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Kohl’s Product Page UX

This is a usability benchmark of the product page experience of Kohl's and 59 other sites. The overall performance of Kohl's is mediocre.

Some of Kohl's biggest product page usability issues are due to mediocre Product Page Layout, Auxiliary Content, and User Reviews. That said, their product page experience performs well within Product Descriptions.

Rank: #46 of 60

Usability Score: 187

URL: kohls.com

Reviewer: Jamie Appleseed

Poor
Acceptable
Good

Overall Product Page UX Performance

98 Guidelines · Score: 187

Product Page Layout

8 Guidelines · Score: 5.1

Guideline #1: Violated High · Score: -17.9
Guideline #2: Violated High · Score: -17.9
Guideline #3: Not Applicable · Score: 0.0
Guideline #4: Not Applicable · Score: 0.0
Guideline #5: Not Applicable · Score: 0.0
Guideline #6: Adhered High · Score: 15.3
Guideline #7: Adhered High · Score: 12.8
Guideline #8: Issue Resolved · Score: 12.8
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Product Images

9 Guidelines · Score: 33.2

Guideline #9: Adhered High · Score: 20.4
Guideline #10: Adhered High · Score: 17.9
Guideline #11: Violated High · Score: -17.9
Guideline #12: Violated High · Score: -12.8
Guideline #13: Not Applicable · Score: 0.0
Guideline #14: Issue Resolved · Score: 12.8
Guideline #15: Not Applicable · Score: 0.0
Guideline #16: Not Applicable · Score: 0.0
Guideline #17: Adhered High · Score: 12.8
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Image Gallery UI

10 Guidelines · Score: 42.2

Guideline #18: Adhered High · Score: 17.9
Guideline #19: Not Applicable · Score: 0.0
Guideline #20: Violated Low · Score: -8.9
Guideline #21: Adhered High · Score: 15.3
Guideline #22: Adhered High · Score: 12.8
Guideline #23: Violated Low · Score: -6.4
Guideline #24: Neutral · Score: 0.0
Guideline #25: Adhered Low · Score: 3.8
Guideline #26: Not Applicable · Score: 0.0
Guideline #27: Adhered High · Score: 7.7
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Product Video & 360-View

4 Guidelines · Score: 24.3

Guideline #28: Adhered Low · Score: 6.4
Guideline #29: Adhered High · Score: 12.8
Guideline #30: Adhered Low · Score: 5.1
Guideline #31: Not Applicable · Score: 0.0
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The 'Buy' Section

11 Guidelines · Score: -15.3

“Broken” Performance
Guideline #32: Neutral · Score: 0.0
Guideline #33: Not Applicable · Score: 0.0
Guideline #34: Adhered Low · Score: 8.9
Guideline #35: Violated High · Score: -12.8
Guideline #36: Violated High · Score: -12.8
Guideline #37: Adhered High · Score: 12.8
Guideline #38: Violated Low · Score: -6.4
Guideline #39: Violated High · Score: -12.8
Guideline #40: Issue Resolved · Score: 12.8
Guideline #41: Not Applicable · Score: 0.0
Guideline #42: Violated High · Score: -5.1
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Shipping, Returns, and Gifting

7 Guidelines · Score: -12.8

Guideline #43: Violated High · Score: -12.8
Guideline #44: Adhered High · Score: 12.8
Guideline #45: Neutral · Score: 0.0
Guideline #46: Violated High · Score: -12.8
Guideline #47: Adhered High · Score: 7.7
Guideline #48: Violated High · Score: -7.7
Guideline #49: Not Applicable · Score: 0.0
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Product Variations

9 Guidelines · Score: 42.2

Guideline #50: Adhered High · Score: 17.9
Guideline #51: Adhered High · Score: 12.8
Guideline #52: Adhered High · Score: 12.8
Guideline #53: Violated Low · Score: -6.4
Guideline #54: Not Applicable · Score: 0.0
Guideline #55: Not Applicable · Score: 0.0
Guideline #56: Adhered High · Score: 5.1
Guideline #57: Adhered High · Score: 5.1
Guideline #58: Violated High · Score: -5.1
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Product Descriptions

7 Guidelines · Score: 80.5

Guideline #59: Adhered High · Score: 17.9
Guideline #60: Adhered High · Score: 17.9
Guideline #61: Not Applicable · Score: 0.0
Guideline #62: Adhered High · Score: 12.8
Guideline #63: Adhered High · Score: 12.8
Guideline #64: Adhered High · Score: 12.8
Guideline #65: Adhered Low · Score: 6.4
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Specifications Sheet

5 Guidelines · Score: -30.7

“Broken” Performance
Guideline #66: Violated High · Score: -17.9
Guideline #67: Violated High · Score: -12.8
Guideline #68: Violated High · Score: -12.8
Guideline #69: Adhered High · Score: 12.8
Guideline #70: Not Applicable · Score: 0.0
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User Reviews

13 Guidelines · Score: 19.2

Guideline #71: Adhered High · Score: 17.9
Guideline #72: Violated High · Score: -17.9
Guideline #73: Violated High · Score: -20.4
Guideline #74: Not Applicable · Score: 0.0
Guideline #75: Violated High · Score: -12.8
Guideline #76: Adhered Low · Score: 6.4
Guideline #77: Violated Low · Score: -6.4
Guideline #78: Violated Low · Score: -6.4
Guideline #79: Adhered High · Score: 12.8
Guideline #80: Adhered High · Score: 12.8
Guideline #81: Adhered High · Score: 12.8
Guideline #82: Adhered High · Score: 7.7
Guideline #83: Adhered High · Score: 12.8
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Auxiliary Content

5 Guidelines · Score: 2.6

Guideline #84: Violated High · Score: -17.9
Guideline #85: Adhered Low · Score: 7.7
Guideline #86: Adhered High · Score: 12.8
Guideline #87: Not Applicable · Score: 0.0
Guideline #88: Not Applicable · Score: 0.0
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Cross-Sells & Cross-Navigation

10 Guidelines · Score: -3.8

“Broken” Performance
Guideline #89: Adhered Low · Score: 6.4
Guideline #90: Violated High · Score: -17.9
Guideline #91: Violated Low · Score: -6.4
Guideline #92: Adhered Low · Score: 6.4
Guideline #93: Adhered Low · Score: 6.4
Guideline #94: Violated High · Score: -12.8
Guideline #95: Violated Low · Score: -6.4
Guideline #96: Issue Resolved · Score: 15.3
Guideline #97: Not Applicable · Score: 0.0
Guideline #98: Adhered High · Score: 5.1
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All 60 sites were benchmarked across the 98 guidelines from the Product Page usability study. During our evaluation, the product page implementation at Kohl’s adhered to 46 usability guidelines, violated 29, and scored neutral on 3 occasions, while a remaining 20 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 46 when comparing their product page design and UX performance against the 59 other major e-commerce sites in the benchmark, and ranks 14 in the Mass Merchant industry.

Poor
Acceptable
Good

5. Sears

6. Etsy

7. Costco

8. Amazon

9. Tesco

10. Argos

11. Overstock

12. Macy's

13. Walmart

14. Kohl's

15. Target

16. Debenhams

17. Rakuten

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