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Victoria’s Secret’s Homepage & Category UX

This is a usability benchmark of the homepage and category experience of Victoria's Secret and 49 other sites. The overall performance of Victoria's Secret is decent. For instance, Victoria's Secret's category experience has state of the art Main Navigation and Homepage yet suffers from broken Site-Wide Layout and poor Cross-Navigation & -Selling.

Rank: #26 of 50

Usability Score: 691

URL: victoriassecret.com

Reviewed by: Christian Holst

Poor
Acceptable
Good

Overall Homepage & Category UX

79 Guidelines · Score: 691.5

Homepage

13 Guidelines · Score: 169.9

“State of the Art” Performance
Guideline #1: Adhered High · Score: 39.6
Guideline #2: Neutral · Score: 0.0
Guideline #3: Issue Resolved · Score: 28.3
Guideline #4: Adhered High · Score: 28.3
Guideline #5: Adhered Low · Score: 8.5
Guideline #6: Adhered High · Score: 28.3
Guideline #7: Not Applicable · Score: 0.0
Guideline #8: Not Applicable · Score: 0.0
Guideline #9: Adhered High · Score: 17.0
Guideline #10: Adhered High · Score: 28.3
Guideline #11: Violated High · Score: -17.0
Guideline #12: Not Applicable · Score: 0.0
Guideline #13: Adhered Low · Score: 8.5
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Category Taxonomy

13 Guidelines · Score: 76.4

Guideline #14: Violated Low · Score: -19.8
Guideline #15: Adhered High · Score: 28.3
Guideline #16: Violated Low · Score: -19.8
Guideline #17: Violated Low · Score: -14.2
Guideline #18: Not Applicable · Score: 0.0
Guideline #19: Adhered High · Score: 34.0
Guideline #20: Adhered Low · Score: 22.6
Guideline #21: Adhered Low · Score: 14.2
Guideline #22: Violated High · Score: -28.3
Guideline #23: Not Applicable · Score: 0.0
Guideline #24: Adhered Low · Score: 14.2
Guideline #25: Adhered High · Score: 22.6
Guideline #26: Adhered High · Score: 22.6
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Main Navigation

16 Guidelines · Score: 285.9

“State of the Art” Performance
Guideline #27: Adhered High · Score: 39.6
Guideline #28: Not Applicable · Score: 0.0
Guideline #29: Adhered Low · Score: 19.8
Guideline #30: Not Applicable · Score: 0.0
Guideline #31: Violated Low · Score: -17.0
Guideline #32: Adhered High · Score: 34.0
Guideline #33: Issue Resolved · Score: 34.0
Guideline #34: Adhered High · Score: 28.3
Guideline #35: Adhered High · Score: 22.6
Guideline #36: Adhered High · Score: 28.3
Guideline #37: Issue Resolved · Score: 28.3
Guideline #38: Not Applicable · Score: 0.0
Guideline #39: Issue Resolved · Score: 22.6
Guideline #40: Issue Resolved · Score: 17.0
Guideline #41: Issue Resolved · Score: 17.0
Guideline #42: Adhered High · Score: 11.3
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Intermediary Category Pages

7 Guidelines · Score: 62.3

Guideline #43: Adhered High · Score: 45.3
Guideline #44: Violated High · Score: -39.6
Guideline #45: Adhered High · Score: 39.6
Guideline #46: Violated High · Score: -28.3
Guideline #47: Not Applicable · Score: 0.0
Guideline #48: Issue Resolved · Score: 28.3
Guideline #49: Adhered High · Score: 17.0
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Product Lists

13 Guidelines · Score: 90.6

Guideline #50: Adhered Low · Score: 22.6
Guideline #51: Violated High · Score: -45.3
Guideline #52: Adhered Low · Score: 19.8
Guideline #53: Adhered High · Score: 45.3
Guideline #54: Adhered High · Score: 45.3
Guideline #55: Neutral · Score: 0.0
Guideline #56: Adhered Low · Score: 11.3
Guideline #57: Violated Low · Score: -14.2
Guideline #58: Violated High · Score: -34.0
Guideline #59: Adhered High · Score: 28.3
Guideline #60: Adhered High · Score: 17.0
Guideline #61: Issue Resolved · Score: 17.0
Guideline #62: Violated High · Score: -22.6
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Site-Wide Layout

10 Guidelines · Score: 17.0

“Broken” Performance
Guideline #63: Violated Low · Score: -14.2
Guideline #64: Issue Resolved · Score: 45.3
Guideline #65: Violated High · Score: -28.3
Guideline #66: Adhered High · Score: 22.6
Guideline #67: Violated Low · Score: -11.3
Guideline #68: Adhered High · Score: 17.0
Guideline #69: Issue Resolved · Score: 17.0
Guideline #70: Violated Low · Score: -8.5
Guideline #71: Violated High · Score: -11.3
Guideline #72: Violated High · Score: -11.3
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Cross-Navigation & -Selling

7 Guidelines · Score: -11.3

Guideline #73: Violated High · Score: -28.3
Guideline #74: Neutral · Score: 0.0
Guideline #75: Violated High · Score: -28.3
Guideline #76: Issue Resolved · Score: 28.3
Guideline #77: Not Applicable · Score: 0.0
Guideline #78: Adhered High · Score: 17.0
Guideline #79: Not Applicable · Score: 0.0
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All 50 sites were benchmarked across the 79 guidelines from the Homepage & Category usability study. During our evaluation, the e-commerce homepage and category design of Victoria's Secret adhered to 45 usability guidelines, violated 20, and scored neutral on 3 occasions, while a remaining 11 guidelines weren’t applicable.

See methodology to read up on the evaluation criteria and scoring algorithm.

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Industry Comparison: Apparel & Accessories

Overall Victoria's Secret ranks 26 when comparing their homepage and category UX performance against the 49 other major US e-commerce sites in the benchmark, and ranks 7 in the Apparel & Accessories industry.

Poor
Acceptable
Good
“State of the Art” Performance

4. Nike

7. Victoria's Secret

8. Gap

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