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Williams-Sonoma’s Checkout UX

This is a usability benchmark of the checkout experience of Williams-Sonoma and 99 other sites. The overall performance of Williams-Sonoma is decent.

For instance, Williams-Sonoma's checkout has state of the art Layout and Navigation yet suffers from poor Focus and broken Flow.

Rank: #29 of 100

Usability Score: 636

URL: williams-sonoma.com

Reviewer: Christian Holst

Poor
Acceptable
Good

Overall Checkout UX Performance

63 Guidelines · Score: 636

Data Input

15 Guidelines · Score: 137.0

Guideline #1: Adhered High · Score: 60.9
Guideline #2: Adhered High · Score: 45.7
Guideline #3: Violated Low · Score: -22.8
Guideline #4: Adhered High · Score: 45.7
Guideline #5: Violated High · Score: -30.5
Guideline #6: Adhered High · Score: 30.5
Guideline #7: Adhered Low · Score: 7.6
Guideline #8: Issue Resolved · Score: 22.8
Guideline #9: Violated High · Score: -22.8
Guideline #10: Violated High · 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: Adhered Low · Score: 7.6
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Copywriting

8 Guidelines · Score: 41.9

Guideline #16: Violated High · Score: -60.9
Guideline #17: Adhered Low · Score: 22.8
Guideline #18: Issue Resolved · Score: 45.7
Guideline #19: Adhered High · Score: 38.1
Guideline #20: Violated Low · Score: -19.0
Guideline #21: Adhered High · Score: 30.5
Guideline #22: Violated Low · Score: -7.6
Guideline #23: Violated Low · Score: -7.6
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Layout

15 Guidelines · Score: 312.2

“State of the Art” Performance
Guideline #24: Adhered High · Score: 53.3
Guideline #25: Adhered High · Score: 53.3
Guideline #26: Adhered High · Score: 53.3
Guideline #27: Adhered 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 High · Score: 22.8
Guideline #32: Adhered High · Score: 22.8
Guideline #33: Adhered High · Score: 22.8
Guideline #34: Not Applicable · Score: 0.0
Guideline #35: Adhered High · Score: 15.2
Guideline #36: Adhered High · Score: 15.2
Guideline #37: Adhered High · Score: 15.2
Guideline #38: Adhered Low · Score: 7.6
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Navigation

8 Guidelines · Score: 152.3

“State of the Art” Performance
Guideline #39: Adhered High · 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: Violated High · Score: -30.5
Guideline #45: Not Applicable · Score: 0.0
Guideline #46: Adhered Low · Score: 7.6
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Flow

7 Guidelines · Score: -68.5

“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 High · Score: -30.5
Guideline #53: Issue Resolved · Score: 30.5
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Focus

10 Guidelines · Score: 60.9

Guideline #54: Adhered High · Score: 60.9
Guideline #55: Violated High · Score: -60.9
Guideline #56: Adhered High · Score: 38.1
Guideline #57: Not Applicable · Score: 0.0
Guideline #58: Violated High · Score: -38.1
Guideline #59: Issue Resolved · Score: 38.1
Guideline #60: Issue Resolved · Score: 38.1
Guideline #61: Violated Low · Score: -15.2
Guideline #62: Adhered High · Score: 15.2
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, Williams-Sonoma’s checkout process adhered to 37 usability guidelines, violated 19, 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: Houseware & Furnishing

Overall Williams-Sonoma ranks 29 when comparing their checkout UX performance against the 99 other major US e-commerce sites in the benchmark, and ranks 4 in the Houseware & Furnishing industry.

Poor
Acceptable
Good

3. Wayfair

4. Williams-Sonoma

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