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Gilt’s Product Page UX

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

Notably, Gilt's product page performance is hampered by mediocre Auxiliary Content and poor Specifications Sheet, although this is helped somewhat by state of the art Product Variations and Product Page Layout.

Rank: #16 of 60

Usability Score: 414

URL: gilt.com

Reviewer: Lauryn Smith

Poor
Acceptable
Good

Overall Product Page UX Performance

98 Guidelines · Score: 414

Product Page Layout

8 Guidelines · Score: 58.8

“State of the Art” Performance
Guideline #1: Not Applicable · Score: 0.0
Guideline #2: Not Applicable · Score: 0.0
Guideline #3: Not Applicable · Score: 0.0
Guideline #4: Adhered High · Score: 17.9
Guideline #5: Not Applicable · Score: 0.0
Guideline #6: Adhered 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: 85.6

Guideline #9: Adhered High · Score: 20.4
Guideline #10: Adhered High · Score: 17.9
Guideline #11: Adhered Low · Score: 8.9
Guideline #12: Adhered High · Score: 12.8
Guideline #13: Adhered High · Score: 12.8
Guideline #14: Adhered High · Score: 12.8
Guideline #15: Not Applicable · Score: 0.0
Guideline #16: Issue Resolved · Score: 12.8
Guideline #17: Violated High · Score: -12.8
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Image Gallery UI

10 Guidelines · Score: 69.0

Guideline #18: Adhered High · Score: 17.9
Guideline #19: Not Applicable · Score: 0.0
Guideline #20: Violated High · Score: -17.9
Guideline #21: Adhered High · Score: 15.3
Guideline #22: Adhered High · Score: 12.8
Guideline #23: Issue Resolved · Score: 12.8
Guideline #24: Adhered High · Score: 12.8
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: -12.8

Guideline #28: Violated High · Score: -12.8
Guideline #29: Not Applicable · Score: 0.0
Guideline #30: Not Applicable · Score: 0.0
Guideline #31: Not Applicable · Score: 0.0
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The 'Buy' Section

11 Guidelines · Score: 81.8

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

7 Guidelines · Score: 12.8

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

9 Guidelines · Score: 71.6

“State of the Art” Performance
Guideline #50: Adhered High · Score: 17.9
Guideline #51: Adhered 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: Issue Resolved · Score: 5.1
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Product Descriptions

7 Guidelines · Score: 47.3

Guideline #59: Adhered High · Score: 17.9
Guideline #60: Violated Low · Score: -8.9
Guideline #61: Not Applicable · Score: 0.0
Guideline #62: Adhered High · Score: 12.8
Guideline #63: Adhered High · Score: 12.8
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: -17.9

Guideline #71: Violated High · Score: -17.9
Guideline #72: Not Applicable · Score: 0.0
Guideline #73: Not Applicable · Score: 0.0
Guideline #74: Not Applicable · Score: 0.0
Guideline #75: Not Applicable · Score: 0.0
Guideline #76: Not Applicable · Score: 0.0
Guideline #77: Not Applicable · Score: 0.0
Guideline #78: Not Applicable · Score: 0.0
Guideline #79: Not Applicable · Score: 0.0
Guideline #80: Not Applicable · Score: 0.0
Guideline #81: Not Applicable · Score: 0.0
Guideline #82: Not Applicable · Score: 0.0
Guideline #83: Not Applicable · Score: 0.0
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Auxiliary Content

5 Guidelines · Score: 2.6

Guideline #84: Not Applicable · Score: 0.0
Guideline #85: Adhered 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: 15.3

“Broken” Performance
Guideline #89: Adhered High · Score: 12.8
Guideline #90: Violated High · Score: -17.9
Guideline #91: Neutral · Score: 0.0
Guideline #92: Adhered Low · Score: 6.4
Guideline #93: Adhered 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: Not Applicable · Score: 0.0
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 Gilt adhered to 44 usability guidelines, violated 9, and scored neutral on 3 occasions, while a remaining 42 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 Gilt ranks 16 when comparing their product page design and UX performance against the 59 other major e-commerce sites in the benchmark, and ranks 4 in the Apparel & Accessories industry.

Poor
Acceptable
Good
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