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Ancestry.com’s Checkout UX

This is a usability benchmark of the checkout experience of Ancestry.com and 99 other sites. The overall performance of Ancestry.com is acceptable.

For instance, Ancestry.com's checkout has state of the art Navigation and Layout yet suffers from poor Flow and broken Focus.

Rank: #40 of 100

Usability Score: 556

URL: ancestry.com

Reviewer: Christian Holst

Poor
Acceptable
Good

Overall Checkout UX Performance

63 Guidelines · Score: 556

Data Input

15 Guidelines · Score: 157.6

Guideline #1: Adhered High · Score: 63.0
Guideline #2: Adhered High · Score: 47.3
Guideline #3: Violated Low · Score: -23.6
Guideline #4: Adhered Low · Score: 23.6
Guideline #5: Adhered High · Score: 31.5
Guideline #6: Violated High · Score: -31.5
Guideline #7: Violated High · Score: -15.8
Guideline #8: Issue Resolved · Score: 23.6
Guideline #9: Violated High · Score: -23.6
Guideline #10: Issue Resolved · Score: 23.6
Guideline #11: Violated Low · Score: -7.9
Guideline #12: Adhered High · Score: 15.8
Guideline #13: Not Applicable · Score: 0.0
Guideline #14: Adhered High · Score: 15.8
Guideline #15: Adhered High · Score: 15.8
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Copywriting

8 Guidelines · Score: 47.3

Guideline #16: Violated High · Score: -63.0
Guideline #17: Adhered High · Score: 47.3
Guideline #18: Issue Resolved · Score: 47.3
Guideline #19: Adhered High · Score: 39.4
Guideline #20: Violated High · Score: -39.4
Guideline #21: Adhered High · Score: 31.5
Guideline #22: Not Applicable · Score: 0.0
Guideline #23: Violated High · Score: -15.8
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Layout

15 Guidelines · Score: 228.5

“State of the Art” Performance
Guideline #24: Adhered Low · Score: 27.6
Guideline #25: Not Applicable · Score: 0.0
Guideline #26: Adhered High · Score: 55.2
Guideline #27: Adhered High · Score: 39.4
Guideline #28: Not Applicable · Score: 0.0
Guideline #29: Issue Resolved · Score: 39.4
Guideline #30: Violated High · Score: -47.3
Guideline #31: Adhered Low · Score: 11.8
Guideline #32: Adhered High · Score: 23.6
Guideline #33: Adhered High · Score: 23.6
Guideline #34: Not Applicable · Score: 0.0
Guideline #35: Adhered High · Score: 15.8
Guideline #36: Adhered 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: 173.4

“State of the Art” Performance
Guideline #39: Issue Resolved · Score: 47.3
Guideline #40: Adhered High · Score: 47.3
Guideline #41: Issue Resolved · Score: 47.3
Guideline #42: Not Applicable · Score: 0.0
Guideline #43: Violated High · Score: -31.5
Guideline #44: Adhered High · Score: 31.5
Guideline #45: Adhered High · Score: 23.6
Guideline #46: Adhered Low · Score: 7.9
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Flow

7 Guidelines · Score: 7.9

Guideline #47: Adhered High · Score: 55.2
Guideline #48: Not Applicable · Score: 0.0
Guideline #49: Violated High · Score: -55.2
Guideline #50: Adhered High · Score: 39.4
Guideline #51: Not Applicable · Score: 0.0
Guideline #52: Not Applicable · Score: 0.0
Guideline #53: Violated High · Score: -31.5
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Focus

10 Guidelines · Score: -59.1

“Broken” Performance
Guideline #54: Violated High · Score: -63.0
Guideline #55: Violated High · Score: -63.0
Guideline #56: Violated High · Score: -39.4
Guideline #57: Adhered Low · Score: 19.7
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: Issue Resolved · 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, Ancestry.com’s checkout process adhered to 37 usability guidelines, violated 16, and scored neutral on 0 occasions, while a remaining 10 guidelines weren’t applicable.

See methodology to read up on the evaluation criteria and scoring algorithm.

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Industry Comparison: Pets & Specialty

Overall Ancestry.com ranks 40 when comparing their checkout UX performance against the 99 other major US e-commerce sites in the benchmark, and ranks 3 in the Pets & Specialty industry.

Poor
Acceptable
Good

3. Ancestry.com

4. PetMeds

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