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

Target’s Homepage & Category UX

This is a usability benchmark of the homepage and category experience of Target and 49 other sites. The overall performance of Target is good. It is especially a state of the art Main Navigation, Site-Wide Layout, and Intermediary Category Pages that helps Target's category UX. Do, however, watch out for their broken Product Lists performance.

Rank: #9 of 50

Usability Score: 945

URL: target.com

Reviewed by: Jamie Appleseed

Poor
Acceptable
Good

Overall Homepage & Category UX

79 Guidelines · Score: 944.7

Homepage

13 Guidelines · Score: 109.6

Guideline #1: Adhered High · Score: 36.5
Guideline #2: Violated High · Score: -26.1
Guideline #3: Adhered Low · Score: 13.1
Guideline #4: Violated Low · Score: -13.1
Guideline #5: Adhered High · Score: 15.7
Guideline #6: Neutral · Score: 0.0
Guideline #7: Not Applicable · Score: 0.0
Guideline #8: Adhered High · Score: 26.1
Guideline #9: Adhered High · Score: 15.7
Guideline #10: Issue Resolved · Score: 26.1
Guideline #11: Adhered High · Score: 15.7
Guideline #12: Neutral · Score: 0.0
Guideline #13: Not Applicable · Score: 0.0
Guideline content only available in Baymard Pro – Get Full Access

Category Taxonomy

13 Guidelines · Score: 193.2

“State of the Art” Performance
Guideline #14: Adhered High · Score: 36.5
Guideline #15: Adhered High · Score: 26.1
Guideline #16: Violated High · Score: -36.5
Guideline #17: Adhered High · Score: 26.1
Guideline #18: Violated High · Score: -36.5
Guideline #19: Adhered High · Score: 31.3
Guideline #20: Adhered High · Score: 41.8
Guideline #21: Adhered High · Score: 26.1
Guideline #22: Adhered High · Score: 26.1
Guideline #23: Adhered High · Score: 26.1
Guideline #24: Adhered High · Score: 26.1
Guideline #25: Violated High · Score: -20.9
Guideline #26: Adhered High · Score: 20.9
Guideline content only available in Baymard Pro – Get Full Access

Main Navigation

16 Guidelines · Score: 328.9

“State of the Art” Performance
Guideline #27: Adhered High · Score: 36.5
Guideline #28: Adhered High · Score: 41.8
Guideline #29: Adhered Low · Score: 18.3
Guideline #30: Adhered Low · Score: 13.1
Guideline #31: Adhered High · Score: 31.3
Guideline #32: Adhered High · Score: 31.3
Guideline #33: Issue Resolved · Score: 31.3
Guideline #34: Adhered High · Score: 26.1
Guideline #35: Violated High · Score: -20.9
Guideline #36: Issue Resolved · Score: 26.1
Guideline #37: Adhered High · Score: 26.1
Guideline #38: Adhered High · Score: 20.9
Guideline #39: Adhered High · Score: 20.9
Guideline #40: Issue Resolved · Score: 15.7
Guideline #41: Adhered High · Score: 15.7
Guideline #42: Violated Low · Score: -5.2
Guideline content only available in Baymard Pro – Get Full Access

Intermediary Category Pages

7 Guidelines · Score: 159.2

“State of the Art” Performance
Guideline #43: Adhered High · Score: 41.8
Guideline #44: Neutral · Score: 0.0
Guideline #45: Adhered High · Score: 36.5
Guideline #46: Adhered High · Score: 26.1
Guideline #47: Adhered Low · Score: 13.1
Guideline #48: Adhered High · Score: 26.1
Guideline #49: Adhered High · Score: 15.7
Guideline content only available in Baymard Pro – Get Full Access

Product Lists

13 Guidelines · Score: -120.1

“Broken” Performance
Guideline #50: Adhered Low · Score: 20.9
Guideline #51: Violated High · Score: -41.8
Guideline #52: Adhered High · Score: 36.5
Guideline #53: Adhered High · Score: 41.8
Guideline #54: Violated Low · Score: -20.9
Guideline #55: Violated Low · Score: -20.9
Guideline #56: Violated High · Score: -20.9
Guideline #57: Violated High · Score: -26.1
Guideline #58: Violated High · Score: -31.3
Guideline #59: Violated Low · Score: -13.1
Guideline #60: Violated Low · Score: -7.8
Guideline #61: Violated High · Score: -15.7
Guideline #62: Violated High · Score: -20.9
Guideline content only available in Baymard Pro – Get Full Access

Site-Wide Layout

10 Guidelines · Score: 161.8

“State of the Art” Performance
Guideline #63: Adhered High · Score: 26.1
Guideline #64: Issue Resolved · Score: 41.8
Guideline #65: Adhered High · Score: 26.1
Guideline #66: Adhered High · Score: 20.9
Guideline #67: Adhered High · Score: 20.9
Guideline #68: Adhered High · Score: 15.7
Guideline #69: Adhered High · Score: 15.7
Guideline #70: Issue Resolved · Score: 15.7
Guideline #71: Violated High · Score: -10.4
Guideline #72: Violated High · Score: -10.4
Guideline content only available in Baymard Pro – Get Full Access

Cross-Navigation & -Selling

7 Guidelines · Score: 112.2

“State of the Art” Performance
Guideline #73: Adhered Low · Score: 13.1
Guideline #74: Neutral · Score: 0.0
Guideline #75: Adhered High · Score: 26.1
Guideline #76: Issue Resolved · Score: 26.1
Guideline #77: Adhered High · Score: 20.9
Guideline #78: Adhered High · Score: 15.7
Guideline #79: Adhered High · Score: 10.4
Guideline content only available in Baymard Pro – Get Full Access

All 50 sites were benchmarked across the 79 guidelines from the Homepage & Category usability study. During our evaluation, the e-commerce homepage and category design of Target adhered to 54 usability guidelines, violated 19, and scored neutral on 4 occasions, while a remaining 2 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 9 when comparing their homepage and category UX performance against the 49 other major US e-commerce sites in the benchmark, and ranks 2 in the Mass Merchant industry.

Poor
Acceptable
Good

1. Macy's

“State of the Art” Performance

2. Target

3. Amazon

4. Etsy

5. Kohl's

8. HSN

9. Sears

10. Costco

11. Walmart

“Broken” Performance
Close overlay