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Sephora’s Product Page UX

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

Notably, Sephora's product page performance is hampered by mediocre Product Images and poor Specifications Sheet, although this is helped somewhat by state of the art Product Variations and decent Auxiliary Content.

Rank: #35 of 60

Usability Score: 280

URL: sephora.com

Reviewer: Lauryn Smith

Poor
Acceptable
Good

Overall Product Page UX Performance

98 Guidelines · Score: 280

Product Page Layout

8 Guidelines · Score: -7.7

Guideline #1: Not Applicable · Score: 0.0
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: Violated 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: 20.4

Guideline #9: Neutral · Score: 0.0
Guideline #10: Violated High · Score: -17.9
Guideline #11: Not Applicable · Score: 0.0
Guideline #12: Adhered 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: 78.0

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: Issue Resolved · Score: 12.8
Guideline #24: Adhered High · Score: 12.8
Guideline #25: Issue Resolved · Score: 7.7
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: 15.3

Guideline #28: Adhered High · Score: 12.8
Guideline #29: Adhered High · Score: 12.8
Guideline #30: Violated High · Score: -10.2
Guideline #31: Not Applicable · Score: 0.0
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The 'Buy' Section

11 Guidelines · Score: -15.3

“Broken” Performance
Guideline #32: Violated High · Score: -12.8
Guideline #33: Violated High · Score: -17.9
Guideline #34: Issue Resolved · Score: 17.9
Guideline #35: Violated High · Score: -12.8
Guideline #36: Violated High · Score: -12.8
Guideline #37: Adhered High · Score: 12.8
Guideline #38: Adhered High · Score: 12.8
Guideline #39: Violated High · Score: -12.8
Guideline #40: Issue Resolved · Score: 12.8
Guideline #41: Not Applicable · Score: 0.0
Guideline #42: Violated Low · Score: -2.6
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Shipping, Returns, and Gifting

7 Guidelines · Score: 11.5

Guideline #43: Adhered Low · Score: 6.4
Guideline #44: Not Applicable · Score: 0.0
Guideline #45: Adhered High · Score: 17.9
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: 71.6

“State of the Art” Performance
Guideline #50: Adhered High · Score: 17.9
Guideline #51: Issue Resolved · Score: 12.8
Guideline #52: Adhered High · Score: 12.8
Guideline #53: Issue Resolved · Score: 12.8
Guideline #54: Not Applicable · Score: 0.0
Guideline #55: Not Applicable · Score: 0.0
Guideline #56: Issue Resolved · Score: 5.1
Guideline #57: Adhered High · Score: 5.1
Guideline #58: Issue Resolved · Score: 5.1
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Product Descriptions

7 Guidelines · Score: 65.2

Guideline #59: Adhered High · Score: 17.9
Guideline #60: Adhered Low · Score: 8.9
Guideline #61: Not Applicable · Score: 0.0
Guideline #62: Adhered Low · Score: 6.4
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: 0.0

Guideline #66: Not Applicable · Score: 0.0
Guideline #67: Not Applicable · Score: 0.0
Guideline #68: Not Applicable · Score: 0.0
Guideline #69: Not Applicable · Score: 0.0
Guideline #70: Not Applicable · Score: 0.0
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User Reviews

13 Guidelines · Score: -33.2

“Broken” Performance
Guideline #71: Adhered High · Score: 17.9
Guideline #72: Violated High · Score: -17.9
Guideline #73: Adhered Low · Score: 10.2
Guideline #74: Violated High · Score: -15.3
Guideline #75: Violated High · Score: -12.8
Guideline #76: Violated Low · Score: -6.4
Guideline #77: Violated Low · Score: -6.4
Guideline #78: Violated High · Score: -12.8
Guideline #79: Adhered High · Score: 12.8
Guideline #80: Violated High · Score: -12.8
Guideline #81: Violated Low · Score: -6.4
Guideline #82: Adhered Low · Score: 3.8
Guideline #83: Adhered High · Score: 12.8
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Auxiliary Content

5 Guidelines · Score: 31.9

Guideline #84: Not Applicable · Score: 0.0
Guideline #85: Adhered High · Score: 15.3
Guideline #86: Adhered Low · Score: 6.4
Guideline #87: Not Applicable · Score: 0.0
Guideline #88: Adhered High · Score: 10.2
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Cross-Sells & Cross-Navigation

10 Guidelines · Score: 42.2

Guideline #89: Adhered High · Score: 12.8
Guideline #90: Adhered High · Score: 17.9
Guideline #91: Adhered Low · Score: 6.4
Guideline #92: Violated Low · Score: -6.4
Guideline #93: Adhered Low · Score: 6.4
Guideline #94: Violated High · Score: -12.8
Guideline #95: Neutral · Score: 0.0
Guideline #96: Issue Resolved · Score: 15.3
Guideline #97: Adhered High · Score: 7.7
Guideline #98: Violated 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 Sephora adhered to 48 usability guidelines, violated 24, and scored neutral on 2 occasions, while a remaining 24 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 Sephora ranks 35 when comparing their product page design and UX performance against the 59 other major e-commerce sites in the benchmark, and ranks 2 in the Health & Beauty industry.

Poor
Acceptable
Good

2. Sephora

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