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
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
Putting the categories one tap inside the menu gets more shoppers onto a product listing, which is where buying starts
Indian Terrain — Mobile Homepage
Proposed Implementation — Indian Terrain Menu
Observations
- On a phone the menu button is the main way around the site, because the top bar carries only the logo, search, wishlist and bag.
- Opening it shows just two lines, Shop and About. Tapping Shop shows three more, Categories, Signature and Collections, and only after opening one of those does an actual category such as shirts or trousers appear.
- So reaching shirts takes four taps from the homepage, and there is no direct route to shirts, trousers, new arrivals or the sale at any earlier point.
- Wishlist is buried by the same arrangement, even though saving items is how clothing shoppers come back to buy later.
Recommendations
- Put the main categories on the first screen of the menu, so shirts, polos and t-shirts, trousers, jeans, shorts and the sale are each one tap away.
- Keep Signature and Collections below them as extra ways to browse, rather than doors the shopper has to pass through.
- Taking two taps out of every journey means more shoppers reach a product listing at all, which is the first thing limiting how many products get seen.
One overall rating with a review count, linked to its source, is far more convincing than separate scores a shopper cannot verify
Indian Terrain — Mobile Homepage
Proposed Implementation — Indian Terrain Homepage
Observations
- A What our men keep saying section pairs customer quotes with a product and a line reading Google Review followed by a score.
- Each quote carries its own separate score, with no overall rating, no total number of reviews, no verified mark and no link to the Google listing the scores are said to come from.
- The same rating appears nowhere on the product pages, so a shopper convinced on the homepage finds nothing to back it up when they are actually choosing a shirt.
- A score attached to a first name, with no way to check it, reads as marketing copy rather than proof, which is the opposite of what the section is there to do.
Recommendations
- Show one overall rating with the total number of reviews behind it, and link it to the public listing it comes from.
- Put that rating above the quotes and repeat it on the product pages, so the same number follows the shopper through to the point of buying.
A first-order reward turns an anonymous visitor into a contactable shopper, and often into a first sale
Indian Terrain — Mobile Homepage
Proposed Implementation — Indian Terrain Homepage
Observations
- The only email signup sits in the footer and offers new launches, first looks and the occasional good story. There is no discount, no early access and no reason to act now.
- It sits at the very bottom of a long page, so most of the visitors worth capturing have already 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 the Terrain Club rewards programme, so a reward already exists. It is simply not connected to the moment a new visitor arrives.
Recommendations
- Offer a clear reward on the first order in exchange for the email, so the swap is worth making.
- Move the signup higher up the page so it reaches shoppers while they are still browsing.
- Sign new subscribers straight into Terrain Club, so one signup starts the rewards relationship rather than only a mailing list.
A simple trail at the top lets shoppers move to a wider or nearby category without starting again from the menu
Indian Terrain — Mobile Collection
Rare Rabbit — Mobile Collection Breadcrumb
Observations
- Category pages open with a coloured banner carrying the heading and a one-line description, then the products.
- There is no trail at the top showing where the page sits in the store, on any category we checked, including shirts, polos and t-shirts and the sale.
- Someone arriving from Google or a shared link has no idea where they are in the store and no quick way to step up to a wider category or across to a related one.
- Combined with a menu that takes four taps to reach a category, the only way to switch is to start navigating from the top all over again.
Recommendations
- Add a simple trail above the category heading showing the path from the home page through to the current category, with each step tappable.
- Use the same trail on product pages, so the way back is consistent wherever a shopper lands.
- Rare Rabbit shows this trail above its category pages, giving shoppers a one-tap route to a wider selection.
Small labels such as Bestseller or Low Stock tell a shopper which product to look at first, which lifts clicks into product pages
Indian Terrain — Mobile Collection
Proposed Implementation — Indian Terrain Collection
Observations
- Every product in the list carries the same visual weight. Nothing marks a shirt as new, a bestseller, running low on stock, or discounted.
- A Sale label appears only inside the Sale section, so in an ordinary category the shopper gets no signal at all.
- The cards already show a photo, name, price and colour choices, so the design itself is in good shape. What is missing is a reason to look at one product before another.
- No card shows a star rating either, because no reviews are being collected anywhere on the site.
- Across the listing the reference shirt sits at ₹2,099 against an MRP of ₹2,999, a 30% saving, next to a trouser at ₹1,999 against ₹2,499, and nothing on the cards draws the eye to either.
Recommendations
- Add one small badge per card, chosen from New, Bestseller, the discount, or Low Stock, and keep it to one badge so the page still looks calm.
- Use the brand's own colours for the badge rather than a loud promotional red, so the listing still feels premium.
- Show star ratings on the cards once reviews are being collected, so shoppers can judge quality without opening every product.
Reviews are what convince a first-time shopper the shirt is worth the money, and there are none anywhere on the site
Feature not present
Indian Terrain — Not Present
Blackberrys — Mobile PDP Reviews
Observations
- There are no star ratings and no written reviews on any product page. Nothing tells a shopper what other buyers thought of the shirt.
- The tabs on the product page offer only Size chart and FAQs, so someone looking for opinions has nothing to open.
- Online a shopper cannot feel the fabric or try the fit on. Other buyers' experience is what replaces that, and right now there is nothing to fall back on.
- Because no reviews are being collected, the listing pages have no ratings to show either, and the star scores on the homepage have nothing to link back to.
Recommendations
- Add a reviews app and show the star rating just under the product name, with the full reviews further down the page.
- Ask buyers to add a photo with their review, so shoppers can see the shirt on real people instead of only on models.
- Ask each reviewer for the size they bought and the size they normally wear, so fit advice builds up by itself over time.
- Blackberrys already shows a rating and customer reviews on its product pages, which is what shoppers in this category now expect.
Showing both Add to Cart and Buy Now lets shoppers either keep shopping or check out straight away, instead of forcing one route
Indian Terrain — Mobile PDP Sticky Bar
Rare Rabbit — Mobile PDP Sticky Buy Bar
Observations
- The product page keeps a bar fixed at the bottom of the screen with the price and a buy button, which is the right idea and keeps the price in view while scrolling.
- That bar only ever shows one button, never both. In the mobile sessions we tested, only Buy Now was visible; in other sessions the opposite appears, with Add to cart showing and no Buy Now.
- Which button survives appears to depend on whether the express checkout script finishes loading, so different shoppers can be offered different options on the same page.
- Either way the shopper loses one of the two routes at the moment they have decided to buy: either the quick route to payment, or the option to add this shirt and carry on shopping for a second one.
Recommendations
- Show Add to Cart and Buy Now side by side in the bottom bar, each with enough room to be tapped comfortably.
- Give Add to Cart the main position, since that is the route that allows a second item and a bigger order, and keep Buy Now beside it for shoppers in a hurry.
- Make the bar behave the same way every time, so what a shopper is offered does not depend on whether a third-party script has finished loading.
- Rare Rabbit shows both buttons together in its bottom bar, so the shopper can add and carry on, or buy straight away.
Showing the actual measurements where the shopper picks a size builds the confidence to order and cuts returns
Indian Terrain — Mobile PDP
Proposed Implementation — Indian Terrain PDP
Observations
- The product description tells the shopper to compare the chest, shoulder and length measurements against a shirt that already fits them well.
- Those measurements do exist, but only inside a size chart that has to be opened on purpose. They never appear next to the size buttons, which is where the decision is actually made.
- The Specification panel, the obvious place for them, instead lists fit, fabric, pattern, collar and material, where fabric and material say the same thing twice and no measurement appears at all.
- Nothing anywhere tells the shopper whether this shirt runs true to size, small or large, and with no reviews on the page there is no advice from other buyers either.
- The reference product sells at ₹2,099 against an MRP of ₹2,999, a 30% saving, so every return caused by a wrong size costs both that margin and the courier both ways.
Recommendations
- Show the measurements for the size selected right under the size buttons, using the figures the size chart already holds, so the comparison the description asks for can be made without opening anything.
- Replace the repeated fabric and material rows in the Specification panel with those measurements, and add the model's height and the size worn to the product photos.
- Add a short line beside the sizes saying whether the shirt runs true to size, kept specific to each style, since a slim shirt and a classic shirt do not fit the same person the same way.
A monthly instalment and a one-tap UPI option make a premium shirt feel affordable and save the shopper filling in a form
Indian Terrain — Mobile PDP
Rare Rabbit — Mobile PDP Payment Options
Observations
- The product page shows the price and the discount but says nothing about EMI, instalments or pay later.
- There is also no quick payment option before checkout, so no UPI and no wallet button. Everyone has to go through the full checkout form.
- Shoppers who intend to pay by UPI, which is how most of this market pays on a phone, still have to fill in the whole form before they get there.
- Shirts here sit well above the price at which Indian shoppers expect to be shown a monthly option, and the amount grows further when someone buys two or three pieces at once.
Recommendations
- Add quick payment buttons under Add to Cart, led by UPI, and repeat them in the bag so the shortcut is available from both places.
- Show the monthly instalment amount under the price, so affordability is clear long before checkout.
- Rare Rabbit shows a pay-later option and zero-percent EMI on UPI directly under the price on its product pages.
Suggesting the trouser that completes the outfit adds a second item, where more shirts only compete with the one already chosen
Indian Terrain — Mobile PDP
Proposed Implementation — Indian Terrain PDP
Observations
- The product page already has a suggestions row, so nothing new needs building. The issue is what it chooses to show.
- On a shirt page that row is filled with more shirts, which asks the shopper to reconsider the choice they have just made rather than build on it.
- The brand already groups clothes by occasion across Work, Weekend, Occasion and Travel, so the thinking behind outfits exists everywhere except where it would earn money.
- Putting 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, and the current row never shows the shopper that.
Recommendations
- Change the suggestions row to show items that complete the outfit, pairing a shirt with trousers and accessories instead of with other shirts.
- Give the row a clear heading so the shopper understands these pieces are meant to go together.
Payment marks and a returns promise next to the checkout button are what settle a first-time buyer's nerves
Feature not present
Indian Terrain — Not Present
Proposed Implementation — Indian Terrain Cart
Observations
- When a shopper adds an item, a bag slides open from the side. That side bag is what nearly everyone sees, and it shows no payment logos, no secure-payment mark and no mention of returns.
- The reassurance does exist elsewhere: the full cart page carries a Free Shipping, Fairtrade Certified, 7-Day Easy Returns and Secure Payments strip. The side bag simply never picks it up.
- So the trust messages sit on a page most shoppers never open, and are missing from the one place where they are about to hand over money.
- A single shirt here costs ₹2,099, down 30% from ₹2,999. That is a real amount for someone buying from the brand for the first time, and nothing steadies them at that moment.
Recommendations
- Repeat the existing Secure Payments, 7-Day Easy Returns and Fairtrade strip inside the side bag, directly under the checkout button.
- Show the payment methods the store already accepts, so shoppers can see their preferred option is supported before they commit.
- The wording and the icons already exist on the cart page, so this is a matter of moving them, not designing something new.
Suggesting a matching item at the moment someone adds to the bag is the easiest route to a second product
Feature not present
Indian Terrain — Not Present
Snitch — Mobile Cart Recommendations
Observations
- With one item in the bag, the product sits at the top and the totals sit at the bottom.
- The space between them is a large blank area taking up roughly half the bag, with nothing in it.
- Suggestions do exist on the full cart page, but not in the side bag that opens when someone adds an item, so the merchandising sits on the page shoppers skip.
- Menswear orders grow naturally, since a shirt invites a trouser, and that chance passes unused at the exact moment the shopper is most interested.
Recommendations
- Put a small row of two or three matching products in that empty space, each with a quick add button.
- Base the choice on what is already in the bag and present it as completing the outfit, rather than as more of the same category.
- Snitch shows suggestion rows inside its bag, keeping the chance to add a second item inside the checkout flow.
Hiding the coupon box behind a small link keeps shoppers moving towards payment instead of opening a new tab
Indian Terrain — Mobile Cart
Proposed Implementation — Indian Terrain Cart
Observations
- The bag shows a full-width Discount code box with an Apply button directly above the total and the checkout button, on both the side bag and the cart page.
- It is one of the most noticeable things in the bag and it is shown to everyone, whether or not any offer is running and whether or not they were ever given a code.
- An empty coupon box at the moment of paying is a well-known prompt for shoppers to go off and search for a discount, and many never come back to finish.
- The bag also shows a discount error message before anything has been typed, which reads like something has gone wrong at the worst possible moment.
- The reference product throughout this report is the Check Half Sleeve Cotton Shirt at ₹2,099, marked down 30% from an MRP of ₹2,999. Nothing about that order tells the shopper a code exists to be found.
Recommendations
- Replace the open box with a small Have a promo code? link that opens the field only when tapped.
- Apply live offers automatically so most shoppers never need the field, and hide the error message until something has actually been entered.
- Make the checkout button the boldest thing in the totals area, so the main route forward is the most obvious one.
One clear shipping promise, confirmed in the bag, removes the last doubt before payment
Indian Terrain — Mobile Cart
Proposed Implementation — Indian Terrain Cart
Observations
- The free shipping offer appears in three places on a single product page and the three do not agree. The top strip says free shipping above 1999 with no rupee symbol, the panel under the buy button says free delivery above ₹2,000, and the band lower down says free shipping above ₹1999.
- A shopper whose bag falls between those two amounts cannot tell whether shipping is free, at exactly the order value where the offer is meant to encourage one more item.
- The bag then refuses to settle it. The amount is labelled an estimate and followed by a line saying shipping is worked out at checkout, on both the side bag and the cart page, even when the order is already above the promised amount.
- Being told the final cost is still unknown, at the moment of paying, is one of the most common reasons shoppers abandon a bag, even when the cost turns out to be nothing.
- The order used in this example is the Check Half Sleeve Cotton Shirt at ₹2,099, down 30% from an MRP of ₹2,999 — already past the promised free shipping amount, and the bag still will not say so.
Recommendations
- Pick one amount, write it once with the rupee symbol, and drive the top strip, the product page, the footer band and the bag from that single setting so the number cannot drift apart again.
- Say plainly in the bag that shipping is free once the order qualifies, and show the charge when it does not.
- Replace the estimate wording with a firm total so nothing changes at checkout, and show shoppers who are still short how much more they need to add.
04
App Ecosystem
What's installed vs what's missing from best-in-class Fashion & Apparel stores
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
Confidential — Prepared for Indian Terrain by Growisto | September 2026