01
Audit Overview
Your store's untapped revenue potential — and how to unlock it
Why We Created This Audit
We analyzed avenue.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.
5 Critical
6 Important
Opportunities
What We Analyzed
- UX & Conversion Design14 findings
- Technology & App StackPlatform + 13 apps
- Industry BenchmarksFashion & Apparel
Pages Analyzed
- Homepage3 findings
- Collection Pages3 findings
- Product Pages (PDP)5 findings
- Cart & Checkout3 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.
02
UX & Conversion Findings
Page-by-page analysis with visual comparisons against top Fashion & Apparel stores
Trust badges absent within first 2 scrolls — only in footer
Avenue — Mobile Homepage
Proposed Implementation — USP Strip with Trust Badges
Observations
- No trust / USP icon strip (free shipping, free returns, secure checkout) appears within the first two viewport-heights of the homepage.
- The only trust signal above content is a single announcement bar promoting a sale — no shipping, returns, or security icons.
- "Free Exchanges Every Day" badge only appears deep in the footer, well below the second scroll.
Recommendations
- Add a persistent USP icon bar immediately below the header with at least 3 icons: Free Shipping threshold, Free Exchanges, and Secure Checkout.
- Consider a thin sticky bar or sub-header row — used by 80%+ of fashion retailers including Lane Bryant and Eloquii.
Homepage lacks star ratings or testimonials — only Instagram UGC
Avenue — Mobile Homepage UGC Section
Eloquii — Mobile Homepage
Observations
- The homepage has an Instagram UGC feed ('Spotted on Instagram') but no customer review stars, aggregate rating, or press/testimonial module.
- No 'As Seen In' or press logo strip present.
- Competitors like Eloquii feature a dedicated customer review carousel and loyalty rewards announcement on their homepage to build brand trust.
Recommendations
- Add a homepage review carousel or aggregate rating badge (e.g. '4.7★ from 50,000+ reviews') near the hero or above the fold.
- A press/media logo strip ('As Seen In') would provide social proof without requiring reviews infrastructure.
Email signup with $25 incentive lives only at page bottom
Avenue — Mobile Email Signup (Footer)
Proposed Implementation — Email Capture Pop-up
Observations
- Email capture field offering $25 off is positioned only in the footer — no mid-page banner or timed popup visible on homepage load.
- An image-link banner ('Don't Miss the Good Stuff — Sign Up for Emails') links to a separate /email-subscription page rather than capturing inline.
- The $25 incentive is strong but poorly surfaced — shoppers who don't scroll to the footer will miss it entirely.
Recommendations
- Implement a timed exit-intent or scroll-trigger popup (30% scroll depth) offering the $25 incentive for email sign-up.
- Add a mid-page inline email capture module above the fold on the homepage — typical placement is after the second content section.
Shoppers must navigate to PDP to add items — no shortcut
Avenue — Mobile Collection Page
Proposed Implementation — Quick Add Bottom Sheet
Observations
- Product tiles show image, name, color swatches, price savings and rating — but no 'Quick Add' or 'Quick View' button on tap.
- Shoppers must navigate to a full PDP to select size and add to bag, adding friction to the purchase flow.
- Quick-add is present on 65%+ of fashion collection pages and directly reduces abandonment on mobile.
Recommendations
- Add a 'Quick Add' button that opens a size-selector bottom sheet directly from the collection tile.
- For items with many variants, a 'Quick View' overlay showing key PDP elements (images, size, ATC) reduces navigation friction.
Filter/Sort buttons disappear on scroll — users must scroll back to top
Avenue — Mobile Collection (Scrolled)
Proposed Implementation — Sticky Filter Bar
Observations
- The FILTER and SORT BY buttons are positioned as static elements at the top of the product grid.
- After scrolling down through the 383-item catalogue, both controls scroll out of view and are inaccessible without scrolling back to top.
- On mobile, this creates significant friction when shoppers want to refine results mid-browse.
Recommendations
- Make the filter/sort bar sticky (position: sticky; top: 0) so it remains accessible at any scroll position.
- A sticky filter bar is now used by 65%+ of fashion retailers — including Lane Bryant.
Color options shown as radio button labels — no visual swatch circles on mobile
Avenue — Mobile Collection Tiles
Eloquii — Mobile Collection Page
Observations
- The a11y snapshot confirms color options are rendered as radio inputs with text labels (e.g. 'VIVA GLAM', 'NAVY FLORAL') on collection tiles.
- Swatch circle CSS classes exist in the DOM (swatch-circle-black, swatch-circle-blue) but are not visually rendering as clickable color dots in the mobile viewport.
- Visual color swatches on tiles are an industry standard that improves browsability and colour-driven discovery.
Recommendations
- Ensure color swatches render as small circular colour indicators (16–20px) on product tiles in mobile view.
- Limit displayed swatches to 4–5 with a '+X more' indicator to avoid overcrowding the tile.
Size selection has no measurement guide link adjacent to it
Avenue — Mobile PDP
Proposed Implementation — Size Guide Link Near Selector
Observations
- SFCC Product Variation API confirms 7 size options (14–30/32) with Petite/Regular families — but no size guide link is present in the sizehtml template.
- For a plus-size brand serving sizes 14–32, the absence of a size chart near the size selector is a critical gap — customers are unsure which numeric size maps to their measurements.
- No 'size guide', 'fit guide', or TrueFit widget link found adjacent to the size pills despite TrueFit being enabled in the product configuration.
Recommendations
- Add a 'Size Guide' text link immediately above or below the size selector that opens a measurement chart modal.
- Surface the TrueFit integration (already enabled server-side) as a 'Find My Size' CTA button next to size options.
- For plus-size customers, include body measurement ranges (bust, waist, hip) alongside size numbers.
Free shipping threshold not communicated in the ATC zone
Avenue — Mobile PDP
Proposed Implementation — Free Shipping Callout in ATC Zone
Observations
- The SFCC product API and promotions HTML show no free shipping callout near the Add to Bag area.
- Free shipping threshold information is completely absent from the PDP — shoppers don't know how close they are to qualifying.
- The cart page has a free shipping progress bar HTML (hidden by d-none class) and a 'New Customer Gift: FREE SHIPPING on orders $60+' banner, suggesting the logic exists but is not surfaced on PDP.
Recommendations
- Add a 'Free shipping on orders $60+' or 'You're $X away from free shipping' callout directly below or above the Add to Bag button.
- This single change is shown to increase AOV and reduce cart abandonment in A/B tests across fashion retailers.
Return policy absent from PDP — only reachable via footer
Avenue — Mobile PDP
Proposed Implementation — Returns Policy in ATC Zone
Observations
- The SFCC product API confirms no return policy content in the product template or near the ATC zone.
- Avenue offers free exchanges within 60 days — a strong policy that is mentioned only on the cart page ('Free exchanges within 60 days of purchase') and in the footer.
- Displaying the return policy near ATC is critical for plus-size shoppers who frequently purchase multiple sizes and need fit reassurance before committing.
Recommendations
- Add a concise 'Free exchanges within 60 days' callout with a link to the full policy, positioned within the ATC zone.
- Consider an accordion panel for 'Shipping & Returns' directly on the PDP below the ATC button.
Product shots lack 'Model is X wearing size Y' reference
Avenue — Mobile PDP
Proposed Implementation — Model Size Reference
Observations
- SFCC product API confirms no model height/size reference ('wearing size', 'model height') in the product data.
- Plus-size shoppers heavily rely on model size references to assess fit — the absence of 'Model is 5'9", wearing size 1X' text significantly reduces purchase confidence.
- Eloquii and Ashley Stewart both include model size callouts on every PDP.
Recommendations
- Add model measurements (height, weight, size worn) to each PDP — ideally as a text overlay on the hero image or as a collapsible section.
- Where possible, show multiple models across the size range (e.g. 1X and 3X) to demonstrate inclusivity.
No third-party review platform detected; review quality unclear
Avenue — Mobile PDP
Proposed Implementation — Third-Party Reviews Section
Observations
- Script analysis found no Bazaarvoice, PowerReviews, Yotpo, Judge.me, or Okendo script tags loaded on the site.
- The product API returns a raw rating value (4.1) but no review count, review text, or photo reviews — suggesting reviews may be a basic SFCC native implementation.
- Without a dedicated review platform, Avenue lacks photo/video UGC reviews, Q&A features, and verified purchaser badges that convert plus-size shoppers.
Recommendations
- Implement a dedicated review platform (Bazaarvoice, PowerReviews, or Yotpo) to enable photo reviews, verified purchases, and size/fit feedback.
- Ensure review count is displayed prominently above the fold alongside star rating on PDP.
- Collect fit-specific review attributes ('True to size', 'Runs small', 'Runs large') critical for plus-size purchase confidence.
Express checkout buttons absent — only standard checkout available
Avenue — Mobile Cart
Proposed Implementation — Express Checkout Buttons
Observations
- The live cart snapshot confirms only a 'CHECK OUT NOW' button — no PayPal, Apple Pay, or Google Pay express buttons visible.
- PayPal integration exists in the codebase (applepay.js loaded, PayPal in payment icons) but buttons are commented out in the cart template.
- On mobile, express checkout reduces checkout steps from 5+ to 2 — its absence is a significant conversion loss for mobile shoppers.
Recommendations
- Activate PayPal Express and Apple Pay buttons in the cart — the payment infrastructure is already integrated but disabled.
- Place express checkout buttons above the standard 'Check Out Now' CTA with a 'Or continue with' separator.
- Consider adding Shop Pay or Affirm Pay Later as additional one-click options.
Free shipping threshold bar exists in HTML but is suppressed with d-none
Avenue — Mobile Cart
Proposed Implementation — Free Shipping Progress Bar
Observations
- Cart HTML confirms a fully built free-shipping-progress-bar component with progress bar, threshold text, and 'You've unlocked free shipping!' messaging.
- The component is hidden with class 'd-none' — it never renders regardless of cart value.
- The threshold-value reads '$0.0', suggesting either a configuration issue or the feature was intentionally disabled.
- A free shipping progress bar is a proven AOV-lifting tool used by 70%+ of fashion retailers.
Recommendations
- Remove the 'd-none' class and configure the correct free shipping threshold (e.g. $60 as shown in the cart banner for new customers).
- Display a dynamic message: 'Add $X more for FREE SHIPPING!' — changing to 'You've unlocked free shipping!' when threshold is met.
Cart shows subtotal but no 'You saved $X' summary line
Avenue — Mobile Cart
Ashley Stewart — Mobile Cart
Observations
- Cart order summary shows Subtotal and Checkout button, with a Discount line hidden by 'd-none' CSS.
- No 'Total Savings' or 'You Saved $X' aggregate line is displayed to reinforce value.
- Avenue frequently runs deep promotions (24-49% off as seen on collection tiles) — surfacing the savings total would validate purchase decisions.
Recommendations
- Add a 'Total Savings: $X' line to the order summary, displaying the sum of all item discounts.
- Use green text and a checkmark icon to make savings feel positive and motivating, especially given Avenue's sale-heavy positioning.
03
Performance & Technology
Core Web Vitals, page-speed signals, and the technology stack powering Avenue
Core Web Vitals
LCP — 3.1s Needs Improvement
Largest Contentful Paint
Field data (real users) — moderate
INP — 171ms
Interaction to Next Paint
Field data (real users) — good
CLS — 0.12 Needs Improvement
Cumulative Layout Shift
Field data (real users) — moderate
Technology Stack
Salesforce Commerce Cloud
E-commerce Platform
Custom SFRA Theme
Theme / Framework
SFCC Native Checkout + Global-E International
Checkout Solution
SFCC Native Payments + Affirm BNPL
Payment Gateway
Yottaa + SFCC Static CDN
CDN / Hosting
Performance & Technology Assessment
Mobile performance is needs work (—/100); desktop is needs work (3/100) on Salesforce Commerce Cloud. Page-speed and Core Web Vitals are increasingly load-bearing for SEO and conversion in this category — addressing the weakest vital first is the single highest-leverage technical improvement available.
PageSpeed vs Competitors
| Site | Mobile | Desktop |
|---|---|---|
| This site | — | 3 |
| Lane Bryant | — | 5 |
| Eloquii | — | — |
| Ashley Stewart | — | — |
Confidential — Prepared for Avenue by Growisto | May 2026
04
Technology Ecosystem
Technology stack assessment — installed tools vs recommended additions for Salesforce Commerce Cloud stores
Present (13)
Attentive
SMS Marketing
Active SMS marketing platform (cdn.attn.tv). Handles SMS opt-ins, promotional campaigns, and triggered flows (abandoned cart, back-in-stock, shipping updates). SMS pop-up confirmed active on mobile — a strong retention channel for Avenue's mobile-first shopper base.
Affirm
BNPL (Buy Now, Pay Later)
Active BNPL integration (cdn1.affirm.com/js/v2/affirm.js) on PDP and cart. Reduces price friction for AOV $80–$200 items by offering installment payment options — particularly valuable for plus-size fashion where basket sizes tend to be larger.
HelpScout Beacon
Customer Support / Live Chat
HelpScout Beacon v2 active (beacon-v2.helpscout.net). Floating chat/help widget providing live chat, help articles, and contact form — critical for reducing pre-purchase anxiety around sizing questions in plus-size apparel.
Adobe Analytics + Adobe Launch
Web Analytics
Adobe Analytics deployed via Adobe Launch tag manager (assets.adobedtm.com). Primary analytics platform — enterprise-grade event tracking. No Google Analytics present. Provides comprehensive funnel and conversion data when properly configured.
Adobe Target / CQuotient Einstein AI
Personalization & A/B Testing
CQuotient Gretel Einstein AI active (cdn.cquotient.com). Powers 'Complete the Look' cross-sell module on PDP and personalized product recommendations. Enterprise-grade personalization that competitor brands typically lack.
Global-E
International Commerce
Global-E active (web.global-e.com, merchantId=775). Handles cross-border shipping, landed cost calculations, currency conversion, and international checkout. Enables international scaling without custom SFCC development.
TrueFit
Size & Fit Recommendation
TrueFit enabled at platform level (trueFitEnabled: true in Product-Variation API) but widget NOT visually confirmed on mobile PDP during audit. Critical gap if not surfaced on mobile — size uncertainty is the #1 conversion barrier in plus-size fashion. Requires developer investigation to confirm UI placement and enable on mobile.
Yottaa
Performance CDN / Script Optimization
Yottaa CDN active (rapid-cdn.yottaa.com). Performance optimization layer for SFCC — manages third-party script loading order and lazy loading. Helps mitigate performance drag from the heavy Adobe + Attentive + Affirm + Global-E script stack.
TrustArc
Cookie Consent / Privacy Compliance
TrustArc active (consent.trustarc.com). Handles GDPR/CCPA cookie consent. Enterprise consent management platform — important for Avenue's global customer base.
Fastly WAF
Security / Bot Protection
Fastly WAF with bot detection active at network edge. Protects against inventory scraping and automated checkout abuse on PDP and checkout. Does not impact organic shopper experience.
Instagram UGC Feed
User-Generated Content
Instagram-style shoppable UGC grid active on homepage ('Spotted on Instagram' section). Vendor not fully identified from script analysis (likely Bazaarvoice Curations, Emplifi, or similar UGC aggregator). Adds social proof and community — important for a plus-size brand with strong body-positive community.
Spotlightr
Video Hosting
Video assets served from videos.cdn.spotlightr.com. Used for homepage hero/banner video content — contributes to brand storytelling and engagement.
Google reCAPTCHA
Bot Protection (Forms)
Invisible reCAPTCHA on account registration and login forms. Prevents spam and credential stuffing attacks.
Missing (5)
Yotpo Reviews / Bazaarvoice / Okendo Critical
Customer Reviews Platform
📈 PDP CVR +8–12% with rich reviews
8/10 top fashion brands use a dedicated third-party reviews platform with photo reviews and fit data
Loyalty & Rewards Program (LoyaltyLion / Yotpo Loyalty) Critical
Customer Loyalty
🔄 Repeat purchase rate +15–25%
7/10 US plus-size fashion brands have a visible digital loyalty program — Lane Bryant Cacique Perks, Ashley Stewart VIP Rewards
Wishlist (Swym / SFCC Native Wishlist) Recommended
Wishlist / Save for Later
📈 Return visit purchase rate +10–15%
8/10 fashion brands have wishlist functionality — Eloquii and Lane Bryant both surface wishlist in navigation
Hotjar / Microsoft Clarity Recommended
Session Recording & Heatmaps
✨ Identifies UX friction blocking mobile conversion
7/10 mid-market ecommerce brands use session recording to diagnose UX issues and validate A/B tests
PayPal Express + Apple Pay (activation) Critical
Express Checkout
📈 Mobile CVR +8–15% from express checkout
8/10 US fashion brands show PayPal Express / Apple Pay in cart — both already integrated in Avenue's code but inactive
App Stack Assessment
Avenue operates a technically mature enterprise stack anchored by Salesforce Commerce Cloud, Adobe Analytics + Target, and Attentive SMS — a foundation that many mid-market competitors lack. The store's personalization capability (CQuotient Einstein AI for 'Complete the Look') is genuinely enterprise-grade. However, three critical conversion tools are absent or inactive: (1) No dedicated reviews platform — the most trusted purchase driver for fashion shoppers, especially important for the plus-size segment where fit confidence from peer reviews is essential; (2) No loyalty program — a significant retention gap given Avenue's loyal customer base of repeat seasonal shoppers in sizes 14–32; (3) Express checkout (PayPal + Apple Pay) is fully integrated in the codebase but intentionally disabled — activating it is a configuration fix rather than a new integration. These three gaps collectively represent the largest addressable conversion opportunity for Avenue.
Confidential — Prepared for Avenue by Growisto | May 2026