01
Audit Overview
Your store's untapped revenue potential — and how to unlock it
Why We Created This Audit
We analyzed https://beautyprophet.com the same way we've audited 350+ e-commerce stores — looking for the specific gaps between your current experience and what top-performing stores deliver. Every finding in this report is a revenue opportunity backed by industry data and competitive benchmarks.
7 Critical
4 Important
0 Opportunities
What We Analyzed
- UX & Conversion Design11 findings
- Performance & Speedvs 2 competitors
- Technology & App StackPlatform + 8 apps
- Industry Benchmarks
Pages Analyzed
- Homepage1 findings
- Collection Pages2 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.
03
UX & Conversion Findings
Page-by-page analysis with visual comparisons against top stores
Homepage product tiles have no Add-to-Cart action — every purchase requires a PDP visit, adding friction to impulse buys
Beauty Prophet — no ATC on homepage product tiles
Credo Beauty — quick-add ATC on homepage tiles
Observations
- The 'Targeted Serums' product carousel on the homepage shows 4 product cards with image, brand, title, and price — but clicking/hovering reveals no Add to Cart button or quick-add mechanism.
- The only action available is navigating to the PDP, adding a full page load and extra steps before purchase.
- For repeat buyers and users who know the product, direct-from-homepage ATC would meaningfully reduce checkout friction.
Recommendations
- Add a quick-add ATC button or '+' icon that appears on hover/tap over homepage product tiles — Shopify themes typically support this as a theme setting.
- For sold-out products in the homepage carousel, show a 'Notify Me' state instead of a dead tile.
Collection filters limited to Availability + Price only — shoppers can't filter by skin type, concern, or ingredient
Beauty Prophet — only Availability + Price filters
Credo Beauty — rich filter sidebar
Observations
- The /collections/all page offers only 2 filter categories: Availability and Price — no product type, skin concern, ingredient, brand, or category filters.
- With 151 products across face, body, fragrance, and baby categories, a shopper looking for 'serums for oily skin' or 'fragrance-free moisturizers' has no way to narrow results without manually scanning all cards.
- Beauty-specific filter attributes (skin type, concerns, key ingredients) are the #1 navigation tool used by US premium beauty shoppers — their absence increases bounce rate on collection pages.
Recommendations
- Add beauty-relevant filter tags to Shopify product metafields: Product Type (Serum, Moisturizer, Cleanser, Oil, etc.), Skin Concern (Anti-Aging, Brightening, Hydration, etc.), Brand, and Key Ingredient.
- Expose these as collection page filters — Shopify's native filter system supports this without a paid app once metafields are populated.
Sold-out products appear prominently in collection with no 'Notify Me' option — dead-end browsing experience
Beauty Prophet — sold-out products with no Notify Me
Proposed implementation — Beauty Prophet Collection
Observations
- Multiple sold-out products appear in the first two rows of the collection page with a 'SOLD OUT' badge but no 'Notify Me When Available' mechanism on the card.
- Two of the four featured serums on the homepage are also sold out — a poor first impression for new visitors.
- Out-of-stock products with no restock notification drive shoppers to competing retailers rather than keeping them engaged with BeautyProphet.
Recommendations
- Install a back-in-stock notification app (Klaviyo's native back-in-stock feature or a dedicated app like Back in Stock) and add 'Notify Me' buttons to sold-out product cards.
- Configure Shopify to push sold-out products to the end of collection sort order so in-stock items dominate above-the-fold positions.
Star ratings + review count absent above fold — shoppers can't validate $125 purchases instantly
Beauty Prophet PDP — no rating above fold
Credo Beauty PDP — star rating above fold
Observations
- The PDP above-fold zone shows brand name, product title, and price — but zero star rating or review count is visible before scrolling.
- Yotpo reviews app is installed but the star rating widget is not rendering in the product info section; only a rating-badge appears on a related product tile.
- At $60–$134+ price points, US beauty shoppers rely heavily on social proof before committing — absence of visible ratings increases doubt and drop-off at the critical decision moment.
Recommendations
- Position Yotpo star rating widget (score + review count) directly below the product title, above the price — this is where 100% of top beauty retailers place it.
- Ensure Yotpo is configured to display the inline star snippet on all PDPs, not just products with a pre-set minimum review count threshold.
No reviews section on PDP — Yotpo is installed but reviews are invisible, costing 15–20% conversion lift
Feature not present
Beauty Prophet PDP — no reviews section
Credo Beauty PDP — reviews section visible
Observations
- Scrolling fully through the Antioxidant Face Serum PDP reveals no reviews section — no star averages, no customer testimonials, no photo reviews.
- Yotpo app is installed and scripts are loading, but no reviews widget is rendered on the page body; it appears Yotpo is not configured for PDP review display.
- For premium US beauty at $125 per unit, customer reviews with photos are among the single highest-converting trust elements — their absence forces shoppers to leave the site to validate the product.
Recommendations
- Configure Yotpo to render the full reviews widget on all PDPs — this requires enabling the 'Product Reviews' display in the Yotpo admin dashboard.
- Prioritize products with existing Yotpo review data first; then run a post-purchase email sequence to gather reviews for newer products.
No trust / certification badges in the ATC zone — missing the 90%-standard that reduces purchase anxiety by 5–10%
Beauty Prophet — no trust badges in ATC zone
Credo Beauty — trust signals near ATC ('Free shipping' + '30 day returns')
Observations
- The ATC zone (between price and the Add to Cart button) contains only a quantity selector — no certification badges (Cruelty-Free, Organic, Clean Beauty, Paraben-Free), no guarantee icons (Easy Returns, Secure Checkout).
- Trust badges appear far below the fold in a separate USP bar (Free Shipping, Free Samples, 5-Star Service), which most mobile users never scroll to.
- BeautyProphet's curated European 'clean beauty' positioning is a key differentiator — but that value is not communicated at the moment of purchase.
Recommendations
- Add 3–4 mini trust badges directly below the ATC button: 'Clean Beauty Curated', 'Free from Parabens & Silicones', 'Easy Returns', 'Secure Checkout'.
- For brand-specific certifications (e.g., The Organic Pharmacy's 100% organic credentials), surface these as badge icons on that brand's PDPs.
Free shipping threshold not called out near the ATC — shoppers don't know $50 qualifies until they visit the cart
Beauty Prophet — no shipping callout near ATC
Credo Beauty — 'Free shipping on all orders' near ATC
Observations
- The announcement bar shows 'FREE SHIPPING WITH ORDERS $80 OR MORE' but the USP bar below the ATC shows 'FREE GROUND SHIPPING for all orders $50 or more' — there is a confusing discrepancy between the two thresholds.
- Neither the $50 nor $80 threshold is called out in the ATC zone itself (within 200px of the Add to Cart button).
- At $82–$134 single-product prices, most orders already qualify — not surfacing this near ATC misses an easy conversion nudge.
Recommendations
- Add a single consistent free-shipping callout directly below the ATC button: 'Free shipping on this order' (for items already over the threshold) or 'Add $X for free shipping'.
- Resolve the discrepancy: pick one threshold ($50 or $80) and use it consistently across the announcement bar, PDP, and cart.
ATC confirmation shows a gift-selection modal — not a cart drawer — creating confusion about whether the item was actually added
Beauty Prophet — gift modal fires instead of cart drawer
Credo Beauty — cart item confirmed + cross-sell after ATC
Observations
- Clicking 'Add to Cart' triggers a gift-with-purchase modal ('You've Earned a FREE Deluxe-Size Gift With $50 Purchase') — there is no immediate confirmation that the intended product was added to the cart.
- The modal presents 3 gift options but does not close to a cart drawer or show the original product in a mini-cart; users must either close the modal and check the cart icon or scroll to verify.
- Users unfamiliar with GWP mechanics may be confused about whether they need to 'pick a gift' to complete their cart action, creating a friction moment at a critical conversion step.
Recommendations
- After the gift selection (or if the user closes the modal), trigger a standard cart drawer opening showing the main product confirmed in cart.
- Consider adding a clear 'Skip Gift / Continue Shopping' CTA inside the GWP modal so users who don't want a gift can exit cleanly without confusion.
No cross-sell or upsell recommendations in the cart — a missed opportunity to lift AOV by 10–15%
Beauty Prophet — cart with no cross-sell
Credo Beauty — 'You may also like' cross-sell in cart
Observations
- The cart page shows only the added item(s), quantity controls, an order note field, and a checkout button — no product recommendations, 'Complete Your Routine', or 'You Might Also Like' section.
- The PDP does show a 'YOU MAY ALSO LIKE' cross-sell section, but this logic does not extend to the cart where purchase intent is highest.
- BeautyProphet's curated multi-brand model is ideal for routine-building cross-sells (e.g., pairing a serum with its complementary toner/cleanser from the same brand).
Recommendations
- Add a 'Complete Your Routine' product recommendation row to the cart page — use Shopify's native product recommendation API or a dedicated upsell app (Frequently Bought Together, ReConvert) to suggest complementary products.
- Frame recommendations with beauty-specific language: 'Pairs with this serum', 'Your routine isn't complete without...' to match the brand's spa/wellness positioning.
No trust / security indicators near the checkout button — removing the final barrier to purchase completion
Beauty Prophet — checkout with no trust signals
Credo Beauty — payment icons + Shop Pay near checkout
Observations
- The cart checkout area shows only the CHECKOUT button and a price total — no payment method icons, no security badge (e.g., 'Secure Checkout' with lock), and no guarantee text.
- The footer has payment icons (Visa, Mastercard, Apple Pay, Shop Pay, PayPal) but these are invisible to users during checkout decision-making in the cart.
- For a premium brand with $60–$134 products and primarily new/infrequent customers, the absence of visible security signals at the checkout moment increases cart abandonment.
Recommendations
- Add accepted payment method icons (Visa, Mastercard, American Express, Shop Pay, Apple Pay, PayPal) directly below the CHECKOUT button.
- Add a 'Secure Checkout' badge with lock icon and optionally a '100% Satisfaction Guarantee' or 'Easy Returns' line near the checkout button.
No urgency triggers in cart — shoppers can abandon indefinitely with no incentive to complete the purchase now
Beauty Prophet — cart with no urgency signals
Proposed implementation — Beauty Prophet Cart
Observations
- The cart page contains zero urgency elements — no 'Only X left in stock' per item, no 'Order within X hours for same-day dispatch', no inventory scarcity signals.
- With multiple sold-out products visible across the site, real inventory scarcity exists — but this fact is not leveraged in the cart to motivate completion.
- Premium beauty shoppers at $125+ often add to cart and 'come back later' — a gentle urgency nudge on low-stock items would reduce this behavior.
Recommendations
- Show low-stock warnings ('Only 3 left') on cart line items for products with fewer than 5 units in inventory — use Shopify's inventory count in the cart template.
- Consider adding a 'Free samples while supplies last' note near the checkout to create soft urgency aligned with BeautyProphet's existing GWP program.
04
App Ecosystem
What's installed vs what's missing from best-in-class e-commerce stores
Present (8)
Yotpo Reviews & Loyalty
Reviews + Loyalty
Yotpo loader is present but the reviews widget is NOT rendering on PDPs. Star rating badges are absent above fold. The loyalty/rewards tab ('Earn Rewards') is visible, suggesting loyalty module is active — but reviews display is not configured. Action: enable PDP reviews widget in Yotpo admin dashboard.
Klaviyo
Email Marketing / SMS
Klaviyo is active for email flows. A Klaviyo star-rating-widget class was detected, suggesting a Klaviyo email review request is configured. Popup suppression not tested — back-in-stock flows should be verified.
RevenueHunt (Shop Quiz)
Product Quiz / Recommendation
RevenueHunt quiz app is installed but no visible quiz entry point was found on the homepage or navigation. May be embedded on a hidden page. Action: verify if quiz is live and accessible; if not, configure quiz entry point in navigation or homepage hero.
LayOutHub
Page Builder / Theme Enhancement
LayOutHub is active, likely used for custom landing pages or homepage section builds. No issues detected.
Shopify Inbox (Chat)
Live Chat / Support
Shopify Inbox chat widget is visible and active. Good for customer support. No issues detected.
ShareASale
Affiliate Marketing
Affiliate tracking deduplication script loaded. Indicates an active affiliate program.
Meta Pixel
Paid Advertising Tracking
Meta Pixel loaded for Facebook/Instagram ad tracking and retargeting.
Google Tag Manager / GA4
Analytics
GTM container loaded, likely containing GA4 and other tracking tags. Full event tracking cannot be verified without GA4 access — recommend verifying ATC, checkout, and purchase events fire correctly.
Missing (5)
Okendo / Judge.me (or activate Yotpo Reviews properly) Critical
Reviews with UGC Photos
📈
Back in Stock / Restock Alerts Critical
Inventory Recovery
📈
ReConvert / Frequently Bought Together Critical
Cart Upsell / Cross-sell
📈
Shop Pay / Express Checkout Buttons Recommended
Express Checkout
📈
Searchie / Searchanise (Predictive Search Enhancement) Nice-To-Have
Site Search
📈
App Stack Assessment
8 apps detected, 5 critical gaps identified
Confidential — Prepared for Beauty Prophet by Growisto | 2026-06-08