Benchmark Overview

Football Fanatics’ E-Commerce UX

This is a case study of Football Fanatics’ 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

Football Fanatics’ Cart & Checkout performance is mediocre. Notably, Football Fanatics’ checkout performance is hampered by broken Layout and Data Input, although this is helped somewhat by good Flow.

Poor
Acceptable
Good

Cart & Checkout: 63 guidelines · Score: 338.8

Data Input: 15 guidelines · Score: 22.8

Guidelines are only available in Baymard Premium — get full access today.

Guideline #1 Violated High · Score: -60.9

Guideline #2 Issue Resolved · Score: 45.7

Guideline #3 Violated Low · Score: -22.8

Guideline #4 Adhered High · Score: 45.7

Guideline #5 Adhered High · Score: 30.5

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 Violated Low · Score: -7.6

Copywriting: 8 guidelines · Score: 60.9

Guidelines are only available in Baymard Premium — get full access today.

Guideline #16 Violated High · Score: -60.9

Guideline #17 Adhered High · Score: 45.7

Guideline #18 Adhered Low · Score: 22.8

Guideline #19 Adhered Low · Score: 19.0

Guideline #20 Violated Low · Score: -19.0

Guideline #21 Adhered High · Score: 30.5

Guideline #22 Adhered High · Score: 15.2

Guideline #23 Adhered Low · Score: 7.6

Layout: 15 guidelines · Score: 15.2

Guidelines are only available in Baymard Premium — get full access today.

Guideline #24 Violated Low · Score: -26.6

Guideline #25 Adhered Low · Score: 26.6

Guideline #26 Neutral · Score: 0.0

Guideline #27 Violated High · Score: -38.1

Guideline #29 Neutral · Score: 0.0

Guideline #30 Issue Resolved · Score: 38.1

Guideline #31 Violated High · Score: -45.7

Guideline #32 Adhered High · Score: 22.8

Guideline #33 Adhered High · Score: 22.8

Guideline #34 Violated High · Score: -22.8

Guideline #35 Not Applicable · Score: 0.0

Guideline #36 Violated Low · Score: -7.6

Guideline #37 Adhered High · Score: 15.2

Guideline #38 Issue Resolved · Score: 15.2

Guideline #39 Adhered High · Score: 15.2

Navigation: 8 guidelines · Score: 38.1

Guidelines are only available in Baymard Premium — get full access today.

Guideline #40 Issue Resolved · Score: 45.7

Guideline #41 Violated High · Score: -45.7

Guideline #42 Issue Resolved · Score: 45.7

Guideline #43 Violated High · Score: -38.1

Guideline #44 Adhered Low · Score: 15.2

Guideline #45 Adhered High · Score: 30.5

Guideline #46 Violated High · Score: -22.8

Guideline #47 Adhered Low · Score: 7.6

Flow: 7 guidelines · Score: 110.4

Guidelines are only available in Baymard Premium — get full access today.

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 High · Score: 30.5

Guideline #53 Adhered High · Score: 30.5

Guideline #54 Issue Resolved · Score: 30.5

Focus: 10 guidelines · Score: 91.4

Guidelines are only available in Baymard Premium — get full access today.

Guideline #55 Adhered High · Score: 60.9

Guideline #56 Violated High · Score: -60.9

Guideline #57 Adhered High · Score: 38.1

Guideline #58 Not Applicable · Score: 0.0

Guideline #59 Violated High · Score: -38.1

Guideline #60 Adhered High · 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, Football Fanatics’ 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.


Football Fanatics’ Desktop E-Commerce Design

4 pages of Football Fanatics’ e-commerce site, marked up with 24 best practice examples