Benchmark Overview

Talbots’ E-Commerce UX

This is a case study of Talbots’ 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

Talbots’ Cart & Checkout performance is broken. Some of Talbots’ biggest checkout usability issues are due to poor Focus, poor Layout, and broken Copywriting.

Poor
Acceptable
Good

Cart & Checkout: 63 guidelines · Score: -26.6

Data Input: 15 guidelines · Score: -57.1

These 15 ‘Data Input’ guidelines are only available in Baymard Premium — they are based on our large-scale Checkout Process UX research study, and outline the 15 elements necessary to create a high-performing ‘Data Input’ implementation.

Premium also shows you why Talbots and 59 other top e-commerce sites perform as they do, and allow you to self-audit your own sites to see how your UX performance stacks up against theirs — learn more.

Guideline #1 Violated High · Score: -60.9

Guideline #2 Adhered High · Score: 45.7

Guideline #3 Violated High · Score: -45.7

Guideline #4 Adhered High · Score: 45.7

Guideline #5 Violated 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 Adhered Low · Score: 11.4

Guideline #10 Violated High · 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 Adhered Low · Score: 7.6

Copywriting: 8 guidelines · Score: -57.1

These 8 ‘Copywriting’ guidelines are only available in Baymard Premium — they are based on our large-scale Checkout Process UX research study, and outline the 8 elements necessary to create a high-performing ‘Copywriting’ implementation.

Premium also shows you why Talbots and 59 other top e-commerce sites perform as they do, and allow you to self-audit your own sites to see how your UX performance stacks up against theirs — learn more.

Guideline #16 Violated Low · Score: -30.5

Guideline #17 Adhered High · Score: 45.7

Guideline #18 Issue Resolved · Score: 45.7

Guideline #19 Violated High · Score: -38.1

Guideline #20 Violated Low · Score: -19.0

Guideline #21 Violated High · Score: -30.5

Guideline #22 Violated High · Score: -15.2

Guideline #23 Violated High · Score: -15.2

Layout: 15 guidelines · Score: 57.1

These 15 ‘Layout’ guidelines are only available in Baymard Premium — they are based on our large-scale Checkout Process UX research study, and outline the 15 elements necessary to create a high-performing ‘Layout’ implementation.

Premium also shows you why Talbots and 59 other top e-commerce sites perform as they do, and allow you to self-audit your own sites to see how your UX performance stacks up against theirs — learn more.

Guideline #24 Violated Low · Score: -26.6

Guideline #25 Neutral · Score: 0.0

Guideline #26 Adhered High · Score: 53.3

Guideline #27 Violated Low · Score: -19.0

Guideline #29 Violated Low · Score: -19.0

Guideline #30 Issue Resolved · Score: 38.1

Guideline #31 Violated High · Score: -45.7

Guideline #32 Neutral · Score: 0.0

Guideline #33 Adhered High · Score: 22.8

Guideline #34 Adhered High · Score: 22.8

Guideline #35 Violated High · Score: -22.8

Guideline #36 Adhered High · Score: 15.2

Guideline #37 Adhered High · Score: 15.2

Guideline #38 Adhered High · Score: 15.2

Guideline #39 Adhered Low · Score: 7.6

Navigation: 8 guidelines · Score: 45.7

These 8 ‘Navigation’ guidelines are only available in Baymard Premium — they are based on our large-scale Checkout Process UX research study, and outline the 8 elements necessary to create a high-performing ‘Navigation’ implementation.

Premium also shows you why Talbots and 59 other top e-commerce sites perform as they do, and allow you to self-audit your own sites to see how your UX performance stacks up against theirs — learn more.

Guideline #40 Adhered High · Score: 45.7

Guideline #41 Adhered High · Score: 45.7

Guideline #42 Violated High · Score: -45.7

Guideline #43 Violated High · Score: -38.1

Guideline #44 Neutral · Score: 0.0

Guideline #45 Adhered High · Score: 30.5

Guideline #46 Not Applicable · Score: 0.0

Guideline #47 Adhered Low · Score: 7.6

Flow: 7 guidelines · Score: -72.3

These 7 ‘Flow’ guidelines are only available in Baymard Premium — they are based on our large-scale Checkout Process UX research study, and outline the 7 elements necessary to create a high-performing ‘Flow’ implementation.

Premium also shows you why Talbots and 59 other top e-commerce sites perform as they do, and allow you to self-audit your own sites to see how your UX performance stacks up against theirs — learn more.

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 Violated High · Score: -30.5

Guideline #53 Violated High · Score: -30.5

Guideline #54 Violated High · Score: -30.5

Focus: 10 guidelines · Score: 57.1

These 10 ‘Focus’ guidelines are only available in Baymard Premium — they are based on our large-scale Checkout Process UX research study, and outline the 10 elements necessary to create a high-performing ‘Focus’ implementation.

Premium also shows you why Talbots and 59 other top e-commerce sites perform as they do, and allow you to self-audit your own sites to see how your UX performance stacks up against theirs — learn more.

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 Low · Score: 19.0

Guideline #61 Issue Resolved · Score: 38.1

Guideline #62 Adhered Low · Score: 15.2

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, Talbots’ 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.