Benchmark Overview

Victoria’s Secret’s E-Commerce UX

This is a case study of Victoria’s Secret’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

Victoria’s Secret’s overall e-commerce UX performance is mediocre. This is in large part due to broken Cart & Checkout, poor Mobile E-Commerce, and poor On-Site Search.

Victoria’s Secret’s Homepage & Category performance is decent. For instance, Victoria’s Secret’s category experience has state of the art Main Navigation yet suffers from poor Intermediary Category Pages.

Victoria’s Secret’s On-Site Search performance is poor. Some of Victoria’s Secret’s biggest on-site search usability issues are due to mediocre Search Query Types and broken Results Logic & Guidance.

Victoria’s Secret’s Product Lists & Filtering performance is decent. For instance, Victoria’s Secret’s product listings have state of the art Loading Products and good Comparison Tool yet suffer from mediocre List Items: Personalization and poor List Items: Interface & Hit Areas.

Victoria’s Secret’s Product Page performance is mediocre. Notably, Victoria’s Secret’s product page performance is hampered by mediocre Auxiliary Content and Specifications Sheet, although this is helped somewhat by good Image Gallery UI and Product Variations.

Victoria’s Secret’s Cart & Checkout performance is broken. Victoria’s Secret’s checkout in particular suffers from usability issues caused by mediocre Field Design & Features, mediocre Default Values & Autocompletion, and poor Gifting Flow & Features.

Victoria’s Secret’s Mobile E-Commerce performance is poor. Some of Victoria’s Secret’s biggest mobile usability issues are due to mediocre Mobile Validation Errors, poor Mobile Filtering & Sorting, and poor Mobile Shopping Cart, Cost & Account. That said, their mobile design performs well within Mobile Product Lists.

Rank: 40 of 60

Usability Score: 390

URL: victoriassecret.com


Get Premium Research Access

Poor
Acceptable
Good

Victoria's Secret's E-Commerce UX: 577 guidelines · Comparative score: 389.8

Homepage & Category: 61 guidelines · Score: 737.8

Homepage: 15 guidelines · Score: 128.1

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 Violated Low · Score: -11.9

Guideline #235 Adhered High · Score: 14.2

Guideline #238 Adhered High · Score: 23.7

Guideline #236 Not Applicable · Score: 0.0

Guideline #246 Not Applicable · Score: 0.0

Guideline #249 Neutral · Score: 0.0

Guideline #245 Adhered High · Score: 23.7

Guideline #241 Adhered Low · Score: 7.1

Guideline #247 Not Applicable · Score: 0.0

Guideline #239 Not Applicable · Score: 0.0

Guideline #264 Neutral · Score: 0.0

Guideline #257 Adhered High · Score: 14.2

Category Taxonomy: 14 guidelines · Score: 177.9

Guidelines are only available in Baymard Premium — get full access today.

Guideline #253 Violated High · Score: -33.2

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: 28.5

Guideline #259 Adhered High · Score: 38.0

Guideline #282 Violated 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 Adhered High · Score: 19.0

Guideline #277 Issue Resolved · Score: 19.0

Guideline #318 Adhered High · Score: 14.2

Main Navigation: 16 guidelines · Score: 313.1

‘State of the Art’

Guidelines are only available in Baymard Premium — get full access today.

Guideline #287 Adhered High · Score: 33.2

Guideline #294 Adhered High · Score: 38.0

Guideline #302 Adhered High · Score: 33.2

Guideline #289 Adhered Low · Score: 11.9

Guideline #288 Adhered High · Score: 28.5

Guideline #303 Adhered High · Score: 28.5

Guideline #298 Issue Resolved · Score: 28.5

Guideline #291 Violated Low · Score: -11.9

Guideline #297 Not Applicable · Score: 0.0

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: 9.5

Guidelines are only available in Baymard Premium — get full access today.

Guideline #307 Violated High · Score: -38.0

Guideline #309 Not Applicable · Score: 0.0

Guideline #308 Issue Resolved · Score: 23.7

Guideline #311 Not Applicable · Score: 0.0

Guideline #312 Issue Resolved · Score: 23.7

Guideline #310 Not Applicable · Score: 0.0

Site-Wide Layout: 10 guidelines · Score: 109.1

Guidelines are only available in Baymard Premium — get full access today.

Guideline #279 Adhered High · Score: 23.7

Guideline #258 Issue Resolved · Score: 38.0

Guideline #252 Violated 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 Issue Resolved · Score: 14.2

Guideline #260 Adhered High · Score: 14.2

Guideline #255 Violated High · Score: -9.5

Guideline #273 Not Applicable · Score: 0.0

On-Site Search: 49 guidelines · Score: 194.7

Search Query Types: 12 guidelines · Score: 10.1

Guidelines are only available in Baymard Premium — get full access today.

Guideline #333 Adhered Low · Score: 26.9

Guideline #334 Violated Low · Score: -26.9

Guideline #340 Adhered High · Score: 33.6

Guideline #335 Violated Low · Score: -16.8

Guideline #337 Not Applicable · Score: 0.0

Guideline #341 Not Applicable · Score: 0.0

Guideline #344 Not Applicable · Score: 0.0

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: 94.0

Guidelines are only available in Baymard Premium — get full access today.

Guideline #336 Not Applicable · Score: 0.0

Guideline #346 Adhered High · Score: 40.3

Guideline #349 Violated High · Score: -33.6

Guideline #407 Adhered High · Score: 47.0

Guideline #339 Issue Resolved · Score: 33.6

Guideline #343 Not Applicable · Score: 0.0

Guideline #351 Violated 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: 94.0

Guidelines are only available in Baymard Premium — get full access today.

Guideline #359 Adhered High · Score: 40.3

Guideline #404 Violated Low · Score: -20.1

Guideline #361 Adhered High · Score: 20.1

Guideline #356 Adhered High · Score: 33.6

Guideline #369 Violated High · Score: -40.3

Guideline #368 Adhered High · Score: 33.6

Guideline #363 Adhered High · Score: 26.9

Results Logic & Guidance: 8 guidelines · Score: -67.2

Guidelines are only available in Baymard Premium — get full access today.

Guideline #358 Violated High · Score: -47.0

Guideline #362 Violated High · Score: -47.0

Guideline #370 Violated High · Score: -40.3

Guideline #367 Not Applicable · Score: 0.0

Guideline #355 Neutral · Score: 0.0

Guideline #394 Issue Resolved · Score: 33.6

Guideline #365 Issue Resolved · Score: 33.6

Guideline #371 Not Applicable · Score: 0.0

Results Layout & Filtering: 12 guidelines · Score: 63.8

Guidelines are only available in Baymard Premium — get full access today.

Guideline #382 Violated High · Score: -33.6

Guideline #379 Issue Resolved · Score: 53.7

Guideline #386 Violated High · Score: -47.0

Guideline #381 Adhered Low · Score: 13.4

Guideline #377 Adhered High · Score: 33.6

Guideline #376 Adhered High · Score: 53.7

Guideline #403 Violated Low · Score: -23.5

Guideline #393 Violated High · Score: -33.6

Guideline #406 Not Applicable · Score: 0.0

Guideline #378 Issue Resolved · Score: 33.6

Guideline #401 Violated High · Score: -26.9

Guideline #402 Adhered High · Score: 40.3

Product Lists & Filtering: 94 guidelines · Score: 636.3

List Layout: 7 guidelines · Score: 56.6

Guidelines are only available in Baymard Premium — get full access today.

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: 97.1

‘State of the Art’

Guidelines are only available in Baymard Premium — get full access today.

Guideline #501 Issue Resolved · Score: 32.4

Guideline #502 Adhered Low · Score: 16.2

Guideline #503 Adhered High · Score: 16.2

Guideline #504 Issue Resolved · Score: 32.4

Guideline #505 Not Applicable · Score: 0.0

List Items: Product Info & Thumbnails: 16 guidelines · Score: 124.0

Guidelines are only available in Baymard Premium — get full access today.

Guideline #440 Adhered High · Score: 43.1

Guideline #421 Not Applicable · Score: 0.0

Guideline #443 Violated Low · Score: -18.9

Guideline #446 Not Applicable · Score: 0.0

Guideline #422 Adhered High · Score: 32.4

Guideline #441 Violated Low · Score: -13.5

Guideline #447 Adhered Low · Score: 8.1

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 Not Applicable · Score: 0.0

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: -40.4

Guidelines are only available in Baymard Premium — get full access today.

Guideline #448 Not Applicable · Score: 0.0

Guideline #528 Not Applicable · Score: 0.0

Guideline #452 Adhered Low · Score: 13.5

Guideline #450 Violated Low · Score: -13.5

Guideline #449 Not Applicable · Score: 0.0

Guideline #525 Violated Low · Score: -13.5

Guideline #527 Violated 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: -13.5

Guidelines are only available in Baymard Premium — get full access today.

Guideline #480 Violated Low · Score: -18.9

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: 13.5

Guidelines are only available in Baymard Premium — get full access today.

Guideline #409 Adhered High · Score: 43.1

Guideline #413 Adhered High · Score: 37.7

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 Not Applicable · Score: 0.0

Guideline #414 Violated Low · Score: -13.5

Guideline #416 Violated High · Score: -27.0

Guideline #415 Violated High · Score: -27.0

Filtering: Scope & Logic: 14 guidelines · Score: 161.8

Guidelines are only available in Baymard Premium — get full access today.

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 Not Applicable · Score: 0.0

Guideline #439 Not Applicable · Score: 0.0

Guideline #488 Adhered High · Score: 27.0

Guideline #492 Violated High · Score: -27.0

Guideline #493 Adhered High · Score: 27.0

Guideline #486 Adhered High · Score: 27.0

Filtering: Interface & Layout: 11 guidelines · Score: 118.6

Guidelines are only available in Baymard Premium — get full access today.

Guideline #468 Not Applicable · Score: 0.0

Guideline #474 Not Applicable · Score: 0.0

Guideline #470 Issue Resolved · Score: 37.7

Guideline #464 Adhered High · Score: 27.0

Guideline #467 Violated Low · Score: -13.5

Guideline #475 Violated Low · Score: -13.5

Guideline #479 Adhered High · Score: 27.0

Guideline #476 Adhered High · Score: 27.0

Guideline #465 Adhered High · Score: 27.0

Guideline #471 Not Applicable · Score: 0.0

Guideline #472 Not Applicable · Score: 0.0

Sorting: 11 guidelines · Score: 80.9

Guidelines are only available in Baymard Premium — get full access today.

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

Guidelines are only available in Baymard Premium — get full access today.

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: 457.4

Product Page Layout: 8 guidelines · Score: -15.5

Guidelines are only available in Baymard Premium — get full access today.

Guideline #751 Not Applicable · Score: 0.0

Guideline #753 Not Applicable · Score: 0.0

Guideline #758 Not Applicable · Score: 0.0

Guideline #757 Violated High · Score: -24.2

Guideline #784 Not Applicable · Score: 0.0

Guideline #738 Neutral · Score: 0.0

Guideline #766 Adhered High · Score: 17.3

Guideline #846 Violated Low · Score: -8.6

Product Images: 9 guidelines · Score: 79.4

Guidelines are only available in Baymard Premium — get full access today.

Guideline #740 Adhered High · Score: 27.6

Guideline #741 Adhered High · Score: 24.2

Guideline #747 Violated High · Score: -24.2

Guideline #755 Adhered High · Score: 17.3

Guideline #744 Adhered High · Score: 17.3

Guideline #745 Issue Resolved · Score: 17.3

Guideline #752 Not Applicable · Score: 0.0

Guideline #854 Issue Resolved · Score: 17.3

Guideline #756 Violated High · Score: -17.3

Image Gallery UI: 10 guidelines · Score: 115.6

Guidelines are only available in Baymard Premium — get full access today.

Guideline #774 Adhered High · Score: 24.2

Guideline #771 Not Applicable · Score: 0.0

Guideline #776 Adhered High · Score: 24.2

Guideline #775 Adhered High · Score: 20.7

Guideline #779 Adhered High · Score: 17.3

Guideline #783 Violated Low · Score: -8.6

Guideline #781 Adhered High · Score: 17.3

Guideline #773 Adhered High · Score: 10.4

Guideline #778 Not Applicable · Score: 0.0

Guideline #777 Adhered High · Score: 10.4

Product Video & 360-View: 4 guidelines · Score: -17.3

Guidelines are only available in Baymard Premium — get full access today.

Guideline #759 Violated High · Score: -17.3

Guideline #770 Not Applicable · Score: 0.0

Guideline #760 Not Applicable · Score: 0.0

Guideline #761 Not Applicable · Score: 0.0

The 'Buy' Section: 9 guidelines · Score: 70.8

Guidelines are only available in Baymard Premium — get full access today.

Guideline #791 Violated High · Score: -17.3

Guideline #795 Not Applicable · Score: 0.0

Guideline #820 Adhered Low · Score: 12.1

Guideline #798 Adhered High · Score: 17.3

Guideline #817 Issue Resolved · Score: 17.3

Guideline #792 Adhered High · Score: 17.3

Guideline #816 Adhered High · Score: 17.3

Guideline #793 Not Applicable · Score: 0.0

Guideline #789 Adhered High · Score: 6.9

Shipping, Returns, and Gifting: 7 guidelines · Score: -20.7

Guidelines are only available in Baymard Premium — get full access today.

Guideline #825 Violated High · Score: -17.3

Guideline #826 Not Applicable · Score: 0.0

Guideline #803 Adhered High · Score: 24.2

Guideline #836 Violated High · Score: -17.3

Guideline #804 Not Applicable · Score: 0.0

Guideline #802 Violated High · Score: -10.4

Guideline #805 Not Applicable · Score: 0.0

Product Variations: 9 guidelines · Score: 93.2

Guidelines are only available in Baymard Premium — get full access today.

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 Not Applicable · Score: 0.0

Guideline #800 Not Applicable · Score: 0.0

Guideline #850 Adhered High · Score: 6.9

Guideline #852 Adhered High · Score: 6.9

Guideline #856 Adhered Low · Score: 3.5

Product Descriptions: 7 guidelines · Score: 57.0

Guidelines are only available in Baymard Premium — get full access today.

Guideline #841 Adhered High · Score: 24.2

Guideline #843 Adhered High · Score: 24.2

Guideline #861 Not Applicable · Score: 0.0

Guideline #860 Violated Low · Score: -8.6

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: 0.0

Guidelines are only available in Baymard Premium — get full access today.

Guideline #858 Not Applicable · Score: 0.0

Guideline #840 Not Applicable · Score: 0.0

Guideline #835 Not Applicable · Score: 0.0

Guideline #839 Not Applicable · Score: 0.0

Guideline #857 Not Applicable · Score: 0.0

User Reviews: 13 guidelines · Score: 25.9

Guidelines are only available in Baymard Premium — get full access today.

Guideline #739 Adhered High · Score: 24.2

Guideline #743 Violated High · Score: -24.2

Guideline #750 Violated High · Score: -27.6

Guideline #749 Not Applicable · Score: 0.0

Guideline #768 Violated Low · Score: -8.6

Guideline #742 Violated High · Score: -17.3

Guideline #748 Adhered 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 Adhered High · Score: 17.3

Guideline #763 Adhered High · Score: 10.4

Guideline #786 Adhered High · Score: 17.3

Auxiliary Content: 5 guidelines · Score: -3.5

Guidelines are only available in Baymard Premium — get full access today.

Guideline #807 Not Applicable · Score: 0.0

Guideline #788 Adhered High · Score: 20.7

Guideline #787 Violated High · Score: -17.3

Guideline #806 Not Applicable · Score: 0.0

Guideline #769 Violated Low · Score: -6.9

Cross-Sells & Cross-Navigation: 9 guidelines · Score: 72.5

Guidelines are only available in Baymard Premium — get full access today.

Guideline #810 Adhered High · Score: 17.3

Guideline #811 Adhered High · Score: 24.2

Guideline #828 Neutral · Score: 0.0

Guideline #813 Adhered High · Score: 17.3

Guideline #814 Adhered Low · Score: 8.6

Guideline #812 Violated High · Score: -17.3

Guideline #821 Violated Low · Score: -8.6

Guideline #819 Issue Resolved · Score: 20.7

Guideline #827 Adhered High · Score: 10.4

Cart & Checkout: 134 guidelines · Score: 64.1

Shopping Cart & “Added to Cart” Behavior: 10 guidelines · Score: -1.5

Guidelines are only available in Baymard Premium — get full access today.

Guideline #601 Neutral · Score: 0.0

Guideline #600 Issue Resolved · Score: 14.6

Guideline #602 Issue Resolved · Score: 14.6

Guideline #603 Issue Resolved · Score: 14.6

Guideline #732 Violated High · Score: -20.4

Guideline #620 Violated Low · Score: -7.3

Guideline #623 Violated Low · Score: -7.3

Guideline #622 Violated High · Score: -14.6

Guideline #673 Violated Low · Score: -7.3

Guideline #624 Adhered High · Score: 11.6

Account Selection & Creation: 9 guidelines · Score: 17.5

Guidelines are only available in Baymard Premium — get full access today.

Guideline #637 Adhered High · Score: 20.4

Guideline #652 Adhered High · Score: 20.4

Guideline #639 Not Applicable · Score: 0.0

Guideline #677 Violated High · Score: -20.4

Guideline #638 Violated Low · Score: -7.3

Guideline #653 Adhered High · Score: 14.6

Guideline #676 Violated High · Score: -14.6

Guideline #665 Not Applicable · Score: 0.0

Guideline #640 Adhered Low · Score: 4.4

Customer & Address Information: 12 guidelines · Score: 68.4

Guidelines are only available in Baymard Premium — get full access today.

Guideline #731 Adhered High · Score: 20.4

Guideline #566 Adhered Low · Score: 11.6

Guideline #567 Not Applicable · Score: 0.0

Guideline #565 Adhered High · 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 Neutral · Score: 0.0

Guideline #573 Adhered High · Score: 11.6

Guideline #562 Not Applicable · Score: 0.0

Guideline #564 Violated High · Score: -8.7

Gifting Flow & Features: 5 guidelines · Score: -10.2

Guidelines are only available in Baymard Premium — get full access today.

Guideline #647 Violated High · Score: -8.7

Guideline #650 Adhered High · Score: 14.6

Guideline #646 Violated Low · Score: -7.3

Guideline #649 Not Applicable · Score: 0.0

Guideline #645 Violated High · Score: -8.7

Shipping & Store Pickup: 11 guidelines · Score: -14.6

Guidelines are only available in Baymard Premium — get full access today.

Guideline #544 Violated High · Score: -20.4

Guideline #547 Violated High · Score: -17.5

Guideline #550 Adhered High · Score: 14.6

Guideline #543 Adhered High · Score: 14.6

Guideline #548 Violated Low · Score: -5.8

Guideline #549 Not Applicable · Score: 0.0

Guideline #632 Not Applicable · Score: 0.0

Guideline #633 Not Applicable · Score: 0.0

Guideline #631 Not Applicable · Score: 0.0

Guideline #634 Not Applicable · Score: 0.0

Guideline #635 Not Applicable · Score: 0.0

Payment Flow & Methods (Incl. 3rd-Party): 8 guidelines · Score: -18.9

Guidelines are only available in Baymard Premium — get full access today.

Guideline #590 Violated Low · Score: -7.3

Guideline #671 Adhered Low · Score: 8.7

Guideline #617 Not Applicable · Score: 0.0

Guideline #615 Violated High · Score: -14.6

Guideline #616 Not Applicable · Score: 0.0

Guideline #672 Adhered Low · Score: 5.8

Guideline #586 Violated High · Score: -11.6

Guideline #589 Not Applicable · Score: 0.0

Credit Card Form: 10 guidelines · Score: -18.9

Guidelines are only available in Baymard Premium — get full access today.

Guideline #582 Violated High · Score: -20.4

Guideline #594 Violated High · Score: -20.4

Guideline #587 Violated High · Score: -20.4

Guideline #583 Adhered High · Score: 14.6

Guideline #588 Issue Resolved · Score: 14.6

Guideline #577 Neutral · Score: 0.0

Guideline #584 Not Applicable · Score: 0.0

Guideline #591 Adhered High · Score: 11.6

Guideline #585 Violated Low · Score: -4.4

Guideline #664 Adhered High · Score: 5.8

Order Review: 5 guidelines · Score: 13.1

Guidelines are only available in Baymard Premium — get full access today.

Guideline #552 Neutral · Score: 0.0

Guideline #556 Adhered High · Score: 17.5

Guideline #545 Violated Low · Score: -7.3

Guideline #551 Adhered High · Score: 14.6

Guideline #553 Violated High · Score: -11.6

Order Confirmation & E-Mail: 4 guidelines · Score: -5.8

Guidelines are only available in Baymard Premium — get full access today.

Guideline #599 Violated High · Score: -14.6

Guideline #596 Neutral · Score: 0.0

Guideline #598 Adhered High · Score: 8.7

Guideline #597 Neutral · Score: 0.0

Form & Page Design: 10 guidelines · Score: 34.9

Guidelines are only available in Baymard Premium — get full access today.

Guideline #606 Violated Low · Score: -7.3

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 Issue Resolved · Score: 20.4

Guideline #668 Neutral · Score: 0.0

Guideline #733 Violated Low · Score: -7.3

User Interactions & Distractions: 10 guidelines · Score: 11.6

Guidelines are only available in Baymard Premium — get full access today.

Guideline #696 Issue Resolved · Score: 20.4

Guideline #707 Adhered High · Score: 14.6

Guideline #609 Adhered High · Score: 14.6

Guideline #709 Violated High · Score: -14.6

Guideline #726 Issue Resolved · Score: 17.5

Guideline #714 Not Applicable · Score: 0.0

Guideline #727 Violated High · Score: -20.4

Guideline #713 Violated High · Score: -17.5

Guideline #657 Violated High · Score: -8.7

Guideline #699 Adhered High · Score: 5.8

Cross-Sells: 4 guidelines · Score: 29.1

Guidelines are only available in Baymard Premium — get full access today.

Guideline #581 Issue Resolved · Score: 20.4

Guideline #579 Violated 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: -34.9

Guidelines are only available in Baymard Premium — get full access today.

Guideline #720 Adhered High · Score: 23.3

Guideline #723 Violated High · Score: -23.3

Guideline #722 Violated High · Score: -20.4

Guideline #719 Adhered High · Score: 20.4

Guideline #721 Violated High · Score: -17.5

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: -16.0

Guidelines are only available in Baymard Premium — get full access today.

Guideline #686 Violated Low · Score: -11.6

Guideline #683 Adhered High · Score: 20.4

Guideline #681 Adhered High · Score: 14.6

Guideline #685 Violated High · Score: -11.6

Guideline #694 Violated Low · Score: -7.3

Guideline #690 Violated High · Score: -11.6

Guideline #689 Violated High · Score: -8.7

Field Design & Features: 8 guidelines · Score: 1.5

Guidelines are only available in Baymard Premium — get full access today.

Guideline #674 Violated High · Score: -20.4

Guideline #659 Adhered High · Score: 14.6

Guideline #669 Adhered High · Score: 14.6

Guideline #660 Adhered High · Score: 14.6

Guideline #658 Neutral · Score: 0.0

Guideline #705 Violated Low · Score: -4.4

Guideline #670 Violated High · Score: -8.7

Guideline #663 Violated High · Score: -8.7

Default Values & Autocompletion: 8 guidelines · Score: 29.1

Guidelines are only available in Baymard Premium — get full access today.

Guideline #555 Violated High · Score: -20.4

Guideline #554 Adhered High · Score: 17.5

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

Mobile E-Commerce: 144 guidelines · Score: 248.3

Mobile Homepage, Navigation, & Search: 12 guidelines · Score: -88.7

Guidelines are only available in Baymard Premium — get full access today.

Guideline #209 Violated Low · Score: -15.8

Guideline #116 Violated Low · Score: -15.8

Guideline #130 Adhered Low · Score: 11.8

Guideline #228 Adhered High · Score: 19.7

Guideline #210 Violated Low · Score: -13.8

Guideline #211 Violated High · Score: -31.5

Guideline #229 Violated High · Score: -27.6

Guideline #230 Violated High · Score: -27.6

Guideline #203 Violated High · Score: -23.6

Guideline #166 Not Applicable · Score: 0.0

Guideline #93 Adhered High · Score: 15.8

Guideline #91 Adhered High · Score: 19.7

Mobile Product Lists: 15 guidelines · Score: 112.3

Guidelines are only available in Baymard Premium — get full access today.

Guideline #90 Adhered High · Score: 31.5

Guideline #89 Adhered High · Score: 27.6

Guideline #79 Adhered High · Score: 23.6

Guideline #233 Violated High · Score: -19.7

Guideline #87 Adhered High · Score: 19.7

Guideline #76 Adhered Low · Score: 11.8

Guideline #80 Adhered High · Score: 19.7

Guideline #143 Violated Low · Score: -9.9

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 Not Applicable · Score: 0.0

Mobile Filtering & Sorting: 9 guidelines · Score: 5.9

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 Violated High · Score: -19.7

Guideline #222 Violated High · Score: -19.7

Guideline #68 Violated Low · Score: -9.9

Guideline #232 Adhered High · Score: 19.7

Guideline #219 Violated Low · Score: -7.9

Guideline #213 Neutral · Score: 0.0

Guideline #142 Violated High · Score: -11.8

Mobile Product Page Layouts: 6 guidelines · Score: 19.7

Guidelines are only available in Baymard Premium — get full access today.

Guideline #111 Violated Low · Score: -13.8

Guideline #144 Adhered High · Score: 23.6

Guideline #154 Violated High · Score: -19.7

Guideline #149 Violated Low · Score: -9.9

Guideline #234 Issue Resolved · Score: 19.7

Guideline #176 Adhered High · Score: 19.7

Mobile Product Descriptions, Specs, & Images: 13 guidelines · Score: 63.1

Guidelines are only available in Baymard Premium — get full access today.

Guideline #159 Not Applicable · Score: 0.0

Guideline #169 Adhered High · Score: 15.8

Guideline #77 Adhered High · Score: 11.8

Guideline #109 Adhered High · Score: 31.5

Guideline #110 Violated Low · Score: -13.8

Guideline #113 Violated Low · Score: -13.8

Guideline #112 Violated High · Score: -15.8

Guideline #114 Neutral · Score: 0.0

Guideline #148 Adhered High · Score: 27.6

Guideline #133 Adhered High · Score: 19.7

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: 2.0

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 Violated High · Score: -31.5

Guideline #103 Not Applicable · Score: 0.0

Guideline #107 Not Applicable · Score: 0.0

Guideline #106 Not Applicable · Score: 0.0

Guideline #127 Violated High · Score: -19.7

Guideline #179 Adhered High · Score: 27.6

Guideline #180 Issue Resolved · Score: 27.6

Guideline #185 Not Applicable · Score: 0.0

Mobile Checkout Information: 15 guidelines · Score: -23.6

Guidelines are only available in Baymard Premium — get full access today.

Guideline #120 Not Applicable · Score: 0.0

Guideline #108 Violated Low · Score: -13.8

Guideline #168 Violated High · Score: -23.6

Guideline #167 Not Applicable · Score: 0.0

Guideline #139 Violated High · Score: -23.6

Guideline #150 Violated High · Score: -19.7

Guideline #205 Adhered High · Score: 19.7

Guideline #118 Adhered High · Score: 19.7

Guideline #194 Adhered High · Score: 19.7

Guideline #192 Adhered High · Score: 7.9

Guideline #196 Violated High · Score: -7.9

Guideline #182 Violated 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: 126.1

Guidelines are only available in Baymard Premium — get full access today.

Guideline #186 Adhered High · Score: 27.6

Guideline #190 Adhered High · Score: 23.6

Guideline #121 Adhered High · Score: 19.7

Guideline #183 Not Applicable · Score: 0.0

Guideline #189 Adhered High · Score: 19.7

Guideline #128 Not Applicable · Score: 0.0

Guideline #187 Adhered High · Score: 7.9

Guideline #165 Adhered High · Score: 7.9

Guideline #181 Not Applicable · Score: 0.0

Guideline #197 Not Applicable · Score: 0.0

Guideline #155 Violated Low · Score: -15.8

Guideline #156 Not Applicable · Score: 0.0

Guideline #160 Violated High · Score: -27.6

Guideline #157 Adhered Low · Score: 11.8

Guideline #145 Adhered High · Score: 23.6

Guideline #171 Adhered High · Score: 19.7

Guideline #184 Adhered High · Score: 15.8

Guideline #220 Violated High · Score: -7.9

Touch Keyboards: 5 guidelines · Score: 23.6

Guidelines are only available in Baymard Premium — get full access today.

Guideline #71 Adhered High · Score: 23.6

Guideline #65 Violated High · Score: -23.6

Guideline #69 Adhered High · Score: 15.8

Guideline #70 Not Applicable · Score: 0.0

Guideline #66 Adhered High · Score: 7.9

Mobile Validation Errors: 7 guidelines · Score: 7.9

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 Adhered 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, Victoria’s Secret’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.




Industry Comparison: Apparel & Accessories

Overall Victoria’s Secret ranks 40 when comparing their e-commerce UX performance against the 59 other major US e-commerce sites in the benchmark, and ranks 9 in the Apparel & Accessories industry.