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Williams-Sonoma’s Mobile E-Commerce UX

This is a usability benchmark of the mobile site user experience of Williams-Sonoma and 49 other sites. The overall performance of Williams-Sonoma is all but broken. Williams-Sonoma's mobile design is particularly thwarted by usability issues related to mediocre Search, broken Total Cost, and broken Product List. That said, their mobile design performs great within Touch Keyboards.

Rank: #37 of 50

Usability Score: 245

URL: williams-sonoma.com

Reviewed by: Thomas Grønne

Poor
Acceptable
Good

Overall Mobile UX Performance

146 Guidelines · Score: 245

“Broken” Performance

Navigation & Product Browsing

4 Guidelines · Score: 61.2

Guideline #29: Adhered High · Score: 28.8
Guideline #30: Issue Resolved · Score: 28.8
Guideline #31: Adhered High · Score: 21.6
Guideline #32: Violated High · Score: -18.0
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Search

5 Guidelines · Score: 12.6

Guideline #33: Adhered High · Score: 25.2
Guideline #34: Violated High · Score: -28.8
Guideline #35: Adhered High · Score: 25.2
Guideline #36: Adhered Low · Score: 12.6
Guideline #37: Violated High · Score: -21.6
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Product List

12 Guidelines · Score: -18.0

“Broken” Performance
Guideline #38: Adhered High · Score: 28.8
Guideline #39: Violated High · Score: -25.2
Guideline #40: Adhered Low · Score: 10.8
Guideline #41: Violated Low · Score: -9.0
Guideline #42: Violated High · Score: -18.0
Guideline #43: Adhered High · Score: 21.6
Guideline #44: Violated High · Score: -18.0
Guideline #45: Violated Low · Score: -9.0
Guideline #46: Not Applicable · Score: 0.0
Guideline #47: Not Applicable · Score: 0.0
Guideline #48: Violated Low · Score: -7.2
Guideline #49: Adhered High · Score: 7.2
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Filtering & Sorting

9 Guidelines · Score: -48.6

“Broken” Performance
Guideline #50: Violated High · Score: -25.2
Guideline #51: Neutral · Score: 0.0
Guideline #52: Violated Low · Score: -9.0
Guideline #53: Not Applicable · Score: 0.0
Guideline #54: Not Applicable · Score: 0.0
Guideline #55: Not Applicable · Score: 0.0
Guideline #56: Violated High · Score: -14.4
Guideline #57: Neutral · Score: 0.0
Guideline #58: Not Applicable · Score: 0.0
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Cross Navigation & Compatibility

5 Guidelines · Score: -36.0

“Broken” Performance
Guideline #59: Violated High · Score: -21.6
Guideline #60: Not Applicable · Score: 0.0
Guideline #61: Not Applicable · Score: 0.0
Guideline #62: Violated High · Score: -14.4
Guideline #63: Not Applicable · Score: 0.0
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Product Page Layout

6 Guidelines · Score: -3.6

“Broken” Performance
Guideline #64: Violated High · Score: -25.2
Guideline #65: Adhered High · Score: 21.6
Guideline #66: Violated High · Score: -18.0
Guideline #67: Violated High · Score: -18.0
Guideline #68: Issue Resolved · Score: 18.0
Guideline #69: Adhered High · Score: 18.0
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Product Images

5 Guidelines · Score: -10.8

“Broken” Performance
Guideline #70: Adhered High · Score: 28.8
Guideline #71: Violated High · Score: -25.2
Guideline #72: Violated High · Score: -25.2
Guideline #73: Adhered High · Score: 14.4
Guideline #74: Violated Low · Score: -3.6
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Product Descriptions & Specs

3 Guidelines · Score: 43.2

“State of the Art” Performance
Guideline #75: Adhered High · Score: 25.2
Guideline #76: Adhered High · Score: 18.0
Guideline #77: Not Applicable · Score: 0.0
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Cart

2 Guidelines · Score: 7.2

Guideline #81: Adhered High · Score: 18.0
Guideline #82: Violated High · Score: -10.8
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Total Cost

6 Guidelines · Score: 0.0

“Broken” Performance
Guideline #83: Violated High · Score: -28.8
Guideline #84: Not Applicable · Score: 0.0
Guideline #85: Adhered High · Score: 21.6
Guideline #86: Not Applicable · Score: 0.0
Guideline #87: Adhered High · Score: 18.0
Guideline #88: Violated High · Score: -10.8
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Shipping

3 Guidelines · Score: -25.2

“Broken” Performance
Guideline #89: Violated High · Score: -25.2
Guideline #90: Not Applicable · Score: 0.0
Guideline #91: Not Applicable · Score: 0.0
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Account

3 Guidelines · Score: -5.4

“Broken” Performance
Guideline #92: Adhered High · Score: 25.2
Guideline #93: Violated Low · Score: -12.6
Guideline #94: Violated High · Score: -18.0
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Editing & Verifying Inputs

7 Guidelines · Score: 91.8

Guideline #95: Adhered High · Score: 25.2
Guideline #96: Adhered Low · Score: 12.6
Guideline #97: Issue Resolved · Score: 21.6
Guideline #98: Not Applicable · Score: 0.0
Guideline #99: Neutral · Score: 0.0
Guideline #100: Adhered High · Score: 18.0
Guideline #101: Adhered High · Score: 14.4
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Redundancy & Simplicity

5 Guidelines · Score: 57.6

“State of the Art” Performance
Guideline #102: Adhered High · Score: 21.6
Guideline #103: Adhered High · Score: 18.0
Guideline #104: Adhered High · Score: 18.0
Guideline #105: Violated High · Score: -7.2
Guideline #106: Adhered High · Score: 7.2
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Form Layout

5 Guidelines · Score: 43.2

Guideline #107: Adhered High · Score: 25.2
Guideline #108: Adhered High · Score: 18.0
Guideline #109: Violated High · Score: -14.4
Guideline #110: Adhered High · Score: 7.2
Guideline #111: Adhered High · Score: 7.2
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Input Functionality

5 Guidelines · Score: -3.6

Guideline #112: Not Applicable · Score: 0.0
Guideline #113: Violated High · Score: -10.8
Guideline #114: Adhered High · Score: 18.0
Guideline #115: Violated High · Score: -10.8
Guideline #116: Not Applicable · Score: 0.0
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Field Descriptions

10 Guidelines · Score: -9.0

“Broken” Performance
Guideline #117: Violated Low · Score: -14.4
Guideline #118: Violated High · Score: -28.8
Guideline #119: Adhered High · Score: 25.2
Guideline #120: Violated High · Score: -21.6
Guideline #121: Violated High · Score: -21.6
Guideline #122: Issue Resolved · Score: 18.0
Guideline #123: Adhered High · Score: 14.4
Guideline #124: Adhered Low · Score: 5.4
Guideline #125: Adhered High · Score: 14.4
Guideline #126: Not Applicable · Score: 0.0
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Touch Keyboards

5 Guidelines · Score: 72.0

“State of the Art” Performance
Guideline #127: Adhered High · Score: 21.6
Guideline #128: Adhered High · Score: 21.6
Guideline #129: Adhered High · Score: 14.4
Guideline #130: Adhered High · Score: 7.2
Guideline #131: Adhered High · Score: 7.2
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Error Messages

5 Guidelines · Score: 16.2

Guideline #132: Violated High · Score: -28.8
Guideline #133: Adhered High · Score: 21.6
Guideline #134: Adhered Low · Score: 9.0
Guideline #135: Adhered High · Score: 14.4
Guideline #136: Not Applicable · Score: 0.0
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All 50 sites were benchmarked across the 146 guidelines from the Mobile E-Commerce usability study. During our evaluation, the mobile experience of Williams-Sonoma adhered to 48 usability guidelines, violated 35, and scored neutral on 3 occasions, while a remaining 60 guidelines weren’t applicable.

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

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Industry Comparison: Houseware & Furnishing

Overall Williams-Sonoma ranks 37 when comparing the user experience of their mobile site against that of the 49 other major US e-commerce mobile sites in the benchmark, and ranks 3 in the Houseware & Furnishing industry.

Poor
Acceptable
Good

1. Wayfair

3. Williams-Sonoma

“Broken” Performance
“Broken” Performance
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