Benchmark Overview

Avon’s E-Commerce UX

This is a case study of Avon’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

Avon’s Cart & Checkout performance is broken. Some of Avon’s biggest checkout usability issues are due to mediocre Layout, broken Navigation, and broken Data Input.

Poor
Acceptable
Good

Cart & Checkout: 63 guidelines · Score: 43.3

Data Input: 15 guidelines · Score: -39.4

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Guideline #1 Adhered High · Score: 63.0

Guideline #2 Violated Low · Score: -23.6

Guideline #3 Violated Low · Score: -23.6

Guideline #4 Adhered High · Score: 47.3

Guideline #5 Violated Low · Score: -15.8

Guideline #6 Violated High · Score: -31.5

Guideline #7 Violated High · Score: -15.8

Guideline #8 Violated High · Score: -23.6

Guideline #9 Violated High · Score: -23.6

Guideline #10 Violated High · Score: -23.6

Guideline #11 Violated High · Score: -15.8

Guideline #12 Adhered High · Score: 15.8

Guideline #13 Not Applicable · Score: 0.0

Guideline #14 Issue Resolved · Score: 15.8

Guideline #15 Adhered High · Score: 15.8

Copywriting: 8 guidelines · Score: 98.5

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Guideline #16 Adhered Low · Score: 31.5

Guideline #17 Adhered High · Score: 47.3

Guideline #18 Issue Resolved · Score: 47.3

Guideline #19 Violated High · Score: -39.4

Guideline #20 Violated Low · Score: -19.7

Guideline #21 Adhered High · Score: 31.5

Guideline #22 Adhered High · Score: 15.8

Guideline #23 Violated High · Score: -15.8

Layout: 15 guidelines · Score: 86.7

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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 Violated High · Score: -39.4

Guideline #29 Neutral · Score: 0.0

Guideline #30 Issue Resolved · Score: 39.4

Guideline #31 Violated High · Score: -47.3

Guideline #32 Not Applicable · Score: 0.0

Guideline #33 Adhered High · Score: 23.6

Guideline #34 Adhered Low · Score: 11.8

Guideline #35 Not Applicable · Score: 0.0

Guideline #36 Adhered Low · Score: 7.9

Guideline #37 Violated High · Score: -15.8

Guideline #38 Adhered High · Score: 15.8

Guideline #39 Adhered Low · Score: 7.9

Navigation: 8 guidelines · Score: -63.0

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Guideline #40 Issue Resolved · Score: 47.3

Guideline #41 Neutral · Score: 0.0

Guideline #42 Violated High · Score: -47.3

Guideline #43 Violated High · Score: -39.4

Guideline #44 Adhered High · Score: 31.5

Guideline #45 Violated Low · Score: -15.8

Guideline #46 Violated High · Score: -23.6

Guideline #47 Violated High · Score: -15.8

Flow: 7 guidelines · Score: 51.2

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Guideline #48 Adhered High · Score: 55.2

Guideline #49 Neutral · Score: 0.0

Guideline #50 Violated Low · Score: -27.6

Guideline #51 Violated High · Score: -39.4

Guideline #52 Neutral · Score: 0.0

Guideline #53 Adhered High · Score: 31.5

Guideline #54 Issue Resolved · Score: 31.5

Focus: 10 guidelines · Score: -90.6

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Guideline #55 Violated High · Score: -63.0

Guideline #56 Violated High · Score: -63.0

Guideline #57 Violated Low · Score: -19.7

Guideline #58 Not Applicable · Score: 0.0

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 Violated High · Score: -15.8

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

4 pages of Avon’s e-commerce site, marked up with 27 best practice examples