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Homepage scorecard · Wed Nov 11, 2026

Athleta

Verdict · rubric v1.0, pre-calibration

Solid

30/40

Lowest dimension
Value & differentiation, 2/5
Screenshot of the Athleta homepage on Nov 11, 2026, phone, above the fold
First screen
Screenshot of the Athleta homepage on Nov 11, 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: Nav shows "Shop Women" and "Shop Girl" buttons, and people in athletic apparel are pictured; the app banner is a small strip, not a modal.

  • 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 or service claim.

  • 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 for emails and texts" interrupts the viewport. Heading in first screen: fail.

  • Copy & voiceJudgment

    1 of 2 checks pass. Original wording: fail.

  • Call to actionBoth

    Both checks pass. Main button label: After closing the popup: Most prominent buttons are "Shop Women" and "Shop Girl", both starting with the imperative verb "Shop".

  • RelevanceBoth

    Both checks pass. Guest access: Modal asks for email and text signup, not sign-in; account icon present and close button "X" offers a way out.

  • 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: Nav shows "Shop Women" and "Shop Girl" buttons, and people in athletic apparel are pictured; the app banner is a small strip, not a modal.
  • FailPage heading
  • PassLive hero text
  • PassHero offerAfter closing the popup: Hero headline "40% OFF* TOP GIFTS" with Shop buttons presents an active promotional offer.
  • FailHeading in first screen
  • FailText size
  • PassSingle focal pointAfter closing the popup: Maroon hero block with "40% OFF* TOP GIFTS" and buttons plus the photo below dominate; the stacked banners above are small.
  • PassMain button in first screen
  • PassMain button labelAfter closing the popup: Most prominent buttons are "Shop Women" and "Shop Girl", both starting with the 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 for emails and texts" 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 or service claim.
  • PassOffer termsAfter closing the popup: "40% OFF*" shows an amount with "*Details" link; promo bar shows "20% off" with a "Details" link.
  • FailOriginal wording
  • PassTyposAll visible text, including modal and promo bar, is spelled correctly with no grammar errors.
  • PassGuest accessModal asks for email and text signup, not sign-in; account icon present and close button "X" offers a way out.
  • PassCurrency and region
  • PassContact or help link

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