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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. The main culprits of this are broken On-Site Search and poor Product Page performances.
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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. Some of Debenhams’ biggest product page usability issues are due to 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.
Poor
Acceptable
Good
Debenhams' E-Commerce UX: 434 guidelines · Comparative score: 382.9
Homepage & Category: 62 guidelines · Score: 776.8
Homepage: 15 guidelines · Score: 149.2
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 Debenhams 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: 33.2
Guideline #240 Adhered Low · Score: 11.8
Guideline #242 Issue Resolved · Score: 23.7
Guideline #248 Violated Low · Score: -11.8
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: 198.9
These 14 ‘Category Taxonomy’ guidelines are only available in Baymard Premium — they are based on our large-scale Homepage & Category UX research study, and outline the 14 elements necessary to create a high-performing ‘Category Taxonomy’ implementation.
Premium also shows you why Debenhams 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 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: 28.4
Guideline #259 Issue Resolved · Score: 37.9
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: 18.9
Guideline #277 Issue Resolved · Score: 18.9
Guideline #318 Adhered High · Score: 14.2
Main Navigation: 16 guidelines · Score: 225.0
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 Debenhams 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: 33.2
Guideline #294 Adhered High · Score: 37.9
Guideline #302 Adhered High · Score: 33.2
Guideline #289 Adhered Low · Score: 11.8
Guideline #288 Violated Low · Score: -14.2
Guideline #303 Not Applicable · Score: 0.0
Guideline #298 Issue Resolved · Score: 28.4
Guideline #291 Adhered High · Score: 23.7
Guideline #297 Adhered High · Score: 18.9
Guideline #256 Issue Resolved · Score: 23.7
Guideline #304 Issue Resolved · Score: 23.7
Guideline #305 Violated High · Score: -18.9
Guideline #296 Issue Resolved · Score: 18.9
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: 101.8
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 Debenhams 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 Adhered High · Score: 37.9
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: 11 guidelines · Score: 101.8
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 Debenhams 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 Violated Low · Score: -11.8
Guideline #258 Issue Resolved · Score: 37.9
Guideline #252 Adhered High · Score: 23.7
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 Adhered High · Score: 18.9
Guideline #940 Not Applicable · Score: 0.0
On-Site Search: 49 guidelines · Score: -63.8
Search Query Types: 12 guidelines · Score: -104.1
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 Debenhams 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: 53.7
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: -33.6
Guideline #398 Not Applicable · Score: 0.0
Search Form & Logic: 10 guidelines · Score: 40.3
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 Debenhams 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 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
These 7 ‘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 7 elements necessary to create a high-performing ‘Search Autocomplete’ implementation.
Premium also shows you why Debenhams 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: 40.3
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
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 Debenhams 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: -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
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 Debenhams 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: -33.6
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
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 Debenhams 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: 32.4
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
These 5 ‘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 5 elements necessary to create a high-performing ‘Loading Products’ implementation.
Premium also shows you why Debenhams 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 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
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 Debenhams 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: 43.1
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
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 Debenhams 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 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
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 Debenhams 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 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
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 Debenhams 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 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
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 Debenhams 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 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
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 Debenhams 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 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
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 Debenhams 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 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
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 Debenhams 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 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: 155.3
Product Page Layout: 8 guidelines · Score: 43.1
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 Debenhams 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 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
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 Debenhams 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 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
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 Debenhams 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 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
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 Debenhams 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 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
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 Debenhams 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 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
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 Debenhams 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 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
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 Debenhams 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 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
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 Debenhams 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 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
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 Debenhams 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 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
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 Debenhams 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 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: -27.6
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 Debenhams 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 Violated High · Score: -24.2
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: 19.0
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 Debenhams 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 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
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 Debenhams 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: -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
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 Debenhams 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 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
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 Debenhams 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 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
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 Debenhams 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: -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
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 Debenhams 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: 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
These 8 ‘Payment Flow & Methods (Incl. 3rd-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. 3rd-Party)’ implementation.
Premium also shows you why Debenhams 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 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
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 Debenhams 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 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
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 Debenhams 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 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
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 Debenhams 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: -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
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 Debenhams 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: 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
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 Debenhams 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: 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
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 Debenhams 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: 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
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 Debenhams 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: 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
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 Debenhams 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: 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
‘State of the Art’
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 Debenhams 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: 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
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 Debenhams 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: 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.
To read each guideline and review your own sites, you’ll need to get full access.
Debenhams’ Desktop E-Commerce Design
23 pages of Debenhams’ e-commerce site, marked up with 280 best practice examples
Homepage & Category
Homepage
Homepage & Category
Drop-Down Menu
Homepage & Category
Top-Level Navigation, Intermediary Category Page
Homepage & Category
Intermediary Category Page
On-Site Search
Search Field
On-Site Search
Autocomplete Suggestions
On-Site Search
Search Results Page
On-Site Search
No Results Page
Product Lists & Filtering
Product List: Category
Product Lists & Filtering
Product List: Search
Product Lists & Filtering
Sorting Tool
Product Lists & Filtering
Comparison Tool
Product Page
Product Page
Product Page
Product Page
Product Page
Image Gallery Overlay
Product Page
Video & 360-Views
Product Page
User Reviews Section
Cart & Checkout
Cart
Cart & Checkout
Account
Cart & Checkout
Shipping Address, Delivery & Shipping Methods
Cart & Checkout
Delivery & Shipping Methods
Cart & Checkout
Billing Address, Payment
Cart & Checkout
Order Confirmation
Show All 23 Desktop Designs
Industry Comparison: Mass Merchant
Overall Debenhams ranks 35 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.
Poor
Acceptable
Good
Explore Other Research Content
Every 2nd week, we publish a new article on how to build “state of the art” e-commerce experiences — here’s 5 popular ones:
Drop-Down Usability: When You Should (and Shouldn’t) Use Them
Format the ‘Expiration Date’ Fields Exactly the Same as the Physical Credit Card (90% Get It Wrong)
PDP UX: Core Product Content Is Overlooked in ‘Horizontal Tabs’ Layouts (Yet 28% of Sites Have This Layout)
Form Field Usability: Avoid Multi-Column Layouts (13% Get It Wrong)
Form Usability: Getting ‘Address Line 2’ Right
Want more? See all 235 articles
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