Benchmark Overview

Coastal Contacts’ E-Commerce UX

This is a case study of Coastal Contacts’ 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

Coastal Contacts’ Cart & Checkout performance is acceptable. Notably, Coastal Contacts’ checkout performance is hampered by broken Focus and Flow, although this is helped somewhat by state of the art Navigation and good Copywriting.

Poor
Acceptable
Good

Cart & Checkout: 63 guidelines · Score: 433.7

Data Input: 15 guidelines · Score: 7.7

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Guideline #1 Adhered High · Score: 62.0

Guideline #2 Violated Low · Score: -23.2

Guideline #3 Violated Low · Score: -23.2

Guideline #4 Adhered High · Score: 46.5

Guideline #5 Violated High · Score: -31.0

Guideline #6 Violated High · Score: -31.0

Guideline #7 Violated High · Score: -15.5

Guideline #8 Issue Resolved · Score: 23.2

Guideline #9 Violated High · Score: -23.2

Guideline #10 Issue Resolved · Score: 23.2

Guideline #11 Violated High · Score: -15.5

Guideline #12 Adhered High · Score: 15.5

Guideline #13 Not Applicable · Score: 0.0

Guideline #14 Issue Resolved · Score: 15.5

Guideline #15 Violated High · Score: -15.5

Copywriting: 8 guidelines · Score: 131.7

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Guideline #16 Adhered High · Score: 62.0

Guideline #17 Adhered High · Score: 46.5

Guideline #18 Issue Resolved · Score: 46.5

Guideline #19 Violated High · Score: -38.7

Guideline #20 Violated High · Score: -38.7

Guideline #21 Adhered High · Score: 31.0

Guideline #22 Adhered High · Score: 15.5

Guideline #23 Adhered Low · Score: 7.7

Layout: 15 guidelines · Score: 147.2

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Guideline #24 Violated High · Score: -54.2

Guideline #25 Adhered High · Score: 54.2

Guideline #26 Adhered Low · Score: 27.1

Guideline #27 Adhered High · Score: 38.7

Guideline #29 Not Applicable · Score: 0.0

Guideline #30 Issue Resolved · Score: 38.7

Guideline #31 Violated High · Score: -46.5

Guideline #32 Adhered Low · Score: 11.6

Guideline #33 Adhered High · Score: 23.2

Guideline #34 Adhered High · Score: 23.2

Guideline #35 Not Applicable · Score: 0.0

Guideline #36 Adhered Low · Score: 7.7

Guideline #37 Adhered High · Score: 15.5

Guideline #38 Violated Low · Score: -7.7

Guideline #39 Adhered High · Score: 15.5

Navigation: 8 guidelines · Score: 178.1

‘State of the Art’

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Guideline #40 Issue Resolved · Score: 46.5

Guideline #41 Adhered High · Score: 46.5

Guideline #42 Issue Resolved · Score: 46.5

Guideline #43 Adhered High · Score: 38.7

Guideline #44 Adhered High · Score: 31.0

Guideline #45 Violated Low · Score: -15.5

Guideline #46 Violated High · Score: -23.2

Guideline #47 Adhered Low · Score: 7.7

Flow: 7 guidelines · Score: -46.5

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Guideline #48 Adhered High · Score: 54.2

Guideline #49 Violated High · Score: -54.2

Guideline #50 Violated High · Score: -54.2

Guideline #51 Violated High · Score: -38.7

Guideline #52 Violated Low · Score: -15.5

Guideline #53 Adhered High · Score: 31.0

Guideline #54 Issue Resolved · Score: 31.0

Focus: 10 guidelines · Score: 15.5

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Guideline #55 Adhered High · Score: 62.0

Guideline #56 Violated High · Score: -62.0

Guideline #57 Violated High · Score: -38.7

Guideline #58 Not Applicable · Score: 0.0

Guideline #59 Violated High · Score: -38.7

Guideline #60 Issue Resolved · Score: 38.7

Guideline #61 Issue Resolved · Score: 38.7

Guideline #62 Adhered High · Score: 31.0

Guideline #63 Not Applicable · Score: 0.0

Guideline #64 Violated High · Score: -15.5

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

3 pages of Coastal Contacts’ e-commerce site, marked up with 29 best practice examples