60 × E-Commerce UX Case Studies

A UX benchmark of 60 top e-commerce sites ranked by user experience performance

  • This benchmark database is based on usability reviews of 60 top e-commerce sites, each rated across 757 different e-commerce UX elements.
  • Click on a site in the graph or the list to see its in-depth case study and detailed UX performance.
  • In total the benchmark contains 42,840 UX performance ratings and 34,900+ best-practice implementation examples.
  • Tip: you can also navigate by page designs.
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Overall UX Performance: 734 guidelines · 44,040 ratings

Homepage & Category: 63 guidelines · 3,780 ratings

Homepage: 15 guidelines · 900 ratings

Category Taxonomy: 15 guidelines · 900 ratings

Main Navigation: 16 guidelines · 960 ratings

Intermediary Category Pages: 6 guidelines · 360 ratings

Site-Wide Layout: 11 guidelines · 660 ratings

On-Site Search: 50 guidelines · 3,000 ratings

Search Query Types: 12 guidelines · 720 ratings

Search Form & Logic: 10 guidelines · 600 ratings

Search Autocomplete: 8 guidelines · 480 ratings

Results Logic & Guidance: 8 guidelines · 480 ratings

Results Layout & Filtering: 12 guidelines · 720 ratings

Product Lists & Filtering: 96 guidelines · 5,760 ratings

List Layout: 7 guidelines · 420 ratings

Loading Products: 6 guidelines · 360 ratings

List Items: Product Info & Thumbnails: 16 guidelines · 960 ratings

List Items: Interface & Hit Areas: 11 guidelines · 660 ratings

List Items: Personalization: 5 guidelines · 300 ratings

Filtering: Available Filters: 10 guidelines · 600 ratings

Filtering: Scope & Logic: 14 guidelines · 840 ratings

Filtering: Interface & Layout: 11 guidelines · 660 ratings

Sorting: 11 guidelines · 660 ratings

Comparison Tool: 5 guidelines · 300 ratings

Product Page: 95 guidelines · 5,700 ratings

Product Page Layout: 8 guidelines · 480 ratings

Product Images: 9 guidelines · 540 ratings

Image Gallery UI: 10 guidelines · 600 ratings

Product Video & 360-View: 4 guidelines · 240 ratings

The 'Buy' Section: 9 guidelines · 540 ratings

Shipping, Returns, and Gifting: 7 guidelines · 420 ratings

Product Variations: 9 guidelines · 540 ratings

Product Descriptions: 7 guidelines · 420 ratings

Specifications Sheet: 5 guidelines · 300 ratings

User Reviews: 13 guidelines · 780 ratings

Auxiliary Content: 5 guidelines · 300 ratings

Cross-Sells & Cross-Navigation: 9 guidelines · 540 ratings

Cart & Checkout: 134 guidelines · 8,040 ratings

Shopping Cart & “Added to Cart” Behavior: 10 guidelines · 600 ratings

Account Selection & Creation: 9 guidelines · 540 ratings

Customer & Address Information: 12 guidelines · 720 ratings

Gifting Flow & Features: 5 guidelines · 300 ratings

Shipping & Store Pickup: 11 guidelines · 660 ratings

Payment Flow & Methods (Incl. Third-Party): 8 guidelines · 480 ratings

Credit Card Form: 10 guidelines · 600 ratings

Order Review: 5 guidelines · 300 ratings

Order Confirmation & E-Mail: 4 guidelines · 240 ratings

Form & Page Design: 10 guidelines · 600 ratings

User Interactions & Distractions: 10 guidelines · 600 ratings

Cross-Sells: 4 guidelines · 240 ratings

Validation Errors & Data Persistence: 10 guidelines · 600 ratings

Field Labels & Microcopy: 7 guidelines · 420 ratings

Field Design & Features: 8 guidelines · 480 ratings

Default Values & Autocompletion: 8 guidelines · 480 ratings

Accounts & Self-Service: 65 guidelines · 3,900 ratings

Account Drop-Down: 7 guidelines · 420 ratings

Account Dashboard: 6 guidelines · 360 ratings

Account Sign In: 6 guidelines · 360 ratings

'Your Account': Addresses, Payments, & Newsletters: 13 guidelines · 780 ratings

Orders & Order Tracking: 14 guidelines · 840 ratings

Order Returns: 11 guidelines · 660 ratings

Account-Wide Navigation, Structure, & Information: 8 guidelines · 480 ratings

Mobile E-Commerce: 144 guidelines · 8,640 ratings

Mobile Homepage, Navigation, & Search: 12 guidelines · 720 ratings

Mobile Product Lists: 15 guidelines · 900 ratings

Mobile Filtering & Sorting: 9 guidelines · 540 ratings

Mobile Product Page Layouts: 6 guidelines · 360 ratings

Mobile Product Descriptions, Specs, & Images: 13 guidelines · 780 ratings

Mobile Shopping Cart, Cost & Account: 10 guidelines · 600 ratings

Mobile Checkout Information: 15 guidelines · 900 ratings

Mobile Form Field Usability: 18 guidelines · 1,080 ratings

Touch Keyboards: 5 guidelines · 300 ratings

Mobile Validation Errors: 7 guidelines · 420 ratings

B&H Photo #1

Usability Score: 669

Pay special attention to their:

Cart & Checkout

Accounts & Self-Service

+ 41 more pages

Wayfair #2

Usability Score: 659

Pay special attention to their:

On-Site Search

Mobile E-Commerce

+ 40 more pages

Home Depot #3

Usability Score: 649

Pay special attention to their:

Cart & Checkout

Accounts & Self-Service

+ 39 more pages

L.L. Bean #4

Usability Score: 621

Pay special attention to their:

Homepage & Category

On-Site Search

+ 41 more pages

REI #5

Usability Score: 620

Pay special attention to their:

Cart & Checkout

On-Site Search

+ 37 more pages

Amazon #6

Usability Score: 612

Pay special attention to their:

On-Site Search

Cart & Checkout

+ 55 more pages

Build.com #7

Usability Score: 599

Pay special attention to their:

Homepage & Category

Mobile E-Commerce

+ 30 more pages

Nordstrom #8

Usability Score: 585

Pay special attention to their:

Homepage & Category

On-Site Search

+ 33 more pages

Sears #9

Usability Score: 551

Pay special attention to their:

Homepage & Category

Accounts & Self-Service

+ 47 more pages

Crutchfield #10

Usability Score: 546

Pay special attention to their:

Cart & Checkout

On-Site Search

+ 38 more pages

Walmart #11

Usability Score: 546

Pay special attention to their:

Cart & Checkout

Product Page

+ 43 more pages

Musician’s Friend #12

Usability Score: 541

Pay special attention to their:

Homepage & Category

On-Site Search

+ 35 more pages

ASOS #13

Usability Score: 529

Pay special attention to their:

Homepage & Category

On-Site Search

+ 26 more pages

Adidas #14

Usability Score: 517

Pay special attention to their:

Homepage & Category

On-Site Search

+ 14 more pages

Target #15

Usability Score: 517

Pay special attention to their:

Cart & Checkout

Product Page

+ 41 more pages

Apple #16

Usability Score: 515

Pay special attention to their:

Cart & Checkout

Homepage & Category

+ 26 more pages

J.C. Penney #17

Usability Score: 511

Pay special attention to their:

Homepage & Category

Accounts & Self-Service

+ 39 more pages

Macy’s #18

Usability Score: 500

Pay special attention to their:

Product Lists & Filtering

Mobile E-Commerce

+ 38 more pages

Walgreen Co. #19

Usability Score: 488

Pay special attention to their:

Homepage & Category

Mobile E-Commerce

+ 33 more pages

Best Buy #20

Usability Score: 483

Pay special attention to their:

Cart & Checkout

Mobile E-Commerce

+ 41 more pages

Office Depot #21

Usability Score: 468

Pay special attention to their:

Product Lists & Filtering

Accounts & Self-Service

+ 45 more pages

Neiman Marcus #22

Usability Score: 467

Pay special attention to their:

Product Lists & Filtering

On-Site Search

+ 14 more pages

Etsy #23

Usability Score: 458

Pay special attention to their:

Homepage & Category

Accounts & Self-Service

+ 36 more pages

Staples #24

Usability Score: 455

Pay special attention to their:

Homepage & Category

Product Page

+ 35 more pages

Sephora #25

Usability Score: 454

Pay special attention to their:

Homepage & Category

On-Site Search

+ 33 more pages

John Lewis #26

Usability Score: 454

Pay special attention to their:

Homepage & Category

On-Site Search

+ 29 more pages

Northern Tool #27

Usability Score: 454

Pay special attention to their:

Product Page

On-Site Search

+ 46 more pages

Toys'R'Us #28

Usability Score: 423

Pay special attention to their:

Product Lists & Filtering

Homepage & Category

+ 31 more pages

Victoria’s Secret #29

Usability Score: 414

Pay special attention to their:

Product Lists & Filtering

Mobile E-Commerce

+ 36 more pages

Tesco #30

Usability Score: 413

Pay special attention to their:

Homepage & Category

On-Site Search

+ 22 more pages

Lowe’s #31

Usability Score: 404

Pay special attention to their:

Homepage & Category

Accounts & Self-Service

+ 42 more pages

Cabela’s #32

Usability Score: 402

Pay special attention to their:

Homepage & Category

On-Site Search

+ 36 more pages

Crate & Barrel #33

Usability Score: 401

Pay special attention to their:

Cart & Checkout

On-Site Search

+ 40 more pages

Urban Outfitters #34

Usability Score: 397

Pay special attention to their:

Homepage & Category

On-Site Search

+ 36 more pages

Marks & Spencer #35

Usability Score: 395

Pay special attention to their:

Homepage & Category

Cart & Checkout

+ 25 more pages

Disney Store #36

Usability Score: 393

Pay special attention to their:

Homepage & Category

Accounts & Self-Service

+ 31 more pages

Newegg #37

Usability Score: 365

Pay special attention to their:

Cart & Checkout

Mobile E-Commerce

+ 38 more pages

American Eagle Outfitters #38

Usability Score: 355

Pay special attention to their:

Cart & Checkout

Accounts & Self-Service

+ 30 more pages

Nike #39

Usability Score: 353

Pay special attention to their:

Homepage & Category

Accounts & Self-Service

+ 38 more pages

Grainger #40

Usability Score: 351

Pay special attention to their:

On-Site Search

Product Page

+ 43 more pages

Hayneedle #41

Usability Score: 343

Pay special attention to their:

Homepage & Category

Mobile E-Commerce

+ 42 more pages

Foot Locker #42

Usability Score: 337

Pay special attention to their:

Cart & Checkout

On-Site Search

+ 29 more pages

Debenhams #43

Usability Score: 330

Pay special attention to their:

Homepage & Category

On-Site Search

+ 20 more pages

Overstock #44

Usability Score: 328

Pay special attention to their:

On-Site Search

Mobile E-Commerce

+ 33 more pages

H&M #45

Usability Score: 327

Pay special attention to their:

Cart & Checkout

Accounts & Self-Service

+ 24 more pages

IKEA #46

Usability Score: 326

Pay special attention to their:

Homepage & Category

Product Page

+ 14 more pages

Zalando #47

Usability Score: 326

Pay special attention to their:

Product Lists & Filtering

On-Site Search

+ 20 more pages

GAP #48

Usability Score: 325

Pay special attention to their:

Homepage & Category

Accounts & Self-Service

+ 39 more pages

Gilt #49

Usability Score: 321

Pay special attention to their:

Homepage & Category

Mobile E-Commerce

+ 39 more pages

Kohl’s #50

Usability Score: 317

Pay special attention to their:

Cart & Checkout

Product Page

+ 36 more pages

HP #51

Usability Score: 290

Pay special attention to their:

Cart & Checkout

Mobile E-Commerce

+ 39 more pages

Ann Taylor #52

Usability Score: 267

Pay special attention to their:

Homepage & Category

On-Site Search

+ 38 more pages

Microsoft #53

Usability Score: 264

Pay special attention to their:

Homepage & Category

On-Site Search

+ 29 more pages

Williams-Sonoma #54

Usability Score: 248

Pay special attention to their:

Homepage & Category

Product Lists & Filtering

+ 40 more pages

Bass Pro Shops #55

Usability Score: 227

Pay special attention to their:

Homepage & Category

On-Site Search

+ 31 more pages

Dell #56

Usability Score: 225

Pay special attention to their:

Cart & Checkout

Accounts & Self-Service

+ 44 more pages

TigerDirect #57

Usability Score: 221

Pay special attention to their:

Homepage & Category

Product Lists & Filtering

+ 32 more pages

Rakuten #58

Usability Score: 202

Pay special attention to their:

Homepage & Category

Mobile E-Commerce

+ 39 more pages

Argos #59

Usability Score: 185

Pay special attention to their:

Homepage & Category

Cart & Checkout

+ 27 more pages

Costco #60

Usability Score: 169

Pay special attention to their:

Homepage & Category

Cart & Checkout

+ 45 more pages

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