Site Info

This is a usability benchmark of Safeway'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: Safeway Inc.

Website URL: shop.safeway.com

Industry: Food & Drug

Rank: 95 of 100

Reviewed on: March 30, 2012

Reviewed by: Christian Holst

Usability Evaluation

When reviewed on March 30, 2012, the e-commerce checkout process of Safeway adhered to 28 usability guidelines, violated 24, and scored neutral on 4 occasions, while a remaining 7 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 17.9

Copywriting 66.1

Layout -46.4

Navigation 32.1

Flow -89.3

Focus 0

Total score: -20

  • Data Input Score: 17.9

    • Guideline #1 28.6 Adhered High
    • Guideline #2 0 Neutral
    • Guideline #3 -21.4 Violated High
    • Guideline #4 21.4 Adhered High
    • Guideline #5 -14.3 Violated High
    • Guideline #6 -14.3 Violated High
    • Guideline #7 -7.1 Violated High
    • Guideline #8 10.7 Issue Resolved
    • Guideline #9 10.7 Adhered High
    • Guideline #10 -10.7 Violated High
    • Guideline #11 -7.1 Violated High
    • Guideline #12 7.1 Adhered High
    • Guideline #13 0 Not Applicable
    • Guideline #14 7.1 Issue Resolved
    • Guideline #15 7.1 Adhered High
  • Copywriting Score: 66.1

    • Guideline #16 28.6 Adhered High
    • Guideline #17 -21.4 Violated High
    • Guideline #18 21.4 Adhered High
    • Guideline #19 8.9 Adhered Low
    • Guideline #20 0 Not Applicable
    • Guideline #21 14.3 Adhered High
    • Guideline #22 7.1 Adhered High
    • Guideline #23 7.1 Adhered High
  • Layout Score: -46.4

    • Guideline #24 -25.0 Violated High
    • Guideline #25 0 Not Applicable
    • Guideline #26 -25.0 Violated High
    • Guideline #27 -17.9 Violated High
    • Guideline #28 0 Not Applicable
    • Guideline #29 17.9 Issue Resolved
    • Guideline #30 -21.4 Violated High
    • Guideline #31 -5.4 Violated Low
    • Guideline #32 10.7 Adhered High
    • Guideline #33 -5.4 Violated Low
    • Guideline #34 0 Not Applicable
    • Guideline #35 3.6 Adhered Low
    • Guideline #36 7.1 Adhered High
    • Guideline #37 7.1 Issue Resolved
    • Guideline #38 7.1 Adhered High
  • Navigation Score: 32.1

    • Guideline #39 21.4 Issue Resolved
    • Guideline #40 -21.4 Violated High
    • Guideline #41 21.4 Issue Resolved
    • Guideline #42 17.9 Adhered High
    • Guideline #43 -14.3 Violated High
    • Guideline #44 14.3 Adhered High
    • Guideline #45 0 Neutral
    • Guideline #46 -7.1 Violated High
  • Flow Score: -89.3

    • Guideline #47 -25.0 Violated High
    • Guideline #48 0 Neutral
    • Guideline #49 -25.0 Violated High
    • Guideline #50 -17.9 Violated High
    • Guideline #51 0 Neutral
    • Guideline #52 -7.1 Violated Low
    • Guideline #53 -14.3 Violated High
  • Focus Score: 0

    • Guideline #54 -28.6 Violated High
    • Guideline #55 -28.6 Violated High
    • Guideline #56 17.9 Adhered High
    • Guideline #57 0 Not Applicable
    • Guideline #58 -17.9 Violated High
    • Guideline #59 17.9 Issue Resolved
    • Guideline #60 17.9 Issue Resolved
    • Guideline #61 14.3 Issue Resolved
    • Guideline #62 0 Not Applicable
    • Guideline #63 7.1 Issue Resolved

Industry Comparison

A total of 7 sites were benchmarked in the Food & Drug industry, of which Safeway ranks 7. This makes the site...

Better than:

None – this is the worst site in the industry

Checkout Design

The checkout process of Safeway is 9 steps long and has been marked up with 33 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 9 Account

In this checkout step there's 13 highlights (pro only) outlining what Safeway are doing right and wrong.

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

Safeway's Account Checkout Step

Guideline #2

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Guideline #9

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Guideline #56

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Guideline #5

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Guideline #6

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Guideline #16

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Guideline #10

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Checkout Step 2 of 9 Account

In this checkout step there's 1 highlight (pro only) outlining what Safeway are doing right and wrong.

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

Safeway's Account Checkout Step

Checkout Step 3 of 9 Cart

In this checkout step there's 2 highlights (pro only) outlining what Safeway are doing right and wrong.

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

Safeway's Cart Checkout Step

Guideline #27

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Checkout Step 4 of 9 Delivery options

In this checkout step there's 1 highlight (pro only) outlining what Safeway are doing right and wrong.

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

Safeway's Delivery options Checkout Step

Checkout Step 5 of 9 Delivery options

In this checkout step there's 1 highlight (pro only) outlining what Safeway are doing right and wrong.

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

Safeway's Delivery options Checkout Step

Guideline #27

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Checkout Step 6 of 9 Shipping address

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

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

Safeway's Shipping address Checkout Step

Guideline #53

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Guideline #42

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Guideline #36

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Guideline #1

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Checkout Step 7 of 9

In this checkout step there's 2 highlights (pro only) outlining what Safeway are doing right and wrong.

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

Safeway's  Checkout Step

Guideline #49

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Checkout Step 8 of 9

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

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

Safeway's  Checkout Step

Guideline #38

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Guideline #18

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Checkout Step 9 of 9 Payment, Order review

In this checkout step there's 6 highlights (pro only) outlining what Safeway are doing right and wrong.

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

Safeway's Payment and Order review Checkout Step

Guideline #17

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Guideline #2

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Guideline #23

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Guideline #3

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Guideline #21

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