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Market America’s Checkout UX

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

Market America's checkout is particularly thwarted by usability issues related to broken Flow, Copywriting, and Layout. That said, their checkout performs great within Navigation.

Rank: #96 of 100

Usability Score: -85

URL: marketamerica.com

Reviewer: Christian Holst

Poor
Acceptable
Good

Overall Checkout UX Performance

63 Guidelines · Score: -85

“Broken” Performance

Data Input

15 Guidelines · Score: -38.7

“Broken” Performance
Guideline #1: Violated High · Score: -62.0
Guideline #2: Adhered High · Score: 46.5
Guideline #3: Violated Low · Score: -23.2
Guideline #4: Adhered Low · Score: 23.2
Guideline #5: Violated Low · Score: -15.5
Guideline #6: Violated 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: -50.3

“Broken” Performance
Guideline #16: Violated Low · Score: -31.0
Guideline #17: Adhered High · Score: 46.5
Guideline #18: Violated High · Score: -46.5
Guideline #19: Violated High · Score: -38.7
Guideline #20: Violated Low · Score: -19.4
Guideline #21: Adhered Low · Score: 15.5
Guideline #22: Adhered High · Score: 15.5
Guideline #23: Adhered Low · Score: 7.7
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Layout

15 Guidelines · Score: -58.1

“Broken” Performance
Guideline #24: Violated Low · Score: -27.1
Guideline #25: Not Applicable · Score: 0.0
Guideline #26: Neutral · Score: 0.0
Guideline #27: Violated Low · Score: -19.4
Guideline #28: Adhered Low · Score: 19.4
Guideline #29: Issue Resolved · Score: 38.7
Guideline #30: Violated High · Score: -46.5
Guideline #31: Violated Low · Score: -11.6
Guideline #32: Violated Low · Score: -11.6
Guideline #33: Neutral · Score: 0.0
Guideline #34: Not Applicable · Score: 0.0
Guideline #35: Violated Low · Score: -7.7
Guideline #36: Violated High · Score: -15.5
Guideline #37: Issue Resolved · Score: 15.5
Guideline #38: Adhered Low · Score: 7.7
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Navigation

8 Guidelines · Score: 193.6

“State of the Art” Performance
Guideline #39: Issue Resolved · Score: 46.5
Guideline #40: Adhered High · Score: 46.5
Guideline #41: Issue Resolved · Score: 46.5
Guideline #42: Adhered High · Score: 38.7
Guideline #43: Violated High · Score: -31.0
Guideline #44: Adhered High · Score: 31.0
Guideline #45: Neutral · Score: 0.0
Guideline #46: Adhered High · Score: 15.5
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Flow

7 Guidelines · Score: -38.7

“Broken” Performance
Guideline #47: Adhered High · Score: 54.2
Guideline #48: Neutral · Score: 0.0
Guideline #49: Violated High · Score: -54.2
Guideline #50: Violated High · Score: -38.7
Guideline #51: Neutral · Score: 0.0
Guideline #52: Adhered High · Score: 31.0
Guideline #53: Violated High · Score: -31.0
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Focus

10 Guidelines · Score: -92.9

“Broken” Performance
Guideline #54: Violated High · Score: -62.0
Guideline #55: Violated High · Score: -62.0
Guideline #56: Violated High · Score: -38.7
Guideline #57: Not Applicable · Score: 0.0
Guideline #58: Violated High · Score: -38.7
Guideline #59: Issue Resolved · Score: 38.7
Guideline #60: Issue Resolved · Score: 38.7
Guideline #61: Adhered Low · Score: 15.5
Guideline #62: Not Applicable · Score: 0.0
Guideline #63: Issue Resolved · 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, Market America’s checkout process adhered to 27 usability guidelines, violated 26, and scored neutral on 5 occasions, 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 Market America ranks 96 when comparing their checkout UX performance against the 99 other major US e-commerce sites in the benchmark, and ranks 13 in the Mass Merchant industry.

Poor
Acceptable
Good

1. Sears

3. Walmart

4. Target

5. Buy.com

6. Kohl's

10. Amazon

13. Market America

“Broken” Performance

14. ShopNBC

“Broken” Performance

15. Costco

“Broken” Performance
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