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Homepage scorecard · Thu Nov 12, 2026

Cotopaxi

Verdict · rubric v1.0, pre-calibration

Strong

34/40

Lowest dimension
Value & differentiation, 2/5
Screenshot of the Cotopaxi homepage on Nov 12, 2026, phone, above the fold
First screen
Screenshot of the Cotopaxi homepage on Nov 12, 2026 after closing the popup, phone, above the fold
After closing the popup
Homepage URL
https://www.cotopaxi.com/
Vertical
Outdoor & sporting goods
Kind
Storefront

Dimensions

  • HeadlineJudgment

    Both checks pass. Product category in view: After closing the popup: Nav tabs read "PACKS & BAGS" and "WOMEN'S"; no overlay covers the page, so a category word is visible.

  • Value & differentiationJudgment

    1 of 2 checks pass. Concrete benefit: After closing the popup: Only "Free Standard Shipping On All Orders" and "New drops. Great gifts."; shipping offer is a promotion…

  • Design & hierarchyBoth

    2 of 5 checks pass. Capped at 2/5 by Overlay size. First screen unobstructed: A full-viewport discount popup, "Want 20% Off* Your First Purchase?", interrupts the view with a "YES, PLEASE!" button. Heading in first screen: fail.

  • Copy & voiceJudgment

    Both checks pass. Original wording: After closing the popup: "New drops. Great gifts. All week long." is a recognizable turn of phrase beyond stock phrases.

  • Call to actionBoth

    Both checks pass. Main button label: After closing the popup: Most prominent button is "SHOP NOW", which begins with the imperative verb "Shop".

  • RelevanceBoth

    Both checks pass. Guest access: The popup offers a first-purchase discount with a close X and "No, I'm Good"; no sign-in is required.

  • TrustBoth

    Both checks pass. Logo in header: After closing the popup: The "cotopaxi" wordmark with llama logo is clearly legible in the header.

  • Technical hygieneCheck

    All 5 checks pass.

Checks

  • PassProduct category in viewAfter closing the popup: Nav tabs read "PACKS & BAGS" and "WOMEN'S"; no overlay covers the page, so a category word is visible.
  • PassPage heading
  • PassLive hero text
  • PassHero offerAfter closing the popup: Hero reads "TODAY ONLY! FREE SHIPPING ON ALL ORDERS" with "New drops. Great gifts." and a "SHOP NOW" button, a clear promotional offer.
  • FailHeading in first screen
  • PassText size
  • PassSingle focal pointAfter closing the popup: Pink hero block fills most of the viewport below the header, with large dark red "FREE SHIPPING ON ALL ORDERS" text dominating.
  • PassMain button in first screen
  • PassMain button labelAfter closing the popup: Most prominent button is "SHOP NOW", which begins with the imperative verb "Shop".
  • PassSearch in first screen
  • PassMenu button
  • PassOpen search box
  • PassHTTPS certificate
  • PassImage loading
  • PassLogo in headerAfter closing the popup: The "cotopaxi" wordmark with llama logo is clearly legible in the header.
  • FailOverlay size
  • FailFirst screen unobstructedA full-viewport discount popup, "Want 20% Off* Your First Purchase?", interrupts the view with a "YES, PLEASE!" button.
  • PassPage load
  • FailConcrete benefitAfter closing the popup: Only "Free Standard Shipping On All Orders" and "New drops. Great gifts."; shipping offer is a promotion, not a product or service claim of substance.
  • PassOffer termsAfter closing the popup: "FREE Standard Shipping On All Orders | Today Only!" gives an end time ("Today Only") for the free shipping offer.
  • PassOriginal wordingAfter closing the popup: "New drops. Great gifts. All week long." is a recognizable turn of phrase beyond stock phrases.
  • PassTyposVisible text, including "Want 20% Off* Your First Purchase?" and "No, I'm Good", has no misspelling or grammar error.
  • PassGuest accessThe popup offers a first-purchase discount with a close X and "No, I'm Good"; no sign-in is required.
  • PassCurrency and region
  • PassContact or help link

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