Benchmark Overview

Green Mountain Coffee’s E-Commerce UX

This is a case study of Green Mountain Coffee’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

Green Mountain Coffee’s Cart & Checkout performance is acceptable. Notably, Green Mountain Coffee’s checkout performance is hampered by poor Layout and Copywriting, although this is helped somewhat by state of the art Navigation and Flow.

Poor
Acceptable
Good

Cart & Checkout: 63 guidelines · Score: 464.4

Data Input: 15 guidelines · Score: 15.2

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Guideline #1 Adhered High · Score: 60.9

Guideline #2 Violated Low · Score: -22.8

Guideline #3 Violated Low · Score: -22.8

Guideline #4 Adhered High · Score: 45.7

Guideline #5 Violated High · Score: -30.5

Guideline #6 Violated High · Score: -30.5

Guideline #7 Violated High · Score: -15.2

Guideline #8 Issue Resolved · Score: 22.8

Guideline #9 Violated High · Score: -22.8

Guideline #10 Issue Resolved · Score: 22.8

Guideline #11 Violated High · Score: -15.2

Guideline #12 Adhered High · Score: 15.2

Guideline #13 Not Applicable · Score: 0.0

Guideline #14 Adhered High · Score: 15.2

Guideline #15 Violated Low · Score: -7.6

Copywriting: 8 guidelines · Score: 0.0

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Guideline #16 Violated High · Score: -60.9

Guideline #17 Adhered High · Score: 45.7

Guideline #18 Issue Resolved · Score: 45.7

Guideline #19 Violated High · Score: -38.1

Guideline #20 Adhered High · Score: 38.1

Guideline #21 Violated High · Score: -30.5

Guideline #22 Adhered High · Score: 15.2

Guideline #23 Violated High · Score: -15.2

Layout: 15 guidelines · Score: 57.1

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Guideline #24 Adhered Low · Score: 26.6

Guideline #25 Adhered Low · Score: 26.6

Guideline #26 Neutral · Score: 0.0

Guideline #27 Adhered High · Score: 38.1

Guideline #29 Neutral · Score: 0.0

Guideline #30 Adhered High · Score: 38.1

Guideline #31 Violated High · Score: -45.7

Guideline #32 Adhered Low · Score: 11.4

Guideline #33 Violated Low · Score: -11.4

Guideline #34 Violated Low · Score: -11.4

Guideline #35 Violated High · Score: -22.8

Guideline #36 Violated Low · Score: -7.6

Guideline #37 Violated Low · Score: -7.6

Guideline #38 Adhered High · Score: 15.2

Guideline #39 Adhered Low · Score: 7.6

Navigation: 8 guidelines · Score: 213.2

‘State of the Art’

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Guideline #40 Issue Resolved · Score: 45.7

Guideline #41 Adhered High · Score: 45.7

Guideline #42 Adhered High · Score: 45.7

Guideline #43 Adhered High · Score: 38.1

Guideline #44 Neutral · Score: 0.0

Guideline #45 Adhered High · Score: 30.5

Guideline #46 Not Applicable · Score: 0.0

Guideline #47 Adhered Low · Score: 7.6

Flow: 7 guidelines · Score: 163.7

‘State of the Art’

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Guideline #48 Adhered High · Score: 53.3

Guideline #49 Adhered High · Score: 53.3

Guideline #50 Violated High · Score: -53.3

Guideline #51 Adhered Low · Score: 19.0

Guideline #52 Adhered High · Score: 30.5

Guideline #53 Adhered High · Score: 30.5

Guideline #54 Adhered High · Score: 30.5

Focus: 10 guidelines · Score: 15.2

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Guideline #55 Adhered High · Score: 60.9

Guideline #56 Violated High · Score: -60.9

Guideline #57 Violated High · Score: -38.1

Guideline #58 Not Applicable · Score: 0.0

Guideline #59 Violated High · Score: -38.1

Guideline #60 Issue Resolved · Score: 38.1

Guideline #61 Issue Resolved · Score: 38.1

Guideline #62 Adhered High · Score: 30.5

Guideline #63 Not Applicable · Score: 0.0

Guideline #64 Violated High · Score: -15.2

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

5 pages of Green Mountain Coffee’s e-commerce site, marked up with 33 best practice examples