Twisted Generation CRO Audit
A CRO teardown of the Twisted Generation homepage, collection page and product page, with a redesign built around fit guidance, clearer shopping paths and bundles that raise order value.
Watch the full 35-minute recording.
Pressing play loads the video from YouTube — you can allow it for every teardown under cookie preferences.
What we found.
Twisted Generation already has what most apparel stores are still chasing. The brand identity is clear and confident, and the hero answers the three questions every visitor brings: what this is, who it is for, and whether they can trust it. There are more than 800 reviews and they are consistently positive. The owner reports around 12,000 visitors a month. Demand and credibility are both in place.
The weak part is the presentation layer and the buying journey. A sign-up pop-up asks for an email before the visitor knows the brand. The navigation tries to do too much without giving clear routes in. Below the hero, the homepage goes straight to limited drops and bestsellers before it has shown the collections, the community or the reasons to trust the products.
The same gap shows up further down the funnel. The collection page is a plain grid with no filters, no sorting and product cards that carry almost no information, so it helps nobody choose. The product page starts well, with reviews, a fit check, shipping, packaging and a bundle attempt, but once the buy box ends it stops making the case, and sizing worries are left to the shopper.
The redesign turns browsing into a guided buying journey. It adds shopper-type paths in the navigation, a Find My Fit quiz and a gift finder, cards that show size availability and short status cues, and a buy box that answers every doubt before Add To Cart. Remember the main idea: take away every reason not to buy, and the reasons to buy are what's left.
Problem, opportunity, impact
The brand is strong, but the buying journey isn't. A pop-up interrupts on arrival, the homepage pushes drops before introducing the range, collections are a bare grid, and the product page stops selling after the buy box.
Twisted Generation could turn a recognisable brand and 800+ glowing reviews into a guided shop: a Find My Fit quiz, filterable collections, product cards that show size and status, and a Complete The Fit bundle that sells three items instead of one.
Shoppers would find the right product and size faster and buy with fewer doubts. Bundles and a better-timed discount would lift order value, and the 12,000 monthly visitors the store already has would
Scored across five dimensions.
Five dimensions, each scored out of ten.
-
01
Homepage & PDP review Where attention leaks and buyers hesitate, section by section.
-
02
Mobile UX audit 70% of your traffic — judged on its own terms.
-
03
Trust & credibility check The signals that make first-time buyers convert.
-
04
Collection & discovery Filtering, merchandising and guidance from browse to buy.
-
05
Prioritized CRO roadmap Ranked by impact vs. effort, ready to ship.
Every issue, paired with its fix.
13 issues found, 17 fixes proposed.
Email Pop-Up Fires On Arrival
The sign-up pop-up shows up the moment a visitor lands, before they know what Twisted Generation sells. Most visitors close it straight away, and the 15% discount it offers is spent on collecting an email instead of winning a sale.
Navigation Is Crowded Without Clear Paths
The main navigation is overdone and doesn't offer routes for different kinds of shoppers. Bargain hunters, drop followers and people after a specific item all land in the same structure and have to dig.
Homepage Pushes Drops Before Introductions
Straight after the hero, the homepage jumps to limited drops and bestsellers. Visitors are pitched products before they've seen the collections, the community or a reason to trust the range.
Collections Sit Too Far Down The Homepage
The store already has well-defined collections, but they appear below the selling sections. The quickest way to understand the range is buried behind product pushes.
Collection Page Is Only A Product Grid
The collection page lists products and does nothing else. It doesn't help visitors find, compare or narrow down items, so the momentum the homepage builds is lost here.
No Filters Or Sorting On Collections
There are no filters on the side and no useful sorting. A shopper looking for one specific tee has to scroll the whole grid to find it.
Product Cards Carry Almost No Information
Cards show no size availability, no status such as bestseller or limited edition, and no short summary. Shoppers have to open every product page just to learn the basics.
Size Availability Is Discovered Too Late
Shoppers only find out a size has sold out once they are ready to order. For a clothing store this is a common reason to close the tab, even after deciding to buy.
Product Page Stops Selling After The Buy Box
Apart from the fit check, nothing below the buy box keeps making the case for the product. A shopper who scrolls past without adding to cart gets no second reason to buy.
Too Few Reassurances Around Add To Cart
The product page has some reassurances, but not enough to settle sizing, delivery timing and gifting doubts. Each unanswered question becomes a reason to wait.
Sizing Doubt Is Left To The Shopper
Clothing buyers worry most about fit, and the current journey gives them no guided way to choose a size before buying. That uncertainty stops otherwise ready customers.
Bundles Are The Only Order Value Lever
The product page tries bundles, but there is no Complete The Fit option that pairs a tee with matching items. Most orders end at a single product.
Gifting Has No Dedicated Path
There is no gift collection or gift finder, even though the products suit gifting and gifting season is coming. People buying for someone else have no easy way to choose.
Delay The Pop-Up Until Intent Shows
Hold the sign-up pop-up for at least a minute, or show it only after two minutes on site or on a product page. Visitors will then know the brand before they are asked for an email.
Rebuild Navigation Around Shopper Types
Use dropdowns and a mega menu with paths for lower-priced items, latest and upcoming drops, Shop All, and specific product types, with the series and Twisted 13 alongside.
Move Collections Directly Below The Hero
Put Shop By Category and Pick Your Poison right after the hero so visitors see the range first. Follow with Worn By Community, and only then show bestsellers and weekly drops.
Add A Find My Fit Quiz
Build a short quiz asking who the item is for, what they are after and their height, then recommend products from the answers. Feature it in the hero and in its own homepage section.
Show Size Availability On Every Card
List the sizes in stock on each product card so shoppers never fall for an item that turns out to be unavailable in their size.
Add Small Status Cues To Product Cards
Tag cards with quiet labels such as Bestseller, Customer Favourite, Gift Ready, Limited Edition or Weekly Drop, so shoppers can tell items apart at a glance.
Write A One-Line Summary Per Card
Give each card a few words on what the product is and why it fits, so a click to the product page comes from someone who already understands it.
Add Filters And Sorting To Collections
Add filters down the left side of the collection page and proper sorting, so a shopper looking for something specific can narrow the grid to it in seconds.
Explain How The Oversized Tee Fits
Add a short section on the collection page explaining how the oversized tee fits, with a Not Sure Your Size prompt linking to the Find My Fit quiz.
Let Shoppers Switch Collections In Place
Add links to other series and collections on the collection page itself, so visitors keep browsing without going back to the top navigation.
Answer Every Doubt Inside The Buy Box
Put the size guide, fit help, gift option and expected arrival date in the buy box itself, next to Add To Cart, not further down the page.
Create A Complete The Fit Bundle
Bundle a tee, a beanie and socks with a small discount and free UK delivery, and show it on the homepage and product pages so shoppers buy the full look.
Move The Discount To The Bundle Offer
Use the 15% currently spent on email sign-ups as a reward for buying multiple items, offered below the buy box to shoppers who are about to leave.
Keep Selling Below The Buy Box
Follow the buy box with the fabric story, a bundle offer, reviews, a trust section, product FAQs, shipping and returns FAQs, related items and a drop list sign-up.
Build A Fit Wall From Customer Reviews
Turn the 800+ positive reviews and customer photos into a Fit Wall on the homepage, so shoppers see real people wearing the products.
Launch A Gift Collection And Gift Finder
Create a Shopify gift collection and a gift finder that asks who the gift is for and the budget, then shows only matching products in time for gifting season.
Add A Mission Page And Section
Explain what Twisted Generation stands for on the homepage and on a dedicated mission page with the journal and About Us, so visitors have more reasons to connect with the brand.
The version we'd build.
The teardown in 7 lines.
- Twisted Generation already has the brand, the reviews and the traffic; the buying journey is what holds it back.
- A pop-up offering a discount to someone who arrived five seconds ago gets closed, not answered.
- The homepage should introduce the store and its collections before it pushes bestsellers and drops.
- A collection page that is just a grid leaves all the work of choosing to the shopper.
- Showing size availability on the product card saves a sale that would otherwise be lost at checkout.
- Every question answered inside the buy box is one less reason not to click Add To Cart.
- A discount works harder as a reward for a bundle than as a fee for an email address.
Questions this audit answers.
The brand identity is strong and the hero answers what the store sells, who it is for and why to trust it. There are more than 800 reviews and they are consistently positive. The product page already has reviews, a fit check, shipping and packaging details, and a first try at bundles.
The buying journey. The brand and the demand are in place, but the pop-up, the homepage order, the bare collection grid and a product page that stops after the buy box all make it harder for a visitor to choose and buy.
It appears the moment a visitor arrives, before they know what the store sells, and most visitors close it right away. The audit suggests waiting at least a minute, or showing it only on a product page or after two minutes on site.
Right after the hero it goes to limited drops and bestsellers. The audit compares this to a salesperson rushing a customer at the door. Collections, community and trust should come first, with bestsellers after.
It is only a grid of products. It doesn't help shoppers find, compare or narrow down items. It has no filters, no sorting and cards with very little information, so the momentum the homepage built is lost.
A short guided quiz that asks who the item is for, what the shopper is after and their height, then recommends products from the answers. Shoppers who get a recommendation buy with more confidence than those browsing a grid, and sizing is the biggest worry in clothing.
Each card shows the sizes in stock, a small status cue such as Bestseller, Customer Favourite, Gift Ready, Limited Edition or Weekly Drop, and a one-line summary. Shoppers reach the product page already knowing what the item is.
With a Complete The Fit bundle that pairs a tee, a beanie and socks at a small discount with free UK delivery. It appears on the homepage and again below the buy box, for shoppers who were about to leave.
The audit suggests moving it from email capture to the bundle offer. Given as a reward for buying several items, the same discount helps win a sale instead of being spent on an address.
Fit help, the size guide, a gift option and the expected arrival date, all next to Add To Cart. The aim is to answer every doubt there, not further down the page.
Yes. The redesign adds a gift collection in Shopify and a gift finder that asks who the gift is for and the budget, then shows only matching products. Gifting season is coming, so the audit treats this as timely.
The recording runs 35 minutes. It reviews the current homepage, collection page and product page, walks through a redesigned version of each plus the Find My Fit quiz, gift finder and mission page, then runs a revenue calculator and lays out next steps.
More teardowns from the library.
See what's quietly costing you sales.
Tell us about your store and we'll send a personalized 5-minute video showing exactly where you're losing buyers — and how to win them back.
Takes about 40 seconds. No call required.
-
5-minute video teardownA personalized walkthrough of your store, recorded by Eva.
-
Homepage & PDP reviewWhere attention leaks and buyers hesitate.
-
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.