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Homepage scorecard · Sat Oct 31, 2026

Kohl’s

Verdict · rubric v1.0, pre-calibration

Strong

37/40

Lowest dimension
Call to action, 3/5
Screenshot of the Kohl’s homepage on Oct 31, 2026, phone, above the fold
Oct 31, 2026 · phone, above the fold
Homepage URL
https://www.kohls.com/
Vertical
Department & mass
Kind
Storefront

Dimensions

  • HeadlineJudgment

    Both checks pass. Product category in view: Category pill "Home" is visible at the bottom; the Burt's Bees banner mentions gifts. Coupons are all that is above.

  • Value & differentiationJudgment

    All 3 checks pass. Concrete benefit: Specific claims: "$10 off your purchase of $50 or more" and "Plus, earn Kohl's Cash" program, a checkable number and program.

  • Design & hierarchyBoth

    4 of 5 checks pass. Heading in first screen: fail.

  • Copy & voiceJudgment

    Both checks pass. Original wording: The Burt's Bees banner says "Merry to the Max. Gifts for all your faves.", a turn of phrase beyond stock copy.

  • Call to actionBoth

    1 of 2 checks pass. Main button label: Most prominent buttons are the red pills "$10 & Under" and "Home", which are price and noun labels, not imperative verbs.

  • RelevanceBoth

    Both checks pass. Guest access: Offers and coupons are visible with a "Sign In" link only in the header; no sign-in wall or personalized greeting.

  • TrustBoth

    Both checks pass. Logo in header: KOHL'S wordmark is clearly legible in the header at top left.

  • Technical hygieneCheck

    4 of 5 checks pass. Text size: fail.

Checks

  • PassProduct category in viewCategory pill "Home" is visible at the bottom; the Burt's Bees banner mentions gifts. Coupons are all that is above. No modal covers the page.
  • PassPage heading
  • PassLive hero text
  • PassHero offerHero shows "Take $10 off your purchase of $50 or more with coupon" and "Take an extra 20% off" holiday gift promotion, unobstructed.
  • FailHeading in first screen
  • FailText size
  • PassSingle focal pointHoliday gift hero with $10 off and 20% off cards spans about 1160 to 1830 px of 2001, over 40% of the fold, clear figure-ground.
  • PassMain button in first screen
  • FailMain button labelMost prominent buttons are the red pills "$10 & Under" and "Home", which are price and noun labels, not imperative verbs.
  • PassSearch in first screen
  • PassMenu button
  • PassOpen search box
  • PassHTTPS certificate
  • PassImage loading
  • PassLogo in headerKOHL'S wordmark is clearly legible in the header at top left.
  • PassOverlay size
  • PassFirst screen unobstructedNo email or SMS modal is present; the page shows header, coupons, banners and hero unobstructed.
  • PassPage load
  • PassConcrete benefitSpecific claims: "$10 off your purchase of $50 or more" and "Plus, earn Kohl's Cash" program, a checkable number and program.
  • PassStore-specific benefit"earn Kohl's Cash" names the store's own rewards program, which competitors would not offer in the same words.
  • PassOffer termsOffers show amounts and minimum spend plus "details" links, e.g. "$10 off", "$50 or more", "details".
  • PassOriginal wordingThe Burt's Bees banner says "Merry to the Max. Gifts for all your faves.", a turn of phrase beyond stock copy.
  • PassTyposNo misspellings or grammar errors visible; the cut-off "toda" and "Sh" are screen edge truncation.
  • PassGuest accessOffers and coupons are visible with a "Sign In" link only in the header; no sign-in wall or personalized greeting.
  • PassCurrency and region
  • PassContact or help link

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