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Overstock’s Homepage & Category UX

This is a usability benchmark of the homepage and category experience of Overstock and 49 other sites. The overall performance of Overstock is decent. It is especially a state of the art Homepage and Main Navigation that helps Overstock's category UX. Do, however, watch out for their broken Product Lists performance.

Rank: #25 of 50

Usability Score: 720

URL: overstock.com

Reviewed by: Thomas Grønne

Poor
Acceptable
Good

Overall Homepage & Category UX

79 Guidelines · Score: 719.6

Homepage

13 Guidelines · Score: 228.2

“State of the Art” Performance
Guideline #1: Adhered High · Score: 38.0
Guideline #2: Adhered Low · Score: 13.6
Guideline #3: Issue Resolved · Score: 27.2
Guideline #4: Adhered High · Score: 27.2
Guideline #5: Adhered High · Score: 16.3
Guideline #6: Adhered High · Score: 27.2
Guideline #7: Adhered High · Score: 16.3
Guideline #8: Adhered High · Score: 27.2
Guideline #9: Adhered High · Score: 16.3
Guideline #10: Issue Resolved · Score: 27.2
Guideline #11: Adhered High · Score: 16.3
Guideline #12: Violated Low · Score: -8.1
Guideline #13: Violated High · Score: -16.3
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Category Taxonomy

13 Guidelines · Score: 141.2

Guideline #14: Violated High · Score: -38.0
Guideline #15: Adhered High · Score: 27.2
Guideline #16: Violated High · Score: -38.0
Guideline #17: Adhered High · Score: 27.2
Guideline #18: Violated High · Score: -38.0
Guideline #19: Adhered High · Score: 32.6
Guideline #20: Adhered High · Score: 43.5
Guideline #21: Adhered High · Score: 27.2
Guideline #22: Adhered High · Score: 27.2
Guideline #23: Not Applicable · Score: 0.0
Guideline #24: Adhered High · Score: 27.2
Guideline #25: Adhered High · Score: 21.7
Guideline #26: Adhered High · Score: 21.7
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Main Navigation

16 Guidelines · Score: 296.1

“State of the Art” Performance
Guideline #27: Adhered High · Score: 38.0
Guideline #28: Adhered High · Score: 43.5
Guideline #29: Adhered Low · Score: 19.0
Guideline #30: Violated High · Score: -27.2
Guideline #31: Adhered High · Score: 32.6
Guideline #32: Adhered High · Score: 32.6
Guideline #33: Adhered High · Score: 32.6
Guideline #34: Adhered High · Score: 27.2
Guideline #35: Not Applicable · Score: 0.0
Guideline #36: Not Applicable · Score: 0.0
Guideline #37: Issue Resolved · Score: 27.2
Guideline #38: Adhered High · Score: 21.7
Guideline #39: Adhered High · Score: 21.7
Guideline #40: Issue Resolved · Score: 16.3
Guideline #41: Adhered High · Score: 16.3
Guideline #42: Violated Low · Score: -5.4
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Intermediary Category Pages

7 Guidelines · Score: 29.9

Guideline #43: Adhered High · Score: 43.5
Guideline #44: Violated High · Score: -38.0
Guideline #45: Adhered High · Score: 38.0
Guideline #46: Violated High · Score: -27.2
Guideline #47: Adhered High · Score: 27.2
Guideline #48: Violated Low · Score: -13.6
Guideline #49: Not Applicable · Score: 0.0
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Product Lists

13 Guidelines · Score: -38.0

“Broken” Performance
Guideline #50: Violated High · Score: -43.5
Guideline #51: Neutral · Score: 0.0
Guideline #52: Adhered High · Score: 38.0
Guideline #53: Violated Low · Score: -21.7
Guideline #54: Violated Low · Score: -21.7
Guideline #55: Adhered High · Score: 43.5
Guideline #56: Violated High · Score: -21.7
Guideline #57: Violated High · Score: -27.2
Guideline #58: Violated High · Score: -32.6
Guideline #59: Adhered High · Score: 27.2
Guideline #60: Adhered High · Score: 16.3
Guideline #61: Violated High · Score: -16.3
Guideline #62: Adhered High · Score: 21.7
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Site-Wide Layout

10 Guidelines · Score: 67.9

Guideline #63: Violated Low · Score: -13.6
Guideline #64: Adhered High · Score: 43.5
Guideline #65: Adhered High · Score: 27.2
Guideline #66: Adhered High · Score: 21.7
Guideline #67: Violated High · Score: -21.7
Guideline #68: Adhered High · Score: 16.3
Guideline #69: Violated High · Score: -16.3
Guideline #70: Adhered High · Score: 16.3
Guideline #71: Violated High · Score: -10.9
Guideline #72: Adhered Low · Score: 5.4
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Cross-Navigation & -Selling

7 Guidelines · Score: -5.4

Guideline #73: Neutral · Score: 0.0
Guideline #74: Violated High · Score: -27.2
Guideline #75: Violated High · Score: -27.2
Guideline #76: Not Applicable · Score: 0.0
Guideline #77: Adhered High · Score: 21.7
Guideline #78: Adhered High · Score: 16.3
Guideline #79: Adhered High · Score: 10.9
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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 Overstock adhered to 49 usability guidelines, violated 23, and scored neutral on 2 occasions, while a remaining 5 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 Overstock ranks 25 when comparing their homepage and category UX performance against the 49 other major US e-commerce sites in the benchmark, and ranks 6 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

6. Overstock

8. HSN

9. Sears

10. Costco

11. Walmart

“Broken” Performance
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