OBOI Fitness CRO Audit
A CRO teardown of OBOI Fitness, a UK gym apparel brand whose homepage, collection page and product page show what is in stock but do little to help a visitor choose, trust, and buy.
Watch the full 23-minute recording.
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What we found.
OBOI Fitness has the hard part done. The products are good, there is a real community around the brand, and the homepage already carries sections worth keeping: the shop the range block, the community feature and an Our Story section. A physical shop stands behind the site, and real people are already wearing the gear. Our CRO strategist put the homepage at about six and a half out of ten.
The core problem is that the site acts as a catalogue when it needs to act as a salesperson. A first time visitor is not told in the opening seconds what the brand is, who it is for, or why to trust it. The navigation is flat, so the only route in is a collection. The homepage then moves straight into bestsellers, like a shop assistant pushing products before the customer has looked around.
The same pattern repeats further down. The collection page is a grid of every product with no filters, so someone looking for sports shorts has to scan the whole range and then wonder whether there are more. The product page is the default Shopify template: name, price, sizes, a short description and a You May Also Like row. Nothing addresses fit, fabric or delivery, and nothing encourages a second item.
The direction is to give the three pages three distinct jobs. The homepage builds trust and opens clear routes into the range, including a kit finder. The collection page helps people find the right product fast with filters, fit notes and badges. The product page removes hesitation with a size guide, delivery answers and reviews. The idea worth remembering: the website should sell the way a good salesperson in the shop would.
Problem, opportunity, impact
The site behaves like a catalogue rather than a salesperson. The homepage jumps straight to bestsellers, the collection page is an unfiltered grid, and the product page is a default Shopify layout with little beyond name, price and sizes.
A store that answers what it is, who it is for and why to trust it in the first seconds, then guides each visitor to a complete training kit through clear navigation, filters, a kit finder and a product page that sells the fit and the fabric.
Fewer visitors leaving without a click, more shoppers finding the shorts or shirt they came for, higher confidence at the buy box, and larger baskets as the kit builder and free delivery bar nudge buy
Scored across five dimensions.
Five dimensions, each scored out of ten.
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01
Homepage & PDP review Where attention leaks and buyers hesitate, section by section.
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02
Mobile UX audit 70% of your traffic — judged on its own terms.
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03
Trust & credibility check The signals that make first-time buyers convert.
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04
Collection & discovery Filtering, merchandising and guidance from browse to buy.
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05
Prioritized CRO roadmap Ranked by impact vs. effort, ready to ship.
Every issue, paired with its fix.
13 issues found, 16 fixes proposed.
Hero Does Not Answer The Three Opening Questions
A visitor landing on the homepage is not told what OBOI Fitness is, who the gear is for, or why to trust the brand. Those answers need to arrive in the first three seconds, and right now they do not arrive at all.
Navigation Is Flat And Leads Only To Collections
The main menu points at collections and nothing else. There is no way to enter the range by product type, by training need or by a quick route such as shorts, so discovery depends entirely on browsing.
Homepage Jumps Straight Into Bestsellers
The shop the range block is good, but the page moves immediately into bestsellers before the visitor has had a chance to understand the brand. It is the shop assistant rushing the customer at the door.
Product Cards Show Only Image, Name And Price
The cards on the homepage and collection page carry an image, a name and a price. There is no size information, no rating and no badge, so nothing on the card helps a shopper make a decision.
Collection Page Is An Unfiltered Product Grid
The collection page lists every product with no filters. Someone looking for sports shorts has to scan the entire range, click the one pair they spot, and then wonder whether any other shorts exist.
Products That Cannot Be Found Cannot Be Sold
Any item that is not discoverable in the collection effectively does not exist to the shopper, however good it is. Stock that sits beyond the grid is investment sitting idle.
Collection Page Gives No Starting Point
There is no suggested place to begin, no bestseller shortlist and no route for a new visitor who does not yet know which product suits them or their training.
Product Page Is The Default Shopify Template
The product page shows the name, price, size selector and a short description, then a You May Also Like row. Our CRO strategist described it as the default page with minimum effort put into selling the product.
Buy Box Does Nothing To Address Fit
For clothing the first hesitation is whether it will fit. The buy box offers sizes but no size guide, no fit notes and no help choosing between two sizes.
No Delivery Or Reassurance Near The Buy Button
Nothing beside the add to cart button says when the order will arrive, what delivery costs, or that it is safe to buy. The reassurance that closes a sale is absent from the buy box.
Nothing Below The Buy Box Keeps Selling
If a shopper scrolls past the buy box, the only thing waiting is a You May Also Like row. There is no fabric detail, no what is in the box, no reviews, no FAQs and no word from the founder.
Nothing Encourages A Second Item In The Basket
There is no kit builder, no frequently bought together and no free delivery threshold shown, so every purchase defaults to one item and the average order value is left to chance.
Existing Proof Points Go Unused
The brand has real people wearing the gear and a physical shop where orders can be collected, yet neither appears on the homepage or product page as evidence that the brand is real and established.
Rewrite The Hero To Answer What, Who And Why Trust
Put a headline and supporting line above the fold that says what OBOI Fitness makes, who trains in it, and one reason to trust the brand, so the three opening questions are settled in seconds.
Build A Menu With Routes By Category, Type And Need
Replace the flat menu with a shop dropdown that lets people find products by category, by type, by training need and through quick routes such as shorts, so nobody has to browse a whole collection for one item.
Add A Find My Kit In 60 Seconds Flow
Offer a short set of questions that ends in a suggested kit of two to four products. It mirrors a shop assistant asking how they can help, and it lifts order value by selling a kit rather than a single item.
Move Bestsellers Below The Trust And Explore Sections
Let the homepage build trust and open routes into the range first, then show bestsellers or what the gym is wearing once the visitor has had time to orient themselves.
Upgrade Product Cards With Size, Rating And Badges
Add size information, a rating where one exists, and badges such as bestseller, customer favourite, limited edition or staff pick to every card, so the card itself helps the decision.
Add Why Us, Meet The Boss And Drops Sections
Explain what sets the brand apart, introduce the founder as the person behind it, and explain why drops sell out quickly so visitors understand the reason to buy now rather than later.
Show Real People And The Shop As Proof
Use a gallery of real customers in the gear, and show the physical shop with a map or photo and a collect in person option, so the brand is visibly real to someone who has never heard of it.
Add Filters To The Collection Page
Give shoppers filters by product type, size, fit and need so someone looking for shorts sees every pair of shorts at once and nothing else.
Add Fit Notes And Savings Callouts To Collection Cards
Tell shoppers how each item fits directly on the card, and where a saving applies state the amount, so the two biggest hesitations for clothing are answered before the click.
Give New Visitors A Quickest Way To Start
Add a shortlist to the collection page: bestsellers to start with, picks for heavy lifting, and options under a set price, so someone who does not know what to buy gets a direct recommendation.
Add A Size Guide And Size Help Inside The Buy Box
Put a size guide and a short find your size prompt next to the size selector so the fit question is answered at the moment it is asked, not after the shopper has left.
Add A Free UK Delivery Progress Bar
Show how much more needs to be added to reach free UK delivery and fill the bar as items go in, so shoppers are nudged towards a second product rather than left at one.
Answer Delivery, Safety And Gifting Beside Add To Cart
State when the order will arrive, that it is safe to buy, a top review about fit, and a gift ready option, so the buy box reassures as well as sells.
Keep Selling Below The Buy Box
Add fit and fabric, print detail, what is in the box, why it costs what it costs, a size chart, frequently bought together, reviews, FAQs and a note from the founder so the page keeps working after the scroll.
Use Storewide Reviews Where A Product Has None
Where an individual product has no reviews yet, show storewide reviews rather than an empty space, so every product page carries social proof.
Add A Top, Bottom And Accessory Kit Builder
Let shoppers swap a top, a bottom and an accessory and add the whole kit to the cart in one click, on the homepage and again on the collection page.
The version we'd build.
The teardown in 7 lines.
- The biggest opportunity is not more traffic but helping the traffic already arriving feel confident enough to buy.
- A website should sell the way a good shop assistant would, not just show what is in stock.
- The homepage has three seconds to answer what the brand is, who it is for and whether it can be trusted.
- Pushing bestsellers before a visitor has oriented themselves is the digital equivalent of rushing someone at the door.
- A product that cannot be found cannot be sold, however good it is.
- For clothing the first hesitation is fit, so fit must be answered on the card, in the buy box and below it.
- Homepage, collection and product page each have one job, and conversion only moves when all three work together.
Questions this audit answers.
It means the pages show which products are available but do not help the visitor decide. A catalogue lists; a salesperson explains who the product is for, answers the fit question and suggests what to buy with it. The audit asks the website to put in the same effort a good assistant would in the physical shop.
A conversion focused homepage answers three questions on arrival: what is this, who is it for, and can I trust these people. The current hero answers none of them. Our CRO strategist noted this is the pattern that shows up in Shopify analytics as visitors who land and leave without clicking anything.
No. The homepage scored around six and a half out of ten in the recording, and several sections are worth keeping, including the shop the range block, the community feature and Our Story. The collection page and product page are where the audit found the larger gaps.
It is a grid of every product with no filters and no guidance. A shopper looking for sports shorts has to scan the whole range and then wonder whether more exist. The redesign adds filters, fit notes on cards, badges, a quickest way to start shortlist, a kit builder and FAQs.
It is a short set of questions that ends in a suggested kit of two to four products, reached from a Find My Kit In 60 Seconds button. It gives new visitors a route that does not depend on browsing, and it sells a kit rather than a single item, which lifts the average order.
Because the card is where many decisions are made or abandoned. Adding size information, a rating where one exists, and badges such as bestseller, limited edition or staff pick gives the shopper a quick reason to click rather than scroll past.
A size guide and help choosing a size, a clear add to cart or add to kit action, a free UK delivery progress bar, when the order will arrive, a top review about fit and a gift ready option. Together these remove the fit hesitation and reassure the shopper that buying is safe.
Four ways: the kit finder sells a kit rather than one item, the kit builder lets shoppers assemble a top, bottom and accessory and add them in one click, the free delivery bar shows how much more to add, and frequently bought together and also bought rows appear below the buy box.
The audit suggests showing storewide reviews in place of an empty space. The point is that every product page should carry social proof, even for new drops that have not yet gathered their own reviews.
No. It is a strategic design concept covering three pages: the homepage, a collection page and a product page. The design team put it together to show what the fixes look like in practice. The full build would be a complete theme of around 16 or 17 page templates.
The recording sets out three: leave the site as it is, implement the changes in house, or have Convertica Studio build them. For the third route there are two scopes, a full conversion optimised theme or fixes to the three existing pages, with the figures for each stated in the recording.
The recording runs 23 minutes. It covers the homepage, the collection page and the product page of oboifitness.co.uk, then walks through a redesign of all three pages before closing with next steps, the two pricing options and how to book a call.
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5-minute video teardownA personalized walkthrough of your store, recorded by Eva.
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Homepage & PDP reviewWhere attention leaks and buyers hesitate.
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Mobile UX audit70% of your traffic — judged on its own terms.
-
Trust & credibility checkThe signals that make first-time buyers convert.
-
Prioritized CRO roadmapRanked by impact vs. effort, ready to ship.