Louis Philippe
01

Audit Overview

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

Why We Created This Audit

We analyzed louisphilippe.abfrl.in 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.

2 Critical
4 Important
3 Opportunities

What We Analyzed

  • UX & Conversion Design9 findings
  • Performance & Speedvs 3 competitors
  • Technology & App StackPlatform + 14 apps
  • Industry BenchmarksFashion & Apparel

Pages Analyzed

  • Homepage3 findings
  • Collection Pages2 findings
  • Product Pages (PDP)2 findings
  • Cart & Checkout2 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 Louis Philippe

47

Mobile PageSpeed Score

Louis Philippe scores 47/100 on mobile and 41/100 on desktop — middling lab performance dragged down by severe layout instability (CLS 0.796, well above the 0.1 'good' threshold) and heavy main-thread blocking (mobile TBT 653ms). Largest Contentful Paint is actually healthy (2.5s), so the priority is visual stability and script weight, not raw load speed.

Competitive Comparison

Benchmarked against 3 leading Fashion & Apparel stores in your market

Store Mobile Score Desktop Score Mobile LCP Mobile CLS Mobile TBT
Louis Philippe (Client)47412.5s0.796653ms
Blackberrys669210.8s0.000ms
Snitch73362.2s0.084559ms
Arrow386514.7s0.00892ms
Good
Needs Improvement
Poor

⚠ Note: Arrow scores lower than Louis Philippe 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

⚠ 3 of 5 Core Web Vitals passed
LCP How fast content appears
2.5s
Target: ≤ 2.5s
Pass
FCP First visual response
1.6s
Target: ≤ 1.8s
Pass
TBT Main thread blocking
653ms
Target: ≤ 200ms
Fail
CLS Visual stability
0.796
Target: ≤ 0.1
Fail
INP Tap/click responsiveness
160 ms
Target: ≤ 200ms
Pass

What This Means for Revenue

Mobile lab performance (47) is held back by a very high Cumulative Layout Shift (0.796) and Total Blocking Time (653ms) — the login interstitial and late-loading content shift the page as it renders. LCP (2.5s) and FCP (1.6s) are fine. Real-user CrUX field data is kinder (LCP, FCP and INP all rated FAST), so caching helps repeat visitors, but the layout-shift issue affects everyone on the first load. Among peers the picture is mixed — Blackberrys is strongest on desktop (92) with perfect CLS/TBT, while Snitch (mobile 73 / desktop 36) and Arrow (mobile 38 / desktop 65) each swing hard between devices — so steady, stability-focused performance work is a clear way for Louis Philippe to differentiate.

Technology Stack

⚠ 2 of 6 technology areas are clearly healthy (a modern Next.js platform and site-wide HTTPS). The rest need attention: performance is dragged down by layout shift and blocking time, and login is forced across the conversion path (first-visit interstitial, coupon field and checkout).
Modern Custom Platform

Platform

Custom (ABFRL Next.js "superapp")

Louis Philippe runs on Aditya Birla Fashion & Retail's shared Next.js "superapp" codebase — the same architecture serving Allen Solly, Van Heusen, Peter England, Reebok, Simon Carter and American Eagle (all in the site's own 'More Brands' switcher). This is NOT Shopify/Magento: URLs follow /c/{slug} for categories, /shop/{slug} for landing pages and /p/{...}.html for products. A modern React/Next.js SSR stack with shared engineering across seven brands — capable, though less plug-and-play than a Shopify app ecosystem for adding CRO features quickly.

Custom Build

Theme

Custom Next.js superapp (shared ABFRL codebase)

  • Type: Custom build — not a purchasable/swappable theme
  • Multi-brand React/Next.js frontend shared across seven ABFRL brands, not a theme-store product
  • Because the frontend is a shared custom build (no theme/app marketplace), adding conversion features — a soft sign-in prompt, EMI messaging, on-card ratings, guest checkout — means engineering work on the shared platform rather than installing an app. That raises the bar for iteration speed but keeps full design control.
Forced Login

Checkout & Payments

Native ABFRL account checkout (OTP / Google) via Not verified (login-gated past checkout)

  • Guest checkout is BLOCKED (verified): with an item in the bag, tapping 'Check Out' fires a full-screen OTP login/sign-up modal and does not advance to address or payment without a mobile-number OTP or Google sign-in — see UX finding cart_f2.
  • Google Sign-In is offered alongside mobile-OTP login; no express-checkout wallet (Shop Pay-style) is present. Add-to-bag and the cart page itself work without login — only the checkout step and coupon application are gated.
  • Payment methods could not be confirmed — checkout requires OTP/Google login, out of scope for an anonymous audit. An active rewards/membership system is present ('61 PTS' loyalty shown on the PDP and cart).

Technology Assessment

Louis Philippe runs on ABFRL's shared custom Next.js "superapp" — the same modern React/SSR stack powering Allen Solly, Van Heusen, Peter England and Reebok in India. That's a capable foundation, but two things hold the experience back. First, performance: mobile Lighthouse lands at 47 (desktop 41), driven not by slow loading (LCP is a fine 2.5s) but by a very high Cumulative Layout Shift (0.796) and heavy main-thread blocking (TBT 653ms) — the page visibly jumps as it renders. Akamai mPulse RUM is already in place to watch this, and real-user field data is kinder, but the layout instability hits every first-time visitor. Second, login friction runs the length of the funnel: a forced first-visit interstitial, a coupon field locked behind sign-in, and a checkout that refuses to advance without an account. None of these are broken code — they're product and performance choices that a focused CRO engagement can unwind on the shared platform.

03

UX & Conversion Findings

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

A full-screen login/OTP wall greets every first-time mobile visitor before they see a single product — a soft, dismissible sign-in prompt would let shoppers browse first and convert more
Louis Philippe — Mobile
Louis Philippe — Mobile
Proposed Implementation — Louis Philippe Homepage
Proposed Implementation — Louis Philippe Homepage
Observations
  • On every fresh mobile visit, a full-screen ‘LOG IN / SIGN UP’ modal fires immediately, covering the hero, navigation and products behind it — the shopper's first interaction is a demand to hand over a mobile number.
  • The modal offers only two ways forward (enter a mobile number for OTP, or sign in with Google). There is no ‘continue as guest’ or ‘skip for now’ path, so a visitor who isn't ready to create an account has to hunt for the small X to see any product.
  • Verified positive: the X does dismiss the modal for a real tap — but the interstitial reappears on each new session, adding friction to precisely the audience (first-time, top-of-funnel visitors) most likely to bounce.
  • Louis Philippe's own downstream funnel is strong (guest checkout works, cart is accessible without login) — which makes gating the very first screen behind sign-up an avoidable early drop-off.
Recommendations
  • Replace the blocking full-screen interstitial with a soft, dismissible sign-in nudge (a slide-up or a persistent ‘Sign in for faster checkout’ chip) that never covers the hero — let shoppers browse first.
  • If lead capture is a priority, trigger the sign-in prompt on intent (add-to-bag, wishlist, or exit) rather than on the first paint, and always keep a clear ‘continue browsing’ option.
Anti-pattern — no top fashion store gates first-visit browsing behind a forced account wall
Louis Philippe's trust cues — Free Shipping, 15-day Returns, Express Delivery — only appear at the very bottom of a 5,000px homepage; surfacing them near the top builds confidence before the shopper scrolls away
Louis Philippe — Mobile (footer)
Louis Philippe — Mobile (footer)
Proposed Implementation — Louis Philippe Homepage
Proposed Implementation — Louis Philippe Homepage
Observations
  • The reassurance strip (Free Shipping, Return within 15 days, Express Delivery in store mode) is present but sits near the very foot of the page — the probe located it at ~4,650px down on a ~5,030px homepage.
  • Above the fold the shopper sees the hero and category tiles, but none of the delivery/returns reassurance that reduces first-purchase hesitation for a premium (₹3,000+) apparel basket.
  • Trust/USP messaging near the top or just under the hero is a common pattern among peer menswear stores and helps carry momentum from the hero into the catalogue.
  • The elements already exist and are on-brand — this is a placement and repetition opportunity, not a build-from-scratch effort.
Recommendations
  • Repeat the Free Shipping / Easy Returns / Express Delivery strip as a slim band directly beneath the hero (and again in the sticky context on PDP), not only in the footer.
  • Pair each icon with a one-line benefit (e.g. ‘Free shipping on every order’, ‘15-day easy returns & exchange’) to make the reassurance explicit.
Growing — trust/USP strips appear near the top on ~7/10 benchmarked stores
Mobile shoppers navigate only from a top hamburger — a fixed app-style bottom bar (Home, Categories, Search, Wishlist, Account) keeps key destinations one tap away and lifts browse depth
✗
Feature not present
Louis Philippe — Not Present
Proposed Implementation — Louis Philippe Homepage
Proposed Implementation — Louis Philippe Homepage
Observations
  • On mobile, all navigation lives in the top header (hamburger + search + wishlist + bag) — there is no persistent bottom navigation bar. Verified: no fixed bottom nav element renders on the homepage.
  • Every category jump requires reaching up to the hamburger, then drilling through a menu — more friction than the thumb-reachable bottom bar shoppers now expect from India fashion apps.
  • Leading India menswear/fashion players (e.g. Snitch) run a fixed 5-icon bottom bar (Home / Categories / Search / Wishlist / Account) that stays put through the whole journey.
  • This is a mobile-navigation enhancement, not a broken state — the current header works, it just isn't optimised for one-thumb browsing.
Recommendations
  • Add a persistent bottom navigation bar on mobile with Home, Categories, Search, Wishlist and Account — thumb-reachable throughout the session.
  • Surface the wishlist and account entries there too, so returning shoppers resume quickly without hunting in the hamburger.
Differentiator — persistent mobile bottom nav appears on ~4/10 stores (India-market pattern)
Product cards show price and swatches but hide the 4.3★ / 48-rating social proof that lives on the PDP — putting ratings on cards lifts click-through from the browse grid
Louis Philippe — Mobile
Louis Philippe — Mobile
Proposed Implementation — Louis Philippe Collection
Proposed Implementation — Louis Philippe Collection
Observations
  • Across the Men Formal Shirts grid (2,537 items), not one of the ~24 product cards inspected shows a star rating or review count — cards carry image carousel, wishlist, a ‘Similar’ button, price, MRP strikethrough and colour swatches, but no rating.
  • The rating data clearly exists: the same products display a 4.3★ / 48-ratings badge on the PDP. The browse grid simply doesn't surface it.
  • For a considered premium purchase, ratings on the card help shoppers prioritise which products to open — hiding them until the PDP costs a cheap, high-intent trust signal at the exact moment of comparison.
  • Because the numbers are already captured, exposing them on the card is largely a front-end change, not a new data collection effort.
Recommendations
  • Surface the existing aggregate rating (stars + count) on every product card in collection grids and homepage carousels.
  • Keep it compact (e.g. ‘4.3 ★ (48)’) so it complements, rather than crowds, the price and swatch row already on the card.
Standard anti-pattern — missing card ratings is the most common browse-stage social-proof gap in fashion
Shoppers must open a full PDP to add any item to bag — a quick-add (with size) on the card shortens the path from browse to bag on mobile
Louis Philippe — Mobile
Louis Philippe — Mobile
Proposed Implementation — Louis Philippe Collection
Proposed Implementation — Louis Philippe Collection
Observations
  • Collection cards offer wishlist and a ‘Similar’ shortcut, but there is no quick-view or quick-add — the only way to put an item in the bag is to open the full product page and select a size there.
  • For shoppers scanning a 2,500+ item grid, every add-to-bag requires a full PDP round trip and a back-navigation, which lengthens the browse-to-bag journey on mobile.
  • A lightweight quick-add (size chips revealed on the card, or a quick-view drawer) lets decisive shoppers add staples like formal shirts without leaving the grid.
  • This complements — not replaces — the PDP, which remains the place for detail-oriented shoppers.
Recommendations
  • Add a quick-add affordance on the card that reveals size chips inline (or opens a compact quick-view drawer) so shoppers can add to bag without a full PDP load.
  • Prioritise this for high-repeat, low-consideration categories (formal shirts, tees, socks) where shoppers often buy multiples.
Growing — quick-view/quick-add is an increasingly common browse-efficiency pattern
The cart shows Secure Checkout, Easy Returns and Free Shipping badges — but the PDP, where the buy decision is made, shows none; a small trust strip near add-to-bag reinforces confidence at the decisive moment
✗
Feature not present
Louis Philippe — Not Present
Proposed Implementation — Louis Philippe PDP
Proposed Implementation — Louis Philippe PDP
Observations
  • The cart page carries a clear reassurance row — Secure Checkout, Easy returns & exchanges, Free shipping — but the PDP itself has no equivalent trust/assurance strip near the price or add-to-bag.
  • The PDP is where the purchase decision actually happens; the shopper weighs a ₹3,000+ commitment with no on-page reminder of authenticity, secure payment, or the 15-day return safety net.
  • The messaging already exists elsewhere on the site (cart and footer), so this is about repeating it at the decision point, not creating new claims.
  • A compact icon strip below the size selector / add-to-bag is enough — it needn't crowd the buy area.
Recommendations
  • Add a slim trust strip on the PDP near the add-to-bag / price — 100% genuine, Secure payments, 15-day easy returns & exchange, Free shipping — reusing the icons already shown in cart.
  • Keep it to 3–4 concise icons so it reassures without competing with the primary buy action.
Growing — trust badges on PDP appear on ~5/10 benchmarked stores
There's no way to ask a quick fit or fabric question — no live chat or WhatsApp support was found on the PDP or homepage, so pre-purchase doubts go unanswered and convert into drop-offs
✗
Feature not present
Louis Philippe — Not Present
Proposed Implementation — Louis Philippe PDP
Proposed Implementation — Louis Philippe PDP
Observations
  • No live-chat, WhatsApp, or instant-support widget was detected on the homepage or the product page — verified across both page types.
  • For a premium (₹3,000+) apparel purchase, shoppers often have a specific fit, fabric, or sizing question; with no instant channel, the only options are to guess or abandon.
  • The technology-stack review corroborates this: no customer-support/live-chat tool is present in the site's app ecosystem, despite a rich marketing/analytics stack.
  • This is a support-coverage gap, not a broken feature — the site simply offers no real-time way to reach a human at the decision point.
Recommendations
  • Add a live-chat or WhatsApp support entry point on the PDP and cart (‘Questions about fit or fabric? Chat with a stylist’).
  • Route it to a real agent or a well-scoped assistant during peak hours; even a WhatsApp handoff meaningfully reduces pre-purchase hesitation.
Growing — an instant support/WhatsApp channel is an increasingly expected trust signal in India D2C
Guests see ‘LOGIN TO APPLY COUPON’ instead of a coupon field — forcing sign-in to redeem a discount at the highest-intent moment adds friction right before checkout
Louis Philippe — Mobile
Louis Philippe — Mobile
Proposed Implementation — Louis Philippe Cart
Proposed Implementation — Louis Philippe Cart
Observations
  • In the shopping bag, where a coupon field would normally sit, guests instead see a ‘LOGIN TO APPLY COUPON’ link — a discount code cannot be entered without first creating or signing into an account.
  • This lands at the highest-intent, most price-sensitive moment: a shopper holding a code (from an ad, email, or the site's own ‘extra 15% off first purchase’ banner) is forced to stop and authenticate to use it.
  • The friction is notable because guest checkout otherwise works — the shopper can reach ‘CHECK OUT’ without logging in, but not apply their coupon, an inconsistent gate.
  • For first-time buyers lured by a discount, this is a common point to abandon rather than complete an account sign-up mid-checkout.
Recommendations
  • Let guests enter and apply coupon codes in the bag without logging in; reconcile the account link afterwards if needed.
  • If some codes are genuinely account-specific, still show an open code field and only prompt for login when a member-only code is entered — don't gate all coupons behind sign-in.
Standard — an open coupon field in the cart is expected; gating all codes behind login is the friction
Tapping ‘Check Out’ throws up a mandatory login/OTP wall — guests cannot reach address or payment without creating an account, and forced sign-up is one of the biggest drivers of cart abandonment
Louis Philippe — Mobile
Louis Philippe — Mobile
Proposed Implementation — Louis Philippe Checkout
Proposed Implementation — Louis Philippe Checkout
Observations
  • Verified live: with an item in the bag, tapping ‘CHECK OUT’ immediately fires the full-screen ‘LOG IN / SIGN UP’ OTP modal — the flow stays on /cart and does not advance to an address or payment step.
  • The only ways forward are a mobile-number OTP or Google sign-in; there is no ‘continue as guest’ path, so a first-time buyer must create an account before they can pay.
  • This compounds the site's other login friction (the first-visit interstitial and the login-gated coupon field) — the shopper hits a wall at the single highest-intent moment.
  • Guest checkout is a baseline expectation in modern e-commerce; forcing account creation at checkout is a well-documented, high-impact abandonment driver.
Recommendations
  • Offer a guest checkout path: let shoppers enter an email/mobile for order updates and proceed straight to address and payment, with account creation optional after purchase.
  • Keep sign-in available for returning customers (faster checkout, saved addresses) — but never as a hard gate in front of payment.
Anti-pattern — forcing account creation before checkout is a top cart-abandonment cause; guest checkout is expected baseline
04

Technology Ecosystem

Technology stack assessment — installed tools vs recommended additions for Custom (ABFRL Next.js "superapp") stores

14 Apps
Detected
3 Critical Categories
Missing
Top Indian fashion D2C/omnichannel stores in our benchmark set typically run 10-14 purpose-built tools across analytics, advertising, engagement, and reviews. Louis Philippe's stack is unusually rich on the marketing/analytics side (dual tag managers, 4 advertising pixels, dual session-recording tools, CleverTap engagement) but has a real gap on the customer-facing trust and support side: no live chat channel was found, and the reviews system displays a rating without any substantiating review content.

Present (14)

✓
Google Tag Manager
Tag Management
Container confirmed via googletagmanager.com script + populated dataLayer (14 events)
✓
✓
Google Analytics (gtag)
Analytics
✓
✓
Adobe DTM (Dynamic Tag Management)
Tag Management
Running alongside GTM (assets.adobedtm.com) — two tag managers loading in parallel adds redundant JS weight and doubles the surface area for tagging errors
⚠
✓
Meta (Facebook) Pixel
Advertising Pixel
✓
✓
Google Ads / DoubleClick Remarketing
Advertising Pixel
✓
✓
Microsoft Bing Ads (UET)
Advertising Pixel
✓
✓
Criteo
Retargeting / Display Ads
✓
✓
Microsoft Clarity
Session Recording / Heatmaps
Running alongside CrazyEgg — two session-recording tools capturing the same sessions is redundant spend/overhead
⚠
✓
CrazyEgg
Session Recording / Heatmaps
Overlaps with Microsoft Clarity (see above)
⚠
✓
CleverTap
Customer Engagement / Push / Personalization
✓
✓
Akamai mPulse
Real User Monitoring (Performance)
✓
✓
Proprietary Ratings Widget
Reviews & Social Proof
Displays a star average + rating count (e.g. 4.3 / 48 ratings) on PDP, but the linked reviews module shows 'No Reviews Found' — no written reviews or customer photos back the rating (see UX finding pdp_f3)
⚠
✓
Referral Program ("Refer & Earn")
Loyalty & Referral
In-house referral program offering up to ₹7,500 in discounts for successful referrals
✓
✓
Loyalty Points System
Loyalty & Rewards
Points ('PTS') accrue per purchase and are shown on PDP, tied to the account/login system
✓

Missing (3)

✗
Live Chat / WhatsApp Click-to-Chat Critical
Customer Support
✨ Faster pre-purchase question resolution, fewer abandoned sessions
WhatsApp click-to-chat or a live chat widget (Tidio/Gorgias/Freshchat-class) is standard on Indian fashion D2C sites; none was detected (no wa.me links, no Freshchat/Gorgias/Tidio/Zendesk/Intercom scripts) across homepage, collection, or PDP
✗
Dedicated Reviews & UGC Platform (Yotpo / Loox / Judge.me-class) Critical
Reviews & Social Proof
📈 Written reviews + photo UGC typically lift PDP conversion 3-8% on premium apparel
7/10 benchmarked fashion stores back their PDP star rating with actual written reviews (vs. LP's 48 ratings / 0 reviews) — see UX finding pdp_f3
✗
BNPL / EMI Provider (Simpl, LazyPay, or ZestMoney) Recommended
Payments & Financing
📈 Installment messaging typically lifts AOV and conversion on premium (₹2,000+) items
5/10 benchmarked fashion stores show BNPL/EMI messaging on PDP for premium-priced items — see UX finding pdp_f4

App Stack Assessment

Louis Philippe (via ABFRL's shared platform) runs a mature, arguably over-provisioned marketing and analytics stack — Google Tag Manager AND Adobe DTM, Microsoft Clarity AND CrazyEgg, plus GA4, Meta Pixel, Google Ads, Bing UET, and Criteo all firing on every page. That marketing infrastructure is not the gap. The gap is on the shopper-facing side: there is no live chat or WhatsApp channel for pre-purchase questions, and the reviews system shows a polished 4.3-star/48-rating badge with zero backing written reviews — a proprietary widget that displays trust signals without the substance behind them. Consolidating the duplicate tag-manager/heatmap tools would also reduce page weight without losing any tracking capability.

Growisto

Confidential — Prepared for Louis Philippe by Growisto | July 2026

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