Benchmark Overview

Amway’s E-Commerce UX

This is a case study of Amway’s e-commerce user experience (UX) performance. It’s based on a full-performance review of more than 550 design elements. 59 other sites have also been benchmarked for a complete picture of the e-commerce UX landscape

Amway’s Cart & Checkout performance is decent. For instance, Amway’s checkout has state of the art Flow and Focus yet suffers from poor Copywriting and broken Data Input.

Poor
Acceptable
Good

Cart & Checkout: 63 guidelines · Score: 670.1

Data Input: 15 guidelines · Score: -157.2

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Guideline #1 Violated High · Score: -59.9

Guideline #2 Violated Low · Score: -22.5

Guideline #3 Violated Low · Score: -22.5

Guideline #4 Adhered Low · Score: 22.5

Guideline #5 Violated High · Score: -29.9

Guideline #6 Violated High · Score: -29.9

Guideline #7 Violated High · Score: -15.0

Guideline #8 Issue Resolved · Score: 22.5

Guideline #9 Violated High · Score: -22.5

Guideline #10 Violated High · Score: -22.5

Guideline #11 Violated High · Score: -15.0

Guideline #12 Adhered High · Score: 15.0

Guideline #13 Not Applicable · Score: 0.0

Guideline #14 Issue Resolved · Score: 15.0

Guideline #15 Adhered Low · Score: 7.5

Copywriting: 8 guidelines · Score: 7.5

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Guideline #16 Violated Low · Score: -29.9

Guideline #17 Adhered High · Score: 44.9

Guideline #18 Adhered Low · Score: 22.5

Guideline #19 Adhered Low · Score: 18.7

Guideline #20 Violated Low · Score: -18.7

Guideline #21 Violated High · Score: -29.9

Guideline #22 Adhered High · Score: 15.0

Guideline #23 Violated High · Score: -15.0

Layout: 15 guidelines · Score: 142.2

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Guideline #24 Violated Low · Score: -26.2

Guideline #25 Adhered High · Score: 52.4

Guideline #26 Adhered High · Score: 52.4

Guideline #27 Adhered Low · Score: 18.7

Guideline #29 Neutral · Score: 0.0

Guideline #30 Adhered Low · Score: 18.7

Guideline #31 Violated Low · Score: -22.5

Guideline #32 Adhered Low · Score: 11.2

Guideline #33 Adhered High · Score: 22.5

Guideline #34 Adhered High · Score: 22.5

Guideline #35 Violated High · Score: -22.5

Guideline #36 Adhered High · Score: 15.0

Guideline #37 Violated Low · Score: -7.5

Guideline #38 Adhered High · Score: 15.0

Guideline #39 Violated Low · Score: -7.5

Navigation: 8 guidelines · Score: 179.7

‘State of the Art’

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Guideline #40 Violated High · Score: -44.9

Guideline #41 Adhered High · Score: 44.9

Guideline #42 Issue Resolved · Score: 44.9

Guideline #43 Adhered High · Score: 37.4

Guideline #44 Adhered High · Score: 29.9

Guideline #45 Adhered High · Score: 29.9

Guideline #46 Adhered High · Score: 22.5

Guideline #47 Adhered High · Score: 15.0

Flow: 7 guidelines · Score: 239.6

‘State of the Art’

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Guideline #48 Adhered High · Score: 52.4

Guideline #49 Adhered Low · Score: 26.2

Guideline #50 Issue Resolved · Score: 52.4

Guideline #51 Adhered Low · Score: 18.7

Guideline #52 Adhered High · Score: 29.9

Guideline #53 Adhered High · Score: 29.9

Guideline #54 Issue Resolved · Score: 29.9

Focus: 10 guidelines · Score: 258.3

‘State of the Art’

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Guideline #55 Adhered High · Score: 59.9

Guideline #56 Issue Resolved · Score: 59.9

Guideline #57 Violated Low · Score: -18.7

Guideline #58 Not Applicable · Score: 0.0

Guideline #59 Adhered High · Score: 37.4

Guideline #60 Issue Resolved · Score: 37.4

Guideline #61 Issue Resolved · Score: 37.4

Guideline #62 Issue Resolved · Score: 29.9

Guideline #63 Not Applicable · Score: 0.0

Guideline #64 Issue Resolved · Score: 15.0

All 60 sites were benchmarked across the 610 guidelines. During our evaluation, Amway’s e-commerce site adhered to 342 usability guidelines, violated 213, and scored neutral on 87 occasions, while a remaining 34 guidelines weren’t applicable.

See methodology to read up on the evaluation criteria and scoring algorithm.

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