01
Audit Overview
Your store's untapped revenue potential — and how to unlock it
Why We Created This Audit
We analyzed https://miarcus.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.
4 Critical
4 Important
2 Opportunities
What We Analyzed
- UX & Conversion Design10 findings
- Performance & Speedvs 4 competitors
- Technology & App StackPlatform + 10 apps
- Industry BenchmarksFashion & Apparel
Pages Analyzed
- Homepage3 findings
- Collection Pages1 findings
- Product Pages (PDP)4 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 live search suggestions so shoppers can find products before they finish typing, instead of guessing the exact product name
Feature not present
Mi Arcus — Mobile
Nino Bambino — Mobile
Observations
- Typing multiple characters into the header search box (verified live with 'shirt') produces no dropdown, no product thumbnails, and no suggested categories — the page behind the search overlay stays completely static.
- The search field itself is a real, working input; the gap is purely the absence of predictive results, not a broken search box.
- Predictive search is close to universal in fashion e-commerce — it lets shoppers self-correct typos and discover products in seconds instead of committing to a full-text search and a results page.
- Searchanise is already present on the site powering collection filters, so predictive search is a configuration change rather than a new purchase.
Recommendations
- Searchanise is already installed on the store for filtering — enable its instant-search / autocomplete module so typing a few characters returns live product thumbnails, prices, and top categories without paying for a second app.
- Surface trending or most-searched terms as chips below the search bar for shoppers who haven't started typing yet.
Keep the header pinned while shoppers scroll so search, cart, and menu stay one tap away instead of a long scroll back to the top
Mi Arcus — Mobile
Baby Moo — Mobile
Observations
- Scrolling roughly one screen down the homepage, past the hero and into the 'Parent Favorites' carousel, removes the header entirely — no logo, search, or cart icon remains on screen.
- Reaching search, the cart, or the menu again requires scrolling all the way back to the very top of the page.
- The homepage runs to over 7,000px of scroll across multiple carousels and banners, so most of a browsing session happens with zero navigation on screen.
Recommendations
- Make the header sticky/fixed so it stays visible at every scroll depth, matching the pattern most India fashion D2C sites already use.
- Keep the sticky bar compact (logo, search, cart) so it doesn't eat mobile screen space.
Offer a discount for signing up so the email capture earns its place instead of asking for an address with nothing in return
Mi Arcus — Mobile
Nino Bambino — Mobile
Observations
- The footer newsletter block reads 'Join our community for exclusive offers, parenting tips, and the latest in baby comfort - delivered straight to your inbox' with no percentage or rupee amount attached to signing up.
- The only incentive language anywhere on the homepage is the site-wide 'Flat 50% Off' sale banner, which every visitor already sees whether or not they hand over their email.
- A first-order discount is one of the most common reasons shoppers accept an email capture; without one, this form mostly collects addresses from people who were already going to buy.
Recommendations
- Add a specific, visible incentive to the signup block itself (for example, 'Get 10% off your first order').
- Reinforce the same offer in a slim top banner or a single-dismiss welcome popup so it isn't only visible to footer-scrollers.
Group the age and size filter by product type so parents can jump straight to their child's age band instead of scrolling past dozens of unrelated checkboxes
Mi Arcus — Mobile
Baby Moo — Mobile
Observations
- Opening the collection filter drawer and expanding 'Age / Size' shows one flat checkbox list mixing garment letter sizes (M, L, XL, XXL) with centimetre product dimensions (27 cm, 23x13 cm, 45x45 cm, and dozens more), with no separators between the two systems.
- Scrolling that same list further reveals over forty overlapping month/year age checkboxes (0 M, 0-2 M, 0-3 M, 0-6 M, 2-4 M, 3-6 M, 4-6 M, 6-9 M... through 5-6 Y), each labelled only with a bare result count and no age-tier grouping.
- For a brand spanning apparel, bedding, gear, and feeding across a 0-6Y range, this single list asks a parent to already know the exact label their child's size uses before they can filter anything.
- The brand's own 'Shop By Age' navigation entry shows age-based browsing is a recognised need — this filter panel is where that same idea breaks down into an unsorted wall of checkboxes.
Recommendations
- Split 'Age / Size' into separate groups (Clothing Age/Size, Bedding Dimensions, Gear Dimensions) so each list only shows options relevant to the products actually in view.
- Within the clothing age group, collapse overlapping bands into the brand's own standard tiers (0-3M, 3-6M, 6-12M, 1-2Y, 2-3Y, etc.) instead of listing every raw variant value in the catalogue.
Show a star rating near the price and a real reviews section below it, so shoppers get proof from other parents at the exact moment they decide
Mi Arcus — Mobile
R for Rabbit — Mobile
Observations
- The product title, price, and gallery are all visible above the fold, but there is no star rating, numeric score, or review count anywhere near them.
- The homepage banner promises a brand-wide rating from thousands of happy parents, but that reassurance never reappears on the product itself, where the purchase decision actually happens.
- Scrolling the full page confirms there is no reviews block at all — the space between the product accordions and the 'You May Also Like' carousel carries a store-locator video instead of customer proof.
- A text scan of the whole product page returns no occurrence of 'review', 'rating', or 'stars', so this is a missing review system rather than a placement problem.
Recommendations
- Install a reviews app that supports photo and video UGC (Judge.me, Loox, or similar) across every PDP template, so the gap closes catalogue-wide rather than product by product.
- Surface the star rating and review count directly under the product title above the price line, and make it tappable so it jumps to the full reviews section.
- Seed the first reviews from existing offline-store customers so newly published products never launch with an empty block — R for Rabbit and SuperBottoms both carry a visible star rating and review count on the product page.
Call out the shipping cost or a free-shipping threshold right next to the buy button so shoppers know delivery cost before they reach checkout
Mi Arcus — Mobile
Proposed Implementation — Mi Arcus Mobile PDP
Observations
- The area around Add to Cart, Buy It Now, and the pincode delivery checker carries a payment-offer banner and the store's return-policy badge row, but no mention of shipping cost or a free-shipping threshold anywhere in that zone.
- The only place shipping cost appears on the whole purchase path is a small 'Incl. ~Rs.50 est. shipping' line inside the cart, which a shopper only sees after adding the item.
- Core apparel here sits well under the Rs.10,000 mark, where a shipping-threshold nudge is proven to lift basket size, not just reduce surprise at checkout.
- The audited product sells at ₹499.50 against an MRP of ₹999.00 (50% OFF), yet the block around Add to Cart carries only a delivery-estimate widget and payment offers — no shipping-cost line at all.
- The ~₹50.00 shipping fee surfaces only later, inside the cart's estimated total, so the first time a shopper learns delivery is not free is after they have already committed to the basket.
Recommendations
- Add a one-line shipping callout directly beside the Add to Cart button and state the threshold explicitly — for example free shipping above ₹999 with a flat ₹50 below it, which matches the fee the cart already charges today.
- Repeat the same line in the cart next to the estimated-shipping charge so the message is consistent end to end.
Show sold-out sizes as visibly greyed out or crossed so shoppers don't tap through nine identical-looking options to find the one that's actually available
Mi Arcus — Mobile
Baby Moo — Mobile
Observations
- On this product, nine of the ten size pills (3-6M through 5-6Y) are marked unavailable in the underlying markup, but every pill renders in the exact same outline style as the one size that is actually in stock (0-3M, '8 left').
- Tapping an unavailable size does show a strikethrough and turns Add to Cart into a disabled 'SOLD OUT' state, so the feedback exists — but only after the tap, not before it.
- A parent shopping for a specific age has no way to scan the size row and know which sizes are worth tapping; on a product where 90% of sizes are sold out, that is nine wasted taps before finding the one that works.
Recommendations
- Render unavailable sizes with a visible sold-out treatment (greyed text, strikethrough, or a diagonal line) in their default, unselected state — not only after they are tapped.
- Surface the in-stock size(s) first in the row so the available option is the fastest thing to spot.
Add a size chart with age-to-measurement guidance next to the size selector so parents can pick the right size instead of guessing across ten age bands
Mi Arcus — Mobile
SuperBottoms — Mobile
Observations
- The size selector lists ten age bands (0-3M through 5-6Y) with no 'Size Guide' or 'Size Chart' link next to it, in the accordions below, or anywhere else on the page.
- A full text scan of the entire product page — gallery, price, size row, and every accordion — returns zero mentions of a size chart, fit guide, or body measurements.
- Age-band sizing varies enough between brands that parents buying for a fast-growing child need a measurement reference more than almost any other apparel shopper — this compounds the same gap visible in the collection page's own Age/Size filter.
- The cart's own announcement bar states there is no return or exchange on sale products, and the audited product is half-price — so a size chosen wrongly without a chart cannot be corrected, which turns a sizing guess into a lost customer rather than an exchange.
Recommendations
- Add a 'Size Guide' link directly beside the Size label that opens a chart mapping each age band to height, weight, and chest measurements in centimetres.
- Fold the same chart into the PDP's existing accordion pattern (next to Care Guide) so it is reachable without leaving the page.
Show a free-shipping progress bar in the cart so shoppers see how much more to add instead of only learning the flat shipping charge at checkout
Mi Arcus — Mobile
Nino Bambino — Mobile
Observations
- The GoKwik cart drawer shows 'Incl. ~Rs.50.00 est. shipping' as a flat line inside the Estimated Total — there is no progress bar, no 'Add Rs.X more for free shipping' message, and no threshold mentioned anywhere in the drawer.
- The same drawer already carries a green 'Saved so far' savings strip in the visual position a shipping-progress bar would typically sit, showing the theme already supports this kind of merchandising strip — it just isn't wired to shipping.
- Free-shipping progress bars are one of the most direct AOV levers available in cart, and India stores specifically under-use this pattern relative to other regions.
Recommendations
- Add a shipping-progress bar above or below the existing 'Saved so far' strip: 'Add Rs.X more for free shipping' with a visual fill as items are added.
- Set the threshold just above the current average order value so it nudges a genuine second add rather than a token amount.
Collapse the coupon field behind a small link so shoppers aren't invited to leave the cart and search for a discount code before they've even checked out
Mi Arcus — Mobile
Proposed Implementation — Mi Arcus Mobile Cart
Observations
- The cart drawer shows an open, empty 'Enter Coupon Code' input directly below the line item, with a 'View All Offers' link right beneath it.
- An open, empty coupon field is a direct invitation to open a new tab and search for a discount code — exactly the exit that a collapsed 'Have a coupon?' link avoids.
- Nothing else in the drawer (cross-sell, savings strip, estimated total) requires leaving the app; the coupon field is currently the one element that does.
- The drawer's line item already shows ₹999.00 struck through against ₹499.50 (50% OFF), a ₹599.00 cross-sell beneath it, and a ₹499.50 'Saved so far' strip — the discount is applied and plainly visible.
- Even so, an empty 'Enter Coupon Code' box sits above an estimated total of ₹549.50 incl. ~₹50.00 est. shipping, inviting a hunt for a better code that does not exist.
Recommendations
- Collapse the coupon input behind a 'Have a coupon?' text link that expands the field only when tapped.
- If a first-order or seasonal code is already active, auto-apply it and show the applied state instead of an empty field.
04
App Ecosystem
What's installed vs what's missing from best-in-class Fashion & Apparel stores
Present (10)
GoKwik Checkout & Cart
Checkout Optimization
Overlay cart drawer (cross-sell, coupon field, savings strip, estimated total) + PDP pincode delivery checker + payment-offers module; /cart redirects to a client-rendered drawer at ?openCart=true
Searchanise (Product Filter & Search)
Search & Filter
Powers collection filtering (Price, Category, Color, Age/Size, Gender, Season) and the working price-range slider, but the Age/Size facet ships as one flat, unsorted list mixing letter sizes, cm dimensions and 40+ overlapping age bands
Microsoft Clarity
Analytics & Heatmaps
Session recording / heatmap script confirmed loading (scripts.clarity.ms, www.clarity.ms)
Google Tag Manager + GA4
Analytics
gtag confirmed in page source alongside googletagmanager.com
Meta (Facebook) Pixel
Advertising Pixel
fbq confirmed in page source, connect.facebook.net script present; an additional capi-automation S3 script suggests a server-side Conversions API relay is also wired up
Google Ads Remarketing
Advertising Pixel
googleads.g.doubleclick.net tag present
Microsoft (Bing) Ads UET
Advertising Pixel
bat.bing.com tag present
WhatsApp Chat widget
Live Chat & Support
Floating WhatsApp bubble present on every page in this session
COD / Fraud Risk Screening (nfcube.com)
Fraud & COD Risk
Third-party script commonly used for COD order risk-scoring — consistent with the brand's heavy COD positioning
Native Shopify Express Checkout
Checkout Optimization
shopify-payment-button class confirmed present on PDP alongside GoKwik's own checkout
Missing (5)
Reviews & UGC App (Judge.me / Loox) Critical
Reviews & Social Proof
📈 Puts a trust signal at the exact point of decision
Growing pattern -- 7/10 benchmark stores show reviews with fit data on PDP; 3/5 India stores in the set have none at all, matching Mi Arcus
Email/SMS Marketing Platform (Klaviyo / Omnisend) Critical
Email & SMS Marketing
💰 Recovers abandoned carts and drives repeat-purchase revenue
No Klaviyo/Omnisend script detected on the storefront; this layer is standard in fashion D2C lifecycle marketing
Size Guide / Fit Chart Tool Critical
Size & Fit Tools
📈 Reduces size-related hesitation and returns on a 0-6Y age-banded catalogue
Size guide / fit finder is baseline practice in fashion e-commerce; none detected anywhere on the PDP checked in this audit
Loyalty / Rewards Program (Smile.io) Recommended
Customer Retention
🔄 Repeat-purchase incentive for a restock-heavy baby & kids category
Differentiator pattern -- present on 4/10 benchmark stores
BNPL / EMI (Simpl, ZestMoney, or LazyPay) Recommended
Payments & Affordability
📈 Affordability framing on higher-ticket gear and furniture SKUs up to Rs.24,999
Growing pattern -- present on 5/10 benchmark stores for items above Rs.2,000
App Stack Assessment
Mi Arcus's app stack is heavily invested in checkout conversion (GoKwik) and advertising measurement (GA4, Meta Pixel, Google Ads, Bing UET, Clarity), which is a reasonable Tier 3 traffic profile. The gap is on the trust and retention side: no reviews app, no size-guide tool, and no email/SMS platform detected — all three are foundational for a repeat-purchase, size-sensitive category like baby and kids apparel.
Confidential — Prepared for Mi Arcus by Growisto | September 2026