Benchmark Overview

Sephora’s E-Commerce UX

This is a case study of Sephora’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

Sephora’s overall e-commerce UX performance is acceptable. It is especially issues related to poor On-Site Search that detract from Sephora’s overall UX performance, although it is helped by decent Homepage & Category.

Sephora’s Homepage & Category performance is decent. It is especially a state of the art Site-Wide Layout and decent Category Taxonomy that helps Sephora’s category UX. Do, however, watch out for their poor Intermediary Category Pages performance.

Sephora’s On-Site Search performance is poor. Sephora’s search experience is particularly thwarted by usability issues related to mediocre Results Layout & Filtering, mediocre Results Logic & Guidance, and broken Search Form & Logic.

Sephora’s Product Lists & Filtering performance is acceptable. Notably, Sephora’s product list performance is hampered by broken Sorting and Filtering: Interface & Layout, although this is helped somewhat by good Comparison Tool and decent Filtering: Scope & Logic.

Sephora’s Product Page performance is mediocre. Notably, Sephora’s product page performance is hampered by mediocre Product Images and Specifications Sheet, although this is helped somewhat by good Product Variations and decent Image Gallery UI.

Sephora’s Cart & Checkout performance is decent. For instance, Sephora’s checkout has state of the art User Interactions & Distractions and Default Values & Autocompletion yet suffers from mediocre Credit Card Form and broken Account Selection & Creation.

Sephora’s Mobile E-Commerce performance is acceptable. Notably, Sephora’s mobile performance is hampered by mediocre Mobile Homepage, Navigation, & Search and broken Mobile Product Page Layouts, although this is helped somewhat by state of the art Mobile Form Field Usability and good Mobile Checkout Information.

Rank: 28 of 60

Usability Score: 462

URL: sephora.com


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Poor
Acceptable
Good

Sephora's E-Commerce UX: 577 guidelines · Comparative score: 462.5

Homepage & Category: 61 guidelines · Score: 804.2

Homepage: 15 guidelines · Score: 163.7

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Guideline #237 Adhered High · Score: 33.2

Guideline #240 Adhered High · Score: 23.7

Guideline #242 Issue Resolved · Score: 23.7

Guideline #248 Violated High · Score: -23.7

Guideline #235 Adhered High · Score: 14.2

Guideline #238 Adhered High · Score: 23.7

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 Adhered High · Score: 9.5

Guideline #257 Adhered High · Score: 14.2

Category Taxonomy: 14 guidelines · Score: 242.0

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Guideline #253 Violated Low · Score: -16.6

Guideline #261 Adhered High · Score: 23.7

Guideline #263 Adhered High · Score: 33.2

Guideline #266 Adhered High · Score: 23.7

Guideline #267 Not Applicable · Score: 0.0

Guideline #268 Adhered High · Score: 28.5

Guideline #259 Adhered High · 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 Adhered Low · Score: 11.9

Guideline #278 Adhered High · Score: 19.0

Guideline #277 Adhered High · Score: 19.0

Guideline #318 Adhered High · Score: 14.2

Main Navigation: 16 guidelines · Score: 213.5

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Guideline #287 Violated High · Score: -33.2

Guideline #294 Adhered High · Score: 38.0

Guideline #302 Adhered 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 Low · Score: 11.9

Guideline #297 Adhered 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 Low · Score: 7.1

Guideline #306 Issue Resolved · Score: 14.2

Guideline #300 Not Applicable · Score: 0.0

Intermediary Category Pages: 6 guidelines · Score: 9.5

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Guideline #307 Violated High · Score: -38.0

Guideline #309 Not Applicable · Score: 0.0

Guideline #308 Issue Resolved · Score: 23.7

Guideline #311 Adhered High · Score: 23.7

Guideline #312 Not Applicable · Score: 0.0

Guideline #310 Not Applicable · Score: 0.0

Site-Wide Layout: 10 guidelines · Score: 175.6

‘State of the Art’

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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 Adhered High · Score: 19.0

Guideline #290 Adhered High · 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: 30.2

Search Query Types: 12 guidelines · Score: 23.5

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Guideline #333 Adhered High · Score: 53.7

Guideline #334 Violated Low · Score: -26.9

Guideline #340 Adhered High · Score: 33.6

Guideline #335 Adhered Low · Score: 16.8

Guideline #337 Not Applicable · Score: 0.0

Guideline #341 Not Applicable · Score: 0.0

Guideline #344 Violated High · Score: -47.0

Guideline #399 Violated High · Score: -33.6

Guideline #338 Neutral · 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: 13.4

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Guideline #336 Not Applicable · Score: 0.0

Guideline #346 Violated High · Score: -40.3

Guideline #349 Violated High · 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 Violated 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: -73.9

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Guideline #359 Adhered Low · Score: 20.1

Guideline #404 Violated Low · Score: -20.1

Guideline #361 Violated High · Score: -20.1

Guideline #356 Violated High · Score: -33.6

Guideline #369 Adhered High · Score: 40.3

Guideline #368 Violated High · Score: -33.6

Guideline #363 Violated High · Score: -26.9

Results Logic & Guidance: 8 guidelines · Score: 23.5

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Guideline #358 Violated High · Score: -47.0

Guideline #362 Adhered Low · Score: 23.5

Guideline #370 Violated High · Score: -40.3

Guideline #367 Not Applicable · Score: 0.0

Guideline #355 Adhered High · Score: 20.1

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: 43.6

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Guideline #382 Violated High · Score: -33.6

Guideline #379 Issue Resolved · 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 Violated High · Score: -53.7

Guideline #403 Adhered High · Score: 47.0

Guideline #393 Violated High · Score: -33.6

Guideline #406 Not Applicable · Score: 0.0

Guideline #378 Issue Resolved · Score: 33.6

Guideline #401 Not Applicable · Score: 0.0

Guideline #402 Not Applicable · Score: 0.0

Product Lists & Filtering: 94 guidelines · Score: 388.2

List Layout: 7 guidelines · Score: 48.5

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Guideline #541 Not Applicable · Score: 0.0

Guideline #533 Adhered High · Score: 32.4

Guideline #531 Adhered High · Score: 27.0

Guideline #537 Adhered High · Score: 27.0

Guideline #535 Not Applicable · Score: 0.0

Guideline #536 Not Applicable · Score: 0.0

Guideline #862 Violated High · Score: -37.7

Loading Products: 5 guidelines · Score: 0.0

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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 Neutral · Score: 0.0

Guideline #505 Adhered High · Score: 16.2

List Items: Product Info & Thumbnails: 16 guidelines · Score: 140.2

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Guideline #440 Violated 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 Violated Low · Score: -13.5

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 Adhered High · Score: 27.0

Guideline #463 Not Applicable · Score: 0.0

Guideline #456 Adhered Low · Score: 13.5

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: 37.7

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Guideline #448 Adhered High · Score: 37.7

Guideline #528 Not Applicable · Score: 0.0

Guideline #452 Adhered Low · Score: 13.5

Guideline #450 Violated Low · Score: -13.5

Guideline #449 Not Applicable · Score: 0.0

Guideline #525 Adhered High · Score: 27.0

Guideline #527 Violated High · Score: -27.0

Guideline #529 Violated Low · Score: -16.2

Guideline #530 Adhered High · Score: 16.2

Guideline #526 Not Applicable · Score: 0.0

List Items: Personalization: 5 guidelines · Score: 5.4

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Guideline #480 Not Applicable · Score: 0.0

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: 78.2

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Guideline #409 Adhered High · Score: 43.1

Guideline #413 Adhered High · Score: 37.7

Guideline #418 Not Applicable · Score: 0.0

Guideline #408 Adhered High · Score: 37.7

Guideline #417 Not Applicable · Score: 0.0

Guideline #540 Not Applicable · Score: 0.0

Guideline #410 Not Applicable · Score: 0.0

Guideline #414 Violated High · Score: -27.0

Guideline #416 Adhered Low · Score: 13.5

Guideline #415 Violated High · Score: -27.0

Filtering: Scope & Logic: 14 guidelines · Score: 145.6

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Guideline #424 Adhered High · Score: 37.7

Guideline #427 Adhered High · Score: 37.7

Guideline #433 Not Applicable · Score: 0.0

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 Adhered High · Score: 10.8

Guideline #439 Not Applicable · Score: 0.0

Guideline #488 Violated High · Score: -27.0

Guideline #492 Neutral · Score: 0.0

Guideline #493 Adhered High · Score: 27.0

Guideline #486 Adhered High · Score: 27.0

Filtering: Interface & Layout: 11 guidelines · Score: -67.4

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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 Violated Low · Score: -13.5

Guideline #467 Violated High · Score: -27.0

Guideline #475 Violated High · Score: -27.0

Guideline #479 Adhered High · Score: 27.0

Guideline #476 Not Applicable · Score: 0.0

Guideline #465 Issue Resolved · Score: 27.0

Guideline #471 Not Applicable · Score: 0.0

Guideline #472 Violated High · Score: -16.2

Sorting: 11 guidelines · Score: -37.7

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Guideline #510 Violated High · Score: -43.1

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 Violated High · Score: -10.8

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: 384.9

Product Page Layout: 8 guidelines · Score: -10.4

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Guideline #751 Not Applicable · Score: 0.0

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 Violated High · Score: -20.7

Guideline #766 Adhered High · Score: 17.3

Guideline #846 Issue Resolved · Score: 17.3

Product Images: 9 guidelines · Score: 27.6

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Guideline #740 Neutral · Score: 0.0

Guideline #741 Violated High · Score: -24.2

Guideline #747 Not Applicable · Score: 0.0

Guideline #755 Adhered 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: 105.3

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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 Issue Resolved · Score: 17.3

Guideline #781 Adhered High · Score: 17.3

Guideline #773 Issue Resolved · Score: 10.4

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: -20.7

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Guideline #791 Violated High · Score: -17.3

Guideline #795 Violated High · Score: -24.2

Guideline #820 Issue Resolved · Score: 24.2

Guideline #798 Violated High · Score: -17.3

Guideline #817 Violated High · 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 Violated Low · Score: -3.5

Shipping, Returns, and Gifting: 7 guidelines · Score: 15.5

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Guideline #825 Adhered Low · Score: 8.6

Guideline #826 Not Applicable · Score: 0.0

Guideline #803 Adhered High · Score: 24.2

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: 96.7

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Guideline #848 Adhered High · Score: 24.2

Guideline #853 Issue Resolved · Score: 17.3

Guideline #849 Adhered High · 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 Adhered High · Score: 6.9

Guideline #856 Issue Resolved · Score: 6.9

Product Descriptions: 7 guidelines · Score: 88.0

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Guideline #841 Adhered High · Score: 24.2

Guideline #843 Adhered Low · Score: 12.1

Guideline #861 Not Applicable · Score: 0.0

Guideline #860 Adhered Low · Score: 8.6

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: 0.0

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Guideline #858 Not Applicable · Score: 0.0

Guideline #840 Not Applicable · Score: 0.0

Guideline #835 Not Applicable · Score: 0.0

Guideline #839 Not Applicable · Score: 0.0

Guideline #857 Not Applicable · Score: 0.0

User Reviews: 13 guidelines · Score: -44.9

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Guideline #739 Adhered High · Score: 24.2

Guideline #743 Violated High · Score: -24.2

Guideline #750 Adhered Low · Score: 13.8

Guideline #749 Violated High · Score: -20.7

Guideline #768 Violated High · Score: -17.3

Guideline #742 Violated Low · Score: -8.6

Guideline #748 Violated Low · Score: -8.6

Guideline #785 Violated High · Score: -17.3

Guideline #767 Adhered High · Score: 17.3

Guideline #765 Violated High · Score: -17.3

Guideline #746 Violated Low · Score: -8.6

Guideline #763 Adhered Low · Score: 5.2

Guideline #786 Adhered High · Score: 17.3

Auxiliary Content: 5 guidelines · Score: 43.1

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Guideline #807 Not Applicable · Score: 0.0

Guideline #788 Adhered High · Score: 20.7

Guideline #787 Adhered Low · Score: 8.6

Guideline #806 Not Applicable · Score: 0.0

Guideline #769 Adhered High · Score: 13.8

Cross-Sells & Cross-Navigation: 9 guidelines · Score: 63.9

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Guideline #810 Adhered High · Score: 17.3

Guideline #811 Adhered High · Score: 24.2

Guideline #828 Adhered Low · Score: 8.6

Guideline #813 Violated Low · Score: -8.6

Guideline #814 Adhered Low · Score: 8.6

Guideline #812 Violated High · Score: -17.3

Guideline #821 Neutral · Score: 0.0

Guideline #819 Issue Resolved · Score: 20.7

Guideline #827 Adhered High · Score: 10.4

Cart & Checkout: 134 guidelines · Score: 700.3

Shopping Cart & “Added to Cart” Behavior: 10 guidelines · Score: 39.3

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Guideline #601 Adhered High · Score: 14.6

Guideline #600 Issue Resolved · Score: 14.6

Guideline #602 Issue Resolved · Score: 14.6

Guideline #603 Issue Resolved · Score: 14.6

Guideline #732 Neutral · Score: 0.0

Guideline #620 Violated Low · Score: -7.3

Guideline #623 Violated Low · Score: -7.3

Guideline #622 Adhered Low · Score: 7.3

Guideline #673 Not Applicable · Score: 0.0

Guideline #624 Violated High · Score: -11.6

Account Selection & Creation: 9 guidelines · Score: -42.2

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Guideline #637 Violated 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 Violated High · Score: -14.6

Guideline #653 Violated Low · Score: -7.3

Guideline #676 Violated High · Score: -14.6

Guideline #665 Not Applicable · Score: 0.0

Guideline #640 Adhered Low · Score: 4.4

Customer & Address Information: 12 guidelines · Score: 84.4

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Guideline #731 Violated Low · Score: -10.2

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 Adhered 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 Adhered High · Score: 8.7

Gifting Flow & Features: 5 guidelines · Score: 20.4

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Guideline #647 Not Applicable · Score: 0.0

Guideline #650 Adhered High · Score: 14.6

Guideline #646 Adhered High · Score: 14.6

Guideline #649 Not Applicable · Score: 0.0

Guideline #645 Violated High · Score: -8.7

Shipping & Store Pickup: 11 guidelines · Score: 58.2

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Guideline #544 Adhered High · Score: 20.4

Guideline #547 Adhered High · Score: 17.5

Guideline #550 Adhered High · Score: 14.6

Guideline #543 Adhered High · Score: 14.6

Guideline #548 Violated High · Score: -11.6

Guideline #549 Adhered Low · Score: 2.9

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: -27.7

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Guideline #590 Violated Low · Score: -7.3

Guideline #671 Violated High · Score: -17.5

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: -4.4

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Guideline #582 Violated High · Score: -20.4

Guideline #594 Violated High · Score: -20.4

Guideline #587 Adhered High · Score: 20.4

Guideline #583 Adhered High · Score: 14.6

Guideline #588 Violated High · Score: -14.6

Guideline #577 Neutral · Score: 0.0

Guideline #584 Adhered Low · Score: 7.3

Guideline #591 Adhered High · Score: 11.6

Guideline #585 Violated High · Score: -8.7

Guideline #664 Adhered High · Score: 5.8

Order Review: 5 guidelines · Score: 46.6

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Guideline #552 Adhered High · Score: 20.4

Guideline #556 Adhered Low · Score: 8.7

Guideline #545 Adhered High · Score: 14.6

Guideline #551 Adhered High · Score: 14.6

Guideline #553 Violated High · Score: -11.6

Order Confirmation & E-Mail: 4 guidelines · Score: 8.7

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Guideline #599 Violated High · Score: -14.6

Guideline #596 Adhered Low · Score: 5.8

Guideline #598 Adhered High · Score: 8.7

Guideline #597 Adhered High · Score: 8.7

Form & Page Design: 10 guidelines · Score: 91.7

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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 Issue Resolved · Score: 8.7

Guideline #607 Adhered Low · Score: 4.4

Guideline #608 Adhered Low · Score: 4.4

Guideline #730 Adhered High · Score: 20.4

Guideline #679 Adhered High · Score: 20.4

Guideline #668 Adhered Low · Score: 7.3

Guideline #733 Adhered High · Score: 14.6

User Interactions & Distractions: 10 guidelines · Score: 133.9

‘State of the Art’

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Guideline #696 Adhered High · 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 Adhered High · Score: 8.7

Guideline #699 Adhered High · Score: 5.8

Cross-Sells: 4 guidelines · Score: 40.8

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Guideline #581 Adhered High · Score: 20.4

Guideline #579 Adhered High · Score: 14.6

Guideline #580 Issue Resolved · Score: 14.6

Guideline #578 Violated High · Score: -8.7

Validation Errors & Data Persistence: 10 guidelines · Score: 29.1

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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 Adhered High · Score: 20.4

Guideline #721 Neutral · Score: 0.0

Guideline #718 Violated High · Score: -17.5

Guideline #625 Not Applicable · Score: 0.0

Guideline #626 Not Applicable · Score: 0.0

Guideline #627 Not Applicable · Score: 0.0

Guideline #629 Not Applicable · Score: 0.0

Field Labels & Microcopy: 7 guidelines · Score: 36.4

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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 Violated Low · Score: -7.3

Guideline #690 Not Applicable · Score: 0.0

Guideline #689 Adhered High · Score: 8.7

Field Design & Features: 8 guidelines · Score: 72.8

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Guideline #674 Adhered High · Score: 20.4

Guideline #659 Adhered High · Score: 14.6

Guideline #669 Adhered High · Score: 14.6

Guideline #660 Adhered High · Score: 14.6

Guideline #658 Adhered High · Score: 8.7

Guideline #705 Violated Low · Score: -4.4

Guideline #670 Violated Low · Score: -4.4

Guideline #663 Issue Resolved · Score: 8.7

Default Values & Autocompletion: 8 guidelines · Score: 91.7

‘State of the Art’

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Guideline #555 Adhered High · Score: 20.4

Guideline #554 Adhered High · Score: 17.5

Guideline #568 Adhered High · Score: 17.5

Guideline #576 Adhered High · Score: 14.6

Guideline #572 Adhered High · Score: 17.5

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: 467.0

Mobile Homepage, Navigation, & Search: 12 guidelines · Score: -3.9

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Guideline #209 Violated Low · Score: -15.8

Guideline #116 Adhered Low · Score: 15.8

Guideline #130 Adhered High · Score: 23.6

Guideline #228 Adhered High · Score: 19.7

Guideline #210 Violated High · Score: -27.6

Guideline #211 Violated High · Score: -31.5

Guideline #229 Violated High · Score: -27.6

Guideline #230 Adhered High · Score: 27.6

Guideline #203 Violated High · Score: -23.6

Guideline #166 Not Applicable · Score: 0.0

Guideline #93 Adhered High · Score: 15.8

Guideline #91 Adhered High · Score: 19.7

Mobile Product Lists: 15 guidelines · Score: 23.6

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Guideline #90 Adhered High · Score: 31.5

Guideline #89 Adhered High · Score: 27.6

Guideline #79 Neutral · Score: 0.0

Guideline #233 Violated Low · Score: -9.9

Guideline #87 Violated Low · Score: -9.9

Guideline #76 Adhered High · Score: 23.6

Guideline #80 Neutral · Score: 0.0

Guideline #143 Violated High · Score: -19.7

Guideline #78 Not Applicable · Score: 0.0

Guideline #216 Not Applicable · Score: 0.0

Guideline #75 Neutral · Score: 0.0

Guideline #74 Violated High · Score: -7.9

Guideline #158 Not Applicable · Score: 0.0

Guideline #162 Not Applicable · Score: 0.0

Guideline #102 Violated High · Score: -11.8

Mobile Filtering & Sorting: 9 guidelines · Score: 49.3

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Guideline #212 Violated Low · Score: -13.8

Guideline #221 Adhered High · Score: 27.6

Guideline #215 Adhered High · Score: 19.7

Guideline #222 Adhered High · Score: 19.7

Guideline #68 Violated High · Score: -19.7

Guideline #232 Adhered High · Score: 19.7

Guideline #219 Violated High · Score: -15.8

Guideline #213 Neutral · Score: 0.0

Guideline #142 Adhered High · Score: 11.8

Mobile Product Page Layouts: 6 guidelines · Score: -29.6

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Guideline #111 Violated High · Score: -27.6

Guideline #144 Violated Low · Score: -11.8

Guideline #154 Violated 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: 112.3

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Guideline #159 Not Applicable · Score: 0.0

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 Violated High · Score: -15.8

Guideline #114 Adhered Low · Score: 3.9

Guideline #148 Neutral · Score: 0.0

Guideline #133 Adhered Low · Score: 9.9

Guideline #134 Not Applicable · Score: 0.0

Guideline #164 Not Applicable · Score: 0.0

Guideline #163 Not Applicable · Score: 0.0

Mobile Shopping Cart, Cost & Account: 10 guidelines · Score: -102.5

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Guideline #208 Adhered Low · Score: 9.9

Guideline #140 Violated Low · Score: -5.9

Guideline #104 Violated 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 Violated High · Score: -19.7

Guideline #179 Violated High · Score: -27.6

Guideline #180 Violated High · Score: -27.6

Guideline #185 Not Applicable · Score: 0.0

Mobile Checkout Information: 15 guidelines · Score: 96.5

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Guideline #120 Not Applicable · Score: 0.0

Guideline #108 Adhered Low · Score: 13.8

Guideline #168 Not Applicable · Score: 0.0

Guideline #167 Not Applicable · Score: 0.0

Guideline #139 Adhered High · Score: 23.6

Guideline #150 Not Applicable · Score: 0.0

Guideline #205 Adhered Low · Score: 9.9

Guideline #118 Adhered High · Score: 19.7

Guideline #194 Adhered High · Score: 19.7

Guideline #192 Adhered Low · Score: 3.9

Guideline #196 Violated High · Score: -7.9

Guideline #182 Adhered High · Score: 11.8

Guideline #193 Issue Resolved · Score: 11.8

Guideline #161 Violated High · Score: -15.8

Guideline #191 Adhered Low · Score: 5.9

Mobile Form Field Usability: 18 guidelines · Score: 254.2

‘State of the Art’

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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 Violated 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 Adhered High · Score: 31.5

Guideline #156 Adhered High · Score: 31.5

Guideline #160 Adhered Low · Score: 13.8

Guideline #157 Adhered Low · Score: 11.8

Guideline #145 Issue Resolved · Score: 23.6

Guideline #171 Adhered High · Score: 19.7

Guideline #184 Adhered High · Score: 15.8

Guideline #220 Adhered High · Score: 7.9

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: 35.5

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Guideline #119 Adhered High · Score: 27.6

Guideline #224 Violated Low · Score: -15.8

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, Sephora’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: Food & Drug

Overall Sephora ranks 28 when comparing their e-commerce UX performance against the 59 other major US e-commerce sites in the benchmark, and is the best performing site in the Food & Drug industry.

Poor
Acceptable
Good

1. Sephora