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Target’s Checkout UX

This is a usability benchmark of the checkout experience of Target and 99 other sites. The overall performance of Target is decent. For instance, Target's checkout has state of the art Focus and Layout yet suffers from broken Data Input and Flow.

Rank: #26 of 100

Usability Score: 647

URL: target.com

Reviewed by: Christian Holst

Poor
Acceptable
Good

Data Input

15 Guidelines · Score: -30.5

“Broken” Performance
Guideline #1: Violated High · Score: -60.9
Guideline #2: Violated Low · Score: -22.8
Guideline #3: Violated Low · Score: -22.8
Guideline #4: Adhered High · Score: 45.7
Guideline #5: Adhered Low · Score: 15.2
Guideline #6: Violated High · Score: -30.5
Guideline #7: Adhered Low · Score: 7.6
Guideline #8: Issue Resolved · Score: 22.8
Guideline #9: Violated High · Score: -22.8
Guideline #10: Adhered High · Score: 22.8
Guideline #11: Violated High · Score: -15.2
Guideline #12: Adhered High · Score: 15.2
Guideline #13: Not Applicable · Score: 0.0
Guideline #14: Adhered High · Score: 15.2
Guideline #15: Neutral · Score: 0.0
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Copywriting

8 Guidelines · Score: 22.8

Guideline #16: Violated High · Score: -60.9
Guideline #17: Adhered High · Score: 45.7
Guideline #18: Issue Resolved · Score: 45.7
Guideline #19: Violated High · Score: -38.1
Guideline #20: Neutral · Score: 0.0
Guideline #21: Adhered High · Score: 30.5
Guideline #22: Adhered High · Score: 15.2
Guideline #23: Violated High · Score: -15.2
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Layout

15 Guidelines · Score: 300.8

“State of the Art” Performance
Guideline #24: Adhered High · Score: 53.3
Guideline #25: Adhered High · Score: 53.3
Guideline #26: Adhered High · Score: 53.3
Guideline #27: Adhered High · Score: 38.1
Guideline #28: Neutral · Score: 0.0
Guideline #29: Issue Resolved · Score: 38.1
Guideline #30: Violated High · Score: -45.7
Guideline #31: Adhered High · Score: 22.8
Guideline #32: Adhered High · Score: 22.8
Guideline #33: Adhered Low · Score: 11.4
Guideline #34: Not Applicable · Score: 0.0
Guideline #35: Adhered High · Score: 15.2
Guideline #36: Adhered High · Score: 15.2
Guideline #37: Issue Resolved · Score: 15.2
Guideline #38: Adhered Low · Score: 7.6
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Navigation

8 Guidelines · Score: 175.1

“State of the Art” Performance
Guideline #39: Issue Resolved · Score: 45.7
Guideline #40: Adhered Low · Score: 22.8
Guideline #41: Issue Resolved · Score: 45.7
Guideline #42: Adhered High · Score: 38.1
Guideline #43: Neutral · Score: 0.0
Guideline #44: Adhered High · Score: 30.5
Guideline #45: Violated High · Score: -22.8
Guideline #46: Adhered High · Score: 15.2
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Flow

7 Guidelines · Score: -68.5

“Broken” Performance
Guideline #47: Adhered High · Score: 53.3
Guideline #48: Not Applicable · Score: 0.0
Guideline #49: Violated High · Score: -53.3
Guideline #50: Violated High · Score: -38.1
Guideline #51: Violated High · Score: -30.5
Guideline #52: Violated High · Score: -30.5
Guideline #53: Issue Resolved · Score: 30.5
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Focus

10 Guidelines · Score: 247.5

“State of the Art” Performance
Guideline #54: Adhered High · Score: 60.9
Guideline #55: Adhered High · Score: 60.9
Guideline #56: Adhered High · Score: 38.1
Guideline #57: Not Applicable · Score: 0.0
Guideline #58: Violated Low · Score: -19.0
Guideline #59: Issue Resolved · Score: 38.1
Guideline #60: Issue Resolved · Score: 38.1
Guideline #61: Issue Resolved · Score: 30.5
Guideline #62: Adhered High · Score: 15.2
Guideline #63: Violated High · Score: -15.2
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All 100 sites were benchmarked across the 63 guidelines from the E-Commerce Checkout usability study. During our evaluation, Target's checkout process adhered to 38 usability guidelines, violated 17, and scored neutral on 4 occasions, while a remaining 4 guidelines weren’t applicable.

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

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Industry Comparison: Mass Merchant

Overall Target ranks 26 when comparing their checkout UX performance against the 99 other major US e-commerce sites in the benchmark, and ranks 4 in the Mass Merchant industry.

Poor
Acceptable
Good

1. Sears

3. Walmart

4. Target

5. Buy.com

6. Kohl's

10. Amazon

“Broken” Performance

14. ShopNBC

“Broken” Performance

15. Costco

“Broken” Performance
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