01
Audit Overview
Your store's untapped revenue potential — and how to unlock it
Why We Created This Audit
We analyzed hughandgrace.com the same way we've audited 350+ e-commerce stores — looking for the specific gaps between your current experience and what top-performing Health & Wellness stores deliver. Every finding in this report is a revenue opportunity backed by industry data and competitive benchmarks.
3 Critical
5 Important
2 Opportunities
What We Analyzed
- UX & Conversion Design10 findings
- Performance & Speedvs 3 competitors
- Technology & App StackPlatform + 12 apps
- Industry BenchmarksHealth & Wellness
Pages Analyzed
- Homepage1 findings
- Collection Pages1 findings
- Product Pages (PDP)4 findings
- Cart & Checkout4 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 Health & Wellness stores
Surface a search icon in the mobile header so shoppers can find a product or concern in one tap instead of digging through the menu
Hugh & Grace — Mobile
Ritual — Mobile
Observations
- The mobile header shows only the menu icon, the logo and the cart; there is no search icon.
- Search exists but only inside the hamburger drawer, so shoppers with a specific product or concern in mind must open the menu first.
- The Wellness range alone lists 23 products, plus Skin, Hair and Home lines, so search is a primary way to find a product.
Recommendations
- Add a search icon beside the cart icon in the sticky mobile header that opens the existing predictive search drawer.
- Keep the drawer search too, and seed it with popular searches such as Hydrate + Detox and Collagen.
- Benchmark: Ritual keeps a search icon visible in its mobile header, beside the account and bag icons.
Show the subscribe and save price on product cards so shoppers see the saving before they open a product page
Hugh & Grace — Mobile
Proposed Implementation — Hugh & Grace Collection
Observations
- Each product card shows a single one-time price with a rating, and the purchase selector on every card reads One-time purchase.
- No subscribe and save price or saving appears on any card, although the product page offers 10 percent off for subscribers and pre-selects it.
- Shoppers browsing the collection never see the subscription saving, so the main recurring-revenue offer is hidden until the product page.
Recommendations
- Show the subscribe and save price beneath the one-time price on each eligible card, for example from $76.50 with subscribe and save.
- Default the card purchase selector to the subscription option to match the product page.
- Best practice: Moon Juice tells shoppers to save 30% when they subscribe right in its product grid; the mockup shows Hugh & Grace cards with each product's real subscriber price.
Show the review count next to the star rating so the proof from real buyers is visible before shoppers reach the buy box
Hugh & Grace — Mobile
The Nue Co. — Mobile
Observations
- Under the product title the rating reads 4.9 | Reviews with no number of reviews.
- The count of 56 reviews only appears far down the page in the reviews section.
- A bare 4.9 with no count gives first-time supplement buyers less reason to trust it.
Recommendations
- Change the label to 4.9 (56 reviews) and make it scroll to the reviews section on tap.
- Add a short Verified Buyer reviews line under the rating for extra proof.
- Benchmark: The Nue Co. shows the rating together with the review count above the product title.
State the free-shipping threshold next to Add to Cart so shoppers know how close they are to shipping free
Hugh & Grace — Mobile
Moon Juice — Mobile
Observations
- The buy box shows price, quantity, Add to Cart, a Shop Pay installments line and a money-back note, but no shipping information.
- Free shipping on orders of $100 and over is stated only in the shipping policy, so shoppers on an $85 product cannot see it here.
- Shipping cost is a leading reason to abandon, and here it first appears at checkout.
Recommendations
- Add a line under Add to Cart such as Free shipping on orders $100+, driven from one store setting.
- For the $85 hero product, nudge toward a second item to reach the threshold.
- Benchmark: Moon Juice states its free-shipping terms in an icon row right under Add to Cart.
Add a sticky Add to Cart bar on mobile so shoppers can buy at any point while reading ingredients, benefits and reviews
Hugh & Grace — Mobile
The Nue Co. — Mobile
Observations
- Once the buy box scrolls out of view, nothing on screen lets the shopper add to cart; only a wishlist heart and chat bubble float at the bottom.
- The page is long: ingredients, benefits, reviews and recommendations all sit below the buy box.
- Shoppers convinced by the reviews must scroll all the way back up to buy.
Recommendations
- Add a fixed bottom bar with the selected subscribe or one-time price and an Add to Cart button once the main button leaves the screen.
- Keep subscribe and save pre-selected in the bar so the default is preserved.
- Benchmark: The Nue Co. shows a sticky Add to Subscription bar once the buy box scrolls out of view.
Make the Add to Cart button show the selected Subscribe and Save price so shoppers see the lower price at the moment they decide
Hugh & Grace — Mobile
The Nue Co. — Mobile
Observations
- Subscribe and Save is offered and pre-selected on this product page, with the subscription plan applied.
- The highlighted tile shows $76.50, yet the Add to Cart button reads $85.00, the one-time price.
- At the moment of decision the shopper sees the higher price on the button, which undercuts the 10 percent saving the tile promotes.
Recommendations
- Update the Add to Cart label to reflect the selected purchase option, and refresh it when the shopper switches tiles.
- Show the saving on the button itself, such as the subscription price with the amount saved.
- Benchmark: The Nue Co. pre-selects its subscription and the button shows the subscription price with the one-time price struck through.
Add a pair-it-with recommendation block in the cart so each order grows with the products shoppers combine most
Hugh & Grace — Mobile
Ritual — Mobile
Observations
- The cart lists only the added items, then subtotal, Share Cart and Check Out; there are no recommendations anywhere on the page.
- The product page already has a Best Paired With block, but that intent is lost once the shopper reaches the cart.
- Hugh & Grace sells routines and sets, so a one-tap add of a paired product is a natural upsell.
Recommendations
- Add a Pair it with row under the cart items showing two or three add-ons (Morning Supplement, Collagen Peptides) with one-tap add.
- Prioritise products not already in the cart and suggest the matching routine set.
- Benchmark: Ritual's cart drawer shows a You May Also Like carousel with one-tap Add buttons.
Place secure-checkout and guarantee reassurance under the Check Out button so shoppers feel safe committing
Hugh & Grace — Mobile
Proposed Implementation — Hugh & Grace Cart
Observations
- The Check Out button sits alone, directly above the newsletter sign-up and footer, with no payment icons or security note.
- The 30-day money-back guarantee shown on the product page is not repeated in the cart.
- Supplement buyers are cautious about card details, so reassurance at the commitment point matters.
Recommendations
- Add a row under Check Out with secure checkout, accepted payment icons and the 30-day money-back guarantee.
- Include a short line on third-party testing or the products-sold stat already on the homepage.
- Best practice: Moon Juice places a money-back guarantee directly under its Checkout button; the mockup shows the same cue for Hugh & Grace.
Show a free-shipping progress bar in the cart so single-product shoppers add one more item to reach free delivery
Hugh & Grace — Mobile
The Nue Co. — Mobile
Observations
- The cart says Shipping & taxes calculated at checkout and nothing else about delivery cost.
- Free shipping starts at $100 per the shipping policy; this single-item cart is below that line and gives no hint of how much more earns free shipping.
- The only free-shipping nudge in the theme is a banner for subscription carts between $80 and $99.99, so most shoppers never see it.
Recommendations
- Add a progress bar at the top of the cart that says how much more earns free shipping, then confirms once the threshold is reached.
- Show it for one-time and subscription carts alike, and pair it with the add-on suggestions.
- Benchmark: The Nue Co.'s cart drawer shows a progress bar and how much more earns free shipping.
Add Shop Pay and Apple Pay express buttons in the cart so returning and mobile shoppers can pay in seconds
Hugh & Grace — Mobile
The Nue Co. — Mobile
Observations
- Check Out is the only payment path; there are no Shop Pay, Apple Pay or Google Pay buttons on the cart page or in the cart drawer.
- The product page already advertises Shop Pay installments, so the wallet is enabled but not offered where purchase happens.
- On mobile, typing card and address details is the largest source of checkout drop-off.
Recommendations
- Render Shopify dynamic checkout buttons (Shop Pay, Apple Pay, Google Pay) with Check Out in the cart page and drawer.
- Keep Check Out as the secondary path for shoppers paying by card.
- Benchmark: The Nue Co. shows Shop Pay, PayPal and Google Pay buttons directly under Check out on its cart page.
04
App Ecosystem
What's installed vs what's missing from best-in-class Health & Wellness stores
Present (12)
ReCharge Subscriptions
Subscriptions & Loyalty
Subscribe & save 10% (HG Insider) pre-selected on PDP
Yotpo Reviews
Reviews & Social Proof
Star rating above fold shows no review count; 56 reviews sit far below
Omnisend
Email & SMS
Persistent bottom sign-up bar overlaps every mobile page
Klaviyo (referenced in source)
Email & SMS
Script references detected; may be legacy alongside Omnisend
Gorgias Chat
Customer Support
Chat bubble overlaps bottom-right on mobile
Swym Wishlist
Engagement
BOGOS (Buy X Get Y)
Promotions & Upsells
Promo engine present; no cross-sell surfaced in cart
Visual Quiz Builder
Personalisation
Women's Health Assessment quiz
Minmaxify Order Limits
Order Rules
Google Analytics 4
Analytics
Meta / Pinterest / TikTok pixels
Advertising
Cloudflare
CDN & Security
Missing (6)
Cart Upsell / Cross-sell (Rebuy, AfterSell or similar) Critical
Cart Optimisation
💰 Cart AOV uplift on routines and sets
Cart cross-sell is common on top D2C supplement stores
Free-Shipping Progress Bar (cart drawer) Critical
Cart Optimisation
💰 Pushes single-item carts to the $100 threshold
Free shipping bar/threshold on 6/10 supplement stores
Express Checkout (Shop Pay / Apple Pay buttons in cart) Critical
Checkout Optimization
📈 Fewer taps from cart to payment
Standard on most Shopify D2C stores
Sticky Add-to-Cart Bar Recommended
Conversion Optimisation
📈 Keeps the buy button reachable on long PDPs
Common on mobile PDPs of leading supplement brands
Collection Filtering (Shopify Search & Discovery or similar) Recommended
Navigation & Discovery
✨ Faster product discovery by need
Filters standard on Shopify collection pages
A/B Testing Platform Nice-To-Have
Experimentation
📈 Validates changes before rollout
Used by most growth-stage D2C brands
App Stack Assessment
Hugh & Grace has the revenue-core apps installed (ReCharge, Yotpo, Omnisend, Gorgias, Swym, BOGOS, quiz). What is missing is cart-stage conversion tooling: cross-sell, free-shipping progress and express checkout.
Confidential — Prepared for Hugh & Grace by Growisto | October 2026