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Costco’s Checkout UX

This is a usability benchmark of the checkout experience of Costco and 99 other sites. The overall performance of Costco is all but broken.

Some of Costco's biggest checkout usability issues are due to poor Layout, broken Flow, and broken Copywriting. That said, their checkout performs great within Navigation.

Rank: #99 of 100

Usability Score: -297

URL: costco.com

Reviewer: Christian Holst

Poor
Acceptable
Good

Overall Checkout UX Performance

63 Guidelines · Score: -297

“Broken” Performance

Data Input

15 Guidelines · Score: -159.9

“Broken” Performance
Guideline #1: Violated High · Score: -60.9
Guideline #2: Violated High · Score: -45.7
Guideline #3: Violated Low · Score: -22.8
Guideline #4: Adhered Low · Score: 22.8
Guideline #5: Violated High · Score: -30.5
Guideline #6: Violated High · Score: -30.5
Guideline #7: Violated High · Score: -15.2
Guideline #8: Issue Resolved · Score: 22.8
Guideline #9: Violated High · Score: -22.8
Guideline #10: Issue Resolved · Score: 22.8
Guideline #11: Violated High · Score: -15.2
Guideline #12: Adhered High · Score: 15.2
Guideline #13: Not Applicable · Score: 0.0
Guideline #14: Issue Resolved · Score: 15.2
Guideline #15: Violated High · Score: -15.2
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Copywriting

8 Guidelines · Score: -137.0

“Broken” Performance
Guideline #16: Violated High · Score: -60.9
Guideline #17: Adhered High · Score: 45.7
Guideline #18: Violated High · Score: -45.7
Guideline #19: Violated Low · Score: -19.0
Guideline #20: Violated Low · Score: -19.0
Guideline #21: Violated High · Score: -30.5
Guideline #22: Violated High · Score: -15.2
Guideline #23: Adhered Low · Score: 7.6
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Layout

15 Guidelines · Score: 34.3

Guideline #24: Adhered Low · Score: 26.6
Guideline #25: Not Applicable · Score: 0.0
Guideline #26: Adhered High · Score: 53.3
Guideline #27: Violated High · Score: -38.1
Guideline #28: Neutral · Score: 0.0
Guideline #29: Issue Resolved · Score: 38.1
Guideline #30: Violated High · Score: -45.7
Guideline #31: Adhered Low · Score: 11.4
Guideline #32: Adhered High · Score: 22.8
Guideline #33: Violated Low · Score: -11.4
Guideline #34: Violated High · Score: -22.8
Guideline #35: Adhered Low · Score: 7.6
Guideline #36: Violated High · Score: -15.2
Guideline #37: Violated Low · Score: -7.6
Guideline #38: Adhered High · Score: 15.2
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Navigation

8 Guidelines · Score: 167.5

“State of the Art” Performance
Guideline #39: Issue Resolved · Score: 45.7
Guideline #40: Adhered High · Score: 45.7
Guideline #41: Issue Resolved · Score: 45.7
Guideline #42: Adhered High · Score: 38.1
Guideline #43: Neutral · Score: 0.0
Guideline #44: Adhered High · Score: 30.5
Guideline #45: Violated High · Score: -22.8
Guideline #46: Violated High · Score: -15.2
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Flow

7 Guidelines · Score: -99.0

“Broken” Performance
Guideline #47: Adhered High · Score: 53.3
Guideline #48: Neutral · Score: 0.0
Guideline #49: Violated High · Score: -53.3
Guideline #50: Violated High · Score: -38.1
Guideline #51: Violated High · Score: -30.5
Guideline #52: Violated Low · Score: -15.2
Guideline #53: Violated Low · Score: -15.2
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Focus

10 Guidelines · Score: -102.8

“Broken” Performance
Guideline #54: Violated High · Score: -60.9
Guideline #55: Violated High · Score: -60.9
Guideline #56: Violated Low · Score: -19.0
Guideline #57: Not Applicable · Score: 0.0
Guideline #58: Violated High · Score: -38.1
Guideline #59: Adhered High · Score: 38.1
Guideline #60: Issue Resolved · Score: 38.1
Guideline #61: Adhered Low · Score: 15.2
Guideline #62: Not Applicable · Score: 0.0
Guideline #63: Violated High · Score: -15.2
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All 100 sites were benchmarked across the 63 guidelines from the E-Commerce Checkout usability study. During our evaluation, Costco’s checkout process adhered to 23 usability guidelines, violated 33, and scored neutral on 3 occasions, while a remaining 4 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 Costco ranks 99 when comparing their checkout UX performance against the 99 other major US e-commerce sites in the benchmark, and ranks 15 in the Mass Merchant industry.

Poor
Acceptable
Good

1. Sears

3. Walmart

4. Target

5. Buy.com

6. Kohl's

10. Amazon

“Broken” Performance

14. ShopNBC

“Broken” Performance

15. Costco

“Broken” Performance
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