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Sears' Homepage & Category UX

This is a usability benchmark of the homepage and category experience of Sears and 49 other sites. The overall performance of Sears is mediocre. Notably, Sears' category performance is hampered by broken Product Lists and Category Taxonomy, although this is helped somewhat by state of the art Site-Wide Layout and good Main Navigation.

Rank: #36 of 50

Usability Score: 426

URL: sears.com

Reviewed by: Jamie Appleseed

Poor
Acceptable
Good

Overall Homepage & Category UX

79 Guidelines · Score: 426.1

Homepage

13 Guidelines · Score: 108.4

Guideline #1: Adhered High · Score: 37.0
Guideline #2: Violated High · Score: -26.4
Guideline #3: Issue Resolved · Score: 26.4
Guideline #4: Violated Low · Score: -13.2
Guideline #5: Adhered Low · Score: 7.9
Guideline #6: Neutral · Score: 0.0
Guideline #7: Adhered High · Score: 15.9
Guideline #8: Adhered High · Score: 26.4
Guideline #9: Violated High · Score: -15.9
Guideline #10: Issue Resolved · Score: 26.4
Guideline #11: Adhered Low · Score: 7.9
Guideline #12: Not Applicable · Score: 0.0
Guideline #13: Adhered High · Score: 15.9
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Category Taxonomy

13 Guidelines · Score: 34.4

“Broken” Performance
Guideline #14: Violated High · Score: -37.0
Guideline #15: Adhered High · Score: 26.4
Guideline #16: Violated High · Score: -37.0
Guideline #17: Adhered High · Score: 26.4
Guideline #18: Violated High · Score: -37.0
Guideline #19: Violated High · Score: -31.7
Guideline #20: Adhered High · Score: 42.3
Guideline #21: Adhered High · Score: 26.4
Guideline #22: Violated High · Score: -26.4
Guideline #23: Adhered High · Score: 26.4
Guideline #24: Adhered Low · Score: 13.2
Guideline #25: Adhered High · Score: 21.2
Guideline #26: Adhered High · Score: 21.2
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Main Navigation

16 Guidelines · Score: 179.8

Guideline #27: Neutral · Score: 0.0
Guideline #28: Adhered High · Score: 42.3
Guideline #29: Adhered High · Score: 37.0
Guideline #30: Violated High · Score: -26.4
Guideline #31: Adhered High · Score: 31.7
Guideline #32: Adhered Low · Score: 15.9
Guideline #33: Issue Resolved · Score: 31.7
Guideline #34: Adhered High · Score: 26.4
Guideline #35: Violated High · Score: -21.2
Guideline #36: Violated High · Score: -26.4
Guideline #37: Issue Resolved · Score: 26.4
Guideline #38: Adhered High · Score: 21.2
Guideline #39: Adhered High · Score: 21.2
Guideline #40: Violated High · Score: -15.9
Guideline #41: Issue Resolved · Score: 15.9
Guideline #42: Not Applicable · Score: 0.0
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Intermediary Category Pages

7 Guidelines · Score: 60.8

Guideline #43: Adhered High · Score: 42.3
Guideline #44: Adhered Low · Score: 18.5
Guideline #45: Neutral · Score: 0.0
Guideline #46: Adhered High · Score: 26.4
Guideline #47: Neutral · Score: 0.0
Guideline #48: Violated High · Score: -26.4
Guideline #49: Not Applicable · Score: 0.0
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Product Lists

13 Guidelines · Score: -121.7

“Broken” Performance
Guideline #50: Violated Low · Score: -21.2
Guideline #51: Adhered High · Score: 42.3
Guideline #52: Adhered High · Score: 37.0
Guideline #53: Neutral · Score: 0.0
Guideline #54: Violated Low · Score: -21.2
Guideline #55: Violated Low · Score: -21.2
Guideline #56: Violated High · Score: -21.2
Guideline #57: Violated High · Score: -26.4
Guideline #58: Violated High · Score: -31.7
Guideline #59: Violated Low · Score: -13.2
Guideline #60: Violated Low · Score: -7.9
Guideline #61: Violated High · Score: -15.9
Guideline #62: Violated High · Score: -21.2
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Site-Wide Layout

10 Guidelines · Score: 116.4

“State of the Art” Performance
Guideline #63: Neutral · Score: 0.0
Guideline #64: Issue Resolved · Score: 42.3
Guideline #65: Adhered High · Score: 26.4
Guideline #66: Adhered Low · Score: 10.6
Guideline #67: Adhered High · Score: 21.2
Guideline #68: Violated High · Score: -15.9
Guideline #69: Issue Resolved · Score: 15.9
Guideline #70: Adhered High · Score: 15.9
Guideline #71: Violated High · Score: -10.6
Guideline #72: Adhered High · Score: 10.6
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Cross-Navigation & -Selling

7 Guidelines · Score: 47.6

Guideline #73: Adhered High · Score: 26.4
Guideline #74: Adhered High · Score: 26.4
Guideline #75: Violated High · Score: -26.4
Guideline #76: Violated High · Score: -26.4
Guideline #77: Adhered High · Score: 21.2
Guideline #78: Adhered High · Score: 15.9
Guideline #79: Adhered High · Score: 10.6
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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 Sears adhered to 43 usability guidelines, violated 27, and scored neutral on 6 occasions, while a remaining 3 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 Sears ranks 36 when comparing their homepage and category UX performance against the 49 other major US e-commerce sites in the benchmark, and ranks 9 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
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