What are the top 40 UX improvements for your apparel site? How does your UX performance compare to Nike, GAP, H&M, Urban Outfitters, Zalando, or Foot Locker?
Based on the findings from Baymard Institute’s 78,000+ hours of User Experience (UX) research, Baymard will conduct a UX audit of your Apparel E-Commerce website.
The in-depth apparel UX audit will be based on 500 weighted UX parameters uncovered during our large-scale UX testing of apparel websites. The UX audit will provide you with:
Learn more about our apparel UX audit analysis, deliverables, and costs in the 5 sections below:
A ‘Full-Site Apparel UX audit’ includes:
A full UX analysis and assessment of your desktop and mobile websites UX, including the homepage, category navigation, on-site search, product listing pages, product details pages, shopping cart, and checkout process — conducted by lead researchers at Baymard Institute, utilizing our 78,000+ hours of large-scale UX research.
7 detailed UX scorecards with a total of 500 UX performance scoring parameters, used for direct UX performance comparison against 22 apparel websites. In addition, you will also get a UX comparison to 141 top-grossing US and European e-commerce sites, to benchmark how your site stacks up to general user expectations.
The auditors will write a detailed 120+ page report with 40 suggestions for UX improvement. Each suggestion includes a description of the identified user experience issue along with a proposed solution and 2–4 best practice examples from other apparel sites, and occasionally examples outside the apparel industry for cross-industry inspiration.
A 2-hour video conference where we go over the audit results with you and your team, to discuss the findings and suggestions for improvements.
3 follow-up calls with your UX auditor within four months of delivering the audit findings. Useful for feedback on any redesigns you create, a light review of prototypes, follow-up questions from your teams, etc.
A full-site UX audit includes 4 months of complimentary access to a Baymard Premium ‘Medium’ plan with full access to Baymard’s 78,000+ hours of UX research findings.
The audit will cover the following areas of your online user experience:
Homepage — The homepage structure, design, carousels, personalization, and promotions.
Category Taxonomy — The overall e-commerce category structure and taxonomy, includes the common issue of “over-categorization”, information architecture, catalog breadth, category redundancy, overly deep or shallow categories, industry-specific naming, etc.
Main Navigation — The main e-commerce navigation design, mega drop-down menus, product navigation and its visual hierarchy, courtesy non-product navigation, etc.
Intermediary Category Pages — How deep in the site hierarchy “Intermediary Category” pages are used (vs. using a product listing page), how the category pages are structured and what content they contain, incl. inspirational paths, featured products, and curated content, etc.
Site-Wide Layout — Site-wide layouts, footers, newsletter dialogs, ad positioning, and return policy links, etc.
Query Types — The level of compliance with 12 different overarching types of search queries that users make on e-commerce sites, all vital for your search engine to support (Exact, Product Type, Feature, Thematic, Relational, Compatibility, Symbol, Subjective, Symptom, Implicit, Non-Product, and Natural Language). How and what product data is actually searched.
Search Form & Logic — The design and behavior of the search field itself, query persistence, manual and automatic search scope selection, special characters, etc.
Autocomplete — How the autocomplete feature (“predictive search”) should be designed, the types of suggestions it should make, keyboard behavior support, suggesting scopes and products, etc.
Results Logic & Guidance — How to guide users toward better paths on the results page, including suggesting alternate queries, scopes, “No results” pages, misspellings, etc.
Results Layout — The layout and features of the search results page, such as dynamic list layouts, the search results information, search snippets, pagination, etc.
Results Filtering & Sorting — Filtering and sorting of search results, including essential filtering types, faceted search, the design and logic for long lists of filters, filter naming, dynamic sorting, etc.
List Layout — The design and features of the overall layout of the product list, includes “list” vs. “grid” layouts, product data consistency, post-processing vendor-supplied data, “responsive upscaling” of product lists, etc.
Loading Products — The loading schema for new items loaded into the product list, number of products displayed by default, etc.
List Items: What Information to Include — The type and amount of product attributes to include in each list item, product variations in list items, user ratings averages in list items, etc.
List Items: User Interface — The styling and display of the included information such a price, product specifications, variations, units, etc.
List Items: Product Thumbnails — The type of product thumbnails in each list item, what they depict, their size, hover-enabled thumbnails, showing packaging, etc.
List Items: Hover & Hit Areas — The list item’s click behavior, hover effect synchronization, “quick view” features, dynamic amount of content on hover, etc.
List Items: Personalization — Context-aware thumbnails, personalized list item and product attributes, highlighting of items, etc.
Filtering: Available Filters — The type, amount, and specificity of filters users need, incl. thematic filters, product-specific filters, compatibility filters, symptom filters, product status filters, gifting filters, user-defined filters, price filters, etc.
Filtering: Scope & Logic — Filtering logic, scope, and naming schemas, such as over-categorization, mutually exclusive filtering values and non-exclusive values (“AND” “OR” logics), filtering tooltips, filter names, filter value consistency, dynamically renaming filters, etc.
Filtering Interface & Layout — Filtering type’s and filtering value’s styling, placement, filter truncation, incl. handling filtering values with 0 matches, filter value checkbox and link styling, the display sequence for filtering values, slider interfaces, etc.
Filtering: Applying & Applied Filters — “Apply” buttons and live updating as filters are applied, the position and styling for applied filtering values, browser history, filter and sorting persistence, etc.
Sorting — The default sort type, diversity in sorting logic, the sorting interface and scope, alphabetical sorting, category-specific sort types, sorting directions, sorting naming, the scope of the sorting tool, labeling of the sorting interface, dead-end sorting options, logic for customer rating sorting, etc.
Product Page Layouts — “Horizontal Tabs”, “Sticky TOCs”, “Collapsed Sections”, “One Long Page”, etc.
Product Images — How users inspect product images, the 7 different image types e-commerce sites need, number of images, etc.
Image Gallery User Interface — Image gallery design, image navigation, methods of zoom, carousels, overlays, default image and size, etc.
The “Buy” Section — Design and position of elements such as “Add to Cart” button, prices and discounts, quantity field, etc.
Shipping, Returns, & Gifting — Shipping and returns information at the product page, “Free Shipping” tiers, and “Find in Store” features.
Product Variations — Selecting color and size variations, content across variations, product customizations and personalizations.
Product Description — Product information and descriptions, the type of content needed, text styling, sub-titles, product headlines, etc.
Product Specifications Sheet — Spec sheet layout, specs in tables vs. product descriptions, help features, post-processing of vendor data, etc.
User Reviews — User reviews, the review submission form, review filtering, sorting and navigation, rating distribution summaries, etc.
Auxiliary Content — Q&A/FAQs, social media tools, and expert-generated content.
Cross-Sells & Cross-Navigation — Cross-sells design, placement, and logic, cross-navigation elements, “Recently Viewed Products”, etc.
Shopping Cart & “Added to Cart” Behavior — Shopping cart design, quantity, and save features, as well as the page-response when users add products to the cart (drop-down cart, etc.)
Account Selection & Creation — Account selection designs and communication, guest checkout, “Delayed Account Creation”, social media accounts, password rules, etc.
Customer & Address Information — Privacy concerns, shipping addresses, billing addresses, international addresses, phone fields, address auto-detection techniques, etc.
Shipping & Store Pickup — Shipping interface design and information hierarchy, shipping descriptions, order cut-off times, and “Free Shipping” tiers, along with omni-channel features such as Store Pickup, Store Availability, and Ship to Store.
Payment Flow & Methods (includes Third-Party) — The payment methods interface, how to integrate and display third-party payment options, gift card redemption flows, international currencies, coupon codes, etc.
Credit Card Form — The credit card field design and its validation logic and formatting, along with the expiration date, security code, and cardholder name inputs, field sequence, card icons, and card type selection.
Order Review — Review step design, “Place Order” button placement, and necessary review data, along with its editing flow.
Order Confirmation & E-Mail (to the extent it’s possible to access this) — The information and actions needed on the order confirmation page, along with the order confirmation e-mail.
Checkout Page Design — Checkout process steps, “Enclosed Checkout” designs, order summary sidebars, and how to design and position the cart link in the site-wide header.
User Attention & Interactions — Load indicators, feedback on user actions, the use of overlays, feedback requests, introduction of site-specific features, and embedded content from third-parties.
Cross-Sells — Active vs. passive cross-selling, adapting cross-sells to user context, and pitfalls of specific placements and wording.
Form Design & Features — How to design and position the primary button, “Apply” buttons, minimizing form intimidation, multi-column layouts, tabbing flows, CAPTCHAs, back-button and enter-keystroke behavior.
Validation Errors & Data Persistence — How to design and position error messages, how to word them, and persisting data in non-secure and secure form fields, along with inline validation.
Address Validators — When address validations are necessary, “Force-Proceeding” through address validators, along with address validator design and logic.
Field Labels & Microcopy — Marking optional and required fields, field label position, tooltips, and optimizing microcopy and descriptions.
Field Design & Features — How to match the type of interface with the input type, drop-downs and radio button implementations, input masks and character restrictions, custom designed input fields, etc.
Default Values & Autocompletion — Intelligent form features, including inferred selections, pre-fills, auto-fills, and personalization of the checkout flow.
‘My Account’ Sign-In — Account sign in, including password reset and account lockouts, “Soft” sign in, automatic sign out, and where users should be sent after signing in.
‘My Account’ Drop-Down — Placement of the “My Account” drop-down menu, account features to include, how the “My Account” drop-down should be structured and styled, personalization, and what “My Account” drop-down implementations should be avoided.
‘My Account’ Dashboard — Providing paths to all ‘My Account’ features, highlighting recent orders, limiting ads, and using icons; dashboard designs that use a sidebar or “Cards “for navigation.
‘My Account’ Stored Addresses, Cards, and Newsletters — Credit card updating flow, default addresses, editing vs. adding a new address, newsletter frequency and “unsubscribe “, confirmations, and ‘Apply’ buttons.
In addition to auditing your site UX and comparing it to 22 large apparel e-commerce sites in our benchmark database (Adidas, L.L. Bean, American Eagle, Nordstrom, ASOS, GAP, Marks & Spencer, Nike, Neiman Marcus, Urban Outfitter, H&M, Foot Locker, Victoria’s Secret, Debenhams, Zalando, Ann Taylor, and Gilt, or luxury e-commerce sites Gucci, TAG Heuer, Louis Vuitton, Jimmy Choo, Van Cleef & Arpels, and Chanel), we can also expand the project scope to include a custom competitive audit against any local or direct apparel competitor(s) you’d like. This is available for sites in most countries and languages.
Most commonly, UX audit services are used by:
Even the smallest improvement in conversion rate for any site with significant sales will lead to a notable return on investment. For example, an improvement from 3.1% to 3.6% in conversion rate for a site with $50,000,000 annual sales will yield $8,060,000 extra sales every year.
A full-site apparel desktop and mobile UX audit across all 7 audit focus areas cost $12,700 (USD) — this includes a volume discount of $5,200 compared to the rate for 7 individual “focused UX audits”.
A ‘Apparel Full-Site UX audit’ includes:
Reach out below to discuss your needs or request a UX audit of your apparel site. (PS client audits are strictly confidential and will not be included in Baymard’s public UX benchmark database).
“This was indeed very helpful guidance and a very well-documented roadmap for us to fix, validate, organize, collectively understand and continually improve our ecommerce foundation.”
“Intelligent, consumer-focused insights that are clear and actionable. The team in the room really loved the way the Baymard Institute highlighted the optimizations in the various user experience elements (copy, layout, design, calls-to-action…), from the perspective of consumer struggles. Baymard’s Usability research really complements our other existing research tools.”
“We are very excited to finally proceed with the UX improvements, and I truly believe your audit report will be super helpful to put us ahead of the wave. If you ever need a reference, please do not hesitate to share my contact.”
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“This was…mind-blowing. We’ve been having conversations on the side as you’ve been presenting the audit findings. There’s so much to do!”
“Wanted to thank you again for the checkout audit and walking us through the process. It was super helpful and we can’t wait to apply the changes to our checkout for a better user experience.”
“I just wanted to take a minute to thank you for the amazing work on this audit. You should know that this has been very well received internally and there’s a lot of excitement around adopting the ideas you have shared.”
“The Baymard team has been a delight to work with on the JohnLewis digital platform audit. They responded to the brief very well, have been very accessible for ongoing clarification and queries and Rebecca was excellent in the recent team share, articulately presenting findings in an engaging walk-through with the wider team which will really support driving engagement and a robust response. Many thanks for all the effort and focus folks.”
“Thank you. This was an excellent piece of work: professional, thorough, and actionable for the team. We’re very happy with the work Baymard has done for us so far, and I hope we’ll have the chance to work together again on future projects.”
“Baymard produces some of the most relevant and actionable user experience research available. They really understand the needs of UX and Product Management professionals, and their deep experience in the eCommerce field allows them to offer sophisticated, nuanced insights.”
“Every day of the training was accompanied by a list of discoveries that I could directly design solutions for into my site. I was able to bring these designed solutions home with me and kickoff multiple optimization projects that I am confident will affect the site in a positive way, both in usability and conversion. Being able to have Christian and Lauryn from Baymard Institute look over my shoulder and give me feedback and direction based on the 28,000 hours of independent research that their organization has done was incredibly helpful.”
“I can confirm that the list was fully implemented. Every time we put up a change we either A/B test or we watch it very closely to determine that it’s doing better and not the opposite. So I can confirm that these fixes have improved our checkout. Thanks for everything.”
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“Baymard has been a great resource in helping us improve the customer experience. We are continually applying these best practices to our sites.”
“We’ve received some awesome feedback from our Merchant Success team as well as our merchants about all of the UX Audits we’ve had thus far with Baymard. Thank you so much to you and your team for all of your hard work. The pilot with Baymard has been going fantastic and I’m really excited with all that we’re learning! You have an amazing platform, team and super helpful data base for us to work with.”
“Excellent tool – looking forward to using it with our other sites and prototypes as they’re developed.”
“These reports are fabulous. The content is exactly what our team has been looking for, and so much more! Extremely helpful, thank you!”
“We implemented “E-Commerce Checkout Usability” guide for all our stores and saw doubling of checkout conversion rates. We will soon work on implementation of other usability guidelines. Thank you Christian and Jamie for your excellent work!”
“Some time ago we purchased the Ecommerce Homepage & Category report - the research and insights are extremely useful to us and help us a lot in our work!”
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“Baymard’s training provides the proper language and sound evidence to understand what it mean to create a truly usable interface in the ecommerce business.”
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“[Wanted to] say thanks, because we had a meeting yesterday everyone’s really excited about this. It’s really got everyone motivated and interested in what we’re going to tackle next so it’s been really invaluable, I think.”
“Thanks for everything. The audit was extremely useful, I think we have gained valuable insight.”
“I have found the M-Commerce and E-Commerce reports very useful, thank you!”
“The recommendations in our Checkout Usability Audit were awesome - well prioritized, actionable and helped us focus on what to optimize. This audit, along with the e-Commerce Usability Reports & Benchmark Databases, are my go-to resources for thorough, insightful information. Thank you!”
“Given the tricky science of conversion rate optimization, it is great to know that you are dealing with professionals whose advice is based on solid research. It was a pleasure collaborating with the Baymard team.”
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“Wow, this is great! Just reviewed it with the team. It’s a huge help and we’re excited to fix these issues.”
“The walkthrough today was great. The report was very, very well done and loaded with great opportunities for us to improve our business. I wanted to again express my appreciation for working with us on such a condensed time frame last month. You and your team have been amazing partners to us and we very much appreciate the work, expertise and partnership.”
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“We have worked with a number of third party companies before on various projects/audits, and I can certainly say that working with Baymard was not only a pleasure; but you delivered on time; to the level of depth we wanted; addressing important issues; and answering all our questions; and you did all this for a great price. A big THANK YOU on behalf of N11.”
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“We found the audits extremely helpful and validated a number of changes we have been wanting to make or are in the process of making, so thank again for all the great insights.”
“The Baymard reports have proven to be an invaluable resource for us. Comprehensive, pragmatic and actionable. We have redesigned our checkout process and made changes to our category pages based on usability guidelines in the reports.”
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“Really good rundown on all these thing. I definitely think we got a lot of value out of it, and we’re excited to get it all in and do some A/B testing on this.”
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“We implemented these guidelines on a client’s website and our e-commerce conversion rate increased 18.7% across the board. Most importantly our mobile conversions increased from 0.89% to 1.9% – we doubled our mobile revenue.”
“The Baymard E-commerce Usability reports have proven to be a valuable resource for UX teams within our organisation both at group and operating company level. The reports contain precise, actionable insights and recommendations which are backed up by extensive research and data. The severity and frequency ratings have helped our development teams to prioritise which areas to improve first. The most recent improvements we’ve recommended from the Ecommerce Search report have been extremely well received by senior stakeholders and have already been fed into the backlog.”
“Thanks again for the great work on our checkout project. Our whole group found it incredibly insightful. We’re applying the suggestions you provided to our new checkout design which launches at the end of the month! One of my colleagues was also interested in your group’s competitive expertise with regard to responsive web and native apps.”
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“Baymard recently did a UX audit of our new e-commerce Website. We were very pleased with the results. The report and live review of the findings validated our approach to user experience, and also, we learned a lot about best practices for e-commerce UX. We believe Baymard’s work will help us increase revenue and user satisfaction.”
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“We’ve been consuming the Baymard Institute reports for a while but the in-house workshop was really the thing that connected all the dots around ecommerce UX together for us. Now our entire team has a common base of understanding, a language, and clear quantified evidence of the importance of common UX guidelines and pitfalls. Reading a report is one thing but actually forcing yourself to apply findings on a real world case was the greatest takeaway from the workshop. UX is often an tricky science subject to a lot of emotional bias and gut feeling. Not so much anymore.”
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