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Costco’s Product Page UX

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

Notably, Costco's product page performance is hampered by mediocre Product Variations and poor User Reviews, although this is helped somewhat by state of the art Product Page Layout.

Rank: #29 of 60

Usability Score: 308

URL: costco.com

Reviewer: Edward Scott

Poor
Acceptable
Good

Overall Product Page UX Performance

98 Guidelines · Score: 308

Product Page Layout

8 Guidelines · Score: 58.8

“State of the Art” Performance
Guideline #1: Adhered High · Score: 17.9
Guideline #2: Not Applicable · Score: 0.0
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: Adhered High · Score: 12.8
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Product Images

9 Guidelines · Score: 56.2

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: Not Applicable · Score: 0.0
Guideline #14: Violated High · Score: -12.8
Guideline #15: Adhered High · Score: 12.8
Guideline #16: Not Applicable · Score: 0.0
Guideline #17: Violated High · Score: -12.8
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Image Gallery UI

10 Guidelines · Score: 61.3

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: 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: -12.8

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

11 Guidelines · Score: 17.9

Guideline #32: Adhered High · Score: 12.8
Guideline #33: Violated High · Score: -17.9
Guideline #34: Not Applicable · Score: 0.0
Guideline #35: Violated High · Score: -12.8
Guideline #36: Violated High · Score: -12.8
Guideline #37: Adhered High · Score: 12.8
Guideline #38: Issue Resolved · Score: 12.8
Guideline #39: Issue Resolved · Score: 12.8
Guideline #40: Adhered High · 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: 23.0

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

9 Guidelines · Score: 10.2

Guideline #50: Adhered High · Score: 17.9
Guideline #51: Adhered High · Score: 12.8
Guideline #52: Violated 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: Neutral · Score: 0.0
Guideline #57: Not Applicable · Score: 0.0
Guideline #58: Adhered High · Score: 5.1
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Product Descriptions

7 Guidelines · Score: 38.3

Guideline #59: Adhered High · Score: 17.9
Guideline #60: Violated High · Score: -17.9
Guideline #61: Adhered Low · Score: 6.4
Guideline #62: Adhered High · Score: 12.8
Guideline #63: Adhered High · Score: 12.8
Guideline #64: Adhered High · Score: 12.8
Guideline #65: Violated Low · Score: -6.4
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Specifications Sheet

5 Guidelines · Score: 12.8

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: Adhered High · Score: 7.7
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User Reviews

13 Guidelines · Score: 3.8

Guideline #71: Adhered High · Score: 17.9
Guideline #72: Violated High · Score: -17.9
Guideline #73: Adhered Low · Score: 10.2
Guideline #74: Adhered High · Score: 15.3
Guideline #75: Violated Low · Score: -6.4
Guideline #76: Violated High · Score: -12.8
Guideline #77: Violated High · Score: -12.8
Guideline #78: Violated High · Score: -12.8
Guideline #79: Violated High · Score: -12.8
Guideline #80: Adhered Low · Score: 6.4
Guideline #81: Adhered 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: Adhered High · Score: 17.9
Guideline #85: Adhered High · Score: 15.3
Guideline #86: Violated 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: 17.9

Guideline #89: Adhered High · Score: 12.8
Guideline #90: Violated High · Score: -17.9
Guideline #91: Neutral · Score: 0.0
Guideline #92: Adhered High · Score: 12.8
Guideline #93: Adhered High · Score: 12.8
Guideline #94: Violated High · Score: -12.8
Guideline #95: Neutral · Score: 0.0
Guideline #96: Issue Resolved · Score: 15.3
Guideline #97: Not Applicable · Score: 0.0
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 Costco adhered to 46 usability guidelines, violated 25, and scored neutral on 5 occasions, while a remaining 22 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 Costco ranks 29 when comparing their product page design and UX performance against the 59 other major e-commerce sites in the benchmark, and ranks 7 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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