Homepage scorecard · Thu Nov 12, 2026
Athleta
Verdict · rubric v1.0, pre-calibration
Solid
30/40
- Lowest dimension
- Value & differentiation, 2/5
Dimensions
- HeadlineJudgment
Both checks pass. Product category in view: After closing the popup: Nav shows "Shop Women" and "Shop Girl" buttons; photo shows people in athletic jackets. App banner is a thin strip, not a modal.
- Value & differentiationJudgment
1 of 2 checks pass. Concrete benefit: After closing the popup: Only discounts visible: "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 signup modal "Score 15% off* when you sign up for emails and texts" with "Get 15% Off" button 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", and a card offer line; all stock retail phrases any store could use.
- Call to actionBoth
Both checks pass. Main button label: After closing the popup: Most prominent buttons are white pills "Shop Women" and "Shop Girl", both beginning with the verb Shop.
- RelevanceBoth
Both checks pass. Guest access: Signup offer is email/text, not sign-in; modal has a close X; account icon is optional. No returning-customer content.
- 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; photo shows people in athletic jackets. App banner is a thin strip, not a modal.
- FailPage heading
- PassLive hero text
- PassHero offerAfter closing the popup: Hero headline "40% OFF* TOP GIFTS" with Shop Women and Shop Girl buttons presents a promotional offer.
- FailHeading in first screen
- FailText size
- PassSingle focal pointAfter closing the popup: Maroon hero block with headline and buttons plus photo below fills well over 40% of content area; promo strips above are secondary.
- PassMain button in first screen
- PassMain button labelAfter closing the popup: Most prominent buttons are white pills "Shop Women" and "Shop Girl", both beginning with the 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 signup modal "Score 15% off* when you sign up for emails and texts" with "Get 15% Off" button interrupts the viewport.
- PassPage load
- FailConcrete benefitAfter closing the popup: Only discounts visible: "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 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", and a card offer line; all stock retail phrases any store could use.
- PassTyposAll visible text is spelled correctly and grammatical, including modal copy and promo bar.
- PassGuest accessSignup offer is email/text, not sign-in; modal has a close X; account icon is optional. No returning-customer content.
- PassCurrency and region
- PassContact or help link
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