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

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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

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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

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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

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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

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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

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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.

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