The navigation makes it unnecessarily difficult to find products. Categories are duplicated across different paths (for example, “Dresses” exists as a top-level menu item and again inside broader “Shop clothing” sections), forcing users to guess where products actually live. This creates friction, especially for first-time visitors, who must explore multiple menus to confirm they’re not missing anything.

The homepage displays multiple actions at the same time: browsing collections, joining the loyalty program, claiming a mystery deal, opening chat, or reading reviews. All of these compete visually, with no clear indication of what users should do first.

Even if users actively seek out reviews and open the reviews panel, the content is empty. This creates an immediate negative trust signal.

The site prioritizes visual presentation, but this comes at the expense of usability. Important elements such as navigation clarity, decision cues, and trust signals are visually understated or hidden.

Customer reviews are not visible by default and require users to actively click on a side “Reviews” tab to access them. This placement makes reviews easy to miss, especially on mobile, where side elements are often ignored or obscured.

Promotional elements such as “Mystery Deal” are shown universally, regardless of whether users are price-sensitive, browsing casually, or close to purchasing. This can distract high-intent users and cheapen the experience for others.

Returning users are shown the same experience as first-time visitors, even though their needs and intent are different. There is no recognition of prior engagement or familiarity.

The homepage and category-level copy relies heavily on generic phrases like “affordable women’s clothing” and “latest trends,” which are highly competitive and add little differentiation. While this content exists, it does not clearly target specific search intents or long-tail queries that could attract qualified traffic.