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Macy’s E-Commerce UX
This is a case study of Macy’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
Macy’s overall e-commerce UX performance is acceptable. The main culprits of this are mediocre Cart & Checkout, Mobile E-Commerce, and Product Page performances.
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Macy’s Homepage & Category performance is decent. For instance, Macy’s category experience has state of the art Homepage and good Main Navigation yet suffers from mediocre Site-Wide Layout and poor Intermediary Category Pages.
Macy’s On-Site Search performance is acceptable. For instance, Macy’s search experience has good Search Autocomplete and decent Search Form & Logic yet suffers from mediocre Results Layout & Filtering.
Macy’s Product Lists & Filtering performance is decent. Notably, Macy’s product listings have state of the art Filtering: Scope & Logic, good Comparison Tool, and decent Sorting.
Macy’s Product Page performance is mediocre. Macy’s product page experience is particularly thwarted by usability issues related to mediocre User Reviews, poor Auxiliary Content, and broken Cross-Sells & Cross-Navigation. That said, their product page experience performs great within Product Images.
Macy’s Cart & Checkout performance is mediocre. Macy’s checkout is particularly thwarted by usability issues related to mediocre Gifting Flow & Features, mediocre Customer & Address Information, and poor Validation Errors & Data Persistence. That said, their checkout performs great within Cross-Sells.
Macy’s Accounts & Self-Service performance is acceptable. Notably, Macy’s performance is hampered by mediocre Account Sign In and poor Account-Wide Navigation, Structure, & Information, although this is helped somewhat by decent Account Drop-Down.
Macy’s Mobile E-Commerce performance is mediocre. Macy’s mobile design in particular suffers from usability issues caused by poor Mobile Form Field Usability, Mobile Homepage, Navigation, & Search, and Mobile Validation Errors.
Poor
Acceptable
Good
Macy's E-Commerce UX: 643 guidelines · Comparative score: 438.9
Homepage & Category: 62 guidelines · Score: 764.9
Homepage: 15 guidelines · Score: 215.5
‘State of the Art’
Guidelines are only available in Baymard Premium — get full access today.
Guideline #237 Adhered High · Score: 33.2
Guideline #240 Neutral · Score: 0.0
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 Adhered High · Score: 14.2
Guideline #246 Adhered High · Score: 23.7
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 Low · Score: -7.1
Guideline #264 Neutral · Score: 0.0
Guideline #257 Adhered High · Score: 14.2
Category Taxonomy: 14 guidelines · Score: 213.1
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Guideline #253 Violated Low · Score: -16.6
Guideline #261 Adhered High · Score: 23.7
Guideline #263 Adhered High · Score: 33.2
Guideline #266 Adhered High · Score: 23.7
Guideline #267 Not Applicable · Score: 0.0
Guideline #268 Adhered High · Score: 28.4
Guideline #259 Adhered High · Score: 37.9
Guideline #282 Adhered High · Score: 23.7
Guideline #286 Adhered High · Score: 23.7
Guideline #274 Not Applicable · Score: 0.0
Guideline #251 Adhered Low · Score: 11.8
Guideline #278 Violated Low · Score: -9.5
Guideline #277 Adhered High · Score: 18.9
Guideline #318 Adhered High · Score: 14.2
Main Navigation: 16 guidelines · Score: 262.9
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Guideline #287 Adhered High · Score: 33.2
Guideline #294 Adhered High · Score: 37.9
Guideline #302 Adhered High · Score: 33.2
Guideline #289 Adhered High · Score: 23.7
Guideline #288 Violated Low · Score: -14.2
Guideline #303 Adhered High · Score: 28.4
Guideline #298 Issue Resolved · Score: 28.4
Guideline #291 Violated Low · Score: -11.8
Guideline #297 Violated High · Score: -18.9
Guideline #256 Issue Resolved · Score: 23.7
Guideline #304 Issue Resolved · Score: 23.7
Guideline #305 Adhered High · Score: 18.9
Guideline #296 Issue Resolved · Score: 18.9
Guideline #299 Issue Resolved · Score: 14.2
Guideline #306 Adhered High · Score: 14.2
Guideline #300 Adhered High · Score: 9.5
Intermediary Category Pages: 6 guidelines · Score: 9.5
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Guideline #307 Violated High · Score: -37.9
Guideline #309 Not Applicable · Score: 0.0
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: 11 guidelines · Score: 63.9
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Guideline #279 Violated Low · Score: -11.8
Guideline #258 Issue Resolved · Score: 37.9
Guideline #252 Adhered High · Score: 23.7
Guideline #250 Adhered High · Score: 18.9
Guideline #293 Violated High · Score: -18.9
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 Violated High · Score: -18.9
Guideline #940 Not Applicable · Score: 0.0
On-Site Search: 49 guidelines · Score: 564.1
Search Query Types: 12 guidelines · Score: 53.7
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Guideline #333 Adhered High · Score: 53.7
Guideline #334 Adhered High · Score: 53.7
Guideline #340 Adhered High · Score: 33.6
Guideline #335 Violated High · Score: -33.6
Guideline #337 Not Applicable · Score: 0.0
Guideline #341 Neutral · 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 Adhered High · Score: 26.9
Guideline #398 Not Applicable · Score: 0.0
Search Form & Logic: 10 guidelines · Score: 181.3
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Guideline #336 Not Applicable · Score: 0.0
Guideline #346 Adhered High · Score: 40.3
Guideline #349 Issue Resolved · Score: 33.6
Guideline #407 Neutral · Score: 0.0
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: 194.7
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Guideline #359 Adhered High · Score: 40.3
Guideline #404 Adhered High · Score: 40.3
Guideline #361 Violated High · Score: -20.1
Guideline #356 Issue Resolved · Score: 33.6
Guideline #369 Adhered High · Score: 40.3
Guideline #368 Adhered High · Score: 33.6
Guideline #363 Adhered High · Score: 26.9
Results Logic & Guidance: 8 guidelines · Score: 100.7
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Guideline #358 Adhered Low · Score: 23.5
Guideline #362 Neutral · Score: 0.0
Guideline #370 Neutral · Score: 0.0
Guideline #367 Not Applicable · Score: 0.0
Guideline #355 Adhered Low · Score: 10.1
Guideline #394 Issue Resolved · Score: 33.6
Guideline #365 Adhered High · Score: 33.6
Guideline #371 Not Applicable · Score: 0.0
Results Layout & Filtering: 12 guidelines · Score: 33.6
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Guideline #382 Violated High · Score: -33.6
Guideline #379 Violated High · Score: -53.7
Guideline #386 Adhered High · Score: 47.0
Guideline #381 Neutral · Score: 0.0
Guideline #377 Violated Low · Score: -16.8
Guideline #376 Adhered High · Score: 53.7
Guideline #403 Issue Resolved · Score: 47.0
Guideline #393 Violated High · Score: -33.6
Guideline #406 Violated Low · Score: -16.8
Guideline #378 Neutral · Score: 0.0
Guideline #401 Neutral · Score: 0.0
Guideline #402 Adhered High · Score: 40.3
Product Lists & Filtering: 94 guidelines · Score: 641.7
List Layout: 7 guidelines · Score: 56.6
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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 Violated 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: 0.0
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Guideline #501 Violated High · Score: -32.4
Guideline #502 Adhered High · Score: 32.4
Guideline #503 Violated High · Score: -16.2
Guideline #504 Neutral · Score: 0.0
Guideline #505 Adhered High · Score: 16.2
List Items: Product Info & Thumbnails: 16 guidelines · Score: 110.5
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Guideline #440 Adhered High · Score: 43.1
Guideline #421 Not Applicable · Score: 0.0
Guideline #443 Violated Low · Score: -18.9
Guideline #446 Violated High · Score: -32.4
Guideline #422 Adhered High · Score: 32.4
Guideline #441 Adhered 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 Violated Low · Score: -13.5
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: 43.1
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Guideline #448 Violated High · Score: -37.7
Guideline #528 Not Applicable · Score: 0.0
Guideline #452 Adhered Low · Score: 13.5
Guideline #450 Adhered High · Score: 27.0
Guideline #449 Adhered High · Score: 27.0
Guideline #525 Violated Low · Score: -13.5
Guideline #527 Adhered High · Score: 27.0
Guideline #529 Violated Low · Score: -16.2
Guideline #530 Adhered High · Score: 16.2
Guideline #526 Not Applicable · Score: 0.0
List Items: Personalization: 5 guidelines · Score: 5.4
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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: 53.9
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Guideline #409 Violated High · Score: -43.1
Guideline #413 Adhered High · Score: 37.7
Guideline #418 Not Applicable · Score: 0.0
Guideline #408 Adhered High · Score: 37.7
Guideline #417 Violated High · Score: -37.7
Guideline #540 Not Applicable · Score: 0.0
Guideline #410 Adhered High · Score: 32.4
Guideline #414 Adhered High · Score: 27.0
Guideline #416 Adhered High · Score: 27.0
Guideline #415 Violated High · Score: -27.0
Filtering: Scope & Logic: 14 guidelines · Score: 237.3
‘State of the Art’
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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 Adhered High · Score: 10.8
Guideline #439 Adhered High · Score: 10.8
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: 16.2
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Guideline #468 Not Applicable · Score: 0.0
Guideline #474 Not Applicable · Score: 0.0
Guideline #470 Violated High · Score: -37.7
Guideline #464 Violated Low · Score: -13.5
Guideline #467 Adhered High · Score: 27.0
Guideline #475 Violated Low · Score: -13.5
Guideline #479 Adhered High · Score: 27.0
Guideline #476 Not Applicable · Score: 0.0
Guideline #465 Issue Resolved · Score: 27.0
Guideline #471 Not Applicable · Score: 0.0
Guideline #472 Not Applicable · Score: 0.0
Sorting: 11 guidelines · Score: 80.9
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Guideline #510 Adhered Low · Score: 21.6
Guideline #511 Violated High · Score: -37.7
Guideline #539 Adhered 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 Adhered 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
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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: 296.9
Product Page Layout: 8 guidelines · Score: -34.5
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Guideline #751 Violated High · Score: -24.2
Guideline #753 Violated High · Score: -24.2
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: 153.6
‘State of the Art’
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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 Adhered High · Score: 17.3
Guideline #744 Adhered High · Score: 17.3
Guideline #745 Violated Low · Score: -8.6
Guideline #752 Adhered High · Score: 17.3
Guideline #854 Adhered High · Score: 17.3
Guideline #756 Adhered High · Score: 17.3
Image Gallery UI: 10 guidelines · Score: 77.7
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Guideline #774 Adhered High · Score: 24.2
Guideline #771 Not Applicable · Score: 0.0
Guideline #776 Violated Low · Score: -12.1
Guideline #775 Adhered High · Score: 20.7
Guideline #779 Adhered High · Score: 17.3
Guideline #783 Issue Resolved · Score: 17.3
Guideline #781 Neutral · Score: 0.0
Guideline #773 Neutral · Score: 0.0
Guideline #778 Not Applicable · Score: 0.0
Guideline #777 Adhered High · Score: 10.4
Product Video & 360-View: 4 guidelines · Score: 8.6
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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 Adhered High · Score: 6.9
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 Adhered High · Score: 17.3
Guideline #817 Violated High · Score: -17.3
Guideline #792 Violated High · Score: -17.3
Guideline #816 Violated Low · Score: -8.6
Guideline #793 Not Applicable · Score: 0.0
Guideline #789 Violated Low · Score: -3.5
Shipping, Returns, and Gifting: 7 guidelines · Score: 43.1
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Guideline #825 Violated Low · Score: -8.6
Guideline #826 Adhered High · Score: 17.3
Guideline #803 Adhered High · Score: 24.2
Guideline #836 Neutral · Score: 0.0
Guideline #804 Neutral · Score: 0.0
Guideline #802 Violated High · Score: -10.4
Guideline #805 Adhered High · Score: 20.7
Product Variations: 9 guidelines · Score: 93.2
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Guideline #848 Adhered 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 Low · Score: 3.5
Guideline #852 Not Applicable · Score: 0.0
Guideline #856 Adhered Low · Score: 3.5
Product Descriptions: 7 guidelines · Score: 91.5
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Guideline #841 Adhered High · Score: 24.2
Guideline #843 Adhered High · Score: 24.2
Guideline #861 Adhered Low · Score: 8.6
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: -5.2
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Guideline #739 Adhered High · Score: 24.2
Guideline #743 Violated High · Score: -24.2
Guideline #750 Adhered Low · Score: 13.8
Guideline #749 Violated High · Score: -20.7
Guideline #768 Violated Low · Score: -8.6
Guideline #742 Violated High · Score: -17.3
Guideline #748 Violated High · Score: -17.3
Guideline #785 Violated High · Score: -17.3
Guideline #767 Adhered High · Score: 17.3
Guideline #765 Adhered High · Score: 17.3
Guideline #746 Neutral · Score: 0.0
Guideline #763 Adhered High · Score: 10.4
Guideline #786 Adhered High · Score: 17.3
Auxiliary Content: 5 guidelines · Score: -27.6
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Guideline #807 Violated High · Score: -24.2
Guideline #788 Violated High · Score: -20.7
Guideline #787 Adhered 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: 1.7
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Guideline #810 Violated Low · Score: -8.6
Guideline #811 Violated Low · Score: -12.1
Guideline #828 Violated High · Score: -17.3
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: 269.3
Shopping Cart & “Added to Cart” Behavior: 10 guidelines · Score: 37.9
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Guideline #601 Issue Resolved · Score: 14.6
Guideline #600 Issue Resolved · Score: 14.6
Guideline #602 Adhered High · Score: 14.6
Guideline #603 Issue Resolved · Score: 14.6
Guideline #732 Adhered High · Score: 20.4
Guideline #620 Violated Low · Score: -7.3
Guideline #623 Violated Low · Score: -7.3
Guideline #622 Violated Low · Score: -7.3
Guideline #673 Violated Low · Score: -7.3
Guideline #624 Violated High · Score: -11.6
Account Selection & Creation: 9 guidelines · Score: 20.4
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Guideline #637 Adhered High · Score: 20.4
Guideline #652 Neutral · Score: 0.0
Guideline #639 Not Applicable · Score: 0.0
Guideline #677 Not Applicable · Score: 0.0
Guideline #638 Violated High · Score: -14.6
Guideline #653 Adhered High · Score: 14.6
Guideline #676 Not Applicable · Score: 0.0
Guideline #665 Not Applicable · Score: 0.0
Guideline #640 Not Applicable · Score: 0.0
Customer & Address Information: 12 guidelines · Score: 8.7
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Guideline #731 Violated Low · Score: -10.2
Guideline #566 Violated High · Score: -23.3
Guideline #567 Not Applicable · Score: 0.0
Guideline #565 Issue Resolved · Score: 20.4
Guideline #736 Issue Resolved · 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 Not Applicable · Score: 0.0
Guideline #573 Not Applicable · Score: 0.0
Guideline #562 Not Applicable · Score: 0.0
Guideline #564 Adhered High · Score: 8.7
Gifting Flow & Features: 5 guidelines · Score: -7.3
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Guideline #647 Not Applicable · Score: 0.0
Guideline #650 Adhered High · Score: 14.6
Guideline #646 Violated Low · Score: -7.3
Guideline #649 Violated High · Score: -14.6
Guideline #645 Not Applicable · Score: 0.0
Shipping & Store Pickup: 11 guidelines · Score: 18.9
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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 High · Score: -11.6
Guideline #549 Adhered Low · Score: 2.9
Guideline #632 Violated High · Score: -14.6
Guideline #633 Neutral · Score: 0.0
Guideline #631 Adhered High · Score: 14.6
Guideline #634 Adhered Low · Score: 7.3
Guideline #635 Adhered High · Score: 8.7
Payment Flow & Methods (Incl. 3rd-Party): 8 guidelines · Score: 23.3
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Guideline #590 Adhered High · Score: 14.6
Guideline #671 Adhered Low · Score: 8.7
Guideline #617 Not Applicable · Score: 0.0
Guideline #615 Not Applicable · Score: 0.0
Guideline #616 Not Applicable · Score: 0.0
Guideline #672 Adhered High · Score: 11.6
Guideline #586 Violated High · Score: -11.6
Guideline #589 Not Applicable · Score: 0.0
Credit Card Form: 10 guidelines · Score: -58.2
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Guideline #582 Violated High · Score: -20.4
Guideline #594 Violated High · Score: -20.4
Guideline #587 Violated High · Score: -20.4
Guideline #583 Adhered Low · Score: 7.3
Guideline #588 Issue Resolved · Score: 14.6
Guideline #577 Neutral · Score: 0.0
Guideline #584 Violated High · Score: -14.6
Guideline #591 Violated Low · Score: -5.8
Guideline #585 Violated Low · Score: -4.4
Guideline #664 Adhered High · Score: 5.8
Order Review: 5 guidelines · Score: -23.3
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Guideline #552 Violated High · Score: -20.4
Guideline #556 Adhered Low · Score: 8.7
Guideline #545 Adhered Low · Score: 7.3
Guideline #551 Violated Low · Score: -7.3
Guideline #553 Violated High · Score: -11.6
Order Confirmation & E-Mail: 4 guidelines · Score: -17.5
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Guideline #599 Violated Low · Score: -7.3
Guideline #596 Violated Low · Score: -5.8
Guideline #598 Violated High · Score: -8.7
Guideline #597 Adhered Low · Score: 4.4
Form & Page Design: 10 guidelines · Score: 45.1
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Guideline #606 Adhered High · Score: 14.6
Guideline #611 Violated High · Score: -14.6
Guideline #687 Adhered High · Score: 11.6
Guideline #613 Issue Resolved · Score: 8.7
Guideline #607 Adhered Low · Score: 4.4
Guideline #608 Adhered High · Score: 8.7
Guideline #730 Adhered Low · Score: 10.2
Guideline #679 Violated High · Score: -20.4
Guideline #668 Adhered Low · Score: 7.3
Guideline #733 Adhered High · Score: 14.6
User Interactions & Distractions: 10 guidelines · Score: 85.9
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Guideline #696 Adhered High · 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 Issue Resolved · Score: 17.5
Guideline #714 Not Applicable · Score: 0.0
Guideline #727 Adhered High · Score: 20.4
Guideline #713 Violated High · Score: -17.5
Guideline #657 Violated Low · Score: -4.4
Guideline #699 Adhered High · Score: 5.8
Cross-Sells: 4 guidelines · Score: 58.2
‘State of the Art’
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Guideline #581 Issue Resolved · Score: 20.4
Guideline #579 Adhered High · Score: 14.6
Guideline #580 Adhered High · Score: 14.6
Guideline #578 Adhered High · Score: 8.7
Validation Errors & Data Persistence: 10 guidelines · Score: 4.4
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Guideline #720 Adhered High · Score: 23.3
Guideline #723 Violated Low · Score: -11.6
Guideline #722 Violated 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: 29.1
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Guideline #686 Violated Low · Score: -11.6
Guideline #683 Adhered High · Score: 20.4
Guideline #681 Violated High · Score: -14.6
Guideline #685 Adhered High · Score: 11.6
Guideline #694 Adhered High · Score: 14.6
Guideline #690 Not Applicable · Score: 0.0
Guideline #689 Adhered High · Score: 8.7
Field Design & Features: 8 guidelines · Score: 61.1
Guidelines are only available in Baymard Premium — get full access today.
Guideline #674 Adhered High · Score: 20.4
Guideline #659 Adhered High · Score: 14.6
Guideline #669 Adhered High · Score: 14.6
Guideline #660 Violated High · Score: -14.6
Guideline #658 Adhered Low · Score: 4.4
Guideline #705 Adhered Low · Score: 4.4
Guideline #670 Adhered High · Score: 8.7
Guideline #663 Issue Resolved · Score: 8.7
Default Values & Autocompletion: 8 guidelines · Score: 2.9
Guidelines are only available in Baymard Premium — get full access today.
Guideline #555 Violated High · Score: -20.4
Guideline #554 Violated Low · Score: -8.7
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
Accounts & Self-Service: 65 guidelines · Score: 244.0
Account Drop-Down: 7 guidelines · Score: 66.1
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Guideline #871 Violated Low · Score: -25.4
Guideline #872 Adhered High · Score: 50.8
Guideline #876 Violated High · Score: -50.8
Guideline #877 Not Applicable · Score: 0.0
Guideline #886 Adhered High · Score: 61.0
Guideline #887 Neutral · Score: 0.0
Guideline #900 Adhered High · Score: 30.5
Account Dashboard: 6 guidelines · Score: -35.6
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Guideline #863 Violated Low · Score: -15.3
Guideline #865 Violated Low · Score: -30.5
Guideline #866 Adhered Low · Score: 25.4
Guideline #870 Adhered High · Score: 40.7
Guideline #873 Violated Low · Score: -15.3
Guideline #874 Violated High · Score: -40.7
Account Sign In: 6 guidelines · Score: 50.8
Guidelines are only available in Baymard Premium — get full access today.
Guideline #879 Adhered High · Score: 71.2
Guideline #882 Violated High · Score: -50.8
Guideline #889 Violated High · Score: -61.0
Guideline #890 Issue Resolved · Score: 40.7
Guideline #903 Adhered High · Score: 50.8
Guideline #926 Not Applicable · Score: 0.0
'Your Account': Addresses, Payments, & Newsletters: 13 guidelines · Score: 35.6
Guidelines are only available in Baymard Premium — get full access today.
Guideline #864 Adhered High · Score: 61.0
Guideline #888 Not Applicable · Score: 0.0
Guideline #891 Adhered High · Score: 50.8
Guideline #893 Adhered Low · Score: 25.4
Guideline #896 Violated High · Score: -30.5
Guideline #902 Violated High · Score: -30.5
Guideline #904 Adhered High · Score: 20.3
Guideline #908 Violated High · Score: -50.8
Guideline #911 Not Applicable · Score: 0.0
Guideline #916 Violated High · Score: -50.8
Guideline #917 Adhered High · Score: 20.3
Guideline #918 Violated High · Score: -30.5
Guideline #919 Adhered High · Score: 50.8
Orders & Order Tracking: 14 guidelines · Score: 96.6
Guidelines are only available in Baymard Premium — get full access today.
Guideline #878 Adhered Low · Score: 20.3
Guideline #884 Violated High · Score: -20.3
Guideline #895 Not Applicable · Score: 0.0
Guideline #905 Violated Low · Score: -15.3
Guideline #906 Violated Low · Score: -25.4
Guideline #907 Violated High · Score: -50.8
Guideline #909 Adhered High · Score: 50.8
Guideline #910 Adhered High · Score: 20.3
Guideline #912 Not Applicable · Score: 0.0
Guideline #913 Not Applicable · Score: 0.0
Guideline #914 Adhered High · Score: 50.8
Guideline #915 Adhered High · Score: 30.5
Guideline #924 Adhered High · Score: 50.8
Guideline #925 Violated Low · Score: -15.3
Order Returns: 11 guidelines · Score: 91.5
Guidelines are only available in Baymard Premium — get full access today.
Guideline #867 Neutral · Score: 0.0
Guideline #868 Adhered High · Score: 50.8
Guideline #869 Adhered Low · Score: 25.4
Guideline #894 Adhered Low · Score: 40.7
Guideline #897 Adhered High · Score: 50.8
Guideline #898 Adhered High · Score: 30.5
Guideline #899 Not Applicable · Score: 0.0
Guideline #920 Not Applicable · Score: 0.0
Guideline #921 Violated Low · Score: -25.4
Guideline #922 Violated High · Score: -50.8
Guideline #927 Violated High · Score: -30.5
Account-Wide Navigation, Structure, & Information: 8 guidelines · Score: -61.0
Guidelines are only available in Baymard Premium — get full access today.
Guideline #875 Violated High · Score: -30.5
Guideline #880 Adhered Low · Score: 10.2
Guideline #881 Violated Low · Score: -25.4
Guideline #883 Violated Low · Score: -35.6
Guideline #885 Not Applicable · Score: 0.0
Guideline #892 Violated High · Score: -50.8
Guideline #901 Adhered High · Score: 20.3
Guideline #923 Adhered High · Score: 50.8
Mobile E-Commerce: 144 guidelines · Score: 291.6
Mobile Homepage, Navigation, & Search: 12 guidelines · Score: -37.4
Guidelines are only available in Baymard Premium — get full access today.
Guideline #209 Violated Low · Score: -15.8
Guideline #116 Neutral · Score: 0.0
Guideline #130 Adhered High · Score: 23.6
Guideline #228 Violated High · Score: -19.7
Guideline #210 Adhered Low · Score: 13.8
Guideline #211 Violated High · Score: -31.5
Guideline #229 Adhered High · Score: 27.6
Guideline #230 Violated High · Score: -27.6
Guideline #203 Violated Low · Score: -11.8
Guideline #166 Not Applicable · Score: 0.0
Guideline #93 Violated High · Score: -15.8
Guideline #91 Adhered High · Score: 19.7
Mobile Product Lists: 15 guidelines · Score: 78.8
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 Adhered High · Score: 19.7
Guideline #87 Violated Low · Score: -9.9
Guideline #76 Adhered High · Score: 23.6
Guideline #80 Violated High · Score: -19.7
Guideline #143 Neutral · Score: 0.0
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 High · Score: -11.8
Mobile Filtering & Sorting: 9 guidelines · Score: 90.6
Guidelines are only available in Baymard Premium — get full access today.
Guideline #212 Adhered High · Score: 27.6
Guideline #221 Adhered High · Score: 27.6
Guideline #215 Adhered High · Score: 19.7
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: -59.1
Guidelines are only available in Baymard Premium — get full access today.
Guideline #111 Violated High · Score: -27.6
Guideline #144 Violated Low · Score: -11.8
Guideline #154 Violated Low · Score: -9.9
Guideline #149 Violated High · Score: -19.7
Guideline #234 Violated Low · Score: -9.9
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 Adhered Low · Score: 7.9
Guideline #77 Adhered High · Score: 11.8
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 Violated Low · Score: -3.9
Guideline #148 Adhered Low · Score: 13.8
Guideline #133 Adhered Low · Score: 9.9
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: 74.9
Guidelines are only available in Baymard Premium — get full access today.
Guideline #208 Adhered Low · Score: 9.9
Guideline #140 Violated High · Score: -11.8
Guideline #104 Adhered High · Score: 31.5
Guideline #103 Adhered High · Score: 27.6
Guideline #107 Adhered High · Score: 23.6
Guideline #106 Adhered High · Score: 19.7
Guideline #127 Violated High · Score: -19.7
Guideline #179 Adhered High · Score: 27.6
Guideline #180 Violated Low · Score: -13.8
Guideline #185 Violated High · Score: -19.7
Mobile Checkout Information: 15 guidelines · Score: -27.6
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 Low · Score: 9.9
Guideline #118 Adhered High · Score: 19.7
Guideline #194 Violated 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 High · Score: 15.8
Guideline #191 Adhered Low · Score: 5.9
Mobile Form Field Usability: 18 guidelines · Score: 53.2
Guidelines are only available in Baymard Premium — get full access today.
Guideline #186 Adhered High · Score: 27.6
Guideline #190 Violated High · Score: -23.6
Guideline #121 Violated High · Score: -19.7
Guideline #183 Adhered High · Score: 27.6
Guideline #189 Adhered High · Score: 19.7
Guideline #128 Violated High · Score: -15.8
Guideline #187 Adhered High · Score: 7.9
Guideline #165 Adhered Low · Score: 3.9
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 Adhered High · Score: 23.6
Guideline #171 Violated Low · Score: -9.9
Guideline #184 Violated High · Score: -15.8
Guideline #220 Adhered High · Score: 7.9
Touch Keyboards: 5 guidelines · Score: 31.5
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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: -23.6
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 Violated High · Score: -23.6
Guideline #225 Adhered High · Score: 19.7
Guideline #223 Violated 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, Macy’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.
Macy’s Desktop E-Commerce Design
29 pages of Macy’s e-commerce site, marked up with 361 best practice examples
Homepage & Category
Homepage
Homepage & Category
Drop-Down Menu
Homepage & Category
Top-Level Navigation, 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 Page
Product Page
Product Page
Product Page
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
Billing Address, Payment
Cart & Checkout
Order Confirmation
Cart & Checkout
Order review
Cart & Checkout
Gifting
Accounts & Self-Service
'My Account' Drop-Down
Accounts & Self-Service
Account Dashboard
Accounts & Self-Service
Address Book
Accounts & Self-Service
Stored Credit Cards
Accounts & Self-Service
Newsletter Management
Accounts & Self-Service
Orders Overview
Accounts & Self-Service
Order Tracking Page
Accounts & Self-Service
Order Returns
Show All 29 Desktop Designs
Macy’s Mobile E-Commerce Design
13 pages of Macy’s e-commerce site, marked up with 87 best practice examples
Mobile E-Commerce
Homepage, Search Field
Mobile E-Commerce
Navigation Menu
Mobile E-Commerce
Navigation Menu
Mobile E-Commerce
Product List
Mobile E-Commerce
Product Page
Mobile E-Commerce
Search Results
Mobile E-Commerce
Filtering Options
Mobile E-Commerce
Search Autocomplete
Mobile E-Commerce
Cart
Mobile E-Commerce
Checkout Account Selection
Mobile E-Commerce
Shipping Address, Shipping Method
Mobile E-Commerce
Billing Address, Payment Method
Mobile E-Commerce
Review Order
Show All 13 Mobile Designs
Industry Comparison: Mass Merchant
Overall Macy’s ranks 29 when comparing their e-commerce UX performance against the 59 other major US e-commerce sites in the benchmark, and ranks 11 in the Mass Merchant industry.
Poor
Acceptable
Good
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
Want more? See all 233 articles
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