# Missing H1 and meta description — dev spec
Site: allbirds.com · Priority 9 · High · Effort: Medium (2-5 days)

## Problem
The 'SHOP ALL' collection page lacks an H1 and meta description, which hurts SEO and fails to orient users, reducing clarity and trust.

## Evidence (from the live site)
> h1s: [] (empty), meta_description: null, description_length: 0

## Current state
cta: Apply filters; notes: The page title is 'SHOP ALL '26' but there is no H1, and the meta description is missing, which is a missed opportunity for SEO and user clarity.

## Required change
h1: Shop All Shoes & Apparel; cta: Apply filters; notes: Add a descriptive H1 that matches the page title and includes relevant keywords, and write a meta description that summarizes the page content to improve click-through rates.

## Acceptance criteria
- GIVEN a first-time visitor on the affected page
- WHEN the change is live
- THEN Add a descriptive H1 that matches the page title and includes relevant keywords, and write a meta description that summarizes the page content to improve click-through rates.
- AND no layout regression at 375px / 768px / 1280px
- AND the changed control is keyboard-reachable with an accessible name

## Tracking
- Fire `cro_missing_h1_and_meta_description` on interaction with the changed element
- Verify the event fires in BOTH variants before opening traffic

## Test plan
- Two-proportion z-test, 95% significance, 80% power
- 299,882 visitors per variant to detect a 5.0% relative lift
- Run at least one full business cycle; not testable at current traffic

## Rollback
Feature-flag the change; revert if the primary metric drops for 3 consecutive days.