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Williams-Sonoma’s Checkout UX

This is a usability benchmark of the checkout experience of Williams-Sonoma and 49 other sites. The overall performance of Williams-Sonoma is acceptable.

Notably, Williams-Sonoma's checkout performance is hampered by broken Shopping Cart & “Added to Cart” Behavior and Payment Flow & Methods (Incl. 3rd-Party), although this is helped somewhat by state of the art User Attention & Interactions and good Field Labels & Microcopy.

Rank: #16 of 50

Usability Score: 451

URL: williams-sonoma.com

Reviewer: Lauryn Smith

Poor
Acceptable
Good

Overall Checkout UX Performance

134 Guidelines · Score: 451

Shopping Cart & “Added to Cart” Behavior

10 Guidelines · Score: 8.4

“Broken” Performance
Guideline #4: Issue Resolved · Score: 12.0
Guideline #5: Adhered Low · Score: 6.0
Guideline #6: Issue Resolved · Score: 12.0
Guideline #7: Violated Low · Score: -6.0
Guideline #8: Neutral · Score: 0.0
Guideline #9: Adhered High · Score: 12.0
Guideline #10: Violated High · Score: -12.0
Guideline #11: Adhered Low · Score: 6.0
Guideline #12: Violated High · Score: -12.0
Guideline #13: Violated High · Score: -9.6
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Account Selection & Creation

9 Guidelines · Score: 47.9

Guideline #14: Adhered High · Score: 16.7
Guideline #15: Neutral · Score: 0.0
Guideline #16: Not Applicable · Score: 0.0
Guideline #17: Violated Low · Score: -8.4
Guideline #18: Adhered High · Score: 12.0
Guideline #19: Adhered High · Score: 12.0
Guideline #20: Adhered High · Score: 12.0
Guideline #21: Not Applicable · Score: 0.0
Guideline #22: Adhered Low · Score: 3.6
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Customer & Address Information

12 Guidelines · Score: 63.4

Guideline #23: Violated Low · Score: -8.4
Guideline #24: Adhered High · Score: 19.1
Guideline #25: Not Applicable · Score: 0.0
Guideline #26: Issue Resolved · Score: 16.7
Guideline #27: Issue Resolved · Score: 16.7
Guideline #28: Violated High · Score: -12.0
Guideline #29: Adhered High · Score: 12.0
Guideline #30: Adhered High · Score: 12.0
Guideline #31: Not Applicable · Score: 0.0
Guideline #32: Not Applicable · Score: 0.0
Guideline #33: Not Applicable · Score: 0.0
Guideline #34: Adhered High · Score: 7.2
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Gifting Flow & Features

5 Guidelines · Score: 19.1

Guideline #35: Not Applicable · Score: 0.0
Guideline #36: Adhered High · Score: 12.0
Guideline #37: Adhered High · Score: 12.0
Guideline #38: Violated High · Score: -12.0
Guideline #39: Adhered High · Score: 7.2
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Shipping & Store Pickup

11 Guidelines · Score: -26.3

“Broken” Performance
Guideline #40: Violated High · Score: -16.7
Guideline #41: Violated Low · Score: -7.2
Guideline #42: Adhered High · Score: 12.0
Guideline #43: Violated High · Score: -12.0
Guideline #44: Violated Low · Score: -4.8
Guideline #45: Adhered Low · Score: 2.4
Guideline #46: Not Applicable · Score: 0.0
Guideline #47: Not Applicable · Score: 0.0
Guideline #48: Not Applicable · Score: 0.0
Guideline #49: Not Applicable · Score: 0.0
Guideline #50: Not Applicable · Score: 0.0
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Payment Flow & Methods (Incl. 3rd-Party)

8 Guidelines · Score: -9.6

“Broken” Performance
Guideline #51: Not Applicable · Score: 0.0
Guideline #52: Violated Low · Score: -7.2
Guideline #53: Not Applicable · Score: 0.0
Guideline #54: Violated High · Score: -12.0
Guideline #55: Not Applicable · Score: 0.0
Guideline #56: Not Applicable · Score: 0.0
Guideline #57: Adhered High · Score: 9.6
Guideline #58: Not Applicable · Score: 0.0
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Credit Card Form

10 Guidelines · Score: -37.1

“Broken” Performance
Guideline #59: Adhered High · Score: 16.7
Guideline #60: Violated High · Score: -16.7
Guideline #61: Violated High · Score: -16.7
Guideline #62: Violated High · Score: -12.0
Guideline #63: Issue Resolved · Score: 12.0
Guideline #64: Neutral · Score: 0.0
Guideline #65: Violated High · Score: -12.0
Guideline #66: Violated High · Score: -9.6
Guideline #67: Violated Low · Score: -3.6
Guideline #68: Adhered High · Score: 4.8
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Order Review

5 Guidelines · Score: 0.0

“Broken” Performance
Guideline #69: Neutral · Score: 0.0
Guideline #70: Not Applicable · Score: 0.0
Guideline #71: Not Applicable · Score: 0.0
Guideline #72: Not Applicable · Score: 0.0
Guideline #73: Not Applicable · Score: 0.0
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Order Confirmation & E-Mail

4 Guidelines · Score: 17.9

Guideline #74: Violated Low · Score: -6.0
Guideline #75: Adhered High · Score: 9.6
Guideline #76: Adhered High · Score: 7.2
Guideline #77: Adhered High · Score: 7.2
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Page Design

6 Guidelines · Score: 20.3

Guideline #78: Adhered High · Score: 12.0
Guideline #79: Violated High · Score: -12.0
Guideline #80: Adhered High · Score: 9.6
Guideline #81: Adhered High · Score: 7.2
Guideline #82: Adhered High · Score: 7.2
Guideline #83: Violated Low · Score: -3.6
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User Attention & Interactions

6 Guidelines · Score: 67.0

“State of the Art” Performance
Guideline #84: Issue Resolved · Score: 16.7
Guideline #85: Adhered High · Score: 12.0
Guideline #86: Adhered High · Score: 12.0
Guideline #87: Adhered High · Score: 12.0
Guideline #88: Issue Resolved · Score: 14.4
Guideline #89: Not Applicable · Score: 0.0
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Cross-Sells

4 Guidelines · Score: 20.3

Guideline #90: Issue Resolved · Score: 16.7
Guideline #91: Violated High · Score: -12.0
Guideline #92: Adhered High · Score: 12.0
Guideline #93: Adhered Low · Score: 3.6
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Form Design & Features

8 Guidelines · Score: 38.3

Guideline #94: Adhered Low · Score: 8.4
Guideline #95: Issue Resolved · Score: 16.7
Guideline #96: Violated High · Score: -16.7
Guideline #97: Adhered Low · Score: 6.0
Guideline #98: Adhered High · Score: 14.4
Guideline #99: Adhered High · Score: 12.0
Guideline #100: Violated High · Score: -7.2
Guideline #101: Adhered High · Score: 4.8
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Validation Errors & Data Persistence

6 Guidelines · Score: 55.0

Guideline #102: Adhered High · Score: 19.1
Guideline #103: Issue Resolved · Score: 19.1
Guideline #104: Neutral · Score: 0.0
Guideline #105: Adhered High · Score: 16.7
Guideline #106: Neutral · Score: 0.0
Guideline #107: Neutral · Score: 0.0
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Address Validators

4 Guidelines · Score: 7.2

Guideline #108: Adhered High · Score: 14.4
Guideline #109: Not Applicable · Score: 0.0
Guideline #110: Violated High · Score: -7.2
Guideline #111: Not Applicable · Score: 0.0
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Field Labels & Microcopy

7 Guidelines · Score: 57.4

Guideline #112: Neutral · Score: 0.0
Guideline #113: Adhered High · Score: 16.7
Guideline #114: Adhered High · Score: 12.0
Guideline #115: Adhered High · Score: 9.6
Guideline #116: Adhered High · Score: 12.0
Guideline #117: Not Applicable · Score: 0.0
Guideline #118: Adhered High · Score: 7.2
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Field Design & Features

8 Guidelines · Score: 52.6

Guideline #119: Issue Resolved · Score: 16.7
Guideline #120: Adhered High · Score: 12.0
Guideline #121: Issue Resolved · Score: 12.0
Guideline #122: Adhered High · Score: 12.0
Guideline #123: Violated High · Score: -7.2
Guideline #124: Not Applicable · Score: 0.0
Guideline #125: Neutral · Score: 0.0
Guideline #126: Issue Resolved · Score: 7.2
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Default Values & Autocompletion

8 Guidelines · Score: 57.4

Guideline #127: Adhered High · Score: 16.7
Guideline #128: Adhered High · Score: 14.4
Guideline #129: Issue Resolved · Score: 14.4
Guideline #130: Adhered High · Score: 12.0
Guideline #131: Not Applicable · Score: 0.0
Guideline #132: Violated High · Score: -7.2
Guideline #133: Not Applicable · Score: 0.0
Guideline #134: Adhered High · Score: 7.2
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All 50 sites were benchmarked across the 134 guidelines from the E-Commerce Checkout usability study. During our evaluation, Williams-Sonoma’s checkout process adhered to 65 usability guidelines, violated 30, and scored neutral on 9 occasions, while a remaining 30 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 16 when comparing their checkout UX performance against the 49 other major US e-commerce sites in the benchmark, and ranks 2 in the Houseware & Furnishing industry.

Poor
Acceptable
Good

2. Williams-Sonoma

4. Wayfair

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