Sports Direct UX Case Study
This is a case study of Sports Direct’s e-commerce user experience (UX) performance. It’s based on an exhaustive performance review of 240 design elements. 250 other sites have also been benchmarked for a complete picture of the e-commerce UX landscape.
Sports Direct’s overall e-commerce UX performance is mediocre. Their main culprits are poor Homepage & Category Navigation, Mobile Homepage & Category Navigation, and On-Site Search performances.
First benchmarked in September 2021, and reviewed 5 times since then, most recently in August 2023.
Desktop Web
252 Guidelines · Performance:
Homepage & Category Navigation
29 Guidelines · Performance:
On-Site Search
23 Guidelines · Performance:
Product Lists & Filtering
51 Guidelines · Performance:
Product Page
60 Guidelines · Performance:
Cart & Checkout
71 Guidelines · Performance:
Accounts & Self-Service
18 Guidelines · Performance:
Mobile Web
251 Guidelines · Performance:
To learn how we calculate our performance scores and read up on our evaluation criteria and scoring algorithm head over to our Methodology page.
The scatterplot you see above is the free version we make public to all our users. If you wish to dive deeper and learn about each guideline and even review your own site you’ll need to get premium access.
Sports Direct’s Desktop Web E-Commerce Design
25 pages of Sports Direct’s e-commerce site, marked up with 305 best practice examples:
Sports Direct’s Mobile Web E-Commerce Design
18 pages of Sports Direct’s e-commerce site, marked up with 142 best practice examples:
Explore Other Research Content
Every week, we publish a new article on how to build “state of the art” e-commerce experiences — here’s 5 popular ones:
Drop-Down Usability: When You Should (and Shouldn’t) Use Them
Format the “Expiration Date” Fields Exactly the Same as the Physical Credit Card (72% Don’t)
PDP UX: Core Product Content Is Overlooked in ‘Horizontal Tabs’ Layouts (Yet 28% of Sites Have This Layout)
Form Field Usability: Avoid Extensive Multicolumn Layouts (16% Make This Form Usability Mistake)
Form Usability: Getting ‘Address Line 2’ Right
See all 401 articles in the full public archive.