Benchmark Overview

Ancestry.com’s E-Commerce UX

This is a case study of Ancestry.com’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

Ancestry.com’s Cart & Checkout performance is acceptable. For instance, Ancestry.com’s checkout has state of the art Navigation and Layout yet suffers from poor Flow and broken Focus.

Poor
Acceptable
Good

Cart & Checkout: 63 guidelines · Score: 555.6

Data Input: 15 guidelines · Score: 157.6

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Guideline #1 Adhered High · Score: 63.0

Guideline #2 Adhered High · Score: 47.3

Guideline #3 Violated Low · Score: -23.6

Guideline #4 Adhered Low · Score: 23.6

Guideline #5 Adhered High · Score: 31.5

Guideline #6 Violated High · Score: -31.5

Guideline #7 Violated High · Score: -15.8

Guideline #8 Issue Resolved · Score: 23.6

Guideline #9 Violated High · Score: -23.6

Guideline #10 Issue Resolved · Score: 23.6

Guideline #11 Violated Low · Score: -7.9

Guideline #12 Adhered High · Score: 15.8

Guideline #13 Not Applicable · Score: 0.0

Guideline #14 Adhered High · Score: 15.8

Guideline #15 Adhered High · Score: 15.8

Copywriting: 8 guidelines · Score: 47.3

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Guideline #16 Violated High · Score: -63.0

Guideline #17 Adhered High · Score: 47.3

Guideline #18 Issue Resolved · Score: 47.3

Guideline #19 Adhered High · Score: 39.4

Guideline #20 Violated High · Score: -39.4

Guideline #21 Adhered High · Score: 31.5

Guideline #22 Not Applicable · Score: 0.0

Guideline #23 Violated High · Score: -15.8

Layout: 15 guidelines · Score: 228.5

‘State of the Art’

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Guideline #24 Adhered Low · Score: 27.6

Guideline #25 Not Applicable · Score: 0.0

Guideline #26 Adhered High · Score: 55.2

Guideline #27 Adhered High · Score: 39.4

Guideline #29 Not Applicable · Score: 0.0

Guideline #30 Issue Resolved · Score: 39.4

Guideline #31 Violated High · Score: -47.3

Guideline #32 Adhered Low · Score: 11.8

Guideline #33 Adhered High · Score: 23.6

Guideline #34 Adhered High · Score: 23.6

Guideline #35 Not Applicable · Score: 0.0

Guideline #36 Adhered High · Score: 15.8

Guideline #37 Adhered High · Score: 15.8

Guideline #38 Adhered High · Score: 15.8

Guideline #39 Adhered Low · Score: 7.9

Navigation: 8 guidelines · Score: 173.4

‘State of the Art’

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Guideline #40 Issue Resolved · Score: 47.3

Guideline #41 Adhered High · Score: 47.3

Guideline #42 Issue Resolved · Score: 47.3

Guideline #43 Not Applicable · Score: 0.0

Guideline #44 Violated High · Score: -31.5

Guideline #45 Adhered High · Score: 31.5

Guideline #46 Adhered High · Score: 23.6

Guideline #47 Adhered Low · Score: 7.9

Flow: 7 guidelines · Score: 7.9

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Guideline #48 Adhered High · Score: 55.2

Guideline #49 Not Applicable · Score: 0.0

Guideline #50 Violated High · Score: -55.2

Guideline #51 Adhered High · Score: 39.4

Guideline #52 Not Applicable · Score: 0.0

Guideline #53 Not Applicable · Score: 0.0

Guideline #54 Violated High · Score: -31.5

Focus: 10 guidelines · Score: -59.1

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Guideline #55 Violated High · Score: -63.0

Guideline #56 Violated High · Score: -63.0

Guideline #57 Violated High · Score: -39.4

Guideline #58 Adhered Low · Score: 19.7

Guideline #59 Violated High · Score: -39.4

Guideline #60 Issue Resolved · Score: 39.4

Guideline #61 Issue Resolved · Score: 39.4

Guideline #62 Issue Resolved · Score: 31.5

Guideline #63 Not Applicable · Score: 0.0

Guideline #64 Issue Resolved · Score: 15.8

All 60 sites were benchmarked across the 610 guidelines. During our evaluation, Ancestry.com’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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Ancestry.com’s Desktop E-Commerce Design

3 pages of Ancestry.com’s e-commerce site, marked up with 19 best practice examples