Benchmark Overview

GAP’s E-Commerce UX

This is a case study of GAP’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

GAP’s overall e-commerce UX performance is mediocre. GAP’s UX performance in particular suffers from usability issues caused by poor Cart & Checkout and On-Site Search.

GAP’s Homepage & Category performance is decent. For instance, GAP’s category experience has good Main Navigation yet suffers from poor Intermediary Category Pages.

GAP’s On-Site Search performance is poor. Some of Gap’s biggest on-site search usability issues are due to mediocre Search Query Types, Results Logic & Guidance, and Results Layout & Filtering.

GAP’s Product Lists & Filtering performance is mediocre. Notably, GAP’s product list performance is hampered by mediocre List Items: Interface & Hit Areas and List Items: Product Info & Thumbnails, although this is helped somewhat by good Filtering: Scope & Logic and Comparison Tool.

GAP’s Product Page performance is mediocre. Notably, GAP’s product page performance is hampered by mediocre Specifications Sheet and poor Product Page Layout, although this is helped somewhat by decent Product Images and Image Gallery UI.

GAP’s Cart & Checkout performance is poor. Gap’s checkout in particular suffers from usability issues caused by mediocre Order Review, mediocre Field Labels & Microcopy, and poor Gifting Flow & Features. That said, their checkout performs well within Shopping Cart & “Added to Cart” Behavior.

GAP’s Mobile E-Commerce performance is mediocre. Notably, Gap’s mobile performance is hampered by mediocre Mobile Shopping Cart, Cost & Account and poor Mobile Checkout Information, although this is helped somewhat by good Mobile Product Page Layouts and decent Mobile Product Lists.

Rank: 48 of 60

Usability Score: 355

URL: http://www.gap.com


Get Premium Research Access

Poor
Acceptable
Good

GAP's E-Commerce UX: 577 guidelines · Comparative score: 355.4

Homepage & Category: 61 guidelines · Score: 728.3

Homepage: 15 guidelines · Score: 147.1

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

Guideline #237 Adhered High · Score: 33.2

Guideline #240 Violated High · Score: -23.7

Guideline #242 Issue Resolved · Score: 23.7

Guideline #248 Adhered High · Score: 23.7

Guideline #235 Adhered High · Score: 14.2

Guideline #238 Adhered High · Score: 23.7

Guideline #236 Not Applicable · Score: 0.0

Guideline #246 Not Applicable · Score: 0.0

Guideline #249 Neutral · Score: 0.0

Guideline #245 Issue Resolved · Score: 23.7

Guideline #241 Adhered Low · Score: 7.1

Guideline #247 Not Applicable · Score: 0.0

Guideline #239 Adhered Low · Score: 7.1

Guideline #264 Neutral · Score: 0.0

Guideline #257 Adhered High · Score: 14.2

Category Taxonomy: 14 guidelines · Score: 196.9

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

Guideline #253 Adhered 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 Not Applicable · Score: 0.0

Guideline #268 Adhered High · Score: 28.5

Guideline #259 Adhered High · Score: 38.0

Guideline #282 Violated High · Score: -23.7

Guideline #286 Adhered High · Score: 23.7

Guideline #274 Not Applicable · Score: 0.0

Guideline #251 Adhered Low · Score: 11.9

Guideline #278 Adhered High · Score: 19.0

Guideline #277 Issue Resolved · Score: 19.0

Guideline #318 Issue Resolved · Score: 14.2

Main Navigation: 16 guidelines · Score: 258.6

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

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 Adhered High · Score: 28.5

Guideline #298 Issue Resolved · Score: 28.5

Guideline #291 Violated High · Score: -23.7

Guideline #297 Not Applicable · Score: 0.0

Guideline #256 Issue Resolved · Score: 23.7

Guideline #304 Issue Resolved · Score: 23.7

Guideline #305 Adhered High · Score: 19.0

Guideline #296 Issue Resolved · Score: 19.0

Guideline #299 Issue Resolved · Score: 14.2

Guideline #306 Issue Resolved · Score: 14.2

Guideline #300 Adhered High · Score: 9.5

Intermediary Category Pages: 6 guidelines · Score: 9.5

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

Guideline #307 Violated High · Score: -38.0

Guideline #309 Not Applicable · Score: 0.0

Guideline #308 Issue Resolved · Score: 23.7

Guideline #311 Not Applicable · Score: 0.0

Guideline #312 Issue Resolved · Score: 23.7

Guideline #310 Not Applicable · Score: 0.0

Site-Wide Layout: 10 guidelines · Score: 116.2

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

Guideline #279 Adhered High · Score: 23.7

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 Violated Low · Score: -7.1

Guideline #260 Adhered High · Score: 14.2

Guideline #255 Adhered High · Score: 9.5

Guideline #273 Not Applicable · Score: 0.0

On-Site Search: 49 guidelines · Score: 130.9

Search Query Types: 12 guidelines · Score: 3.4

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

Guideline #333 Adhered High · Score: 53.7

Guideline #334 Violated Low · Score: -26.9

Guideline #340 Adhered Low · Score: 16.8

Guideline #335 Violated High · Score: -33.6

Guideline #337 Not Applicable · Score: 0.0

Guideline #341 Not Applicable · Score: 0.0

Guideline #344 Not Applicable · Score: 0.0

Guideline #399 Violated High · Score: -33.6

Guideline #338 Not Applicable · Score: 0.0

Guideline #347 Not Applicable · Score: 0.0

Guideline #342 Adhered High · Score: 26.9

Guideline #398 Not Applicable · Score: 0.0

Search Form & Logic: 10 guidelines · Score: 147.7

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

Guideline #336 Not Applicable · Score: 0.0

Guideline #346 Violated High · Score: -40.3

Guideline #349 Issue Resolved · Score: 33.6

Guideline #407 Adhered 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 Adhered High · Score: 13.4

Guideline #352 Not Applicable · Score: 0.0

Search Autocomplete: 7 guidelines · Score: -60.4

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

Guideline #359 Violated High · Score: -40.3

Guideline #404 Not Applicable · Score: 0.0

Guideline #361 Violated High · Score: -20.1

Guideline #356 Not Applicable · Score: 0.0

Guideline #369 Not Applicable · Score: 0.0

Guideline #368 Not Applicable · Score: 0.0

Guideline #363 Not Applicable · Score: 0.0

Results Logic & Guidance: 8 guidelines · Score: 23.5

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

Guideline #358 Adhered Low · Score: 23.5

Guideline #362 Violated High · Score: -47.0

Guideline #370 Violated 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: 16.8

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

Guideline #382 Violated High · Score: -33.6

Guideline #379 Issue Resolved · Score: 53.7

Guideline #386 Adhered High · Score: 47.0

Guideline #381 Violated High · Score: -26.9

Guideline #377 Violated Low · Score: -16.8

Guideline #376 Adhered Low · Score: 26.9

Guideline #403 Violated High · Score: -47.0

Guideline #393 Violated High · Score: -33.6

Guideline #406 Not Applicable · Score: 0.0

Guideline #378 Issue Resolved · Score: 33.6

Guideline #401 Violated High · Score: -26.9

Guideline #402 Adhered High · Score: 40.3

Product Lists & Filtering: 94 guidelines · Score: 280.4

List Layout: 7 guidelines · Score: 2.7

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

Guideline #541 Not Applicable · Score: 0.0

Guideline #533 Adhered High · Score: 32.4

Guideline #531 Adhered Low · Score: 13.5

Guideline #537 Violated High · Score: -27.0

Guideline #535 Not Applicable · Score: 0.0

Guideline #536 Adhered High · Score: 21.6

Guideline #862 Violated High · Score: -37.7

Loading Products: 5 guidelines · Score: 16.2

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

Guideline #501 Violated Low · Score: -16.2

Guideline #502 Violated Low · Score: -16.2

Guideline #503 Adhered High · Score: 16.2

Guideline #504 Issue Resolved · Score: 32.4

Guideline #505 Not Applicable · Score: 0.0

List Items: Product Info & Thumbnails: 16 guidelines · Score: 53.9

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

Guideline #440 Violated High · Score: -43.1

Guideline #421 Not Applicable · Score: 0.0

Guideline #443 Adhered High · Score: 37.7

Guideline #446 Not Applicable · Score: 0.0

Guideline #422 Adhered High · Score: 32.4

Guideline #441 Not Applicable · Score: 0.0

Guideline #447 Not Applicable · Score: 0.0

Guideline #444 Not Applicable · Score: 0.0

Guideline #455 Not Applicable · Score: 0.0

Guideline #445 Not Applicable · Score: 0.0

Guideline #457 Not Applicable · Score: 0.0

Guideline #463 Not Applicable · Score: 0.0

Guideline #456 Adhered High · Score: 27.0

Guideline #458 Not Applicable · Score: 0.0

Guideline #459 Not Applicable · Score: 0.0

Guideline #462 Not Applicable · Score: 0.0

List Items: Interface & Hit Areas: 10 guidelines · Score: -5.4

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

Guideline #448 Not Applicable · Score: 0.0

Guideline #528 Not Applicable · Score: 0.0

Guideline #452 Adhered Low · Score: 13.5

Guideline #450 Violated High · Score: -27.0

Guideline #449 Not Applicable · Score: 0.0

Guideline #525 Violated Low · Score: -13.5

Guideline #527 Violated High · Score: -27.0

Guideline #529 Issue Resolved · Score: 32.4

Guideline #530 Adhered High · Score: 16.2

Guideline #526 Not Applicable · Score: 0.0

List Items: Personalization: 5 guidelines · Score: 5.4

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

Guideline #480 Not Applicable · Score: 0.0

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: 5.4

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

Guideline #409 Adhered High · Score: 43.1

Guideline #413 Violated High · Score: -37.7

Guideline #418 Not Applicable · Score: 0.0

Guideline #408 Not Applicable · Score: 0.0

Guideline #417 Not Applicable · Score: 0.0

Guideline #540 Not Applicable · Score: 0.0

Guideline #410 Not Applicable · Score: 0.0

Guideline #414 Violated High · Score: -27.0

Guideline #416 Adhered Low · Score: 13.5

Guideline #415 Adhered Low · Score: 13.5

Filtering: Scope & Logic: 14 guidelines · Score: 199.5

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

Guideline #424 Adhered High · Score: 37.7

Guideline #427 Adhered High · Score: 37.7

Guideline #433 Not Applicable · Score: 0.0

Guideline #423 Not Applicable · Score: 0.0

Guideline #430 Not Applicable · Score: 0.0

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 Adhered High · Score: 10.8

Guideline #488 Adhered High · Score: 27.0

Guideline #492 Neutral · Score: 0.0

Guideline #493 Adhered High · Score: 27.0

Guideline #486 Adhered High · Score: 27.0

Filtering: Interface & Layout: 11 guidelines · Score: 24.3

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

Guideline #468 Not Applicable · Score: 0.0

Guideline #474 Not Applicable · Score: 0.0

Guideline #470 Issue Resolved · Score: 37.7

Guideline #464 Adhered Low · Score: 13.5

Guideline #467 Violated High · Score: -27.0

Guideline #475 Neutral · Score: 0.0

Guideline #479 Neutral · Score: 0.0

Guideline #476 Violated High · Score: -27.0

Guideline #465 Adhered High · Score: 27.0

Guideline #471 Not Applicable · Score: 0.0

Guideline #472 Not Applicable · Score: 0.0

Sorting: 11 guidelines · Score: -59.3

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

Guideline #510 Not Applicable · Score: 0.0

Guideline #511 Violated High · Score: -37.7

Guideline #539 Not Applicable · Score: 0.0

Guideline #514 Not Applicable · Score: 0.0

Guideline #513 Not Applicable · Score: 0.0

Guideline #509 Not Applicable · Score: 0.0

Guideline #521 Not Applicable · Score: 0.0

Guideline #517 Violated High · Score: -21.6

Guideline #515 Not Applicable · Score: 0.0

Guideline #516 Not Applicable · Score: 0.0

Guideline #523 Not Applicable · Score: 0.0

Comparison Tool: 5 guidelines · Score: 37.7

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

Guideline #495 Issue Resolved · Score: 37.7

Guideline #496 Not Applicable · Score: 0.0

Guideline #497 Not Applicable · Score: 0.0

Guideline #499 Not Applicable · Score: 0.0

Guideline #498 Not Applicable · Score: 0.0

Product Page: 95 guidelines · Score: 412.5

Product Page Layout: 8 guidelines · Score: -10.4

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

Guideline #751 Violated High · Score: -24.2

Guideline #753 Not Applicable · Score: 0.0

Guideline #758 Not Applicable · Score: 0.0

Guideline #757 Not Applicable · Score: 0.0

Guideline #784 Not Applicable · Score: 0.0

Guideline #738 Violated High · Score: -20.7

Guideline #766 Adhered High · Score: 17.3

Guideline #846 Issue Resolved · Score: 17.3

Product Images: 9 guidelines · Score: 103.6

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

Guideline #740 Adhered High · Score: 27.6

Guideline #741 Adhered Low · Score: 12.1

Guideline #747 Adhered Low · Score: 12.1

Guideline #755 Adhered High · Score: 17.3

Guideline #744 Not Applicable · Score: 0.0

Guideline #745 Issue Resolved · Score: 17.3

Guideline #752 Not Applicable · Score: 0.0

Guideline #854 Not Applicable · Score: 0.0

Guideline #756 Adhered High · Score: 17.3

Image Gallery UI: 10 guidelines · Score: 98.4

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

Guideline #774 Adhered High · Score: 24.2

Guideline #771 Not Applicable · Score: 0.0

Guideline #776 Adhered High · Score: 24.2

Guideline #775 Adhered High · Score: 20.7

Guideline #779 Violated Low · Score: -8.6

Guideline #783 Issue Resolved · Score: 17.3

Guideline #781 Neutral · Score: 0.0

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: 25.9

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

Guideline #759 Adhered Low · Score: 8.6

Guideline #770 Adhered High · Score: 17.3

Guideline #760 Not Applicable · Score: 0.0

Guideline #761 Not Applicable · Score: 0.0

The 'Buy' Section: 9 guidelines · Score: 20.7

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

Guideline #791 Adhered High · Score: 17.3

Guideline #795 Not Applicable · Score: 0.0

Guideline #820 Violated High · Score: -24.2

Guideline #798 Issue Resolved · Score: 17.3

Guideline #817 Violated High · Score: -17.3

Guideline #792 Adhered High · Score: 17.3

Guideline #816 Issue Resolved · Score: 17.3

Guideline #793 Not Applicable · Score: 0.0

Guideline #789 Violated High · Score: -6.9

Shipping, Returns, and Gifting: 7 guidelines · Score: 32.8

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

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 Adhered High · Score: 10.4

Guideline #802 Violated High · Score: -10.4

Guideline #805 Not Applicable · Score: 0.0

Product Variations: 9 guidelines · Score: 48.3

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

Guideline #848 Adhered High · Score: 24.2

Guideline #853 Violated High · Score: -17.3

Guideline #849 Adhered High · Score: 17.3

Guideline #837 Adhered High · Score: 17.3

Guideline #851 Not Applicable · Score: 0.0

Guideline #800 Not Applicable · Score: 0.0

Guideline #850 Adhered High · Score: 6.9

Guideline #852 Adhered High · Score: 6.9

Guideline #856 Violated High · Score: -6.9

Product Descriptions: 7 guidelines · Score: 82.8

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

Guideline #841 Adhered High · Score: 24.2

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: 0.0

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

Guideline #858 Not Applicable · Score: 0.0

Guideline #840 Not Applicable · Score: 0.0

Guideline #835 Not Applicable · Score: 0.0

Guideline #839 Not Applicable · Score: 0.0

Guideline #857 Not Applicable · Score: 0.0

User Reviews: 13 guidelines · Score: 58.7

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

Guideline #739 Adhered High · Score: 24.2

Guideline #743 Adhered High · Score: 24.2

Guideline #750 Adhered Low · Score: 13.8

Guideline #749 Adhered High · Score: 20.7

Guideline #768 Violated High · Score: -17.3

Guideline #742 Violated High · Score: -17.3

Guideline #748 Adhered High · Score: 17.3

Guideline #785 Violated High · Score: -17.3

Guideline #767 Violated High · Score: -17.3

Guideline #765 Violated High · Score: -17.3

Guideline #746 Adhered High · Score: 17.3

Guideline #763 Adhered High · Score: 10.4

Guideline #786 Adhered High · Score: 17.3

Auxiliary Content: 5 guidelines · Score: -38.0

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

Guideline #807 Not Applicable · Score: 0.0

Guideline #788 Violated 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: -10.4

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

Guideline #810 Adhered High · Score: 17.3

Guideline #811 Violated High · Score: -24.2

Guideline #828 Violated High · Score: -17.3

Guideline #813 Adhered Low · Score: 8.6

Guideline #814 Violated Low · Score: -8.6

Guideline #812 Violated High · Score: -17.3

Guideline #821 Not Applicable · Score: 0.0

Guideline #819 Issue Resolved · Score: 20.7

Guideline #827 Adhered High · Score: 10.4

Cart & Checkout: 134 guidelines · Score: 164.5

Shopping Cart & “Added to Cart” Behavior: 10 guidelines · Score: 85.9

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

Guideline #601 Issue Resolved · Score: 14.6

Guideline #600 Adhered High · Score: 14.6

Guideline #602 Issue Resolved · Score: 14.6

Guideline #603 Issue Resolved · Score: 14.6

Guideline #732 Adhered Low · Score: 10.2

Guideline #620 Adhered High · Score: 14.6

Guideline #623 Violated Low · Score: -7.3

Guideline #622 Adhered High · Score: 14.6

Guideline #673 Adhered Low · Score: 7.3

Guideline #624 Violated High · Score: -11.6

Account Selection & Creation: 9 guidelines · Score: -49.5

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

Guideline #637 Adhered High · Score: 20.4

Guideline #652 Violated Low · Score: -10.2

Guideline #639 Not Applicable · Score: 0.0

Guideline #677 Violated High · Score: -20.4

Guideline #638 Violated High · Score: -14.6

Guideline #653 Violated High · Score: -14.6

Guideline #676 Violated High · Score: -14.6

Guideline #665 Not Applicable · Score: 0.0

Guideline #640 Adhered Low · Score: 4.4

Customer & Address Information: 12 guidelines · Score: 67.0

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

Guideline #731 Violated Low · Score: -10.2

Guideline #566 Adhered High · Score: 23.3

Guideline #567 Not Applicable · Score: 0.0

Guideline #565 Issue Resolved · Score: 20.4

Guideline #736 Adhered High · Score: 20.4

Guideline #561 Violated High · Score: -14.6

Guideline #558 Adhered High · Score: 14.6

Guideline #557 Violated Low · Score: -7.3

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: -10.2

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

Guideline #647 Violated High · Score: -8.7

Guideline #650 Adhered High · Score: 14.6

Guideline #646 Violated Low · Score: -7.3

Guideline #649 Not Applicable · Score: 0.0

Guideline #645 Violated High · Score: -8.7

Shipping & Store Pickup: 11 guidelines · Score: -34.9

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

Guideline #544 Adhered High · Score: 20.4

Guideline #547 Violated Low · Score: -8.7

Guideline #550 Adhered High · Score: 14.6

Guideline #543 Violated High · Score: -14.6

Guideline #548 Violated Low · Score: -5.8

Guideline #549 Adhered Low · Score: 2.9

Guideline #632 Violated High · Score: -14.6

Guideline #633 Violated High · Score: -14.6

Guideline #631 Violated Low · Score: -7.3

Guideline #634 Violated Low · Score: -7.3

Guideline #635 Not Applicable · Score: 0.0

Payment Flow & Methods (Incl. 3rd-Party): 8 guidelines · Score: -20.4

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

Guideline #590 Not Applicable · Score: 0.0

Guideline #671 Violated High · Score: -17.5

Guideline #617 Not Applicable · Score: 0.0

Guideline #615 Violated High · Score: -14.6

Guideline #616 Not Applicable · Score: 0.0

Guideline #672 Not Applicable · Score: 0.0

Guideline #586 Adhered High · Score: 11.6

Guideline #589 Not Applicable · Score: 0.0

Credit Card Form: 10 guidelines · Score: -26.2

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

Guideline #582 Violated High · Score: -20.4

Guideline #594 Violated High · Score: -20.4

Guideline #587 Violated High · Score: -20.4

Guideline #583 Issue Resolved · Score: 14.6

Guideline #588 Issue Resolved · Score: 14.6

Guideline #577 Not Applicable · Score: 0.0

Guideline #584 Violated Low · Score: -7.3

Guideline #591 Adhered High · Score: 11.6

Guideline #585 Violated Low · Score: -4.4

Guideline #664 Adhered High · Score: 5.8

Order Review: 5 guidelines · Score: -1.5

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

Guideline #552 Adhered High · Score: 20.4

Guideline #556 Violated High · Score: -17.5

Guideline #545 Adhered High · Score: 14.6

Guideline #551 Violated Low · Score: -7.3

Guideline #553 Violated High · Score: -11.6

Order Confirmation & E-Mail: 4 guidelines · Score: -8.7

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

Guideline #599 Violated High · Score: -14.6

Guideline #596 Violated High · Score: -11.6

Guideline #598 Adhered High · Score: 8.7

Guideline #597 Adhered High · Score: 8.7

Form & Page Design: 10 guidelines · Score: 39.3

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

Guideline #606 Adhered High · Score: 14.6

Guideline #611 Violated High · Score: -14.6

Guideline #687 Adhered High · Score: 11.6

Guideline #613 Violated Low · Score: -4.4

Guideline #607 Adhered High · Score: 8.7

Guideline #608 Violated High · Score: -8.7

Guideline #730 Violated 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: -17.5

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

Guideline #696 Issue Resolved · Score: 20.4

Guideline #707 Violated High · Score: -14.6

Guideline #609 Adhered High · Score: 14.6

Guideline #709 Violated High · Score: -14.6

Guideline #726 Issue Resolved · Score: 17.5

Guideline #714 Not Applicable · Score: 0.0

Guideline #727 Violated High · Score: -20.4

Guideline #713 Violated High · Score: -17.5

Guideline #657 Violated High · Score: -8.7

Guideline #699 Adhered High · Score: 5.8

Cross-Sells: 4 guidelines · Score: 49.5

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

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

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

Guideline #720 Adhered High · Score: 23.3

Guideline #723 Adhered High · Score: 23.3

Guideline #722 Violated High · Score: -20.4

Guideline #719 Adhered High · Score: 20.4

Guideline #721 Neutral · Score: 0.0

Guideline #718 Violated High · Score: -17.5

Guideline #625 Adhered High · Score: 17.5

Guideline #626 Adhered High · Score: 17.5

Guideline #627 Violated Low · Score: -4.4

Guideline #629 Not Applicable · Score: 0.0

Field Labels & Microcopy: 7 guidelines · Score: 17.5

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

Guideline #686 Violated Low · Score: -11.6

Guideline #683 Adhered High · Score: 20.4

Guideline #681 Adhered High · Score: 14.6

Guideline #685 Adhered High · Score: 11.6

Guideline #694 Violated High · Score: -14.6

Guideline #690 Violated High · Score: -11.6

Guideline #689 Adhered High · Score: 8.7

Field Design & Features: 8 guidelines · Score: -34.9

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

Guideline #674 Violated High · Score: -20.4

Guideline #659 Violated High · Score: -14.6

Guideline #669 Adhered High · Score: 14.6

Guideline #660 Violated High · Score: -14.6

Guideline #658 Violated High · Score: -8.7

Guideline #705 Not Applicable · Score: 0.0

Guideline #670 Neutral · Score: 0.0

Guideline #663 Issue Resolved · Score: 8.7

Default Values & Autocompletion: 8 guidelines · Score: 69.9

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

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 High · Score: -8.7

Guideline #618 Not Applicable · Score: 0.0

Guideline #571 Adhered High · Score: 8.7

Mobile E-Commerce: 144 guidelines · Score: 415.8

Mobile Homepage, Navigation, & Search: 12 guidelines · Score: -49.3

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

Guideline #209 Not Applicable · Score: 0.0

Guideline #116 Issue Resolved · Score: 31.5

Guideline #130 Adhered Low · Score: 11.8

Guideline #228 Adhered Low · Score: 9.9

Guideline #210 Violated High · Score: -27.6

Guideline #211 Violated High · Score: -31.5

Guideline #229 Violated High · Score: -27.6

Guideline #230 Violated High · Score: -27.6

Guideline #203 Violated High · Score: -23.6

Guideline #166 Not Applicable · Score: 0.0

Guideline #93 Adhered High · Score: 15.8

Guideline #91 Adhered High · Score: 19.7

Mobile Product Lists: 15 guidelines · Score: 84.7

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

Guideline #90 Adhered High · Score: 31.5

Guideline #89 Adhered Low · Score: 13.8

Guideline #79 Adhered High · Score: 23.6

Guideline #233 Violated High · Score: -19.7

Guideline #87 Adhered Low · Score: 9.9

Guideline #76 Adhered High · Score: 23.6

Guideline #80 Adhered High · Score: 19.7

Guideline #143 Violated High · Score: -19.7

Guideline #78 Not Applicable · Score: 0.0

Guideline #216 Not Applicable · Score: 0.0

Guideline #75 Neutral · Score: 0.0

Guideline #74 Adhered High · Score: 7.9

Guideline #158 Not Applicable · Score: 0.0

Guideline #162 Not Applicable · Score: 0.0

Guideline #102 Violated Low · Score: -5.9

Mobile Filtering & Sorting: 9 guidelines · Score: -11.8

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

Guideline #212 Violated High · Score: -27.6

Guideline #221 Neutral · Score: 0.0

Guideline #215 Not Applicable · Score: 0.0

Guideline #222 Adhered High · Score: 19.7

Guideline #68 Violated High · Score: -19.7

Guideline #232 Adhered High · Score: 19.7

Guideline #219 Violated High · Score: -15.8

Guideline #213 Neutral · Score: 0.0

Guideline #142 Adhered High · Score: 11.8

Mobile Product Page Layouts: 6 guidelines · Score: 70.9

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

Guideline #111 Adhered High · Score: 27.6

Guideline #144 Adhered High · Score: 23.6

Guideline #154 Violated Low · Score: -9.9

Guideline #149 Violated Low · Score: -9.9

Guideline #234 Issue Resolved · Score: 19.7

Guideline #176 Adhered High · Score: 19.7

Mobile Product Descriptions, Specs, & Images: 13 guidelines · Score: 110.3

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

Guideline #159 Not Applicable · Score: 0.0

Guideline #169 Violated High · Score: -15.8

Guideline #77 Not Applicable · Score: 0.0

Guideline #109 Adhered High · Score: 31.5

Guideline #110 Adhered High · Score: 27.6

Guideline #113 Adhered High · Score: 27.6

Guideline #112 Violated High · Score: -15.8

Guideline #114 Adhered High · Score: 7.9

Guideline #148 Adhered High · Score: 27.6

Guideline #133 Adhered High · Score: 19.7

Guideline #134 Not Applicable · Score: 0.0

Guideline #164 Not Applicable · Score: 0.0

Guideline #163 Not Applicable · Score: 0.0

Mobile Shopping Cart, Cost & Account: 10 guidelines · Score: 17.7

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

Guideline #208 Adhered Low · Score: 9.9

Guideline #140 Issue Resolved · Score: 11.8

Guideline #104 Adhered Low · Score: 15.8

Guideline #103 Not Applicable · Score: 0.0

Guideline #107 Not Applicable · Score: 0.0

Guideline #106 Not Applicable · Score: 0.0

Guideline #127 Violated High · Score: -19.7

Guideline #179 Adhered High · Score: 27.6

Guideline #180 Violated High · Score: -27.6

Guideline #185 Not Applicable · Score: 0.0

Mobile Checkout Information: 15 guidelines · Score: 13.8

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

Guideline #120 Not Applicable · Score: 0.0

Guideline #108 Adhered High · Score: 27.6

Guideline #168 Violated High · Score: -23.6

Guideline #167 Violated High · Score: -23.6

Guideline #139 Violated High · Score: -23.6

Guideline #150 Not Applicable · Score: 0.0

Guideline #205 Adhered High · Score: 19.7

Guideline #118 Adhered High · Score: 19.7

Guideline #194 Adhered High · Score: 19.7

Guideline #192 Violated High · Score: -7.9

Guideline #196 Violated High · Score: -7.9

Guideline #182 Adhered High · Score: 11.8

Guideline #193 Violated High · Score: -11.8

Guideline #161 Adhered Low · Score: 7.9

Guideline #191 Adhered Low · Score: 5.9

Mobile Form Field Usability: 18 guidelines · Score: 92.6

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

Guideline #186 Adhered High · Score: 27.6

Guideline #190 Adhered High · Score: 23.6

Guideline #121 Adhered High · Score: 19.7

Guideline #183 Adhered High · Score: 27.6

Guideline #189 Not Applicable · Score: 0.0

Guideline #128 Violated High · Score: -15.8

Guideline #187 Adhered High · Score: 7.9

Guideline #165 Adhered High · Score: 7.9

Guideline #181 Not Applicable · Score: 0.0

Guideline #197 Not Applicable · Score: 0.0

Guideline #155 Violated Low · Score: -15.8

Guideline #156 Adhered High · Score: 31.5

Guideline #160 Adhered High · Score: 27.6

Guideline #157 Violated High · Score: -23.6

Guideline #145 Violated High · Score: -23.6

Guideline #171 Violated Low · Score: -9.9

Guideline #184 Adhered High · Score: 15.8

Guideline #220 Violated High · Score: -7.9

Touch Keyboards: 5 guidelines · Score: 31.5

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

Guideline #71 Violated High · Score: -23.6

Guideline #65 Adhered High · Score: 23.6

Guideline #69 Adhered High · Score: 15.8

Guideline #70 Adhered High · Score: 7.9

Guideline #66 Adhered High · Score: 7.9

Mobile Validation Errors: 7 guidelines · Score: 55.2

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

Guideline #119 Adhered High · Score: 27.6

Guideline #224 Violated High · Score: -31.5

Guideline #226 Adhered High · Score: 23.6

Guideline #225 Adhered High · Score: 19.7

Guideline #223 Adhered High · Score: 15.8

Guideline #227 Not Applicable · Score: 0.0

Guideline #175 Not Applicable · Score: 0.0

All 60 sites were benchmarked across the 610 guidelines. During our evaluation, GAP’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.




Industry Comparison: Apparel & Accessories

Overall GAP ranks 48 when comparing their e-commerce UX performance against the 59 other major US e-commerce sites in the benchmark, and ranks 13 in the Apparel & Accessories industry.