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Eddie Bauer’s E-Commerce UX

This is a case study of Eddie Bauer’s e-commerce user experience (UX) performance. It’s based on a full-performance review of more than 550 design elements. 59 other sites have also been benchmarked for a complete picture of the e-commerce UX landscape

Eddie Bauer’s Cart & Checkout performance is decent. It is especially a state of the art Copywriting, state of the art Layout, and good Navigation that helps Eddie Bauer’s checkout UX. Do, however, watch out for their broken Data Input performance.

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Poor

Acceptable

Good

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

Premium also shows you why Eddie Bauer 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 #1 Adhered High · Score: 60.9

Guideline #2 Violated High · Score: -45.7

Guideline #3 Violated Low · Score: -22.8

Guideline #4 Adhered High · Score: 45.7

Guideline #5 Violated Low · Score: -15.2

Guideline #6 Violated High · Score: -30.5

Guideline #7 Violated High · Score: -15.2

Guideline #8 Issue Resolved · Score: 22.8

Guideline #9 Violated High · Score: -22.8

Guideline #10 Issue Resolved · Score: 22.8

Guideline #11 Violated High · Score: -15.2

Guideline #12 Adhered High · Score: 15.2

Guideline #13 Not Applicable · Score: 0.0

Guideline #14 Issue Resolved · Score: 15.2

Guideline #15 Adhered High · Score: 15.2

‘State of the Art’

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

Guideline #16 Adhered Low · Score: 30.5

Guideline #17 Adhered Low · Score: 22.8

Guideline #18 Issue Resolved · Score: 45.7

Guideline #19 Adhered Low · Score: 19.0

Guideline #20 Adhered Low · Score: 19.0

Guideline #21 Adhered High · Score: 30.5

Guideline #22 Adhered High · Score: 15.2

Guideline #23 Violated High · Score: -15.2

‘State of the Art’

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

Guideline #24 Adhered Low · Score: 26.6

Guideline #25 Adhered Low · Score: 26.6

Guideline #26 Adhered High · Score: 53.3

Guideline #27 Adhered High · Score: 38.1

Guideline #29 Violated High · Score: -38.1

Guideline #30 Issue Resolved · Score: 38.1

Guideline #31 Adhered High · Score: 45.7

Guideline #32 Adhered Low · Score: 11.4

Guideline #33 Violated Low · Score: -11.4

Guideline #34 Adhered High · Score: 22.8

Guideline #35 Not Applicable · Score: 0.0

Guideline #36 Adhered High · Score: 15.2

Guideline #37 Violated High · Score: -15.2

Guideline #38 Adhered High · Score: 15.2

Guideline #39 Adhered Low · Score: 7.6

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

Guideline #40 Issue Resolved · Score: 45.7

Guideline #41 Adhered High · Score: 45.7

Guideline #42 Issue Resolved · Score: 45.7

Guideline #43 Violated High · Score: -38.1

Guideline #44 Neutral · Score: 0.0

Guideline #45 Adhered High · Score: 30.5

Guideline #46 Not Applicable · Score: 0.0

Guideline #47 Violated Low · Score: -7.6

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

Guideline #48 Adhered High · Score: 53.3

Guideline #49 Neutral · Score: 0.0

Guideline #50 Violated High · Score: -53.3

Guideline #51 Adhered Low · Score: 19.0

Guideline #52 Adhered Low · Score: 15.2

Guideline #53 Neutral · Score: 0.0

Guideline #54 Issue Resolved · Score: 30.5

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

Guideline #55 Adhered High · Score: 60.9

Guideline #56 Violated High · Score: -60.9

Guideline #57 Adhered High · Score: 38.1

Guideline #58 Adhered High · Score: 38.1

Guideline #59 Violated High · Score: -38.1

Guideline #60 Issue Resolved · Score: 38.1

Guideline #61 Issue Resolved · Score: 38.1

Guideline #62 Issue Resolved · Score: 30.5

Guideline #63 Not Applicable · Score: 0.0

Guideline #64 Violated High · Score: -15.2

All 60 sites were benchmarked across the 610 guidelines. During our evaluation, Eddie Bauer’s e-commerce site adhered to 342 usability guidelines, violated 213, and scored neutral on 87 occasions, while a remaining 34 guidelines weren’t applicable.

See methodology to read up on the evaluation criteria and scoring algorithm.

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

Eddie Bauer’s Desktop E-Commerce Design

5 pages of Eddie Bauer’s e-commerce site, marked up with 27 best practice examples

Cart & Checkout

Cart

Cart & Checkout

Account

Cart & Checkout

Shipping address, Billing address

Cart & Checkout

Delivery options

Cart & Checkout

Payment, Order review

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

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