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Avon’s Checkout UX

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

Some of Avon's biggest checkout usability issues are due to mediocre Layout, broken Navigation, and broken Data Input.

Rank: #92 of 100

Usability Score: 43

URL: shop.avon.com

Reviewer: Christian Holst

Poor
Acceptable
Good

Overall Checkout UX Performance

63 Guidelines · Score: 43

“Broken” Performance

Data Input

15 Guidelines · Score: -39.4

“Broken” Performance
Guideline #1: Adhered High · Score: 63.0
Guideline #2: Violated Low · Score: -23.6
Guideline #3: Violated Low · Score: -23.6
Guideline #4: Adhered High · Score: 47.3
Guideline #5: Violated Low · Score: -15.8
Guideline #6: Violated High · Score: -31.5
Guideline #7: Violated High · Score: -15.8
Guideline #8: Violated High · Score: -23.6
Guideline #9: Violated High · Score: -23.6
Guideline #10: Violated High · Score: -23.6
Guideline #11: Violated High · Score: -15.8
Guideline #12: Adhered High · Score: 15.8
Guideline #13: Not Applicable · Score: 0.0
Guideline #14: Issue Resolved · Score: 15.8
Guideline #15: Adhered High · Score: 15.8
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Copywriting

8 Guidelines · Score: 98.5

Guideline #16: Adhered Low · Score: 31.5
Guideline #17: Adhered High · Score: 47.3
Guideline #18: Issue Resolved · Score: 47.3
Guideline #19: Violated High · Score: -39.4
Guideline #20: Violated Low · Score: -19.7
Guideline #21: Adhered High · Score: 31.5
Guideline #22: Adhered High · Score: 15.8
Guideline #23: Violated High · Score: -15.8
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Layout

15 Guidelines · Score: 86.7

Guideline #24: Adhered Low · Score: 27.6
Guideline #25: Not Applicable · Score: 0.0
Guideline #26: Adhered High · Score: 55.2
Guideline #27: Violated High · Score: -39.4
Guideline #28: Neutral · Score: 0.0
Guideline #29: Issue Resolved · Score: 39.4
Guideline #30: Violated High · Score: -47.3
Guideline #31: Not Applicable · Score: 0.0
Guideline #32: Adhered High · Score: 23.6
Guideline #33: Adhered Low · Score: 11.8
Guideline #34: Not Applicable · Score: 0.0
Guideline #35: Adhered Low · Score: 7.9
Guideline #36: Violated High · Score: -15.8
Guideline #37: Adhered High · Score: 15.8
Guideline #38: Adhered Low · Score: 7.9
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Navigation

8 Guidelines · Score: -63.0

“Broken” Performance
Guideline #39: Issue Resolved · Score: 47.3
Guideline #40: Neutral · Score: 0.0
Guideline #41: Violated High · Score: -47.3
Guideline #42: Violated High · Score: -39.4
Guideline #43: Adhered High · Score: 31.5
Guideline #44: Violated Low · Score: -15.8
Guideline #45: Violated High · Score: -23.6
Guideline #46: Violated High · Score: -15.8
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Flow

7 Guidelines · Score: 51.2

Guideline #47: Adhered High · Score: 55.2
Guideline #48: Neutral · Score: 0.0
Guideline #49: Violated Low · Score: -27.6
Guideline #50: Violated High · Score: -39.4
Guideline #51: Neutral · Score: 0.0
Guideline #52: Adhered High · Score: 31.5
Guideline #53: Issue Resolved · Score: 31.5
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Focus

10 Guidelines · Score: -90.6

“Broken” Performance
Guideline #54: Violated High · Score: -63.0
Guideline #55: Violated High · Score: -63.0
Guideline #56: Violated Low · Score: -19.7
Guideline #57: Not Applicable · Score: 0.0
Guideline #58: Violated High · Score: -39.4
Guideline #59: Issue Resolved · Score: 39.4
Guideline #60: Issue Resolved · Score: 39.4
Guideline #61: Issue Resolved · Score: 31.5
Guideline #62: Not Applicable · Score: 0.0
Guideline #63: Violated High · Score: -15.8
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All 100 sites were benchmarked across the 63 guidelines from the E-Commerce Checkout usability study. During our evaluation, Avon’s checkout process adhered to 26 usability guidelines, violated 27, and scored neutral on 4 occasions, while a remaining 6 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 Avon ranks 92 when comparing their checkout UX performance against the 99 other major US e-commerce sites in the benchmark, and ranks 8 in the Health & Beauty industry.

Poor
Acceptable
Good

3. Amway

6. Sephora

8. Avon

“Broken” Performance
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