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Sephora’s Checkout UX

This is a usability benchmark of the checkout experience of Sephora and 99 other sites. The overall performance of Sephora is mediocre. Sephora's checkout in particular suffers from usability issues caused by broken Data Input, broken Focus, and poor Layout. That said, their checkout performs great within Navigation.

Rank: #76 of 100

Usability Score: 252

URL: sephora.com

Reviewed by: Christian Holst

Poor
Acceptable
Good

Overall Checkout UX Performance

63 Guidelines · Score: 251.6

Data Input

15 Guidelines · Score: -119.8

“Broken” Performance
Guideline #1: Violated High · Score: -59.9
Guideline #2: Violated Low · Score: -22.5
Guideline #3: Violated Low · Score: -22.5
Guideline #4: Adhered High · Score: 44.9
Guideline #5: Violated Low · Score: -15.0
Guideline #6: Violated High · Score: -29.9
Guideline #7: Violated High · Score: -15.0
Guideline #8: Issue Resolved · Score: 22.5
Guideline #9: Violated High · Score: -22.5
Guideline #10: Violated High · Score: -22.5
Guideline #11: Violated High · Score: -15.0
Guideline #12: Adhered High · Score: 15.0
Guideline #13: Not Applicable · Score: 0.0
Guideline #14: Issue Resolved · Score: 15.0
Guideline #15: Adhered Low · Score: 7.5
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Copywriting

8 Guidelines · Score: 108.6

Guideline #16: Adhered High · Score: 59.9
Guideline #17: Adhered High · Score: 44.9
Guideline #18: Issue Resolved · Score: 44.9
Guideline #19: Issue Resolved · Score: 37.4
Guideline #20: Violated Low · Score: -18.7
Guideline #21: Violated High · Score: -29.9
Guideline #22: Violated High · Score: -15.0
Guideline #23: Violated High · Score: -15.0
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Layout

15 Guidelines · Score: 48.7

Guideline #24: Adhered Low · Score: 26.2
Guideline #25: Not Applicable · Score: 0.0
Guideline #26: Adhered Low · Score: 26.2
Guideline #27: Adhered High · Score: 37.4
Guideline #28: Violated High · Score: -37.4
Guideline #29: Issue Resolved · Score: 37.4
Guideline #30: Violated High · Score: -44.9
Guideline #31: Violated Low · Score: -11.2
Guideline #32: Violated High · Score: -22.5
Guideline #33: Adhered High · Score: 22.5
Guideline #34: Violated High · Score: -22.5
Guideline #35: Adhered Low · Score: 7.5
Guideline #36: Neutral · Score: 0.0
Guideline #37: Adhered High · Score: 15.0
Guideline #38: Adhered High · Score: 15.0
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Navigation

8 Guidelines · Score: 202.2

“State of the Art” Performance
Guideline #39: Issue Resolved · Score: 44.9
Guideline #40: Adhered High · Score: 44.9
Guideline #41: Issue Resolved · Score: 44.9
Guideline #42: Adhered High · Score: 37.4
Guideline #43: Adhered High · Score: 29.9
Guideline #44: Adhered High · Score: 29.9
Guideline #45: Violated High · Score: -22.5
Guideline #46: Violated Low · Score: -7.5
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Flow

7 Guidelines · Score: 112.3

Guideline #47: Adhered High · Score: 52.4
Guideline #48: Neutral · Score: 0.0
Guideline #49: Adhered High · Score: 52.4
Guideline #50: Violated High · Score: -37.4
Guideline #51: Violated Low · Score: -15.0
Guideline #52: Adhered High · Score: 29.9
Guideline #53: Issue Resolved · Score: 29.9
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Focus

10 Guidelines · Score: -101.1

“Broken” Performance
Guideline #54: Violated High · Score: -59.9
Guideline #55: Violated High · Score: -59.9
Guideline #56: Violated Low · Score: -18.7
Guideline #57: Violated Low · Score: -18.7
Guideline #58: Violated Low · Score: -18.7
Guideline #59: Adhered High · Score: 37.4
Guideline #60: Issue Resolved · Score: 37.4
Guideline #61: Adhered Low · Score: 15.0
Guideline #62: Not Applicable · Score: 0.0
Guideline #63: Violated High · Score: -15.0
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All 100 sites were benchmarked across the 63 guidelines from the E-Commerce Checkout usability study. During our evaluation, Sephora's checkout process adhered to 30 usability guidelines, violated 28, and scored neutral on 2 occasions, while a remaining 3 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 76 when comparing their checkout UX performance against the 99 other major US e-commerce sites in the benchmark, and ranks 6 in the Health & Beauty industry.

Poor
Acceptable
Good

3. Amway

6. Sephora

8. Avon

“Broken” Performance
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