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J.C. Penney’s Checkout UX

This is a usability benchmark of the checkout experience of J.C. Penney and 99 other sites. The overall performance of J.C. Penney is mediocre.

Some of J.C. Penney's biggest checkout usability issues are due to poor Focus, Layout, and Flow. That said, their checkout performs great within Navigation.

Rank: #71 of 100

Usability Score: 290

URL: jcpenney.com

Reviewer: Christian Holst

Poor
Acceptable
Good

Overall Checkout UX Performance

63 Guidelines · Score: 290

Data Input

15 Guidelines · Score: -7.7

“Broken” Performance
Guideline #1: Adhered High · Score: 62.0
Guideline #2: Violated Low · Score: -23.2
Guideline #3: Violated Low · Score: -23.2
Guideline #4: Adhered High · Score: 46.5
Guideline #5: Violated High · Score: -31.0
Guideline #6: Violated High · Score: -31.0
Guideline #7: Violated High · Score: -15.5
Guideline #8: Issue Resolved · Score: 23.2
Guideline #9: Violated High · Score: -23.2
Guideline #10: Violated High · Score: -23.2
Guideline #11: Violated High · Score: -15.5
Guideline #12: Adhered High · Score: 15.5
Guideline #13: Not Applicable · Score: 0.0
Guideline #14: Issue Resolved · Score: 15.5
Guideline #15: Adhered High · Score: 15.5
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Copywriting

8 Guidelines · Score: 0.0

Guideline #16: Adhered High · Score: 62.0
Guideline #17: Adhered Low · Score: 23.2
Guideline #18: Violated High · Score: -46.5
Guideline #19: Violated Low · Score: -19.4
Guideline #20: Violated Low · Score: -19.4
Guideline #21: Adhered High · Score: 31.0
Guideline #22: Violated High · Score: -15.5
Guideline #23: Violated High · Score: -15.5
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Layout

15 Guidelines · Score: 50.3

Guideline #24: Violated High · Score: -54.2
Guideline #25: Violated Low · Score: -27.1
Guideline #26: Adhered High · Score: 54.2
Guideline #27: Violated High · Score: -38.7
Guideline #28: Not Applicable · Score: 0.0
Guideline #29: Issue Resolved · Score: 38.7
Guideline #30: Violated Low · Score: -23.2
Guideline #31: Neutral · Score: 0.0
Guideline #32: Adhered High · Score: 23.2
Guideline #33: Adhered High · Score: 23.2
Guideline #34: Not Applicable · Score: 0.0
Guideline #35: Adhered High · Score: 15.5
Guideline #36: Adhered High · Score: 15.5
Guideline #37: Issue Resolved · Score: 15.5
Guideline #38: Adhered Low · Score: 7.7
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Navigation

8 Guidelines · Score: 185.9

“State of the Art” Performance
Guideline #39: Issue Resolved · Score: 46.5
Guideline #40: Adhered High · Score: 46.5
Guideline #41: Issue Resolved · Score: 46.5
Guideline #42: Adhered High · Score: 38.7
Guideline #43: Adhered Low · Score: 15.5
Guideline #44: Adhered High · Score: 31.0
Guideline #45: Violated High · Score: -23.2
Guideline #46: Violated High · Score: -15.5
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Flow

7 Guidelines · Score: 3.9

Guideline #47: Adhered High · Score: 54.2
Guideline #48: Adhered Low · Score: 27.1
Guideline #49: Violated High · Score: -54.2
Guideline #50: Violated High · Score: -38.7
Guideline #51: Adhered Low · Score: 15.5
Guideline #52: Violated High · Score: -31.0
Guideline #53: Issue Resolved · Score: 31.0
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Focus

10 Guidelines · Score: 58.1

Guideline #54: Adhered High · Score: 62.0
Guideline #55: Not Applicable · Score: 0.0
Guideline #56: Violated Low · Score: -19.4
Guideline #57: Violated High · Score: -38.7
Guideline #58: Violated High · Score: -38.7
Guideline #59: Issue Resolved · Score: 38.7
Guideline #60: Issue Resolved · Score: 38.7
Guideline #61: Adhered High · Score: 31.0
Guideline #62: Not Applicable · Score: 0.0
Guideline #63: Violated High · Score: -15.5
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All 100 sites were benchmarked across the 63 guidelines from the E-Commerce Checkout usability study. During our evaluation, J.C. Penney’s checkout process adhered to 31 usability guidelines, violated 26, and scored neutral on 1 occasion, 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 J.C. Penney ranks 71 when comparing their checkout UX performance against the 99 other major US e-commerce sites in the benchmark, and ranks 9 in the Mass Merchant industry.

Poor
Acceptable
Good

1. Sears

3. Walmart

4. Target

5. Buy.com

6. Kohl's

9. J.C. Penney

10. Amazon

“Broken” Performance

14. ShopNBC

“Broken” Performance

15. Costco

“Broken” Performance
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