Site Info

This is a usability benchmark of Target's checkout process. In total, 100 sites have been benchmarked across 63 usability guidelines from the E-Commerce Checkout research study. You can also navigate the sites by checkout step.

Legal name: Target Corp.

Website URL: target.com

Industry: Mass Merchant

Rank: 27 of 100

Reviewed on: March 12, 2012

Reviewed by: Christian Holst

Also in the: Homepage & Category Benchmark and E-Commerce Search Benchmark

Usability Evaluation

When reviewed on March 12, 2012, the e-commerce checkout process of Target adhered to 38 usability guidelines, violated 17, and scored neutral on 4 occasions, while a remaining 4 guidelines weren’t applicable.

To read each guideline and review your own sites, you’ll need Pro access.

See methodology to read up on the evaluation criteria and scoring algorithm.

Show detailed score breakdown

Benchmark averages

Data Input -13.6

Copywriting 10.2

Layout 133.9

Navigation 78

Flow -30.5

Focus 110.2

Total score: 288

  • Data Input Score: -13.6

    • Guideline #1 -27.1 Violated High
    • Guideline #2 -10.2 Violated Low
    • Guideline #3 -10.2 Violated Low
    • Guideline #4 20.3 Adhered High
    • Guideline #5 6.8 Adhered Low
    • Guideline #6 -13.6 Violated High
    • Guideline #7 3.4 Adhered Low
    • Guideline #8 10.2 Issue Resolved
    • Guideline #9 -10.2 Violated High
    • Guideline #10 10.2 Adhered High
    • Guideline #11 -6.8 Violated High
    • Guideline #12 6.8 Adhered High
    • Guideline #13 0 Not Applicable
    • Guideline #14 6.8 Adhered High
    • Guideline #15 0 Neutral
  • Copywriting Score: 10.2

    • Guideline #16 -27.1 Violated High
    • Guideline #17 20.3 Adhered High
    • Guideline #18 20.3 Issue Resolved
    • Guideline #19 -16.9 Violated High
    • Guideline #20 0 Neutral
    • Guideline #21 13.6 Adhered High
    • Guideline #22 6.8 Adhered High
    • Guideline #23 -6.8 Violated High
  • Layout Score: 133.9

    • Guideline #24 23.7 Adhered High
    • Guideline #25 23.7 Adhered High
    • Guideline #26 23.7 Adhered High
    • Guideline #27 16.9 Adhered High
    • Guideline #28 0 Neutral
    • Guideline #29 16.9 Issue Resolved
    • Guideline #30 -20.3 Violated High
    • Guideline #31 10.2 Adhered High
    • Guideline #32 10.2 Adhered High
    • Guideline #33 5.1 Adhered Low
    • Guideline #34 0 Not Applicable
    • Guideline #35 6.8 Adhered High
    • Guideline #36 6.8 Adhered High
    • Guideline #37 6.8 Issue Resolved
    • Guideline #38 3.4 Adhered Low
  • Navigation Score: 78

    • Guideline #39 20.3 Issue Resolved
    • Guideline #40 10.2 Adhered Low
    • Guideline #41 20.3 Issue Resolved
    • Guideline #42 16.9 Adhered High
    • Guideline #43 0 Neutral
    • Guideline #44 13.6 Adhered High
    • Guideline #45 -10.2 Violated High
    • Guideline #46 6.8 Adhered High
  • Flow Score: -30.5

    • Guideline #47 23.7 Adhered High
    • Guideline #48 0 Not Applicable
    • Guideline #49 -23.7 Violated High
    • Guideline #50 -16.9 Violated High
    • Guideline #51 -13.6 Violated High
    • Guideline #52 -13.6 Violated High
    • Guideline #53 13.6 Issue Resolved
  • Focus Score: 110.2

    • Guideline #54 27.1 Adhered High
    • Guideline #55 27.1 Adhered High
    • Guideline #56 16.9 Adhered High
    • Guideline #57 0 Not Applicable
    • Guideline #58 -8.5 Violated Low
    • Guideline #59 16.9 Issue Resolved
    • Guideline #60 16.9 Issue Resolved
    • Guideline #61 13.6 Issue Resolved
    • Guideline #62 6.8 Adhered High
    • Guideline #63 -6.8 Violated High

Industry Comparison

A total of 15 sites were benchmarked in the Mass Merchant industry, of which Target ranks 4. This makes the site...

Not as good as:

Checkout Design

The checkout process of Target is 5 steps long and has been marked up with 36 examples of usability best (and worst) practices.

Tip: See the full-size screenshots by clicking the thumbnails below or clicking the arrows on the edge of the page.

Checkout Step 1 of 5 Cart

In this checkout step there's 4 highlights (pro only) outlining what Target are doing right and wrong.

Tip: Navigate using the arrows on the left and right of the page.

Target's Cart Checkout Step

Guideline #51

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Guideline #58

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Guideline #50

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Guideline #27

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Checkout Step 2 of 5 Account

In this checkout step there's 3 highlights (pro only) outlining what Target are doing right and wrong.

Tip: Navigate using the arrows on the left and right of the page.

Target's Account Checkout Step

Guideline #25

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Checkout Step 3 of 5 Shipping address, Delivery options

In this checkout step there's 10 highlights (pro only) outlining what Target are doing right and wrong.

Tip: Navigate using the arrows on the left and right of the page.

Target's Shipping address and Delivery options Checkout Step

Guideline #6

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Guideline #16

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Guideline #56

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Guideline #5

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Guideline #11

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Guideline #9

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Guideline #52

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Guideline #51

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Guideline #51

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Checkout Step 4 of 5 Billing address, Payment

In this checkout step there's 16 highlights (pro only) outlining what Target are doing right and wrong.

Tip: Navigate using the arrows on the left and right of the page.

Target's Billing address and Payment Checkout Step

Guideline #45

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Guideline #63

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Guideline #23

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Guideline #19

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Guideline #2

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Guideline #1

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Guideline #10

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Guideline #55

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Guideline #21

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Guideline #58

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Guideline #42

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Guideline #30

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Guideline #50

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Guideline #49

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Guideline #27

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Guideline #28

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Checkout Step 5 of 5 Order review

In this checkout step there's 3 highlights (pro only) outlining what Target are doing right and wrong.

Tip: Navigate using the arrows on the left and right of the page.

Target's Order review Checkout Step

Guideline #54

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Guideline #44

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Guideline #35

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