Indian Terrain
01

Audit Overview

Your store's untapped revenue potential — and how to unlock it

Why We Created This Audit

We analyzed https://indianterrain.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.

 Critical
 Important
 Opportunities

What We Analyzed

  • UX & Conversion Design findings
  • Performance & Speedvs 3 competitors
  • Technology & App StackPlatform + 6 apps
  • Industry BenchmarksFashion & Apparel

Pages Analyzed

  • Homepage findings
  • Collection Pages findings
  • Product Pages (PDP) findings
  • Cart & Checkout findings
Growisto 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

Performance & Technology

Speed benchmarks, Core Web Vitals, and technology assessment for Indian Terrain

61

Mobile PageSpeed Score

Mobile Lighthouse performance of 61/100 places Indian Terrain third of four in its own competitive set, ahead of Snitch but behind Blackberrys and Rare Rabbit. Desktop is excellent at 97/100. The one real weakness is how long the largest image on the mobile homepage takes to paint in a cold lab test, at 12.5s; everything that measures responsiveness and stability is healthy, with total blocking time at 68ms and cumulative layout shift at effectively zero.

Competitive Comparison

Benchmarked against 3 leading Fashion & Apparel stores in your market

Store Mobile Score Desktop Score Mobile LCP Mobile CLS Mobile TBT
Indian Terrain (Client)619712.5s0.00468ms
Rare Rabbit714816.9s00ms
Blackberrys73957.1s00ms
Snitch53363.7s0.156749ms
Good
Needs Improvement
Poor

⚠ Note: Snitch scores lower than Indian Terrain on mobile PageSpeed. This reflects the Fashion & Apparel category average — even established brands in this space struggle with mobile performance. The opportunity is to leapfrog the category, not just match it.

A 1-second delay in mobile load time can reduce conversions by up to 7%. For every 100ms improvement in LCP, conversion rates increase by ~0.4%. Source: Google/Deloitte, 2024

Core Web Vitals — Google's UX Quality Signals

Sites failing Core Web Vitals may rank lower in Google mobile search results

⚠ 2 of 5 Core Web Vitals passed
LCP How fast content appears
12.5s
Target: ≤ 2.5s
Fail
FCP First visual response
4.0s
Target: ≤ 1.8s
Fail
TBT Main thread blocking
68ms
Target: ≤ 200ms
Pass
CLS Visual stability
0.004
Target: ≤ 0.1
Pass
INP Tap/click responsiveness
235ms
Target: ≤ 200ms
N/A

What This Means for Revenue

Indian Terrain scores 61/100 on mobile and 97/100 on desktop (Lighthouse lab data). The desktop result is the second-best in the set and genuinely strong. On mobile, slow initial paint is the single issue: lab LCP of 12.5s and FCP of 4.0s both land in the poor band, while total blocking time (68ms) and layout shift (0.004) are the cleanest numbers of any store measured here. The silver lining is real and worth stating to the client: CrUX field data shows actual Chrome users experiencing LCP of 2.0s and FCP of 1.8s, both rated FAST, so returning visitors on warm caches are having a much better experience than the cold lab test suggests. The one field metric that does not pass is interaction responsiveness, with INP at 235ms against a 200ms threshold. Slow mobile first paint is also a category-wide pattern rather than a brand-specific failing: Rare Rabbit's lab LCP is 16.9s and Blackberrys' is 7.1s. That makes mobile image and hero delivery an opportunity to leapfrog the peer set rather than a deficit to apologise for.

Technology Stack

Platform

Shopify

Horizon 4.1.4

Theme

  • Type:
  • Shopify Horizon, build label 'V3.0.1 | First Draft Fixes' (theme_store_id 2481) — a recent replatform onto Shopify's newest first-party theme.
  • The modern primitives are in place and configured: predictive search with product suggestions, a sticky header that stays pinned through the scroll, a fixed buy bar on the product page, a slide-out cart drawer on add-to-cart, and a seven-group collection filter set including a price range. The opportunities sit in merchandising and trust content rather than in theme capability.
Overlay (GoKwik)

Checkout & Payments

via Payment method selection sits inside the GoKwik checkout overlay, which this audit did not enter transactionally

  • Guest checkout is available. GoKwik powers the express Buy Now button on the product page and the checkout handoff out of the cart.
  • A GoKwik Buy Now button sits in the product page's fixed buy bar alongside Add to cart, giving shoppers a one-tap path that skips the cart entirely.
  • UPI, GPay and PhonePe are the India-market expectation at this price point; no payment marks are shown on the cart drawer before the overlay engages

Technology Assessment

03

UX & Conversion Findings

Page-by-page analysis with visual comparisons against top Fashion & Apparel stores

A bottom navigation bar puts search, wishlist and account where a phone user's thumb already rests
Indian Terrain — Mobile Homepage
Indian Terrain — Mobile Homepage
Snitch — Mobile Bottom Navigation
Snitch — Mobile Bottom Navigation
Observations
  • There is no persistent bottom navigation on mobile — every navigation action begins with a reach to the top of the screen.
  • The header does stay in view while scrolling, so the functions are reachable; they simply sit at the least comfortable end of a large phone.
  • This is a pattern Indian shoppers are now trained on, because most leading Indian fashion stores and every shopping app place navigation at the bottom.
  • Wishlist in particular is buried by the current arrangement, even though saving items is how apparel shoppers return to buy.
Recommendations
  • Add a persistent bottom bar carrying home, categories, search, wishlist and account, so the whole store stays a thumb's reach away.
  • Show the saved-item count on the wishlist icon to give shoppers a reason to come back and finish.
  • Snitch runs a five-icon bottom navigation on mobile, which is the arrangement Indian shoppers now expect.
India pattern — 4/5 India stores in this benchmark set use mobile bottom navigation
A first-order incentive turns a newsletter signup into a captured shopper and a first purchase
Indian Terrain — Mobile Homepage
Indian Terrain — Mobile Homepage
Proposed Implementation — Indian Terrain Homepage
Proposed Implementation — Indian Terrain Homepage
Observations
  • The site's single email capture sits in the footer and offers new launches, first looks and the occasional good story — no discount, no early access, no reason to act now.
  • It is placed at the very bottom of a long page, so the shoppers most worth capturing have usually left before they reach it.
  • A first-time visitor who is not ready to buy therefore leaves no trace, and there is no way to bring them back.
  • The brand already runs a Terrain Club loyalty programme, so an incentive structure exists — it simply is not connected to the moment a new visitor arrives.
Recommendations
  • Offer a concrete first-order incentive with the signup so the exchange is worth making, rather than asking for an email in return for a newsletter.
  • Surface the capture earlier than the footer so it reaches shoppers while they are still browsing.
  • Route new subscribers into Terrain Club enrolment, so one signup starts the loyalty relationship instead of only a mailing list.
Standard — email capture with an incentive is the norm across this benchmark set
Collection cards carry only a photo, a name and a price, so shoppers must open every product to compare
Indian Terrain — Mobile Collection
Indian Terrain — Mobile Collection
Snitch — Mobile Collection Cards
Snitch — Mobile Collection Cards
Observations
  • No product card in the grid shows a star rating, so there is no social proof at the moment a shopper is choosing between similar shirts.
  • Colour variants are not shown as swatches on the card, so a shirt available in several colours looks like a single option and its other colourways go undiscovered.
  • Every comparison therefore costs a tap into the product page and a tap back, which is where browsing sessions quietly end on mobile.
  • The collection holds a large number of products, so the cost of thin cards compounds across a long scroll.
Recommendations
  • Add colour swatches to the card so shoppers can see and switch colourways without leaving the grid, which surfaces inventory that is currently invisible.
  • Display star ratings on the card once reviews are being collected, so social proof reaches shoppers at the browsing stage where the choice is actually made.
  • Snitch shows colour dots with an overflow count on its cards, letting shoppers judge the full range at a glance.
Anti-pattern — 8/10 stores in this benchmark set omit ratings on cards; colour swatches appear on 4/10
Product reviews are the strongest trust signal in apparel, and the product page currently offers none
Feature not present
Indian Terrain — Not Present
Blackberrys — Mobile PDP Reviews
Blackberrys — Mobile PDP Reviews
Observations
  • No review system is wired into the product page at all — there is no rating summary, no review count and no review section anywhere on the page.
  • The product page's own section navigation offers only Size chart and FAQs, so a shopper looking for buyer feedback finds nothing to click.
  • Shoppers buying apparel online cannot feel the fabric or check the fit, so they lean on other buyers' experience to decide — with none available, that reassurance has to come from somewhere else or the sale is lost.
  • The gap runs through the whole journey: with no reviews collected, product cards on collection pages have no ratings to display either.
Recommendations
  • Install a reviews app and surface a rating summary directly under the product title, with the full review section further down the page.
  • Ask for a photo with each review so shoppers can see the garment on real customers in real light, which answers fit and colour questions no product shot can.
  • Seed the system by emailing past purchasers, so the first shoppers to arrive find an established set of reviews rather than an empty section.
  • Blackberrys already shows a rating and customer reviews on its product pages, which is the standard shoppers in this category now expect.
Growing — 7/10 stores in this benchmark set show customer reviews on the PDP
Showing a monthly instalment option alongside the price makes a premium garment feel affordable
Indian Terrain — Mobile PDP
Indian Terrain — Mobile PDP
Rare Rabbit — Mobile PDP EMI
Rare Rabbit — Mobile PDP EMI
Observations
  • The product page shows the price and the discount but makes no mention of instalments, pay-later or any financing option.
  • Products here sit well above the level at which Indian shoppers routinely expect to see a monthly option presented.
  • Basket values rise when shoppers buy several garments at once, which is exactly when a payment option stops being decorative and starts deciding the order.
  • The option is absent throughout the journey, not merely buried — nothing appears on the product page or in the cart.
Recommendations
  • Display the monthly instalment equivalent directly beneath the price so affordability is clear before the shopper reaches checkout.
  • Keep the messaging to the monthly figure and a short explanatory link, so it reassures without competing with the price itself.
  • Extend the same message into the cart drawer, where a multi-item basket makes the option most persuasive.
  • Rare Rabbit shows 'Pay Now / Rest Pay Later' plus '0% EMI on UPI' directly beneath the price on every PDP.
Growing — 5/10 stores in this benchmark set show instalment or pay-later messaging on the PDP
Telling shoppers whether a style runs true to size cuts both hesitation before the order and returns after it
Indian Terrain — Mobile PDP
Indian Terrain — Mobile PDP
Proposed Implementation — Indian Terrain PDP
Proposed Implementation — Indian Terrain PDP
Observations
  • A size chart is available and the fit name is stated, but nothing tells the shopper whether this particular style runs true to size, small or large.
  • The page asks shoppers to compare measurements against a shirt they already own, which pushes the work of judging fit onto them.
  • Sizing doubt is the most common reason an apparel shopper leaves without ordering, and the most common reason a garment comes back.
  • With no reviews on the page, there is not even indirect fit feedback from other buyers to fall back on.
  • The reference product sells at ₹2,099 against an MRP of ₹2,999, a 30% markdown, so every size-related return costs the brand both the discounted margin and the return logistics.
Recommendations
  • Add a short fit indicator beside the size selector stating plainly whether the style runs true to size, and for whom.
  • Once reviews are live, collect the size ordered and usual size with each one so an aggregate fit reading builds automatically.
  • Frame the guidance per style rather than per category, since a slim shirt and a classic shirt do not fit the same shopper the same way.
Growing — 5/10 stores in this benchmark set give an explicit fit indicator
Outfit-based recommendations grow the basket where lookalike products only compete with the item already chosen
Indian Terrain — Mobile PDP
Indian Terrain — Mobile PDP
Proposed Implementation — Indian Terrain PDP
Proposed Implementation — Indian Terrain PDP
Observations
  • The product page does carry a recommendations row, so the mechanism is already in place — the issue is what it chooses to show.
  • On a shirt page the row is dominated by more shirts, which asks the shopper to reconsider the choice they have just made rather than build on it.
  • The brand already merchandises by occasion across Work, Weekend, Occasion and Travel, so the outfit logic exists everywhere except where it would earn money.
  • A shirt shopper shown a matching trouser is being offered a second item; a shirt shopper shown four more shirts is being offered a reason to hesitate.
  • Pairing the ₹2,099 shirt (MRP ₹2,999) with the ₹1,999 Brooklyn Fit Cotton Stretch Trouser (MRP ₹2,499) turns a single-item order into a ₹4,098 outfit — the arithmetic the current row never puts in front of the shopper.
Recommendations
  • Retune the recommendation row to complete the outfit, pairing a shirt with trousers and accessories rather than with alternative shirts.
  • Label the row so its purpose is obvious, which sets the shopper's expectation that these items go together.
  • No approved competitor runs a genuine outfit-based row on the PDP itself, so this is a forward-looking best-practice mockup rather than a competitor-matched benchmark.
Standard — 8/10 stores in this benchmark set run PDP cross-sell; outfit bundles outperform generic rows
Adding trust and payment signals beside the checkout button keeps confidence intact at the final decision point
Feature not present
Indian Terrain — Not Present
Proposed Implementation — Indian Terrain Cart
Proposed Implementation — Indian Terrain Cart
Observations
  • Adding a product opens a cart drawer, and that drawer is what almost every shopper sees — it carries no payment icons, no secure-checkout mark and no returns reassurance anywhere near the checkout button.
  • The reassurance does exist on the site: the standalone cart page shows a Free Shipping, Fairtrade Certified, 7-Day Easy Returns and Secure Payments strip. The drawer simply never inherits it.
  • That means the trust signals are present exactly where shoppers do not go and absent exactly where they commit.
  • First-time buyers deciding on a purchase over two thousand rupees are the ones most likely to hesitate, and they get nothing to steady them.
  • The reference basket is a single shirt at ₹2,099, marked down 30% from an MRP of ₹2,999 — a meaningful first purchase, and nothing in the drawer steadies the shopper at the moment of payment.
Recommendations
  • Carry the existing Secure Payments, 7-Day Easy Returns and Fairtrade strip into the cart drawer, directly beneath the checkout button.
  • Add the payment marks the store already accepts so shoppers can see their preferred method is supported before they commit.
  • Because the assets and copy already exist on the cart page, this is a placement change rather than new design work.
Growing — 5/10 stores in this benchmark set show trust badges at the point of purchase
Three lines the cart already has the information for — shipping earned, money saved, and what pairs with the order — turn a bare total into a reason to finish
Feature not present
Indian Terrain — Not Present
Snitch — Mobile Cart Recommendations
Snitch — Mobile Cart Recommendations
Observations
  • The store offers free shipping above a set order value and announces it in the top bar, but the cart drawer never mentions it again — a shopper who has already earned it is never told, and one who is just short gets no prompt to add another item.
  • Each line shows a sale price against the original, yet the total is a single figure with no saving beside it, leaving the shopper to do the arithmetic that would have made them feel good about the order.
  • The drawer carries no product recommendations at all, even though the standalone cart page does — so the merchandising exists on the surface shoppers bypass and is missing from the one they actually use.
  • The only shipping message in the drawer is that shipping is calculated at checkout, which reads as an unresolved cost at the moment of commitment.
Recommendations
  • Add a shipping line that either confirms free shipping is unlocked or states exactly how much more is needed, and pair the near-threshold state with an easy way to add one more item.
  • Add a total savings line in rupees, built from figures the cart already holds.
  • Bring the recommendation row from the cart page into the drawer, framed as pieces that complete the outfit rather than as more of the same category.
  • Snitch runs recommendation rows inside its cart, keeping basket-building in the checkout flow.
Growing — 6/10 stores in this benchmark set show a free shipping threshold with progress
04

App Ecosystem

What's installed vs what's missing from best-in-class Fashion & Apparel stores

6 Apps
Detected
5 Critical Categories
Missing

Present (6)

GoKwik
Checkout & Cart Overlay
Terrain Club (loyalty programme)
Loyalty & Retention
Shopify predictive search
Navigation & Discovery
Native wishlist
Engagement
Shopify Search & Discovery filters
Navigation & Discovery
Theme sticky buy bar
Conversion Optimization

Missing (5)

Reviews App (Judge.me / Yotpo / Loox) Critical
Trust & Social Proof
📈 Star ratings and written reviews lift product page conversion
Growing pattern — 7/10 stores in this benchmark set show customer reviews on the PDP; no review system is present anywhere on this store
EMI / Pay-Later provider (Snapmint, Simpl, Razorpay EMI) Critical
Payments & Affordability
📈 Monthly instalment messaging makes a premium garment feel affordable
Growing pattern — 5/10 stores in this benchmark set show instalment or pay-later messaging on the PDP, and the closest price peer does
Cart Upsell & Shipping Bar (Rebuy, Bold Upsell, or theme cart config) Critical
Cart & Checkout Optimization
💰 Shipping progress, savings total and in-cart recommendations lift basket size
Growing pattern — 6/10 stores show a free-shipping threshold with progress and 7/10 run cross-sell in the cart drawer
Size & Fit guidance (Fit Analytics, Kiwi Sizing, or review-driven fit data) Critical
Trust & Social Proof
✨ Fit guidance reduces size hesitation before the order and returns after it
Growing pattern — 5/10 stores in this benchmark set give an explicit fit indicator beyond a size chart
Email capture with incentive (Klaviyo / Shopify Forms with an offer) Opportunity
Lead Capture & Retention
💰 A first-order incentive converts anonymous visitors into contactable shoppers
Standard across this benchmark set; the current footer form offers no incentive and is not linked to Terrain Club

App Stack Assessment

6 apps detected, 5 critical gaps identified

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