Reebok India
01

Audit Overview

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

Why We Created This Audit

We analyzed reebok.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 stores deliver. Every finding in this report is a revenue opportunity backed by industry data and competitive benchmarks.

3 Critical
4 Important
2 Opportunities

What We Analyzed

  • UX & Conversion Design9 findings
  • Performance & Speedvs 4 competitors
  • Technology & App StackPlatform + 11 apps
  • Industry BenchmarksFashion

Pages Analyzed

  • Homepage3 findings
  • Collection Pages1 findings
  • Product Pages (PDP)3 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 Reebok India

40

Mobile PageSpeed Score

Reebok India scores 40/100 on mobile (Lighthouse lab) — ahead of adidas (24) and PUMA (31), behind Nike (64). LCP (5.8s) and Speed Index (9.6s) are the main mobile drags; TBT and CLS are relative strengths. Mobile is the priority across the whole category.

Competitive Comparison

Benchmarked against 4 leading Fashion stores in your market

Store Mobile Score Desktop Score Mobile LCP Mobile CLS Mobile TBT
Reebok India (Client)40625.8s0.09323ms
adidas India246116.3s0.091,373ms
PUMA India315914.3s0.002,422ms
Nike India646311.3s0.00123ms
Good
Needs Improvement
Poor

⚠ Note: adidas India, PUMA India score lower than Reebok India on mobile PageSpeed. This reflects the Fashion 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
5.8s
Target: ≤ 2.5s
Fail (lab) · 2.0s field
FCP First visual response
1.2s
Target: ≤ 1.8s
Pass
TBT Main thread blocking
323ms
Target: ≤ 200ms
Needs Improvement
CLS Visual stability
0.09
Target: ≤ 0.1
Pass
INP Tap/click responsiveness
195 ms
Target: ≤ 200ms
Pass

What This Means for Revenue

On the Lighthouse lab mobile performance score, Reebok India lands at 40/100 — in the 'poor' band, but comfortably ahead of adidas India (24) and PUMA India (31), and behind category leader Nike India (64). The whole segment struggles on mobile: every competitor fails the Largest Contentful Paint threshold, with adidas (16.3s) and PUMA (14.3s) far worse than Reebok's 5.8s, and even Nike at 11.3s. Reebok's main mobile weaknesses are LCP (5.8s vs the 2.5s target) and a heavy Speed Index (9.6s), driven by render-blocking work and a slow largest element; Total Blocking Time (323ms) is moderate and layout stability is good (CLS 0.09). Nike's category-leading 64 comes almost entirely from excellent interactivity (TBT 123ms) and zero layout shift — a useful template: shaving TBT and holding CLS near zero while attacking LCP would move Reebok's score materially. On desktop the gap narrows sharply — Reebok (62) edges adidas (61) and PUMA (59) and nearly matches Nike (63) — confirming the problem is overwhelmingly mobile. Field data (CrUX) tells a rosier real-user story than the lab (origin LCP 2.0s 'good', INP 195ms 'good'), but CLS (0.15) and TTFB (930ms) need improvement; the lab score remains the correct headline for optimisation planning.

Technology Stack

✓ 4 of 6 technology areas are well-configured — a modern headless platform with strong media delivery and analytics; checkout login-gating and a missing cookie-consent layer are the areas to address.
Modern Headless Platform

Platform

Custom Next.js headless storefront (ABFRL 'Superapp' commerce stack)

Reebok India runs on Aditya Birla Fashion & Retail's in-house 'Superapp' commerce platform — a custom React/Next.js headless storefront shared across ABFRL brands (Allen Solly, Van Heusen, Peter England, American Eagle, etc.). Not Shopify, Magento or WooCommerce. Server-rendered category (/c/{slug}) and product (/p/{slug}-{id}.html) routes with client-side hydration; product media served from a dedicated image CDN.

Custom Build

Theme

Custom Next.js (ABFRL Superapp design system)

  • Type: Custom headless build (shared ABFRL multi-brand front end)
  • React/Next.js SPA with SSR category/PDP routes and client-side hydration; shared component library themed per ABFRL brand.
  • Rich PDP componentry — image gallery, 'Find My Fit' size tool, How-It-Fits bar, size chart, sticky add-to-bag, cross-sell rails.
Login-Gated

Checkout & Payments

Native ABFRL checkout (login/OTP gated) via Not exposed pre-login (ABFRL native payment stack)

  • Guest checkout: not offered up front — a mobile-number/OTP (or Google) login is pushed on homepage load and is required to apply coupons and to see delivery availability.
  • Express checkout: no one-click / accelerated wallet options (Shop Pay / GPay / UPI-intent) surfaced in the cart; a single 'Check Out' button proceeds to the native flow.
  • Standard Indian methods expected at checkout: UPI, credit/debit cards, net banking, wallets, and COD (payment gateway loads inside the login-gated checkout, not observable anonymously).

Technology Assessment

Reebok India is built on ABFRL's custom Next.js 'Superapp' headless commerce platform — a modern, well-engineered stack shared across Aditya Birla's fashion brands, with SSR category/PDP routes, a dedicated image CDN (imagescdn.reebok.in), and a comprehensive analytics/marketing suite (GTM, Adobe, Clarity, CrazyEgg, CleverTap, Meta, Snapchat, Bing UET, Trackier, Google Ads). The PDP is feature-rich (gallery, Find-My-Fit, size chart, sticky ATC, cross-sell). The main platform-level opportunities are conversion-oriented rather than structural: an aggressive login-gating pattern woven through checkout, delivery checks and coupons, no express-checkout/BNPL options, and no cookie-consent layer despite a large third-party tag footprint.

03

UX & Conversion Findings

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

Drop the forced login/OTP wall on homepage load to protect entry-point conversion — mobile users hit a full-screen sign-in modal within 1 second of landing
Reebok India — Mobile
Reebok India — Mobile
Proposed Implementation — Reebok India Homepage
Proposed Implementation — Reebok India Homepage
Observations
  • On a fresh mobile session the homepage opens a full-screen 'LOG IN / SIGN UP' modal (mobile-number + OTP form and 'Continue with Google') that dims and blocks the hero and all product content until it is manually closed.
  • The modal fires immediately on load — not on exit-intent or after browsing — so first-time visitors must dismiss a sign-in prompt before they can see a single product.
  • Leading global sports competitors let shoppers browse the full homepage on entry and defer sign-in until wishlist/checkout, reducing bounce at the top of the funnel.
Recommendations
  • Remove the on-load login modal; trigger sign-in only at value moments (wishlist save, checkout, order tracking) or as a dismissible, non-blocking banner.
  • If a first-visit prompt is retained, delay it (e.g. after 2–3 interactions or exit-intent) and pair it with a concrete incentive (first-order discount) rather than a blocking OTP form.
Standard -- 10/10 leading stores allow homepage browsing without a forced login
Add homepage social proof (ratings, reviews, UGC) to build first-visit trust — 0 review, testimonial or press modules appear anywhere on the page
Reebok India — Mobile
Reebok India — Mobile
Decathlon India — Mobile
Decathlon India — Mobile
Observations
  • The homepage is built entirely from brand banners and category/product merchandising tiles (hero carousel, Shop by Category, Shop for Every Movement, Shopping For?) with no customer review carousel, star-rating module, testimonials, or press/rating logos.
  • Product ratings do exist in the platform (PDPs show an aggregate star score), so review data is available but is never surfaced at the homepage level where it would reassure first-time visitors.
  • Roughly 7/10 benchmarked fashion stores surface customer reviews/ratings somewhere in the browse experience to establish credibility early.
Recommendations
  • Add a lightweight social-proof strip on the homepage — a rotating customer-review/UGC carousel or an aggregate rating badge (e.g. average score and total ratings) pulled from existing PDP review data.
  • Reinforce trust with earned-media or community signals (press mentions, athlete/community UGC) in one dedicated homepage module above the footer.
Growing -- 7/10 fashion stores surface social proof / reviews
Add quick-add-to-bag on homepage product tiles so shoppers can add in 1 tap instead of opening each of the 40+ carousel products individually
Reebok India — Mobile
Reebok India — Mobile
Decathlon India — Mobile
Decathlon India — Mobile
Observations
  • Product tiles in the 'Shop for Every Movement' homepage carousels show image, category, title, price and a single colour name plus a wishlist heart — but no add-to-bag or quick-add control.
  • Every add-to-bag therefore requires tapping into the full PDP and selecting a size, adding friction to the fastest path from an interested browser to a bag addition.
  • Quick-add on product cards is a growing pattern that shortens the add-to-bag path, especially valuable on mobile where PDP round-trips are costly.
Recommendations
  • Add a quick-add affordance on homepage product cards that opens an inline size picker and adds to bag without a full PDP load.
  • Keep the wishlist heart alongside quick-add so shoppers can either save or buy directly from the tile.
Growing -- ~5/10 fashion stores offer quick-add on product cards
Surface colour-way swatches on collection cards — each of the 1,321 footwear cards shows only 1 colour, hiding other shades until the shopper opens the PDP
Reebok India — Mobile
Reebok India — Mobile
Nike India — Mobile
Nike India — Mobile
Observations
  • On the live footwear collection (1,321 items) each product card shows a single colour dot and one colour name (e.g. 'GREY', 'WHITE') — it represents only the pictured product, not the other colour-ways available.
  • Alternate colours of the same style exist as separate cards, so a shopper cannot preview or switch colour-ways from the card and must open each PDP to compare shades.
  • Colour swatches on collection cards are a differentiator (about 4/10 benchmarked stores) that lets shoppers compare colour-ways at the browse stage.
Recommendations
  • Add clickable colour-way swatches to each collection card that swap the card image on tap, surfacing all available colours without a PDP visit.
  • Show a '+N colours' indicator when a style has more colour-ways than fit on the card.
Growing -- 4/10 stores show colour swatches on collection cards
Add written reviews and photo/video UGC on the PDP — the page shows a 3.8 rating from 18 ratings but 0 actual reviews and no customer photos
Reebok India — Mobile
Reebok India — Mobile
Decathlon India — Mobile
Decathlon India — Mobile
Observations
  • The PDP's 'Ratings & Reviews' section shows an aggregate '3.8 (18 RATINGS) | 0 REVIEWS' and a How-It-Fits bar, then displays 'No Reviews Found' — there is no written review content at all.
  • There are no customer-uploaded photos or videos, so shoppers get a numeric score with zero qualitative detail on fit, quality or true-to-size feedback.
  • For fashion, customer reviews with fit/true-to-size feedback are a standard trust and fit-confidence driver — roughly 7/10 benchmarked stores show customer reviews on the PDP. Decathlon India's PDP, shown here, carries 16,366 written reviews with a 5-star breakdown and per-aspect fit/width ratings.
Recommendations
  • Actively collect and display written reviews with a fit/true-to-size tag below the aggregate score, so the existing 3.8 rating is backed by qualitative detail (as Decathlon does with per-aspect fit ratings).
  • Prompt post-purchase review requests (email/SMS) to convert the 18 ratings-only entries into richer written reviews, and enable customer photo/video uploads as a next step to add visual UGC.
Standard — 7/10 stores show customer reviews on PDP; Decathlon India shows 16,366 written reviews with fit ratings
Let guests check delivery and serviceability without logging in — the PDP hides availability behind a login prompt across all 3 delivery options
Reebok India — Mobile
Reebok India — Mobile
Nike India — Mobile
Nike India — Mobile
Observations
  • The PDP 'Delivery Options' block exists (Express Delivery, standard, and store pickup) but reads 'Login or select location to see availability' — a guest cannot check delivery time or serviceability without signing in.
  • This repeats the site's broader login-gating pattern (homepage modal, coupon field), forcing sign-in before a key pre-purchase question — 'will it reach me and when?' — can be answered.
  • Free shipping and 15-day free return/exchange are clearly shown near the ATC, so the reassurance framework is strong; the friction is specifically the login requirement to see delivery availability.
Recommendations
  • Allow a guest pincode entry that returns delivery estimate and serviceability inline, without requiring login.
  • Persist the entered pincode across PDP/cart so the availability check does not have to be repeated after sign-in.
Standard -- 8/10 stores let shoppers check delivery without login
Add a quantity selector on the PDP so shoppers can set quantity before add-to-bag instead of making 2+ trips through the cart to adjust it
Reebok India — Mobile
Reebok India — Mobile
Proposed Implementation — Reebok India PDP
Proposed Implementation — Reebok India PDP
Observations
  • The PDP purchase bar exposes only a SIZE dropdown, ADD TO BAG and BUY NOW — there is no quantity selector or +/- stepper to set quantity before adding.
  • Shoppers who want more than one unit must add the item and then increase quantity via the cart's Qty dropdown, an extra round-trip.
  • A PDP-level quantity control is a small but common convenience that reduces cart edits, especially for multi-buy occasions supported by the site's 'buy 2 at 40% off' promo.
Recommendations
  • Add a quantity stepper next to the size selector on the PDP so shoppers set quantity before add-to-bag.
  • Default to 1 and cap by available stock; carry the chosen quantity straight into the cart.
Growing -- ~6/10 stores offer a PDP quantity selector
Add accepted-payment icons (UPI, Visa, RuPay, COD) near the cart's Check Out button — 0 payment-network cues sit beside the CTA today
Reebok India — Mobile
Reebok India — Mobile
PUMA India — Mobile
PUMA India — Mobile
Observations
  • The cart shows a trust strip near checkout (Secure Checkout, Easy returns & exchanges, Free shipping) — good reassurance — but no accepted-payment-method icons (UPI, Visa/Mastercard, RuPay, COD).
  • In an India, mobile-first context, visible payment-network cues (especially UPI and COD) are a recognised confidence signal that the shopper's preferred method is supported before they commit to checkout.
  • Payment/security icons near the checkout CTA are standard on roughly 8/10 benchmarked stores.
Recommendations
  • Add a compact row of accepted-payment icons (UPI, major cards, RuPay, COD availability) directly beside or below the Check Out button.
  • Pair the icons with a short 'COD available' line, since COD availability is a strong conversion cue in India.
Standard -- 8/10 stores show payment/security icons near checkout
Let guests apply coupons in the cart without login — the field currently reads 'LOGIN TO APPLY COUPON', gating 100% of offers behind sign-in
Reebok India — Mobile
Reebok India — Mobile
Proposed Implementation — Reebok India Cart
Proposed Implementation — Reebok India Cart
Observations
  • In the cart (tested with an item in the bag) the coupon mechanism renders as 'LOGIN TO APPLY COUPON' — a guest cannot enter or apply a promo code without first signing in.
  • This is the third login gate in the funnel (homepage modal, PDP delivery check, cart coupon), compounding sign-in friction right at the point where a discount would nudge conversion.
  • Most stores let shoppers enter a coupon as a guest and only require login/account at final payment, keeping the offer accessible during the decision moment.
Recommendations
  • Allow guests to enter and validate a coupon code in the cart, deferring account/login to the payment step.
  • Keep the coupon entry collapsed behind a 'Have a coupon?' link so it does not invite off-site code hunting, but make it usable without login.
Standard -- 9/10 stores allow coupon entry without a login
04

Technology Ecosystem

Technology stack assessment — installed tools vs recommended additions for Custom Next.js headless storefront (ABFRL 'Superapp' commerce stack) stores

11 Apps
Detected
5 Critical Categories
Missing
As an enterprise ABFRL brand, Reebok India already runs a broad analytics and ad-attribution stack (10+ tools). The capability gaps are conversion- and retention-oriented — richer social proof, financing/express payment options, loyalty, and a consent layer — rather than foundational.

Present (11)

✓
CleverTap
Engagement / CRM & Push
Customer engagement, segmentation and push/messaging (WZRK cookies detected).
✓
✓
Adobe Experience Cloud (DTM / Launch)
Tag Management & Analytics
Enterprise tag management and analytics layer.
✓
✓
Google Tag Manager
Tag Management
Primary tag container.
✓
✓
Microsoft Clarity
Heatmaps & Session Replay
Free behavioural analytics.
✓
✓
CrazyEgg
Heatmaps & Session Replay
Second heatmap/session tool alongside Clarity — likely redundant; consolidate to one.
⚠
✓
Meta Pixel
Ad Attribution
Facebook/Instagram conversion tracking.
✓
✓
Snapchat Pixel
Ad Attribution
Snapchat conversion tracking.
✓
✓
Bing UET
Ad Attribution
Microsoft Ads tracking.
✓
✓
Trackier
Affiliate / Partner Attribution
Performance-marketing attribution.
✓
✓
Google Ads
Ad Attribution
Google Ads conversion tracking.
✓
✓
Native Ratings (ABFRL Superapp)
Reviews & Social Proof
Built-in ratings + How-It-Fits bar, but shows aggregate score only ('0 REVIEWS' / 'No Reviews Found') — no written reviews or photo/video UGC.
⚠

Missing (5)

✗
Reviews & UGC platform (Yotpo / Okendo / Bazaarvoice) Critical
Reviews & Social Proof
📈 Fit confidence & CVR uplift 5-15%
7/10 benchmarked fashion stores show customer reviews with photos on the PDP
✗
BNPL / EMI (Snapmint / ZestMoney / Simpl) Recommended
Payments & Financing
📈 AOV & CVR uplift on ₹5k+ items
5/10 fashion stores surface BNPL / EMI messaging on the PDP
✗
Express / accelerated checkout (Razorpay Magic / one-click UPI) Recommended
Checkout Optimization
📈 Checkout completion uplift 10-20%
Accelerated UPI/one-click checkout is a fast-growing India conversion lever
✗
Loyalty / Rewards program Recommended
Retention & Loyalty
🔄 Repeat-rate uplift 15-25%
4/10 benchmarked fashion stores run a loyalty / rewards program
✗
Consent Management Platform (OneTrust / CookieYes) Recommended
Privacy & Compliance
✨ Privacy compliance for 10+ marketing tags
Standard for enterprise brands running large third-party tag stacks

App Stack Assessment

Reebok India's tooling is analytics- and acquisition-heavy: GTM + Adobe for tag management, Clarity and CrazyEgg for behavioural analytics (redundant — consolidate), CleverTap for engagement, and a full ad-attribution suite (Meta, Snapchat, Bing, Google, Trackier). The clearest gaps are on the conversion/retention side: a true reviews-and-UGC platform (today only aggregate ratings show, with 'No Reviews Found'), BNPL/EMI and express checkout, a loyalty program, and a cookie-consent layer to govern the large marketing-tag footprint.

Growisto

Confidential — Prepared for Reebok India by Growisto | July 2026

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