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Diapers.com’s Checkout UX

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

Diapers.com's checkout in particular suffers from usability issues caused by poor Flow, poor Layout, and broken Focus. That said, their checkout performs great within Navigation.

Rank: #86 of 100

Usability Score: 148

URL: diapers.com

Reviewer: Christian Holst

Poor
Acceptable
Good

Overall Checkout UX Performance

63 Guidelines · Score: 148

Data Input

15 Guidelines · Score: -121.8

“Broken” Performance
Guideline #1: Violated High · Score: -60.9
Guideline #2: Violated High · Score: -45.7
Guideline #3: Neutral · Score: 0.0
Guideline #4: Adhered Low · Score: 22.8
Guideline #5: Adhered Low · Score: 15.2
Guideline #6: Violated High · Score: -30.5
Guideline #7: Violated High · Score: -15.2
Guideline #8: Violated High · Score: -22.8
Guideline #9: Violated High · Score: -22.8
Guideline #10: Issue Resolved · Score: 22.8
Guideline #11: Violated High · Score: -15.2
Guideline #12: Adhered High · Score: 15.2
Guideline #13: Not Applicable · Score: 0.0
Guideline #14: Adhered Low · Score: 7.6
Guideline #15: Adhered Low · Score: 7.6
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Copywriting

8 Guidelines · Score: 133.2

Guideline #16: Adhered Low · Score: 30.5
Guideline #17: Adhered High · Score: 45.7
Guideline #18: Issue Resolved · Score: 45.7
Guideline #19: Adhered High · Score: 38.1
Guideline #20: Adhered Low · Score: 19.0
Guideline #21: Violated Low · Score: -15.2
Guideline #22: Violated High · Score: -15.2
Guideline #23: Violated High · Score: -15.2
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Layout

15 Guidelines · Score: 22.8

Guideline #24: Adhered Low · Score: 26.6
Guideline #25: Not Applicable · Score: 0.0
Guideline #26: Violated Low · Score: -26.6
Guideline #27: Violated High · Score: -38.1
Guideline #28: Violated Low · Score: -19.0
Guideline #29: Issue Resolved · Score: 38.1
Guideline #30: Violated High · Score: -45.7
Guideline #31: Adhered High · Score: 22.8
Guideline #32: Adhered High · Score: 22.8
Guideline #33: Adhered Low · Score: 11.4
Guideline #34: Violated High · Score: -22.8
Guideline #35: Adhered Low · Score: 7.6
Guideline #36: Adhered High · Score: 15.2
Guideline #37: Issue Resolved · Score: 15.2
Guideline #38: Adhered High · Score: 15.2
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Navigation

8 Guidelines · Score: 198.0

“State of the Art” Performance
Guideline #39: Adhered High · Score: 45.7
Guideline #40: Adhered High · Score: 45.7
Guideline #41: Issue Resolved · Score: 45.7
Guideline #42: Adhered High · Score: 38.1
Guideline #43: Neutral · Score: 0.0
Guideline #44: Adhered High · Score: 30.5
Guideline #45: Violated High · Score: -22.8
Guideline #46: Adhered High · Score: 15.2
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Flow

7 Guidelines · Score: 7.6

Guideline #47: Adhered High · Score: 53.3
Guideline #48: Neutral · Score: 0.0
Guideline #49: Violated High · Score: -53.3
Guideline #50: Violated High · Score: -38.1
Guideline #51: Adhered Low · Score: 15.2
Guideline #52: Not Applicable · Score: 0.0
Guideline #53: Adhered High · Score: 30.5
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Focus

10 Guidelines · Score: -91.4

“Broken” Performance
Guideline #54: Violated High · Score: -60.9
Guideline #55: Violated High · Score: -60.9
Guideline #56: Violated High · Score: -38.1
Guideline #57: Not Applicable · Score: 0.0
Guideline #58: Violated High · Score: -38.1
Guideline #59: Adhered High · Score: 38.1
Guideline #60: Issue Resolved · Score: 38.1
Guideline #61: Issue Resolved · Score: 30.5
Guideline #62: Violated High · Score: -15.2
Guideline #63: Issue Resolved · Score: 15.2
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All 100 sites were benchmarked across the 63 guidelines from the E-Commerce Checkout usability study. During our evaluation, Diapers.com’s checkout process adhered to 33 usability guidelines, violated 23, and scored neutral on 3 occasions, while a remaining 4 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 Diapers.com ranks 86 when comparing their checkout UX performance against the 99 other major US e-commerce sites in the benchmark, and ranks 7 in the Health & Beauty industry.

Poor
Acceptable
Good

3. Amway

6. Sephora

7. Diapers.com

8. Avon

“Broken” Performance
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