We took a quick look at Marc Jacobs' 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!”
Cart & Checkout - Always Provide the Full Order Cost, or an Estimate, in the Cart
Unexpected costs create hesitation before checkout even begins. When shoppers can’t see the full order total upfront, including shipping, taxes, and fees, confidence drops and abandonment risk increases.
We identified an opportunity to make checkout feel more transparent earlier in the journey, helping shoppers move from cart to purchase with greater confidence.
PDPs - Always Provide Specific and Detailed Material and Care Information for Relevant Products
Material and care details are critical in apparel. When this information is missing, vague, or hard to find, shoppers can’t confidently judge fit, quality, durability, or suitability.
We identified an opportunity to strengthen product confidence by making material and care information more specific and easier to access at the point of decision.
PDPs - Display or Link to the Return Policy from the Main Product Page Content
Return policies play a major role in purchase confidence, particularly in apparel where fit and suitability can't be fully evaluated until after delivery. When returns information isn't visible on the product page, shoppers are left with unanswered questions at a critical point in the buying journey.
We identified an opportunity to strengthen purchase confidence by making returns information more accessible at the point of decision.
“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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