Benchmark Overview

Kohl’s E-Commerce UX

This is a case study of Kohl’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

Kohl’s overall e-commerce UX performance is mediocre. Their UX is especially thwarted by usability issues related to poor Product Page, mediocre On-Site Search, and mediocre Cart & Checkout performances.

Kohl’s Homepage & Category performance is acceptable. Notably, Kohl’s category performance is hampered by mediocre Main Navigation and poor Homepage, although this is helped somewhat by decent Intermediary Category Pages.

Kohl’s On-Site Search performance is mediocre. Kohl’s search experience in particular suffers from usability issues caused by mediocre Results Logic & Guidance and broken Results Layout & Filtering.

Kohl’s Product Lists & Filtering performance is mediocre. Notably, Kohl’s product list performance is hampered by mediocre Loading Products and Filtering: Scope & Logic, although this is helped somewhat by good List Layout and Comparison Tool.

Kohl’s Product Page performance is poor. Some of Kohl’s biggest product page usability issues are due to poor Shipping, Returns, and Gifting, poor The ‘Buy’ Section, and broken Cross-Sells & Cross-Navigation. That said, their product page experience performs well within Product Descriptions.

Kohl’s Cart & Checkout performance is mediocre. Kohl’s checkout in particular suffers from usability issues caused by poor Shopping Cart & “Added to Cart” Behavior, Shipping & Store Pickup, and Validation Errors & Data Persistence. That said, their checkout performs great within Cross-Sells.

Kohl’s Mobile E-Commerce performance is mediocre. Notably, Kohl’s mobile performance is hampered by mediocre Mobile Shopping Cart, Cost & Account and poor Mobile Validation Errors, although this is helped somewhat by state of the art Touch Keyboards and good Mobile Product Page Layouts.

Rank: 51 of 60

Usability Score: 328

URL: kohls.com


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Poor
Acceptable
Good

Kohl's E-Commerce UX: 577 guidelines · Comparative score: 327.8

Homepage & Category: 61 guidelines · Score: 621.5

Homepage: 15 guidelines · Score: 49.8

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Guideline #237 Adhered Low · Score: 16.6

Guideline #240 Violated Low · Score: -11.9

Guideline #242 Violated Low · Score: -11.9

Guideline #248 Violated Low · Score: -11.9

Guideline #235 Adhered High · Score: 14.2

Guideline #238 Neutral · Score: 0.0

Guideline #236 Not Applicable · Score: 0.0

Guideline #246 Not Applicable · Score: 0.0

Guideline #249 Adhered High · Score: 14.2

Guideline #245 Issue Resolved · Score: 23.7

Guideline #241 Adhered Low · Score: 7.1

Guideline #247 Not Applicable · Score: 0.0

Guideline #239 Not Applicable · Score: 0.0

Guideline #264 Violated Low · Score: -4.7

Guideline #257 Adhered High · Score: 14.2

Category Taxonomy: 14 guidelines · Score: 204.0

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Guideline #253 Violated High · Score: -33.2

Guideline #261 Adhered High · Score: 23.7

Guideline #263 Adhered High · Score: 33.2

Guideline #266 Adhered High · Score: 23.7

Guideline #267 Violated High · Score: -33.2

Guideline #268 Adhered High · Score: 28.5

Guideline #259 Issue Resolved · Score: 38.0

Guideline #282 Adhered High · Score: 23.7

Guideline #286 Adhered High · Score: 23.7

Guideline #274 Adhered High · Score: 23.7

Guideline #251 Not Applicable · Score: 0.0

Guideline #278 Adhered High · Score: 19.0

Guideline #277 Issue Resolved · Score: 19.0

Guideline #318 Issue Resolved · Score: 14.2

Main Navigation: 16 guidelines · Score: 161.3

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Guideline #287 Violated High · Score: -33.2

Guideline #294 Adhered High · Score: 38.0

Guideline #302 Violated Low · Score: -16.6

Guideline #289 Adhered Low · Score: 11.9

Guideline #288 Violated Low · Score: -14.2

Guideline #303 Adhered High · Score: 28.5

Guideline #298 Issue Resolved · Score: 28.5

Guideline #291 Adhered High · Score: 23.7

Guideline #297 Violated High · Score: -19.0

Guideline #256 Issue Resolved · Score: 23.7

Guideline #304 Issue Resolved · Score: 23.7

Guideline #305 Adhered High · Score: 19.0

Guideline #296 Issue Resolved · Score: 19.0

Guideline #299 Adhered High · Score: 14.2

Guideline #306 Issue Resolved · Score: 14.2

Guideline #300 Not Applicable · Score: 0.0

Intermediary Category Pages: 6 guidelines · Score: 94.9

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Guideline #307 Adhered High · Score: 38.0

Guideline #309 Adhered High · Score: 33.2

Guideline #308 Adhered High · Score: 23.7

Guideline #311 Adhered High · Score: 23.7

Guideline #312 Violated High · Score: -23.7

Guideline #310 Not Applicable · Score: 0.0

Site-Wide Layout: 10 guidelines · Score: 111.5

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Guideline #279 Violated Low · Score: -11.9

Guideline #258 Issue Resolved · Score: 38.0

Guideline #252 Adhered High · Score: 23.7

Guideline #250 Adhered High · Score: 19.0

Guideline #293 Violated Low · Score: -9.5

Guideline #290 Issue Resolved · Score: 14.2

Guideline #284 Issue Resolved · Score: 14.2

Guideline #260 Adhered High · Score: 14.2

Guideline #255 Adhered High · Score: 9.5

Guideline #273 Not Applicable · Score: 0.0

On-Site Search: 49 guidelines · Score: 198.1

Search Query Types: 12 guidelines · Score: 63.8

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Guideline #333 Adhered High · Score: 53.7

Guideline #334 Neutral · Score: 0.0

Guideline #340 Adhered Low · Score: 16.8

Guideline #335 Adhered High · Score: 33.6

Guideline #337 Not Applicable · Score: 0.0

Guideline #341 Adhered Low · Score: 23.5

Guideline #344 Violated Low · Score: -23.5

Guideline #399 Violated High · Score: -33.6

Guideline #338 Violated High · Score: -33.6

Guideline #347 Not Applicable · Score: 0.0

Guideline #342 Adhered High · Score: 26.9

Guideline #398 Not Applicable · Score: 0.0

Search Form & Logic: 10 guidelines · Score: 134.3

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Guideline #336 Not Applicable · Score: 0.0

Guideline #346 Adhered High · Score: 40.3

Guideline #349 Issue Resolved · Score: 33.6

Guideline #407 Violated High · Score: -47.0

Guideline #339 Issue Resolved · Score: 33.6

Guideline #343 Not Applicable · Score: 0.0

Guideline #351 Adhered High · Score: 33.6

Guideline #348 Adhered High · Score: 26.9

Guideline #350 Adhered High · Score: 13.4

Guideline #352 Not Applicable · Score: 0.0

Search Autocomplete: 7 guidelines · Score: 114.2

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Guideline #359 Adhered High · Score: 40.3

Guideline #404 Adhered Low · Score: 20.1

Guideline #361 Violated High · Score: -20.1

Guideline #356 Adhered High · Score: 33.6

Guideline #369 Violated Low · Score: -20.1

Guideline #368 Adhered High · Score: 33.6

Guideline #363 Adhered High · Score: 26.9

Results Logic & Guidance: 8 guidelines · Score: 36.9

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Guideline #358 Violated High · Score: -47.0

Guideline #362 Adhered Low · Score: 23.5

Guideline #370 Adhered High · Score: 40.3

Guideline #367 Not Applicable · Score: 0.0

Guideline #355 Adhered High · Score: 20.1

Guideline #394 Adhered Low · Score: 16.8

Guideline #365 Violated Low · Score: -16.8

Guideline #371 Not Applicable · Score: 0.0

Results Layout & Filtering: 12 guidelines · Score: -151.1

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Guideline #382 Violated High · Score: -33.6

Guideline #379 Violated High · Score: -53.7

Guideline #386 Adhered High · Score: 47.0

Guideline #381 Neutral · Score: 0.0

Guideline #377 Violated Low · Score: -16.8

Guideline #376 Adhered High · Score: 53.7

Guideline #403 Violated High · Score: -47.0

Guideline #393 Violated High · Score: -33.6

Guideline #406 Not Applicable · Score: 0.0

Guideline #378 Neutral · Score: 0.0

Guideline #401 Violated High · Score: -26.9

Guideline #402 Violated High · Score: -40.3

Product Lists & Filtering: 94 guidelines · Score: 264.2

List Layout: 7 guidelines · Score: 110.5

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Guideline #541 Not Applicable · Score: 0.0

Guideline #533 Adhered High · Score: 32.4

Guideline #531 Adhered Low · Score: 13.5

Guideline #537 Adhered High · Score: 27.0

Guideline #535 Not Applicable · Score: 0.0

Guideline #536 Not Applicable · Score: 0.0

Guideline #862 Adhered High · Score: 37.7

Loading Products: 5 guidelines · Score: -16.2

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Guideline #501 Violated High · Score: -32.4

Guideline #502 Adhered High · Score: 32.4

Guideline #503 Violated High · Score: -16.2

Guideline #504 Violated Low · Score: -16.2

Guideline #505 Adhered High · Score: 16.2

List Items: Product Info & Thumbnails: 16 guidelines · Score: 16.2

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Guideline #440 Violated Low · Score: -21.6

Guideline #421 Not Applicable · Score: 0.0

Guideline #443 Violated High · Score: -37.7

Guideline #446 Violated High · Score: -32.4

Guideline #422 Adhered High · Score: 32.4

Guideline #441 Adhered High · Score: 27.0

Guideline #447 Not Applicable · Score: 0.0

Guideline #444 Not Applicable · Score: 0.0

Guideline #455 Not Applicable · Score: 0.0

Guideline #445 Adhered High · Score: 37.7

Guideline #457 Violated High · Score: -27.0

Guideline #463 Violated High · Score: -27.0

Guideline #456 Adhered High · Score: 27.0

Guideline #458 Adhered High · Score: 16.2

Guideline #459 Issue Resolved · Score: 21.6

Guideline #462 Not Applicable · Score: 0.0

List Items: Interface & Hit Areas: 10 guidelines · Score: 67.4

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Guideline #448 Violated High · Score: -37.7

Guideline #528 Not Applicable · Score: 0.0

Guideline #452 Adhered High · Score: 27.0

Guideline #450 Adhered High · Score: 27.0

Guideline #449 Adhered High · Score: 27.0

Guideline #525 Violated High · Score: -27.0

Guideline #527 Adhered High · Score: 27.0

Guideline #529 Issue Resolved · Score: 32.4

Guideline #530 Violated Low · Score: -8.1

Guideline #526 Not Applicable · Score: 0.0

List Items: Personalization: 5 guidelines · Score: -32.4

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Guideline #480 Violated High · Score: -37.7

Guideline #482 Adhered High · Score: 27.0

Guideline #483 Not Applicable · Score: 0.0

Guideline #485 Not Applicable · Score: 0.0

Guideline #484 Violated High · Score: -21.6

Filtering: Available Filters: 10 guidelines · Score: -16.2

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Guideline #409 Violated Low · Score: -21.6

Guideline #413 Adhered High · Score: 37.7

Guideline #418 Violated High · Score: -37.7

Guideline #408 Not Applicable · Score: 0.0

Guideline #417 Not Applicable · Score: 0.0

Guideline #540 Not Applicable · Score: 0.0

Guideline #410 Adhered High · Score: 32.4

Guideline #414 Adhered High · Score: 27.0

Guideline #416 Violated High · Score: -27.0

Guideline #415 Violated High · Score: -27.0

Filtering: Scope & Logic: 14 guidelines · Score: 43.1

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Guideline #424 Violated Low · Score: -18.9

Guideline #427 Adhered High · Score: 37.7

Guideline #433 Violated Low · Score: -18.9

Guideline #423 Not Applicable · Score: 0.0

Guideline #430 Not Applicable · Score: 0.0

Guideline #428 Violated High · Score: -21.6

Guideline #432 Not Applicable · Score: 0.0

Guideline #429 Adhered High · Score: 10.8

Guideline #436 Not Applicable · Score: 0.0

Guideline #439 Not Applicable · Score: 0.0

Guideline #488 Adhered High · Score: 27.0

Guideline #492 Adhered High · Score: 27.0

Guideline #493 Adhered High · Score: 27.0

Guideline #486 Violated High · Score: -27.0

Filtering: Interface & Layout: 11 guidelines · Score: 16.2

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Guideline #468 Not Applicable · Score: 0.0

Guideline #474 Not Applicable · Score: 0.0

Guideline #470 Violated High · Score: -37.7

Guideline #464 Adhered Low · Score: 13.5

Guideline #467 Adhered High · Score: 27.0

Guideline #475 Violated High · Score: -27.0

Guideline #479 Adhered Low · Score: 13.5

Guideline #476 Not Applicable · Score: 0.0

Guideline #465 Issue Resolved · Score: 27.0

Guideline #471 Not Applicable · Score: 0.0

Guideline #472 Not Applicable · Score: 0.0

Sorting: 11 guidelines · Score: 37.7

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Guideline #510 Adhered Low · Score: 21.6

Guideline #511 Violated High · Score: -37.7

Guideline #539 Adhered High · Score: 21.6

Guideline #514 Adhered High · Score: 27.0

Guideline #513 Adhered High · Score: 27.0

Guideline #509 Violated High · Score: -27.0

Guideline #521 Adhered High · Score: 27.0

Guideline #517 Violated High · Score: -21.6

Guideline #515 Not Applicable · Score: 0.0

Guideline #516 Not Applicable · Score: 0.0

Guideline #523 Not Applicable · Score: 0.0

Comparison Tool: 5 guidelines · Score: 37.7

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Guideline #495 Issue Resolved · Score: 37.7

Guideline #496 Not Applicable · Score: 0.0

Guideline #497 Not Applicable · Score: 0.0

Guideline #499 Not Applicable · Score: 0.0

Guideline #498 Not Applicable · Score: 0.0

Product Page: 95 guidelines · Score: 245.1

Product Page Layout: 8 guidelines · Score: 6.9

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Guideline #751 Violated High · Score: -24.2

Guideline #753 Violated High · Score: -24.2

Guideline #758 Not Applicable · Score: 0.0

Guideline #757 Not Applicable · Score: 0.0

Guideline #784 Not Applicable · Score: 0.0

Guideline #738 Adhered High · Score: 20.7

Guideline #766 Adhered High · Score: 17.3

Guideline #846 Issue Resolved · Score: 17.3

Product Images: 9 guidelines · Score: 44.9

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Guideline #740 Adhered High · Score: 27.6

Guideline #741 Adhered High · Score: 24.2

Guideline #747 Violated High · Score: -24.2

Guideline #755 Violated High · Score: -17.3

Guideline #744 Not Applicable · Score: 0.0

Guideline #745 Issue Resolved · Score: 17.3

Guideline #752 Not Applicable · Score: 0.0

Guideline #854 Not Applicable · Score: 0.0

Guideline #756 Adhered High · Score: 17.3

Image Gallery UI: 10 guidelines · Score: 57.0

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Guideline #774 Adhered High · Score: 24.2

Guideline #771 Not Applicable · Score: 0.0

Guideline #776 Violated Low · Score: -12.1

Guideline #775 Adhered High · Score: 20.7

Guideline #779 Adhered High · Score: 17.3

Guideline #783 Violated Low · Score: -8.6

Guideline #781 Neutral · Score: 0.0

Guideline #773 Adhered Low · Score: 5.2

Guideline #778 Not Applicable · Score: 0.0

Guideline #777 Adhered High · Score: 10.4

Product Video & 360-View: 4 guidelines · Score: 32.8

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Guideline #759 Adhered Low · Score: 8.6

Guideline #770 Adhered High · Score: 17.3

Guideline #760 Adhered Low · Score: 6.9

Guideline #761 Not Applicable · Score: 0.0

The 'Buy' Section: 9 guidelines · Score: -20.7

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Guideline #791 Neutral · Score: 0.0

Guideline #795 Not Applicable · Score: 0.0

Guideline #820 Adhered Low · Score: 12.1

Guideline #798 Violated High · Score: -17.3

Guideline #817 Violated High · Score: -17.3

Guideline #792 Adhered High · Score: 17.3

Guideline #816 Violated Low · Score: -8.6

Guideline #793 Not Applicable · Score: 0.0

Guideline #789 Violated High · Score: -6.9

Shipping, Returns, and Gifting: 7 guidelines · Score: -17.3

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Guideline #825 Violated High · Score: -17.3

Guideline #826 Adhered High · Score: 17.3

Guideline #803 Neutral · Score: 0.0

Guideline #836 Violated High · Score: -17.3

Guideline #804 Adhered High · Score: 10.4

Guideline #802 Violated High · Score: -10.4

Guideline #805 Not Applicable · Score: 0.0

Product Variations: 9 guidelines · Score: 57.0

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Guideline #848 Adhered High · Score: 24.2

Guideline #853 Adhered High · Score: 17.3

Guideline #849 Adhered High · Score: 17.3

Guideline #837 Violated Low · Score: -8.6

Guideline #851 Not Applicable · Score: 0.0

Guideline #800 Not Applicable · Score: 0.0

Guideline #850 Adhered High · Score: 6.9

Guideline #852 Adhered High · Score: 6.9

Guideline #856 Violated High · Score: -6.9

Product Descriptions: 7 guidelines · Score: 108.7

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Guideline #841 Adhered High · Score: 24.2

Guideline #843 Adhered High · Score: 24.2

Guideline #861 Not Applicable · Score: 0.0

Guideline #860 Adhered High · Score: 17.3

Guideline #845 Adhered High · Score: 17.3

Guideline #844 Adhered High · Score: 17.3

Guideline #847 Adhered Low · Score: 8.6

Specifications Sheet: 5 guidelines · Score: -41.4

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Guideline #858 Violated High · Score: -24.2

Guideline #840 Violated High · Score: -17.3

Guideline #835 Violated High · Score: -17.3

Guideline #839 Adhered High · Score: 17.3

Guideline #857 Not Applicable · Score: 0.0

User Reviews: 13 guidelines · Score: 25.9

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Guideline #739 Adhered High · Score: 24.2

Guideline #743 Violated High · Score: -24.2

Guideline #750 Violated High · Score: -27.6

Guideline #749 Not Applicable · Score: 0.0

Guideline #768 Violated High · Score: -17.3

Guideline #742 Adhered Low · Score: 8.6

Guideline #748 Violated Low · Score: -8.6

Guideline #785 Violated Low · Score: -8.6

Guideline #767 Adhered High · Score: 17.3

Guideline #765 Adhered High · Score: 17.3

Guideline #746 Adhered High · Score: 17.3

Guideline #763 Adhered High · Score: 10.4

Guideline #786 Adhered High · Score: 17.3

Auxiliary Content: 5 guidelines · Score: 3.5

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Guideline #807 Violated High · Score: -24.2

Guideline #788 Adhered Low · Score: 10.4

Guideline #787 Adhered High · Score: 17.3

Guideline #806 Not Applicable · Score: 0.0

Guideline #769 Not Applicable · Score: 0.0

Cross-Sells & Cross-Navigation: 9 guidelines · Score: -12.1

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Guideline #810 Adhered Low · Score: 8.6

Guideline #811 Violated High · Score: -24.2

Guideline #828 Violated Low · Score: -8.6

Guideline #813 Adhered Low · Score: 8.6

Guideline #814 Adhered Low · Score: 8.6

Guideline #812 Violated High · Score: -17.3

Guideline #821 Violated Low · Score: -8.6

Guideline #819 Issue Resolved · Score: 20.7

Guideline #827 Not Applicable · Score: 0.0

Cart & Checkout: 134 guidelines · Score: 269.3

Shopping Cart & “Added to Cart” Behavior: 10 guidelines · Score: 8.7

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Guideline #601 Violated High · Score: -14.6

Guideline #600 Issue Resolved · Score: 14.6

Guideline #602 Issue Resolved · Score: 14.6

Guideline #603 Violated High · Score: -14.6

Guideline #732 Adhered High · Score: 20.4

Guideline #620 Violated Low · Score: -7.3

Guideline #623 Adhered High · Score: 14.6

Guideline #622 Violated Low · Score: -7.3

Guideline #673 Not Applicable · Score: 0.0

Guideline #624 Violated High · Score: -11.6

Account Selection & Creation: 9 guidelines · Score: 53.9

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Guideline #637 Adhered High · Score: 20.4

Guideline #652 Violated Low · Score: -10.2

Guideline #639 Not Applicable · Score: 0.0

Guideline #677 Adhered High · Score: 20.4

Guideline #638 Adhered High · Score: 14.6

Guideline #653 Adhered High · Score: 14.6

Guideline #676 Violated High · Score: -14.6

Guideline #665 Not Applicable · Score: 0.0

Guideline #640 Adhered High · Score: 8.7

Customer & Address Information: 12 guidelines · Score: 72.8

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Guideline #731 Adhered High · Score: 20.4

Guideline #566 Adhered High · Score: 23.3

Guideline #567 Not Applicable · Score: 0.0

Guideline #565 Issue Resolved · Score: 20.4

Guideline #736 Issue Resolved · Score: 20.4

Guideline #561 Violated High · Score: -14.6

Guideline #558 Adhered High · Score: 14.6

Guideline #557 Violated Low · Score: -7.3

Guideline #560 Not Applicable · Score: 0.0

Guideline #573 Not Applicable · Score: 0.0

Guideline #562 Not Applicable · Score: 0.0

Guideline #564 Violated Low · Score: -4.4

Gifting Flow & Features: 5 guidelines · Score: 1.5

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Guideline #647 Not Applicable · Score: 0.0

Guideline #650 Adhered High · Score: 14.6

Guideline #646 Violated Low · Score: -7.3

Guideline #649 Violated High · Score: -14.6

Guideline #645 Adhered High · Score: 8.7

Shipping & Store Pickup: 11 guidelines · Score: 0.0

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Guideline #544 Violated High · Score: -20.4

Guideline #547 Violated High · Score: -17.5

Guideline #550 Adhered High · Score: 14.6

Guideline #543 Adhered Low · Score: 7.3

Guideline #548 Violated Low · Score: -5.8

Guideline #549 Adhered High · Score: 5.8

Guideline #632 Adhered Low · Score: 7.3

Guideline #633 Neutral · Score: 0.0

Guideline #631 Violated Low · Score: -7.3

Guideline #634 Adhered Low · Score: 7.3

Guideline #635 Adhered High · Score: 8.7

Payment Flow & Methods (Incl. 3rd-Party): 8 guidelines · Score: -18.9

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Guideline #590 Violated Low · Score: -7.3

Guideline #671 Violated Low · Score: -8.7

Guideline #617 Not Applicable · Score: 0.0

Guideline #615 Violated High · Score: -14.6

Guideline #616 Not Applicable · Score: 0.0

Guideline #672 Not Applicable · Score: 0.0

Guideline #586 Adhered High · Score: 11.6

Guideline #589 Not Applicable · Score: 0.0

Credit Card Form: 10 guidelines · Score: -71.3

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Guideline #582 Violated High · Score: -20.4

Guideline #594 Violated High · Score: -20.4

Guideline #587 Violated High · Score: -20.4

Guideline #583 Adhered Low · Score: 7.3

Guideline #588 Issue Resolved · Score: 14.6

Guideline #577 Violated High · Score: -14.6

Guideline #584 Violated Low · Score: -7.3

Guideline #591 Violated High · Score: -11.6

Guideline #585 Violated Low · Score: -4.4

Guideline #664 Adhered High · Score: 5.8

Order Review: 5 guidelines · Score: -27.7

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Guideline #552 Violated High · Score: -20.4

Guideline #556 Violated High · Score: -17.5

Guideline #545 Adhered Low · Score: 7.3

Guideline #551 Adhered High · Score: 14.6

Guideline #553 Violated High · Score: -11.6

Order Confirmation & E-Mail: 4 guidelines · Score: 21.8

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Guideline #599 Violated Low · Score: -7.3

Guideline #596 Adhered High · Score: 11.6

Guideline #598 Adhered High · Score: 8.7

Guideline #597 Adhered High · Score: 8.7

Form & Page Design: 10 guidelines · Score: 75.7

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Guideline #606 Adhered High · Score: 14.6

Guideline #611 Violated High · Score: -14.6

Guideline #687 Adhered High · Score: 11.6

Guideline #613 Adhered High · Score: 8.7

Guideline #607 Violated Low · Score: -4.4

Guideline #608 Adhered Low · Score: 4.4

Guideline #730 Adhered High · Score: 20.4

Guideline #679 Issue Resolved · Score: 20.4

Guideline #668 Neutral · Score: 0.0

Guideline #733 Adhered High · Score: 14.6

User Interactions & Distractions: 10 guidelines · Score: 74.3

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Guideline #696 Adhered High · Score: 20.4

Guideline #707 Adhered High · Score: 14.6

Guideline #609 Adhered Low · Score: 7.3

Guideline #709 Adhered High · Score: 14.6

Guideline #726 Issue Resolved · Score: 17.5

Guideline #714 Not Applicable · Score: 0.0

Guideline #727 Adhered High · Score: 20.4

Guideline #713 Violated High · Score: -17.5

Guideline #657 Violated High · Score: -8.7

Guideline #699 Adhered High · Score: 5.8

Cross-Sells: 4 guidelines · Score: 58.2

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Guideline #581 Issue Resolved · Score: 20.4

Guideline #579 Adhered High · Score: 14.6

Guideline #580 Issue Resolved · Score: 14.6

Guideline #578 Adhered High · Score: 8.7

Validation Errors & Data Persistence: 10 guidelines · Score: -11.6

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Guideline #720 Adhered High · Score: 23.3

Guideline #723 Adhered High · Score: 23.3

Guideline #722 Violated High · Score: -20.4

Guideline #719 Violated High · Score: -20.4

Guideline #721 Neutral · Score: 0.0

Guideline #718 Violated High · Score: -17.5

Guideline #625 Adhered High · Score: 17.5

Guideline #626 Violated Low · Score: -8.7

Guideline #627 Violated High · Score: -8.7

Guideline #629 Not Applicable · Score: 0.0

Field Labels & Microcopy: 7 guidelines · Score: 45.1

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Guideline #686 Violated Low · Score: -11.6

Guideline #683 Adhered High · Score: 20.4

Guideline #681 Adhered High · Score: 14.6

Guideline #685 Adhered High · Score: 11.6

Guideline #694 Adhered High · Score: 14.6

Guideline #690 Not Applicable · Score: 0.0

Guideline #689 Violated Low · Score: -4.4

Field Design & Features: 8 guidelines · Score: 8.7

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Guideline #674 Violated Low · Score: -10.2

Guideline #659 Adhered High · Score: 14.6

Guideline #669 Violated High · Score: -14.6

Guideline #660 Adhered High · Score: 14.6

Guideline #658 Adhered High · Score: 8.7

Guideline #705 Adhered High · Score: 8.7

Guideline #670 Violated Low · Score: -4.4

Guideline #663 Violated High · Score: -8.7

Default Values & Autocompletion: 8 guidelines · Score: -1.5

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Guideline #555 Violated High · Score: -20.4

Guideline #554 Violated High · Score: -17.5

Guideline #568 Issue Resolved · Score: 17.5

Guideline #576 Adhered High · Score: 14.6

Guideline #572 Not Applicable · Score: 0.0

Guideline #734 Violated Low · Score: -4.4

Guideline #618 Not Applicable · Score: 0.0

Guideline #571 Adhered High · Score: 8.7

Mobile E-Commerce: 144 guidelines · Score: 368.5

Mobile Homepage, Navigation, & Search: 12 guidelines · Score: -74.9

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Guideline #209 Violated Low · Score: -15.8

Guideline #116 Violated High · Score: -31.5

Guideline #130 Adhered High · Score: 23.6

Guideline #228 Adhered Low · Score: 9.9

Guideline #210 Violated High · Score: -27.6

Guideline #211 Violated High · Score: -31.5

Guideline #229 Adhered High · Score: 27.6

Guideline #230 Violated Low · Score: -13.8

Guideline #203 Violated High · Score: -23.6

Guideline #166 Violated High · Score: -27.6

Guideline #93 Adhered High · Score: 15.8

Guideline #91 Adhered High · Score: 19.7

Mobile Product Lists: 15 guidelines · Score: 74.9

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Guideline #90 Adhered High · Score: 31.5

Guideline #89 Violated Low · Score: -13.8

Guideline #79 Violated Low · Score: -11.8

Guideline #233 Adhered High · Score: 19.7

Guideline #87 Adhered High · Score: 19.7

Guideline #76 Violated Low · Score: -11.8

Guideline #80 Adhered High · Score: 19.7

Guideline #143 Adhered High · Score: 19.7

Guideline #78 Not Applicable · Score: 0.0

Guideline #216 Not Applicable · Score: 0.0

Guideline #75 Violated Low · Score: -7.9

Guideline #74 Violated High · Score: -7.9

Guideline #158 Adhered Low · Score: 9.9

Guideline #162 Adhered High · Score: 19.7

Guideline #102 Violated High · Score: -11.8

Mobile Filtering & Sorting: 9 guidelines · Score: 57.1

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Guideline #212 Adhered High · Score: 27.6

Guideline #221 Adhered High · Score: 27.6

Guideline #215 Violated Low · Score: -9.9

Guideline #222 Violated High · Score: -19.7

Guideline #68 Adhered High · Score: 19.7

Guideline #232 Adhered High · Score: 19.7

Guideline #219 Violated Low · Score: -7.9

Guideline #213 Neutral · Score: 0.0

Guideline #142 Neutral · Score: 0.0

Mobile Product Page Layouts: 6 guidelines · Score: 67.0

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Guideline #111 Adhered Low · Score: 13.8

Guideline #144 Adhered High · Score: 23.6

Guideline #154 Adhered Low · Score: 9.9

Guideline #149 Violated High · Score: -19.7

Guideline #234 Issue Resolved · Score: 19.7

Guideline #176 Adhered High · Score: 19.7

Mobile Product Descriptions, Specs, & Images: 13 guidelines · Score: 70.9

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Guideline #159 Violated High · Score: -23.6

Guideline #169 Violated High · Score: -15.8

Guideline #77 Adhered High · Score: 11.8

Guideline #109 Adhered High · Score: 31.5

Guideline #110 Violated Low · Score: -13.8

Guideline #113 Adhered High · Score: 27.6

Guideline #112 Adhered High · Score: 15.8

Guideline #114 Violated High · Score: -7.9

Guideline #148 Violated Low · Score: -13.8

Guideline #133 Adhered High · Score: 19.7

Guideline #134 Not Applicable · Score: 0.0

Guideline #164 Adhered High · Score: 27.6

Guideline #163 Adhered Low · Score: 11.8

Mobile Shopping Cart, Cost & Account: 10 guidelines · Score: 9.9

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Guideline #208 Adhered Low · Score: 9.9

Guideline #140 Violated High · Score: -11.8

Guideline #104 Adhered High · Score: 31.5

Guideline #103 Not Applicable · Score: 0.0

Guideline #107 Not Applicable · Score: 0.0

Guideline #106 Not Applicable · Score: 0.0

Guideline #127 Neutral · Score: 0.0

Guideline #179 Adhered High · Score: 27.6

Guideline #180 Violated High · Score: -27.6

Guideline #185 Violated High · Score: -19.7

Mobile Checkout Information: 15 guidelines · Score: -63.1

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Guideline #120 Not Applicable · Score: 0.0

Guideline #108 Adhered High · Score: 27.6

Guideline #168 Violated High · Score: -23.6

Guideline #167 Not Applicable · Score: 0.0

Guideline #139 Not Applicable · Score: 0.0

Guideline #150 Not Applicable · Score: 0.0

Guideline #205 Violated High · Score: -19.7

Guideline #118 Not Applicable · Score: 0.0

Guideline #194 Adhered High · Score: 19.7

Guideline #192 Violated High · Score: -7.9

Guideline #196 Violated High · Score: -7.9

Guideline #182 Violated High · Score: -11.8

Guideline #193 Violated High · Score: -11.8

Guideline #161 Violated High · Score: -15.8

Guideline #191 Violated High · Score: -11.8

Mobile Form Field Usability: 18 guidelines · Score: 171.4

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Guideline #186 Adhered High · Score: 27.6

Guideline #190 Adhered High · Score: 23.6

Guideline #121 Adhered High · Score: 19.7

Guideline #183 Adhered High · Score: 27.6

Guideline #189 Adhered High · Score: 19.7

Guideline #128 Violated High · Score: -15.8

Guideline #187 Adhered High · Score: 7.9

Guideline #165 Adhered Low · Score: 3.9

Guideline #181 Not Applicable · Score: 0.0

Guideline #197 Not Applicable · Score: 0.0

Guideline #155 Violated Low · Score: -15.8

Guideline #156 Adhered High · Score: 31.5

Guideline #160 Adhered High · Score: 27.6

Guideline #157 Adhered High · Score: 23.6

Guideline #145 Violated High · Score: -23.6

Guideline #171 Violated Low · Score: -9.9

Guideline #184 Adhered High · Score: 15.8

Guideline #220 Adhered High · Score: 7.9

Touch Keyboards: 5 guidelines · Score: 78.8

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Guideline #71 Adhered High · Score: 23.6

Guideline #65 Adhered High · Score: 23.6

Guideline #69 Adhered High · Score: 15.8

Guideline #70 Adhered High · Score: 7.9

Guideline #66 Adhered High · Score: 7.9

Mobile Validation Errors: 7 guidelines · Score: -23.6

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Guideline #119 Not Applicable · Score: 0.0

Guideline #224 Violated Low · Score: -15.8

Guideline #226 Violated Low · Score: -11.8

Guideline #225 Adhered High · Score: 19.7

Guideline #223 Violated High · Score: -15.8

Guideline #227 Not Applicable · Score: 0.0

Guideline #175 Not Applicable · Score: 0.0

All 60 sites were benchmarked across the 610 guidelines. During our evaluation, Kohl’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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Industry Comparison: Mass Merchant

Overall Kohl’s ranks 51 when comparing their e-commerce UX performance against the 59 other major US e-commerce sites in the benchmark, and ranks 15 in the Mass Merchant industry.