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Ann Taylor’s Mobile E-Commerce UX

This is a usability benchmark of the mobile site user experience of Ann Taylor and 49 other sites. The overall performance of Ann Taylor is mediocre. Notably, Ann Taylor's mobile performance is hampered by broken Search and Total Cost, although this is helped somewhat by state of the art Touch Keyboards and Product List.

Rank: #16 of 50

Usability Score: 467

URL: anntaylor.com

Reviewed by: Baymard Institute

Poor
Acceptable
Good

Overall Mobile UX Performance

146 Guidelines · Score: 467

Navigation & Product Browsing

4 Guidelines · Score: 39.6

Guideline #29: Adhered Low · Score: 14.4
Guideline #30: Issue Resolved · Score: 28.8
Guideline #31: Violated High · Score: -21.6
Guideline #32: Adhered High · Score: 18.0
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Search

5 Guidelines · Score: -90.0

“Broken” Performance
Guideline #33: Violated High · Score: -25.2
Guideline #34: Violated High · Score: -28.8
Guideline #35: Neutral · Score: 0.0
Guideline #36: Violated High · Score: -25.2
Guideline #37: Violated Low · Score: -10.8
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Product List

12 Guidelines · Score: 77.4

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

9 Guidelines · Score: 57.6

Guideline #50: Adhered High · Score: 25.2
Guideline #51: Neutral · Score: 0.0
Guideline #52: Adhered High · Score: 18.0
Guideline #53: Adhered High · Score: 18.0
Guideline #54: Adhered High · Score: 18.0
Guideline #55: Violated High · Score: -18.0
Guideline #56: Violated High · Score: -14.4
Guideline #57: Neutral · Score: 0.0
Guideline #58: Adhered High · Score: 10.8
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Cross Navigation & Compatibility

5 Guidelines · Score: 10.8

“Broken” Performance
Guideline #59: Not Applicable · Score: 0.0
Guideline #60: Not Applicable · Score: 0.0
Guideline #61: Not Applicable · Score: 0.0
Guideline #62: Not Applicable · Score: 0.0
Guideline #63: Adhered High · Score: 10.8
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Product Page Layout

6 Guidelines · Score: 55.8

Guideline #64: Adhered High · Score: 25.2
Guideline #65: Adhered High · Score: 21.6
Guideline #66: Violated Low · Score: -9.0
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: 59.4

Guideline #70: Adhered High · Score: 28.8
Guideline #71: Adhered Low · Score: 12.6
Guideline #72: Adhered High · Score: 25.2
Guideline #73: Violated High · Score: -14.4
Guideline #74: Adhered High · Score: 7.2
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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: 14.4

“State of the Art” Performance
Guideline #81: Adhered Low · Score: 9.0
Guideline #82: Adhered Low · Score: 5.4
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Total Cost

6 Guidelines · Score: -46.8

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

3 Guidelines · Score: 3.6

Guideline #89: Adhered High · Score: 25.2
Guideline #90: Not Applicable · Score: 0.0
Guideline #91: Violated High · Score: -21.6
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Account

3 Guidelines · Score: 0.0

“Broken” Performance
Guideline #92: Adhered High · Score: 25.2
Guideline #93: Violated High · Score: -25.2
Guideline #94: Not Applicable · Score: 0.0
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Editing & Verifying Inputs

7 Guidelines · Score: 64.8

Guideline #95: Adhered High · Score: 25.2
Guideline #96: Adhered High · Score: 25.2
Guideline #97: Violated High · Score: -21.6
Guideline #98: Not Applicable · Score: 0.0
Guideline #99: Adhered High · Score: 18.0
Guideline #100: Adhered High · Score: 18.0
Guideline #101: Not Applicable · Score: 0.0
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Redundancy & Simplicity

5 Guidelines · Score: -0.0

“Broken” Performance
Guideline #102: Violated 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: Violated High · Score: -7.2
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Form Layout

5 Guidelines · Score: 39.6

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 Low · Score: 3.6
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Input Functionality

5 Guidelines · Score: 0.0

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

10 Guidelines · Score: 82.8

Guideline #117: Violated High · Score: -28.8
Guideline #118: Adhered High · Score: 28.8
Guideline #119: Adhered High · Score: 25.2
Guideline #120: Adhered High · Score: 21.6
Guideline #121: Adhered High · Score: 21.6
Guideline #122: Adhered High · Score: 18.0
Guideline #123: Violated High · Score: -14.4
Guideline #124: Violated High · Score: -10.8
Guideline #125: Adhered High · Score: 14.4
Guideline #126: Adhered High · Score: 7.2
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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

“Broken” Performance
Guideline #132: Violated High · Score: -28.8
Guideline #133: Violated Low · Score: -10.8
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 Ann Taylor adhered to 54 usability guidelines, violated 28, and scored neutral on 4 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: Apparel & Accessories

Overall Ann Taylor ranks 16 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 5 in the Apparel & Accessories industry.

Poor
Acceptable
Good

2. Nike

5. Ann Taylor

6. Gap

“Broken” Performance
“Broken” Performance

10. Gilt

“Broken” Performance
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