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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. 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.
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
Guidelines are only available in Baymard Premium — get full access today.
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
‘State of the Art’
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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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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 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.
Poor
Acceptable
Good
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