Store Audit Report
Explosive Fibres XXXL
explosivefibresxxxl.com
12 May 2026
Store Audit Report
explosivefibresxxxl.com
12 May 2026
Overall Health
out of 100
Explosive Fibres has a rare competitive advantage: 38 years of heritage, UK-based manufacturing, and an authentic bodybuilding pedigree that most DTC brands would kill for. However, the website significantly underperforms the brand's potential. A broken hero section, zero social proof, 18 JavaScript errors, and three competing email marketing platforms are actively hurting conversions. By fixing the homepage hero, installing a reviews app, consolidating to one email platform (saving ~$40–$80/month), and adding structured data for GEO, the store could realistically increase conversion rates by 30–60% and begin appearing in AI-generated recommendations for "best bodybuilding clothing" and "oversized gym wear" queries.
| Page | Issue | Category | Severity | Recommendation |
|---|---|---|---|---|
| Homepage | Hero video section fails to render — TypeError in VideoSection.handleScroll. ~70% of viewport is blank on initial load. |
Technical | 🔴 | Fix the null reference in theme.js line ~11:21523. Add a fallback static hero image for when video fails to load. |
| Homepage | Headline "The Revolution Starts Now" is vague and doesn't communicate what the brand sells or its value proposition. | CRO | 🔴 | Replace with value-driven headline like "Hardcore Bodybuilding Clothing Since 1983 — Made in the UK" with a clear sub-headline. |
| Homepage | No visible trust signals (reviews, guarantees, certifications, "Made in UK" badges) above the fold. | CRO | 🔴 | Add a trust bar below the hero: "🇬🇧 Made in Cornwall" | "⭐ 4.8/5 Rating" | "📦 Free Shipping £150+" | "🔄 30-Day Returns". |
| Homepage | Favicon returns 404 — browser shows generic icon in tab. | Technical | 🟡 | Upload a proper .ico or .png favicon through Shopify admin → Theme settings → Favicon. |
| Homepage | No JSON-LD structured data — missing Organization, WebSite, BreadcrumbList schemas. | Technical / GEO | 🟡 | Add Organization schema with brand name, logo, founding date (1983/1987), address, and social profiles. |
| Homepage | Swiper loop warnings — not enough slides for loop mode, causing JS warning spam. | Technical | 🟢 | Either add more slides to carousels or disable loop mode in Swiper configuration. |
| Sitewide | 46 out of 100 images on homepage missing alt text (46%). Critical for accessibility and image SEO. | Technical | 🔴 | Audit all images and add descriptive alt text. Prioritise product images and the logo (which also has no alt text). |
| Sitewide | 18 console errors on homepage — mainly Klaviyo CORS errors (5×), Shopify metrics CORS (3×), VideoSection TypeError. | Technical | 🔴 | Remove Klaviyo (redundant with Omnisend). This alone eliminates 5+ errors. Fix the VideoSection bug in theme.js. |
| Sitewide | Klaviyo, Omnisend, AND Ecomsend all installed — three competing email marketing platforms loading simultaneously. | Technical / CRO | 🔴 | Choose ONE email platform and remove the other two. This reduces page weight by ~200KB+ of JavaScript and eliminates CORS errors. |
| Sitewide | jQuery still loaded — legacy library adds ~30KB compressed, most modern themes no longer need it. | Technical | 🟡 | If theme allows, migrate jQuery-dependent features to vanilla JS. Otherwise deprioritise — theme dependency is common. |
| Sitewide | No breadcrumb navigation on any page — hurts SEO and user orientation. | UX / Technical | 🟡 | Enable breadcrumbs in theme settings or add via Liquid. Include BreadcrumbList JSON-LD schema. |
| Sitewide | Logo uses a JPG photo image instead of proper SVG/PNG logo — appears as a photograph in header. | UX | 🟡 | Use the text-based brand name as the header (as currently rendered) OR upload a proper transparent PNG/SVG logo. |
| Sitewide | No hreflang tags despite supporting 90+ countries with local currencies. | Technical | 🟡 | Add hreflang tags for at least en-GB (primary) and en-US. Helps search engines serve the right version. |
| Collections | All collection pages share the same generic meta description as the homepage. | Technical | 🟡 | Write unique meta descriptions for each collection targeting specific keywords (e.g. "oversized rag tops", "baggy gym pants"). |
| Collections | Collection named "Autumn 2025 New Releases" is dated and potentially misleading in 2026. | UX / CRO | 🟡 | Rename to "New Releases" or "Latest Drop" — avoid date-specific collection names that stale quickly. |
| Collections | Product URL contains "copy-of-" prefix: /products/copy-of-gym-baggy-pant-black |
Technical | 🟡 | Edit the product URL handle in Shopify admin to remove "copy-of-" — it hurts SEO and looks unprofessional. |
| Product Pages | No customer reviews or ratings displayed on any product page. Zero social proof. | CRO | 🔴 | Install a reviews app (Judge.me or Loox). Import existing reviews from email, social media, or other channels. Product reviews can increase conversions by 15–25%. |
| Product Pages | Product descriptions are plain text with no formatting — just raw measurements and fabric specs. | CRO / GEO | 🟡 | Structure descriptions with: brief compelling intro → key features → sizing table → care instructions. Use headings and bullet points for scannability. |
| Product Pages | Product title in page tab is inconsistent: "XXXL Explosive Fibres -" prefix on some, not others. | Technical | 🟢 | Standardise title tag format: "Product Name | Explosive Fibres XXXL" across all products. |
| Product Pages | No cross-sell or "Complete the Look" section on product pages. | CRO | 🟡 | Add "Complete Your Kit" section pairing tops with bottoms, or recommend colour-matched items to increase AOV. |
| Cart | No free shipping progress bar despite offering free shipping at £150+. | CRO | 🟡 | Add a progress bar: "You're £XX away from FREE shipping!" This demonstrably increases AOV by encouraging customers to add more. |
| Cart | "You might also like" section exists but shows as a basic carousel below the fold — easy to miss. | CRO | 🟢 | Move recommendations closer to the checkout button. Consider an inline upsell widget directly in the cart summary area. |
| Checkout | No trust badges or security indicators visible on checkout page. | CRO | 🟡 | Add checkout trust badges (SSL secure, money-back guarantee, Made in UK). Use Shopify checkout extensions. |
| Checkout | Email marketing opt-in is pre-checked by default — may violate GDPR in the UK/EU. | Technical | 🔴 | Uncheck the marketing opt-in by default for GDPR compliance. Pre-checked boxes are not valid consent under UK/EU GDPR. |
| Blog | /blogs returns 404 — no blog exists. Massive missed opportunity for SEO and GEO. | GEO / Technical | 🔴 | Create a blog with content like: "Best Oversized Gym Wear for Bodybuilders", "How to Size XXXL Clothing", brand history pieces. This fuels both SEO and AI citation. |
| About Page | About/Contact page exists but is minimal — just an address and email. No brand story, founder info, or factory photos. | GEO / CRO | 🟡 | Expand into a rich brand story page: founding story, factory photos, team, mission, press mentions. Critical for AI entity recognition. |
How well-prepared is this store to appear in AI-generated answers from ChatGPT, Perplexity, Google AI Overviews, and other LLM-powered search.
GEO Score
out of 100
Explosive Fibres is essentially invisible to AI assistants. With no blog content, minimal structured data, a bare-bones About page, and default llms.txt, the store provides almost nothing for LLMs to cite or recommend. When users ask ChatGPT or Perplexity for "best bodybuilding clothing brands" or "oversized gym wear UK", this store won't appear. This is a significant missed opportunity given the brand's 38-year heritage and unique market position.
Present but auto-generated by Shopify — contains only generic store info. No custom brand narrative, product highlights, or value propositions.
No blog, no FAQ pages, no buying guides. Product descriptions are measurements-only — no citation-worthy prose. Zero content an AI could quote or summarise.
Brand name is clear and consistent. USP ("since 1983", "Made in Cornwall") is mentioned but buried. About page exists but is thin. Company number is provided.
ProductGroup schema exists on product pages (good). But no Organization, FAQPage, BreadcrumbList, Review, or HowTo schemas anywhere.
No press mentions, awards, or third-party citations linked. Ambassador programme exists but no visible testimonials. No Wikipedia or knowledge base presence.
No content addresses natural-language questions like "What is the best oversized gym top?" or "Where can I buy bodybuilding clothing made in the UK?"
robots.txt does NOT block AI crawlers (GPTBot, ClaudeBot, etc.) — this is good. Search and recommendations pages are blocked (standard). Sitemap is present.
46% of images lack alt text entirely. Product images have alt text but it's just the product title — no descriptive information about colour, fabric, or style.
No Organization schema, no Wikipedia article, minimal social presence (Facebook mobile page, not business page). Company number exists but isn't in structured data.
| Action | Difficulty | Impact |
|---|---|---|
| Create a custom llms.txt with detailed brand story, product categories, USPs, and key facts (founding year, UK manufacturing, sizing speciality) | Easy | High |
| Add Organization JSON-LD schema with: name, founding date, address, logo, social profiles, company number | Easy | High |
| Launch a blog with 5–10 cornerstone articles answering common bodybuilding clothing queries | Medium | High |
| Rewrite product descriptions to include natural-language feature summaries beyond just measurements | Medium | High |
| Build a rich About page with factory photos, brand timeline, and founder story | Medium | Medium |
| Add FAQPage schema to existing product FAQ accordions | Easy | Medium |
| Fix all missing alt text on images — use descriptive text not just product titles | Medium | Medium |
| Create a Wikipedia article for the brand (38-year history qualifies for notability) | Hard | High |
| Seek press coverage and build external citations on bodybuilding/fitness publications | Hard | High |
| App Name | Purpose | Performance Impact | Est. Monthly Cost | Verdict | Savings if Removed |
|---|---|---|---|---|---|
| Klaviyo | Email & SMS Marketing | High | $20–$45/mo | REMOVE | $45/mo |
| Omnisend | Email & SMS Marketing | Medium | $16–$59/mo | KEEP | — |
| Ecomsend | Pop-up Email Capture | Low | Free–$29/mo | REMOVE | $29/mo |
| Social Snowball | Referral / Ambassador Program | Low | $99/mo | KEEP | — |
| Hextom Quick Announcement Bar | Announcement Bar | Low | Free–$9.99/mo | REPLACE | $9.99/mo |
| Hextom Event Promotion Bar | Promotional Timer/Bar | Low | Free–$9.99/mo | REMOVE | $9.99/mo |
| Facebook Pixel | Advertising Tracking | Medium | Free | KEEP | — |
| Google Analytics / GTM | Analytics & Tag Management | Medium | Free | KEEP | — |
| Google Ads Conversion | Advertising Conversion Tracking | Low | Free | KEEP | — |
| PayPal Express | Payment Gateway | Low | Free (+ fees) | KEEP | — |
By removing Klaviyo, Ecomsend, and the duplicate Hextom bars
$93.98/month
$1,127.76/year
Cannot read properties of null (reading 'classList') in theme.js. The video section tries to access a DOM element that doesn't exist, crashing the hero section.
product.css appears in the stylesheet list twice on the homepage.
Background
Body Text
Footer / Dark
Accent Gold
Predominantly black/white scheme with gold accents. Clean, masculine aesthetic appropriate for the bodybuilding niche.
Headings
Instrument Serif
Elegant serif — creates a premium feel
Body
Outfit
Clean geometric sans-serif — good readability
Strong font pairing. The serif/sans contrast communicates both heritage and modernity.
Logo
JPG photograph used as logo — not a traditional vector logo
Fix the homepage hero video bug
Fix the null reference error in theme.js VideoSection.handleScroll. Add a fallback static hero image. This is the single biggest visual issue on the site.
Remove Klaviyo & Ecomsend apps
Uninstall both from Shopify admin. Saves $74+/mo, eliminates 5+ console errors, and reduces page weight by ~200KB. Keep Omnisend only.
Upload a proper favicon
Upload a 32×32 .ico or .png via Theme Settings → Favicon. Currently returns 404 in every browser tab.
Install a reviews app (Judge.me free tier)
Install, enable product review widgets, and begin collecting reviews. Send post-purchase review request emails. This is the #1 missing CRO element.
Uncheck the marketing opt-in default at checkout
In Settings → Checkout, ensure marketing opt-in is unchecked by default to comply with UK/EU GDPR.
Remove the duplicate Hextom bar app
Keep one announcement bar only (or use the theme's built-in bar). Uninstall the redundant second Hextom app.
Add trust bar below the hero
Create a strip with: "🇬🇧 Made in Cornwall UK" | "⭐ Rated 4.8/5" | "📦 Free Shipping £150+" | "🔄 30-Day Returns" | "Since 1983"
Write unique meta descriptions for all collections
Currently every page shares the same description. Target collection-specific keywords for each.
Add structured data (Organization, BreadcrumbList, FAQPage)
Add Organization schema in the theme's head with founding date 1983, Cornwall address, logo, and social profiles. Enable breadcrumbs.
Fix alt text on all 46 images missing it
Prioritise the logo image and all product images. Use descriptive text, not just product titles.
Add free shipping progress bar to cart
Show "You're £XX away from FREE shipping!" to drive AOV. Can use theme code or a lightweight app.
Rewrite value proposition and hero headline
Replace "The Revolution Starts Now" with a benefit-driven headline that communicates what Explosive Fibres offers and why it's unique.
Remove duplicate CSS file loads
swiper.css, parallax-min.css, theme-base.css, theme-main.css, and drawer.css are loaded twice. Remove duplicates from theme.liquid.
Clean up product URL handles
Remove "copy-of-" prefixes from product URLs and set up 301 redirects from old URLs.
Launch a brand blog with cornerstone content
Create 5–10 articles targeting high-intent queries: "Best Oversized Gym Wear for Bodybuilders", "How XXXL Clothing Should Fit", "History of Bodybuilding Fashion". Critical for both SEO and GEO.
Build a rich About/Brand Story page
Full brand timeline (1983–present), Cornwall factory photos, team photos, mission statement, press mentions. This is essential for AI entity recognition and trust.
Rewrite all product descriptions
Transform from raw measurement lists to structured, compelling descriptions: intro paragraph → key features → size table → care instructions. Improves both CRO and GEO.
Customise llms.txt with rich brand data
Replace the default Shopify-generated llms.txt with a detailed document covering: brand story, product categories, sizing philosophy, manufacturing details, awards, and key differentiators.
Seek press coverage and external citations
Pitch to bodybuilding/fitness publications. Get featured in "best of" lists and roundups. Each external citation dramatically increases AI recommendation likelihood.
Implement a loyalty/rewards program
Given the niche audience and strong repeat purchase potential, a points-based loyalty program could significantly increase LTV and retention.