Note: You have full access to this benchmark database in your Baymard Pro account.

Target’s Search UX

This is a usability benchmark of the e-commerce search experience of Target and 49 other sites. The overall performance of Target is poor. Target's search experience in particular suffers from usability issues caused by broken Query Types, Results Logic & Guidance, and Results Layout. That said, their search experience performs great within Search Form & Logic.

Rank: #26 of 50

Usability Score: 153

URL: target.com

Reviewed by: Christian Holst

Poor
Acceptable
Good

Query Types

12 Guidelines · Score: -245.3

“Broken” Performance
Guideline #1: Neutral · Score: 0.0
Guideline #2: Violated Low · Score: -27.3
Guideline #3: Neutral · Score: 0.0
Guideline #4: Violated High · Score: -34.1
Guideline #5: Violated High · Score: -47.7
Guideline #6: Violated High · Score: -47.7
Guideline #7: Violated High · Score: -47.7
Guideline #8: Violated High · Score: -34.1
Guideline #9: Violated High · Score: -34.1
Guideline #10: Not Applicable · Score: 0.0
Guideline #11: Adhered High · Score: 27.3
Guideline #12: Not Applicable · Score: 0.0
Guideline content only available in Baymard Pro – Get Full Access

Search Form & Logic

10 Guidelines · Score: 163.5

“State of the Art” Performance
Guideline #13: Not Applicable · Score: 0.0
Guideline #14: Adhered High · Score: 40.9
Guideline #15: Issue Resolved · Score: 34.1
Guideline #16: Adhered High · Score: 47.7
Guideline #17: Adhered High · Score: 34.1
Guideline #18: Not Applicable · Score: 0.0
Guideline #19: Violated High · Score: -34.1
Guideline #20: Adhered High · Score: 27.3
Guideline #21: Adhered High · Score: 13.6
Guideline #22: Not Applicable · Score: 0.0
Guideline content only available in Baymard Pro – Get Full Access

Autocomplete

7 Guidelines · Score: 109.0

Guideline #23: Adhered High · Score: 40.9
Guideline #24: Adhered Low · Score: 20.4
Guideline #25: Adhered High · Score: 20.4
Guideline #26: Issue Resolved · Score: 34.1
Guideline #27: Neutral · Score: 0.0
Guideline #28: Violated High · Score: -34.1
Guideline #29: Adhered High · Score: 27.3
Guideline content only available in Baymard Pro – Get Full Access

Results Logic & Guidance

8 Guidelines · Score: -10.2

“Broken” Performance
Guideline #30: Violated High · Score: -47.7
Guideline #31: Adhered Low · Score: 23.9
Guideline #32: Adhered Low · Score: 20.4
Guideline #33: Violated High · Score: -27.3
Guideline #34: Adhered High · Score: 20.4
Guideline #35: Adhered High · Score: 34.1
Guideline #36: Violated High · Score: -34.1
Guideline #37: Not Applicable · Score: 0.0
Guideline content only available in Baymard Pro – Get Full Access

Results Layout

8 Guidelines · Score: -17.0

“Broken” Performance
Guideline #38: Violated High · Score: -34.1
Guideline #39: Adhered Low · Score: 27.3
Guideline #40: Adhered High · Score: 54.5
Guideline #41: Violated High · Score: -47.7
Guideline #42: Violated Low · Score: -17.0
Guideline #43: Violated High · Score: -34.1
Guideline #44: Neutral · Score: 0.0
Guideline #45: Adhered High · Score: 34.1
Guideline content only available in Baymard Pro – Get Full Access

Results Filtering & Sorting

15 Guidelines · Score: 153.3

Guideline #46: Adhered High · Score: 54.5
Guideline #47: Violated Low · Score: -27.3
Guideline #48: Adhered High · Score: 47.7
Guideline #49: Adhered Low · Score: 23.9
Guideline #50: Violated Low · Score: -23.9
Guideline #51: Violated High · Score: -34.1
Guideline #52: Not Applicable · Score: 0.0
Guideline #53: Adhered Low · Score: 17.0
Guideline #54: Adhered High · Score: 34.1
Guideline #55: Adhered High · Score: 34.1
Guideline #56: Violated High · Score: -27.3
Guideline #57: Adhered High · Score: 40.9
Guideline #58: Adhered High · Score: 34.1
Guideline #59: Violated High · Score: -34.1
Guideline #60: Issue Resolved · Score: 13.6
Guideline content only available in Baymard Pro – Get Full Access

All 50 sites were benchmarked across the 60 guidelines from the E-Commerce Search usability study. During our evaluation, the search engine and interface of Target adhered to 28 usability guidelines, violated 21, and scored neutral on 4 occasions, while a remaining 7 guidelines weren’t applicable.

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

To read each guideline and review your own sites, you’ll need to get full access.

Industry Comparison: Mass Merchant

Overall Target ranks 26 when comparing their on-site e-commerce search UX against the search experience on the 49 other major US e-commerce sites in the benchmark, and ranks 8 in the Mass Merchant industry.

Poor
Acceptable
Good

1. Amazon

“State of the Art” Performance

2. Walmart

“State of the Art” Performance

3. Sears

5. Etsy

7. Macy's

8. Target

9. Rakuten

10. Costco

“Broken” Performance

11. Kohl's

“Broken” Performance
Close overlay