SHULER SHOES' UX Performance Snapshot

We took a quick look at SCHULER SHOES' online shopping experience

From product discovery to checkout, a few things stood out that may be worth exploring further.

The observations below are based on Baymard's ecommerce UX research and footwear industry benchmarks.

“Having Baymard is like having access to a magical UX super power. I can't believe how helpful and easy to use it is, given the vast array of tools and information they provide!”

Ariana Biedebach Manager, UX Research at Levi Strauss & Co.

PLPs - Always Provide Highly Relevant Alternative Queries on the Results Page #358

Shoppers don’t always use your site’s terminology, and synonyms alone may not cover approximate terms or related concepts. Without relevant suggestions, they may assume you don’t stock what they need and leave.

Always suggest highly relevant alternative searches, expanding to broader, related options when results are limited or poor, to help shoppers find suitable products.

PLPs - Always Include the User Ratings Average in List Items And Search Results #228

When ratings are missing from product lists and search results, shoppers must visit individual product pages to see what others think. This extra effort can lead them to dismiss suitable products or leave to seek opinions elsewhere.

Display user ratings alongside each product in lists and search results, show the average numerically, and clearly indicate when a product has no ratings.

Filtering - If Providing Sidebar Filtering, Position the "Size” Filter near the Top and Expand It by Default #245

During testing, 39% of participants spent significant time browsing clothing, only to discover on the product page that their size was unavailable.

Help shoppers avoid wasted effort and focus on products available in their size by placing the “Size” filter at or near the top of the filtering sidebar and expanding it by default.

“Intelligent, consumer-focused insights that are clear and actionable. The team in the room really loved the way the Baymard Institute highlighted the optimizations in the various user experience elements (copy, layout, design, calls-to-action…), from the perspective of consumer struggles. Baymard’s Usability research really complements our other existing research tools.”

Will Close Director of A/B Testing at Nike.com

Review Tool - Measure and Benchmark Your UX Performance

Systematically evaluate your site's user experience and see how you stack up against competitors and industry leaders.

Identify your UX strengths and opportunities, prioritize improvements, and track progress with comprehensive performance benchmarking,

Checkout usability improvements examples

How leading footwear ecommerce teams approach these challenges

High-performing ecommerce teams typically combine multiple sources of insight when improving customer experiences:

UX research
Industry benchmarking
Competitive analysis
Design pattern libraries
Team training and enablement
Expert guidance when needed

The goal is not simply identifying issues, but building confidence in which improvements will have the greatest impact.

Find the UX issues costing your team conversions

The opportunity is bigger than these three findings.

Speak to a Baymard expert to uncover where friction is limiting product discovery, weakening purchase confidence, and slowing shoppers down before checkout. We’ll show how Baymard’s research and benchmarks help your team prioritize the improvements with the greatest commercial impact.

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