Benchmark Overview

Vitacost’s E-Commerce UX

This is a case study of Vitacost’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

Vitacost’s Cart & Checkout performance is mediocre. Some of Vitacost’s biggest checkout usability issues are due to mediocre Copywriting, poor Focus, and broken Data Input.

Vitacost’s Mobile E-Commerce performance is mediocre. Notably, Vitacost’s mobile performance is hampered by mediocre Mobile Form Field Usability and poor Mobile Product Lists, although this is helped somewhat by state of the art Mobile Product Page Layouts and good Touch Keyboards.

Poor
Acceptable
Good

Cart & Checkout: 63 guidelines · Score: 269.5

Data Input: 15 guidelines · Score: -97.3

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Guideline #1 Violated High · Score: -59.9

Guideline #2 Violated High · Score: -44.9

Guideline #3 Violated Low · Score: -22.5

Guideline #4 Adhered High · Score: 44.9

Guideline #5 Violated Low · Score: -15.0

Guideline #6 Violated High · Score: -29.9

Guideline #7 Violated High · Score: -15.0

Guideline #8 Issue Resolved · Score: 22.5

Guideline #9 Violated High · Score: -22.5

Guideline #10 Issue Resolved · Score: 22.5

Guideline #11 Violated High · Score: -15.0

Guideline #12 Adhered High · Score: 15.0

Guideline #13 Not Applicable · Score: 0.0

Guideline #14 Issue Resolved · Score: 15.0

Guideline #15 Adhered Low · Score: 7.5

Copywriting: 8 guidelines · Score: 26.2

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Guideline #16 Violated High · Score: -59.9

Guideline #17 Adhered High · Score: 44.9

Guideline #18 Adhered High · Score: 44.9

Guideline #19 Adhered High · Score: 37.4

Guideline #20 Violated Low · Score: -18.7

Guideline #21 Violated High · Score: -29.9

Guideline #22 Adhered High · Score: 15.0

Guideline #23 Violated Low · Score: -7.5

Layout: 15 guidelines · Score: 142.2

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Guideline #24 Adhered Low · Score: 26.2

Guideline #25 Adhered High · Score: 52.4

Guideline #26 Adhered High · Score: 52.4

Guideline #27 Violated High · Score: -37.4

Guideline #29 Violated Low · Score: -18.7

Guideline #30 Issue Resolved · Score: 37.4

Guideline #31 Violated High · Score: -44.9

Guideline #32 Adhered High · Score: 22.5

Guideline #33 Adhered High · Score: 22.5

Guideline #34 Adhered High · Score: 22.5

Guideline #35 Violated High · Score: -22.5

Guideline #36 Violated Low · Score: -7.5

Guideline #37 Adhered High · Score: 15.0

Guideline #38 Adhered High · Score: 15.0

Guideline #39 Adhered Low · Score: 7.5

Navigation: 8 guidelines · Score: 89.8

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Guideline #40 Adhered High · Score: 44.9

Guideline #41 Adhered High · Score: 44.9

Guideline #42 Issue Resolved · Score: 44.9

Guideline #43 Violated High · Score: -37.4

Guideline #44 Neutral · Score: 0.0

Guideline #45 Adhered High · Score: 29.9

Guideline #46 Violated High · Score: -22.5

Guideline #47 Violated High · Score: -15.0

Flow: 7 guidelines · Score: 63.6

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Guideline #48 Adhered High · Score: 52.4

Guideline #49 Neutral · Score: 0.0

Guideline #50 Violated High · Score: -52.4

Guideline #51 Adhered Low · Score: 18.7

Guideline #52 Violated Low · Score: -15.0

Guideline #53 Adhered High · Score: 29.9

Guideline #54 Issue Resolved · Score: 29.9

Focus: 10 guidelines · Score: 44.9

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Guideline #55 Adhered High · Score: 59.9

Guideline #56 Violated High · Score: -59.9

Guideline #57 Violated High · Score: -37.4

Guideline #58 Not Applicable · Score: 0.0

Guideline #59 Violated High · Score: -37.4

Guideline #60 Issue Resolved · Score: 37.4

Guideline #61 Issue Resolved · Score: 37.4

Guideline #62 Issue Resolved · Score: 29.9

Guideline #63 Not Applicable · Score: 0.0

Guideline #64 Issue Resolved · Score: 15.0

Mobile E-Commerce: 144 guidelines · Score: 441.4

Mobile Homepage, Navigation, & Search: 12 guidelines · Score: 23.6

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Guideline #209 Adhered High · Score: 31.5

Guideline #116 Adhered High · Score: 31.5

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 Adhered Low · Score: 13.8

Guideline #230 Violated Low · Score: -13.8

Guideline #203 Violated High · Score: -23.6

Guideline #166 Not Applicable · Score: 0.0

Guideline #93 Not Applicable · Score: 0.0

Guideline #91 Not Applicable · Score: 0.0

Mobile Product Lists: 15 guidelines · Score: -9.9

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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 Violated High · Score: -19.7

Guideline #87 Adhered High · Score: 19.7

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 Violated High · Score: -15.8

Guideline #74 Adhered 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: 76.8

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Guideline #212 Adhered High · Score: 27.6

Guideline #221 Adhered High · Score: 27.6

Guideline #215 Adhered High · Score: 19.7

Guideline #222 Violated Low · Score: -9.9

Guideline #68 Violated High · Score: -19.7

Guideline #232 Adhered High · Score: 19.7

Guideline #219 Adhered High · Score: 15.8

Guideline #213 Violated High · Score: -15.8

Guideline #142 Adhered High · Score: 11.8

Mobile Product Page Layouts: 6 guidelines · Score: 80.8

‘State of the Art’

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Guideline #111 Adhered High · Score: 27.6

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: 126.1

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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 Violated High · Score: -27.6

Guideline #113 Adhered High · Score: 27.6

Guideline #112 Issue Resolved · 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 Not Applicable · Score: 0.0

Guideline #163 Not Applicable · Score: 0.0

Mobile Shopping Cart, Cost & Account: 10 guidelines · Score: -59.1

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Guideline #208 Adhered Low · Score: 9.9

Guideline #140 Violated High · Score: -11.8

Guideline #104 Violated High · Score: -31.5

Guideline #103 Not Applicable · Score: 0.0

Guideline #107 Neutral · Score: 0.0

Guideline #106 Violated High · Score: -19.7

Guideline #127 Violated High · Score: -19.7

Guideline #179 Adhered High · Score: 27.6

Guideline #180 Violated Low · Score: -13.8

Guideline #185 Not Applicable · Score: 0.0

Mobile Checkout Information: 15 guidelines · Score: 94.6

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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 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 High · Score: 7.9

Guideline #196 Adhered High · Score: 7.9

Guideline #182 Adhered High · Score: 11.8

Guideline #193 Violated High · Score: -11.8

Guideline #161 Violated High · Score: -15.8

Guideline #191 Violated Low · Score: -5.9

Mobile Form Field Usability: 18 guidelines · Score: 65.0

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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 High · Score: 7.9

Guideline #181 Not Applicable · Score: 0.0

Guideline #197 Not Applicable · Score: 0.0

Guideline #155 Violated Low · Score: -15.8

Guideline #156 Violated High · Score: -31.5

Guideline #160 Violated High · Score: -27.6

Guideline #157 Adhered Low · Score: 11.8

Guideline #145 Violated Low · Score: -11.8

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: 67.0

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Guideline #71 Adhered Low · Score: 11.8

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 Adhered High · Score: 27.6

Guideline #224 Violated High · Score: -31.5

Guideline #226 Violated High · Score: -23.6

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, Vitacost’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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