Benchmark Overview

Williams-Sonoma’s E-Commerce UX

This is a case study of Williams-Sonoma’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

Williams-Sonoma’s overall e-commerce UX performance is mediocre. This is mainly due to broken Product Lists & Filtering, poor On-Site Search, and mediocre Mobile E-Commerce performances.

Williams-Sonoma’s Homepage & Category performance is decent. It is especially a state of the art Intermediary Category Pages and Main Navigation that helps Williams-Sonoma’s category UX.

Williams-Sonoma’s On-Site Search performance is poor. Williams-Sonoma’s search experience in particular suffers from usability issues caused by broken Search Query Types and Results Layout & Filtering.

Williams-Sonoma’s Product Lists & Filtering performance is broken. Some of Williams-Sonoma’s biggest product list usability issues are due to poor Sorting, broken Filtering: Available Filters, and broken List Items: Interface & Hit Areas. That said, their product listings perform well within Comparison Tool.

Williams-Sonoma’s Product Page performance is acceptable. For instance, Williams-Sonoma’s product page experience has state of the art Product Video & 360-View and Product Variations yet suffers from poor Product Page Layout and User Reviews.

Williams-Sonoma’s Cart & Checkout performance is acceptable. For instance, Williams-Sonoma’s checkout has good Order Confirmation & E-Mail and Field Labels & Microcopy yet suffers from mediocre Order Review and poor Shopping Cart & “Added to Cart” Behavior.

Williams-Sonoma’s Mobile E-Commerce performance is mediocre. Some of Williams-Sonoma’s biggest mobile usability issues are due to mediocre Mobile Shopping Cart, Cost & Account, poor Mobile Product Page Layouts, and poor Mobile Product Descriptions, Specs, & Images. That said, their mobile design performs great within Touch Keyboards.

Rank: 49 of 60

Usability Score: 339

URL: williams-sonoma.com


Get Premium Research Access

Poor
Acceptable
Good

Williams-Sonoma's E-Commerce UX: 577 guidelines · Comparative score: 338.8

Homepage & Category: 61 guidelines · Score: 863.5

Homepage: 15 guidelines · Score: 142.3

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

Guideline #237 Adhered High · Score: 33.2

Guideline #240 Violated High · Score: -23.7

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 Adhered High · Score: 23.7

Guideline #249 Adhered High · Score: 14.2

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: 196.9

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 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 Adhered High · Score: 19.0

Guideline #277 Issue Resolved · Score: 19.0

Guideline #318 Violated High · Score: -14.2

Main Navigation: 16 guidelines · Score: 301.3

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 Violated Low · Score: -11.9

Guideline #288 Violated Low · Score: -14.2

Guideline #303 Adhered High · Score: 28.5

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: 142.3

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

Guideline #307 Adhered High · Score: 38.0

Guideline #309 Adhered High · Score: 33.2

Guideline #308 Issue Resolved · Score: 23.7

Guideline #311 Adhered High · Score: 23.7

Guideline #312 Issue Resolved · Score: 23.7

Guideline #310 Not Applicable · Score: 0.0

Site-Wide Layout: 10 guidelines · Score: 80.7

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

Guideline #279 Violated Low · Score: -11.9

Guideline #258 Issue Resolved · Score: 38.0

Guideline #252 Adhered High · Score: 23.7

Guideline #250 Adhered High · Score: 19.0

Guideline #293 Neutral · Score: 0.0

Guideline #290 Adhered High · Score: 14.2

Guideline #284 Violated Low · Score: -7.1

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: 0.0

Search Query Types: 12 guidelines · Score: -104.1

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

Guideline #333 Adhered High · Score: 53.7

Guideline #334 Violated High · Score: -53.7

Guideline #340 Violated High · Score: -33.6

Guideline #335 Adhered Low · Score: 16.8

Guideline #337 Not Applicable · Score: 0.0

Guideline #341 Not Applicable · Score: 0.0

Guideline #344 Violated High · Score: -47.0

Guideline #399 Violated High · Score: -33.6

Guideline #338 Violated High · Score: -33.6

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: 147.7

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

Guideline #336 Not Applicable · Score: 0.0

Guideline #346 Violated High · Score: -40.3

Guideline #349 Issue Resolved · 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 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: 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 Issue Resolved · 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: 47.0

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

Guideline #358 Violated Low · Score: -23.5

Guideline #362 Adhered Low · Score: 23.5

Guideline #370 Violated High · Score: -40.3

Guideline #367 Not Applicable · Score: 0.0

Guideline #355 Adhered High · Score: 20.1

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: -184.7

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

Guideline #382 Violated High · Score: -33.6

Guideline #379 Violated High · Score: -53.7

Guideline #386 Violated High · Score: -47.0

Guideline #381 Neutral · Score: 0.0

Guideline #377 Violated Low · Score: -16.8

Guideline #376 Violated High · Score: -53.7

Guideline #403 Adhered High · Score: 47.0

Guideline #393 Violated High · Score: -33.6

Guideline #406 Not Applicable · Score: 0.0

Guideline #378 Violated High · Score: -33.6

Guideline #401 Not Applicable · Score: 0.0

Guideline #402 Adhered High · Score: 40.3

Product Lists & Filtering: 94 guidelines · Score: -223.8

List Layout: 7 guidelines · Score: 70.1

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 Violated High · Score: -27.0

Guideline #537 Adhered 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: -64.7

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

Guideline #501 Violated High · Score: -32.4

Guideline #502 Adhered Low · Score: 16.2

Guideline #503 Violated 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: -37.7

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

Guideline #440 Violated Low · Score: -21.6

Guideline #421 Not Applicable · Score: 0.0

Guideline #443 Violated High · Score: -37.7

Guideline #446 Violated High · Score: -32.4

Guideline #422 Violated 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 Issue Resolved · Score: 21.6

Guideline #462 Not Applicable · Score: 0.0

List Items: Interface & Hit Areas: 10 guidelines · Score: -64.7

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

Guideline #448 Violated High · Score: -37.7

Guideline #528 Not Applicable · Score: 0.0

Guideline #452 Adhered Low · Score: 13.5

Guideline #450 Violated Low · Score: -13.5

Guideline #449 Adhered High · Score: 27.0

Guideline #525 Violated High · Score: -27.0

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: -59.3

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

Guideline #480 Violated High · Score: -37.7

Guideline #482 Not Applicable · Score: 0.0

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: -107.8

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

Guideline #409 Violated High · Score: -43.1

Guideline #413 Not Applicable · Score: 0.0

Guideline #418 Not Applicable · Score: 0.0

Guideline #408 Not Applicable · Score: 0.0

Guideline #417 Violated High · Score: -37.7

Guideline #540 Not Applicable · Score: 0.0

Guideline #410 Not Applicable · Score: 0.0

Guideline #414 Adhered High · Score: 27.0

Guideline #416 Violated High · Score: -27.0

Guideline #415 Violated High · Score: -27.0

Filtering: Scope & Logic: 14 guidelines · Score: -21.6

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

Guideline #424 Violated 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 Violated High · Score: -27.0

Guideline #492 Violated High · Score: -27.0

Guideline #493 Adhered High · Score: 27.0

Guideline #486 Violated High · Score: -27.0

Filtering: Interface & Layout: 11 guidelines · Score: 51.2

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 Adhered High · Score: 37.7

Guideline #464 Adhered Low · Score: 13.5

Guideline #467 Adhered High · Score: 27.0

Guideline #475 Violated High · Score: -27.0

Guideline #479 Adhered Low · Score: 13.5

Guideline #476 Violated High · Score: -27.0

Guideline #465 Neutral · Score: 0.0

Guideline #471 Adhered Low · Score: 13.5

Guideline #472 Not Applicable · Score: 0.0

Sorting: 11 guidelines · Score: -27.0

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

Guideline #510 Violated High · Score: -43.1

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 Violated 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: 576.5

Product Page Layout: 8 guidelines · Score: -10.4

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

Guideline #751 Violated High · Score: -24.2

Guideline #753 Not Applicable · Score: 0.0

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: 145.0

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 Adhered 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 Not Applicable · Score: 0.0

Guideline #756 Adhered High · Score: 17.3

Image Gallery UI: 10 guidelines · Score: 93.2

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 Violated High · Score: -24.2

Guideline #775 Adhered High · Score: 20.7

Guideline #779 Adhered High · Score: 17.3

Guideline #783 Adhered High · Score: 17.3

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: 48.3

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

Guideline #759 Adhered High · Score: 17.3

Guideline #770 Adhered High · Score: 17.3

Guideline #760 Adhered High · Score: 13.8

Guideline #761 Not Applicable · Score: 0.0

The 'Buy' Section: 9 guidelines · Score: 20.7

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

Guideline #791 Adhered High · Score: 17.3

Guideline #795 Not Applicable · Score: 0.0

Guideline #820 Violated Low · Score: -12.1

Guideline #798 Issue Resolved · Score: 17.3

Guideline #817 Violated High · Score: -17.3

Guideline #792 Violated Low · Score: -8.6

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: 39.7

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

Guideline #825 Adhered 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 Not Applicable · Score: 0.0

Guideline #802 Violated High · Score: -10.4

Guideline #805 Not Applicable · Score: 0.0

Product Variations: 9 guidelines · Score: 107.0

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 Issue Resolved · Score: 17.3

Guideline #851 Adhered High · Score: 10.4

Guideline #800 Not Applicable · Score: 0.0

Guideline #850 Issue Resolved · Score: 6.9

Guideline #852 Adhered High · Score: 6.9

Guideline #856 Issue Resolved · Score: 6.9

Product Descriptions: 7 guidelines · Score: 108.7

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 Adhered High · Score: 17.3

Guideline #845 Adhered High · Score: 17.3

Guideline #844 Adhered High · Score: 17.3

Guideline #847 Adhered Low · Score: 8.6

Specifications Sheet: 5 guidelines · Score: 51.8

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

Guideline #858 Adhered High · Score: 24.2

Guideline #840 Issue Resolved · Score: 17.3

Guideline #835 Violated High · Score: -17.3

Guideline #839 Adhered High · Score: 17.3

Guideline #857 Adhered High · Score: 10.4

User Reviews: 13 guidelines · Score: -34.5

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 Adhered 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 Violated High · Score: -17.3

Guideline #746 Adhered High · Score: 17.3

Guideline #763 Adhered High · Score: 10.4

Guideline #786 Violated Low · Score: -8.6

Auxiliary Content: 5 guidelines · Score: -48.3

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

Guideline #807 Violated High · Score: -24.2

Guideline #788 Violated High · Score: -20.7

Guideline #787 Violated High · Score: -17.3

Guideline #806 Not Applicable · Score: 0.0

Guideline #769 Adhered High · Score: 13.8

Cross-Sells & Cross-Navigation: 9 guidelines · Score: 55.2

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 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 Violated Low · Score: -8.6

Guideline #819 Issue Resolved · Score: 20.7

Guideline #827 Adhered High · Score: 10.4

Cart & Checkout: 134 guidelines · Score: 548.9

Shopping Cart & “Added to Cart” Behavior: 10 guidelines · Score: 10.2

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

Guideline #601 Issue Resolved · Score: 14.6

Guideline #600 Adhered Low · Score: 7.3

Guideline #602 Issue Resolved · Score: 14.6

Guideline #603 Violated Low · Score: -7.3

Guideline #732 Neutral · Score: 0.0

Guideline #620 Adhered High · Score: 14.6

Guideline #623 Violated High · Score: -14.6

Guideline #622 Adhered Low · Score: 7.3

Guideline #673 Violated High · Score: -14.6

Guideline #624 Violated High · Score: -11.6

Account Selection & Creation: 9 guidelines · Score: 58.2

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

Guideline #637 Adhered High · Score: 20.4

Guideline #652 Neutral · Score: 0.0

Guideline #639 Not Applicable · Score: 0.0

Guideline #677 Violated Low · Score: -10.2

Guideline #638 Adhered High · Score: 14.6

Guideline #653 Adhered High · Score: 14.6

Guideline #676 Adhered High · Score: 14.6

Guideline #665 Not Applicable · Score: 0.0

Guideline #640 Adhered Low · Score: 4.4

Customer & Address Information: 12 guidelines · Score: 77.2

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

Guideline #731 Violated Low · Score: -10.2

Guideline #566 Adhered 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 Adhered High · Score: 14.6

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: 23.3

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

Guideline #647 Not Applicable · Score: 0.0

Guideline #650 Adhered High · Score: 14.6

Guideline #646 Adhered High · Score: 14.6

Guideline #649 Violated High · Score: -14.6

Guideline #645 Adhered High · Score: 8.7

Shipping & Store Pickup: 11 guidelines · Score: -32.0

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

Guideline #544 Violated 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 Low · Score: -5.8

Guideline #549 Adhered Low · Score: 2.9

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: -11.6

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

Guideline #590 Not Applicable · Score: 0.0

Guideline #671 Violated 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 Not Applicable · Score: 0.0

Guideline #586 Adhered High · Score: 11.6

Guideline #589 Not Applicable · Score: 0.0

Credit Card Form: 10 guidelines · Score: -45.1

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

Guideline #582 Adhered High · Score: 20.4

Guideline #594 Violated High · Score: -20.4

Guideline #587 Violated High · Score: -20.4

Guideline #583 Violated High · Score: -14.6

Guideline #588 Issue Resolved · Score: 14.6

Guideline #577 Neutral · Score: 0.0

Guideline #584 Violated High · Score: -14.6

Guideline #591 Violated High · Score: -11.6

Guideline #585 Violated Low · Score: -4.4

Guideline #664 Adhered High · Score: 5.8

Order Review: 5 guidelines · Score: 0.0

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

Guideline #552 Neutral · Score: 0.0

Guideline #556 Not Applicable · Score: 0.0

Guideline #545 Not Applicable · Score: 0.0

Guideline #551 Not Applicable · Score: 0.0

Guideline #553 Not Applicable · Score: 0.0

Order Confirmation & E-Mail: 4 guidelines · Score: 21.8

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

Guideline #599 Violated Low · Score: -7.3

Guideline #596 Adhered High · Score: 11.6

Guideline #598 Adhered High · Score: 8.7

Guideline #597 Adhered High · Score: 8.7

Form & Page Design: 10 guidelines · Score: 77.2

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

Guideline #606 Adhered High · Score: 14.6

Guideline #611 Violated High · Score: -14.6

Guideline #687 Adhered High · Score: 11.6

Guideline #613 Adhered High · Score: 8.7

Guideline #607 Adhered High · Score: 8.7

Guideline #608 Violated Low · Score: -4.4

Guideline #730 Adhered Low · Score: 10.2

Guideline #679 Issue Resolved · Score: 20.4

Guideline #668 Adhered Low · Score: 7.3

Guideline #733 Adhered High · Score: 14.6

User Interactions & Distractions: 10 guidelines · Score: 75.7

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 Adhered 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 Adhered High · Score: 17.5

Guideline #657 Violated High · Score: -8.7

Guideline #699 Adhered High · Score: 5.8

Cross-Sells: 4 guidelines · Score: 24.8

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 Low · Score: 4.4

Validation Errors & Data Persistence: 10 guidelines · Score: 75.7

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

Guideline #720 Adhered High · Score: 23.3

Guideline #723 Issue Resolved · Score: 23.3

Guideline #722 Neutral · Score: 0.0

Guideline #719 Adhered High · Score: 20.4

Guideline #721 Neutral · Score: 0.0

Guideline #718 Neutral · Score: 0.0

Guideline #625 Adhered High · Score: 17.5

Guideline #626 Not Applicable · Score: 0.0

Guideline #627 Violated High · Score: -8.7

Guideline #629 Not Applicable · Score: 0.0

Field Labels & Microcopy: 7 guidelines · Score: 69.9

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

Guideline #686 Neutral · Score: 0.0

Guideline #683 Adhered High · Score: 20.4

Guideline #681 Adhered 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: 64.1

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

Guideline #674 Issue Resolved · Score: 20.4

Guideline #659 Adhered High · Score: 14.6

Guideline #669 Issue Resolved · Score: 14.6

Guideline #660 Adhered High · Score: 14.6

Guideline #658 Violated High · Score: -8.7

Guideline #705 Not Applicable · Score: 0.0

Guideline #670 Neutral · Score: 0.0

Guideline #663 Issue Resolved · Score: 8.7

Default Values & Autocompletion: 8 guidelines · Score: 69.9

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

Guideline #555 Adhered 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: 268.0

Mobile Homepage, Navigation, & Search: 12 guidelines · Score: 116.3

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

Guideline #209 Adhered High · Score: 31.5

Guideline #116 Issue Resolved · Score: 31.5

Guideline #130 Adhered High · Score: 23.6

Guideline #228 Violated High · Score: -19.7

Guideline #210 Adhered High · Score: 27.6

Guideline #211 Violated High · Score: -31.5

Guideline #229 Adhered High · Score: 27.6

Guideline #230 Adhered Low · Score: 13.8

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: -31.5

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

Guideline #90 Adhered High · Score: 31.5

Guideline #89 Violated High · Score: -27.6

Guideline #79 Adhered Low · Score: 11.8

Guideline #233 Violated Low · Score: -9.9

Guideline #87 Violated High · Score: -19.7

Guideline #76 Adhered High · Score: 23.6

Guideline #80 Violated 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 Violated Low · Score: -7.9

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: -53.2

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

Guideline #212 Violated High · Score: -27.6

Guideline #221 Neutral · Score: 0.0

Guideline #215 Violated Low · Score: -9.9

Guideline #222 Not Applicable · Score: 0.0

Guideline #68 Not Applicable · Score: 0.0

Guideline #232 Not Applicable · Score: 0.0

Guideline #219 Violated High · Score: -15.8

Guideline #213 Neutral · Score: 0.0

Guideline #142 Not Applicable · Score: 0.0

Mobile Product Page Layouts: 6 guidelines · Score: -3.9

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

Guideline #111 Violated High · Score: -27.6

Guideline #144 Adhered High · Score: 23.6

Guideline #154 Violated High · Score: -19.7

Guideline #149 Violated High · Score: -19.7

Guideline #234 Issue Resolved · Score: 19.7

Guideline #176 Adhered High · Score: 19.7

Mobile Product Descriptions, Specs, & Images: 13 guidelines · Score: -3.9

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

Guideline #159 Violated High · Score: -23.6

Guideline #169 Violated High · Score: -15.8

Guideline #77 Not Applicable · Score: 0.0

Guideline #109 Adhered High · Score: 31.5

Guideline #110 Violated High · Score: -27.6

Guideline #113 Violated High · Score: -27.6

Guideline #112 Adhered High · Score: 15.8

Guideline #114 Violated Low · Score: -3.9

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: 13.8

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

Guideline #208 Adhered High · Score: 19.7

Guideline #140 Violated High · Score: -11.8

Guideline #104 Violated High · Score: -31.5

Guideline #103 Not Applicable · Score: 0.0

Guideline #107 Adhered High · Score: 23.6

Guideline #106 Not Applicable · Score: 0.0

Guideline #127 Adhered 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: 33.5

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

Guideline #120 Not Applicable · Score: 0.0

Guideline #108 Violated High · Score: -27.6

Guideline #168 Not Applicable · Score: 0.0

Guideline #167 Not Applicable · Score: 0.0

Guideline #139 Issue Resolved · Score: 23.6

Guideline #150 Not Applicable · Score: 0.0

Guideline #205 Neutral · Score: 0.0

Guideline #118 Adhered High · Score: 19.7

Guideline #194 Adhered High · Score: 19.7

Guideline #192 Violated High · Score: -7.9

Guideline #196 Adhered 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: 86.7

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 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 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 Violated High · Score: -31.5

Guideline #160 Adhered High · Score: 27.6

Guideline #157 Violated High · Score: -23.6

Guideline #145 Violated High · Score: -23.6

Guideline #171 Issue Resolved · Score: 19.7

Guideline #184 Adhered High · Score: 15.8

Guideline #220 Not Applicable · Score: 0.0

Touch Keyboards: 5 guidelines · Score: 78.8

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

Guideline #71 Adhered 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: 31.5

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

Guideline #119 Adhered Low · Score: 13.8

Guideline #224 Violated High · Score: -31.5

Guideline #226 Adhered High · Score: 23.6

Guideline #225 Adhered Low · Score: 9.9

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, Williams-Sonoma’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: Houseware & Furnishing

Overall Williams-Sonoma ranks 49 when comparing their e-commerce UX performance against the 59 other major US e-commerce sites in the benchmark, and ranks 4 in the Houseware & Furnishing industry.

Poor
Acceptable
Good