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Sephora’s Checkout UX

This is a usability benchmark of the checkout experience of Sephora and 49 other sites. The overall performance of Sephora is acceptable. For instance, Sephora's checkout has state of the art Order Review and Field Design & Features yet suffers from broken Payment Flow & Methods (Incl. 3rd-Party) and Account Selection & Creation.

Rank: #10 of 50

Usability Score: 576

URL: sephora.com

Reviewed by: Lauryn Smith

Poor
Acceptable
Good

Overall Checkout UX Performance

134 Guidelines · Score: 576.0

Shopping Cart & “Added to Cart” Behavior

10 Guidelines · Score: 32.3

Guideline #4: Adhered High · Score: 12.0
Guideline #5: Issue Resolved · Score: 12.0
Guideline #6: Issue Resolved · Score: 12.0
Guideline #7: Issue Resolved · Score: 12.0
Guideline #8: Neutral · Score: 0.0
Guideline #9: Violated Low · Score: -6.0
Guideline #10: Violated Low · Score: -6.0
Guideline #11: Adhered Low · Score: 6.0
Guideline #12: Not Applicable · Score: 0.0
Guideline #13: Violated High · Score: -9.6
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Account Selection & Creation

9 Guidelines · Score: -34.7

“Broken” Performance
Guideline #14: Violated High · Score: -16.7
Guideline #15: Violated Low · Score: -8.4
Guideline #16: Not Applicable · Score: 0.0
Guideline #17: Adhered High · Score: 16.7
Guideline #18: Violated High · Score: -12.0
Guideline #19: Violated Low · Score: -6.0
Guideline #20: Violated High · Score: -12.0
Guideline #21: Not Applicable · Score: 0.0
Guideline #22: Adhered Low · Score: 3.6
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Customer & Address Information

12 Guidelines · Score: 69.4

Guideline #23: Violated Low · Score: -8.4
Guideline #24: Adhered High · Score: 19.1
Guideline #25: Not Applicable · Score: 0.0
Guideline #26: Issue Resolved · Score: 16.7
Guideline #27: Issue Resolved · Score: 16.7
Guideline #28: Adhered High · Score: 12.0
Guideline #29: Adhered High · Score: 12.0
Guideline #30: Violated Low · Score: -6.0
Guideline #31: Not Applicable · Score: 0.0
Guideline #32: Not Applicable · Score: 0.0
Guideline #33: Not Applicable · Score: 0.0
Guideline #34: Adhered High · Score: 7.2
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Gifting Flow & Features

5 Guidelines · Score: 16.7

Guideline #35: Not Applicable · Score: 0.0
Guideline #36: Adhered High · Score: 12.0
Guideline #37: Adhered High · Score: 12.0
Guideline #38: Not Applicable · Score: 0.0
Guideline #39: Violated High · Score: -7.2
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Shipping & Store Pickup

11 Guidelines · Score: 47.8

Guideline #40: Adhered High · Score: 16.7
Guideline #41: Adhered High · Score: 14.4
Guideline #42: Adhered High · Score: 12.0
Guideline #43: Adhered High · Score: 12.0
Guideline #44: Violated High · Score: -9.6
Guideline #45: Adhered Low · Score: 2.4
Guideline #46: Not Applicable · Score: 0.0
Guideline #47: Not Applicable · Score: 0.0
Guideline #48: Not Applicable · Score: 0.0
Guideline #49: Not Applicable · Score: 0.0
Guideline #50: Not Applicable · Score: 0.0
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Payment Flow & Methods (Incl. 3rd-Party)

8 Guidelines · Score: -22.7

“Broken” Performance
Guideline #51: Violated Low · Score: -6.0
Guideline #52: Violated High · Score: -14.4
Guideline #53: Not Applicable · Score: 0.0
Guideline #54: Violated High · Score: -12.0
Guideline #55: Not Applicable · Score: 0.0
Guideline #56: Not Applicable · Score: 0.0
Guideline #57: Adhered High · Score: 9.6
Guideline #58: Not Applicable · Score: 0.0
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Credit Card Form

10 Guidelines · Score: -3.6

“Broken” Performance
Guideline #59: Violated High · Score: -16.7
Guideline #60: Violated High · Score: -16.7
Guideline #61: Adhered High · Score: 16.7
Guideline #62: Adhered High · Score: 12.0
Guideline #63: Violated High · Score: -12.0
Guideline #64: Neutral · Score: 0.0
Guideline #65: Adhered Low · Score: 6.0
Guideline #66: Adhered High · Score: 9.6
Guideline #67: Violated High · Score: -7.2
Guideline #68: Adhered High · Score: 4.8
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Order Review

5 Guidelines · Score: 38.3

“State of the Art” Performance
Guideline #69: Adhered High · Score: 16.7
Guideline #70: Adhered Low · Score: 7.2
Guideline #71: Adhered High · Score: 12.0
Guideline #72: Adhered High · Score: 12.0
Guideline #73: Violated High · Score: -9.6
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Order Confirmation & E-Mail

4 Guidelines · Score: 7.2

“Broken” Performance
Guideline #74: Violated High · Score: -12.0
Guideline #75: Adhered Low · Score: 4.8
Guideline #76: Adhered High · Score: 7.2
Guideline #77: Adhered High · Score: 7.2
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Page Design

6 Guidelines · Score: 23.9

Guideline #78: Adhered High · Score: 12.0
Guideline #79: Violated High · Score: -12.0
Guideline #80: Adhered High · Score: 9.6
Guideline #81: Issue Resolved · Score: 7.2
Guideline #82: Adhered Low · Score: 3.6
Guideline #83: Adhered Low · Score: 3.6
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User Attention & Interactions

6 Guidelines · Score: 67.0

“State of the Art” Performance
Guideline #84: Adhered High · Score: 16.7
Guideline #85: Adhered High · Score: 12.0
Guideline #86: Adhered High · Score: 12.0
Guideline #87: Adhered High · Score: 12.0
Guideline #88: Issue Resolved · Score: 14.4
Guideline #89: Not Applicable · Score: 0.0
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Cross-Sells

4 Guidelines · Score: 33.5

Guideline #90: Adhered High · Score: 16.7
Guideline #91: Adhered High · Score: 12.0
Guideline #92: Issue Resolved · Score: 12.0
Guideline #93: Violated High · Score: -7.2
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Form Design & Features

8 Guidelines · Score: 94.5

“State of the Art” Performance
Guideline #94: Adhered High · Score: 16.7
Guideline #95: Adhered High · Score: 16.7
Guideline #96: Adhered High · Score: 16.7
Guideline #97: Adhered Low · Score: 6.0
Guideline #98: Adhered High · Score: 14.4
Guideline #99: Adhered High · Score: 12.0
Guideline #100: Adhered High · Score: 7.2
Guideline #101: Adhered High · Score: 4.8
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Validation Errors & Data Persistence

6 Guidelines · Score: 23.9

Guideline #102: Adhered High · Score: 19.1
Guideline #103: Adhered High · Score: 19.1
Guideline #104: Violated High · Score: -16.7
Guideline #105: Adhered High · Score: 16.7
Guideline #106: Neutral · Score: 0.0
Guideline #107: Violated High · Score: -14.4
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Address Validators

4 Guidelines · Score: 0.0

Guideline #108: Not Applicable · Score: 0.0
Guideline #109: Not Applicable · Score: 0.0
Guideline #110: Not Applicable · Score: 0.0
Guideline #111: Not Applicable · Score: 0.0
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Field Labels & Microcopy

7 Guidelines · Score: 29.9

Guideline #112: Violated Low · Score: -9.6
Guideline #113: Adhered High · Score: 16.7
Guideline #114: Adhered High · Score: 12.0
Guideline #115: Adhered High · Score: 9.6
Guideline #116: Violated Low · Score: -6.0
Guideline #117: Not Applicable · Score: 0.0
Guideline #118: Adhered High · Score: 7.2
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Field Design & Features

8 Guidelines · Score: 59.8

“State of the Art” Performance
Guideline #119: Adhered High · Score: 16.7
Guideline #120: Adhered High · Score: 12.0
Guideline #121: Adhered High · Score: 12.0
Guideline #122: Adhered High · Score: 12.0
Guideline #123: Adhered High · Score: 7.2
Guideline #124: Violated Low · Score: -3.6
Guideline #125: Violated Low · Score: -3.6
Guideline #126: Issue Resolved · Score: 7.2
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Default Values & Autocompletion

8 Guidelines · Score: 75.3

“State of the Art” Performance
Guideline #127: Adhered High · Score: 16.7
Guideline #128: Adhered High · Score: 14.4
Guideline #129: Adhered High · Score: 14.4
Guideline #130: Adhered High · Score: 12.0
Guideline #131: Adhered High · Score: 14.4
Guideline #132: Violated Low · Score: -3.6
Guideline #133: Not Applicable · Score: 0.0
Guideline #134: Adhered High · Score: 7.2
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All 50 sites were benchmarked across the 134 guidelines from the E-Commerce Checkout usability study. During our evaluation, Sephora's checkout process adhered to 78 usability guidelines, violated 30, and scored neutral on 3 occasions, while a remaining 29 guidelines weren’t applicable.

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

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Industry Comparison: Health & Beauty

Overall Sephora ranks 10 when comparing their checkout UX performance against the 49 other major US e-commerce sites in the benchmark, and is the best performing site in the Health & Beauty industry.

Poor
Acceptable
Good

1. Sephora

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