This is a case study of GAP’s e-commerce user experience (UX) performance. It’s based on an exhaustive performance review of 1064 design elements. 213 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. Their UX is especially thwarted by usability issues related to poor Customer Accounts, Homepage & Category, and On-Site Search performances.
First benchmarked in April 7, 2012, and reviewed 26 times since then, most recently December 16, 2022.
Overall UX Performance
1196 Guidelines · Performance:
458 Guidelines · Performance:
Homepage & Category
31 Guidelines · Performance:
46 Guidelines · Performance:
Product Lists & Filtering
85 Guidelines · Performance:
101 Guidelines · Performance:
Cart & Checkout
118 Guidelines · Performance:
38 Guidelines · Performance:
12 Guidelines · Performance:
Order Tracking & Returns
27 Guidelines · Performance:
374 Guidelines · Performance:
364 Guidelines · Performance:
To learn how we calculate our performance scores and read up on our evaluation criteria and scoring algorithm head over to our Methodology page.
The scatterplot you see above is the free version we make public to all our users. If you wish to dive deeper and learn about each guideline and even review your own site you’ll need to get premium access.
29 pages of GAP’s e-commerce site, marked up with 327 best practice examples:
20 pages of GAP’s e-commerce site, marked up with 268 best practice examples:
15 pages of GAP’s e-commerce site, marked up with 151 best practice examples:
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Every 2nd week, we publish a new article on how to build “state of the art” e-commerce experiences — here’s 5 popular ones:
See all 368 articles in the full public archive.