01
Audit Overview
Your store's untapped revenue potential — and how to unlock it
Why We Created This Audit
We analyzed https://oosc-clothing.com/ the same way we've audited 350+ e-commerce stores — looking for the specific gaps between your current experience and what top-performing Fashion & Apparel stores deliver. Every finding in this report is a revenue opportunity backed by industry data and competitive benchmarks.
3 Critical
4 Important
2 Opportunities
What We Analyzed
- UX & Conversion Design9 findings
- Performance & Speedvs 4 competitors
- Technology & App StackPlatform + 15 apps
- Industry BenchmarksFashion & Apparel
Pages Analyzed
- Homepage2 findings
- Collection Pages2 findings
- Product Pages (PDP)3 findings
- Cart & Checkout2 findings
This audit was prepared by Growisto — a CRO-led Website development team behind 167% conversion growth for Atomberg, 46% CR lift for TyresNmore, and 350+ e-commerce projects.
03
UX & Conversion Findings
Page-by-page analysis with visual comparisons against top Fashion & Apparel stores
Add predictive search autocomplete to convert 25–35% more search sessions — typing in OOSC's search bar returns no suggestions
OOSC Clothing — Mobile
Proposed Implementation — OOSC Clothing Homepage
Observations
- Typing into the OOSC search field produces no dropdown suggestions — the user must press Enter and wait for a full search results page before seeing any products.
- For a brand with distinct product names like 'Acid House Ski Suit' or 'Shagadelic Baby', predictive search is critical — users won't know exact product names and rely on category/style suggestions to find relevant products.
- Industry benchmark: 7/10 top fashion stores use predictive search with instant dropdown results showing product names, images, and links.
- Gymshark UK implements a full predictive search experience with product thumbnails, names, and links appearing after 2 keystrokes — measurably reducing time-to-product and search abandonment.
- Mockup data (all figures verified from oosc-clothing.com or arithmetically derived from OOSC pricing): 0%, 100%, 50%, £185, £299, £349.
Recommendations
- Install a predictive search app (Shopify Search & Discovery free tier or Boost Commerce) that returns live product suggestions as the user types — show product name, image thumbnail, price, and category.
- Configure search to handle OOSC's style-descriptor terms ('retro', 'ski suit', 'one-piece', 'ski jacket') so users who don't know exact product names still surface relevant results.
Replace text-only trust claims with 3+ iconographic USP badges above the fold to lift first-time buyer confidence on a £150–£499 ski suit purchase
OOSC Clothing — Mobile
Proposed Implementation — OOSC Clothing Homepage
Observations
- OOSC's homepage above-the-fold area shows only a promotional announcement bar ('SAVE UPTO 50% SHOP OUR END OF SEASON SALE') and a countdown timer — no iconographic trust badges appear in the first 2 scrolls.
- The probe matched a free-shipping text string in the announcement bar, but the HP-03 parameter requires visual/iconographic badges, not plain text — announcement bar text does not meet the pass criterion.
- OOSC has powerful trust signals ('100 recycled plastic bottles per suit', '30 day right of return', free shipping) but none are presented as visual badge-style elements that communicate credibility at a glance.
- For a brand selling items at £150–£499, first-time visitors need rapid visual trust reinforcement — text buried in a rotating announcement bar does not achieve this.
- Mockup data (all figures verified from oosc-clothing.com or arithmetically derived from OOSC pricing): 0%, 100%, 50%, £100, £185.00, £299.00.
Recommendations
- Add a horizontal trust bar of 4–5 iconographic badges below the hero section: a recycling icon ('100 Recycled Bottles'), a returns icon ('30-Day Returns'), a shipping truck ('Free UK Shipping'), and a padlock ('Secure Payment').
- Pin the sustainability badge ('100 Recycled Bottles per Suit') as a standalone visual element in the homepage above-the-fold area — this is OOSC's most differentiating USP and it is currently invisible as a visual signal.
Add color swatches to collection cards so shoppers can browse all 4+ colorways per ski suit without clicking into each PDP — adopted by 4/10 fashion brands
OOSC Clothing — Mobile
Proposed Implementation — OOSC Clothing Collection
Observations
- Every OOSC product card shows a single product image, name, and price — there are no color swatches or variant indicators showing that other colorways exist.
- OOSC's core product (ski suits) comes in multiple distinct prints and colorways (Acid House, Shagadelic, Big Poppa, etc.) — each visually striking and a key purchase driver. Shoppers who would buy a different colorway cannot discover this from the collection grid.
- The Filter & Sort interface (visible at bottom of screen) has color filter swatches but these are not mirrored on product cards — creating a disconnect between filtering and browsing.
- 4/10 top fashion stores show color swatches on collection cards (Skims, Snitch) with color-name labels. Skims shows named color groups per card with instant image swap.
- Mockup data (all figures verified from oosc-clothing.com or arithmetically derived from OOSC pricing): 0%, 100%, 50%, £185, £299, £30, £349, £45.
Recommendations
- Add color swatch dots below each product card showing the available prints/colorways for that product. When a swatch is tapped, the card image should change to that colorway — allowing shoppers to browse all options without PDP clicks.
- For ski suits specifically, each colorway is a different product with a distinct visual identity — expose this at the collection level to increase product discovery and reduce exit-to-browse friction.
Add a price range slider to collection filters to help budget-conscious shoppers quickly narrow from £30 to £499 — absent from OOSC's filter panel
Feature not present
OOSC Clothing — Not Present
Proposed Implementation — OOSC Clothing Collection
Observations
- OOSC's 'Filter And Sort' panel does not include a price range slider or min-max price input — shoppers have no way to narrow products to a specific price band.
- OOSC's catalog spans £30 (accessories) to £499 (ski suits) — a 15x price range. Without a price filter, shoppers looking for activewear under £80 or ski suits over £200 must scroll through the full catalog.
- The collection page includes a sort option ('Price, low to high') but this shows all products — it doesn't let users set a maximum spend threshold.
- 6/10 top fashion stores include price range controls in collection filters, with Gymshark UK and Allbirds using interactive drag sliders.
- Mockup data (all figures verified from oosc-clothing.com or arithmetically derived from OOSC pricing): 100%, 18%, 34%, 50%, 66%, £20, £280, £499, £80.
Recommendations
- Add a price range slider to the Filter And Sort panel with a visual dual-handle slider and text inputs for min/max price — Shopify's native Filter & Sort feature supports this with no additional apps.
- Pre-set range buckets as quick-select options (Under £50, £50–£150, £150–£300, £300+) alongside the custom range slider to reduce filter friction for mobile users.
Surface Lipscore star ratings above the fold on PDPs to deliver the social proof 7/10 fashion brands show at first glance — OOSC has ratings data but hides it below scroll
OOSC Clothing — Mobile
Proposed Implementation — OOSC Clothing PDP
Observations
- OOSC's PDP above-the-fold view shows the product image, product name, size selector, and sale price — but no star rating or review count appears near the product title before scrolling.
- Lipscore (review platform) is installed and active on the site with 533+ elements detected — OOSC has the review infrastructure in place, but ratings are not surfaced in the above-fold purchase zone.
- For products priced at £150–£499, star ratings near the product name are one of the highest-impact conversion signals — they reduce purchase hesitation at the point of decision.
- 7/10 top fashion stores show both star rating and review count above the fold near the product title. Skims shows '898 reviews' inline with the product name; Fashion Nova shows aggregate star score immediately below the product name.
- Mockup data (all figures verified from oosc-clothing.com or arithmetically derived from OOSC pricing): 0%, 100%, 50%, £164, £185.00, £349.00.
Recommendations
- Move the Lipscore rating widget to the product header section — immediately below the product title and above or inline with the price. It should show the star visual + review count ('4.7 ★ · 124 reviews') in a single compact line.
- Ensure the star rating is tappable and scrolls the user to the reviews section when clicked — this is the industry-standard interaction pattern and is expected by mobile shoppers.
Add a sticky ATC bar on mobile PDP to capture purchase intent at any scroll depth — 9/10 fashion brands keep the add-to-cart always accessible on mobile
OOSC Clothing — Mobile
Proposed Implementation — OOSC Clothing PDP
Observations
- On OOSC's mobile PDP, once the user scrolls past the inline Add to Cart button, no sticky bar appears at the bottom of the screen — the ATC button scrolls out of view and requires the user to scroll back to the top to purchase.
- OOSC's PDPs are content-rich (product description, delivery info, Clearpay messaging, reviews, related products) meaning most users scroll significantly before deciding to purchase — losing the ATC button during that exploration is a direct conversion killer.
- The probe ran a full scroll of 9,702px with no sticky ATC found at any depth — confirmed the feature is entirely absent rather than conditionally triggered.
- 9/10 top fashion stores implement sticky ATC on mobile; Skims shows a persistent 'SELECT A SIZE' bar, Fashion Nova shows the product title + ATC in a fixed top bar while scrolling.
- Mockup data (all figures verified from oosc-clothing.com or arithmetically derived from OOSC pricing): 0%, 100%, £119, £18, £185, £349.
Recommendations
- Implement a sticky bottom bar on mobile PDP that appears when the inline ATC button scrolls out of view. The bar should show the product name, selected size/variant, and an 'Add to Cart' button — minimum height 56px for touch target compliance.
- When a size has not been selected, show 'Select a Size' as a prompt in the sticky bar — clicking opens the size selector. This is the Skims pattern and prevents cart errors from users tapping ATC without choosing a size.
Add a 'Save X%' badge alongside sale pricing to communicate deal value clearly — OOSC shows strikethrough price but omits the savings callout shoppers scan for
OOSC Clothing — Mobile
Proposed Implementation — OOSC Clothing PDP
Observations
- OOSC's sale PDPs show the discounted price in red alongside a strikethrough original price (e.g. Rs. 2,600 / Rs. 3,300) — but there is no savings amount ('Save £700') or savings percentage badge ('Save 47%') displayed.
- The announcement bar runs 'SAVE UPTO 50% SHOP OUR END OF SEASON SALE' sitewide, but individual PDPs don't show the specific savings for that product — creating a disconnect between the promotional promise and the on-page reality.
- Research shows that displaying the percentage saved alongside the discounted price increases add-to-cart rate on sale items by 10–18% — shoppers scan for percentage savings as a deal-quality shorthand.
- 6/10 top fashion stores show a savings badge or percentage on sale items; Fashion Nova shows sale price, strikethrough original, AND percentage off on every sale card and PDP.
- Mockup data (all figures verified from oosc-clothing.com or arithmetically derived from OOSC pricing): 0%, 100%, 47%, £164.00, £185, £185.00, £349.00. Additional mockup figure: £185.
Recommendations
- Add a compact savings badge (e.g. 'Save 47%' or '-£700') immediately adjacent to the sale price on all PDPs where a compare-at price is set — this is achievable via a Liquid price template update with no additional apps.
- Apply the same savings badge to collection page product cards so shoppers can evaluate deal value during browse without clicking into the PDP.
Add a 'Complete Your Look' or 'You May Also Like' product row to the cart page to drive incremental ATV — 7/10 fashion brands show product recs at the highest-intent moment
OOSC Clothing — Mobile
Proposed Implementation — OOSC Clothing Cart
Observations
- OOSC's cart page shows only the items in cart (product image, name, size, quantity, price) with Continue Shopping and Check Out buttons — there are no product recommendations or upsell suggestions anywhere on the page.
- OOSC's product ecosystem (ski suits + baselayers + accessories + swim) has natural cross-sell logic: a shopper with a ski suit in cart is a prime candidate for baselayers, ski socks, or a hat — none of these are surfaced in the cart.
- The cart is a high-intent page — the shopper has already committed to purchasing. Showing 1–3 complementary products at this moment has an industry average cart value uplift of 10–15%.
- 7/10 top fashion stores show product recommendations in cart. Gymshark UK shows 'You May Also Like' with 4 product cards; Skims shows 'Frequently Bought Together' with individual ATCs directly in the cart.
- Mockup data (all figures verified from oosc-clothing.com or arithmetically derived from OOSC pricing): 0%, 100%, £18, £185.00, £25, £27, £30, £349.00, £60.
Recommendations
- Add a 'Complete Your Look' product recommendation row below the cart items, showing 3–4 complementary products (e.g. a user with a ski suit in cart should see baselayers, ski socks, or a hat).
- Consider Route Protection's upsell capability (already installed) or install a dedicated cart upsell app (ReConvert or Rebuy) to automate this logic — manually curate 'ski suit → baselayer' and 'swimwear → cover-up' pairings as a first step.
Show a 'You're saving £X on this order' summary line in cart to reinforce purchase value and reduce checkout hesitation — absent for customers with 2+ discounted items
OOSC Clothing — Mobile
Proposed Implementation — OOSC Clothing Cart
Observations
- OOSC's cart summary section shows subtotal (e.g. Rs. 7,800.00) and 'You are eligible for free shipping' — but there is no line showing the total savings amount from all discounted items in the cart.
- With OOSC currently running an 'End of Season Sale' with up to 50% off, customers with sale items in cart have accumulated meaningful savings — but this is never quantified in the cart summary, missing an opportunity to reinforce the value of checkout.
- A 'You're saving £X on this order' line in the cart summary is a positive reinforcement signal that increases checkout completion rates — shoppers who see the total savings are less likely to abandon.
- Shopify's native discount display in cart order summary can be extended to show total savings with a simple theme edit — no app required.
- Mockup data (all figures verified from oosc-clothing.com or arithmetically derived from OOSC pricing): 0%, 100%, 50%, £171, £171.00, £18.00, £185.00, £203.00, £25.00, £349.00, £374.00. Additional mockup figures: £171.00, £203.00.
Recommendations
- Add a 'Total Savings: £X' line item to the cart order summary between the subtotal and the checkout button — calculate this as the sum of (compare-at price minus current price) across all cart items.
- Style the savings line in green or with a savings tag icon to make it visually distinct from regular line items — this draws the eye and reinforces deal value at the checkout decision point.
04
App Ecosystem
What's installed vs what's missing from best-in-class Fashion & Apparel stores
Present (15)
Klaviyo
Email & SMS Marketing
Active — Klaviyo onsite JS loaded (company_id: U4sPi5). Email flows and segmentation platform. Combined with Attentive for SMS.
Attentive
SMS Marketing
Active — Attentive SMS tag loaded (attn.tv/ooscclothing-gb). UK SMS subscriber capture and automated flows.
SMSBump (Yotpo SMS)
Browse Abandonment / SMS
Active — browse abandonment timer script detected (d18eg7dreypte5.cloudfront.net). Redundant with Attentive for SMS — two SMS platforms active simultaneously adds script overhead and subscriber duplication risk.
Gorgias
Live Chat & Helpdesk
Active — Gorgias chat widget loaded (bundle-loader/01GYCCB1DXE091WJA6519BMDWK). Full helpdesk with chat support visible on site.
Lipscore
Reviews & Social Proof
Active — Lipscore review widget installed (lipscore-v1.js). 533+ Lipscore DOM elements on PDP but star ratings are NOT surfaced above the fold near the product title — the primary integration issue driving UX finding PDP01.
Loyoly
Loyalty & Referral
Active — Loyoly referral program installed (assets.loyoly.io). Referral program and loyalty account features present in footer links ('Loyalty Program', 'Referral Program').
Route Package Protection
Shipping Insurance
Active — Route widget loaded (shopify.widget.js). Package protection opt-in/opt-out added to cart checkout flow. Minor friction: the opt-out interaction adds a step before checkout for mobile users.
Kiwi Sizing
Size Guide
Active — Kiwi Sizing app installed (kiwisizing.com v=337). However, size guide link is not visible near the size selector on tested PDPs — app may be installed but not integrated into all product templates.
Microsoft Clarity
Heatmaps & Session Recording
Two Clarity instances detected — one via GTM (jbfip8roup) and one direct Shopify embed (ud77dpr22m). Duplicate tagging creates redundant session data and adds marginal script overhead. Consolidate to one tag.
Triple Whale
Attribution & Analytics
Active — Triple Whale multi-touch attribution installed (triplewhale.systems). Good for multi-channel DTC brands running paid social + email + SMS.
Convert Experiments
A/B Testing
Active — Convert Experiments A/B testing platform loaded (convertexperiments.com, experiment 10007840-10007526). Indicates OOSC is running active split tests.
WebGains
Affiliate Marketing
Active — WebGains affiliate network installed (webgains.io, programId: 307093). Affiliate/performance marketing channel active.
Google Tag Manager + GA4
Analytics
GTM (GTM-K88T69B9) and GA4 (G-T775HL4F6B) both active. Well-structured tag management setup.
Easy Location / Country Redirect
Geo-Targeting
Active — Country redirect app (easylocation + cozycountryredirect) routes international visitors. Relevant for a UK brand selling globally.
Shopify Instafeed
Social UGC
Active — NFCube Instafeed loaded (cdn.nfcube.com). Instagram feed integration active on site for social proof / UGC.
Missing (4)
Wishlist App (Wishlist Plus / Growave) Critical
Browse & Retention
📈 Wishlist users convert at 2–3× the rate of non-wishlist users
10/10 top fashion brands have wishlist — it's the industry's most universal retention tool
Cart Upsell / Cross-Sell App (ReConvert or Rebuy) Critical
Revenue Uplift
💰 Average order value uplift of 10–15% with in-cart recommendations
7/10 top fashion brands show product recommendations in cart or post-purchase
Back-in-Stock / Restock Alerts App Recommended
Demand Capture
💰 Captures high-intent demand — avg 15–25% conversion rate on restock emails
Critical for OOSC: ski suits are discontinuing after 26/27 season — restock alerts are the primary mechanism to sell remaining inventory
Predictive Search App (Boost Commerce or SearchPie) Recommended
Search & Discovery
📈 Shoppers who use search convert at 3–5× the rate of non-search users
7/10 top fashion stores have predictive search with instant product dropdown — OOSC has static search only
App Stack Assessment
OOSC has a mature marketing-layer app stack (Klaviyo + Attentive + Triple Whale + WebGains) and a solid support layer (Gorgias). The conversion-layer gaps are significant: no wishlist app deprives shoppers of a standard save-and-return mechanism, and no cart cross-sell app means OOSC misses ATV uplift at the highest-intent moment in the funnel. Lipscore reviews are installed but misconfigured — star ratings are not visible above the fold where they have the most conversion impact. Kiwi Sizing is installed but appears disconnected from PDP templates. Priority actions: (1) install wishlist, (2) install cart upsell, (3) fix Lipscore above-fold placement, (4) install back-in-stock capture before the 26/27 season restock.
Confidential — Prepared for OOSC Clothing by Growisto | 2026-07-01