Grüns sits at the top of our board at 87. Poppi sits at the bottom at 48, and it’s one of the most recognizable names we score. I wanted to know what separates the two ends, so we split the 180 brands we’ve scored into the top 20 and the bottom 20 and compared them check by check, next to a stack scan of 936 storefronts. What separates them is mostly boring, and almost all of it is fixable.
1. They take the risk off the table
Start with the cheapest fix on this list. 100% of our top 20 put a guarantee somewhere a shopper will actually find it. In the bottom 20, it’s 70%. A guarantee is one sentence of copy. It answers the question every first-time buyer is asking and is too polite to type into your chat widget: what happens if I hate it? Magic Mind’s version ends with “No return necessary,” and if you only borrow three words from this piece, borrow those.
2. They show the receipts
85% of the top 20 lead with real review proof, meaning a count and a rating, versus 15% of the bottom 20. Stars without a number are decoration, and I think shoppers figured that out a long time ago.
3. They pick one offer and say it everywhere
100% of the top 20 run a clear offer on both the homepage and the product page. In the bottom 20 it’s 20%. When the homepage and the PDP disagree, a shopper does the rational thing and waits for a better deal. Pick one offer and repeat it like a broken record.
4. Almost everyone fumbles the headline
This is the one I’d fix tonight. 64% of the brands we scored don’t have a single, clear H1 that says what they sell. Launch banners, logos and seasonal lines sit in the spot where the promise should go. It’s the easiest fix in this whole piece, and it costs nothing.
5. The best stacks cover the whole loop
We ranked this top 20 with the Tech Stack sub-score left out, so the apps can’t vote for themselves. These lanes still show up more often at the top than across all brands: popups and list growth (45% vs 38%), referrals and loyalty (50% vs 22%), upsells (40% vs 24%), attribution (60% vs 31%) and testing (30% vs 15%). Buying apps won’t make you a brand. But the brands that sell best tend to pay for the whole loop, from the first email capture to the second order, and they don’t skip lanes.
6. Fame doesn’t close the sale
The iconic brands we scored average 70. The challenger set averages 73, and the newest brands average 62. Household names lean on awareness and skip the basics: launch-banner headlines, no visible review counts, guarantees tucked away on the PDP. Being famous gets you the click. The page still has to earn the sale. The newest brands mostly lose points on proof, which is normal in year one.
So here’s the Monday version. Open your own homepage on your phone. If you can’t find a guarantee, a review count and an offer on that first screen, you know exactly where to start. None of it needs a new app or a new agency. It needs an hour and somebody willing to delete a launch banner.
Scores are our opinion under the v1.3 methodology, from public storefront evidence on Oct 9, 2026. Stack detection reads public code only; "not detected" is not proof of absence.
The Storefront Evidence Score measures how clearly a live storefront earns the next click. Scores are Brand Tested’s opinion, built from public storefront pages and app signals on the scan date and our published v1.3 methodology. They aren’t statements of fact about any company. See something wrong? Request a correction.