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Site Info

This is a usability benchmark of Kohl'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: Kohl's Corp.

Website URL: kohls.com

Industry: Mass Merchant

Rank: 48 of 50

Reviewed on: April 30, 2014

Reviewed by: Christian Holst

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

Usability Evaluation

When reviewed on April 30, 2014, 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.

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 -22.2

Search Form & Logic 26.7

Autocomplete -40

Results Logic & Guidance -28.9

Results Layout -60

Results Filtering & Sorting -82.2

Total score: -207

  • Query Types Score: -22.2

    • Guideline #1 -35.6 Violated High
    • Guideline #2 -35.6 Violated High
    • Guideline #3 22.2 Adhered High
    • Guideline #4 22.2 Adhered High
    • Guideline #5 0 Not Applicable
    • Guideline #6 15.6 Adhered Low
    • Guideline #7 15.6 Adhered Low
    • Guideline #8 -22.2 Violated High
    • Guideline #9 -22.2 Violated High
    • Guideline #10 0 Not Applicable
    • Guideline #11 17.8 Adhered High
    • Guideline #12 0 Not Applicable
  • Search Form & Logic Score: 26.7

    • Guideline #13 0 Not Applicable
    • Guideline #14 -26.7 Violated High
    • Guideline #15 22.2 Issue Resolved
    • Guideline #16 -31.1 Violated High
    • Guideline #17 22.2 Issue Resolved
    • Guideline #18 0 Not Applicable
    • Guideline #19 22.2 Adhered High
    • Guideline #20 17.8 Adhered High
    • Guideline #21 0 Not Applicable
    • Guideline #22 0 Not Applicable
  • Autocomplete Score: -40

    • Guideline #23 -26.7 Violated High
    • Guideline #24 0 Not Applicable
    • Guideline #25 -13.3 Violated High
    • Guideline #26 0 Not Applicable
    • Guideline #27 0 Not Applicable
    • Guideline #28 0 Not Applicable
    • Guideline #29 0 Not Applicable
  • Results Logic & Guidance Score: -28.9

    • Guideline #30 -31.1 Violated High
    • Guideline #31 15.6 Adhered Low
    • Guideline #32 -26.7 Violated High
    • Guideline #33 0 Not Applicable
    • Guideline #34 13.3 Adhered High
    • Guideline #35 22.2 Adhered High
    • Guideline #36 -22.2 Violated High
    • Guideline #37 0 Not Applicable
  • Results Layout Score: -60

    • Guideline #38 -22.2 Violated High
    • Guideline #39 -35.6 Violated High
    • Guideline #40 0 Neutral
    • Guideline #41 31.1 Adhered High
    • Guideline #42 -11.1 Violated Low
    • Guideline #43 -11.1 Violated Low
    • Guideline #44 0 Neutral
    • Guideline #45 -11.1 Violated Low
  • Results Filtering & Sorting Score: -82.2

    • Guideline #46 0 Neutral
    • Guideline #47 -17.8 Violated Low
    • Guideline #48 31.1 Adhered High
    • Guideline #49 -31.1 Violated High
    • Guideline #50 -31.1 Violated High
    • Guideline #51 -22.2 Violated High
    • Guideline #52 0 Not Applicable
    • Guideline #53 11.1 Adhered Low
    • Guideline #54 -22.2 Violated High
    • Guideline #55 22.2 Adhered High
    • Guideline #56 -17.8 Violated High
    • Guideline #57 -13.3 Violated Low
    • Guideline #58 22.2 Adhered High
    • Guideline #59 -22.2 Violated High
    • Guideline #60 8.9 Issue Resolved

Industry Comparison

A total of 11 sites were benchmarked in the Mass Merchant industry, of which Kohl's ranks 11. This makes the site...

Better than:

None – this is the worst site in the industry

Search Design

There's a total of 3 screenshots of Kohl's search implementation, marked up with 33 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 3 Search Field

On this page there's 11 highlights (pro only) outlining what Kohl's are doing right and wrong.

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

Kohl's Search Field

Guideline #14

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Guideline #19

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Guideline #23

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Page 2 of 3 Search Results Page

On this page there's 21 highlights (pro only) outlining what Kohl's are doing right and wrong.

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

Kohl's Search Results Page

Guideline #56

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Guideline #50

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Guideline #32

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Guideline #34

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Guideline #36

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Guideline #42

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Guideline #41

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Guideline #39

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Guideline #43

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Guideline #45

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Guideline #46

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Guideline #48

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Guideline #49

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Guideline #54

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Guideline #55

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Guideline #57

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Guideline #59

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Guideline #51

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Guideline #47

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Guideline #58

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Page 3 of 3 No Results Page

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

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

Kohl's No Results Page

Guideline #31

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