Benchmark Overview

Zulily’s E-Commerce UX

This is a case study of Zulily’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

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

Poor
Acceptable
Good

On-Site Search: 49 guidelines · Score: -30.2

Search Query Types: 12 guidelines · Score: -124.2

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Guideline #333 Violated High · Score: -53.7

Guideline #334 Neutral · Score: 0.0

Guideline #340 Adhered Low · Score: 16.8

Guideline #335 Violated High · Score: -33.6

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 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: 83.9

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Guideline #336 Not Applicable · Score: 0.0

Guideline #346 Violated High · Score: -40.3

Guideline #349 Violated Low · Score: -16.8

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 Not Applicable · Score: 0.0

Guideline #352 Not Applicable · Score: 0.0

Search Autocomplete: 7 guidelines · Score: 117.5

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Guideline #359 Adhered High · Score: 40.3

Guideline #404 Violated Low · Score: -20.1

Guideline #361 Violated High · Score: -20.1

Guideline #356 Adhered Low · Score: 16.8

Guideline #369 Adhered High · Score: 40.3

Guideline #368 Adhered High · Score: 33.6

Guideline #363 Adhered High · Score: 26.9

Results Logic & Guidance: 8 guidelines · Score: -87.3

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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 Violated High · Score: -20.1

Guideline #394 Adhered High · Score: 33.6

Guideline #365 Issue Resolved · Score: 33.6

Guideline #371 Not Applicable · Score: 0.0

Results Layout & Filtering: 12 guidelines · Score: -20.1

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 Issue Resolved · Score: 47.0

Guideline #381 Neutral · Score: 0.0

Guideline #377 Neutral · Score: 0.0

Guideline #376 Violated High · Score: -53.7

Guideline #403 Not Applicable · Score: 0.0

Guideline #393 Not Applicable · Score: 0.0

Guideline #406 Not Applicable · Score: 0.0

Guideline #378 Violated High · Score: -33.6

Guideline #401 Not Applicable · Score: 0.0

Guideline #402 Not Applicable · Score: 0.0

All 60 sites were benchmarked across the 610 guidelines. During our evaluation, Zulily’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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Zulily’s Desktop E-Commerce Design

4 pages of Zulily’s e-commerce site, marked up with 21 best practice examples