Urban Gabru
01

Audit Overview

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

Why We Created This Audit

We analyzed www.urbangabru.in the same way we've audited 350+ e-commerce stores — looking for the specific gaps between your current experience and what top-performing Beauty & Personal Care (Men's Grooming) stores deliver. Every finding in this report is a revenue opportunity backed by industry data and competitive benchmarks.

2 Critical
5 Important
2 Opportunities

What We Analyzed

  • UX & Conversion Design9 findings
  • Performance & Speedvs 3 competitors
  • Technology & App StackPlatform + 12 apps
  • Industry BenchmarksBeauty & Personal Care (Men's Grooming)

Pages Analyzed

  • Homepage2 findings
  • Collection Pages3 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 Urban Gabru

31

Mobile PageSpeed Score

A mobile lab score of 31 - the lowest of four men's grooming stores tested - driven by heavy scripts that keep the phone busy.

Competitive Comparison

Benchmarked against 3 leading Beauty & Personal Care (Men's Grooming) stores in your market

Store Mobile Score Desktop Score Mobile LCP Mobile CLS Mobile TBT
Urban Gabru (Client)314926.0s0.0001281ms
Beardo54624.9s0.043586ms
The Man Company578616.8s0.00064ms
Bombay Shaving Company52426.3s0.001502ms
Good
Needs Improvement
Poor

⚡ 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

✗ 1 of 5 Core Web Vitals passed
LCP How fast content appears
26.0s
Target: ≤ 2.5s
Fail (lab) · 2.3s field
FCP First visual response
6.3s
Target: ≤ 1.8s
Fail (lab) · 1.8s field
TBT Main thread blocking
1281ms
Target: ≤ 200ms
Fail (lab)
CLS Visual stability
0.000
Target: ≤ 0.1
Pass (lab) · 0.00 field
INP Tap/click responsiveness
297ms
Target: ≤ 200ms
Needs Improvement (field data, page)

What This Means for Revenue

Urban Gabru scores 31 on mobile in Google's lab test, behind The Man Company (57), Beardo (54) and Bombay Shaving Company (52), and 49 on desktop. The weight is JavaScript: the homepage ships about 8.7MB and keeps the phone's processor blocked for over a second (1,281ms against 64-586ms for the competitors), with roughly 1.5MB of script that is never used. Real shoppers feel it most when they tap - Chrome field data puts Urban Gabru's tap response at 297ms, the slowest of the four (Beardo 248ms, The Man Company 281ms, Bombay Shaving Company 227ms) and outside Google's 200ms bar. The first screen itself is on par for real visitors (2.3s field LCP, level with Beardo and Bombay Shaving Company). Trimming unused app scripts and deferring non-essential widgets until after first interaction would lift the lab score and make taps on filters, variants and Add to Cart feel instant.

Technology Stack

⚠ 4 of 6 technology areas are well-configured; the theme and script load need attention
Modern Platform

Platform

Shopify

Shopify storefront serving 98 products in INR, with the Shopify CDN and managed hosting. The cart is a GoKwik side drawer; /cart redirects to the homepage with the drawer open.

Customised Ella

Theme

Ella 6.4.2 (customised)

  • Type: Premium Shopify theme, customised for GoKwik and Snapmint
  • Ella 6.4.2 with a store-specific copy named for GoKwik and Snapmint
  • Loads jQuery 3.5.1 and Bootstrap 3.4.1 alongside many app scripts
GoKwik Overlay

Checkout & Payments

GoKwik Checkout (KwikPass + side cart) via GoKwik (checkout gateway)

  • KwikPass phone-based login; the Place Order button sits in the cart drawer
  • Place Order button shows UPI app icons (Paytm, PhonePe, Google Pay) for a fast pay
  • UPI apps, cards and offers listed in the drawer; Snapmint 0% EMI on product pages

Technology Assessment

Urban Gabru runs on Shopify with a customised Ella theme and a GoKwik-led checkout. The cart lives only in a GoKwik side drawer, and Snapmint adds pay-later messaging on product pages. The stack is conversion-ready; the main watch-points are the number of third-party scripts and the trust cues missing next to Place Order.

03

UX & Conversion Findings

Page-by-page analysis with visual comparisons against top Beauty & Personal Care (Men's Grooming) stores

Make search suggestions visual with product photos and short names so shoppers find the right product faster
Urban Gabru — Mobile
Urban Gabru — Mobile
The Man Company — Mobile
The Man Company — Mobile
Observations
  • Typing in the search bar does open live suggestions.
  • Each suggestion carries a long block of description text, and some results have no product photo.
  • Shoppers must read paragraphs to tell similar products apart.
Recommendations
  • Show a product photo, short name and price per suggestion; drop the description text.
  • Add category suggestions (hair, beard, face) above the product list.
  • The Man Company is a reference for a compact visual search layer.
Best practice -- The Man Company shows product photos, prices and category chips as you type
Add a fragrance tile to the homepage category grid so perfume shoppers reach their range in one tap
Urban Gabru — Mobile
Urban Gabru — Mobile
Beardo — Mobile
Beardo — Mobile
Observations
  • The homepage opens with perfume hero slides and a perfume bestseller row.
  • The category grid below lists hair care, hair style, face care, beard care, body care and combos, but no fragrance tile.
  • Perfume is reachable only through the menu.
Recommendations
  • Add a fragrance tile that links to the perfumes page, in the same style as the other tiles.
  • Order tiles by what the homepage promotes first.
  • Beardo keeps its fragrance range visible in its category navigation.
Standard -- visual category navigation on 8/10 beauty stores; Beardo's grid includes Fragrance
Show pack options on product cards so shoppers can pick a bigger pack without opening the product page
Urban Gabru — Mobile
Urban Gabru — Mobile
The Man Company — Mobile
The Man Company — Mobile
Observations
  • Cards show one image, name, rating, price and Add to Cart, with no pack or size cue.
  • Pack of 2 and Pack of 3 exist as separate products, listed as separate cards deeper in the list.
  • The product page already offers a pack selector, so the upsell is hidden on the listing.
Recommendations
  • Add a small pack selector or 'also in pack of 2/3' chip on each card.
  • Show the per-pack saving on the chip.
  • The Man Company opens a pack and size picker with per-pack savings straight from the product card.
Best practice -- The Man Company opens pack sizes with savings straight from its collection cards
Add hair-type, hold and finish filters so shoppers can narrow styling products by need
Urban Gabru — Mobile
Urban Gabru — Mobile
Proposed Implementation — Urban Gabru Mobile Hair Styling Filters
Proposed Implementation — Urban Gabru Mobile Hair Styling Filters
Observations
  • The filter drawer offers only Availability and Price.
  • Styling products differ by hold, finish and hair type, none of which can be filtered.
  • Shoppers must scroll the full list to compare.
Recommendations
  • Add filters for product type, hold level, finish and hair type.
  • Show counts beside each option, as Availability already does.
  • Need-based filters are a clear gap in this category, so the mockup shows how they could look.
Opportunity -- none of the three benchmarked grooming brands filters styling products by hair type yet
Add a notify-me option on sold-out products so a lost sale becomes a captured lead
Urban Gabru — Mobile
Urban Gabru — Mobile
Proposed Implementation — Urban Gabru Mobile Sold-Out Notify Me
Proposed Implementation — Urban Gabru Mobile Sold-Out Notify Me
Observations
  • Sold-out cards show a greyed Out of Stock button and nothing else.
  • The sold-out product page ends in a greyed Sold Out button with no alert sign-up and no alternative.
  • The sold-out clay wax shows well over a thousand reviews, so demand is proven.
Recommendations
  • Replace the greyed button with 'Notify me' that captures phone or email.
  • Show in-stock alternatives on the sold-out page.
  • A notify-me capture on sold-out products is an opportunity the mockup illustrates.
Opportunity -- none of the three benchmarked grooming brands offers back-in-stock alerts yet
Show the free-delivery offer beside the price and Add to Cart so shoppers see it before deciding
Urban Gabru — Mobile
Urban Gabru — Mobile
Beardo — Mobile
Beardo — Mobile
Observations
  • The price, savings, EMI and pack selector area has no delivery or free-shipping message.
  • Free delivery on prepaid orders first appears in the cart; a plain Free Shipping icon sits far below the buy buttons.
  • The announcement bar carries only a coupon code.
Recommendations
  • Add a line under the price such as 'Free delivery on prepaid orders'.
  • Match the wording used in the cart so the offer is consistent.
  • Beardo shows free delivery and a delivery-date check close to the buy bar.
Best practice -- Beardo shows Free Delivery and COD right above its Add to Cart bar
Recommend routine add-ons that match the product so shoppers build a full grooming kit
Urban Gabru — Mobile
Urban Gabru — Mobile
Beardo — Mobile
Beardo — Mobile
Observations
  • The Related Products block sits at the very end of a long page.
  • It shows a body trimmer kit and a hair-removal spray beside a hair styling powder.
  • Neither supports the hair-styling routine the shopper is building.
Recommendations
  • Recommend products for the same routine: hair serum, comb, spray or a matching styling product.
  • Move the block closer to the buy area as a short 'Complete your styling kit' row.
  • Beardo frames recommendations around the grooming routine.
Best practice -- Beardo recommends a brush and shampoo on its powder-wax product page
Collapse the coupon box by default so shoppers are not nudged to leave and hunt for codes
Urban Gabru — Mobile
Urban Gabru — Mobile
Proposed Implementation — Urban Gabru Mobile Cart Drawer Collapsed Coupon
Proposed Implementation — Urban Gabru Mobile Cart Drawer Collapsed Coupon
Observations
  • An empty coupon code box is open by default in the middle of the cart.
  • A separate offers list and an announcement-bar code already exist.
  • An open empty box invites shoppers to leave and search for a code.
Recommendations
  • Collapse the field behind an 'Have a coupon?' link.
  • Auto-apply the best available offer and show it in the summary.
  • A collapsed coupon link is shown as a mockup of the recommended layout.
Opportunity -- Beardo and The Man Company both leave the coupon box open; collapsing it is a quick win
Bring routine add-ons above the coupon box so shoppers see them before checking out
Urban Gabru — Mobile
Urban Gabru — Mobile
Beardo — Mobile
Beardo — Mobile
Observations
  • The cart does carry an add-on list, labelled Cart Upsell.
  • It sits below the coupon and offers boxes, partly hidden under the sticky total bar.
  • Above it is a tick-box reading 'Try Our Recent Best Seller Product' that names no product.
Recommendations
  • Move the add-on row directly under the cart item, with photos and prices.
  • Replace the unnamed tick-box with a named, priced add-on.
  • Frame add-ons as 'Complete your grooming kit'; Beardo is a reference.
Best practice -- Beardo shows You May Also Like directly under the cart item, above the coupon box
04

App Ecosystem

What's installed vs what's missing from best-in-class Beauty & Personal Care (Men's Grooming) stores

12 Apps
Detected
3 Critical Categories
Missing
The app stack covers reviews, checkout, pay-later, loyalty, cart recovery and bundles. Gaps are around sold-out recovery and lifecycle messaging.

Present (12)

✓
GoKwik (KwikPass, Side Cart, Checkout)
Checkout Optimization
Cart drawer with offers, savings, tier progress and UPI Place Order
✓
✓
Ryviu Reviews
Reviews & Social Proof
Stars on cards and product page, photo reviews in the widget
✓
✓
Snapmint
BNPL / EMI
0% EMI messaging on product pages and cards
✓
✓
uLoyal POPcoins
Loyalty & Rewards
Floating rewards bar and earn-points line on product pages
✓
✓
Cart-Bot
Cart Recovery
WhatsApp cart recovery script detected
✓
✓
Revy Unlimited Bundles
Bundles & AOV
Bundle script detected; pack selector shown on product pages
✓
✓
Rebuy
Cross-sell
Script loaded; no visible Rebuy widget observed on the pages audited
⚠
✓
Tazoh Shoppable Videos
Video & UGC
Floating video card overlaps the product image and content on mobile
⚠
✓
CloudSearch
Site Search
Live suggestions are text-heavy and some results lack photos
⚠
✓
Product Labels & Badges
Merchandising
Best Seller and Most Purchased labels
✓
✓
Avada SEO Suite
SEO
SEO app script detected
✓
✓
Microsoft Clarity
Behaviour Analytics
Session recording script active
✓

Missing (3)

✗
Back-in-Stock Alerts (Notify Me) Critical
Retention & Recovery
🔄 Turns sold-out visits into leads
Not tracked in the 10-store beauty benchmark
✗
Subscription / Auto-Replenish Nice-To-Have
Recurring Revenue
💰 Repeat orders on monthly-use products
4/10 beauty stores offer subscription or auto-replenish on the product page
✗
Email & SMS Marketing Platform Recommended
Lifecycle Marketing
🔄 Welcome and win-back flows
Not tracked in the 10-store beauty benchmark; none detected in page scripts

App Stack Assessment

Urban Gabru has 12 apps detected on the pages audited. Reviews, checkout and pay-later are well covered. Three apps sit on the watch-list because of how they behave on mobile, and three categories are not detected.

Growisto

Confidential — Prepared for Urban Gabru by Growisto | October 2026

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