We took a quick look at Moncler'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!”
Filtering - Always Allow Users to Sort Product Lists and Search Results by “Price”, “User Rating”, “Best-Selling”, and “Newest”
Sorting helps shoppers quickly surface the products most relevant to their needs. When useful sort options are missing, finding suitable products becomes slower, more manual, and more frustrating.
We identified an opportunity to make product discovery more efficient, helping shoppers find relevant products faster and compare options more effectively.
On-site Search - Always Include the User Ratings Average in List Items And Search Results
Ratings help shoppers judge product suitability without opening every product page. When ratings are missing from list views, comparison becomes harder and relevant products can be dismissed too early.
We identified an opportunity to improve product confidence directly in the list view, helping shoppers compare options faster and continue toward purchase.
PDPs - Use Both “Bullet Lists” and “Blocks of Text” for Product Descriptions
Product information needs to support both quick scanning and deeper evaluation. When descriptions are dense or poorly structured, shoppers struggle to find the details that matter and confidence drops.
We identified an opportunity to make product details clearer and easier to scan, helping shoppers understand fit, features, and suitability faster.
“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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