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GAP’s Product Page UX

This is a usability benchmark of the product page experience of GAP and 59 other sites. The overall performance of GAP is mediocre.

Notably, GAP's product page performance is hampered by mediocre The 'Buy' Section and poor Specifications Sheet, although this is helped somewhat by decent Product Images and Image Gallery UI.

Rank: #24 of 60

Usability Score: 330

URL: gap.com

Reviewer: Lauryn Smith

Poor
Acceptable
Good

Overall Product Page UX Performance

98 Guidelines · Score: 330

Product Page Layout

8 Guidelines · Score: -7.7

Guideline #1: Violated High · Score: -17.9
Guideline #2: Not Applicable · Score: 0.0
Guideline #3: Not Applicable · Score: 0.0
Guideline #4: Not Applicable · Score: 0.0
Guideline #5: Not Applicable · Score: 0.0
Guideline #6: Violated High · Score: -15.3
Guideline #7: Adhered High · Score: 12.8
Guideline #8: Issue Resolved · Score: 12.8
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Product Images

9 Guidelines · Score: 76.7

Guideline #9: Adhered High · Score: 20.4
Guideline #10: Adhered Low · Score: 8.9
Guideline #11: Adhered Low · Score: 8.9
Guideline #12: Adhered High · Score: 12.8
Guideline #13: Not Applicable · Score: 0.0
Guideline #14: Issue Resolved · Score: 12.8
Guideline #15: Not Applicable · Score: 0.0
Guideline #16: Not Applicable · Score: 0.0
Guideline #17: Adhered High · Score: 12.8
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Image Gallery UI

10 Guidelines · Score: 72.8

Guideline #18: Adhered High · Score: 17.9
Guideline #19: Not Applicable · Score: 0.0
Guideline #20: Adhered High · Score: 17.9
Guideline #21: Adhered High · Score: 15.3
Guideline #22: Violated Low · Score: -6.4
Guideline #23: Issue Resolved · Score: 12.8
Guideline #24: Neutral · Score: 0.0
Guideline #25: Adhered High · Score: 7.7
Guideline #26: Not Applicable · Score: 0.0
Guideline #27: Adhered High · Score: 7.7
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Product Video & 360-View

4 Guidelines · Score: 19.2

Guideline #28: Adhered Low · Score: 6.4
Guideline #29: Adhered High · Score: 12.8
Guideline #30: Not Applicable · Score: 0.0
Guideline #31: Not Applicable · Score: 0.0
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The 'Buy' Section

11 Guidelines · Score: 34.5

Guideline #32: Adhered High · Score: 12.8
Guideline #33: Not Applicable · Score: 0.0
Guideline #34: Violated High · Score: -17.9
Guideline #35: Issue Resolved · Score: 12.8
Guideline #36: Violated High · Score: -12.8
Guideline #37: Adhered High · Score: 12.8
Guideline #38: Issue Resolved · Score: 12.8
Guideline #39: Issue Resolved · Score: 12.8
Guideline #40: Adhered Low · Score: 6.4
Guideline #41: Not Applicable · Score: 0.0
Guideline #42: Violated High · Score: -5.1
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Shipping, Returns, and Gifting

7 Guidelines · Score: 24.3

Guideline #43: Adhered Low · Score: 6.4
Guideline #44: Adhered High · Score: 12.8
Guideline #45: Adhered High · Score: 17.9
Guideline #46: Violated High · Score: -12.8
Guideline #47: Adhered High · Score: 7.7
Guideline #48: Violated High · Score: -7.7
Guideline #49: Not Applicable · Score: 0.0
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Product Variations

9 Guidelines · Score: 35.8

Guideline #50: Adhered High · Score: 17.9
Guideline #51: Violated High · Score: -12.8
Guideline #52: Adhered High · Score: 12.8
Guideline #53: Adhered High · Score: 12.8
Guideline #54: Not Applicable · Score: 0.0
Guideline #55: Not Applicable · Score: 0.0
Guideline #56: Adhered High · Score: 5.1
Guideline #57: Adhered High · Score: 5.1
Guideline #58: Violated High · Score: -5.1
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Product Descriptions

7 Guidelines · Score: 61.3

Guideline #59: Adhered High · Score: 17.9
Guideline #60: Adhered High · Score: 17.9
Guideline #61: Not Applicable · Score: 0.0
Guideline #62: Adhered High · Score: 12.8
Guideline #63: Not Applicable · Score: 0.0
Guideline #64: Adhered High · Score: 12.8
Guideline #65: Not Applicable · Score: 0.0
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Specifications Sheet

5 Guidelines · Score: 0.0

Guideline #66: Not Applicable · Score: 0.0
Guideline #67: Not Applicable · Score: 0.0
Guideline #68: Not Applicable · Score: 0.0
Guideline #69: Not Applicable · Score: 0.0
Guideline #70: Not Applicable · Score: 0.0
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User Reviews

13 Guidelines · Score: 43.5

Guideline #71: Adhered High · Score: 17.9
Guideline #72: Adhered High · Score: 17.9
Guideline #73: Adhered Low · Score: 10.2
Guideline #74: Adhered High · Score: 15.3
Guideline #75: Violated High · Score: -12.8
Guideline #76: Violated High · Score: -12.8
Guideline #77: Adhered High · Score: 12.8
Guideline #78: Violated High · Score: -12.8
Guideline #79: Violated High · Score: -12.8
Guideline #80: Violated High · Score: -12.8
Guideline #81: Adhered High · Score: 12.8
Guideline #82: Adhered High · Score: 7.7
Guideline #83: Adhered High · Score: 12.8
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Auxiliary Content

5 Guidelines · Score: -28.1

“Broken” Performance
Guideline #84: Not Applicable · Score: 0.0
Guideline #85: Violated High · Score: -15.3
Guideline #86: Violated High · Score: -12.8
Guideline #87: Not Applicable · Score: 0.0
Guideline #88: Not Applicable · Score: 0.0
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Cross-Sells & Cross-Navigation

10 Guidelines · Score: -2.6

“Broken” Performance
Guideline #89: Adhered High · Score: 12.8
Guideline #90: Violated High · Score: -17.9
Guideline #91: Violated High · Score: -12.8
Guideline #92: Adhered Low · Score: 6.4
Guideline #93: Violated Low · Score: -6.4
Guideline #94: Violated High · Score: -12.8
Guideline #95: Not Applicable · Score: 0.0
Guideline #96: Issue Resolved · Score: 15.3
Guideline #97: Adhered High · Score: 7.7
Guideline #98: Adhered High · Score: 5.1
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All 60 sites were benchmarked across the 98 guidelines from the Product Page usability study. During our evaluation, the product page implementation at GAP adhered to 48 usability guidelines, violated 21, and scored neutral on 1 occasion, while a remaining 28 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 GAP ranks 24 when comparing their product page design and UX performance against the 59 other major e-commerce sites in the benchmark, and ranks 7 in the Apparel & Accessories industry.

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