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Talbots' Checkout UX

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

Some of Talbots' biggest checkout usability issues are due to poor Focus, poor Layout, and broken Copywriting.

Rank: #94 of 100

Usability Score: -27

URL: talbots.com

Reviewer: Christian Holst

Poor
Acceptable
Good

Overall Checkout UX Performance

63 Guidelines · Score: -27

“Broken” Performance

Data Input

15 Guidelines · Score: -57.1

“Broken” Performance
Guideline #1: Violated High · Score: -60.9
Guideline #2: Adhered High · Score: 45.7
Guideline #3: Violated High · Score: -45.7
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: Adhered Low · Score: 11.4
Guideline #10: Violated High · 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 Low · Score: 7.6
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Copywriting

8 Guidelines · Score: -57.1

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

15 Guidelines · Score: 57.1

Guideline #24: Violated Low · Score: -26.6
Guideline #25: Neutral · Score: 0.0
Guideline #26: Adhered High · Score: 53.3
Guideline #27: Violated Low · Score: -19.0
Guideline #28: Violated Low · Score: -19.0
Guideline #29: Issue Resolved · Score: 38.1
Guideline #30: Violated High · Score: -45.7
Guideline #31: Neutral · Score: 0.0
Guideline #32: Adhered High · Score: 22.8
Guideline #33: Adhered High · Score: 22.8
Guideline #34: Violated High · Score: -22.8
Guideline #35: Adhered High · Score: 15.2
Guideline #36: Adhered High · Score: 15.2
Guideline #37: Adhered High · Score: 15.2
Guideline #38: Adhered Low · Score: 7.6
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Navigation

8 Guidelines · Score: 45.7

Guideline #39: Adhered High · Score: 45.7
Guideline #40: Adhered High · Score: 45.7
Guideline #41: Violated High · 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: Not Applicable · Score: 0.0
Guideline #46: Adhered Low · Score: 7.6
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Flow

7 Guidelines · Score: -72.3

“Broken” Performance
Guideline #47: Adhered High · Score: 53.3
Guideline #48: Neutral · Score: 0.0
Guideline #49: Violated High · Score: -53.3
Guideline #50: Adhered Low · Score: 19.0
Guideline #51: Violated High · Score: -30.5
Guideline #52: Violated High · Score: -30.5
Guideline #53: Violated High · Score: -30.5
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Focus

10 Guidelines · Score: 57.1

Guideline #54: Adhered High · Score: 60.9
Guideline #55: Violated High · Score: -60.9
Guideline #56: Adhered High · Score: 38.1
Guideline #57: Not Applicable · Score: 0.0
Guideline #58: Violated High · Score: -38.1
Guideline #59: Adhered Low · Score: 19.0
Guideline #60: Issue Resolved · Score: 38.1
Guideline #61: Adhered Low · Score: 15.2
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, Talbots' checkout process adhered to 28 usability guidelines, violated 27, and scored neutral on 4 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 Talbots ranks 94 when comparing their checkout UX performance against the 99 other major US e-commerce sites in the benchmark, and ranks 22 in the Apparel & Accessories industry.

Poor
Acceptable
Good
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