We took a quick look at Hermes' 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!”
Filtering - Provide Category-Specific Filters for All Key Product Attributes
Category-specific filters help shoppers cut through large product ranges. When attributes like fit, sleeve type, length, material, or style aren’t available as filters, shoppers are forced to sift through too many irrelevant products.
We identified an opportunity to make product discovery more precise, helping shoppers find suitable items faster and reducing the risk of them dropping out before purchase.
PLPs - Truncate Lists of More than 4–8 Filter Options on Desktop
Long filter lists can bury the options shoppers actually need. When one filter takes over the page, other useful filters get pushed out of view and product discovery becomes harder.
We identified an opportunity to make filtering easier to scan, helping shoppers understand their options faster and narrow product ranges with less effort.
Filtering - Always Allow Filtering By Price, User Ratings, Color, Size
Core filters are often the first step shoppers take to narrow a product range. When options like price, colour, size, or brand are missing, shoppers have to work harder to find relevant items and are more likely to look elsewhere.
We identified an opportunity to make browsing faster and more useful, helping shoppers move from a broad product range to suitable options with less friction.
“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.”
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.
Find the UX issues costing your team conversions
The opportunity is bigger than these three findings.
Speak to a Baymard expert to uncover where friction is limiting product discovery, weakening purchase confidence, and slowing shoppers down before checkout. We’ll show how Baymard’s research and benchmarks help your team prioritize the improvements with the greatest commercial impact.
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