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H&M’s Product Page UX

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

Some of H&M's biggest product page usability issues are due to mediocre Auxiliary Content, poor Specifications Sheet, and poor User Reviews. That said, their product page experience performs well within Image Gallery UI.

Rank: #44 of 60

Usability Score: 199

URL: www2.hm.com/en_gb

Reviewer: Lauryn Smith

Poor
Acceptable
Good

Overall Product Page UX Performance

98 Guidelines · Score: 199

Product Page Layout

8 Guidelines · Score: 23.0

Guideline #1: Not Applicable · Score: 0.0
Guideline #2: Violated High · Score: -17.9
Guideline #3: Not Applicable · Score: 0.0
Guideline #4: Not Applicable · Score: 0.0
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: 24.3

Guideline #9: Adhered Low · Score: 10.2
Guideline #10: Adhered High · Score: 17.9
Guideline #11: Adhered Low · Score: 8.9
Guideline #12: Violated High · Score: -12.8
Guideline #13: Not Applicable · Score: 0.0
Guideline #14: Adhered High · Score: 12.8
Guideline #15: Not Applicable · Score: 0.0
Guideline #16: Not Applicable · Score: 0.0
Guideline #17: Violated High · Score: -12.8
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Image Gallery UI

10 Guidelines · Score: 88.2

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: Adhered High · Score: 12.8
Guideline #23: Issue Resolved · Score: 12.8
Guideline #24: Neutral · Score: 0.0
Guideline #25: Adhered Low · Score: 3.8
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: 40.9

Guideline #32: Adhered High · Score: 12.8
Guideline #33: Violated High · Score: -17.9
Guideline #34: Issue Resolved · Score: 17.9
Guideline #35: Adhered High · Score: 12.8
Guideline #36: Violated High · Score: -12.8
Guideline #37: Adhered High · Score: 12.8
Guideline #38: Adhered High · Score: 12.8
Guideline #39: Violated High · Score: -12.8
Guideline #40: Issue Resolved · Score: 12.8
Guideline #41: Not Applicable · Score: 0.0
Guideline #42: Adhered Low · Score: 2.6
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Shipping, Returns, and Gifting

7 Guidelines · Score: -51.1

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

9 Guidelines · Score: 16.6

Guideline #50: Adhered High · Score: 17.9
Guideline #51: Violated High · Score: -12.8
Guideline #52: Adhered High · Score: 12.8
Guideline #53: Violated Low · Score: -6.4
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: 40.9

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: Not Applicable · Score: 0.0
Guideline #64: Adhered High · Score: 12.8
Guideline #65: Adhered Low · Score: 6.4
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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: 44.7

Guideline #89: Adhered High · Score: 12.8
Guideline #90: Adhered High · Score: 17.9
Guideline #91: Violated High · Score: -12.8
Guideline #92: Adhered High · Score: 12.8
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 H&M adhered to 36 usability guidelines, violated 19, and scored neutral on 1 occasion, 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 H&M ranks 44 when comparing their product page design and UX performance against the 59 other major e-commerce sites in the benchmark, and ranks 10 in the Apparel & Accessories industry.

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