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drugstore.com’s Checkout UX

This is a usability benchmark of the checkout experience of drugstore.com and 99 other sites. The overall performance of drugstore.com is mediocre. Some of drugstore.com's biggest checkout usability issues are due to poor Flow, broken Layout, and broken Focus. That said, their checkout performs great within Copywriting.

Rank: #75 of 100

Usability Score: 263

URL: drugstore.com

Reviewed by: Christian Holst

Poor
Acceptable
Good

Overall Checkout UX Performance

63 Guidelines · Score: 263

Data Input

15 Guidelines · Score: 100.7

Guideline #1: Adhered High · Score: 62.0
Guideline #2: Violated High · Score: -46.5
Guideline #3: Violated High · Score: -46.5
Guideline #4: Adhered High · Score: 46.5
Guideline #5: Adhered High · Score: 31.0
Guideline #6: Adhered 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: Issue Resolved · 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: Adhered Low · Score: 7.7
Guideline #15: Adhered Low · Score: 7.7
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Copywriting

8 Guidelines · Score: 197.5

“State of the Art” Performance
Guideline #16: Adhered High · Score: 62.0
Guideline #17: Adhered High · Score: 46.5
Guideline #18: Issue Resolved · Score: 46.5
Guideline #19: Adhered High · Score: 38.7
Guideline #20: Violated Low · Score: -19.4
Guideline #21: Adhered High · Score: 31.0
Guideline #22: Violated High · Score: -15.5
Guideline #23: Adhered Low · Score: 7.7
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Layout

15 Guidelines · Score: -42.6

“Broken” Performance
Guideline #24: Adhered High · Score: 54.2
Guideline #25: Not Applicable · Score: 0.0
Guideline #26: Violated High · Score: -54.2
Guideline #27: Violated Low · Score: -19.4
Guideline #28: Neutral · Score: 0.0
Guideline #29: Issue Resolved · Score: 38.7
Guideline #30: Violated High · Score: -46.5
Guideline #31: Adhered Low · Score: 11.6
Guideline #32: Adhered Low · Score: 11.6
Guideline #33: Violated High · Score: -23.2
Guideline #34: Violated High · Score: -23.2
Guideline #35: Violated Low · Score: -7.7
Guideline #36: Adhered High · Score: 15.5
Guideline #37: Adhered Low · Score: 7.7
Guideline #38: Violated Low · Score: -7.7
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Navigation

8 Guidelines · Score: 69.7

Guideline #39: Adhered High · Score: 46.5
Guideline #40: Adhered High · Score: 46.5
Guideline #41: Issue Resolved · Score: 46.5
Guideline #42: Violated High · Score: -38.7
Guideline #43: Adhered Low · Score: 15.5
Guideline #44: Violated High · Score: -31.0
Guideline #45: Violated High · Score: -23.2
Guideline #46: Adhered Low · Score: 7.7
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Flow

7 Guidelines · Score: 15.5

Guideline #47: Adhered High · Score: 54.2
Guideline #48: Not Applicable · Score: 0.0
Guideline #49: Violated Low · Score: -27.1
Guideline #50: Adhered Low · Score: 19.4
Guideline #51: Adhered Low · Score: 15.5
Guideline #52: Violated High · Score: -31.0
Guideline #53: Violated Low · Score: -15.5
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Focus

10 Guidelines · Score: -77.4

“Broken” Performance
Guideline #54: Violated High · Score: -62.0
Guideline #55: Violated High · Score: -62.0
Guideline #56: Adhered High · Score: 38.7
Guideline #57: Not Applicable · Score: 0.0
Guideline #58: Violated High · Score: -38.7
Guideline #59: Adhered High · Score: 38.7
Guideline #60: Issue Resolved · Score: 38.7
Guideline #61: Violated Low · Score: -15.5
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, drugstore.com’s checkout process adhered to 32 usability guidelines, violated 25, 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 drugstore.com ranks 75 when comparing their checkout UX performance against the 99 other major US e-commerce sites in the benchmark, and ranks 11 in the Mass Merchant industry.

Poor
Acceptable
Good

1. Sears

3. Walmart

4. Target

5. Buy.com

6. Kohl's

10. Amazon

11. drugstore.com

“Broken” Performance

14. ShopNBC

“Broken” Performance

15. Costco

“Broken” Performance

1 More UX Case Study of drugstore.com

We have also evaluated the usability of drugstore.com in this other study:

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