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Sephora’s Homepage & Category UX

This is a usability benchmark of the homepage and category experience of Sephora and 49 other sites. The overall performance of Sephora is decent.

For instance, Sephora's category experience has state of the art Main Navigation and Homepage yet suffers from mediocre Product Lists and poor Cross-Navigation & -Selling.

Rank: #45 of 50

Usability Score: 702

URL: sephora.com

Reviewer: Lauryn Smith

Poor
Acceptable
Good

Overall Homepage & Category UX

79 Guidelines · Score: 702

Homepage

13 Guidelines · Score: 189.7

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

13 Guidelines · Score: 113.2

Guideline #14: Violated Low · Score: -19.8
Guideline #15: Adhered High · Score: 28.3
Guideline #16: Violated High · Score: -39.6
Guideline #17: Adhered High · Score: 28.3
Guideline #18: Not Applicable · Score: 0.0
Guideline #19: Not Applicable · Score: 0.0
Guideline #20: Adhered High · 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: Adhered High · Score: 22.6
Guideline #26: Violated High · Score: -22.6
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Main Navigation

16 Guidelines · Score: 274.6

“State of the Art” Performance
Guideline #27: Adhered High · Score: 39.6
Guideline #28: Adhered High · Score: 45.3
Guideline #29: Adhered Low · Score: 19.8
Guideline #30: Violated Low · Score: -14.2
Guideline #31: Violated Low · Score: -17.0
Guideline #32: Adhered High · Score: 34.0
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: Violated Low · Score: -8.5
Guideline #42: Violated Low · Score: -5.7
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Intermediary Category Pages

7 Guidelines · Score: -56.6

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

13 Guidelines · Score: 53.8

Guideline #50: Violated Low · Score: -22.6
Guideline #51: Adhered High · Score: 45.3
Guideline #52: Adhered High · Score: 39.6
Guideline #53: Adhered Low · Score: 22.6
Guideline #54: Violated Low · Score: -22.6
Guideline #55: Adhered High · Score: 45.3
Guideline #56: Violated Low · Score: -11.3
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: 138.7

“State of the Art” Performance
Guideline #63: Adhered Low · Score: 14.2
Guideline #64: Issue Resolved · Score: 45.3
Guideline #65: Violated High · Score: -28.3
Guideline #66: Adhered Low · Score: 11.3
Guideline #67: Adhered High · Score: 22.6
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: -11.3

Guideline #73: Neutral · Score: 0.0
Guideline #74: Adhered High · Score: 28.3
Guideline #75: Violated High · Score: -28.3
Guideline #76: Violated High · Score: -28.3
Guideline #77: Violated Low · Score: -11.3
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 Sephora adhered to 45 usability guidelines, violated 21, and scored neutral on 5 occasions, while a remaining 8 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 Sephora ranks 45 when comparing their homepage and category UX performance against the 49 other major US e-commerce sites in the benchmark, and ranks 11 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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