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Site Info

This is a usability benchmark of Target's search experience. In total, 50 sites have been benchmarked across 60 usability guidelines from the E-Commerce Search research study. You can also navigate the sites by page type.

Legal name: Target Corp.

Website URL: target.com

Industry: Mass Merchant

Rank: 30 of 50

Reviewed on: April 10, 2014

Reviewed by: Christian Holst

Also in the: E-Commerce Checkout Benchmark and Homepage & Category Benchmark

Usability Evaluation

When reviewed on April 10, 2014, 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.

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

Query Types -135.8

Search Form & Logic 90.6

Autocomplete 60.4

Results Logic & Guidance -5.7

Results Layout -9.4

Results Filtering & Sorting 84.9

Total score: 85

  • Query Types Score: -135.8

    • Guideline #1 0 Neutral
    • Guideline #2 -15.1 Violated Low
    • Guideline #3 0 Neutral
    • Guideline #4 -18.9 Violated High
    • Guideline #5 -26.4 Violated High
    • Guideline #6 -26.4 Violated High
    • Guideline #7 -26.4 Violated High
    • Guideline #8 -18.9 Violated High
    • Guideline #9 -18.9 Violated High
    • Guideline #10 0 Not Applicable
    • Guideline #11 15.1 Adhered High
    • Guideline #12 0 Not Applicable
  • Search Form & Logic Score: 90.6

    • Guideline #13 0 Not Applicable
    • Guideline #14 22.6 Adhered High
    • Guideline #15 18.9 Issue Resolved
    • Guideline #16 26.4 Adhered High
    • Guideline #17 18.9 Adhered High
    • Guideline #18 0 Not Applicable
    • Guideline #19 -18.9 Violated High
    • Guideline #20 15.1 Adhered High
    • Guideline #21 7.5 Adhered High
    • Guideline #22 0 Not Applicable
  • Autocomplete Score: 60.4

    • Guideline #23 22.6 Adhered High
    • Guideline #24 11.3 Adhered Low
    • Guideline #25 11.3 Adhered High
    • Guideline #26 18.9 Issue Resolved
    • Guideline #27 0 Neutral
    • Guideline #28 -18.9 Violated High
    • Guideline #29 15.1 Adhered High
  • Results Logic & Guidance Score: -5.7

    • Guideline #30 -26.4 Violated High
    • Guideline #31 13.2 Adhered Low
    • Guideline #32 11.3 Adhered Low
    • Guideline #33 -15.1 Violated High
    • Guideline #34 11.3 Adhered High
    • Guideline #35 18.9 Adhered High
    • Guideline #36 -18.9 Violated High
    • Guideline #37 0 Not Applicable
  • Results Layout Score: -9.4

    • Guideline #38 -18.9 Violated High
    • Guideline #39 15.1 Adhered Low
    • Guideline #40 30.2 Adhered High
    • Guideline #41 -26.4 Violated High
    • Guideline #42 -9.4 Violated Low
    • Guideline #43 -18.9 Violated High
    • Guideline #44 0 Neutral
    • Guideline #45 18.9 Adhered High
  • Results Filtering & Sorting Score: 84.9

    • Guideline #46 30.2 Adhered High
    • Guideline #47 -15.1 Violated Low
    • Guideline #48 26.4 Adhered High
    • Guideline #49 13.2 Adhered Low
    • Guideline #50 -13.2 Violated Low
    • Guideline #51 -18.9 Violated High
    • Guideline #52 0 Not Applicable
    • Guideline #53 9.4 Adhered Low
    • Guideline #54 18.9 Adhered High
    • Guideline #55 18.9 Adhered High
    • Guideline #56 -15.1 Violated High
    • Guideline #57 22.6 Adhered High
    • Guideline #58 18.9 Adhered High
    • Guideline #59 -18.9 Violated High
    • Guideline #60 7.5 Issue Resolved

Industry Comparison

A total of 11 sites were benchmarked in the Mass Merchant industry, of which Target ranks 8. This makes the site...

Better than:

Search Design

There's a total of 4 screenshots of Target's search implementation, marked up with 37 highlights 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.

Page 1 of 4 Search Field

On this page there's 12 highlights (pro only) outlining what Target are doing right and wrong.

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

Target's Search Field

Guideline #17

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Guideline #19

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Page 2 of 4 Autocomplete Suggestions

On this page there's 4 highlights (pro only) outlining what Target are doing right and wrong.

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

Target's Autocomplete Suggestions

Guideline #25

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Guideline #23

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Guideline #27

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Guideline #28

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Page 3 of 4 Search Results Page

On this page there's 20 highlights (pro only) outlining what Target are doing right and wrong.

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

Target's Search Results Page

Guideline #34

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Guideline #41

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Guideline #14

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Guideline #21

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Guideline #30

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Guideline #33

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Guideline #35

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Guideline #36

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Guideline #42

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Guideline #43

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Guideline #45

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Guideline #54

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Guideline #56

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Guideline #48

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Guideline #32

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Guideline #55

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Guideline #50

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Guideline #59

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Guideline #51

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Guideline #47

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Page 4 of 4 No Results Page

On this page there's 1 highlight (pro only) outlining what Target are doing right and wrong.

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

Target's No Results Page

Guideline #16

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Explore Further

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

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