Note: You have full access to this benchmark database in your Baymard Pro account.

Debenhams' Product Page UX

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

Some of Debenhams' biggest product page usability issues are due to mediocre Product Descriptions, mediocre Product Video & 360-View, and poor Cross-Sells & Cross-Navigation.

Rank: #57 of 60

Usability Score: 125

URL: debenhams.com

Reviewer: Edward Scott

Poor
Acceptable
Good

Overall Product Page UX Performance

98 Guidelines · Score: 125

Product Page Layout

8 Guidelines · Score: 31.9

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 Low · Score: 7.7
Guideline #7: Adhered High · Score: 12.8
Guideline #8: Violated Low · Score: -6.4
Guideline content only available in Baymard Pro – Get Full Access

Product Images

9 Guidelines · Score: 69.0

Guideline #9: Adhered High · Score: 20.4
Guideline #10: Adhered High · Score: 17.9
Guideline #11: Adhered High · Score: 17.9
Guideline #12: Violated 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
Guideline content only available in Baymard Pro – Get Full Access

Image Gallery UI

10 Guidelines · Score: 43.5

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: Violated High · 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
Guideline content only available in Baymard Pro – Get Full Access

Product Video & 360-View

4 Guidelines · Score: 1.3

Guideline #28: Adhered High · Score: 12.8
Guideline #29: Violated Low · Score: -6.4
Guideline #30: Violated Low · Score: -5.1
Guideline #31: Not Applicable · Score: 0.0
Guideline content only available in Baymard Pro – Get Full Access

The 'Buy' Section

11 Guidelines · Score: -52.4

“Broken” Performance
Guideline #32: Violated High · Score: -12.8
Guideline #33: Violated High · Score: -17.9
Guideline #34: Not Applicable · Score: 0.0
Guideline #35: Violated High · Score: -12.8
Guideline #36: Violated High · Score: -12.8
Guideline #37: Violated Low · Score: -6.4
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: Violated Low · Score: -2.6
Guideline content only available in Baymard Pro – Get Full Access

Shipping, Returns, and Gifting

7 Guidelines · Score: 16.6

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: Not Applicable · Score: 0.0
Guideline #48: Violated High · Score: -7.7
Guideline #49: Not Applicable · Score: 0.0
Guideline content only available in Baymard Pro – Get Full Access

Product Variations

9 Guidelines · Score: 43.5

Guideline #50: Violated 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: Adhered High · Score: 7.7
Guideline #55: Not Applicable · Score: 0.0
Guideline #56: Adhered High · Score: 5.1
Guideline #57: Adhered High · Score: 5.1
Guideline #58: Adhered High · Score: 5.1
Guideline content only available in Baymard Pro – Get Full Access

Product Descriptions

7 Guidelines · Score: 34.5

Guideline #59: Violated Low · Score: -8.9
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
Guideline content only available in Baymard Pro – Get Full Access

Specifications Sheet

5 Guidelines · Score: -25.6

“Broken” Performance
Guideline #66: Not Applicable · Score: 0.0
Guideline #67: Violated High · Score: -12.8
Guideline #68: Violated High · Score: -12.8
Guideline #69: Not Applicable · Score: 0.0
Guideline #70: Not Applicable · Score: 0.0
Guideline content only available in Baymard Pro – Get Full Access

User Reviews

13 Guidelines · Score: -40.9

“Broken” Performance
Guideline #71: Adhered High · Score: 17.9
Guideline #72: Adhered High · Score: 17.9
Guideline #73: Violated High · Score: -20.4
Guideline #74: Not Applicable · Score: 0.0
Guideline #75: Violated Low · Score: -6.4
Guideline #76: Violated High · Score: -12.8
Guideline #77: Violated Low · Score: -6.4
Guideline #78: Violated High · Score: -12.8
Guideline #79: Violated High · Score: -12.8
Guideline #80: Violated High · Score: -12.8
Guideline #81: Violated High · Score: -12.8
Guideline #82: Adhered High · Score: 7.7
Guideline #83: Adhered High · Score: 12.8
Guideline content only available in Baymard Pro – Get Full Access

Auxiliary Content

5 Guidelines · Score: -15.3

Guideline #84: Violated High · Score: -17.9
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
Guideline content only available in Baymard Pro – Get Full Access

Cross-Sells & Cross-Navigation

10 Guidelines · Score: 19.2

Guideline #89: Violated Low · Score: -6.4
Guideline #90: Violated Low · Score: -8.9
Guideline #91: Neutral · Score: 0.0
Guideline #92: Adhered High · Score: 12.8
Guideline #93: Adhered Low · Score: 6.4
Guideline #94: Violated High · Score: -12.8
Guideline #95: Neutral · Score: 0.0
Guideline #96: Issue Resolved · Score: 15.3
Guideline #97: Adhered High · Score: 7.7
Guideline #98: Adhered High · Score: 5.1
Guideline content only available in Baymard Pro – Get Full Access

All 60 sites were benchmarked across the 98 guidelines from the Product Page usability study. During our evaluation, the product page implementation at Debenhams adhered to 41 usability guidelines, violated 33, and scored neutral on 2 occasions, while a remaining 22 guidelines weren’t applicable.

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

To read each guideline and review your own sites, you’ll need to get full access.

Industry Comparison: Mass Merchant

Overall Debenhams ranks 57 when comparing their product page design and UX performance against the 59 other major e-commerce sites in the benchmark, and ranks 16 in the Mass Merchant industry.

Poor
Acceptable
Good

5. Sears

6. Etsy

7. Costco

8. Amazon

9. Tesco

10. Argos

11. Overstock

12. Macy's

13. Walmart

14. Kohl's

15. Target

16. Debenhams

17. Rakuten

Close overlay