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Homepage scorecard · Mon Nov 9, 2026

Athleta

Verdict · rubric v1.0, pre-calibration

Solid

30/40

Lowest dimension
Value & differentiation, 2/5
Screenshot of the Athleta homepage on Nov 9, 2026, phone, above the fold
First screen
Screenshot of the Athleta homepage on Nov 9, 2026 after closing the popup, phone, above the fold
After closing the popup
Homepage URL
https://athleta.gap.com/
Vertical
Apparel & footwear
Kind
Storefront

Dimensions

  • HeadlineJudgment

    Both checks pass. Product category in view: After closing the popup: Buttons "Shop Women" and "Shop Girl" are category pills in the hero; no modal covers the viewport.

  • Value & differentiationJudgment

    1 of 2 checks pass. Concrete benefit: After closing the popup: Only discounts shown: "40% OFF* TOP GIFTS" and "20% off your first purchase with your new card"; no product claim, feature or guarantee.

  • Design & hierarchyBoth

    2 of 5 checks pass. Capped at 2/5 by Overlay size. First screen unobstructed: Promotional email/text signup modal "Score 15% off* when you sign up" interrupts the viewport. Heading in first screen: fail.

  • Copy & voiceJudgment

    1 of 2 checks pass. Original wording: After closing the popup: Copy is "40% OFF* TOP GIFTS", "Shop Women", "Limited Time"; all stock retail phrasing, no distinctive claim or turn of phrase.

  • Call to actionBoth

    Both checks pass. Main button label: After closing the popup: Most prominent white pill buttons read "Shop Women" and "Shop Girl", beginning with imperative verb "Shop".

  • RelevanceBoth

    Both checks pass. Guest access: Modal asks for email/text signup, not sign-in, and has a close X; account icon is optional.

  • TrustBoth

    Both checks pass. Logo in header: After closing the popup: "ATHLETA" wordmark is clearly legible in the header.

  • Technical hygieneCheck

    3 of 5 checks pass. Page heading: fail. Text size: fail.

Checks

  • PassProduct category in viewAfter closing the popup: Buttons "Shop Women" and "Shop Girl" are category pills in the hero; no modal covers the viewport.
  • FailPage heading
  • PassLive hero text
  • PassHero offerAfter closing the popup: Hero headline "40% OFF* TOP GIFTS" with shop buttons presents an active seasonal promotional offer.
  • FailHeading in first screen
  • FailText size
  • PassSingle focal pointAfter closing the popup: Maroon hero block with "40% OFF* TOP GIFTS" and buttons spans most of the view, but the app banner, brand bar and card promo stack above it and the mountain image competes.
  • PassMain button in first screen
  • PassMain button labelAfter closing the popup: Most prominent white pill buttons read "Shop Women" and "Shop Girl", beginning with imperative verb "Shop".
  • PassSearch in first screen
  • PassMenu button
  • FailOpen search box
  • PassHTTPS certificate
  • PassImage loading
  • PassLogo in headerAfter closing the popup: "ATHLETA" wordmark is clearly legible in the header.
  • FailOverlay size
  • FailFirst screen unobstructedPromotional email/text signup modal "Score 15% off* when you sign up" interrupts the viewport.
  • PassPage load
  • FailConcrete benefitAfter closing the popup: Only discounts shown: "40% OFF* TOP GIFTS" and "20% off your first purchase with your new card"; no product claim, feature or guarantee.
  • PassOffer termsAfter closing the popup: "40% OFF*" shows amount and "*Details" link; card offer shows "20% off" and a "Details" link.
  • FailOriginal wordingAfter closing the popup: Copy is "40% OFF* TOP GIFTS", "Shop Women", "Limited Time"; all stock retail phrasing, no distinctive claim or turn of phrase.
  • PassTyposAll visible text including modal copy is correctly spelled and grammatical.
  • PassGuest accessModal asks for email/text signup, not sign-in, and has a close X; account icon is optional.
  • PassCurrency and region
  • PassContact or help link

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