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Amway’s Checkout UX

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

For instance, Amway's checkout has state of the art Flow and Focus yet suffers from poor Copywriting and broken Data Input.

Rank: #24 of 100

Usability Score: 670

URL: amway.com

Reviewer: Christian Holst

Poor
Acceptable
Good

Overall Checkout UX Performance

63 Guidelines · Score: 670

Data Input

15 Guidelines · Score: -157.2

“Broken” Performance
Guideline #1: Violated High · Score: -59.9
Guideline #2: Violated Low · Score: -22.5
Guideline #3: Violated Low · Score: -22.5
Guideline #4: Adhered Low · Score: 22.5
Guideline #5: Violated High · Score: -29.9
Guideline #6: Violated High · Score: -29.9
Guideline #7: Violated High · Score: -15.0
Guideline #8: Issue Resolved · Score: 22.5
Guideline #9: Violated High · Score: -22.5
Guideline #10: Violated High · Score: -22.5
Guideline #11: Violated High · Score: -15.0
Guideline #12: Adhered High · Score: 15.0
Guideline #13: Not Applicable · Score: 0.0
Guideline #14: Issue Resolved · Score: 15.0
Guideline #15: Adhered Low · Score: 7.5
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Copywriting

8 Guidelines · Score: 7.5

Guideline #16: Violated Low · Score: -29.9
Guideline #17: Adhered High · Score: 44.9
Guideline #18: Adhered Low · Score: 22.5
Guideline #19: Adhered Low · Score: 18.7
Guideline #20: Violated Low · Score: -18.7
Guideline #21: Violated High · Score: -29.9
Guideline #22: Adhered High · Score: 15.0
Guideline #23: Violated High · Score: -15.0
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Layout

15 Guidelines · Score: 142.2

Guideline #24: Violated Low · Score: -26.2
Guideline #25: Adhered High · Score: 52.4
Guideline #26: Adhered High · Score: 52.4
Guideline #27: Adhered Low · Score: 18.7
Guideline #28: Neutral · Score: 0.0
Guideline #29: Adhered Low · Score: 18.7
Guideline #30: Violated Low · Score: -22.5
Guideline #31: Adhered Low · Score: 11.2
Guideline #32: Adhered High · Score: 22.5
Guideline #33: Adhered High · Score: 22.5
Guideline #34: Violated High · Score: -22.5
Guideline #35: Adhered High · Score: 15.0
Guideline #36: Violated Low · Score: -7.5
Guideline #37: Adhered High · Score: 15.0
Guideline #38: Violated Low · Score: -7.5
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Navigation

8 Guidelines · Score: 179.7

“State of the Art” Performance
Guideline #39: Violated High · Score: -44.9
Guideline #40: Adhered High · Score: 44.9
Guideline #41: Issue Resolved · Score: 44.9
Guideline #42: Adhered High · Score: 37.4
Guideline #43: Adhered High · Score: 29.9
Guideline #44: Adhered High · Score: 29.9
Guideline #45: Adhered High · Score: 22.5
Guideline #46: Adhered High · Score: 15.0
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Flow

7 Guidelines · Score: 239.6

“State of the Art” Performance
Guideline #47: Adhered High · Score: 52.4
Guideline #48: Adhered Low · Score: 26.2
Guideline #49: Issue Resolved · Score: 52.4
Guideline #50: Adhered Low · Score: 18.7
Guideline #51: Adhered High · Score: 29.9
Guideline #52: Adhered High · Score: 29.9
Guideline #53: Issue Resolved · Score: 29.9
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Focus

10 Guidelines · Score: 258.3

“State of the Art” Performance
Guideline #54: Adhered High · Score: 59.9
Guideline #55: Issue Resolved · Score: 59.9
Guideline #56: Violated Low · Score: -18.7
Guideline #57: Not Applicable · Score: 0.0
Guideline #58: Adhered High · Score: 37.4
Guideline #59: Issue Resolved · Score: 37.4
Guideline #60: Issue Resolved · Score: 37.4
Guideline #61: Issue Resolved · Score: 29.9
Guideline #62: Not Applicable · Score: 0.0
Guideline #63: Issue Resolved · Score: 15.0
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All 100 sites were benchmarked across the 63 guidelines from the E-Commerce Checkout usability study. During our evaluation, Amway’s checkout process adhered to 39 usability guidelines, violated 20, and scored neutral on 1 occasion, while a remaining 3 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 Amway ranks 24 when comparing their checkout UX performance against the 99 other major US e-commerce sites in the benchmark, and ranks 3 in the Health & Beauty industry.

Poor
Acceptable
Good

3. Amway

6. Sephora

8. Avon

“Broken” Performance
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