Benchmark Overview

Debenhams’ E-Commerce UX

This is a case study of Debenhams’ 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

Debenhams’ overall e-commerce UX performance is mediocre. This is in large part due to broken On-Site Search and poor Product Page.

Debenhams’ Homepage & Category performance is decent. Notably, Debenhams’ category experience has good Intermediary Category Pages.

Debenhams’ On-Site Search performance is broken. Some of Debenhams’ biggest on-site search usability issues are due to poor Search Form & Logic, broken Search Query Types, and broken Results Layout & Filtering.

Debenhams’ Product Lists & Filtering performance is acceptable. Notably, Debenhams’ product list performance is hampered by poor Loading Products and broken Sorting, although this is helped somewhat by good List Items: Personalization and List Layout.

Debenhams’ Product Page performance is poor. Debenhams’ product page experience in particular suffers from usability issues caused by mediocre Product Video & 360-View, mediocre Product Descriptions, and poor Cross-Sells & Cross-Navigation.

Debenhams’ Cart & Checkout performance is decent. For instance, Debenhams’ checkout has state of the art Field Design & Features and good Cross-Sells yet suffers from mediocre Credit Card Form and Shopping Cart & “Added to Cart” Behavior.

Rank: 42 of 60

Usability Score: 386

URL: debenhams.com


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Poor
Acceptable
Good

Debenhams' E-Commerce UX: 433 guidelines · Comparative score: 385.9

Homepage & Category: 61 guidelines · Score: 778.1

Homepage: 15 guidelines · Score: 149.5

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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 Violated Low · Score: -11.9

Guideline #235 Adhered Low · Score: 7.1

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 Issue Resolved · Score: 23.7

Guideline #241 Adhered High · Score: 14.2

Guideline #247 Not Applicable · Score: 0.0

Guideline #239 Violated High · Score: -14.2

Guideline #264 Adhered High · Score: 9.5

Guideline #257 Adhered High · Score: 14.2

Category Taxonomy: 14 guidelines · Score: 199.3

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Guideline #253 Violated High · Score: -33.2

Guideline #261 Adhered High · Score: 23.7

Guideline #263 Adhered High · Score: 33.2

Guideline #266 Violated High · Score: -23.7

Guideline #267 Adhered High · Score: 33.2

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 Not Applicable · Score: 0.0

Guideline #278 Adhered High · Score: 19.0

Guideline #277 Issue Resolved · Score: 19.0

Guideline #318 Adhered High · Score: 14.2

Main Navigation: 16 guidelines · Score: 225.4

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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 Low · Score: 11.9

Guideline #288 Violated Low · Score: -14.2

Guideline #303 Not Applicable · Score: 0.0

Guideline #298 Issue Resolved · Score: 28.5

Guideline #291 Adhered High · Score: 23.7

Guideline #297 Adhered High · Score: 19.0

Guideline #256 Issue Resolved · Score: 23.7

Guideline #304 Issue Resolved · Score: 23.7

Guideline #305 Violated High · Score: -19.0

Guideline #296 Issue Resolved · Score: 19.0

Guideline #299 Issue Resolved · Score: 14.2

Guideline #306 Not Applicable · Score: 0.0

Guideline #300 Violated High · Score: -9.5

Intermediary Category Pages: 6 guidelines · Score: 102.0

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Guideline #307 Adhered High · Score: 38.0

Guideline #309 Adhered Low · Score: 16.6

Guideline #308 Issue Resolved · Score: 23.7

Guideline #311 Adhered High · Score: 23.7

Guideline #312 Not Applicable · Score: 0.0

Guideline #310 Not Applicable · Score: 0.0

Site-Wide Layout: 10 guidelines · Score: 102.0

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Guideline #279 Violated Low · Score: -11.9

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 Adhered High · Score: 19.0

On-Site Search: 49 guidelines · Score: -57.1

Search Query Types: 12 guidelines · Score: -97.4

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Guideline #333 Adhered High · Score: 53.7

Guideline #334 Violated Low · Score: -26.9

Guideline #340 Neutral · Score: 0.0

Guideline #335 Violated Low · Score: -16.8

Guideline #337 Not Applicable · Score: 0.0

Guideline #341 Not Applicable · Score: 0.0

Guideline #344 Violated 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 Violated High · Score: -26.9

Guideline #398 Not Applicable · Score: 0.0

Search Form & Logic: 10 guidelines · Score: 40.3

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Guideline #336 Not Applicable · Score: 0.0

Guideline #346 Violated High · Score: -40.3

Guideline #349 Issue Resolved · Score: 33.6

Guideline #407 Violated 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 Not Applicable · Score: 0.0

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 Adhered Low · Score: 20.1

Guideline #361 Adhered High · Score: 20.1

Guideline #356 Issue Resolved · Score: 33.6

Guideline #369 Adhered High · Score: 40.3

Guideline #368 Violated High · Score: -33.6

Guideline #363 Violated High · Score: -26.9

Results Logic & Guidance: 8 guidelines · Score: 57.1

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Guideline #358 Violated High · Score: -47.0

Guideline #362 Violated Low · Score: -23.5

Guideline #370 Adhered High · Score: 40.3

Guideline #367 Not Applicable · Score: 0.0

Guideline #355 Adhered High · Score: 20.1

Guideline #394 Issue Resolved · Score: 33.6

Guideline #365 Issue Resolved · Score: 33.6

Guideline #371 Not Applicable · Score: 0.0

Results Layout & Filtering: 12 guidelines · Score: -151.1

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Guideline #382 Violated High · Score: -33.6

Guideline #379 Violated High · Score: -53.7

Guideline #386 Issue Resolved · Score: 47.0

Guideline #381 Neutral · Score: 0.0

Guideline #377 Neutral · Score: 0.0

Guideline #376 Violated High · Score: -53.7

Guideline #403 Violated Low · Score: -23.5

Guideline #393 Violated High · Score: -33.6

Guideline #406 Not Applicable · Score: 0.0

Guideline #378 Neutral · Score: 0.0

Guideline #401 Not Applicable · Score: 0.0

Guideline #402 Not Applicable · Score: 0.0

Product Lists & Filtering: 94 guidelines · Score: 369.4

List Layout: 7 guidelines · Score: 110.5

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Guideline #541 Not Applicable · Score: 0.0

Guideline #533 Adhered High · Score: 32.4

Guideline #531 Adhered Low · Score: 13.5

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: -32.4

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Guideline #501 Violated High · Score: -32.4

Guideline #502 Violated Low · Score: -16.2

Guideline #503 Violated High · Score: -16.2

Guideline #504 Adhered High · Score: 32.4

Guideline #505 Not Applicable · Score: 0.0

List Items: Product Info & Thumbnails: 16 guidelines · Score: 126.7

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Guideline #440 Adhered High · Score: 43.1

Guideline #421 Not Applicable · Score: 0.0

Guideline #443 Adhered High · Score: 37.7

Guideline #446 Violated High · Score: -32.4

Guideline #422 Adhered High · Score: 32.4

Guideline #441 Violated High · Score: -27.0

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 Low · Score: 13.5

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: 27.0

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Guideline #448 Adhered High · Score: 37.7

Guideline #528 Not Applicable · Score: 0.0

Guideline #452 Adhered High · Score: 27.0

Guideline #450 Violated High · Score: -27.0

Guideline #449 Adhered High · Score: 27.0

Guideline #525 Adhered Low · Score: 13.5

Guideline #527 Violated High · Score: -27.0

Guideline #529 Violated Low · Score: -16.2

Guideline #530 Violated Low · Score: -8.1

Guideline #526 Not Applicable · Score: 0.0

List Items: Personalization: 5 guidelines · Score: 43.1

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Guideline #480 Adhered High · Score: 37.7

Guideline #482 Adhered High · Score: 27.0

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: 64.7

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Guideline #409 Adhered High · Score: 43.1

Guideline #413 Violated High · Score: -37.7

Guideline #418 Adhered Low · Score: 18.9

Guideline #408 Adhered High · Score: 37.7

Guideline #417 Not Applicable · Score: 0.0

Guideline #540 Not Applicable · Score: 0.0

Guideline #410 Adhered Low · Score: 16.2

Guideline #414 Violated Low · Score: -13.5

Guideline #416 Adhered High · Score: 27.0

Guideline #415 Violated High · Score: -27.0

Filtering: Scope & Logic: 14 guidelines · Score: 89.0

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Guideline #424 Violated Low · Score: -18.9

Guideline #427 Adhered High · Score: 37.7

Guideline #433 Violated High · Score: -37.7

Guideline #423 Not Applicable · Score: 0.0

Guideline #430 Violated High · Score: -32.4

Guideline #428 Adhered High · Score: 21.6

Guideline #432 Not Applicable · Score: 0.0

Guideline #429 Adhered High · Score: 10.8

Guideline #436 Not Applicable · Score: 0.0

Guideline #439 Not Applicable · Score: 0.0

Guideline #488 Adhered High · Score: 27.0

Guideline #492 Adhered High · Score: 27.0

Guideline #493 Adhered High · Score: 27.0

Guideline #486 Adhered High · Score: 27.0

Filtering: Interface & Layout: 11 guidelines · Score: 83.6

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Guideline #468 Not Applicable · Score: 0.0

Guideline #474 Adhered High · Score: 32.4

Guideline #470 Adhered High · Score: 37.7

Guideline #464 Violated Low · Score: -13.5

Guideline #467 Adhered High · Score: 27.0

Guideline #475 Violated High · Score: -27.0

Guideline #479 Adhered High · Score: 27.0

Guideline #476 Not Applicable · Score: 0.0

Guideline #465 Issue Resolved · Score: 27.0

Guideline #471 Violated High · Score: -27.0

Guideline #472 Not Applicable · Score: 0.0

Sorting: 11 guidelines · Score: -53.9

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Guideline #510 Violated High · Score: -43.1

Guideline #511 Violated High · Score: -37.7

Guideline #539 Violated 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 Adhered High · Score: 27.0

Guideline #517 Violated High · Score: -21.6

Guideline #515 Adhered High · Score: 16.2

Guideline #516 Not Applicable · Score: 0.0

Guideline #523 Not Applicable · Score: 0.0

Comparison Tool: 5 guidelines · Score: -89.0

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Guideline #495 Violated Low · Score: -18.9

Guideline #496 Violated Low · Score: -13.5

Guideline #497 Violated Low · Score: -18.9

Guideline #499 Violated High · Score: -16.2

Guideline #498 Violated High · Score: -21.6

Product Page: 95 guidelines · Score: 162.2

Product Page Layout: 8 guidelines · Score: 43.1

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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 Low · Score: 10.4

Guideline #766 Adhered High · Score: 17.3

Guideline #846 Violated Low · Score: -8.6

Product Images: 9 guidelines · Score: 93.2

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Guideline #740 Adhered High · Score: 27.6

Guideline #741 Adhered High · Score: 24.2

Guideline #747 Adhered High · Score: 24.2

Guideline #755 Violated High · Score: -17.3

Guideline #744 Adhered High · Score: 17.3

Guideline #745 Adhered High · Score: 17.3

Guideline #752 Not Applicable · Score: 0.0

Guideline #854 Issue Resolved · Score: 17.3

Guideline #756 Violated High · Score: -17.3

Image Gallery UI: 10 guidelines · Score: 58.7

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Guideline #774 Adhered High · Score: 24.2

Guideline #771 Not Applicable · Score: 0.0

Guideline #776 Violated High · Score: -24.2

Guideline #775 Adhered High · Score: 20.7

Guideline #779 Adhered High · Score: 17.3

Guideline #783 Violated High · Score: -17.3

Guideline #781 Adhered 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: 1.7

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Guideline #759 Adhered High · Score: 17.3

Guideline #770 Violated Low · Score: -8.6

Guideline #760 Violated Low · Score: -6.9

Guideline #761 Not Applicable · Score: 0.0

The 'Buy' Section: 9 guidelines · Score: -70.8

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Guideline #791 Violated High · Score: -17.3

Guideline #795 Violated High · Score: -24.2

Guideline #820 Not Applicable · Score: 0.0

Guideline #798 Violated High · Score: -17.3

Guideline #817 Violated High · Score: -17.3

Guideline #792 Violated Low · Score: -8.6

Guideline #816 Adhered High · Score: 17.3

Guideline #793 Not Applicable · Score: 0.0

Guideline #789 Violated Low · Score: -3.5

Shipping, Returns, and Gifting: 7 guidelines · Score: 22.4

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Guideline #825 Adhered Low · Score: 8.6

Guideline #826 Adhered High · Score: 17.3

Guideline #803 Adhered High · Score: 24.2

Guideline #836 Violated High · Score: -17.3

Guideline #804 Not Applicable · Score: 0.0

Guideline #802 Violated High · Score: -10.4

Guideline #805 Not Applicable · Score: 0.0

Product Variations: 9 guidelines · Score: 58.7

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Guideline #848 Violated High · Score: -24.2

Guideline #853 Adhered High · Score: 17.3

Guideline #849 Adhered High · Score: 17.3

Guideline #837 Adhered High · Score: 17.3

Guideline #851 Adhered High · Score: 10.4

Guideline #800 Not Applicable · Score: 0.0

Guideline #850 Adhered High · Score: 6.9

Guideline #852 Adhered High · Score: 6.9

Guideline #856 Adhered High · Score: 6.9

Product Descriptions: 7 guidelines · Score: 46.6

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Guideline #841 Violated Low · Score: -12.1

Guideline #843 Adhered High · Score: 24.2

Guideline #861 Not Applicable · Score: 0.0

Guideline #860 Adhered High · Score: 17.3

Guideline #845 Not Applicable · Score: 0.0

Guideline #844 Adhered High · Score: 17.3

Guideline #847 Not Applicable · Score: 0.0

Specifications Sheet: 5 guidelines · Score: -34.5

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Guideline #858 Not Applicable · Score: 0.0

Guideline #840 Violated High · Score: -17.3

Guideline #835 Violated High · Score: -17.3

Guideline #839 Not Applicable · Score: 0.0

Guideline #857 Not Applicable · Score: 0.0

User Reviews: 13 guidelines · Score: -55.2

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Guideline #739 Adhered High · Score: 24.2

Guideline #743 Adhered High · Score: 24.2

Guideline #750 Violated High · Score: -27.6

Guideline #749 Not Applicable · Score: 0.0

Guideline #768 Violated Low · Score: -8.6

Guideline #742 Violated High · Score: -17.3

Guideline #748 Violated Low · Score: -8.6

Guideline #785 Violated High · Score: -17.3

Guideline #767 Violated High · Score: -17.3

Guideline #765 Violated High · Score: -17.3

Guideline #746 Violated High · Score: -17.3

Guideline #763 Adhered High · Score: 10.4

Guideline #786 Adhered High · Score: 17.3

Auxiliary Content: 5 guidelines · Score: -20.7

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Guideline #807 Violated High · Score: -24.2

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: 19.0

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Guideline #810 Violated Low · Score: -8.6

Guideline #811 Violated Low · Score: -12.1

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 Neutral · Score: 0.0

Guideline #819 Issue Resolved · Score: 20.7

Guideline #827 Adhered High · Score: 10.4

Cart & Checkout: 134 guidelines · Score: 677.0

Shopping Cart & “Added to Cart” Behavior: 10 guidelines · Score: 18.9

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Guideline #601 Violated High · Score: -14.6

Guideline #600 Issue Resolved · Score: 14.6

Guideline #602 Issue Resolved · Score: 14.6

Guideline #603 Adhered High · Score: 14.6

Guideline #732 Violated High · Score: -20.4

Guideline #620 Adhered High · Score: 14.6

Guideline #623 Violated Low · Score: -7.3

Guideline #622 Adhered High · Score: 14.6

Guideline #673 Not Applicable · Score: 0.0

Guideline #624 Violated High · Score: -11.6

Account Selection & Creation: 9 guidelines · Score: 46.6

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Guideline #637 Adhered High · Score: 20.4

Guideline #652 Not Applicable · Score: 0.0

Guideline #639 Not Applicable · Score: 0.0

Guideline #677 Neutral · Score: 0.0

Guideline #638 Adhered Low · Score: 7.3

Guideline #653 Violated Low · Score: -7.3

Guideline #676 Adhered Low · Score: 7.3

Guideline #665 Adhered High · Score: 14.6

Guideline #640 Adhered Low · Score: 4.4

Customer & Address Information: 12 guidelines · Score: 78.6

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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 High · Score: -14.6

Guideline #560 Neutral · Score: 0.0

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: 53.9

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Guideline #544 Adhered High · Score: 20.4

Guideline #547 Adhered High · Score: 17.5

Guideline #550 Violated High · Score: -14.6

Guideline #543 Adhered Low · Score: 7.3

Guideline #548 Violated High · Score: -11.6

Guideline #549 Adhered High · Score: 5.8

Guideline #632 Adhered High · Score: 14.6

Guideline #633 Neutral · Score: 0.0

Guideline #631 Adhered Low · Score: 7.3

Guideline #634 Adhered Low · Score: 7.3

Guideline #635 Not Applicable · Score: 0.0

Payment Flow & Methods (Incl. 3rd-Party): 8 guidelines · Score: 2.9

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Guideline #590 Adhered High · Score: 14.6

Guideline #671 Violated High · Score: -17.5

Guideline #617 Not Applicable · Score: 0.0

Guideline #615 Neutral · Score: 0.0

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: 4.4

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Guideline #582 Violated High · Score: -20.4

Guideline #594 Violated High · Score: -20.4

Guideline #587 Adhered High · Score: 20.4

Guideline #583 Violated High · Score: -14.6

Guideline #588 Issue Resolved · Score: 14.6

Guideline #577 Violated Low · Score: -7.3

Guideline #584 Adhered High · Score: 14.6

Guideline #591 Adhered High · Score: 11.6

Guideline #585 Adhered High · Score: 8.7

Guideline #664 Violated Low · Score: -2.9

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: 14.6

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Guideline #599 Violated High · Score: -14.6

Guideline #596 Adhered High · Score: 11.6

Guideline #598 Adhered High · Score: 8.7

Guideline #597 Adhered High · Score: 8.7

Form & Page Design: 10 guidelines · Score: 85.9

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Guideline #606 Adhered High · Score: 14.6

Guideline #611 Violated Low · Score: -7.3

Guideline #687 Not Applicable · Score: 0.0

Guideline #613 Adhered High · 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 Low · Score: 7.3

Guideline #733 Adhered High · Score: 14.6

User Interactions & Distractions: 10 guidelines · Score: 96.1

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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 Not Applicable · Score: 0.0

Guideline #714 Not Applicable · Score: 0.0

Guideline #727 Neutral · Score: 0.0

Guideline #713 Adhered 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: 59.7

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Guideline #720 Adhered High · Score: 23.3

Guideline #723 Issue Resolved · Score: 23.3

Guideline #722 Adhered Low · Score: 10.2

Guideline #719 Adhered High · Score: 20.4

Guideline #721 Neutral · Score: 0.0

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: 56.8

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Guideline #686 Adhered High · Score: 23.3

Guideline #683 Adhered High · Score: 20.4

Guideline #681 Adhered High · Score: 14.6

Guideline #685 Violated High · Score: -11.6

Guideline #694 Adhered High · Score: 14.6

Guideline #690 Not Applicable · Score: 0.0

Guideline #689 Violated Low · Score: -4.4

Field Design & Features: 8 guidelines · Score: 74.3

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Guideline #674 Issue Resolved · Score: 20.4

Guideline #659 Adhered Low · Score: 7.3

Guideline #669 Adhered High · Score: 14.6

Guideline #660 Adhered High · Score: 14.6

Guideline #658 Violated High · Score: -8.7

Guideline #705 Adhered High · Score: 8.7

Guideline #670 Adhered High · Score: 8.7

Guideline #663 Issue Resolved · Score: 8.7

Default Values & Autocompletion: 8 guidelines · Score: 74.3

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Guideline #555 Adhered High · Score: 20.4

Guideline #554 Adhered High · Score: 17.5

Guideline #568 Issue Resolved · Score: 17.5

Guideline #576 Adhered High · Score: 14.6

Guideline #572 Not Applicable · Score: 0.0

Guideline #734 Violated Low · Score: -4.4

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, Debenhams’ 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: Mass Merchant

Overall Debenhams ranks 42 when comparing their e-commerce UX performance against the 59 other major US e-commerce sites in the benchmark, and ranks 12 in the Mass Merchant industry.