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 decent 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 good Product Page Layout and Product Video & 360-View yet suffers from mediocre Product Variations and Specifications Sheet.

ASOS’s Cart & Checkout performance is mediocre. Notably, ASOS’s checkout performance is hampered by mediocre Validation Errors & Data Persistence and poor Order Confirmation & E-Mail, although this is helped somewhat by state of the art Shopping Cart & “Added to Cart” Behavior and Form & Page Design.

Rank: 8 of 60

Usability Score: 594

URL: ASOS.co.uk


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Poor
Acceptable
Good

ASOS's E-Commerce UX: 433 guidelines · Comparative score: 594.0

Homepage & Category: 61 guidelines · Score: 982.1

Homepage: 15 guidelines · Score: 187.4

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Guideline #237 Adhered High · Score: 33.2

Guideline #240 Adhered Low · Score: 11.9

Guideline #242 Issue Resolved · Score: 23.7

Guideline #248 Adhered Low · Score: 11.9

Guideline #235 Adhered High · Score: 14.2

Guideline #238 Adhered High · Score: 23.7

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: 23.7

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: 14 guidelines · Score: 291.8

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Guideline #253 Adhered High · Score: 33.2

Guideline #261 Adhered High · Score: 23.7

Guideline #263 Adhered High · Score: 33.2

Guideline #266 Adhered High · Score: 23.7

Guideline #267 Not Applicable · Score: 0.0

Guideline #268 Adhered High · Score: 28.5

Guideline #259 Issue Resolved · Score: 38.0

Guideline #282 Adhered High · Score: 23.7

Guideline #286 Adhered High · Score: 23.7

Guideline #274 Not Applicable · Score: 0.0

Guideline #251 Adhered Low · Score: 11.9

Guideline #278 Adhered High · Score: 19.0

Guideline #277 Issue Resolved · Score: 19.0

Guideline #318 Issue Resolved · Score: 14.2

Main Navigation: 16 guidelines · Score: 282.3

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Guideline #287 Adhered High · Score: 33.2

Guideline #294 Adhered High · Score: 38.0

Guideline #302 Adhered High · Score: 33.2

Guideline #289 Adhered High · Score: 23.7

Guideline #288 Violated Low · Score: -14.2

Guideline #303 Adhered High · Score: 28.5

Guideline #298 Issue Resolved · Score: 28.5

Guideline #291 Violated Low · Score: -11.9

Guideline #297 Not Applicable · Score: 0.0

Guideline #256 Issue Resolved · Score: 23.7

Guideline #304 Adhered High · Score: 23.7

Guideline #305 Adhered High · Score: 19.0

Guideline #296 Issue Resolved · Score: 19.0

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: 102.0

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Guideline #307 Neutral · Score: 0.0

Guideline #309 Adhered Low · Score: 16.6

Guideline #308 Issue Resolved · Score: 23.7

Guideline #311 Adhered High · Score: 23.7

Guideline #312 Issue Resolved · Score: 23.7

Guideline #310 Adhered High · Score: 14.2

Site-Wide Layout: 10 guidelines · Score: 118.6

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Guideline #279 Adhered High · Score: 23.7

Guideline #258 Issue Resolved · Score: 38.0

Guideline #252 Adhered High · Score: 23.7

Guideline #250 Adhered High · Score: 19.0

Guideline #293 Violated High · Score: -19.0

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

On-Site Search: 49 guidelines · Score: 339.1

Search Query Types: 12 guidelines · Score: 164.5

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Guideline #333 Adhered High · Score: 53.7

Guideline #334 Adhered High · Score: 53.7

Guideline #340 Adhered High · Score: 33.6

Guideline #335 Violated Low · Score: -16.8

Guideline #337 Not Applicable · Score: 0.0

Guideline #341 Not Applicable · Score: 0.0

Guideline #344 Adhered High · Score: 47.0

Guideline #399 Violated High · Score: -33.6

Guideline #338 Not Applicable · Score: 0.0

Guideline #347 Not Applicable · Score: 0.0

Guideline #342 Adhered High · Score: 26.9

Guideline #398 Not Applicable · Score: 0.0

Search Form & Logic: 10 guidelines · Score: 120.9

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Guideline #336 Not Applicable · Score: 0.0

Guideline #346 Neutral · Score: 0.0

Guideline #349 Violated High · Score: -33.6

Guideline #407 Adhered High · Score: 47.0

Guideline #339 Issue Resolved · Score: 33.6

Guideline #343 Not Applicable · Score: 0.0

Guideline #351 Adhered High · Score: 33.6

Guideline #348 Adhered High · Score: 26.9

Guideline #350 Adhered High · Score: 13.4

Guideline #352 Not Applicable · Score: 0.0

Search Autocomplete: 7 guidelines · Score: 94.0

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Guideline #359 Adhered High · Score: 40.3

Guideline #404 Violated Low · Score: -20.1

Guideline #361 Violated High · Score: -20.1

Guideline #356 Issue Resolved · Score: 33.6

Guideline #369 Neutral · Score: 0.0

Guideline #368 Adhered High · Score: 33.6

Guideline #363 Adhered High · Score: 26.9

Results Logic & Guidance: 8 guidelines · Score: -114.2

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Guideline #358 Violated High · Score: -47.0

Guideline #362 Violated High · Score: -47.0

Guideline #370 Violated High · Score: -40.3

Guideline #367 Not Applicable · Score: 0.0

Guideline #355 Adhered High · Score: 20.1

Guideline #394 Violated High · Score: -33.6

Guideline #365 Issue Resolved · Score: 33.6

Guideline #371 Not Applicable · Score: 0.0

Results Layout & Filtering: 12 guidelines · Score: 73.9

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Guideline #382 Violated High · Score: -33.6

Guideline #379 Issue Resolved · Score: 53.7

Guideline #386 Issue Resolved · Score: 47.0

Guideline #381 Neutral · Score: 0.0

Guideline #377 Adhered High · Score: 33.6

Guideline #376 Adhered High · Score: 53.7

Guideline #403 Violated High · Score: -47.0

Guideline #393 Not Applicable · Score: 0.0

Guideline #406 Not Applicable · Score: 0.0

Guideline #378 Issue Resolved · Score: 33.6

Guideline #401 Violated High · Score: -26.9

Guideline #402 Violated High · Score: -40.3

Product Lists & Filtering: 94 guidelines · Score: 644.4

List Layout: 7 guidelines · Score: 124.0

‘State of the Art’

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Guideline #541 Not Applicable · Score: 0.0

Guideline #533 Adhered High · Score: 32.4

Guideline #531 Adhered High · Score: 27.0

Guideline #537 Adhered High · Score: 27.0

Guideline #535 Not Applicable · Score: 0.0

Guideline #536 Not Applicable · Score: 0.0

Guideline #862 Adhered High · Score: 37.7

Loading Products: 5 guidelines · Score: 97.1

‘State of the Art’

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Guideline #501 Adhered Low · Score: 16.2

Guideline #502 Adhered High · Score: 32.4

Guideline #503 Adhered High · Score: 16.2

Guideline #504 Issue Resolved · Score: 32.4

Guideline #505 Not Applicable · Score: 0.0

List Items: Product Info & Thumbnails: 16 guidelines · Score: 142.9

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Guideline #440 Adhered High · Score: 43.1

Guideline #421 Not Applicable · Score: 0.0

Guideline #443 Violated Low · Score: -18.9

Guideline #446 Not Applicable · Score: 0.0

Guideline #422 Adhered High · Score: 32.4

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: 37.7

Guideline #457 Not Applicable · Score: 0.0

Guideline #463 Not Applicable · Score: 0.0

Guideline #456 Adhered High · Score: 27.0

Guideline #458 Not Applicable · Score: 0.0

Guideline #459 Adhered High · Score: 21.6

Guideline #462 Not Applicable · Score: 0.0

List Items: Interface & Hit Areas: 10 guidelines · Score: 35.0

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Guideline #448 Not Applicable · Score: 0.0

Guideline #528 Not Applicable · Score: 0.0

Guideline #452 Adhered High · Score: 27.0

Guideline #450 Not Applicable · Score: 0.0

Guideline #449 Not Applicable · Score: 0.0

Guideline #525 Violated Low · Score: -13.5

Guideline #527 Violated High · Score: -27.0

Guideline #529 Issue Resolved · Score: 32.4

Guideline #530 Adhered High · Score: 16.2

Guideline #526 Not Applicable · Score: 0.0

List Items: Personalization: 5 guidelines · Score: -21.6

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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: -21.6

Filtering: Available Filters: 10 guidelines · Score: -24.3

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Guideline #409 Violated Low · Score: -21.6

Guideline #413 Adhered High · Score: 37.7

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: -27.0

Guideline #416 Adhered Low · Score: 13.5

Guideline #415 Violated High · Score: -27.0

Filtering: Scope & Logic: 14 guidelines · Score: 118.6

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Guideline #424 Adhered High · Score: 37.7

Guideline #427 Adhered High · Score: 37.7

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: 21.6

Guideline #432 Not Applicable · Score: 0.0

Guideline #429 Adhered High · Score: 10.8

Guideline #436 Adhered High · Score: 10.8

Guideline #439 Not Applicable · Score: 0.0

Guideline #488 Violated High · Score: -27.0

Guideline #492 Violated High · Score: -27.0

Guideline #493 Adhered High · Score: 27.0

Guideline #486 Adhered High · Score: 27.0

Filtering: Interface & Layout: 11 guidelines · Score: 102.5

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Guideline #468 Not Applicable · Score: 0.0

Guideline #474 Not Applicable · Score: 0.0

Guideline #470 Issue Resolved · Score: 37.7

Guideline #464 Adhered High · Score: 27.0

Guideline #467 Adhered High · Score: 27.0

Guideline #475 Not Applicable · Score: 0.0

Guideline #479 Neutral · Score: 0.0

Guideline #476 Adhered High · Score: 27.0

Guideline #465 Neutral · Score: 0.0

Guideline #471 Not Applicable · Score: 0.0

Guideline #472 Violated High · Score: -16.2

Sorting: 11 guidelines · Score: 32.4

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Guideline #510 Adhered Low · Score: 21.6

Guideline #511 Violated High · Score: -37.7

Guideline #539 Adhered High · Score: 21.6

Guideline #514 Adhered High · Score: 27.0

Guideline #513 Adhered High · Score: 27.0

Guideline #509 Violated High · Score: -27.0

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: 37.7

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Guideline #495 Issue Resolved · Score: 37.7

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: 585.1

Product Page Layout: 8 guidelines · Score: 79.4

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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

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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

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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

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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

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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

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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

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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

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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

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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

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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

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Guideline #807 Not Applicable · Score: 0.0

Guideline #788 Adhered High · Score: 20.7

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

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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: 419.3

Shopping Cart & “Added to Cart” Behavior: 10 guidelines · Score: 90.3

‘State of the Art’

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Guideline #601 Issue Resolved · Score: 14.6

Guideline #600 Issue Resolved · Score: 14.6

Guideline #602 Issue Resolved · Score: 14.6

Guideline #603 Issue Resolved · Score: 14.6

Guideline #732 Adhered High · Score: 20.4

Guideline #620 Adhered High · Score: 14.6

Guideline #623 Violated High · Score: -14.6

Guideline #622 Violated High · Score: -14.6

Guideline #673 Adhered High · Score: 14.6

Guideline #624 Adhered High · Score: 11.6

Account Selection & Creation: 9 guidelines · Score: -39.3

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Guideline #637 Violated High · Score: -20.4

Guideline #652 Not Applicable · Score: 0.0

Guideline #639 Violated Low · Score: -10.2

Guideline #677 Neutral · Score: 0.0

Guideline #638 Violated High · Score: -14.6

Guideline #653 Violated Low · Score: -7.3

Guideline #676 Adhered Low · Score: 7.3

Guideline #665 Adhered High · Score: 14.6

Guideline #640 Violated High · Score: -8.7

Customer & Address Information: 12 guidelines · Score: 81.5

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Guideline #731 Adhered High · Score: 20.4

Guideline #566 Adhered High · Score: 23.3

Guideline #567 Not Applicable · Score: 0.0

Guideline #565 Adhered High · Score: 20.4

Guideline #736 Violated High · Score: -20.4

Guideline #561 Issue Resolved · Score: 14.6

Guideline #558 Adhered High · Score: 14.6

Guideline #557 Violated Low · Score: -7.3

Guideline #560 Violated Low · Score: -4.4

Guideline #573 Adhered High · Score: 11.6

Guideline #562 Not Applicable · Score: 0.0

Guideline #564 Adhered High · Score: 8.7

Gifting Flow & Features: 5 guidelines · Score: -14.6

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Guideline #647 Not Applicable · Score: 0.0

Guideline #650 Violated High · Score: -14.6

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: 67.0

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Guideline #544 Adhered High · Score: 20.4

Guideline #547 Adhered High · Score: 17.5

Guideline #550 Adhered High · Score: 14.6

Guideline #543 Adhered High · Score: 14.6

Guideline #548 Violated Low · Score: -5.8

Guideline #549 Issue Resolved · Score: 5.8

Guideline #632 Not Applicable · Score: 0.0

Guideline #633 Not Applicable · Score: 0.0

Guideline #631 Not Applicable · Score: 0.0

Guideline #634 Not Applicable · Score: 0.0

Guideline #635 Not Applicable · Score: 0.0

Payment Flow & Methods (Incl. 3rd-Party): 8 guidelines · Score: 43.7

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Guideline #590 Adhered High · Score: 14.6

Guideline #671 Adhered Low · Score: 8.7

Guideline #617 Not Applicable · Score: 0.0

Guideline #615 Adhered High · Score: 14.6

Guideline #616 Not Applicable · Score: 0.0

Guideline #672 Not Applicable · Score: 0.0

Guideline #586 Adhered Low · Score: 5.8

Guideline #589 Not Applicable · Score: 0.0

Credit Card Form: 10 guidelines · Score: -56.8

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Guideline #582 Violated High · Score: -20.4

Guideline #594 Violated High · Score: -20.4

Guideline #587 Violated High · Score: -20.4

Guideline #583 Adhered Low · Score: 7.3

Guideline #588 Violated High · Score: -14.6

Guideline #577 Neutral · Score: 0.0

Guideline #584 Violated High · Score: -14.6

Guideline #591 Adhered High · Score: 11.6

Guideline #585 Adhered High · Score: 8.7

Guideline #664 Adhered High · Score: 5.8

Order Review: 5 guidelines · Score: -14.6

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Guideline #552 Not Applicable · Score: 0.0

Guideline #556 Not Applicable · Score: 0.0

Guideline #545 Not Applicable · Score: 0.0

Guideline #551 Violated High · Score: -14.6

Guideline #553 Not Applicable · Score: 0.0

Order Confirmation & E-Mail: 4 guidelines · Score: -2.9

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Guideline #599 Violated High · Score: -14.6

Guideline #596 Violated Low · Score: -5.8

Guideline #598 Adhered High · Score: 8.7

Guideline #597 Adhered High · Score: 8.7

Form & Page Design: 10 guidelines · Score: 97.5

‘State of the Art’

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Guideline #606 Adhered High · Score: 14.6

Guideline #611 Violated High · Score: -14.6

Guideline #687 Adhered High · Score: 11.6

Guideline #613 Issue Resolved · Score: 8.7

Guideline #607 Adhered High · Score: 8.7

Guideline #608 Adhered High · Score: 8.7

Guideline #730 Adhered Low · Score: 10.2

Guideline #679 Issue Resolved · Score: 20.4

Guideline #668 Adhered High · Score: 14.6

Guideline #733 Adhered High · Score: 14.6

User Interactions & Distractions: 10 guidelines · Score: 99.0

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Guideline #696 Issue Resolved · Score: 20.4

Guideline #707 Adhered High · Score: 14.6

Guideline #609 Adhered High · Score: 14.6

Guideline #709 Adhered High · Score: 14.6

Guideline #726 Issue Resolved · Score: 17.5

Guideline #714 Not Applicable · Score: 0.0

Guideline #727 Adhered High · Score: 20.4

Guideline #713 Violated High · Score: -17.5

Guideline #657 Adhered High · Score: 8.7

Guideline #699 Adhered High · Score: 5.8

Cross-Sells: 4 guidelines · Score: 49.5

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Guideline #581 Issue Resolved · Score: 20.4

Guideline #579 Issue Resolved · Score: 14.6

Guideline #580 Issue Resolved · Score: 14.6

Guideline #578 Not Applicable · Score: 0.0

Validation Errors & Data Persistence: 10 guidelines · Score: 11.6

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Guideline #720 Adhered High · Score: 23.3

Guideline #723 Adhered High · Score: 23.3

Guideline #722 Violated High · Score: -20.4

Guideline #719 Adhered High · Score: 20.4

Guideline #721 Violated High · Score: -17.5

Guideline #718 Violated High · Score: -17.5

Guideline #625 Not Applicable · Score: 0.0

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: 29.1

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Guideline #686 Violated Low · Score: -11.6

Guideline #683 Adhered High · Score: 20.4

Guideline #681 Adhered High · Score: 14.6

Guideline #685 Adhered High · Score: 11.6

Guideline #694 Violated High · Score: -14.6

Guideline #690 Not Applicable · Score: 0.0

Guideline #689 Adhered High · Score: 8.7

Field Design & Features: 8 guidelines · Score: 4.4

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Guideline #674 Violated Low · Score: -10.2

Guideline #659 Violated High · Score: -14.6

Guideline #669 Adhered High · Score: 14.6

Guideline #660 Adhered High · Score: 14.6

Guideline #658 Violated High · Score: -8.7

Guideline #705 Not Applicable · Score: 0.0

Guideline #670 Not Applicable · Score: 0.0

Guideline #663 Issue Resolved · Score: 8.7

Default Values & Autocompletion: 8 guidelines · Score: -26.2

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Guideline #555 Violated High · Score: -20.4

Guideline #554 Adhered High · Score: 17.5

Guideline #568 Violated High · Score: -17.5

Guideline #576 Violated High · Score: -14.6

Guideline #572 Not Applicable · Score: 0.0

Guideline #734 Not Applicable · Score: 0.0

Guideline #618 Not Applicable · Score: 0.0

Guideline #571 Adhered High · Score: 8.7

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.

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Industry Comparison: Apparel & Accessories

Overall ASOS ranks 8 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.