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Vitacost’s Mobile E-Commerce UX

This is a usability benchmark of the mobile site user experience of Vitacost and 49 other sites. The overall performance of Vitacost is mediocre. Some of Vitacost's biggest mobile usability issues are due to broken Total Cost, Field Descriptions, and Search. That said, their mobile design performs great within Redundancy & Simplicity.

Rank: #22 of 50

Usability Score: 403

URL: m.vitacost.com

Reviewed by: Baymard Institute

Poor
Acceptable
Good

Overall Mobile UX Performance

146 Guidelines · Score: 403

Navigation & Product Browsing

4 Guidelines · Score: 97.2

“State of the Art” Performance
Guideline #29: Adhered High · Score: 28.8
Guideline #30: Adhered High · Score: 28.8
Guideline #31: Adhered High · Score: 21.6
Guideline #32: Adhered High · Score: 18.0
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Search

5 Guidelines · Score: -75.6

“Broken” Performance
Guideline #33: Violated High · Score: -25.2
Guideline #34: Violated High · Score: -28.8
Guideline #35: Adhered Low · Score: 12.6
Guideline #36: Violated Low · Score: -12.6
Guideline #37: Violated High · Score: -21.6
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Product List

12 Guidelines · Score: 1.8

“Broken” Performance
Guideline #38: Adhered High · Score: 28.8
Guideline #39: Violated Low · Score: -12.6
Guideline #40: Violated Low · Score: -10.8
Guideline #41: Violated High · Score: -18.0
Guideline #42: Adhered High · Score: 18.0
Guideline #43: Adhered High · Score: 21.6
Guideline #44: Neutral · Score: 0.0
Guideline #45: Violated High · Score: -18.0
Guideline #46: Not Applicable · Score: 0.0
Guideline #47: Not Applicable · Score: 0.0
Guideline #48: Violated High · Score: -14.4
Guideline #49: Adhered High · Score: 7.2
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Filtering & Sorting

9 Guidelines · Score: 70.2

“State of the Art” Performance
Guideline #50: Adhered High · Score: 25.2
Guideline #51: Adhered High · Score: 25.2
Guideline #52: Adhered High · Score: 18.0
Guideline #53: Violated Low · Score: -9.0
Guideline #54: Violated High · Score: -18.0
Guideline #55: Adhered High · Score: 18.0
Guideline #56: Adhered High · Score: 14.4
Guideline #57: Violated High · Score: -14.4
Guideline #58: Adhered High · Score: 10.8
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Cross Navigation & Compatibility

5 Guidelines · Score: 25.2

Guideline #59: Not Applicable · Score: 0.0
Guideline #60: Not Applicable · Score: 0.0
Guideline #61: Not Applicable · Score: 0.0
Guideline #62: Adhered High · Score: 14.4
Guideline #63: Adhered High · Score: 10.8
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Product Page Layout

6 Guidelines · Score: 73.8

“State of the Art” Performance
Guideline #64: Adhered High · Score: 25.2
Guideline #65: Adhered High · Score: 21.6
Guideline #66: Adhered Low · Score: 9.0
Guideline #67: Violated High · Score: -18.0
Guideline #68: Issue Resolved · Score: 18.0
Guideline #69: Adhered High · Score: 18.0
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Product Images

5 Guidelines · Score: 46.8

Guideline #70: Adhered High · Score: 28.8
Guideline #71: Violated High · Score: -25.2
Guideline #72: Adhered High · Score: 25.2
Guideline #73: Issue Resolved · Score: 14.4
Guideline #74: Adhered Low · Score: 3.6
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Product Descriptions & Specs

3 Guidelines · Score: 43.2

“State of the Art” Performance
Guideline #75: Adhered High · Score: 25.2
Guideline #76: Adhered High · Score: 18.0
Guideline #77: Not Applicable · Score: 0.0
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Cart

2 Guidelines · Score: -1.8

“Broken” Performance
Guideline #81: Adhered Low · Score: 9.0
Guideline #82: Violated High · Score: -10.8
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Total Cost

6 Guidelines · Score: -75.6

“Broken” Performance
Guideline #83: Violated High · Score: -28.8
Guideline #84: Not Applicable · Score: 0.0
Guideline #85: Neutral · Score: 0.0
Guideline #86: Violated High · Score: -18.0
Guideline #87: Violated High · Score: -18.0
Guideline #88: Violated High · Score: -10.8
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Shipping

3 Guidelines · Score: 25.2

Guideline #89: Adhered High · Score: 25.2
Guideline #90: Not Applicable · Score: 0.0
Guideline #91: Not Applicable · Score: 0.0
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Account

3 Guidelines · Score: 12.6

Guideline #92: Adhered High · Score: 25.2
Guideline #93: Violated Low · Score: -12.6
Guideline #94: Not Applicable · Score: 0.0
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Editing & Verifying Inputs

7 Guidelines · Score: 99.0

Guideline #95: Adhered High · Score: 25.2
Guideline #96: Adhered High · Score: 25.2
Guideline #97: Adhered High · Score: 21.6
Guideline #98: Not Applicable · Score: 0.0
Guideline #99: Adhered Low · Score: 9.0
Guideline #100: Adhered High · Score: 18.0
Guideline #101: Not Applicable · Score: 0.0
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Redundancy & Simplicity

5 Guidelines · Score: 72.0

“State of the Art” Performance
Guideline #102: Adhered High · Score: 21.6
Guideline #103: Adhered High · Score: 18.0
Guideline #104: Adhered High · Score: 18.0
Guideline #105: Adhered High · Score: 7.2
Guideline #106: Adhered High · Score: 7.2
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Form Layout

5 Guidelines · Score: 23.4

Guideline #107: Not Applicable · Score: 0.0
Guideline #108: Adhered Low · Score: 9.0
Guideline #109: Not Applicable · Score: 0.0
Guideline #110: Adhered High · Score: 7.2
Guideline #111: Adhered High · Score: 7.2
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Input Functionality

5 Guidelines · Score: 0.0

Guideline #112: Not Applicable · Score: 0.0
Guideline #113: Adhered High · Score: 10.8
Guideline #114: Not Applicable · Score: 0.0
Guideline #115: Violated High · Score: -10.8
Guideline #116: Not Applicable · Score: 0.0
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Field Descriptions

10 Guidelines · Score: -48.6

“Broken” Performance
Guideline #117: Violated Low · Score: -14.4
Guideline #118: Violated High · Score: -28.8
Guideline #119: Violated High · Score: -25.2
Guideline #120: Adhered Low · Score: 10.8
Guideline #121: Violated Low · Score: -10.8
Guideline #122: Adhered High · Score: 18.0
Guideline #123: Violated High · Score: -14.4
Guideline #124: Violated Low · Score: -5.4
Guideline #125: Adhered High · Score: 14.4
Guideline #126: Adhered High · Score: 7.2
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Touch Keyboards

5 Guidelines · Score: 61.2

“State of the Art” Performance
Guideline #127: Adhered Low · Score: 10.8
Guideline #128: Adhered High · Score: 21.6
Guideline #129: Adhered High · Score: 14.4
Guideline #130: Adhered High · Score: 7.2
Guideline #131: Adhered High · Score: 7.2
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Error Messages

5 Guidelines · Score: -46.8

“Broken” Performance
Guideline #132: Violated High · Score: -28.8
Guideline #133: Violated High · Score: -21.6
Guideline #134: Adhered High · Score: 18.0
Guideline #135: Violated High · Score: -14.4
Guideline #136: Not Applicable · Score: 0.0
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All 50 sites were benchmarked across the 146 guidelines from the Mobile E-Commerce usability study. During our evaluation, the mobile experience of Vitacost adhered to 55 usability guidelines, violated 30, and scored neutral on 2 occasions, while a remaining 59 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 Vitacost ranks 22 when comparing the user experience of their mobile site against that of the 49 other major US e-commerce mobile sites in the benchmark, and ranks 2 in the Health & Beauty industry.

Poor
Acceptable
Good

1. Sephora

2. Vitacost

4. Diapers

“Broken” Performance

1 More UX Case Study of Vitacost

We have also evaluated the usability of Vitacost in this other study:

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