Benchmark Overview

American Girl’s E-Commerce UX

This is a case study of American Girl’s e-commerce user experience (UX) performance. It’s based on a full-performance review of more than 550 design elements. 59 other sites have also been benchmarked for a complete picture of the e-commerce UX landscape

American Girl’s Cart & Checkout performance is poor. Some of American Girl’s biggest checkout usability issues are due to poor Layout, broken Data Input, and broken Copywriting. That said, their checkout performs well within Navigation.

Poor
Acceptable
Good

Cart & Checkout: 63 guidelines · Score: 220.9

Data Input: 15 guidelines · Score: 0.0

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Guideline #1 Adhered Low · Score: 29.9

Guideline #2 Violated Low · Score: -22.5

Guideline #3 Violated Low · Score: -22.5

Guideline #4 Adhered High · Score: 44.9

Guideline #5 Violated Low · Score: -15.0

Guideline #6 Violated High · Score: -29.9

Guideline #7 Violated High · Score: -15.0

Guideline #8 Issue Resolved · Score: 22.5

Guideline #9 Violated High · Score: -22.5

Guideline #10 Issue Resolved · Score: 22.5

Guideline #11 Violated High · Score: -15.0

Guideline #12 Adhered High · Score: 15.0

Guideline #13 Not Applicable · Score: 0.0

Guideline #14 Issue Resolved · Score: 15.0

Guideline #15 Violated Low · Score: -7.5

Copywriting: 8 guidelines · Score: -101.1

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Guideline #16 Violated High · Score: -59.9

Guideline #17 Violated High · Score: -44.9

Guideline #18 Issue Resolved · Score: 44.9

Guideline #19 Adhered High · Score: 37.4

Guideline #20 Violated Low · Score: -18.7

Guideline #21 Violated High · Score: -29.9

Guideline #22 Violated High · Score: -15.0

Guideline #23 Violated High · Score: -15.0

Layout: 15 guidelines · Score: 26.2

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Guideline #24 Adhered Low · Score: 26.2

Guideline #25 Adhered Low · Score: 26.2

Guideline #26 Neutral · Score: 0.0

Guideline #27 Neutral · Score: 0.0

Guideline #29 Violated High · Score: -37.4

Guideline #30 Issue Resolved · Score: 37.4

Guideline #31 Violated High · Score: -44.9

Guideline #32 Violated Low · Score: -11.2

Guideline #33 Adhered High · Score: 22.5

Guideline #34 Violated High · Score: -22.5

Guideline #35 Violated High · Score: -22.5

Guideline #36 Adhered Low · Score: 7.5

Guideline #37 Adhered High · Score: 15.0

Guideline #38 Adhered High · Score: 15.0

Guideline #39 Adhered High · Score: 15.0

Navigation: 8 guidelines · Score: 112.3

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Guideline #40 Adhered High · Score: 44.9

Guideline #41 Adhered High · Score: 44.9

Guideline #42 Violated High · Score: -44.9

Guideline #43 Adhered High · Score: 37.4

Guideline #44 Adhered Low · Score: 15.0

Guideline #45 Adhered High · Score: 29.9

Guideline #46 Violated High · Score: -22.5

Guideline #47 Adhered Low · Score: 7.5

Flow: 7 guidelines · Score: 93.6

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Guideline #48 Adhered High · Score: 52.4

Guideline #49 Neutral · Score: 0.0

Guideline #50 Adhered High · Score: 52.4

Guideline #51 Adhered Low · Score: 18.7

Guideline #52 Violated High · Score: -29.9

Guideline #53 Violated High · Score: -29.9

Guideline #54 Issue Resolved · Score: 29.9

Focus: 10 guidelines · Score: 89.8

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Guideline #55 Adhered High · Score: 59.9

Guideline #56 Violated High · Score: -59.9

Guideline #57 Adhered High · Score: 37.4

Guideline #58 Not Applicable · Score: 0.0

Guideline #59 Violated High · Score: -37.4

Guideline #60 Issue Resolved · Score: 37.4

Guideline #61 Issue Resolved · Score: 37.4

Guideline #62 Adhered High · Score: 29.9

Guideline #63 Not Applicable · Score: 0.0

Guideline #64 Violated High · Score: -15.0

All 60 sites were benchmarked across the 610 guidelines. During our evaluation, American Girl’s e-commerce site adhered to 342 usability guidelines, violated 213, and scored neutral on 87 occasions, while a remaining 34 guidelines weren’t applicable.

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

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