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Green Mountain Coffee’s Checkout UX

This is a usability benchmark of the checkout experience of Green Mountain Coffee and 99 other sites. The overall performance of Green Mountain Coffee is acceptable.

Notably, Green Mountain Coffee's checkout performance is hampered by poor Layout and Copywriting, although this is helped somewhat by state of the art Navigation and Flow.

Rank: #51 of 100

Usability Score: 464

URL: greenmountaincoffee.com

Reviewer: Christian Holst

Poor
Acceptable
Good

Overall Checkout UX Performance

63 Guidelines · Score: 464

Data Input

15 Guidelines · Score: 15.2

“Broken” Performance
Guideline #1: Adhered High · Score: 60.9
Guideline #2: Violated Low · Score: -22.8
Guideline #3: Violated Low · Score: -22.8
Guideline #4: Adhered High · Score: 45.7
Guideline #5: Violated High · Score: -30.5
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: Adhered High · Score: 15.2
Guideline #15: Violated Low · Score: -7.6
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Copywriting

8 Guidelines · Score: 0.0

Guideline #16: Violated High · Score: -60.9
Guideline #17: Adhered High · Score: 45.7
Guideline #18: Issue Resolved · Score: 45.7
Guideline #19: Violated High · Score: -38.1
Guideline #20: Adhered High · Score: 38.1
Guideline #21: Violated High · Score: -30.5
Guideline #22: Adhered High · Score: 15.2
Guideline #23: Violated High · Score: -15.2
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Layout

15 Guidelines · Score: 57.1

Guideline #24: Adhered Low · Score: 26.6
Guideline #25: Adhered Low · Score: 26.6
Guideline #26: Neutral · Score: 0.0
Guideline #27: Adhered High · Score: 38.1
Guideline #28: Neutral · Score: 0.0
Guideline #29: Adhered High · Score: 38.1
Guideline #30: Violated High · Score: -45.7
Guideline #31: Adhered Low · Score: 11.4
Guideline #32: Violated Low · Score: -11.4
Guideline #33: Violated Low · Score: -11.4
Guideline #34: Violated High · Score: -22.8
Guideline #35: Violated Low · Score: -7.6
Guideline #36: Violated Low · Score: -7.6
Guideline #37: Adhered High · Score: 15.2
Guideline #38: Adhered Low · Score: 7.6
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Navigation

8 Guidelines · Score: 213.2

“State of the Art” Performance
Guideline #39: Issue Resolved · Score: 45.7
Guideline #40: Adhered High · Score: 45.7
Guideline #41: Adhered High · 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: Not Applicable · Score: 0.0
Guideline #46: Adhered Low · Score: 7.6
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Flow

7 Guidelines · Score: 163.7

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

10 Guidelines · Score: 15.2

“Broken” Performance
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: Violated High · Score: -38.1
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, Green Mountain Coffee’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: Food & Drug

Overall Green Mountain Coffee ranks 51 when comparing their checkout UX performance against the 99 other major US e-commerce sites in the benchmark, and ranks 2 in the Food & Drug industry.

Poor
Acceptable
Good

2. Green Mountain Coffee

5. CVS

6. Peapod

7. Safeway

“Broken” Performance
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