CRO Audit Report for ABRA | Powered by Aavivvi

Abra has the legacy, scale, and infrastructure to dominate luxury retail fit-outs across the globe. But while the craftsmanship is world-class, the digital experience doesn’t yet convert like one. This report highlights where conversion, clarity, and credibility can be enhanced — without losing the premium tone

CRO Audit Scorecard – ABRA Website

Pillar

Score

Insights

Hero Section (First Fold)

7/10
No emotional hook, weak CTA, lacks subheadline and mobile stickiness

Clarity of Services

7/10
Full-service pipeline exists, but UI/UX (vertical tabs) hurts engagement

Mobile Experience

6/10
Poor Missing sticky CTAs, low font contrast, unconventional interactions

Visual Hierarchy

8/10
Layout is minimal, but vertical navs and unclear flow hurt user orientation

Trust Signals

10/10
Used Very Strong social proof or reviews

Conversion Flow (CTAs)

5.5/10
CTAs are present but inconsistent, weak in copy, and missing on critical pages

Portfolio Visibility

6/10
Great work, but no strong discovery path, no case context, and no CTA after viewing

Technical Performance

5/10
Poor mobile LCP, large unoptimized images, fonts block rendering

Navigation & Journey

6/10
Clean nav, but lacks smart scroll behavior and lead-driving touchpoints

Brand Storytelling

5.5/10
No founder/team insight, no client stories, no emotional narrative

Page Speed Insights

Abra’s website carries visual weight and confidence — but behind the scenes, performance gaps are silently hurting both SEO and conversions.

Despite stable layout and minimal blocking scripts, Abra’s mobile experience is critically slow — with visual content taking nearly 10 seconds to fully load. This severely impacts SEO, engagement, and conversion — especially for mobile-first decision-makers in the luxury space.

Abra’s desktop performance is exceptionally smooth, with fast visual loading, minimal layout shift, and responsive interaction. It reflects the premium experience the brand delivers offline — and creates trust in first impressions.

Despite stable layout and minimal blocking scripts, Abra’s mobile experience is critically slow — with visual content taking nearly 10 seconds to fully load. This severely impacts SEO, engagement, and conversion — especially for mobile-first decision-makers in the luxury space.

Abra’s desktop performance is exceptionally smooth, with fast visual loading, minimal layout shift, and responsive interaction. It reflects the premium experience the brand delivers offline — and creates trust in first impressions.

Disappearing Header

  • On scrolling, the navigation header disappears entirely — not sticky or persistent.

  • Since both the header background and subsequent sections are white, users lose orientation as soon as they scroll.

  • Critical links like “Get in Touch”, “Menu”, or even brand recall via logo are no longer accessible — especially damaging on first fold or mobile homepage, where immediate access is essential.

Mobile UX Friction

On mobile devices, when a user taps the “Get In Touch” button, the expected behavior is an instant redirection to the contact page or section. However, currently, users are required to tap twice to navigate—creating unnecessary friction.

Why this is a problem:

  • Breaks user flow — especially when users are ready to take action.
  • Mobile users expect immediacy — extra steps reduce conversion probability.
  • Feels unresponsive — a two-click interaction can feel like the tap didn’t register, creating confusion.

Visual Hierarchy

Headline Lacks Client Context
Current:

“Industry leaders for luxury retail fit out”

Better version (emotionally sharper + positioning-focused):

“We Build the Luxury Retail Spaces Behind Global Brands.”
or
“Trusted by Luxury Retailers to Bring Their Flagships to Life.”

Why? Because the current headline says what Abra is, but not why it matters to the client.

Robots.txt Audit

  • Fully crawlable: Search engines can index all public content

  • Asset loading: Explicitly allows JS, CSS, and font files critical for visual rendering

  • SEO support: Includes sitemap directive to help Google and Bing index faster

  • No Disallow paths: You haven’t specified admin/staging URLs to block — safe to leave open unless needed

Current Robots.txt

No – Robots.txt File Available

Optimized Robots.txt

User-agent: *
Disallow:

# Allow crawling of essential assets (important for rendering design-heavy sites)
Allow: *.css
Allow: *.js
Allow: *.woff
Allow: *.woff2

# Sitemap location for better indexing
Sitemap: https://www.abravmsd.com/sitemap.xml

# Optional: Crawl-delay if server load becomes an issue
# Crawl-delay: 10

Content Optimization

  • Authority Score: 11
  • Organic Traffic: ~1.2 K/month (mostly UAE-based)
  • Backlinks: 283 from 138 referring domains
  • Traffic Share: 91% organic

Insight:
ABRA has started climbing SERPs with healthy backlink momentum and strong organic presence in the UAE. But to fully maximize inbound visibility, content must be optimized around high-intent, niche-relevant keywords.

Ideal Keyword Framework

To improve discovery and conversion, focus on high-intent commercial construction and luxury retail fit-out terms. Here’s a curated mix of service-driven keywords:

Final Word: ABRA’s Digital Experience

ABRA isn’t just another name in retail fit-outs — it’s a legacy brand, a benchmark in execution, and a pioneer in luxury experiences. But in today’s hyper-competitive digital environment, even legacy needs evolution.

While your visual identity is stunning, your website isn’t working as hard as your team is. From mobile UX bottlenecks to under-optimized content and a missing robots.txt file — there’s a clear opportunity to bridge the gap between what your brand is and how it’s found, felt, and followed online.

You don’t need more noise.
You need precision visibility, search-first content, and a user journey that quietly convinces the right clients they’ve landed in the right place.

This isn’t about starting over.
It’s about aligning ABRA’s digital presence with the power of its offline legacy — and converting that alignment into high-value inbound leads.

The infrastructure is there.
Now let’s activate it.

—Team Aavivvi