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Sears' Homepage & Category UX

This is a usability benchmark of the homepage and category experience of Sears and 49 other sites. The overall performance of Sears is state of the art.

It is especially a state of the art Main Navigation, Site-Wide Layout, and Category Taxonomy that helps Sears' category UX. Do, however, watch out for their broken Homepage performance.

We also benchmarked Sears in 2013. Since then, their overall UX performance is 109% better.

Rank: #4 of 50

Usability Score: 1,300

URL: sears.com

Reviewer: Karolina Budrikiene

Poor
Acceptable
Good

Overall Homepage & Category UX

79 Guidelines · Score: 1,300 (+109% since 2013)

Current Performance - “State of the Art”
2013 Performance

Homepage

13 Guidelines · Score: 45.3 (-69%)

“Broken” Performance
Guideline #1: Adhered High · Score: 39.6
Guideline #2: Violated High · Score: -28.3
Guideline #3: Violated Low · Score: -14.2
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: Neutral · Score: 0.0
Guideline #10: Issue Resolved · Score: 28.3
Guideline #11: Adhered Low · Score: 8.5
Guideline #12: Not Applicable · Score: 0.0
Guideline #13: Adhered High · Score: 17.0
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Category Taxonomy

13 Guidelines · Score: 291.6 (+202%)

“State of the Art” Performance
Guideline #14: Adhered 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: Violated 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: Adhered High · Score: 28.3
Guideline #24: Adhered Low · Score: 14.2
Guideline #25: Adhered High · Score: 22.6
Guideline #26: Issue Resolved · Score: 22.6
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Main Navigation

16 Guidelines · Score: 402.0 (+182%)

“State of the Art” Performance
Guideline #27: Adhered High · Score: 39.6
Guideline #28: Adhered High · Score: 45.3
Guideline #29: Adhered High · Score: 39.6
Guideline #30: Adhered High · Score: 28.3
Guideline #31: Adhered High · Score: 34.0
Guideline #32: Not Applicable · Score: 0.0
Guideline #33: Issue Resolved · Score: 34.0
Guideline #34: Adhered High · Score: 28.3
Guideline #35: Adhered High · Score: 22.6
Guideline #36: Issue Resolved · Score: 28.3
Guideline #37: Adhered High · Score: 28.3
Guideline #38: Adhered High · Score: 22.6
Guideline #39: Issue Resolved · Score: 22.6
Guideline #40: Issue Resolved · Score: 17.0
Guideline #41: Adhered High · Score: 17.0
Guideline #42: Violated Low · Score: -5.7
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Intermediary Category Pages

7 Guidelines · Score: 152.9 (+82%)

“State of the Art” Performance
Guideline #43: Adhered High · Score: 45.3
Guideline #44: Adhered High · Score: 39.6
Guideline #45: Adhered High · Score: 39.6
Guideline #46: Adhered High · Score: 28.3
Guideline #47: Not Applicable · Score: 0.0
Guideline #48: Not Applicable · Score: 0.0
Guideline #49: Not Applicable · Score: 0.0
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Product Lists

13 Guidelines · Score: 192.5 (+176%)

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: Adhered 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 Low · Score: 8.5
Guideline #61: Violated High · Score: -17.0
Guideline #62: Violated High · Score: -22.6
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Site-Wide Layout

10 Guidelines · Score: 198.2 (+100%)

“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: Neutral · Score: 0.0
Guideline #68: Adhered High · Score: 17.0
Guideline #69: Issue Resolved · Score: 17.0
Guideline #70: Adhered High · Score: 17.0
Guideline #71: Adhered High · Score: 11.3
Guideline #72: Adhered High · Score: 11.3
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Cross-Navigation & -Selling

7 Guidelines · Score: 17.0 (-35%)

Guideline #73: Neutral · Score: 0.0
Guideline #74: Neutral · Score: 0.0
Guideline #75: Neutral · Score: 0.0
Guideline #76: Not Applicable · Score: 0.0
Guideline #77: Not Applicable · Score: 0.0
Guideline #78: Adhered High · Score: 17.0
Guideline #79: Not Applicable · Score: 0.0
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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 Sears adhered to 52 usability guidelines, violated 10, and scored neutral on 6 occasions, while a remaining 11 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 Sears ranks 4 when comparing their homepage and category UX performance against the 49 other major US e-commerce sites in the benchmark, and is the best performing site 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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