Benchmark Overview

ASOS’s E-Commerce UX

This is a case study of ASOS’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

ASOS’s overall e-commerce UX performance is acceptable. Notably, ASOS has a good Homepage & Category UX performance.

ASOS’s Homepage & Category performance is good. It is especially a good Main Navigation, Category Taxonomy, and Homepage that helps ASOS’s category UX.

ASOS’s On-Site Search performance is mediocre. Notably, ASOS’s on-site search performance is hampered by broken Results Logic & Guidance, although this is helped somewhat by good Search Query Types.

ASOS’s Product Lists & Filtering performance is decent. For instance, ASOS’s product listings have state of the art List Layout and Loading Products yet suffer from mediocre Filtering: Available Filters and List Items: Personalization.

ASOS’s Product Page performance is acceptable. For instance, ASOS’s product page experience has state of the art Product Page Layout and good Product Video & 360-View yet suffers from mediocre Auxiliary Content and Product Variations.

ASOS’s Cart & Checkout performance is mediocre. Notably, ASOS’s checkout performance is hampered by mediocre Gifting Flow & Features and Validation Errors & Data Persistence, although this is helped somewhat by state of the art Form & Page Design and Shipping & Store Pickup.

ASOS’s Accounts & Self-Service performance is acceptable. Notably, ASOS’s account performance is hampered by mediocre Account Sign In and poor Orders & Order Tracking, although this is helped somewhat by state of the art Account-Wide Navigation, Structure, & Information and good Account Dashboard.

Rank: 13 of 60

Usability Score: 529

URL: ASOS.co.uk


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Poor
Acceptable
Good

ASOS's E-Commerce UX: 503 guidelines · Comparative score: 528.6

Homepage & Category: 63 guidelines · Score: 978.8

Homepage: 15 guidelines · Score: 186.8

These 15 ‘Homepage’ guidelines are only available in Baymard Premium — they are based on our large-scale Homepage & Category UX research study, and outline the 15 elements necessary to create a high-performing ‘Homepage’ implementation.

Premium also shows you why ASOS and 59 other top e-commerce sites perform as they do, and allow you to self-audit your own sites to see how your UX performance stacks up against theirs — learn more.

Guideline #237 Adhered High · Score: 33.1

Guideline #240 Adhered Low · Score: 11.8

Guideline #242 Issue Resolved · Score: 23.6

Guideline #248 Adhered Low · Score: 11.8

Guideline #235 Adhered High · Score: 14.2

Guideline #238 Adhered High · Score: 23.6

Guideline #236 Not Applicable · Score: 0.0

Guideline #246 Not Applicable · Score: 0.0

Guideline #249 Adhered High · Score: 14.2

Guideline #245 Adhered High · Score: 23.6

Guideline #241 Adhered Low · Score: 7.1

Guideline #247 Not Applicable · Score: 0.0

Guideline #239 Not Applicable · Score: 0.0

Guideline #264 Adhered High · Score: 9.5

Guideline #257 Adhered High · Score: 14.2

Category Taxonomy: 15 guidelines · Score: 290.8

These 15 ‘Category Taxonomy’ guidelines are only available in Baymard Premium — they are based on our large-scale Homepage & Category UX research study, and outline the 15 elements necessary to create a high-performing ‘Category Taxonomy’ implementation.

Premium also shows you why ASOS and 59 other top e-commerce sites perform as they do, and allow you to self-audit your own sites to see how your UX performance stacks up against theirs — learn more.

Guideline #253 Adhered High · Score: 33.1

Guideline #261 Adhered High · Score: 23.6

Guideline #263 Adhered High · Score: 33.1

Guideline #266 Adhered High · Score: 23.6

Guideline #267 Not Applicable · Score: 0.0

Guideline #268 Adhered High · Score: 28.4

Guideline #259 Issue Resolved · Score: 37.8

Guideline #282 Adhered High · Score: 23.6

Guideline #286 Adhered High · Score: 23.6

Guideline #274 Not Applicable · Score: 0.0

Guideline #251 Adhered Low · Score: 11.8

Guideline #278 Adhered High · Score: 18.9

Guideline #277 Issue Resolved · Score: 18.9

Guideline #318 Issue Resolved · Score: 14.2

Guideline #1008 Not Applicable · Score: 0.0

Main Navigation: 16 guidelines · Score: 281.3

These 16 ‘Main Navigation’ guidelines are only available in Baymard Premium — they are based on our large-scale Homepage & Category UX research study, and outline the 16 elements necessary to create a high-performing ‘Main Navigation’ implementation.

Premium also shows you why ASOS and 59 other top e-commerce sites perform as they do, and allow you to self-audit your own sites to see how your UX performance stacks up against theirs — learn more.

Guideline #287 Adhered High · Score: 33.1

Guideline #294 Adhered High · Score: 37.8

Guideline #302 Adhered High · Score: 33.1

Guideline #289 Adhered High · Score: 23.6

Guideline #288 Violated Low · Score: -14.2

Guideline #303 Adhered High · Score: 28.4

Guideline #298 Issue Resolved · Score: 28.4

Guideline #291 Violated Low · Score: -11.8

Guideline #297 Not Applicable · Score: 0.0

Guideline #256 Issue Resolved · Score: 23.6

Guideline #304 Adhered High · Score: 23.6

Guideline #305 Adhered High · Score: 18.9

Guideline #296 Issue Resolved · Score: 18.9

Guideline #299 Issue Resolved · Score: 14.2

Guideline #306 Issue Resolved · Score: 14.2

Guideline #300 Adhered High · Score: 9.5

Intermediary Category Pages: 6 guidelines · Score: 101.7

These 6 ‘Intermediary Category Pages’ guidelines are only available in Baymard Premium — they are based on our large-scale Homepage & Category UX research study, and outline the 6 elements necessary to create a high-performing ‘Intermediary Category Pages’ implementation.

Premium also shows you why ASOS and 59 other top e-commerce sites perform as they do, and allow you to self-audit your own sites to see how your UX performance stacks up against theirs — learn more.

Guideline #307 Neutral · Score: 0.0

Guideline #309 Adhered Low · Score: 16.5

Guideline #308 Issue Resolved · Score: 23.6

Guideline #311 Adhered High · Score: 23.6

Guideline #312 Issue Resolved · Score: 23.6

Guideline #310 Adhered High · Score: 14.2

Site-Wide Layout: 11 guidelines · Score: 118.2

These 11 ‘Site-Wide Layout’ guidelines are only available in Baymard Premium — they are based on our large-scale Homepage & Category UX research study, and outline the 11 elements necessary to create a high-performing ‘Site-Wide Layout’ implementation.

Premium also shows you why ASOS and 59 other top e-commerce sites perform as they do, and allow you to self-audit your own sites to see how your UX performance stacks up against theirs — learn more.

Guideline #279 Adhered High · Score: 23.6

Guideline #258 Issue Resolved · Score: 37.8

Guideline #252 Adhered High · Score: 23.6

Guideline #250 Adhered High · Score: 18.9

Guideline #293 Violated High · Score: -18.9

Guideline #290 Adhered High · Score: 14.2

Guideline #284 Issue Resolved · Score: 14.2

Guideline #260 Adhered High · Score: 14.2

Guideline #255 Violated High · Score: -9.5

Guideline #273 Not Applicable · Score: 0.0

Guideline #940 Not Applicable · Score: 0.0

On-Site Search: 50 guidelines · Score: 345.0

Search Query Types: 12 guidelines · Score: 170.8

These 12 ‘Search Query Types’ guidelines are only available in Baymard Premium — they are based on our large-scale On-Site Search UX research study, and outline the 12 elements necessary to create a high-performing ‘Search Query Types’ implementation.

Premium also shows you why ASOS and 59 other top e-commerce sites perform as they do, and allow you to self-audit your own sites to see how your UX performance stacks up against theirs — learn more.

Guideline #333 Adhered High · Score: 53.6

Guideline #334 Adhered High · Score: 53.6

Guideline #340 Adhered High · Score: 33.5

Guideline #335 Violated Low · Score: -16.7

Guideline #337 Not Applicable · Score: 0.0

Guideline #341 Not Applicable · Score: 0.0

Guideline #344 Adhered High · Score: 46.9

Guideline #399 Violated High · Score: -33.5

Guideline #338 Not Applicable · Score: 0.0

Guideline #347 Not Applicable · Score: 0.0

Guideline #342 Adhered High · Score: 33.5

Guideline #398 Not Applicable · Score: 0.0

Search Form & Logic: 10 guidelines · Score: 120.6

These 10 ‘Search Form & Logic’ guidelines are only available in Baymard Premium — they are based on our large-scale On-Site Search UX research study, and outline the 10 elements necessary to create a high-performing ‘Search Form & Logic’ implementation.

Premium also shows you why ASOS and 59 other top e-commerce sites perform as they do, and allow you to self-audit your own sites to see how your UX performance stacks up against theirs — learn more.

Guideline #336 Not Applicable · Score: 0.0

Guideline #346 Neutral · Score: 0.0

Guideline #349 Violated High · Score: -33.5

Guideline #407 Adhered High · Score: 46.9

Guideline #339 Issue Resolved · Score: 33.5

Guideline #343 Not Applicable · Score: 0.0

Guideline #351 Adhered High · Score: 33.5

Guideline #348 Adhered High · Score: 26.8

Guideline #350 Adhered High · Score: 13.4

Guideline #352 Not Applicable · Score: 0.0

Search Autocomplete: 8 guidelines · Score: 93.8

These 8 ‘Search Autocomplete’ guidelines are only available in Baymard Premium — they are based on our large-scale On-Site Search UX research study, and outline the 8 elements necessary to create a high-performing ‘Search Autocomplete’ implementation.

Premium also shows you why ASOS and 59 other top e-commerce sites perform as they do, and allow you to self-audit your own sites to see how your UX performance stacks up against theirs — learn more.

Guideline #359 Adhered High · Score: 40.2

Guideline #404 Violated Low · Score: -20.1

Guideline #361 Violated High · Score: -20.1

Guideline #356 Issue Resolved · Score: 33.5

Guideline #369 Neutral · Score: 0.0

Guideline #368 Adhered High · Score: 33.5

Guideline #363 Adhered High · Score: 26.8

Guideline #1001 Not Applicable · Score: 0.0

Results Logic & Guidance: 8 guidelines · Score: -113.9

These 8 ‘Results Logic & Guidance’ guidelines are only available in Baymard Premium — they are based on our large-scale On-Site Search UX research study, and outline the 8 elements necessary to create a high-performing ‘Results Logic & Guidance’ implementation.

Premium also shows you why ASOS and 59 other top e-commerce sites perform as they do, and allow you to self-audit your own sites to see how your UX performance stacks up against theirs — learn more.

Guideline #358 Violated High · Score: -46.9

Guideline #362 Violated High · Score: -46.9

Guideline #370 Violated High · Score: -40.2

Guideline #367 Not Applicable · Score: 0.0

Guideline #355 Adhered High · Score: 20.1

Guideline #394 Violated High · Score: -33.5

Guideline #365 Issue Resolved · Score: 33.5

Guideline #371 Not Applicable · Score: 0.0

Results Layout & Filtering: 12 guidelines · Score: 73.7

These 12 ‘Results Layout & Filtering’ guidelines are only available in Baymard Premium — they are based on our large-scale On-Site Search UX research study, and outline the 12 elements necessary to create a high-performing ‘Results Layout & Filtering’ implementation.

Premium also shows you why ASOS and 59 other top e-commerce sites perform as they do, and allow you to self-audit your own sites to see how your UX performance stacks up against theirs — learn more.

Guideline #382 Violated High · Score: -33.5

Guideline #379 Issue Resolved · Score: 53.6

Guideline #386 Issue Resolved · Score: 46.9

Guideline #381 Neutral · Score: 0.0

Guideline #377 Adhered High · Score: 33.5

Guideline #376 Adhered High · Score: 53.6

Guideline #403 Violated High · Score: -46.9

Guideline #393 Not Applicable · Score: 0.0

Guideline #406 Not Applicable · Score: 0.0

Guideline #378 Issue Resolved · Score: 33.5

Guideline #401 Violated High · Score: -26.8

Guideline #402 Violated High · Score: -40.2

Product Lists & Filtering: 96 guidelines · Score: 650.4

List Layout: 7 guidelines · Score: 125.2

‘State of the Art’

These 7 ‘List Layout’ guidelines are only available in Baymard Premium — they are based on our large-scale Product Lists & Filtering UX research study, and outline the 7 elements necessary to create a high-performing ‘List Layout’ implementation.

Premium also shows you why ASOS and 59 other top e-commerce sites perform as they do, and allow you to self-audit your own sites to see how your UX performance stacks up against theirs — learn more.

Guideline #541 Not Applicable · Score: 0.0

Guideline #533 Adhered High · Score: 32.7

Guideline #531 Adhered High · Score: 27.2

Guideline #537 Adhered High · Score: 27.2

Guideline #535 Not Applicable · Score: 0.0

Guideline #536 Not Applicable · Score: 0.0

Guideline #862 Adhered High · Score: 38.1

Loading Products: 6 guidelines · Score: 98.0

‘State of the Art’

These 6 ‘Loading Products’ guidelines are only available in Baymard Premium — they are based on our large-scale Product Lists & Filtering UX research study, and outline the 6 elements necessary to create a high-performing ‘Loading Products’ implementation.

Premium also shows you why ASOS and 59 other top e-commerce sites perform as they do, and allow you to self-audit your own sites to see how your UX performance stacks up against theirs — learn more.

Guideline #501 Adhered Low · Score: 16.3

Guideline #502 Adhered High · Score: 32.7

Guideline #503 Adhered High · Score: 16.3

Guideline #504 Issue Resolved · Score: 32.7

Guideline #505 Not Applicable · Score: 0.0

Guideline #1024 Not Applicable · Score: 0.0

List Items: Product Info & Thumbnails: 16 guidelines · Score: 144.2

These 16 ‘List Items: Product Info & Thumbnails’ guidelines are only available in Baymard Premium — they are based on our large-scale Product Lists & Filtering UX research study, and outline the 16 elements necessary to create a high-performing ‘List Items: Product Info & Thumbnails’ implementation.

Premium also shows you why ASOS and 59 other top e-commerce sites perform as they do, and allow you to self-audit your own sites to see how your UX performance stacks up against theirs — learn more.

Guideline #440 Adhered High · Score: 43.5

Guideline #421 Not Applicable · Score: 0.0

Guideline #443 Violated Low · Score: -19.1

Guideline #446 Not Applicable · Score: 0.0

Guideline #422 Adhered High · Score: 32.7

Guideline #441 Not Applicable · Score: 0.0

Guideline #447 Not Applicable · Score: 0.0

Guideline #444 Not Applicable · Score: 0.0

Guideline #455 Not Applicable · Score: 0.0

Guideline #445 Adhered High · Score: 38.1

Guideline #457 Not Applicable · Score: 0.0

Guideline #463 Not Applicable · Score: 0.0

Guideline #456 Adhered High · Score: 27.2

Guideline #458 Not Applicable · Score: 0.0

Guideline #459 Adhered High · Score: 21.8

Guideline #462 Not Applicable · Score: 0.0

List Items: Interface & Hit Areas: 10 guidelines · Score: 35.4

These 10 ‘List Items: Interface & Hit Areas’ guidelines are only available in Baymard Premium — they are based on our large-scale Product Lists & Filtering UX research study, and outline the 10 elements necessary to create a high-performing ‘List Items: Interface & Hit Areas’ implementation.

Premium also shows you why ASOS and 59 other top e-commerce sites perform as they do, and allow you to self-audit your own sites to see how your UX performance stacks up against theirs — learn more.

Guideline #448 Not Applicable · Score: 0.0

Guideline #528 Not Applicable · Score: 0.0

Guideline #452 Adhered High · Score: 27.2

Guideline #450 Not Applicable · Score: 0.0

Guideline #449 Not Applicable · Score: 0.0

Guideline #525 Violated Low · Score: -13.6

Guideline #527 Violated High · Score: -27.2

Guideline #529 Issue Resolved · Score: 32.7

Guideline #530 Adhered High · Score: 16.3

Guideline #526 Not Applicable · Score: 0.0

List Items: Personalization: 5 guidelines · Score: -21.8

These 5 ‘List Items: Personalization’ guidelines are only available in Baymard Premium — they are based on our large-scale Product Lists & Filtering UX research study, and outline the 5 elements necessary to create a high-performing ‘List Items: Personalization’ implementation.

Premium also shows you why ASOS and 59 other top e-commerce sites perform as they do, and allow you to self-audit your own sites to see how your UX performance stacks up against theirs — learn more.

Guideline #480 Not Applicable · Score: 0.0

Guideline #482 Not Applicable · Score: 0.0

Guideline #483 Not Applicable · Score: 0.0

Guideline #485 Not Applicable · Score: 0.0

Guideline #484 Violated High · Score: -21.8

Filtering: Available Filters: 10 guidelines · Score: -24.5

These 10 ‘Filtering: Available Filters’ guidelines are only available in Baymard Premium — they are based on our large-scale Product Lists & Filtering UX research study, and outline the 10 elements necessary to create a high-performing ‘Filtering: Available Filters’ implementation.

Premium also shows you why ASOS and 59 other top e-commerce sites perform as they do, and allow you to self-audit your own sites to see how your UX performance stacks up against theirs — learn more.

Guideline #409 Violated Low · Score: -21.8

Guideline #413 Adhered High · Score: 38.1

Guideline #418 Not Applicable · Score: 0.0

Guideline #408 Not Applicable · Score: 0.0

Guideline #417 Not Applicable · Score: 0.0

Guideline #540 Not Applicable · Score: 0.0

Guideline #410 Not Applicable · Score: 0.0

Guideline #414 Violated High · Score: -27.2

Guideline #416 Adhered Low · Score: 13.6

Guideline #415 Violated High · Score: -27.2

Filtering: Scope & Logic: 14 guidelines · Score: 119.7

These 14 ‘Filtering: Scope & Logic’ guidelines are only available in Baymard Premium — they are based on our large-scale Product Lists & Filtering UX research study, and outline the 14 elements necessary to create a high-performing ‘Filtering: Scope & Logic’ implementation.

Premium also shows you why ASOS and 59 other top e-commerce sites perform as they do, and allow you to self-audit your own sites to see how your UX performance stacks up against theirs — learn more.

Guideline #424 Adhered High · Score: 38.1

Guideline #427 Adhered High · Score: 38.1

Guideline #433 Not Applicable · Score: 0.0

Guideline #423 Not Applicable · Score: 0.0

Guideline #430 Not Applicable · Score: 0.0

Guideline #428 Adhered High · Score: 21.8

Guideline #432 Not Applicable · Score: 0.0

Guideline #429 Adhered High · Score: 10.9

Guideline #436 Adhered High · Score: 10.9

Guideline #439 Not Applicable · Score: 0.0

Guideline #488 Violated High · Score: -27.2

Guideline #492 Violated High · Score: -27.2

Guideline #493 Adhered High · Score: 27.2

Guideline #486 Adhered High · Score: 27.2

Filtering: Interface & Layout: 11 guidelines · Score: 103.4

These 11 ‘Filtering: Interface & Layout’ guidelines are only available in Baymard Premium — they are based on our large-scale Product Lists & Filtering UX research study, and outline the 11 elements necessary to create a high-performing ‘Filtering: Interface & Layout’ implementation.

Premium also shows you why ASOS and 59 other top e-commerce sites perform as they do, and allow you to self-audit your own sites to see how your UX performance stacks up against theirs — learn more.

Guideline #468 Not Applicable · Score: 0.0

Guideline #474 Not Applicable · Score: 0.0

Guideline #470 Issue Resolved · Score: 38.1

Guideline #464 Adhered High · Score: 27.2

Guideline #467 Adhered High · Score: 27.2

Guideline #475 Not Applicable · Score: 0.0

Guideline #479 Neutral · Score: 0.0

Guideline #476 Adhered High · Score: 27.2

Guideline #465 Neutral · Score: 0.0

Guideline #471 Not Applicable · Score: 0.0

Guideline #472 Violated High · Score: -16.3

Sorting: 11 guidelines · Score: 32.7

These 11 ‘Sorting’ guidelines are only available in Baymard Premium — they are based on our large-scale Product Lists & Filtering UX research study, and outline the 11 elements necessary to create a high-performing ‘Sorting’ implementation.

Premium also shows you why ASOS and 59 other top e-commerce sites perform as they do, and allow you to self-audit your own sites to see how your UX performance stacks up against theirs — learn more.

Guideline #510 Adhered Low · Score: 21.8

Guideline #511 Violated High · Score: -38.1

Guideline #539 Adhered High · Score: 21.8

Guideline #514 Adhered High · Score: 27.2

Guideline #513 Adhered High · Score: 27.2

Guideline #509 Violated High · Score: -27.2

Guideline #521 Not Applicable · Score: 0.0

Guideline #517 Not Applicable · Score: 0.0

Guideline #515 Not Applicable · Score: 0.0

Guideline #516 Not Applicable · Score: 0.0

Guideline #523 Not Applicable · Score: 0.0

Comparison Tool: 5 guidelines · Score: 38.1

These 5 ‘Comparison Tool’ guidelines are only available in Baymard Premium — they are based on our large-scale Product Lists & Filtering UX research study, and outline the 5 elements necessary to create a high-performing ‘Comparison Tool’ implementation.

Premium also shows you why ASOS and 59 other top e-commerce sites perform as they do, and allow you to self-audit your own sites to see how your UX performance stacks up against theirs — learn more.

Guideline #495 Issue Resolved · Score: 38.1

Guideline #496 Not Applicable · Score: 0.0

Guideline #497 Not Applicable · Score: 0.0

Guideline #499 Not Applicable · Score: 0.0

Guideline #498 Not Applicable · Score: 0.0

Product Page: 95 guidelines · Score: 578.2

Product Page Layout: 8 guidelines · Score: 79.4

‘State of the Art’

These 8 ‘Product Page Layout’ guidelines are only available in Baymard Premium — they are based on our large-scale Product Page UX research study, and outline the 8 elements necessary to create a high-performing ‘Product Page Layout’ implementation.

Premium also shows you why ASOS and 59 other top e-commerce sites perform as they do, and allow you to self-audit your own sites to see how your UX performance stacks up against theirs — learn more.

Guideline #751 Not Applicable · Score: 0.0

Guideline #753 Not Applicable · Score: 0.0

Guideline #758 Not Applicable · Score: 0.0

Guideline #757 Adhered High · Score: 24.2

Guideline #784 Not Applicable · Score: 0.0

Guideline #738 Adhered High · Score: 20.7

Guideline #766 Adhered High · Score: 17.3

Guideline #846 Adhered High · Score: 17.3

Product Images: 9 guidelines · Score: 84.6

These 9 ‘Product Images’ guidelines are only available in Baymard Premium — they are based on our large-scale Product Page UX research study, and outline the 9 elements necessary to create a high-performing ‘Product Images’ implementation.

Premium also shows you why ASOS and 59 other top e-commerce sites perform as they do, and allow you to self-audit your own sites to see how your UX performance stacks up against theirs — learn more.

Guideline #740 Adhered Low · Score: 13.8

Guideline #741 Adhered High · Score: 24.2

Guideline #747 Adhered Low · Score: 12.1

Guideline #755 Violated High · Score: -17.3

Guideline #744 Not Applicable · Score: 0.0

Guideline #745 Issue Resolved · Score: 17.3

Guideline #752 Not Applicable · Score: 0.0

Guideline #854 Issue Resolved · Score: 17.3

Guideline #756 Issue Resolved · Score: 17.3

Image Gallery UI: 10 guidelines · Score: 107.0

These 10 ‘Image Gallery UI’ guidelines are only available in Baymard Premium — they are based on our large-scale Product Page UX research study, and outline the 10 elements necessary to create a high-performing ‘Image Gallery UI’ implementation.

Premium also shows you why ASOS and 59 other top e-commerce sites perform as they do, and allow you to self-audit your own sites to see how your UX performance stacks up against theirs — learn more.

Guideline #774 Adhered High · Score: 24.2

Guideline #771 Not Applicable · Score: 0.0

Guideline #776 Adhered High · Score: 24.2

Guideline #775 Adhered High · Score: 20.7

Guideline #779 Adhered High · Score: 17.3

Guideline #783 Issue Resolved · Score: 17.3

Guideline #781 Violated High · Score: -17.3

Guideline #773 Adhered High · Score: 10.4

Guideline #778 Not Applicable · Score: 0.0

Guideline #777 Adhered High · Score: 10.4

Product Video & 360-View: 4 guidelines · Score: 41.4

These 4 ‘Product Video & 360-View’ guidelines are only available in Baymard Premium — they are based on our large-scale Product Page UX research study, and outline the 4 elements necessary to create a high-performing ‘Product Video & 360-View’ implementation.

Premium also shows you why ASOS and 59 other top e-commerce sites perform as they do, and allow you to self-audit your own sites to see how your UX performance stacks up against theirs — learn more.

Guideline #759 Adhered High · Score: 17.3

Guideline #770 Adhered High · Score: 17.3

Guideline #760 Not Applicable · Score: 0.0

Guideline #761 Adhered High · Score: 6.9

The 'Buy' Section: 9 guidelines · Score: 34.5

These 9 ‘The 'Buy' Section’ guidelines are only available in Baymard Premium — they are based on our large-scale Product Page UX research study, and outline the 9 elements necessary to create a high-performing ‘The 'Buy' Section’ implementation.

Premium also shows you why ASOS and 59 other top e-commerce sites perform as they do, and allow you to self-audit your own sites to see how your UX performance stacks up against theirs — learn more.

Guideline #791 Adhered High · Score: 17.3

Guideline #795 Not Applicable · Score: 0.0

Guideline #820 Violated High · Score: -24.2

Guideline #798 Adhered High · Score: 17.3

Guideline #817 Violated High · Score: -17.3

Guideline #792 Adhered High · Score: 17.3

Guideline #816 Adhered High · Score: 17.3

Guideline #793 Not Applicable · Score: 0.0

Guideline #789 Adhered High · Score: 6.9

Shipping, Returns, and Gifting: 7 guidelines · Score: 25.9

These 7 ‘Shipping, Returns, and Gifting’ guidelines are only available in Baymard Premium — they are based on our large-scale Product Page UX research study, and outline the 7 elements necessary to create a high-performing ‘Shipping, Returns, and Gifting’ implementation.

Premium also shows you why ASOS and 59 other top e-commerce sites perform as they do, and allow you to self-audit your own sites to see how your UX performance stacks up against theirs — learn more.

Guideline #825 Adhered Low · Score: 8.6

Guideline #826 Violated High · Score: -17.3

Guideline #803 Adhered High · Score: 24.2

Guideline #836 Neutral · Score: 0.0

Guideline #804 Not Applicable · Score: 0.0

Guideline #802 Adhered High · Score: 10.4

Guideline #805 Not Applicable · Score: 0.0

Product Variations: 9 guidelines · Score: 34.5

These 9 ‘Product Variations’ guidelines are only available in Baymard Premium — they are based on our large-scale Product Page UX research study, and outline the 9 elements necessary to create a high-performing ‘Product Variations’ implementation.

Premium also shows you why ASOS and 59 other top e-commerce sites perform as they do, and allow you to self-audit your own sites to see how your UX performance stacks up against theirs — learn more.

Guideline #848 Violated High · Score: -24.2

Guideline #853 Issue Resolved · Score: 17.3

Guideline #849 Issue Resolved · Score: 17.3

Guideline #837 Adhered High · Score: 17.3

Guideline #851 Not Applicable · Score: 0.0

Guideline #800 Not Applicable · Score: 0.0

Guideline #850 Neutral · Score: 0.0

Guideline #852 Not Applicable · Score: 0.0

Guideline #856 Issue Resolved · Score: 6.9

Product Descriptions: 7 guidelines · Score: 100.1

These 7 ‘Product Descriptions’ guidelines are only available in Baymard Premium — they are based on our large-scale Product Page UX research study, and outline the 7 elements necessary to create a high-performing ‘Product Descriptions’ implementation.

Premium also shows you why ASOS and 59 other top e-commerce sites perform as they do, and allow you to self-audit your own sites to see how your UX performance stacks up against theirs — learn more.

Guideline #841 Adhered High · Score: 24.2

Guideline #843 Adhered High · Score: 24.2

Guideline #861 Not Applicable · Score: 0.0

Guideline #860 Adhered High · Score: 17.3

Guideline #845 Adhered High · Score: 17.3

Guideline #844 Adhered High · Score: 17.3

Guideline #847 Not Applicable · Score: 0.0

Specifications Sheet: 5 guidelines · Score: 0.0

These 5 ‘Specifications Sheet’ guidelines are only available in Baymard Premium — they are based on our large-scale Product Page UX research study, and outline the 5 elements necessary to create a high-performing ‘Specifications Sheet’ implementation.

Premium also shows you why ASOS and 59 other top e-commerce sites perform as they do, and allow you to self-audit your own sites to see how your UX performance stacks up against theirs — learn more.

Guideline #858 Not Applicable · Score: 0.0

Guideline #840 Not Applicable · Score: 0.0

Guideline #835 Not Applicable · Score: 0.0

Guideline #839 Not Applicable · Score: 0.0

Guideline #857 Not Applicable · Score: 0.0

User Reviews: 13 guidelines · Score: -24.2

These 13 ‘User Reviews’ guidelines are only available in Baymard Premium — they are based on our large-scale Product Page UX research study, and outline the 13 elements necessary to create a high-performing ‘User Reviews’ implementation.

Premium also shows you why ASOS and 59 other top e-commerce sites perform as they do, and allow you to self-audit your own sites to see how your UX performance stacks up against theirs — learn more.

Guideline #739 Violated High · Score: -24.2

Guideline #743 Not Applicable · Score: 0.0

Guideline #750 Not Applicable · Score: 0.0

Guideline #749 Not Applicable · Score: 0.0

Guideline #768 Not Applicable · Score: 0.0

Guideline #742 Not Applicable · Score: 0.0

Guideline #748 Not Applicable · Score: 0.0

Guideline #785 Not Applicable · Score: 0.0

Guideline #767 Not Applicable · Score: 0.0

Guideline #765 Not Applicable · Score: 0.0

Guideline #746 Not Applicable · Score: 0.0

Guideline #763 Not Applicable · Score: 0.0

Guideline #786 Not Applicable · Score: 0.0

Auxiliary Content: 5 guidelines · Score: -3.5

These 5 ‘Auxiliary Content’ guidelines are only available in Baymard Premium — they are based on our large-scale Product Page UX research study, and outline the 5 elements necessary to create a high-performing ‘Auxiliary Content’ implementation.

Premium also shows you why ASOS and 59 other top e-commerce sites perform as they do, and allow you to self-audit your own sites to see how your UX performance stacks up against theirs — learn more.

Guideline #807 Not Applicable · Score: 0.0

Guideline #788 Adhered High · Score: 13.8

Guideline #787 Violated High · Score: -17.3

Guideline #806 Not Applicable · Score: 0.0

Guideline #769 Not Applicable · Score: 0.0

Cross-Sells & Cross-Navigation: 9 guidelines · Score: 98.4

These 9 ‘Cross-Sells & Cross-Navigation’ guidelines are only available in Baymard Premium — they are based on our large-scale Product Page UX research study, and outline the 9 elements necessary to create a high-performing ‘Cross-Sells & Cross-Navigation’ implementation.

Premium also shows you why ASOS and 59 other top e-commerce sites perform as they do, and allow you to self-audit your own sites to see how your UX performance stacks up against theirs — learn more.

Guideline #810 Adhered High · Score: 17.3

Guideline #811 Adhered High · Score: 24.2

Guideline #828 Neutral · Score: 0.0

Guideline #813 Adhered High · Score: 17.3

Guideline #814 Adhered Low · Score: 8.6

Guideline #812 Violated High · Score: -17.3

Guideline #821 Adhered High · Score: 17.3

Guideline #819 Issue Resolved · Score: 20.7

Guideline #827 Adhered High · Score: 10.4

Cart & Checkout: 134 guidelines · Score: 411.0

Shopping Cart & “Added to Cart” Behavior: 10 guidelines · Score: 1.4

These 10 ‘Shopping Cart & “Added to Cart” Behavior’ guidelines are only available in Baymard Premium — they are based on our large-scale Cart & Checkout UX research study, and outline the 10 elements necessary to create a high-performing ‘Shopping Cart & “Added to Cart” Behavior’ implementation.

Premium also shows you why ASOS and 59 other top e-commerce sites perform as they do, and allow you to self-audit your own sites to see how your UX performance stacks up against theirs — learn more.

Guideline #601 Violated High · Score: -13.7

Guideline #600 Issue Resolved · Score: 13.7

Guideline #602 Issue Resolved · Score: 13.7

Guideline #603 Violated Low · Score: -6.8

Guideline #732 Adhered High · Score: 19.1

Guideline #620 Violated Low · Score: -6.8

Guideline #623 Violated High · Score: -13.7

Guideline #622 Violated Low · Score: -6.8

Guideline #673 Adhered High · Score: 13.7

Guideline #624 Violated High · Score: -10.9

Account Selection & Creation: 9 guidelines · Score: -21.8

These 9 ‘Account Selection & Creation’ guidelines are only available in Baymard Premium — they are based on our large-scale Cart & Checkout UX research study, and outline the 9 elements necessary to create a high-performing ‘Account Selection & Creation’ implementation.

Premium also shows you why ASOS and 59 other top e-commerce sites perform as they do, and allow you to self-audit your own sites to see how your UX performance stacks up against theirs — learn more.

Guideline #637 Violated High · Score: -19.1

Guideline #652 Violated High · Score: -19.1

Guideline #639 Adhered High · Score: 19.1

Guideline #677 Neutral · Score: 0.0

Guideline #638 Violated High · Score: -13.7

Guideline #653 Violated High · Score: -13.7

Guideline #676 Adhered Low · Score: 6.8

Guideline #665 Adhered High · Score: 13.7

Guideline #640 Adhered Low · Score: 4.1

Customer & Address Information: 12 guidelines · Score: 88.7

These 12 ‘Customer & Address Information’ guidelines are only available in Baymard Premium — they are based on our large-scale Cart & Checkout UX research study, and outline the 12 elements necessary to create a high-performing ‘Customer & Address Information’ implementation.

Premium also shows you why ASOS and 59 other top e-commerce sites perform as they do, and allow you to self-audit your own sites to see how your UX performance stacks up against theirs — learn more.

Guideline #731 Violated High · Score: -19.1

Guideline #566 Adhered High · Score: 21.8

Guideline #567 Not Applicable · Score: 0.0

Guideline #565 Issue Resolved · Score: 19.1

Guideline #736 Adhered High · Score: 19.1

Guideline #561 Issue Resolved · Score: 13.7

Guideline #558 Adhered High · Score: 13.7

Guideline #557 Violated Low · Score: -6.8

Guideline #560 Neutral · Score: 0.0

Guideline #573 Adhered High · Score: 10.9

Guideline #562 Adhered High · Score: 8.2

Guideline #564 Adhered High · Score: 8.2

Gifting Flow & Features: 5 guidelines · Score: -13.7

These 5 ‘Gifting Flow & Features’ guidelines are only available in Baymard Premium — they are based on our large-scale Cart & Checkout UX research study, and outline the 5 elements necessary to create a high-performing ‘Gifting Flow & Features’ implementation.

Premium also shows you why ASOS and 59 other top e-commerce sites perform as they do, and allow you to self-audit your own sites to see how your UX performance stacks up against theirs — learn more.

Guideline #647 Not Applicable · Score: 0.0

Guideline #650 Violated High · Score: -13.7

Guideline #646 Not Applicable · Score: 0.0

Guideline #649 Not Applicable · Score: 0.0

Guideline #645 Not Applicable · Score: 0.0

Shipping & Store Pickup: 11 guidelines · Score: 86.0

‘State of the Art’

These 11 ‘Shipping & Store Pickup’ guidelines are only available in Baymard Premium — they are based on our large-scale Cart & Checkout UX research study, and outline the 11 elements necessary to create a high-performing ‘Shipping & Store Pickup’ implementation.

Premium also shows you why ASOS and 59 other top e-commerce sites perform as they do, and allow you to self-audit your own sites to see how your UX performance stacks up against theirs — learn more.

Guideline #544 Adhered High · Score: 19.1

Guideline #547 Adhered High · Score: 16.4

Guideline #550 Adhered High · Score: 13.7

Guideline #543 Adhered High · Score: 13.7

Guideline #548 Violated Low · Score: -5.5

Guideline #549 Not Applicable · Score: 0.0

Guideline #632 Neutral · Score: 0.0

Guideline #633 Adhered High · Score: 13.7

Guideline #631 Violated Low · Score: -6.8

Guideline #634 Adhered High · Score: 13.7

Guideline #635 Adhered High · Score: 8.2

Payment Flow & Methods (Incl. Third-Party): 8 guidelines · Score: 39.6

These 8 ‘Payment Flow & Methods (Incl. Third-Party)’ guidelines are only available in Baymard Premium — they are based on our large-scale Cart & Checkout UX research study, and outline the 8 elements necessary to create a high-performing ‘Payment Flow & Methods (Incl. Third-Party)’ implementation.

Premium also shows you why ASOS and 59 other top e-commerce sites perform as they do, and allow you to self-audit your own sites to see how your UX performance stacks up against theirs — learn more.

Guideline #590 Violated Low · Score: -6.8

Guideline #671 Adhered High · Score: 16.4

Guideline #617 Not Applicable · Score: 0.0

Guideline #615 Adhered High · Score: 13.7

Guideline #616 Not Applicable · Score: 0.0

Guideline #672 Adhered High · Score: 10.9

Guideline #586 Adhered Low · Score: 5.5

Guideline #589 Not Applicable · Score: 0.0

Credit Card Form: 10 guidelines · Score: -30.0

These 10 ‘Credit Card Form’ guidelines are only available in Baymard Premium — they are based on our large-scale Cart & Checkout UX research study, and outline the 10 elements necessary to create a high-performing ‘Credit Card Form’ implementation.

Premium also shows you why ASOS and 59 other top e-commerce sites perform as they do, and allow you to self-audit your own sites to see how your UX performance stacks up against theirs — learn more.

Guideline #582 Violated Low · Score: -9.6

Guideline #594 Violated High · Score: -19.1

Guideline #587 Violated High · Score: -19.1

Guideline #583 Issue Resolved · Score: 13.7

Guideline #588 Violated High · Score: -13.7

Guideline #577 Neutral · Score: 0.0

Guideline #584 Violated Low · Score: -6.8

Guideline #591 Adhered High · Score: 10.9

Guideline #585 Adhered High · Score: 8.2

Guideline #664 Adhered High · Score: 5.5

Order Review: 5 guidelines · Score: 19.1

These 5 ‘Order Review’ guidelines are only available in Baymard Premium — they are based on our large-scale Cart & Checkout UX research study, and outline the 5 elements necessary to create a high-performing ‘Order Review’ implementation.

Premium also shows you why ASOS and 59 other top e-commerce sites perform as they do, and allow you to self-audit your own sites to see how your UX performance stacks up against theirs — learn more.

Guideline #552 Adhered High · Score: 19.1

Guideline #556 Not Applicable · Score: 0.0

Guideline #545 Not Applicable · Score: 0.0

Guideline #551 Not Applicable · Score: 0.0

Guideline #553 Not Applicable · Score: 0.0

Order Confirmation & E-Mail: 4 guidelines · Score: -2.7

These 4 ‘Order Confirmation & E-Mail’ guidelines are only available in Baymard Premium — they are based on our large-scale Cart & Checkout UX research study, and outline the 4 elements necessary to create a high-performing ‘Order Confirmation & E-Mail’ implementation.

Premium also shows you why ASOS and 59 other top e-commerce sites perform as they do, and allow you to self-audit your own sites to see how your UX performance stacks up against theirs — learn more.

Guideline #599 Violated High · Score: -13.7

Guideline #596 Violated Low · Score: -5.5

Guideline #598 Adhered High · Score: 8.2

Guideline #597 Adhered High · Score: 8.2

Form & Page Design: 10 guidelines · Score: 101.0

‘State of the Art’

These 10 ‘Form & Page Design’ guidelines are only available in Baymard Premium — they are based on our large-scale Cart & Checkout UX research study, and outline the 10 elements necessary to create a high-performing ‘Form & Page Design’ implementation.

Premium also shows you why ASOS and 59 other top e-commerce sites perform as they do, and allow you to self-audit your own sites to see how your UX performance stacks up against theirs — learn more.

Guideline #606 Adhered High · Score: 13.7

Guideline #611 Violated High · Score: -13.7

Guideline #687 Adhered High · Score: 10.9

Guideline #613 Issue Resolved · Score: 8.2

Guideline #607 Adhered High · Score: 8.2

Guideline #608 Adhered High · Score: 8.2

Guideline #730 Adhered High · Score: 19.1

Guideline #679 Adhered High · Score: 19.1

Guideline #668 Adhered High · Score: 13.7

Guideline #733 Adhered High · Score: 13.7

User Interactions & Distractions: 10 guidelines · Score: 13.7

These 10 ‘User Interactions & Distractions’ guidelines are only available in Baymard Premium — they are based on our large-scale Cart & Checkout UX research study, and outline the 10 elements necessary to create a high-performing ‘User Interactions & Distractions’ implementation.

Premium also shows you why ASOS and 59 other top e-commerce sites perform as they do, and allow you to self-audit your own sites to see how your UX performance stacks up against theirs — learn more.

Guideline #696 Issue Resolved · Score: 19.1

Guideline #707 Violated High · Score: -13.7

Guideline #609 Adhered High · Score: 13.7

Guideline #709 Not Applicable · Score: 0.0

Guideline #726 Adhered High · Score: 16.4

Guideline #714 Not Applicable · Score: 0.0

Guideline #727 Violated High · Score: -19.1

Guideline #713 Violated High · Score: -16.4

Guideline #657 Adhered High · Score: 8.2

Guideline #699 Adhered High · Score: 5.5

Cross-Sells: 4 guidelines · Score: 46.4

These 4 ‘Cross-Sells’ guidelines are only available in Baymard Premium — they are based on our large-scale Cart & Checkout UX research study, and outline the 4 elements necessary to create a high-performing ‘Cross-Sells’ implementation.

Premium also shows you why ASOS and 59 other top e-commerce sites perform as they do, and allow you to self-audit your own sites to see how your UX performance stacks up against theirs — learn more.

Guideline #581 Issue Resolved · Score: 19.1

Guideline #579 Issue Resolved · Score: 13.7

Guideline #580 Adhered High · Score: 13.7

Guideline #578 Not Applicable · Score: 0.0

Validation Errors & Data Persistence: 10 guidelines · Score: 15.0

These 10 ‘Validation Errors & Data Persistence’ guidelines are only available in Baymard Premium — they are based on our large-scale Cart & Checkout UX research study, and outline the 10 elements necessary to create a high-performing ‘Validation Errors & Data Persistence’ implementation.

Premium also shows you why ASOS and 59 other top e-commerce sites perform as they do, and allow you to self-audit your own sites to see how your UX performance stacks up against theirs — learn more.

Guideline #720 Adhered High · Score: 21.8

Guideline #723 Adhered High · Score: 21.8

Guideline #722 Violated High · Score: -19.1

Guideline #719 Violated Low · Score: -9.6

Guideline #721 Neutral · Score: 0.0

Guideline #718 Violated High · Score: -16.4

Guideline #625 Issue Resolved · Score: 16.4

Guideline #626 Not Applicable · Score: 0.0

Guideline #627 Not Applicable · Score: 0.0

Guideline #629 Not Applicable · Score: 0.0

Field Labels & Microcopy: 7 guidelines · Score: 32.8

These 7 ‘Field Labels & Microcopy’ guidelines are only available in Baymard Premium — they are based on our large-scale Cart & Checkout UX research study, and outline the 7 elements necessary to create a high-performing ‘Field Labels & Microcopy’ implementation.

Premium also shows you why ASOS and 59 other top e-commerce sites perform as they do, and allow you to self-audit your own sites to see how your UX performance stacks up against theirs — learn more.

Guideline #686 Adhered High · Score: 21.8

Guideline #683 Adhered High · Score: 19.1

Guideline #681 Violated High · Score: -13.7

Guideline #685 Adhered High · Score: 10.9

Guideline #694 Violated High · Score: -13.7

Guideline #690 Not Applicable · Score: 0.0

Guideline #689 Adhered High · Score: 8.2

Field Design & Features: 8 guidelines · Score: 34.1

These 8 ‘Field Design & Features’ guidelines are only available in Baymard Premium — they are based on our large-scale Cart & Checkout UX research study, and outline the 8 elements necessary to create a high-performing ‘Field Design & Features’ implementation.

Premium also shows you why ASOS and 59 other top e-commerce sites perform as they do, and allow you to self-audit your own sites to see how your UX performance stacks up against theirs — learn more.

Guideline #674 Issue Resolved · Score: 19.1

Guideline #659 Adhered Low · Score: 6.8

Guideline #669 Violated High · Score: -13.7

Guideline #660 Adhered High · Score: 13.7

Guideline #658 Violated High · Score: -8.2

Guideline #705 Not Applicable · Score: 0.0

Guideline #670 Adhered High · Score: 8.2

Guideline #663 Issue Resolved · Score: 8.2

Default Values & Autocompletion: 8 guidelines · Score: 20.5

These 8 ‘Default Values & Autocompletion’ guidelines are only available in Baymard Premium — they are based on our large-scale Cart & Checkout UX research study, and outline the 8 elements necessary to create a high-performing ‘Default Values & Autocompletion’ implementation.

Premium also shows you why ASOS and 59 other top e-commerce sites perform as they do, and allow you to self-audit your own sites to see how your UX performance stacks up against theirs — learn more.

Guideline #555 Adhered High · Score: 19.1

Guideline #554 Violated High · Score: -16.4

Guideline #568 Violated High · Score: -16.4

Guideline #576 Adhered High · Score: 13.7

Guideline #572 Adhered High · Score: 16.4

Guideline #734 Violated Low · Score: -4.1

Guideline #618 Not Applicable · Score: 0.0

Guideline #571 Adhered High · Score: 8.2

Accounts & Self-Service: 65 guidelines · Score: 208.1

Account Drop-Down: 7 guidelines · Score: 87.9

These 7 ‘Account Drop-Down’ guidelines are only available in Baymard Premium — they are based on our large-scale Accounts & Self-Service UX research study, and outline the 7 elements necessary to create a high-performing ‘Account Drop-Down’ implementation.

Premium also shows you why ASOS and 59 other top e-commerce sites perform as they do, and allow you to self-audit your own sites to see how your UX performance stacks up against theirs — learn more.

Guideline #871 Adhered High · Score: 46.3

Guideline #872 Adhered High · Score: 46.3

Guideline #876 Violated High · Score: -46.3

Guideline #877 Not Applicable · Score: 0.0

Guideline #886 Adhered High · Score: 55.5

Guideline #887 Neutral · Score: 0.0

Guideline #900 Violated Low · Score: -13.9

Account Dashboard: 6 guidelines · Score: 111.0

These 6 ‘Account Dashboard’ guidelines are only available in Baymard Premium — they are based on our large-scale Accounts & Self-Service UX research study, and outline the 6 elements necessary to create a high-performing ‘Account Dashboard’ implementation.

Premium also shows you why ASOS and 59 other top e-commerce sites perform as they do, and allow you to self-audit your own sites to see how your UX performance stacks up against theirs — learn more.

Guideline #863 Not Applicable · Score: 0.0

Guideline #865 Adhered High · Score: 55.5

Guideline #866 Adhered High · Score: 46.3

Guideline #870 Not Applicable · Score: 0.0

Guideline #873 Violated High · Score: -27.8

Guideline #874 Adhered High · Score: 37.0

Account Sign In: 6 guidelines · Score: 46.3

These 6 ‘Account Sign In’ guidelines are only available in Baymard Premium — they are based on our large-scale Accounts & Self-Service UX research study, and outline the 6 elements necessary to create a high-performing ‘Account Sign In’ implementation.

Premium also shows you why ASOS and 59 other top e-commerce sites perform as they do, and allow you to self-audit your own sites to see how your UX performance stacks up against theirs — learn more.

Guideline #879 Adhered High · Score: 64.8

Guideline #882 Violated High · Score: -46.3

Guideline #889 Violated High · Score: -55.5

Guideline #890 Issue Resolved · Score: 37.0

Guideline #903 Issue Resolved · Score: 46.3

Guideline #926 Not Applicable · Score: 0.0

'Your Account': Addresses, Payments, & Newsletters: 13 guidelines · Score: -134.1

These 13 ‘'Your Account': Addresses, Payments, & Newsletters’ guidelines are only available in Baymard Premium — they are based on our large-scale Accounts & Self-Service UX research study, and outline the 13 elements necessary to create a high-performing ‘'Your Account': Addresses, Payments, & Newsletters’ implementation.

Premium also shows you why ASOS and 59 other top e-commerce sites perform as they do, and allow you to self-audit your own sites to see how your UX performance stacks up against theirs — learn more.

Guideline #864 Adhered Low · Score: 27.8

Guideline #888 Not Applicable · Score: 0.0

Guideline #891 Violated High · Score: -46.3

Guideline #893 Adhered High · Score: 46.3

Guideline #896 Issue Resolved · Score: 27.8

Guideline #902 Adhered Low · Score: 13.9

Guideline #904 Adhered High · Score: 18.5

Guideline #908 Violated High · Score: -46.3

Guideline #911 Violated High · Score: -46.3

Guideline #916 Violated High · Score: -46.3

Guideline #917 Violated Low · Score: -9.3

Guideline #918 Violated High · Score: -27.8

Guideline #919 Violated High · Score: -46.3

Orders & Order Tracking: 14 guidelines · Score: -83.3

These 14 ‘Orders & Order Tracking’ guidelines are only available in Baymard Premium — they are based on our large-scale Accounts & Self-Service UX research study, and outline the 14 elements necessary to create a high-performing ‘Orders & Order Tracking’ implementation.

Premium also shows you why ASOS and 59 other top e-commerce sites perform as they do, and allow you to self-audit your own sites to see how your UX performance stacks up against theirs — learn more.

Guideline #878 Violated High · Score: -37.0

Guideline #884 Violated High · Score: -18.5

Guideline #895 Issue Resolved · Score: 46.3

Guideline #905 Not Applicable · Score: 0.0

Guideline #906 Violated Low · Score: -23.1

Guideline #907 Violated High · Score: -46.3

Guideline #909 Violated High · Score: -46.3

Guideline #910 Adhered High · Score: 18.5

Guideline #912 Not Applicable · Score: 0.0

Guideline #913 Not Applicable · Score: 0.0

Guideline #914 Adhered High · Score: 46.3

Guideline #915 Violated High · Score: -27.8

Guideline #924 Violated Low · Score: -23.1

Guideline #925 Adhered High · Score: 27.8

Order Returns: 11 guidelines · Score: 9.3

These 11 ‘Order Returns’ guidelines are only available in Baymard Premium — they are based on our large-scale Accounts & Self-Service UX research study, and outline the 11 elements necessary to create a high-performing ‘Order Returns’ implementation.

Premium also shows you why ASOS and 59 other top e-commerce sites perform as they do, and allow you to self-audit your own sites to see how your UX performance stacks up against theirs — learn more.

Guideline #867 Violated High · Score: -46.3

Guideline #868 Violated High · Score: -46.3

Guideline #869 Adhered High · Score: 46.3

Guideline #894 Adhered High · Score: 74.0

Guideline #897 Adhered High · Score: 46.3

Guideline #898 Violated High · Score: -27.8

Guideline #899 Adhered High · Score: 27.8

Guideline #920 Violated Low · Score: -23.1

Guideline #921 Violated High · Score: -46.3

Guideline #922 Violated Low · Score: -23.1

Guideline #927 Issue Resolved · Score: 27.8

Account-Wide Navigation, Structure, & Information: 8 guidelines · Score: 171.1

‘State of the Art’

These 8 ‘Account-Wide Navigation, Structure, & Information’ guidelines are only available in Baymard Premium — they are based on our large-scale Accounts & Self-Service UX research study, and outline the 8 elements necessary to create a high-performing ‘Account-Wide Navigation, Structure, & Information’ implementation.

Premium also shows you why ASOS and 59 other top e-commerce sites perform as they do, and allow you to self-audit your own sites to see how your UX performance stacks up against theirs — learn more.

Guideline #875 Not Applicable · Score: 0.0

Guideline #880 Not Applicable · Score: 0.0

Guideline #881 Adhered High · Score: 46.3

Guideline #883 Adhered Low · Score: 32.4

Guideline #885 Not Applicable · Score: 0.0

Guideline #892 Adhered High · Score: 46.3

Guideline #901 Not Applicable · Score: 0.0

Guideline #923 Adhered High · Score: 46.3

All 60 sites were benchmarked across the 610 guidelines. During our evaluation, ASOS’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.

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



Industry Comparison: Apparel & Accessories

Overall ASOS ranks 13 when comparing their e-commerce UX performance against the 59 other major US e-commerce sites in the benchmark, and ranks 2 in the Apparel & Accessories industry.