01
Audit Overview
Your store's untapped revenue potential — and how to unlock it
Why We Created This Audit
We analyzed www.igkhair.com 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 stores deliver. Every finding in this report is a revenue opportunity backed by industry data and competitive benchmarks.
3 Critical
10 Important
4 Opportunities
What We Analyzed
- UX & Conversion Design17 findings
- Performance & Speedvs 4 competitors
- Technology & App StackPlatform + 13 apps
- Industry BenchmarksBeauty & Personal Care
Pages Analyzed
- Homepage3 findings
- Collection Pages5 findings
- Product Pages (PDP)7 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 Beauty & Personal Care stores
Keep the header pinned while shoppers scroll so search, menu and cart are always one tap away
IGK Hair — Mobile
Amika — Mobile
Observations
- The header with the logo, menu, search and bag scrolls away and does not come back, even when scrolling up.
- On a long homepage shoppers must scroll all the way back to the top to search or open the bag.
- Every extra effort to reach search or cart leaks intent on mobile.
Recommendations
- Make the header sticky on mobile, or show it again as soon as the shopper scrolls up.
- Keep the bag count visible in the pinned header so the cart is always in reach.
- Amika keeps its header with search, account and bag pinned all the way down the homepage.
Spell out what IGK Crew members actually earn so more shoppers join and come back to redeem
IGK Hair — Mobile
Proposed Implementation — IGK Hair Mobile Homepage
Observations
- The loyalty block only says members earn points and get exclusive rewards, with no detail.
- The real perks, like points on every dollar, a birthday reward and bonus points for reviews, sit on a separate rewards page.
- Vague rewards give shoppers no reason to sign up, so the programme drives fewer repeat orders.
Recommendations
- List two or three concrete perks right in the homepage block: points per dollar, the birthday reward and review bonus points.
- Make the button say what happens next, such as Join free and start earning.
- None of the benchmarked brands does this yet — a chance to stand out.
Give the Hair Quiz its own spot on the homepage so unsure shoppers get matched to the right products and buy with confidence
IGK Hair — Mobile
Olaplex — Mobile
Observations
- IGK already has a Hair Quiz, but on the homepage it only appears in the menu, the footer and a pop-up that some visitors dismiss or never see.
- The section called find your IGK routine lists holiday kits only, with no way to find a routine for your own hair.
- Shoppers unsure which of many similar products suits their hair have no guided path, so they hesitate or leave.
Recommendations
- Add a permanent quiz block on the homepage, ideally inside the find your routine section.
- Start the quiz right there with a first question such as hair type, so one tap gets shoppers going.
- Olaplex runs its routine quiz inline on the homepage, starting with a hair-texture question and a Get Started button.
Add real hair-type, concern and price filters so shoppers can narrow the range quickly and find their match
IGK Hair — Mobile
OUAI — Mobile
Observations
- The Filter button opens a panel that contains only a Sort option and an otherwise empty screen.
- The same empty panel appears on the other collections checked, including the full catalogue.
- Shoppers with a specific need (frizz, volume, repair, colour care) have to scroll a long grid by eye.
Recommendations
- Turn on product filters for hair concern, hair type, product type and price in the collection filter panel.
- Keep the filter bar pinned while scrolling and show the number of matching products on the apply button.
- OUAI's mobile filter panel lets shoppers narrow by hair type, concern, product, scent and price.
Put a quick add-to-bag button on every product card so shoppers can buy straight from the grid in one tap
IGK Hair — Mobile
Amika — Mobile
Observations
- On mobile the collection cards show only the photo, rating, name and price, with no add-to-bag button.
- The homepage product tiles already have an Add to Bag button, so the collection page feels inconsistent.
- Repeat buyers who already know the product must open every page just to reorder.
Recommendations
- Show a quick add button on every mobile card, the same one already used on the homepage tiles.
- Where a product has options, open a small size or pack picker instead of leaving the grid.
- Amika puts a Quick Add button on every product card on mobile, so shoppers add to bag without leaving the grid.
Show size or pack options on each product card so shoppers know what they are choosing before they open the page
IGK Hair — Mobile
OUAI — Mobile
Observations
- Product cards give no hint of sizes, pack options, kit contents or subscription savings.
- Singles, duos and kits look alike in the grid, so shoppers cannot tell value options apart.
- Shoppers who want a bigger pack or a kit only find it after opening the product page.
Recommendations
- Add a small line under the name such as available sizes, pack options or a kit label.
- Flag subscribe-and-save and best-value packs on the card to lift basket size.
- OUAI shows an options link on each card that opens a size picker — full size, travel, jumbo and refill — right on the collection page.
Keep the filter and sort bar pinned while shoppers scroll so they can refine the range at any point
IGK Hair — Mobile
OUAI — Mobile
Observations
- The Filter and Sort controls sit above the grid and scroll out of view once shoppers start browsing.
- On a long best-sellers list, changing the sort or filter means scrolling all the way back up.
- Shoppers who cannot narrow the list quickly tend to give up instead of finding their match.
Recommendations
- Pin the Filter and Sort bar under the header as shoppers scroll the grid.
- Show how many filters are active on the pinned bar so shoppers know what is applied.
- OUAI keeps its Filter and Sort bar pinned under the header all the way down the collection page.
Add promo tags like Sale, Best Seller and Limited Edition on product cards so deals and favourites stand out in the grid
IGK Hair — Mobile
Olaplex — Mobile
Observations
- Discounted products show only a crossed-out price, with no tag saying how much shoppers save.
- Best sellers, limited editions and value sets look exactly like every other card.
- Shoppers skimming the grid miss the deals and hero products that would tip them into buying.
Recommendations
- Add a small tag on the card image: percent saved, Best Seller, New, Limited Edition or Value Set.
- Use the same tags on homepage tiles so the deal story is consistent.
- Olaplex tags its cards with savings, Bestseller, Online Exclusive and Limited Edition labels.
Show an estimated delivery time right beside the add-to-cart button so shoppers feel confident ordering without hunting for shipping info
IGK Hair — Mobile
Proposed Implementation — IGK Hair Mobile PDP
Observations
- Beside the add-to-cart button the page promises free shipping, but gives no delivery time.
- The delivery window is only found far down the page inside the shipping FAQ.
- Shoppers buying a gift or a holiday item cannot tell whether it will arrive in time, which adds hesitation at the buy moment.
Recommendations
- Add a short delivery line under the add-to-cart button, such as the usual delivery window and when orders ship.
- Pair it with the free-shipping message and the returns promise so all three reassurances sit together.
- None of the benchmarked brands does this yet — a chance to stand out.
Add a rating summary and hair-type filters to the reviews so shoppers quickly see proof from people like them and buy with confidence
IGK Hair — Mobile
Briogeo — Mobile
Observations
- The review area lists text reviews one after another with only a review total at the top.
- There is no star breakdown, no way to filter by hair type or concern, and no customer photos.
- The section sits very low on the page, and the newest review shown first is a two-star one, so the best proof is hard to find.
Recommendations
- Add a rating summary with star breakdown and a recommend percentage at the top of the reviews.
- Let shoppers filter and sort by hair type, concern and photos, and show helpful reviews first.
- Briogeo opens its reviews with a star-by-star breakdown, popular topic tags and a filter button, so shoppers find reviews like theirs fast.
Add a fast Buy Now button next to add-to-cart so ready-to-buy shoppers skip the cart and finish in one step
IGK Hair — Mobile
Proposed Implementation — IGK Hair Mobile PDP
Observations
- The only buying action on the product page is Add to Cart.
- Shop Pay, PayPal and Google Pay are offered in the cart, but not on the product page where the buying decision happens.
- Returning shoppers who know what they want must go through the cart first.
Recommendations
- Add a Buy Now or express-pay button under Add to Cart using the payment options already enabled.
- Keep the subscribe-and-save choice working with the express button so it does not hide the subscription offer.
- None of the benchmarked brands does this yet — a chance to stand out.
Add a breadcrumb trail above the product title so shoppers can step back to the category and keep browsing
IGK Hair — Mobile
OUAI — Mobile
Observations
- The product page has no breadcrumb trail showing which category the product belongs to.
- Shoppers arriving from search or ads have no one-tap way back to similar products.
- Without a clear path back, shoppers who are not sold on this product leave instead of browsing.
Recommendations
- Add a simple trail above the title, such as Home › Volume › product name.
- Make each step tappable so shoppers can jump to the parent category.
- OUAI shows a Home › Shampoos › product breadcrumb above its product title.
Show a You may also like row right below Add to Cart so shoppers add a matching product before they leave
IGK Hair — Mobile
OUAI — Mobile
Observations
- The only product suggestions sit far down the page, below benefits, ingredients, reviews and FAQs.
- Right after Add to Cart the page moves into benefit cards, with no matching products in sight.
- Most mobile shoppers never scroll that far, so the chance to build a fuller basket is lost.
Recommendations
- Place a compact You may also like or Complete your hair routine row directly under the Add to Cart area.
- Include one-tap Add to Bag on each suggestion so shoppers do not leave the page.
- OUAI shows a Pairs Well With row with one-tap Add to Bag right under its Add to Cart button.
Show how many IGK Crew points this purchase earns right by Add to Cart so the reward nudges shoppers to buy
IGK Hair — Mobile
Proposed Implementation — IGK Hair Mobile PDP
Observations
- The product page never mentions IGK Crew points, even though members earn a point for every dollar.
- On this spray that is 23 points with subscribe and save, or 28 points on a one-time order, and shoppers are never told.
- A visible reward at the buy button is a free nudge to purchase and to join the programme, and it is going unused.
Recommendations
- Add one line under Add to Cart: Earn 23 IGK Crew points with this order, updating with the option chosen.
- Link it to join or sign in so new shoppers see the programme at the moment of purchase.
- None of the benchmarked brands does this yet — a chance to stand out.
Fit the comparison table to the phone screen so shoppers see every column and the full case for IGK
IGK Hair — Mobile
Proposed Implementation — IGK Hair Mobile PDP
Observations
- The why it beats your old routine table is wider than the phone screen.
- The other brands column is cut off mid-word and the salon visit column is completely hidden.
- Nothing tells shoppers to swipe sideways, so most never see half of the comparison meant to convince them.
Recommendations
- Shrink the row labels and stack the column headers so all three columns fit on a phone.
- If swiping stays, add a clear swipe hint and keep the IGK column pinned while the others scroll.
- None of the benchmarked brands has this table — fixing it keeps a unique selling tool working on mobile.
Add a secure-checkout and money-back guarantee note under the checkout button so shoppers feel safe paying and finish their order
IGK Hair — Mobile
Proposed Implementation — IGK Hair Mobile Cart Drawer
Observations
- Shop Pay, PayPal and Google Pay buttons show how to pay, but nothing near them says checkout is secure or that the order is protected.
- The guarantee and easy returns message lives only on the product page, so it is gone at the moment shoppers decide to pay.
- The cart drawer has the same gap, right at the last step before payment.
Recommendations
- Add a short reassurance line under the checkout button: secure checkout, easy returns and the money-back guarantee.
- Reuse the guarantee wording already on the product page so the promise follows shoppers into the cart.
- None of the benchmarked brands does this yet — a chance to stand out.
Add a complete-your-hair-routine suggestion inside the cart drawer so shoppers add a matching product before checkout
IGK Hair — Mobile
Olaplex — Mobile
Observations
- When shoppers add an item the cart drawer shows only that item, leaving a large empty gap above the checkout button.
- Product suggestions exist only on the separate cart page, which most shoppers never open.
- The drawer already tells shoppers how far they are from free shipping, but offers no easy item to close that gap.
Recommendations
- Add a Complete your hair routine row in the drawer with one-tap add on the matching shampoo, conditioner or styler.
- Tie suggestions to the free-shipping progress bar so an add-on visibly unlocks free shipping.
- Olaplex adds a 'Complete the Routine' row inside its cart drawer with one-tap add for the matching conditioner and treatment.
04
App Ecosystem
What's installed vs what's missing from best-in-class Beauty & Personal Care stores
Present (13)
Klaviyo
Email Marketing
Attentive
SMS Marketing
Yotpo Reviews & Loyalty (IGK Crew Rewards)
Reviews & Loyalty
Star ratings on cards and verified reviews on product pages; loyalty program promoted on homepage
Recharge
Subscriptions
Subscribe-and-save with delivery-frequency picker on the product page
Gorgias Live Chat
Customer Support
Shogun Page Builder
Landing Pages
Powers the hair quiz page
Boulevard
Salon Booking
Booking links for four salon locations
Shop Pay / PayPal / Google Pay
Express Checkout
Social Snowball
Social Commerce
OneTrust
Cookie Consent
Consent banner covers the lower part of the screen on first visit and there is no one-tap reject option
Google Analytics 4 + Tag Manager
Analytics
Microsoft Clarity
Session Recording
Taboola / Outbrain / Snap / X / Meta / TikTok / Pinterest pixels
Advertising Pixels
Many ad and tracking scripts load on every page and add weight on mobile
Missing (4)
Cart Upsell / Routine Builder (Rebuy / AfterShip-style) Critical
Cart Cross-sell
💰 Higher order value from routine add-ons
Standard on leading haircare stores; the cart drawer here shows no recommendations
Back-in-Stock Alerts (Klaviyo BIS / Appikon) Recommended
Retention
🔄 Recover demand from sold-out items
Sold-out products checked show no notify-me option
Faceted Filtering (Shopify Search & Discovery filters) Critical
Product Discovery
📈 Faster path to the right product
Filter drawer currently offers sorting only
Photo / Video Reviews (UGC) Recommended
Social Proof
📈 Stronger proof from real customers
Reviews on the product page are text only
App Stack Assessment
IGK has a mature app stack for retention and support. The missing pieces are all on the path to purchase: working product filters, a cart that suggests the rest of the routine, and richer proof on the product page.
Confidential — Prepared for IGK Hair by Growisto | October 2026