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Site Info

This is a usability benchmark of Apple's checkout process. In total, 100 sites have been benchmarked across 63 usability guidelines from the E-Commerce Checkout research study. You can also navigate the sites by checkout step.

Legal name: Apple Inc.

Website URL: store.apple.com/us

Industry: Electronics

Rank: 34 of 100

Reviewed on: March 6, 2012

Reviewed by: Christian Holst

Usability Evaluation

When reviewed on March 6, 2012, the e-commerce checkout process of Apple adhered to 40 usability guidelines, violated 16, and scored neutral on 5 occasions, while a remaining 2 guidelines weren’t applicable.

To read each guideline and review your own sites, you’ll need Pro access.

See methodology to read up on the evaluation criteria and scoring algorithm.

Show detailed score breakdown

Benchmark averages

Data Input -24.6

Copywriting -8.2

Layout 78.7

Navigation 86.9

Flow 63.9

Focus 77

Total score: 274

  • Data Input Score: -24.6

    • Guideline #1 -26.2 Violated High
    • Guideline #2 -19.7 Violated High
    • Guideline #3 -9.8 Violated Low
    • Guideline #4 19.7 Adhered High
    • Guideline #5 -13.1 Violated High
    • Guideline #6 -13.1 Violated High
    • Guideline #7 3.3 Adhered Low
    • Guideline #8 4.9 Adhered Low
    • Guideline #9 9.8 Adhered High
    • Guideline #10 9.8 Issue Resolved
    • Guideline #11 6.6 Adhered High
    • Guideline #12 -6.6 Violated High
    • Guideline #13 0 Not Applicable
    • Guideline #14 6.6 Adhered High
    • Guideline #15 3.3 Adhered Low
  • Copywriting Score: -8.2

    • Guideline #16 -13.1 Violated Low
    • Guideline #17 19.7 Adhered High
    • Guideline #18 -19.7 Violated High
    • Guideline #19 16.4 Adhered High
    • Guideline #20 -8.2 Violated Low
    • Guideline #21 -13.1 Violated High
    • Guideline #22 6.6 Adhered High
    • Guideline #23 3.3 Adhered Low
  • Layout Score: 78.7

    • Guideline #24 23.0 Adhered High
    • Guideline #25 11.5 Adhered Low
    • Guideline #26 -11.5 Violated Low
    • Guideline #27 16.4 Adhered High
    • Guideline #28 16.4 Adhered High
    • Guideline #29 16.4 Adhered High
    • Guideline #30 -19.7 Violated High
    • Guideline #31 4.9 Adhered Low
    • Guideline #32 9.8 Adhered High
    • Guideline #33 9.8 Adhered High
    • Guideline #34 -4.9 Violated Low
    • Guideline #35 -6.6 Violated High
    • Guideline #36 0 Neutral
    • Guideline #37 6.6 Adhered High
    • Guideline #38 6.6 Adhered High
  • Navigation Score: 86.9

    • Guideline #39 19.7 Issue Resolved
    • Guideline #40 19.7 Adhered High
    • Guideline #41 19.7 Issue Resolved
    • Guideline #42 8.2 Adhered Low
    • Guideline #43 0 Neutral
    • Guideline #44 13.1 Adhered High
    • Guideline #45 0 Neutral
    • Guideline #46 6.6 Adhered High
  • Flow Score: 63.9

    • Guideline #47 23.0 Adhered High
    • Guideline #48 0 Neutral
    • Guideline #49 11.5 Adhered Low
    • Guideline #50 16.4 Adhered High
    • Guideline #51 13.1 Adhered High
    • Guideline #52 13.1 Adhered High
    • Guideline #53 -13.1 Violated High
  • Focus Score: 77

    • Guideline #54 26.2 Adhered High
    • Guideline #55 -26.2 Violated High
    • Guideline #56 0 Neutral
    • Guideline #57 8.2 Adhered Low
    • Guideline #58 16.4 Adhered High
    • Guideline #59 16.4 Issue Resolved
    • Guideline #60 16.4 Issue Resolved
    • Guideline #61 13.1 Adhered High
    • Guideline #62 0 Not Applicable
    • Guideline #63 6.6 Adhered High

Industry Comparison

A total of 14 sites were benchmarked in the Electronics industry, of which Apple ranks 3. This makes the site...

Not as good as:

Checkout Design

The checkout process of Apple is 7 steps long and has been marked up with 30 examples of usability best (and worst) practices.

Tip: See the full-size screenshots by clicking the thumbnails below or clicking the arrows on the edge of the page.

Checkout Step 1 of 7 Cart

In this checkout step there's 4 highlights (pro only) outlining what Apple are doing right and wrong.

Tip: Navigate using the arrows on the left and right of the page.

Apple's Cart Checkout Step

Guideline #50

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Guideline #61

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Guideline #51

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Checkout Step 2 of 7 Account

In this checkout step there's 2 highlights (pro only) outlining what Apple are doing right and wrong.

Tip: Navigate using the arrows on the left and right of the page.

Apple's Account Checkout Step

Guideline #25

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Checkout Step 3 of 7 Shipping address

In this checkout step there's 9 highlights (pro only) outlining what Apple are doing right and wrong.

Tip: Navigate using the arrows on the left and right of the page.

Apple's Shipping address Checkout Step

Guideline #12

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Guideline #9

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Guideline #6

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Guideline #2

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Guideline #24

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Guideline #14

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Checkout Step 4 of 7 Delivery options

In this checkout step there's 2 highlights (pro only) outlining what Apple are doing right and wrong.

Tip: Navigate using the arrows on the left and right of the page.

Apple's Delivery options Checkout Step

Guideline #52

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Guideline #29

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Checkout Step 5 of 7 Billing address, Payment

In this checkout step there's 8 highlights (pro only) outlining what Apple are doing right and wrong.

Tip: Navigate using the arrows on the left and right of the page.

Apple's Billing address and Payment Checkout Step

Guideline #1

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Guideline #63

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Guideline #18

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Guideline #2

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Guideline #58

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Guideline #21

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Guideline #11

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Checkout Step 6 of 7 Account

In this checkout step there's 4 highlights (pro only) outlining what Apple are doing right and wrong.

Tip: Navigate using the arrows on the left and right of the page.

Apple's Account Checkout Step

Guideline #55

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Guideline #54

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Guideline #42

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Guideline #21

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Checkout Step 7 of 7 Order review

In this checkout step there's 1 highlight (pro only) outlining what Apple are doing right and wrong.

Tip: Navigate using the arrows on the left and right of the page.

Apple's Order review Checkout Step

Guideline #35

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Explore Further

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