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Target’s Product Page UX

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

Target's product page experience in particular suffers from usability issues caused by mediocre Image Gallery UI, poor Specifications Sheet, and poor Product Page Layout. That said, their product page experience performs well within Product Images.

Rank: #55 of 60

Usability Score: 143

URL: target.com

Reviewer: Edward Scott

Poor
Acceptable
Good

Overall Product Page UX Performance

98 Guidelines · Score: 143

Product Page Layout

8 Guidelines · Score: -14.1

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: Adhered Low · Score: 6.4
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Product Images

9 Guidelines · Score: 94.6

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

10 Guidelines · Score: 17.9

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

4 Guidelines · Score: 10.2

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

11 Guidelines · Score: -53.7

“Broken” Performance
Guideline #32: Violated High · Score: -12.8
Guideline #33: Violated High · Score: -17.9
Guideline #34: Violated High · 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: Issue Resolved · Score: 12.8
Guideline #40: Violated High · 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: 16.6

Guideline #43: Violated High · Score: -12.8
Guideline #44: Adhered High · Score: 12.8
Guideline #45: Adhered High · Score: 17.9
Guideline #46: Violated High · Score: -12.8
Guideline #47: Adhered Low · Score: 3.8
Guideline #48: Adhered High · Score: 7.7
Guideline #49: Not Applicable · Score: 0.0
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Product Variations

9 Guidelines · Score: 38.3

Guideline #50: Adhered High · Score: 17.9
Guideline #51: Adhered High · Score: 12.8
Guideline #52: Adhered High · Score: 12.8
Guideline #53: Violated High · Score: -12.8
Guideline #54: Not Applicable · Score: 0.0
Guideline #55: Not Applicable · Score: 0.0
Guideline #56: Adhered High · Score: 5.1
Guideline #57: Not Applicable · Score: 0.0
Guideline #58: Adhered Low · Score: 2.6
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Product Descriptions

7 Guidelines · Score: 67.7

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: Not Applicable · Score: 0.0
Guideline #64: Adhered High · Score: 12.8
Guideline #65: Adhered Low · Score: 6.4
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Specifications Sheet

5 Guidelines · Score: -2.6

Guideline #66: Adhered High · Score: 17.9
Guideline #67: Violated High · Score: -12.8
Guideline #68: Adhered High · Score: 12.8
Guideline #69: Violated High · Score: -12.8
Guideline #70: Violated High · Score: -7.7
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User Reviews

13 Guidelines · Score: -67.7

“Broken” Performance
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: Violated High · Score: -12.8
Guideline #77: Violated High · Score: -12.8
Guideline #78: Violated High · Score: -12.8
Guideline #79: Adhered High · Score: 12.8
Guideline #80: Violated High · Score: -12.8
Guideline #81: Violated High · Score: -12.8
Guideline #82: Adhered Low · Score: 3.8
Guideline #83: Adhered High · Score: 12.8
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Auxiliary Content

5 Guidelines · Score: 20.4

Guideline #84: Violated High · Score: -17.9
Guideline #85: Adhered High · Score: 15.3
Guideline #86: Adhered High · Score: 12.8
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: 15.3

“Broken” Performance
Guideline #89: Adhered High · Score: 12.8
Guideline #90: Violated Low · Score: -8.9
Guideline #91: Violated High · Score: -12.8
Guideline #92: Adhered High · Score: 12.8
Guideline #93: Adhered Low · Score: 6.4
Guideline #94: Violated High · Score: -12.8
Guideline #95: Neutral · Score: 0.0
Guideline #96: Adhered High · 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 Target adhered to 47 usability guidelines, violated 34, and scored neutral on 1 occasion, while a remaining 16 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 Target ranks 55 when comparing their product page design and UX performance against the 59 other major e-commerce sites in the benchmark, and ranks 15 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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