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Gap’s Homepage & Category UX

This is a usability benchmark of the homepage and category experience of Gap and 49 other sites. The overall performance of Gap is decent. It is especially a state of the art Site-Wide Layout, Homepage, and Main Navigation that helps Gap's category UX.

We also benchmarked Gap in 2013. Since then, their overall UX performance is 14% better.

Rank: #41 of 50

Usability Score: 787

URL: gap.com

Reviewed by: Karolina Budrikiene

Poor
Acceptable
Good

Overall Homepage & Category UX

79 Guidelines · Score: 787 (+14% since 2013)

Current Performance
2013 Performance

Homepage

13 Guidelines · Score: 184.0 (+84%)

“State of the Art” Performance
Guideline #1: Adhered High · Score: 39.6
Guideline #2: Issue Resolved · Score: 28.3
Guideline #3: Issue Resolved · Score: 28.3
Guideline #4: Adhered Low · Score: 14.2
Guideline #5: Adhered Low · Score: 8.5
Guideline #6: Adhered High · Score: 28.3
Guideline #7: Adhered High · Score: 17.0
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: Violated Low · Score: -8.5
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Category Taxonomy

13 Guidelines · Score: 161.4 (+73%)

Guideline #14: Violated High · Score: -39.6
Guideline #15: Adhered High · Score: 28.3
Guideline #16: Adhered High · Score: 39.6
Guideline #17: Adhered High · Score: 28.3
Guideline #18: Not Applicable · Score: 0.0
Guideline #19: Adhered High · Score: 34.0
Guideline #20: Issue Resolved · Score: 45.3
Guideline #21: Violated High · Score: -28.3
Guideline #22: Adhered High · Score: 28.3
Guideline #23: Not Applicable · Score: 0.0
Guideline #24: Adhered Low · Score: 14.2
Guideline #25: Violated Low · Score: -11.3
Guideline #26: Issue Resolved · Score: 22.6
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Main Navigation

16 Guidelines · Score: 232.2 (-12%)

“State of the Art” Performance
Guideline #27: Adhered High · Score: 39.6
Guideline #28: Not Applicable · Score: 0.0
Guideline #29: Adhered High · Score: 39.6
Guideline #30: Not Applicable · Score: 0.0
Guideline #31: Violated High · Score: -34.0
Guideline #32: Not Applicable · Score: 0.0
Guideline #33: Issue Resolved · Score: 34.0
Guideline #34: Adhered High · Score: 28.3
Guideline #35: Not Applicable · Score: 0.0
Guideline #36: Issue Resolved · 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: 79.3 (+15%)

Guideline #43: Adhered Low · Score: 22.6
Guideline #44: Adhered High · Score: 39.6
Guideline #45: Violated High · Score: -39.6
Guideline #46: Issue Resolved · Score: 28.3
Guideline #47: Not Applicable · Score: 0.0
Guideline #48: Issue Resolved · Score: 28.3
Guideline #49: Not Applicable · Score: 0.0
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Product Lists

13 Guidelines · Score: 48.1 (+3%)

Guideline #50: Violated 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: Not Applicable · Score: 0.0
Guideline #55: Not Applicable · Score: 0.0
Guideline #56: Issue Resolved · Score: 22.6
Guideline #57: Neutral · Score: 0.0
Guideline #58: Violated High · Score: -34.0
Guideline #59: Adhered High · Score: 28.3
Guideline #60: Issue Resolved · Score: 17.0
Guideline #61: Issue Resolved · Score: 17.0
Guideline #62: Not Applicable · Score: 0.0
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Site-Wide Layout

10 Guidelines · Score: 150.1 (-17%)

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

7 Guidelines · Score: -67.9 (-59%)

“Broken” Performance
Guideline #73: Violated High · Score: -28.3
Guideline #74: Violated High · Score: -28.3
Guideline #75: Violated High · Score: -28.3
Guideline #76: Not Applicable · Score: 0.0
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 Gap adhered to 46 usability guidelines, violated 15, and scored neutral on 1 occasion, while a remaining 17 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 Gap ranks 41 when comparing their homepage and category UX performance against the 49 other major US e-commerce sites in the benchmark, and ranks 11 in the Apparel & Accessories industry.

Poor
Acceptable
Good
“State of the Art” Performance
“State of the Art” Performance
“State of the Art” Performance
“State of the Art” Performance

5. Nike

“State of the Art” Performance
“State of the Art” Performance
“State of the Art” Performance

9. Gilt

11. Gap

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