Benchmark Overview

Northern Tool’s E-Commerce UX

This is a case study of Northern Tool’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

Northern Tool’s overall e-commerce UX performance is acceptable. On a positive note, Northern Tool has good Product Page. This is, however, curtailed by poor On-Site Search performance.

Northern Tool’s Homepage & Category performance is acceptable. For instance, Northern Tool’s category experience has decent Category Taxonomy yet suffers from poor Main Navigation.

Northern Tool’s On-Site Search performance is poor. Some of Northern Tool’s biggest on-site search usability issues are due to poor Search Query Types and broken Results Layout & Filtering. That said, their search experience performs well within Results Logic & Guidance.

Northern Tool’s Product Lists & Filtering performance is mediocre. Notably, Northern Tool’s product list performance is hampered by mediocre List Layout and Loading Products, although this is helped somewhat by good List Items: Product Info & Thumbnails.

Northern Tool’s Product Page performance is good. It is especially a state of the art The ‘Buy’ Section, Cross-Sells & Cross-Navigation, and Product Page Layout that helps Northern Tool’s product page UX. Do, however, watch out for their mediocre Shipping, Returns, and Gifting performance.

Northern Tool’s Cart & Checkout performance is mediocre. Notably, Northern Tool’s checkout performance is hampered by mediocre Field Labels & Microcopy and Account Selection & Creation, although this is helped somewhat by state of the art Cross-Sells and good User Interactions & Distractions.

Northern Tool’s Mobile E-Commerce performance is acceptable. Notably, Northern Tool’s mobile performance is hampered by mediocre Mobile Shopping Cart, Cost & Account and poor Mobile Form Field Usability, although this is helped somewhat by state of the art Mobile Product Descriptions, Specs, & Images and decent Mobile Product Lists.

Rank: 23 of 60

Usability Score: 499

URL: northerntool.com


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Poor
Acceptable
Good

Northern Tool's E-Commerce UX: 577 guidelines · Comparative score: 499.2

Homepage & Category: 61 guidelines · Score: 695.1

Homepage: 15 guidelines · Score: 130.5

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Guideline #237 Adhered High · Score: 33.2

Guideline #240 Violated High · Score: -23.7

Guideline #242 Issue Resolved · Score: 23.7

Guideline #248 Adhered High · Score: 23.7

Guideline #235 Adhered Low · Score: 7.1

Guideline #238 Neutral · Score: 0.0

Guideline #236 Adhered High · Score: 14.2

Guideline #246 Not Applicable · Score: 0.0

Guideline #249 Neutral · Score: 0.0

Guideline #245 Issue Resolved · Score: 23.7

Guideline #241 Adhered High · Score: 14.2

Guideline #247 Not Applicable · Score: 0.0

Guideline #239 Not Applicable · Score: 0.0

Guideline #264 Neutral · Score: 0.0

Guideline #257 Adhered High · Score: 14.2

Category Taxonomy: 14 guidelines · Score: 246.7

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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 Adhered 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 Not Applicable · Score: 0.0

Guideline #251 Not Applicable · Score: 0.0

Guideline #278 Adhered High · Score: 19.0

Guideline #277 Issue Resolved · Score: 19.0

Guideline #318 Adhered High · Score: 14.2

Main Navigation: 16 guidelines · Score: 154.2

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Guideline #287 Violated High · Score: -33.2

Guideline #294 Not Applicable · Score: 0.0

Guideline #302 Adhered High · Score: 33.2

Guideline #289 Violated Low · Score: -11.9

Guideline #288 Adhered High · Score: 28.5

Guideline #303 Not Applicable · Score: 0.0

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 Adhered Low · Score: 9.5

Guideline #299 Issue Resolved · Score: 14.2

Guideline #306 Adhered High · Score: 14.2

Guideline #300 Not Applicable · Score: 0.0

Intermediary Category Pages: 6 guidelines · Score: 47.4

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Guideline #307 Adhered High · Score: 38.0

Guideline #309 Adhered High · Score: 33.2

Guideline #308 Violated High · Score: -23.7

Guideline #311 Not Applicable · Score: 0.0

Guideline #312 Not Applicable · Score: 0.0

Guideline #310 Not Applicable · Score: 0.0

Site-Wide Layout: 10 guidelines · Score: 116.2

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Guideline #279 Adhered High · Score: 23.7

Guideline #258 Issue Resolved · Score: 38.0

Guideline #252 Adhered High · Score: 23.7

Guideline #250 Adhered High · Score: 19.0

Guideline #293 Neutral · Score: 0.0

Guideline #290 Issue Resolved · Score: 14.2

Guideline #284 Violated Low · Score: -7.1

Guideline #260 Adhered High · Score: 14.2

Guideline #255 Violated High · Score: -9.5

Guideline #273 Not Applicable · Score: 0.0

On-Site Search: 49 guidelines · Score: 181.3

Search Query Types: 12 guidelines · Score: -43.6

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Guideline #333 Adhered High · Score: 53.7

Guideline #334 Violated Low · Score: -26.9

Guideline #340 Neutral · Score: 0.0

Guideline #335 Violated Low · Score: -16.8

Guideline #337 Not Applicable · Score: 0.0

Guideline #341 Violated Low · Score: -23.5

Guideline #344 Violated Low · Score: -23.5

Guideline #399 Violated High · Score: -33.6

Guideline #338 Not Applicable · Score: 0.0

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 Violated High · Score: -40.3

Guideline #349 Issue Resolved · Score: 33.6

Guideline #407 Adhered 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 Not Applicable · Score: 0.0

Guideline #352 Not Applicable · Score: 0.0

Search Autocomplete: 7 guidelines · Score: 174.6

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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 Issue Resolved · Score: 33.6

Guideline #369 Adhered High · Score: 40.3

Guideline #368 Adhered High · Score: 33.6

Guideline #363 Adhered High · Score: 26.9

Results Logic & Guidance: 8 guidelines · Score: 178.0

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Guideline #358 Adhered Low · Score: 23.5

Guideline #362 Adhered High · Score: 47.0

Guideline #370 Adhered High · Score: 40.3

Guideline #367 Not Applicable · Score: 0.0

Guideline #355 Neutral · Score: 0.0

Guideline #394 Issue Resolved · Score: 33.6

Guideline #365 Issue Resolved · Score: 33.6

Guideline #371 Not Applicable · Score: 0.0

Results Layout & Filtering: 12 guidelines · Score: -261.9

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Guideline #382 Violated High · Score: -33.6

Guideline #379 Violated High · Score: -53.7

Guideline #386 Violated Low · Score: -23.5

Guideline #381 Neutral · Score: 0.0

Guideline #377 Violated Low · Score: -16.8

Guideline #376 Violated 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 Not Applicable · Score: 0.0

Guideline #402 Not Applicable · Score: 0.0

Product Lists & Filtering: 94 guidelines · Score: 269.6

List Layout: 7 guidelines · Score: 45.8

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Guideline #541 Not Applicable · Score: 0.0

Guideline #533 Violated 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 Low · Score: 16.2

Guideline #503 Violated High · Score: -16.2

Guideline #504 Adhered Low · Score: 16.2

Guideline #505 Not Applicable · Score: 0.0

List Items: Product Info & Thumbnails: 16 guidelines · Score: 183.3

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Guideline #440 Adhered Low · Score: 21.6

Guideline #421 Not Applicable · Score: 0.0

Guideline #443 Adhered 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 Adhered High · Score: 16.2

Guideline #444 Not Applicable · Score: 0.0

Guideline #455 Not Applicable · Score: 0.0

Guideline #445 Adhered High · Score: 37.7

Guideline #457 Not Applicable · Score: 0.0

Guideline #463 Not Applicable · Score: 0.0

Guideline #456 Not Applicable · Score: 0.0

Guideline #458 Not Applicable · Score: 0.0

Guideline #459 Issue Resolved · Score: 21.6

Guideline #462 Adhered High · Score: 21.6

List Items: Interface & Hit Areas: 10 guidelines · Score: -78.2

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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 Not Applicable · Score: 0.0

Guideline #449 Adhered High · Score: 27.0

Guideline #525 Violated High · Score: -27.0

Guideline #527 Violated High · Score: -27.0

Guideline #529 Violated High · Score: -32.4

Guideline #530 Violated Low · Score: -8.1

Guideline #526 Not Applicable · Score: 0.0

List Items: Personalization: 5 guidelines · Score: 2.7

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Guideline #480 Violated Low · Score: -18.9

Guideline #482 Not Applicable · Score: 0.0

Guideline #483 Not Applicable · Score: 0.0

Guideline #485 Not Applicable · Score: 0.0

Guideline #484 Adhered High · Score: 21.6

Filtering: Available Filters: 10 guidelines · Score: 21.6

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Guideline #409 Violated High · Score: -43.1

Guideline #413 Not Applicable · Score: 0.0

Guideline #418 Not Applicable · Score: 0.0

Guideline #408 Not Applicable · Score: 0.0

Guideline #417 Issue Resolved · Score: 37.7

Guideline #540 Not Applicable · Score: 0.0

Guideline #410 Not Applicable · Score: 0.0

Guideline #414 Adhered High · Score: 27.0

Guideline #416 Adhered High · Score: 27.0

Guideline #415 Violated High · Score: -27.0

Filtering: Scope & Logic: 14 guidelines · Score: 21.6

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Guideline #424 Violated High · Score: -37.7

Guideline #427 Adhered High · Score: 37.7

Guideline #433 Violated High · Score: -37.7

Guideline #423 Not Applicable · Score: 0.0

Guideline #430 Not Applicable · Score: 0.0

Guideline #428 Adhered 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 Neutral · Score: 0.0

Guideline #493 Adhered High · Score: 27.0

Guideline #486 Violated High · Score: -27.0

Filtering: Interface & Layout: 11 guidelines · Score: 59.3

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Guideline #468 Not Applicable · Score: 0.0

Guideline #474 Not Applicable · Score: 0.0

Guideline #470 Adhered Low · Score: 18.9

Guideline #464 Adhered High · Score: 27.0

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 Violated High · Score: -27.0

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: -8.1

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Guideline #495 Adhered High · Score: 37.7

Guideline #496 Violated Low · Score: -13.5

Guideline #497 Violated High · Score: -37.7

Guideline #499 Violated High · Score: -16.2

Guideline #498 Adhered High · Score: 21.6

Product Page: 95 guidelines · Score: 906.1

Product Page Layout: 8 guidelines · Score: 96.7

‘State of the Art’

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Guideline #751 Not Applicable · Score: 0.0

Guideline #753 Not Applicable · Score: 0.0

Guideline #758 Adhered High · Score: 24.2

Guideline #757 Not Applicable · Score: 0.0

Guideline #784 Adhered High · Score: 17.3

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: 162.2

‘State of the Art’

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Guideline #740 Adhered High · Score: 27.6

Guideline #741 Adhered High · Score: 24.2

Guideline #747 Adhered High · Score: 24.2

Guideline #755 Adhered High · Score: 17.3

Guideline #744 Adhered High · Score: 17.3

Guideline #745 Issue Resolved · Score: 17.3

Guideline #752 Not Applicable · Score: 0.0

Guideline #854 Issue Resolved · Score: 17.3

Guideline #756 Adhered High · Score: 17.3

Image Gallery UI: 10 guidelines · Score: 100.1

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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 Adhered High · Score: 17.3

Guideline #781 Adhered High · Score: 17.3

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: 20.7

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Guideline #759 Adhered High · Score: 17.3

Guideline #770 Adhered High · Score: 17.3

Guideline #760 Violated High · Score: -13.8

Guideline #761 Not Applicable · Score: 0.0

The 'Buy' Section: 9 guidelines · Score: 129.4

‘State of the Art’

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Guideline #791 Adhered High · Score: 17.3

Guideline #795 Adhered High · Score: 24.2

Guideline #820 Adhered Low · Score: 12.1

Guideline #798 Issue Resolved · Score: 17.3

Guideline #817 Issue Resolved · Score: 17.3

Guideline #792 Adhered High · Score: 17.3

Guideline #816 Adhered High · Score: 17.3

Guideline #793 Not Applicable · Score: 0.0

Guideline #789 Adhered High · Score: 6.9

Shipping, Returns, and Gifting: 7 guidelines · Score: -1.7

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Guideline #825 Neutral · Score: 0.0

Guideline #826 Not Applicable · Score: 0.0

Guideline #803 Violated Low · Score: -12.1

Guideline #836 Neutral · Score: 0.0

Guideline #804 Not Applicable · Score: 0.0

Guideline #802 Adhered High · Score: 10.4

Guideline #805 Not Applicable · Score: 0.0

Product Variations: 9 guidelines · Score: 89.7

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Guideline #848 Issue Resolved · Score: 24.2

Guideline #853 Issue Resolved · Score: 17.3

Guideline #849 Issue Resolved · Score: 17.3

Guideline #837 Issue Resolved · Score: 17.3

Guideline #851 Not Applicable · Score: 0.0

Guideline #800 Not Applicable · Score: 0.0

Guideline #850 Issue Resolved · Score: 6.9

Guideline #852 Not Applicable · Score: 0.0

Guideline #856 Issue Resolved · Score: 6.9

Product Descriptions: 7 guidelines · Score: 117.4

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Guideline #841 Adhered High · Score: 24.2

Guideline #843 Adhered High · Score: 24.2

Guideline #861 Adhered High · Score: 17.3

Guideline #860 Adhered High · Score: 17.3

Guideline #845 Not Applicable · Score: 0.0

Guideline #844 Adhered High · Score: 17.3

Guideline #847 Adhered High · Score: 17.3

Specifications Sheet: 5 guidelines · Score: 5.2

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Guideline #858 Adhered High · Score: 24.2

Guideline #840 Adhered High · Score: 17.3

Guideline #835 Violated Low · Score: -8.6

Guideline #839 Violated High · Score: -17.3

Guideline #857 Violated High · Score: -10.4

User Reviews: 13 guidelines · Score: -17.3

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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 Violated High · Score: -17.3

Guideline #748 Adhered High · Score: 17.3

Guideline #785 Violated High · Score: -17.3

Guideline #767 Adhered High · Score: 17.3

Guideline #765 Violated 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: 62.1

‘State of the Art’

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Guideline #807 Adhered High · Score: 24.2

Guideline #788 Adhered High · Score: 20.7

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: 141.5

‘State of the Art’

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Guideline #810 Adhered High · Score: 17.3

Guideline #811 Adhered High · Score: 24.2

Guideline #828 Neutral · Score: 0.0

Guideline #813 Adhered High · Score: 17.3

Guideline #814 Adhered High · Score: 17.3

Guideline #812 Adhered High · Score: 17.3

Guideline #821 Adhered High · Score: 17.3

Guideline #819 Adhered High · Score: 20.7

Guideline #827 Adhered High · Score: 10.4

Cart & Checkout: 134 guidelines · Score: 403.3

Shopping Cart & “Added to Cart” Behavior: 10 guidelines · Score: 69.9

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Guideline #601 Issue Resolved · Score: 14.6

Guideline #600 Adhered Low · Score: 7.3

Guideline #602 Issue Resolved · Score: 14.6

Guideline #603 Issue Resolved · Score: 14.6

Guideline #732 Neutral · Score: 0.0

Guideline #620 Adhered High · Score: 14.6

Guideline #623 Violated High · Score: -14.6

Guideline #622 Adhered High · Score: 14.6

Guideline #673 Violated Low · Score: -7.3

Guideline #624 Adhered High · Score: 11.6

Account Selection & Creation: 9 guidelines · Score: 1.5

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Guideline #637 Adhered High · Score: 20.4

Guideline #652 Adhered High · Score: 20.4

Guideline #639 Not Applicable · Score: 0.0

Guideline #677 Violated High · Score: -20.4

Guideline #638 Violated Low · Score: -7.3

Guideline #653 Adhered Low · Score: 7.3

Guideline #676 Violated High · Score: -14.6

Guideline #665 Not Applicable · Score: 0.0

Guideline #640 Violated Low · Score: -4.4

Customer & Address Information: 12 guidelines · Score: 77.2

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Guideline #731 Adhered High · Score: 20.4

Guideline #566 Adhered Low · Score: 11.6

Guideline #567 Adhered High · Score: 20.4

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 High · Score: -8.7

Gifting Flow & Features: 5 guidelines · Score: 0.0

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Guideline #647 Not Applicable · Score: 0.0

Guideline #650 Violated High · Score: -14.6

Guideline #646 Adhered High · Score: 14.6

Guideline #649 Not Applicable · Score: 0.0

Guideline #645 Not Applicable · Score: 0.0

Shipping & Store Pickup: 11 guidelines · Score: 34.9

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Guideline #544 Adhered High · Score: 20.4

Guideline #547 Violated Low · Score: -8.7

Guideline #550 Adhered High · Score: 14.6

Guideline #543 Adhered High · Score: 14.6

Guideline #548 Violated Low · Score: -5.8

Guideline #549 Not Applicable · Score: 0.0

Guideline #632 Not Applicable · Score: 0.0

Guideline #633 Not Applicable · Score: 0.0

Guideline #631 Not Applicable · Score: 0.0

Guideline #634 Not Applicable · Score: 0.0

Guideline #635 Not Applicable · Score: 0.0

Payment Flow & Methods (Incl. 3rd-Party): 8 guidelines · Score: 32.0

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Guideline #590 Neutral · Score: 0.0

Guideline #671 Adhered Low · Score: 8.7

Guideline #617 Not Applicable · Score: 0.0

Guideline #615 Not Applicable · Score: 0.0

Guideline #616 Not Applicable · Score: 0.0

Guideline #672 Adhered High · Score: 11.6

Guideline #586 Adhered High · Score: 11.6

Guideline #589 Not Applicable · Score: 0.0

Credit Card Form: 10 guidelines · Score: -84.4

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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 Violated High · Score: -14.6

Guideline #588 Issue Resolved · Score: 14.6

Guideline #577 Violated Low · Score: -7.3

Guideline #584 Adhered Low · Score: 7.3

Guideline #591 Violated High · Score: -11.6

Guideline #585 Violated High · Score: -8.7

Guideline #664 Violated Low · Score: -2.9

Order Review: 5 guidelines · Score: -26.2

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Guideline #552 Violated High · Score: -20.4

Guideline #556 Adhered Low · Score: 8.7

Guideline #545 Not Applicable · Score: 0.0

Guideline #551 Violated High · Score: -14.6

Guideline #553 Not Applicable · Score: 0.0

Order Confirmation & E-Mail: 4 guidelines · Score: 17.5

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Guideline #599 Violated Low · Score: -7.3

Guideline #596 Adhered High · Score: 11.6

Guideline #598 Adhered Low · Score: 4.4

Guideline #597 Adhered High · Score: 8.7

Form & Page Design: 10 guidelines · Score: 46.6

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Guideline #606 Adhered High · Score: 14.6

Guideline #611 Violated High · Score: -14.6

Guideline #687 Adhered Low · Score: 5.8

Guideline #613 Adhered High · Score: 8.7

Guideline #607 Adhered High · Score: 8.7

Guideline #608 Violated High · Score: -8.7

Guideline #730 Violated Low · Score: -10.2

Guideline #679 Issue Resolved · Score: 20.4

Guideline #668 Adhered Low · Score: 7.3

Guideline #733 Adhered High · Score: 14.6

User Interactions & Distractions: 10 guidelines · Score: 116.5

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Guideline #696 Issue Resolved · Score: 20.4

Guideline #707 Adhered High · Score: 14.6

Guideline #609 Adhered High · Score: 14.6

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 Adhered 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

‘State of the Art’

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Guideline #581 Issue Resolved · Score: 20.4

Guideline #579 Adhered High · Score: 14.6

Guideline #580 Adhered High · Score: 14.6

Guideline #578 Adhered High · Score: 8.7

Validation Errors & Data Persistence: 10 guidelines · Score: -24.8

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Guideline #720 Violated High · Score: -23.3

Guideline #723 Adhered High · Score: 23.3

Guideline #722 Violated Low · Score: -10.2

Guideline #719 Violated Low · Score: -10.2

Guideline #721 Adhered High · Score: 17.5

Guideline #718 Violated High · Score: -17.5

Guideline #625 Adhered High · Score: 17.5

Guideline #626 Violated High · Score: -17.5

Guideline #627 Violated Low · Score: -4.4

Guideline #629 Not Applicable · Score: 0.0

Field Labels & Microcopy: 7 guidelines · Score: 21.8

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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 Violated 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: 56.8

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Guideline #674 Adhered High · Score: 20.4

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 Issue Resolved · Score: 8.7

Default Values & Autocompletion: 8 guidelines · Score: 26.2

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Guideline #555 Violated Low · Score: -10.2

Guideline #554 Adhered 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 Violated High · Score: -8.7

Mobile E-Commerce: 144 guidelines · Score: 539.9

Mobile Homepage, Navigation, & Search: 12 guidelines · Score: -59.1

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Guideline #209 Not Applicable · Score: 0.0

Guideline #116 Violated Low · Score: -15.8

Guideline #130 Neutral · Score: 0.0

Guideline #228 Violated 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 High · Score: -27.6

Guideline #203 Violated High · Score: -23.6

Guideline #166 Adhered Low · Score: 13.8

Guideline #93 Adhered High · Score: 15.8

Guideline #91 Adhered High · Score: 19.7

Mobile Product Lists: 15 guidelines · Score: 92.6

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Guideline #90 Adhered Low · Score: 15.8

Guideline #89 Adhered High · Score: 27.6

Guideline #79 Adhered Low · Score: 11.8

Guideline #233 Violated Low · Score: -9.9

Guideline #87 Adhered High · Score: 19.7

Guideline #76 Adhered High · Score: 23.6

Guideline #80 Not Applicable · Score: 0.0

Guideline #143 Violated Low · Score: -9.9

Guideline #78 Not Applicable · Score: 0.0

Guideline #216 Not Applicable · Score: 0.0

Guideline #75 Violated High · Score: -15.8

Guideline #74 Adhered High · Score: 7.9

Guideline #158 Adhered Low · Score: 9.9

Guideline #162 Neutral · Score: 0.0

Guideline #102 Adhered High · Score: 11.8

Mobile Filtering & Sorting: 9 guidelines · Score: 41.4

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Guideline #212 Neutral · Score: 0.0

Guideline #221 Adhered High · Score: 27.6

Guideline #215 Violated Low · Score: -9.9

Guideline #222 Adhered High · Score: 19.7

Guideline #68 Violated 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 Adhered High · Score: 11.8

Mobile Product Page Layouts: 6 guidelines · Score: 57.1

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Guideline #111 Adhered Low · Score: 13.8

Guideline #144 Adhered High · Score: 23.6

Guideline #154 Violated High · Score: -19.7

Guideline #149 Neutral · Score: 0.0

Guideline #234 Issue Resolved · Score: 19.7

Guideline #176 Adhered High · Score: 19.7

Mobile Product Descriptions, Specs, & Images: 13 guidelines · Score: 230.5

‘State of the Art’

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Guideline #159 Adhered Low · Score: 11.8

Guideline #169 Adhered High · Score: 15.8

Guideline #77 Adhered High · Score: 11.8

Guideline #109 Adhered High · Score: 31.5

Guideline #110 Adhered High · Score: 27.6

Guideline #113 Adhered High · Score: 27.6

Guideline #112 Adhered High · Score: 15.8

Guideline #114 Adhered Low · Score: 3.9

Guideline #148 Adhered High · Score: 27.6

Guideline #133 Adhered High · Score: 19.7

Guideline #134 Not Applicable · Score: 0.0

Guideline #164 Adhered Low · Score: 13.8

Guideline #163 Adhered High · Score: 23.6

Mobile Shopping Cart, Cost & Account: 10 guidelines · Score: 21.7

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Guideline #208 Adhered Low · Score: 9.9

Guideline #140 Adhered Low · Score: 5.9

Guideline #104 Adhered Low · Score: 15.8

Guideline #103 Not Applicable · Score: 0.0

Guideline #107 Not Applicable · Score: 0.0

Guideline #106 Not Applicable · Score: 0.0

Guideline #127 Adhered Low · Score: 9.9

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: 51.2

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Guideline #120 Not Applicable · Score: 0.0

Guideline #108 Adhered High · Score: 27.6

Guideline #168 Not Applicable · Score: 0.0

Guideline #167 Not Applicable · Score: 0.0

Guideline #139 Not Applicable · Score: 0.0

Guideline #150 Adhered High · Score: 19.7

Guideline #205 Neutral · Score: 0.0

Guideline #118 Not Applicable · Score: 0.0

Guideline #194 Adhered High · Score: 19.7

Guideline #192 Adhered High · Score: 7.9

Guideline #196 Violated High · Score: -7.9

Guideline #182 Adhered High · Score: 11.8

Guideline #193 Violated Low · Score: -5.9

Guideline #161 Violated High · Score: -15.8

Guideline #191 Violated Low · Score: -5.9

Mobile Form Field Usability: 18 guidelines · Score: 53.2

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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 Not Applicable · Score: 0.0

Guideline #189 Adhered Low · Score: 9.9

Guideline #128 Not Applicable · Score: 0.0

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 High · Score: -31.5

Guideline #156 Violated High · Score: -31.5

Guideline #160 Violated High · Score: -27.6

Guideline #157 Issue Resolved · Score: 23.6

Guideline #145 Violated Low · Score: -11.8

Guideline #171 Adhered High · Score: 19.7

Guideline #184 Adhered High · Score: 15.8

Guideline #220 Adhered Low · Score: 3.9

Touch Keyboards: 5 guidelines · Score: 31.5

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Guideline #71 Violated 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: 19.7

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Guideline #119 Adhered High · Score: 27.6

Guideline #224 Violated High · Score: -31.5

Guideline #226 Violated Low · Score: -11.8

Guideline #225 Adhered High · Score: 19.7

Guideline #223 Adhered 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, Northern Tool’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: Home & Hardware

Overall Northern Tool ranks 23 when comparing their e-commerce UX performance against the 59 other major US e-commerce sites in the benchmark, and ranks 3 in the Home & Hardware industry.

Poor
Acceptable
Good