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Coastal Contacts' Checkout UX

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

Notably, Coastal Contacts' checkout performance is hampered by broken Focus and Flow, although this is helped somewhat by state of the art Navigation and good Copywriting.

Rank: #53 of 100

Usability Score: 434

URL: coastal.com

Reviewer: Christian Holst

Poor
Acceptable
Good

Overall Checkout UX Performance

63 Guidelines · Score: 434

Data Input

15 Guidelines · Score: 7.7

“Broken” Performance
Guideline #1: Adhered High · Score: 62.0
Guideline #2: Violated Low · Score: -23.2
Guideline #3: Violated Low · Score: -23.2
Guideline #4: Adhered High · Score: 46.5
Guideline #5: Violated High · Score: -31.0
Guideline #6: Violated High · Score: -31.0
Guideline #7: Violated High · Score: -15.5
Guideline #8: Issue Resolved · Score: 23.2
Guideline #9: Violated High · Score: -23.2
Guideline #10: Issue Resolved · Score: 23.2
Guideline #11: Violated High · Score: -15.5
Guideline #12: Adhered High · Score: 15.5
Guideline #13: Not Applicable · Score: 0.0
Guideline #14: Issue Resolved · Score: 15.5
Guideline #15: Violated High · Score: -15.5
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Copywriting

8 Guidelines · Score: 131.7

Guideline #16: Adhered High · Score: 62.0
Guideline #17: Adhered High · Score: 46.5
Guideline #18: Issue Resolved · Score: 46.5
Guideline #19: Violated High · Score: -38.7
Guideline #20: Violated High · Score: -38.7
Guideline #21: Adhered High · Score: 31.0
Guideline #22: Adhered High · Score: 15.5
Guideline #23: Adhered Low · Score: 7.7
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Layout

15 Guidelines · Score: 147.2

Guideline #24: Violated High · Score: -54.2
Guideline #25: Adhered High · Score: 54.2
Guideline #26: Adhered Low · Score: 27.1
Guideline #27: Adhered High · Score: 38.7
Guideline #28: Not Applicable · Score: 0.0
Guideline #29: Issue Resolved · Score: 38.7
Guideline #30: Violated High · Score: -46.5
Guideline #31: Adhered Low · Score: 11.6
Guideline #32: Adhered High · Score: 23.2
Guideline #33: Adhered High · Score: 23.2
Guideline #34: Not Applicable · Score: 0.0
Guideline #35: Adhered Low · Score: 7.7
Guideline #36: Adhered High · Score: 15.5
Guideline #37: Violated Low · Score: -7.7
Guideline #38: Adhered High · Score: 15.5
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Navigation

8 Guidelines · Score: 178.1

“State of the Art” Performance
Guideline #39: Issue Resolved · Score: 46.5
Guideline #40: Adhered High · Score: 46.5
Guideline #41: Issue Resolved · Score: 46.5
Guideline #42: Adhered High · Score: 38.7
Guideline #43: Adhered High · Score: 31.0
Guideline #44: Violated Low · Score: -15.5
Guideline #45: Violated High · Score: -23.2
Guideline #46: Adhered Low · Score: 7.7
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Flow

7 Guidelines · Score: -46.5

“Broken” Performance
Guideline #47: Adhered High · Score: 54.2
Guideline #48: Violated High · Score: -54.2
Guideline #49: Violated High · Score: -54.2
Guideline #50: Violated High · Score: -38.7
Guideline #51: Violated Low · Score: -15.5
Guideline #52: Adhered High · Score: 31.0
Guideline #53: Issue Resolved · Score: 31.0
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Focus

10 Guidelines · Score: 15.5

“Broken” Performance
Guideline #54: Adhered High · Score: 62.0
Guideline #55: Violated High · Score: -62.0
Guideline #56: Violated High · Score: -38.7
Guideline #57: Not Applicable · Score: 0.0
Guideline #58: Violated High · Score: -38.7
Guideline #59: Issue Resolved · Score: 38.7
Guideline #60: Issue Resolved · Score: 38.7
Guideline #61: Adhered High · Score: 31.0
Guideline #62: Not Applicable · Score: 0.0
Guideline #63: Violated High · Score: -15.5
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All 100 sites were benchmarked across the 63 guidelines from the E-Commerce Checkout usability study. During our evaluation, Coastal Contacts' checkout process adhered to 35 usability guidelines, violated 23, and scored neutral on 0 occasions, while a remaining 5 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 Coastal Contacts ranks 53 when comparing their checkout UX performance against the 99 other major US e-commerce sites in the benchmark, and ranks 4 in the Health & Beauty industry.

Poor
Acceptable
Good

3. Amway

4. Coastal Contacts

6. Sephora

8. Avon

“Broken” Performance
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