Benchmark Overview

Safeway’s E-Commerce UX

This is a case study of Safeway’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

Safeway’s Cart & Checkout performance is broken. Safeway’s checkout in particular suffers from usability issues caused by broken Data Input, Focus, and Layout. That said, their checkout performs great within Copywriting.

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 Neutral · Score: 0.0

Guideline #3 Violated High · Score: -47.3

Guideline #4 Adhered High · Score: 47.3

Guideline #5 Violated High · Score: -31.5

Guideline #6 Violated High · Score: -31.5

Guideline #7 Violated High · Score: -15.8

Guideline #8 Issue Resolved · Score: 23.6

Guideline #9 Adhered 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: 145.8

‘State of the Art’

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Guideline #16 Adhered High · Score: 63.0

Guideline #17 Violated High · Score: -47.3

Guideline #18 Adhered High · Score: 47.3

Guideline #19 Adhered Low · Score: 19.7

Guideline #20 Not Applicable · Score: 0.0

Guideline #21 Adhered High · Score: 31.5

Guideline #22 Adhered High · Score: 15.8

Guideline #23 Adhered High · Score: 15.8

Layout: 15 guidelines · Score: -102.4

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Guideline #24 Violated High · Score: -55.2

Guideline #25 Not Applicable · Score: 0.0

Guideline #26 Violated High · Score: -55.2

Guideline #27 Violated High · Score: -39.4

Guideline #29 Not Applicable · Score: 0.0

Guideline #30 Issue Resolved · Score: 39.4

Guideline #31 Violated High · Score: -47.3

Guideline #32 Violated Low · Score: -11.8

Guideline #33 Adhered High · Score: 23.6

Guideline #34 Violated Low · Score: -11.8

Guideline #35 Not Applicable · Score: 0.0

Guideline #36 Adhered Low · Score: 7.9

Guideline #37 Adhered High · Score: 15.8

Guideline #38 Issue Resolved · Score: 15.8

Guideline #39 Adhered High · Score: 15.8

Navigation: 8 guidelines · Score: 70.9

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Guideline #40 Issue Resolved · Score: 47.3

Guideline #41 Violated High · Score: -47.3

Guideline #42 Issue Resolved · Score: 47.3

Guideline #43 Adhered High · Score: 39.4

Guideline #44 Violated High · Score: -31.5

Guideline #45 Adhered High · Score: 31.5

Guideline #46 Neutral · Score: 0.0

Guideline #47 Violated High · Score: -15.8

Flow: 7 guidelines · Score: -197.0

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Guideline #48 Violated High · Score: -55.2

Guideline #49 Neutral · Score: 0.0

Guideline #50 Violated High · Score: -55.2

Guideline #51 Violated High · Score: -39.4

Guideline #52 Neutral · Score: 0.0

Guideline #53 Violated Low · Score: -15.8

Guideline #54 Violated High · Score: -31.5

Focus: 10 guidelines · Score: 0.0

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Guideline #55 Violated High · Score: -63.0

Guideline #56 Violated High · Score: -63.0

Guideline #57 Adhered High · Score: 39.4

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 Issue Resolved · Score: 15.8

All 60 sites were benchmarked across the 610 guidelines. During our evaluation, Safeway’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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