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Target’s Homepage & Category UX

This is a usability benchmark of the homepage and category experience of Target and 49 other sites. The overall performance of Target is decent. It is especially a state of the art Site-Wide Layout, Category Taxonomy, and Main Navigation that helps Target's category UX.

We also benchmarked Target in 2013. Since then, their overall UX performance is -21% worse.

Rank: #42 of 50

Usability Score: 776

URL: target.com

Reviewed by: Karolina Budrikiene

Poor
Acceptable
Good

Overall Homepage & Category UX

79 Guidelines · Score: 776 (-21% since 2013)

Current Performance
2013 Performance

Homepage

13 Guidelines · Score: 56.6 (-58%)

Guideline #1: Violated High · Score: -39.6
Guideline #2: Adhered High · Score: 28.3
Guideline #3: Issue Resolved · Score: 28.3
Guideline #4: Violated Low · Score: -14.2
Guideline #5: Adhered Low · Score: 8.5
Guideline #6: Neutral · Score: 0.0
Guideline #7: Not Applicable · Score: 0.0
Guideline #8: Not Applicable · Score: 0.0
Guideline #9: Adhered High · Score: 17.0
Guideline #10: Issue Resolved · Score: 28.3
Guideline #11: Adhered High · Score: 17.0
Guideline #12: Not Applicable · Score: 0.0
Guideline #13: Violated High · Score: -17.0
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Category Taxonomy

13 Guidelines · Score: 206.7 (+11%)

“State of the Art” Performance
Guideline #14: Violated High · Score: -39.6
Guideline #15: Adhered High · Score: 28.3
Guideline #16: Adhered High · Score: 39.6
Guideline #17: Adhered High · Score: 28.3
Guideline #18: Not Applicable · Score: 0.0
Guideline #19: Adhered High · Score: 34.0
Guideline #20: Issue Resolved · Score: 45.3
Guideline #21: Adhered High · Score: 28.3
Guideline #22: Adhered High · Score: 28.3
Guideline #23: Not Applicable · Score: 0.0
Guideline #24: Adhered Low · Score: 14.2
Guideline #25: Violated High · Score: -22.6
Guideline #26: Adhered High · Score: 22.6
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Main Navigation

16 Guidelines · Score: 215.2 (-93%)

“State of the Art” Performance
Guideline #27: Neutral · Score: 0.0
Guideline #28: Adhered High · Score: 45.3
Guideline #29: Adhered High · Score: 39.6
Guideline #30: Adhered High · Score: 28.3
Guideline #31: Violated Low · Score: -17.0
Guideline #32: Not Applicable · Score: 0.0
Guideline #33: Issue Resolved · Score: 34.0
Guideline #34: Violated High · Score: -28.3
Guideline #35: Violated High · Score: -22.6
Guideline #36: Issue Resolved · Score: 28.3
Guideline #37: Issue Resolved · Score: 28.3
Guideline #38: Adhered High · Score: 22.6
Guideline #39: Adhered High · Score: 22.6
Guideline #40: Adhered High · Score: 17.0
Guideline #41: Adhered High · Score: 17.0
Guideline #42: Not Applicable · Score: 0.0
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Intermediary Category Pages

7 Guidelines · Score: -5.7 (-147%)

Guideline #43: Violated High · Score: -45.3
Guideline #44: Not Applicable · Score: 0.0
Guideline #45: Adhered High · Score: 39.6
Guideline #46: Not Applicable · Score: 0.0
Guideline #47: Adhered High · Score: 28.3
Guideline #48: Violated High · Score: -28.3
Guideline #49: Not Applicable · Score: 0.0
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Product Lists

13 Guidelines · Score: 110.4 (+129%)

Guideline #50: Adhered High · Score: 45.3
Guideline #51: Adhered High · Score: 45.3
Guideline #52: Adhered High · Score: 39.6
Guideline #53: Adhered High · Score: 45.3
Guideline #54: Violated High · Score: -45.3
Guideline #55: Adhered High · Score: 45.3
Guideline #56: Violated High · Score: -22.6
Guideline #57: Violated Low · Score: -14.2
Guideline #58: Violated High · Score: -34.0
Guideline #59: Adhered High · Score: 28.3
Guideline #60: Adhered High · Score: 17.0
Guideline #61: Violated High · Score: -17.0
Guideline #62: Violated High · Score: -22.6
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Site-Wide Layout

10 Guidelines · Score: 192.5 (+38%)

“State of the Art” Performance
Guideline #63: Adhered High · Score: 28.3
Guideline #64: Issue Resolved · Score: 45.3
Guideline #65: Adhered High · Score: 28.3
Guideline #66: Adhered High · Score: 22.6
Guideline #67: Adhered High · Score: 22.6
Guideline #68: Adhered High · Score: 17.0
Guideline #69: Issue Resolved · Score: 17.0
Guideline #70: Issue Resolved · Score: 17.0
Guideline #71: Adhered Low · Score: 5.7
Guideline #72: Violated High · Score: -11.3
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Cross-Navigation & -Selling

7 Guidelines · Score: 0.0 (-130%)

Guideline #73: Neutral · Score: 0.0
Guideline #74: Neutral · Score: 0.0
Guideline #75: Violated High · Score: -28.3
Guideline #76: Not Applicable · Score: 0.0
Guideline #77: Not Applicable · Score: 0.0
Guideline #78: Adhered High · Score: 17.0
Guideline #79: Adhered High · Score: 11.3
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All 50 sites were benchmarked across the 79 guidelines from the Homepage & Category usability study. During our evaluation, the e-commerce homepage and category design of Target adhered to 45 usability guidelines, violated 18, and scored neutral on 4 occasions, while a remaining 12 guidelines weren’t applicable.

See methodology to read up on the evaluation criteria and scoring algorithm.

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Industry Comparison: Mass Merchant

Overall Target ranks 42 when comparing their homepage and category UX performance against the 49 other major US e-commerce sites in the benchmark, and ranks 8 in the Mass Merchant industry.

Poor
Acceptable
Good

1. Sears

“State of the Art” Performance

2. Kohl's

“State of the Art” Performance
“State of the Art” Performance
“State of the Art” Performance

5. Macy's

“State of the Art” Performance

6. Walmart

“State of the Art” Performance

7. Etsy

8. Target

9. Rakuten

10. Amazon

11. Sephora

12. Costco

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