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Kohl’s Homepage & Category UX

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

We also benchmarked Kohl's in 2013. Since then, their overall UX performance is up by 65%.

Rank: #5 of 50

Usability Score: 1,280

URL: kohls.com

Reviewed by: Karolina Budrikiene

Poor
Acceptable
Good

Overall Homepage & Category UX

79 Guidelines · Score: 1,280 (+65% since 2013)

Current Performance - “State of the Art”
2013 Performance

Homepage

13 Guidelines · Score: 155.7 (+33%)

“State of the Art” Performance
Guideline #1: Adhered High · Score: 39.6
Guideline #2: Violated Low · Score: -14.2
Guideline #3: Issue Resolved · Score: 28.3
Guideline #4: Adhered High · Score: 28.3
Guideline #5: Adhered Low · Score: 8.5
Guideline #6: Adhered High · Score: 28.3
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: Not Applicable · Score: 0.0
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Category Taxonomy

13 Guidelines · Score: 277.4 (+62%)

“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: Violated High · Score: -39.6
Guideline #19: Adhered High · Score: 34.0
Guideline #20: Issue Resolved · Score: 45.3
Guideline #21: Adhered High · Score: 28.3
Guideline #22: Violated Low · Score: -14.2
Guideline #23: Adhered High · Score: 28.3
Guideline #24: Adhered Low · Score: 14.2
Guideline #25: Adhered High · Score: 22.6
Guideline #26: Adhered High · Score: 22.6
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Main Navigation

16 Guidelines · Score: 308.6 (+101%)

“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 Low · Score: 14.2
Guideline #31: Violated Low · Score: -17.0
Guideline #32: Not Applicable · Score: 0.0
Guideline #33: Issue Resolved · Score: 34.0
Guideline #34: Adhered High · Score: 28.3
Guideline #35: Not Applicable · Score: 0.0
Guideline #36: Issue Resolved · Score: 28.3
Guideline #37: Issue Resolved · 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: Issue Resolved · Score: 17.0
Guideline #42: Violated High · Score: -11.3
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Intermediary Category Pages

7 Guidelines · Score: 121.7 (+11%)

“State of the Art” Performance
Guideline #43: Adhered High · Score: 45.3
Guideline #44: Violated Low · Score: -19.8
Guideline #45: Adhered High · Score: 39.6
Guideline #46: Issue Resolved · Score: 28.3
Guideline #47: Adhered High · Score: 28.3
Guideline #48: Not Applicable · Score: 0.0
Guideline #49: Not Applicable · Score: 0.0
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Product Lists

13 Guidelines · Score: 257.6 (+128%)

“State of the Art” Performance
Guideline #50: Adhered High · Score: 45.3
Guideline #51: Adhered Low · Score: 22.6
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: Not Applicable · Score: 0.0
Guideline #59: Adhered High · Score: 28.3
Guideline #60: Issue Resolved · Score: 17.0
Guideline #61: Violated High · Score: -17.0
Guideline #62: Adhered High · Score: 22.6
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Site-Wide Layout

10 Guidelines · Score: 155.7 (+43%)

“State of the Art” Performance
Guideline #63: Violated Low · Score: -14.2
Guideline #64: Issue Resolved · Score: 45.3
Guideline #65: Adhered High · Score: 28.3
Guideline #66: Adhered High · Score: 22.6
Guideline #67: Adhered Low · Score: 11.3
Guideline #68: Adhered High · Score: 17.0
Guideline #69: Issue Resolved · Score: 17.0
Guideline #70: Adhered High · Score: 17.0
Guideline #71: Neutral · Score: 0.0
Guideline #72: Adhered High · Score: 11.3
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Cross-Navigation & -Selling

7 Guidelines · Score: 2.8 (+16%)

Guideline #73: Violated Low · Score: -14.2
Guideline #74: Neutral · Score: 0.0
Guideline #75: Violated High · Score: -28.3
Guideline #76: Issue Resolved · Score: 28.3
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 Kohl's adhered to 53 usability guidelines, violated 12, and scored neutral on 3 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 Kohl's ranks 5 when comparing their homepage and category UX performance against the 99 other major US e-commerce sites in the benchmark, and ranks 2 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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