Apparel Ecommerce UX Research
What are the top 40 UX improvements for your Apparel site? How does your UX performance compare to Nike, GAP, H&M, Urban Outfitters, Zalando, or Foot Locker?
Empower your digital team with instant access to apparel-specific UX insights. Improve ROI on your UX projects and increase confidence in UX decisions, with access to 150,000+ hours of UX research that covers every question and UI Component for your apparel ecommerce site.
At Baymard Institute, we have a whole research topic devoted to online shopping UX and usability, specifically for "Apparel", "Footwear", and "Jewelry" ecommerce sites.
Our research includes large-scale usability testing of more than 30 apparel and accessories sites such as Adidas, Allbirds, Zalando, and more (see all apparel sites tested and benchmarked).
Baymard’s UX research is used by 29,000+ UX professionals in organizations like:
“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!”
Leverage Large-Scale Research for Better Decision-Making
Empower your team with a vast library of large-scale research insights to inform and support your design decisions, advance your projects, and transform opinion-based discussions into evidence-driven outcomes.
Apparel & Accessories
The findings from Baymard’s large-scale testing of Apparel & Accessories sites provide you with 500+ UX guidelines, along with 13,000+ UX performance scores and 12,000+ best practice examples from Apparel, Footwear, and Accessory sites.
The UX research covers the entire online shopping experience, including:
- How to best convey ‘fit’ and ‘feel’ to users, incl. international size guides
- Product visuals, image size and interactions, color variations, etc.
- Cross-sells, incl. ‘Goes well together’, ‘buy the outfit’ etc.
- The returns process, both the pre- and post-purchase UX related to returns.
adidas, Allbirds, American Apparel, ASOS, Anine Bing, American Eagle Outfitters, Banana Republic, Breuninger.de, Boozt, Cole Haan, Daniel Wellington, Dicks Sporting Goods, Ellos.se, Etsy, Everlane, Foot Locker, GAP, Gucci, Gilt, Herschel, Jimmy Choo, LaRedoute.fr, Levi’s, Macy’s, Neiman Marcus, Nordstrom, Old Navy, Patagonia, REI, Francesca’s, Rent the Runway, Reserved.pl, Sports Direct, Thousand Fell, Under Armour, Urban Outfitters, Victoria’s Secret, DSW, Hush Puppies, Pandora, UNIQLO, Madewell, Nicce, Ted Baker, All Saints, Catbird, and Zappos.
How Does Your UX Performance Stack Up to Zalando, Levi’s, Nike and Your Direct Competitors?
Baymard has benchmarked the online shopping experience of 32 leading US and European apparel sites across 500+ UX guidelines for Apparel & Accessories.
With an Apparel UX Audit Baymard will perform a confidential UX benchmark of your site across the same parameters. This enables your organization to compare your site’s UX performance to leading apparel brands and competitors. Along with documenting if and how your site’s UX falls behind the competition or falls short of users' expectations.
Apparel Test Methodology
This UX research on Apparel ecommerce UX is part of Baymard Institute’s full 150,000+ hours of large-scale research catalog, which is based on:
Usability Testing
25 rounds of qualitative usability testing with 4,400+ test participant/site sessions following the "Think Aloud" protocol, mainly as in-person 1:1 moderated lab usability testing. This includes testing sites such as Adidas, Allbirds, American Apparel, ASOS, Appalachian Mountain Company, All About Dance, American Eagle Outfitters, All Saints, Banana Republic, Boozt, Bonprix, Boohoo, Blue Nile, Catbird, Cole Haan, Columbia Sportswear, Coastal.com, Daniel Wellington, DSW, Esprit, Express, eBags, Farer, Foot Locker, Francesca’s, GAP, Gerry Weber, Gilt, Go Outdoors, Greats, Herschel, H&M, Hush Puppies, Levi’s, Milo, Miinto, mvmt, Madewell, Neiman Marcus, Next, Nike, Nicce, Old Navy, Oakley, Patagonia, Puma, Pandora, REI, Shop Bop, Sahalie, Ted Baker, Thousand Fell, Under Armour, Urban Outfitters, UNIQLO, Zalando, and Zappos.
Manual Benchmarking
Benchmarking of 32 apparel and accessories sites across the 500+ Apparel & Accessories guidelines resulting in 13,000+ UX performance scores and 12,000+ best practice examples from sites like: L.L.Bean, Macy’s, Adidas, E. Breuninger, Away, J.C. Penney, Nordstrom, Zalando, Everlane, Nike, Victoria’s Secret, Marks & Spencer, Ellos, Foot Locker, Anine Bing, Neiman Marcus, Dick’s Sporting Goods, reserved, GAP, Urban Outfitters, REI, Rent the Runway, Sports Direct, Ann Taylor, H&M, La Redoute, lululemon UK, Gilt, Debenhams, American Eagle, and ASOS.
In-Lab Eye-Tracking Testing
Eye-tracking was also used for select testing. The eye-tracking test study included 32 participants using a Tobii eye-tracker, with a moderator present in the lab during the test sessions (for task and technical questions only).
Quantitative studies
12 studies with a total of 20,240 participants
Baymard’s research methodology is described in detail here.
What Our Clients Say
Baymard’s research is used by 29,000+ brands, agencies, researchers, and UX designers, across 80+ countries, and includes 71% of all Fortune 500 ecommerce companies.
“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!”
“This was indeed very helpful guidance and a very well-documented roadmap for us to fix, validate, organize, collectively understand and continually improve our ecommerce foundation.”
“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.”