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Site Info

This is a usability benchmark of Sephora'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: Sephora USA Inc.

Website URL: sephora.com

Industry: Health & Beauty

Rank: 76 of 100

Reviewed on: April 5, 2012

Reviewed by: Christian Holst

Also in the: E-Commerce Search Benchmark

Usability Evaluation

When reviewed on April 5, 2012, the e-commerce checkout process of Sephora adhered to 30 usability guidelines, violated 28, and scored neutral on 2 occasions, while a remaining 3 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 -53.3

Copywriting 48.3

Layout 21.7

Navigation 90

Flow 50

Focus -45

Total score: 112

  • Data Input Score: -53.3

    • Guideline #1 -26.7 Violated High
    • Guideline #2 -10.0 Violated Low
    • Guideline #3 -10.0 Violated Low
    • Guideline #4 20.0 Adhered High
    • Guideline #5 -6.7 Violated Low
    • Guideline #6 -13.3 Violated High
    • Guideline #7 -6.7 Violated High
    • Guideline #8 10.0 Issue Resolved
    • Guideline #9 -10.0 Violated High
    • Guideline #10 -10.0 Violated High
    • Guideline #11 -6.7 Violated High
    • Guideline #12 6.7 Adhered High
    • Guideline #13 0 Not Applicable
    • Guideline #14 6.7 Issue Resolved
    • Guideline #15 3.3 Adhered Low
  • Copywriting Score: 48.3

    • Guideline #16 26.7 Adhered High
    • Guideline #17 20.0 Adhered High
    • Guideline #18 20.0 Issue Resolved
    • Guideline #19 16.7 Issue Resolved
    • Guideline #20 -8.3 Violated Low
    • Guideline #21 -13.3 Violated High
    • Guideline #22 -6.7 Violated High
    • Guideline #23 -6.7 Violated High
  • Layout Score: 21.7

    • Guideline #24 11.7 Adhered Low
    • Guideline #25 0 Not Applicable
    • Guideline #26 11.7 Adhered Low
    • Guideline #27 16.7 Adhered High
    • Guideline #28 -16.7 Violated High
    • Guideline #29 16.7 Issue Resolved
    • Guideline #30 -20.0 Violated High
    • Guideline #31 -5.0 Violated Low
    • Guideline #32 -10.0 Violated High
    • Guideline #33 10.0 Adhered High
    • Guideline #34 -10.0 Violated High
    • Guideline #35 3.3 Adhered Low
    • Guideline #36 0 Neutral
    • Guideline #37 6.7 Adhered High
    • Guideline #38 6.7 Adhered High
  • Navigation Score: 90

    • Guideline #39 20.0 Issue Resolved
    • Guideline #40 20.0 Adhered High
    • Guideline #41 20.0 Issue Resolved
    • Guideline #42 16.7 Adhered High
    • Guideline #43 13.3 Adhered High
    • Guideline #44 13.3 Adhered High
    • Guideline #45 -10.0 Violated High
    • Guideline #46 -3.3 Violated Low
  • Flow Score: 50

    • Guideline #47 23.3 Adhered High
    • Guideline #48 0 Neutral
    • Guideline #49 23.3 Adhered High
    • Guideline #50 -16.7 Violated High
    • Guideline #51 -6.7 Violated Low
    • Guideline #52 13.3 Adhered High
    • Guideline #53 13.3 Issue Resolved
  • Focus Score: -45

    • Guideline #54 -26.7 Violated High
    • Guideline #55 -26.7 Violated High
    • Guideline #56 -8.3 Violated Low
    • Guideline #57 -8.3 Violated Low
    • Guideline #58 -8.3 Violated Low
    • Guideline #59 16.7 Adhered High
    • Guideline #60 16.7 Issue Resolved
    • Guideline #61 6.7 Adhered Low
    • Guideline #62 0 Not Applicable
    • Guideline #63 -6.7 Violated High

Industry Comparison

A total of 8 sites were benchmarked in the Health & Beauty industry, of which Sephora ranks 6. This makes the site...

Better than:

Checkout Design

The checkout process of Sephora is 8 steps long and has been marked up with 37 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 8 Cart

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

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

Sephora's Cart Checkout Step

Guideline #43

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Guideline #50

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Guideline #27

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Guideline #61

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Checkout Step 2 of 8

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

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

Sephora's  Checkout Step

Guideline #27

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Checkout Step 3 of 8 Account

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

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

Sephora's Account Checkout Step

Checkout Step 4 of 8 Account

In this checkout step there's 8 highlights (pro only) outlining what Sephora are doing right and wrong.

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

Sephora's Account Checkout Step

Guideline #55

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Guideline #2

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Guideline #10

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Guideline #6

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Guideline #16

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Guideline #32

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Guideline #36

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Checkout Step 5 of 8 Shipping address, Billing address

In this checkout step there's 7 highlights (pro only) outlining what Sephora are doing right and wrong.

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

Sephora's Shipping address and Billing address Checkout Step

Guideline #2

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Guideline #16

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Guideline #56

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Guideline #11

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Guideline #9

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Guideline #1

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Checkout Step 6 of 8 Delivery options

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

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

Sephora's Delivery options Checkout Step

Guideline #52

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Guideline #42

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Checkout Step 7 of 8 Billing address, Payment

In this checkout step there's 8 highlights (pro only) outlining what Sephora are doing right and wrong.

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

Sephora's Billing address and Payment Checkout Step

Guideline #45

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Guideline #63

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Guideline #57

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Guideline #58

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Guideline #49

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Guideline #21

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Guideline #23

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Checkout Step 8 of 8 Order review

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

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

Sephora's Order review Checkout Step

Guideline #44

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Guideline #35

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Guideline #34

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Guideline #22

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Explore Further

Sephora’s site performance has also been reviewed in the:

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