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Kohl’s Search UX

This is a usability benchmark of the e-commerce search experience of Kohl's and 49 other sites. The overall performance of Kohl's is all but broken. Some of Kohl's biggest on-site search usability issues are due to broken Results Filtering & Sorting, Results Layout, and Results Logic & Guidance.

Rank: #49 of 50

Usability Score: -316

URL: kohls.com

Reviewed by: Christian Holst

Poor
Acceptable
Good

Query Types

12 Guidelines · Score: -34.1

“Broken” Performance
Guideline #1: Violated High · Score: -54.5
Guideline #2: Violated High · Score: -54.5
Guideline #3: Adhered High · Score: 34.1
Guideline #4: Adhered High · Score: 34.1
Guideline #5: Not Applicable · Score: 0.0
Guideline #6: Adhered Low · Score: 23.9
Guideline #7: Adhered Low · Score: 23.9
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
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Search Form & Logic

10 Guidelines · Score: 40.9

Guideline #13: Not Applicable · Score: 0.0
Guideline #14: Violated High · Score: -40.9
Guideline #15: Issue Resolved · Score: 34.1
Guideline #16: Violated High · Score: -47.7
Guideline #17: Issue Resolved · Score: 34.1
Guideline #18: Not Applicable · Score: 0.0
Guideline #19: Adhered High · Score: 34.1
Guideline #20: Adhered High · Score: 27.3
Guideline #21: Not Applicable · Score: 0.0
Guideline #22: Not Applicable · Score: 0.0
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Autocomplete

7 Guidelines · Score: -61.3

“Broken” Performance
Guideline #23: Violated High · Score: -40.9
Guideline #24: Not Applicable · Score: 0.0
Guideline #25: Violated High · Score: -20.4
Guideline #26: Not Applicable · Score: 0.0
Guideline #27: Not Applicable · Score: 0.0
Guideline #28: Not Applicable · Score: 0.0
Guideline #29: Not Applicable · Score: 0.0
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Results Logic & Guidance

8 Guidelines · Score: -44.3

“Broken” Performance
Guideline #30: Violated High · Score: -47.7
Guideline #31: Adhered Low · Score: 23.9
Guideline #32: Violated High · Score: -40.9
Guideline #33: Not Applicable · Score: 0.0
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
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Results Layout

8 Guidelines · Score: -92.0

“Broken” Performance
Guideline #38: Violated High · Score: -34.1
Guideline #39: Violated High · Score: -54.5
Guideline #40: Neutral · Score: 0.0
Guideline #41: Adhered High · Score: 47.7
Guideline #42: Violated Low · Score: -17.0
Guideline #43: Violated Low · Score: -17.0
Guideline #44: Neutral · Score: 0.0
Guideline #45: Violated Low · Score: -17.0
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Results Filtering & Sorting

15 Guidelines · Score: -126.1

“Broken” Performance
Guideline #46: Neutral · Score: 0.0
Guideline #47: Violated Low · Score: -27.3
Guideline #48: Adhered High · Score: 47.7
Guideline #49: Violated High · Score: -47.7
Guideline #50: Violated High · Score: -47.7
Guideline #51: Violated High · Score: -34.1
Guideline #52: Not Applicable · Score: 0.0
Guideline #53: Adhered Low · Score: 17.0
Guideline #54: Violated High · Score: -34.1
Guideline #55: Adhered High · Score: 34.1
Guideline #56: Violated High · Score: -27.3
Guideline #57: Violated Low · Score: -20.4
Guideline #58: Adhered High · Score: 34.1
Guideline #59: Violated High · Score: -34.1
Guideline #60: Issue Resolved · Score: 13.6
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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 Kohl's adhered to 18 usability guidelines, violated 24, and scored neutral on 3 occasions, while a remaining 15 guidelines weren’t applicable.

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

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Industry Comparison: Mass Merchant

Overall Kohl's ranks 49 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 11 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
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