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Sephora’s Mobile E-Commerce UX

This is a usability benchmark of the mobile site user experience of Sephora and 49 other sites. The overall performance of Sephora is mediocre. Some of Sephora's biggest mobile usability issues are due to broken Product Page Layout, Account, and Total Cost. That said, their mobile design performs great within Field Descriptions.

Rank: #18 of 50

Usability Score: 427

URL: sephora.com

Reviewed by: Christian Vind

Poor
Acceptable
Good

Overall Mobile UX Performance

146 Guidelines · Score: 426.9

Navigation & Product Browsing

4 Guidelines · Score: 39.6

Guideline #29: Violated Low · Score: -14.4
Guideline #30: Adhered Low · Score: 14.4
Guideline #31: Adhered High · Score: 21.6
Guideline #32: Adhered High · Score: 18.0
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Search

5 Guidelines · Score: -75.6

“Broken” Performance
Guideline #33: Violated High · Score: -25.2
Guideline #34: Violated High · Score: -28.8
Guideline #35: Violated High · Score: -25.2
Guideline #36: Adhered High · Score: 25.2
Guideline #37: Violated High · Score: -21.6
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Product List

12 Guidelines · Score: 32.4

Guideline #38: Adhered High · Score: 28.8
Guideline #39: Adhered High · Score: 25.2
Guideline #40: Neutral · Score: 0.0
Guideline #41: Violated Low · Score: -9.0
Guideline #42: Violated Low · Score: -9.0
Guideline #43: Adhered High · Score: 21.6
Guideline #44: Neutral · Score: 0.0
Guideline #45: Violated High · Score: -18.0
Guideline #46: Not Applicable · Score: 0.0
Guideline #47: Not Applicable · Score: 0.0
Guideline #48: Neutral · Score: 0.0
Guideline #49: Violated High · Score: -7.2
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Filtering & Sorting

9 Guidelines · Score: 45.0

Guideline #50: Violated Low · Score: -12.6
Guideline #51: Adhered High · Score: 25.2
Guideline #52: Adhered High · Score: 18.0
Guideline #53: Adhered High · Score: 18.0
Guideline #54: Violated High · Score: -18.0
Guideline #55: Adhered High · Score: 18.0
Guideline #56: Violated High · Score: -14.4
Guideline #57: Neutral · Score: 0.0
Guideline #58: Adhered High · Score: 10.8
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Cross Navigation & Compatibility

5 Guidelines · Score: 25.2

Guideline #59: Not Applicable · Score: 0.0
Guideline #60: Not Applicable · Score: 0.0
Guideline #61: Not Applicable · Score: 0.0
Guideline #62: Adhered High · Score: 14.4
Guideline #63: Adhered High · Score: 10.8
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Product Page Layout

6 Guidelines · Score: -27.0

“Broken” Performance
Guideline #64: Violated High · Score: -25.2
Guideline #65: Violated Low · Score: -10.8
Guideline #66: Violated Low · Score: -9.0
Guideline #67: Violated High · Score: -18.0
Guideline #68: Issue Resolved · Score: 18.0
Guideline #69: Adhered High · Score: 18.0
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Product Images

5 Guidelines · Score: 68.4

“State of the Art” Performance
Guideline #70: Adhered High · Score: 28.8
Guideline #71: Adhered High · Score: 25.2
Guideline #72: Adhered High · Score: 25.2
Guideline #73: Violated High · Score: -14.4
Guideline #74: Adhered Low · Score: 3.6
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Product Descriptions & Specs

3 Guidelines · Score: 9.0

“Broken” Performance
Guideline #75: Neutral · Score: 0.0
Guideline #76: Adhered Low · Score: 9.0
Guideline #77: Not Applicable · Score: 0.0
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Cart

2 Guidelines · Score: 3.6

Guideline #81: Adhered Low · Score: 9.0
Guideline #82: Violated Low · Score: -5.4
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Total Cost

6 Guidelines · Score: -57.6

“Broken” Performance
Guideline #83: Violated High · Score: -28.8
Guideline #84: Not Applicable · Score: 0.0
Guideline #85: Not Applicable · Score: 0.0
Guideline #86: Not Applicable · Score: 0.0
Guideline #87: Violated High · Score: -18.0
Guideline #88: Violated High · Score: -10.8
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Shipping

3 Guidelines · Score: 12.6

Guideline #89: Adhered Low · Score: 12.6
Guideline #90: Not Applicable · Score: 0.0
Guideline #91: Not Applicable · Score: 0.0
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Account

3 Guidelines · Score: -50.4

“Broken” Performance
Guideline #92: Violated High · Score: -25.2
Guideline #93: Violated High · Score: -25.2
Guideline #94: Not Applicable · Score: 0.0
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Editing & Verifying Inputs

7 Guidelines · Score: 113.4

“State of the Art” Performance
Guideline #95: Adhered High · Score: 25.2
Guideline #96: Adhered High · Score: 25.2
Guideline #97: Adhered High · Score: 21.6
Guideline #98: Not Applicable · Score: 0.0
Guideline #99: Adhered Low · Score: 9.0
Guideline #100: Adhered High · Score: 18.0
Guideline #101: Adhered High · Score: 14.4
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Redundancy & Simplicity

5 Guidelines · Score: 54.0

“State of the Art” Performance
Guideline #102: Adhered High · Score: 21.6
Guideline #103: Adhered High · Score: 18.0
Guideline #104: Adhered High · Score: 18.0
Guideline #105: Adhered Low · Score: 3.6
Guideline #106: Violated High · Score: -7.2
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Form Layout

5 Guidelines · Score: 25.2

Guideline #107: Adhered High · Score: 25.2
Guideline #108: Adhered High · Score: 18.0
Guideline #109: Violated High · Score: -14.4
Guideline #110: Violated High · Score: -7.2
Guideline #111: Adhered Low · Score: 3.6
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Input Functionality

5 Guidelines · Score: 39.6

“State of the Art” Performance
Guideline #112: Not Applicable · Score: 0.0
Guideline #113: Adhered High · Score: 10.8
Guideline #114: Adhered High · Score: 18.0
Guideline #115: Issue Resolved · Score: 10.8
Guideline #116: Not Applicable · Score: 0.0
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Field Descriptions

10 Guidelines · Score: 133.2

“State of the Art” Performance
Guideline #117: Adhered High · Score: 28.8
Guideline #118: Adhered High · Score: 28.8
Guideline #119: Adhered Low · Score: 12.6
Guideline #120: Adhered Low · Score: 10.8
Guideline #121: Issue Resolved · Score: 21.6
Guideline #122: Adhered High · Score: 18.0
Guideline #123: Violated High · Score: -14.4
Guideline #124: Adhered Low · Score: 5.4
Guideline #125: Adhered High · Score: 14.4
Guideline #126: Adhered High · Score: 7.2
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Touch Keyboards

5 Guidelines · Score: 28.8

Guideline #127: Violated High · Score: -21.6
Guideline #128: Adhered High · Score: 21.6
Guideline #129: Adhered High · Score: 14.4
Guideline #130: Adhered High · Score: 7.2
Guideline #131: Adhered High · Score: 7.2
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Error Messages

5 Guidelines · Score: 7.2

Guideline #132: Violated Low · Score: -14.4
Guideline #133: Violated Low · Score: -10.8
Guideline #134: Adhered High · Score: 18.0
Guideline #135: Adhered High · Score: 14.4
Guideline #136: Not Applicable · Score: 0.0
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All 50 sites were benchmarked across the 146 guidelines from the Mobile E-Commerce usability study. During our evaluation, the mobile experience of Sephora adhered to 54 usability guidelines, violated 30, and scored neutral on 5 occasions, while a remaining 57 guidelines weren’t applicable.

See methodology to read up on the evaluation criteria and scoring algorithm.

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Industry Comparison: Health & Beauty

Overall Sephora ranks 18 when comparing the user experience of their mobile site against that of the 49 other major US e-commerce mobile sites in the benchmark, and is the best performing site in the Health & Beauty industry.

Poor
Acceptable
Good

1. Sephora

4. Diapers

“Broken” Performance
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