Note: You have full access to this benchmark database in your Baymard Pro account.

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 state of the art.

It is especially a state of the art Intermediary Category Pages, state of the art Product Lists, and good Main Navigation that helps Victoria's Secret's category UX. Do, however, watch out for their poor Cross-Navigation & -Selling performance.

We also benchmarked Victoria's Secret in 2013. Since then, their overall UX performance is 39% better.

Rank: #29 of 50

Usability Score: 1,005

URL: victoriassecret.com

Reviewer: Karolina Budrikiene

Poor
Acceptable
Good

Overall Homepage & Category UX

79 Guidelines · Score: 1,005 (+39% since 2013)

Current Performance - “State of the Art”
2013 Performance

Homepage

13 Guidelines · Score: 124.6 (-50%)

Guideline #1: Adhered High · Score: 39.6
Guideline #2: Violated High · Score: -28.3
Guideline #3: Issue Resolved · Score: 28.3
Guideline #4: Violated Low · Score: -14.2
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: Adhered Low · Score: 8.5
Guideline #12: Not Applicable · Score: 0.0
Guideline #13: Adhered Low · Score: 8.5
Guideline content only available in Baymard Pro – Get Full Access

Category Taxonomy

13 Guidelines · Score: 172.7 (+76%)

Guideline #14: Violated Low · Score: -19.8
Guideline #15: Adhered High · Score: 28.3
Guideline #16: Adhered High · Score: 39.6
Guideline #17: Neutral · Score: 0.0
Guideline #18: Not Applicable · Score: 0.0
Guideline #19: Adhered High · Score: 34.0
Guideline #20: Adhered High · Score: 45.3
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: Issue Resolved · Score: 22.6
Guideline content only available in Baymard Pro – Get Full Access

Main Navigation

16 Guidelines · Score: 201.0 (-70%)

Guideline #27: Adhered High · Score: 39.6
Guideline #28: Adhered High · Score: 45.3
Guideline #29: Violated High · Score: -39.6
Guideline #30: Violated High · Score: -28.3
Guideline #31: Violated Low · Score: -17.0
Guideline #32: Adhered High · Score: 34.0
Guideline #33: Issue Resolved · Score: 34.0
Guideline #34: Violated Low · Score: -14.2
Guideline #35: Not Applicable · Score: 0.0
Guideline #36: Issue Resolved · Score: 28.3
Guideline #37: Issue Resolved · Score: 28.3
Guideline #38: Adhered High · Score: 22.6
Guideline #39: Issue Resolved · Score: 22.6
Guideline #40: Issue Resolved · Score: 17.0
Guideline #41: Adhered High · Score: 17.0
Guideline #42: Adhered High · Score: 11.3
Guideline content only available in Baymard Pro – Get Full Access

Intermediary Category Pages

7 Guidelines · Score: 169.9 (+96%)

“State of the Art” Performance
Guideline #43: Adhered High · Score: 45.3
Guideline #44: Adhered Low · Score: 19.8
Guideline #45: Adhered 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: Adhered Low · Score: 8.5
Guideline content only available in Baymard Pro – Get Full Access

Product Lists

13 Guidelines · Score: 294.4 (+114%)

“State of the Art” Performance
Guideline #50: Adhered High · Score: 45.3
Guideline #51: Violated Low · Score: -22.6
Guideline #52: Adhered High · Score: 39.6
Guideline #53: Adhered High · Score: 45.3
Guideline #54: Adhered High · Score: 45.3
Guideline #55: Adhered High · Score: 45.3
Guideline #56: Issue Resolved · Score: 22.6
Guideline #57: Neutral · Score: 0.0
Guideline #58: Issue Resolved · 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
Guideline content only available in Baymard Pro – Get Full Access

Site-Wide Layout

10 Guidelines · Score: 53.8 (+45%)

Guideline #63: Adhered 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: Adhered High · Score: 22.6
Guideline #68: Adhered High · Score: 17.0
Guideline #69: Violated Low · Score: -8.5
Guideline #70: Violated Low · Score: -8.5
Guideline #71: Violated High · Score: -11.3
Guideline #72: Violated High · Score: -11.3
Guideline content only available in Baymard Pro – Get Full Access

Cross-Navigation & -Selling

7 Guidelines · Score: -11.3 ()

Guideline #73: Neutral · Score: 0.0
Guideline #74: Neutral · Score: 0.0
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
Guideline content only available in Baymard Pro – Get Full Access

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 49 usability guidelines, violated 16, and scored neutral on 4 occasions, while a remaining 10 guidelines weren’t applicable.

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

To read each guideline and review your own sites, you’ll need to get full access.

Industry Comparison: Apparel & Accessories

Overall Victoria’s Secret ranks 29 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
“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

7. Victoria's Secret

“State of the Art” Performance

9. Gilt

11. Gap

Close overlay