Benchmark Overview

Ralph Lauren’s E-Commerce UX

This is a case study of Ralph Lauren’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

Ralph Lauren’s Homepage & Category performance is mediocre. Notably, Ralph Lauren’s category performance is hampered by poor Homepage and broken Category Taxonomy, although this is helped somewhat by good Main Navigation and Site-Wide Layout.

Ralph Lauren’s Product Lists & Filtering performance is broken. Ralph Lauren’s product listings are particularly thwarted by usability issues related to poor Filtering: Available Filters, List Items: Personalization, and Sorting. That said, their product listings perform well within Comparison Tool.

Ralph Lauren’s Cart & Checkout performance is acceptable. For instance, Ralph Lauren’s checkout has good Layout and Navigation yet suffers from poor Focus and broken Data Input.

Poor
Acceptable
Good

Homepage & Category: 61 guidelines · Score: 590.7

Homepage: 15 guidelines · Score: 73.5

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Guideline #237 Adhered Low · Score: 16.6

Guideline #240 Violated High · Score: -23.7

Guideline #242 Issue Resolved · Score: 23.7

Guideline #248 Violated Low · Score: -11.9

Guideline #235 Adhered Low · Score: 7.1

Guideline #238 Adhered High · Score: 23.7

Guideline #236 Not Applicable · Score: 0.0

Guideline #246 Not Applicable · Score: 0.0

Guideline #249 Adhered High · Score: 14.2

Guideline #245 Issue Resolved · Score: 23.7

Guideline #241 Violated Low · Score: -7.1

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: 111.5

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Guideline #253 Violated 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 Adhered High · Score: 23.7

Guideline #286 Adhered High · Score: 23.7

Guideline #274 Not Applicable · Score: 0.0

Guideline #251 Adhered Low · Score: 11.9

Guideline #278 Violated High · Score: -19.0

Guideline #277 Issue Resolved · Score: 19.0

Guideline #318 Violated High · Score: -14.2

Main Navigation: 16 guidelines · Score: 275.2

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Guideline #287 Adhered High · Score: 33.2

Guideline #294 Adhered High · Score: 38.0

Guideline #302 Adhered High · Score: 33.2

Guideline #289 Violated High · Score: -23.7

Guideline #288 Violated Low · Score: -14.2

Guideline #303 Adhered Low · Score: 14.2

Guideline #298 Issue Resolved · Score: 28.5

Guideline #291 Adhered High · Score: 23.7

Guideline #297 Adhered High · Score: 19.0

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: -23.7

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Guideline #307 Violated High · Score: -38.0

Guideline #309 Not Applicable · Score: 0.0

Guideline #308 Not Applicable · Score: 0.0

Guideline #311 Adhered High · Score: 23.7

Guideline #312 Violated High · Score: -23.7

Guideline #310 Adhered High · Score: 14.2

Site-Wide Layout: 10 guidelines · Score: 154.2

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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 Adhered High · Score: 19.0

Guideline #290 Adhered High · Score: 14.2

Guideline #284 Violated Low · Score: -7.1

Guideline #260 Issue Resolved · Score: 14.2

Guideline #255 Adhered High · Score: 9.5

Guideline #273 Not Applicable · Score: 0.0

Product Lists & Filtering: 94 guidelines · Score: -145.6

List Layout: 7 guidelines · Score: -21.6

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Guideline #541 Not Applicable · Score: 0.0

Guideline #533 Adhered High · Score: 32.4

Guideline #531 Violated High · Score: -27.0

Guideline #537 Violated High · Score: -27.0

Guideline #535 Not Applicable · Score: 0.0

Guideline #536 Not Applicable · Score: 0.0

Guideline #862 Not Applicable · Score: 0.0

Loading Products: 5 guidelines · Score: -80.9

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Guideline #501 Violated High · Score: -32.4

Guideline #502 Violated High · Score: -32.4

Guideline #503 Adhered High · Score: 16.2

Guideline #504 Violated High · Score: -32.4

Guideline #505 Not Applicable · Score: 0.0

List Items: Product Info & Thumbnails: 16 guidelines · Score: 134.8

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Guideline #440 Adhered Low · Score: 21.6

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 Not Applicable · Score: 0.0

Guideline #447 Adhered Low · Score: 8.1

Guideline #444 Not Applicable · Score: 0.0

Guideline #455 Adhered High · Score: 37.7

Guideline #445 Adhered High · Score: 37.7

Guideline #457 Not Applicable · Score: 0.0

Guideline #463 Adhered 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: 89.0

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Guideline #448 Not Applicable · Score: 0.0

Guideline #528 Not Applicable · Score: 0.0

Guideline #452 Neutral · Score: 0.0

Guideline #450 Adhered High · Score: 27.0

Guideline #449 Not Applicable · Score: 0.0

Guideline #525 Violated Low · Score: -13.5

Guideline #527 Adhered 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: -48.5

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Guideline #480 Not Applicable · Score: 0.0

Guideline #482 Violated 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: -51.2

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Guideline #409 Violated High · Score: -43.1

Guideline #413 Neutral · Score: 0.0

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 Adhered High · Score: 32.4

Guideline #414 Violated High · Score: -27.0

Guideline #416 Violated High · Score: -27.0

Guideline #415 Adhered Low · Score: 13.5

Filtering: Scope & Logic: 14 guidelines · Score: -80.9

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Guideline #424 Violated High · Score: -37.7

Guideline #427 Violated 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 Neutral · Score: 0.0

Guideline #436 Not Applicable · Score: 0.0

Guideline #439 Not Applicable · Score: 0.0

Guideline #488 Violated High · Score: -27.0

Guideline #492 Neutral · Score: 0.0

Guideline #493 Adhered High · Score: 27.0

Guideline #486 Violated High · Score: -27.0

Filtering: Interface & Layout: 11 guidelines · Score: -91.7

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Guideline #468 Adhered High · Score: 43.1

Guideline #474 Not Applicable · Score: 0.0

Guideline #470 Neutral · Score: 0.0

Guideline #464 Violated Low · Score: -13.5

Guideline #467 Violated High · Score: -27.0

Guideline #475 Violated High · Score: -27.0

Guideline #479 Neutral · Score: 0.0

Guideline #476 Violated Low · Score: -13.5

Guideline #465 Violated High · Score: -27.0

Guideline #471 Violated High · Score: -27.0

Guideline #472 Not Applicable · Score: 0.0

Sorting: 11 guidelines · Score: -32.4

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Guideline #510 Neutral · Score: 0.0

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 Violated High · Score: -27.0

Guideline #517 Not Applicable · Score: 0.0

Guideline #515 Violated High · Score: -16.2

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

Cart & Checkout: 63 guidelines · Score: 511.8

Data Input: 15 guidelines · Score: -22.1

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Guideline #1 Adhered High · Score: 58.9

Guideline #2 Issue Resolved · Score: 44.2

Guideline #3 Violated High · Score: -44.2

Guideline #4 Violated High · Score: -44.2

Guideline #5 Violated High · Score: -29.5

Guideline #6 Violated High · Score: -29.5

Guideline #7 Violated High · Score: -14.7

Guideline #8 Issue Resolved · Score: 22.1

Guideline #9 Violated High · Score: -22.1

Guideline #10 Issue Resolved · Score: 22.1

Guideline #11 Neutral · Score: 0.0

Guideline #12 Adhered High · Score: 14.7

Guideline #13 Not Applicable · Score: 0.0

Guideline #14 Adhered High · Score: 14.7

Guideline #15 Violated High · Score: -14.7

Copywriting: 8 guidelines · Score: 44.2

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Guideline #16 Violated High · Score: -58.9

Guideline #17 Adhered High · Score: 44.2

Guideline #18 Issue Resolved · Score: 44.2

Guideline #19 Violated Low · Score: -18.4

Guideline #20 Violated Low · Score: -18.4

Guideline #21 Adhered High · Score: 29.5

Guideline #22 Adhered High · Score: 14.7

Guideline #23 Adhered Low · Score: 7.4

Layout: 15 guidelines · Score: 224.6

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Guideline #24 Adhered High · Score: 51.5

Guideline #25 Adhered High · Score: 51.5

Guideline #26 Adhered High · Score: 51.5

Guideline #27 Adhered High · Score: 36.8

Guideline #29 Neutral · Score: 0.0

Guideline #30 Issue Resolved · Score: 36.8

Guideline #31 Violated High · Score: -44.2

Guideline #32 Adhered Low · Score: 11.0

Guideline #33 Neutral · Score: 0.0

Guideline #34 Adhered High · Score: 22.1

Guideline #35 Violated High · Score: -22.1

Guideline #36 Adhered Low · Score: 7.4

Guideline #37 Violated Low · Score: -7.4

Guideline #38 Adhered High · Score: 14.7

Guideline #39 Adhered High · Score: 14.7

Navigation: 8 guidelines · Score: 110.5

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Guideline #40 Issue Resolved · Score: 44.2

Guideline #41 Adhered High · Score: 44.2

Guideline #42 Violated High · Score: -44.2

Guideline #43 Adhered High · Score: 36.8

Guideline #44 Adhered Low · Score: 14.7

Guideline #45 Adhered High · Score: 29.5

Guideline #46 Violated High · Score: -22.1

Guideline #47 Adhered Low · Score: 7.4

Flow: 7 guidelines · Score: 103.1

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Guideline #48 Adhered High · Score: 51.5

Guideline #49 Adhered Low · Score: 25.8

Guideline #50 Violated High · Score: -51.5

Guideline #51 Adhered Low · Score: 18.4

Guideline #52 Neutral · Score: 0.0

Guideline #53 Adhered High · Score: 29.5

Guideline #54 Issue Resolved · Score: 29.5

Focus: 10 guidelines · Score: 51.5

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Guideline #55 Adhered High · Score: 58.9

Guideline #56 Violated High · Score: -58.9

Guideline #57 Adhered High · Score: 36.8

Guideline #58 Violated High · Score: -36.8

Guideline #59 Violated High · Score: -36.8

Guideline #60 Adhered High · Score: 36.8

Guideline #61 Issue Resolved · Score: 36.8

Guideline #62 Adhered High · Score: 29.5

Guideline #63 Not Applicable · Score: 0.0

Guideline #64 Violated High · Score: -14.7

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

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