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Walmart’s Homepage & Category UX

This is a usability benchmark of the homepage and category experience of Walmart and 49 other sites. The overall performance of Walmart is poor. Walmart's category experience in particular suffers from usability issues caused by broken Product Lists, Category Taxonomy, and Intermediary Category Pages. That said, their category experience performs great within Site-Wide Layout.

Rank: #46 of 50

Usability Score: 314

URL: walmart.com

Reviewed by: Christian Holst

Poor
Acceptable
Good

Overall Homepage & Category UX

79 Guidelines · Score: 313.6

Homepage

13 Guidelines · Score: 112.6

Guideline #1: Adhered High · Score: 37.5
Guideline #2: Violated Low · Score: -13.4
Guideline #3: Violated Low · Score: -13.4
Guideline #4: Violated Low · Score: -13.4
Guideline #5: Adhered Low · Score: 8.0
Guideline #6: Adhered Low · Score: 13.4
Guideline #7: Not Applicable · Score: 0.0
Guideline #8: Adhered High · Score: 26.8
Guideline #9: Adhered High · Score: 16.1
Guideline #10: Issue Resolved · Score: 26.8
Guideline #11: Adhered High · Score: 16.1
Guideline #12: Not Applicable · Score: 0.0
Guideline #13: Adhered Low · Score: 8.0
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Category Taxonomy

13 Guidelines · Score: 5.4

“Broken” Performance
Guideline #14: Violated High · Score: -37.5
Guideline #15: Adhered Low · Score: 13.4
Guideline #16: Violated High · Score: -37.5
Guideline #17: Adhered High · Score: 26.8
Guideline #18: Violated High · Score: -37.5
Guideline #19: Violated Low · Score: -16.1
Guideline #20: Adhered High · Score: 42.9
Guideline #21: Adhered High · Score: 26.8
Guideline #22: Adhered High · Score: 26.8
Guideline #23: Adhered High · Score: 26.8
Guideline #24: Adhered Low · Score: 13.4
Guideline #25: Violated High · Score: -21.4
Guideline #26: Violated High · Score: -21.4
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Main Navigation

16 Guidelines · Score: 107.2

Guideline #27: Neutral · Score: 0.0
Guideline #28: Adhered High · Score: 42.9
Guideline #29: Adhered High · Score: 37.5
Guideline #30: Violated High · Score: -26.8
Guideline #31: Violated Low · Score: -16.1
Guideline #32: Adhered Low · Score: 16.1
Guideline #33: Issue Resolved · Score: 32.2
Guideline #34: Violated High · Score: -26.8
Guideline #35: Neutral · Score: 0.0
Guideline #36: Violated Low · Score: -13.4
Guideline #37: Issue Resolved · Score: 26.8
Guideline #38: Adhered High · Score: 21.4
Guideline #39: Adhered High · Score: 21.4
Guideline #40: Violated Low · Score: -8.0
Guideline #41: Neutral · Score: 0.0
Guideline #42: Not Applicable · Score: 0.0
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Intermediary Category Pages

7 Guidelines · Score: -53.6

“Broken” Performance
Guideline #43: Violated Low · Score: -21.4
Guideline #44: Violated High · Score: -37.5
Guideline #45: Adhered Low · Score: 18.8
Guideline #46: Violated Low · Score: -13.4
Guideline #47: Adhered High · Score: 26.8
Guideline #48: Violated High · Score: -26.8
Guideline #49: Not Applicable · Score: 0.0
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Product Lists

13 Guidelines · Score: -80.4

“Broken” Performance
Guideline #50: Adhered High · Score: 42.9
Guideline #51: Violated High · Score: -42.9
Guideline #52: Adhered High · Score: 37.5
Guideline #53: Neutral · Score: 0.0
Guideline #54: Violated Low · Score: -21.4
Guideline #55: Violated Low · Score: -21.4
Guideline #56: Violated High · Score: -21.4
Guideline #57: Violated High · Score: -26.8
Guideline #58: Violated High · Score: -32.2
Guideline #59: Adhered High · Score: 26.8
Guideline #60: Adhered High · Score: 16.1
Guideline #61: Violated High · Score: -16.1
Guideline #62: Violated High · Score: -21.4
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Site-Wide Layout

10 Guidelines · Score: 134.0

“State of the Art” Performance
Guideline #63: Violated High · Score: -26.8
Guideline #64: Issue Resolved · Score: 42.9
Guideline #65: Adhered High · Score: 26.8
Guideline #66: Adhered High · Score: 21.4
Guideline #67: Adhered High · Score: 21.4
Guideline #68: Adhered High · Score: 16.1
Guideline #69: Issue Resolved · Score: 16.1
Guideline #70: Adhered High · Score: 16.1
Guideline #71: Adhered High · Score: 10.7
Guideline #72: Violated High · Score: -10.7
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Cross-Navigation & -Selling

7 Guidelines · Score: 88.4

“State of the Art” Performance
Guideline #73: Neutral · Score: 0.0
Guideline #74: Violated Low · Score: -13.4
Guideline #75: Adhered High · Score: 26.8
Guideline #76: Adhered High · Score: 26.8
Guideline #77: Adhered High · Score: 21.4
Guideline #78: Adhered High · Score: 16.1
Guideline #79: Adhered High · Score: 10.7
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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 Walmart adhered to 41 usability guidelines, violated 29, and scored neutral on 5 occasions, while a remaining 4 guidelines weren’t applicable.

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Industry Comparison: Mass Merchant

Overall Walmart ranks 46 when comparing their homepage and category UX performance against the 49 other major US e-commerce sites in the benchmark, and ranks 11 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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