We took a quick look at Burberry's online shopping experience
From product discovery to checkout, a few things stood out that may be worth exploring further.
The observations below are based on Baymard's ecommerce UX research and fashion industry benchmarks.
“Having Baymard is like having access to a magical UX super power. I can't believe how helpful and easy to use it is, given the vast array of tools and information they provide!”
Checkout - Always Provide a Running Order Summary That Includes Key Order Details
Checkout is often where purchase confidence is won or lost. When shoppers can't quickly confirm important details such as pricing, shipping costs, or delivery information, uncertainty increases and conversion suffers.
We identified a potential opportunity to strengthen purchase confidence during the final stages of the checkout journey.
PDPs - Use Both “Bullet Lists” and “Blocks of Text” for Product Descriptions
Users rely heavily on product descriptions to understand product attributes and determine whether a product meets their needs. During testing, long text-heavy descriptions made it difficult to find relevant information, often leading users to abandon the product.
Making key product information easier to scan may help shoppers understand products faster and make purchase decisions with greater confidence.
PLPs - Avoid Subdividing Product Lists
When product listings are split into multiple sections, shoppers can struggle to understand the full range of products available. This often creates unnecessary friction during browsing and can make it harder for users to discover relevant products.
We identified a potential opportunity to make product discovery more intuitive and help shoppers explore the full breadth of the catalog more efficiently.
“Having Baymard is like having access to a magical UX super power. I can't believe how helpful and easy to use it is, given the vast array of tools and information they provide!”
How leading fashion ecommerce teams approach these challenges
High-performing ecommerce teams typically combine multiple sources of insight when improving customer experiences:
- UX research
- Industry benchmarking
- Competitive analysis
- Design pattern libraries
- Team training and enablement
- Expert guidance when needed
The goal is not simply identifying issues, but building confidence in which improvements will have the greatest impact.
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