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Coldwater Creek’s Checkout UX

This is a usability benchmark of the checkout experience of Coldwater Creek and 99 other sites. The overall performance of Coldwater Creek is decent.

For instance, Coldwater Creek's checkout has state of the art Flow and good Navigation yet suffers from mediocre Focus.

Rank: #22 of 100

Usability Score: 685

URL: coldwatercreek.com

Reviewer: Christian Holst

Poor
Acceptable
Good

Overall Checkout UX Performance

63 Guidelines · Score: 685

Data Input

15 Guidelines · Score: 152.3

Guideline #1: Adhered High · Score: 60.9
Guideline #2: Adhered High · Score: 45.7
Guideline #3: Violated Low · Score: -22.8
Guideline #4: Adhered High · Score: 45.7
Guideline #5: Adhered Low · Score: 15.2
Guideline #6: Violated High · Score: -30.5
Guideline #7: Violated High · Score: -15.2
Guideline #8: Issue Resolved · 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: Issue Resolved · Score: 15.2
Guideline #15: Adhered High · Score: 15.2
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Copywriting

8 Guidelines · Score: 79.9

Guideline #16: Violated Low · Score: -30.5
Guideline #17: Adhered Low · Score: 22.8
Guideline #18: Issue Resolved · Score: 45.7
Guideline #19: Issue Resolved · Score: 38.1
Guideline #20: Violated Low · Score: -19.0
Guideline #21: Adhered High · Score: 30.5
Guideline #22: Violated High · Score: -15.2
Guideline #23: Adhered Low · Score: 7.6
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Layout

15 Guidelines · Score: 118.0

Guideline #24: Violated High · Score: -53.3
Guideline #25: Adhered Low · Score: 26.6
Guideline #26: Adhered High · Score: 53.3
Guideline #27: Adhered High · Score: 38.1
Guideline #28: Adhered High · Score: 38.1
Guideline #29: Issue Resolved · Score: 38.1
Guideline #30: Violated High · Score: -45.7
Guideline #31: Neutral · Score: 0.0
Guideline #32: Adhered Low · Score: 11.4
Guideline #33: Adhered Low · Score: 11.4
Guideline #34: Not Applicable · Score: 0.0
Guideline #35: Adhered Low · Score: 7.6
Guideline #36: Violated High · Score: -15.2
Guideline #37: Violated Low · Score: -7.6
Guideline #38: Adhered High · Score: 15.2
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Navigation

8 Guidelines · Score: 121.8

Guideline #39: Issue Resolved · Score: 45.7
Guideline #40: Adhered High · Score: 45.7
Guideline #41: Issue Resolved · Score: 45.7
Guideline #42: Violated 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: 140.9

“State of the Art” Performance
Guideline #47: Adhered High · Score: 53.3
Guideline #48: Neutral · Score: 0.0
Guideline #49: Adhered High · Score: 53.3
Guideline #50: Adhered Low · Score: 19.0
Guideline #51: Adhered Low · Score: 15.2
Guideline #52: Violated High · Score: -30.5
Guideline #53: Issue Resolved · Score: 30.5
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Focus

10 Guidelines · Score: 72.3

Guideline #54: Adhered 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: Adhered Low · Score: 19.0
Guideline #59: Issue Resolved · Score: 38.1
Guideline #60: Issue Resolved · Score: 38.1
Guideline #61: Adhered High · Score: 30.5
Guideline #62: Not Applicable · Score: 0.0
Guideline #63: Violated High · 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, Coldwater Creek’s checkout process adhered to 38 usability guidelines, violated 18, 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: Apparel & Accessories

Overall Coldwater Creek ranks 22 when comparing their checkout UX performance against the 99 other major US e-commerce sites in the benchmark, and ranks 6 in the Apparel & Accessories industry.

Poor
Acceptable
Good

6. Coldwater Creek

7. YOOX

9. Gap

10. Nike

11. L.L. Bean

12. Gilt

13. MLB

15. eBags

21. J.Crew

22. Talbots

“Broken” Performance
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