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Apple’s Checkout UX

This is a usability benchmark of the checkout experience of Apple and 99 other sites. The overall performance of Apple is decent. For instance, Apple's checkout has state of the art Navigation and Flow yet suffers from broken Data Input and Copywriting.

Rank: #34 of 100

Usability Score: 615

URL: store.apple.com/us

Reviewed by: Christian Holst

Poor
Acceptable
Good

Overall Checkout UX Performance

63 Guidelines · Score: 615.5

Data Input

15 Guidelines · Score: -55.2

“Broken” Performance
Guideline #1: Violated High · Score: -58.9
Guideline #2: Violated High · Score: -44.2
Guideline #3: Violated Low · Score: -22.1
Guideline #4: Adhered High · Score: 44.2
Guideline #5: Violated High · Score: -29.5
Guideline #6: Violated High · Score: -29.5
Guideline #7: Adhered Low · Score: 7.4
Guideline #8: Adhered Low · Score: 11.0
Guideline #9: Adhered High · Score: 22.1
Guideline #10: Issue Resolved · Score: 22.1
Guideline #11: Adhered High · Score: 14.7
Guideline #12: Violated High · Score: -14.7
Guideline #13: Not Applicable · Score: 0.0
Guideline #14: Adhered High · Score: 14.7
Guideline #15: Adhered Low · Score: 7.4
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Copywriting

8 Guidelines · Score: -18.4

“Broken” Performance
Guideline #16: Violated Low · Score: -29.5
Guideline #17: Adhered High · Score: 44.2
Guideline #18: Violated High · Score: -44.2
Guideline #19: Adhered High · Score: 36.8
Guideline #20: Violated Low · Score: -18.4
Guideline #21: Violated High · Score: -29.5
Guideline #22: Adhered High · Score: 14.7
Guideline #23: Adhered Low · Score: 7.4
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Layout

15 Guidelines · Score: 176.7

Guideline #24: Adhered High · Score: 51.6
Guideline #25: Adhered Low · Score: 25.8
Guideline #26: Violated Low · Score: -25.8
Guideline #27: Adhered High · Score: 36.8
Guideline #28: Adhered High · Score: 36.8
Guideline #29: Adhered High · Score: 36.8
Guideline #30: Violated High · Score: -44.2
Guideline #31: Adhered Low · Score: 11.0
Guideline #32: Adhered High · Score: 22.1
Guideline #33: Adhered High · Score: 22.1
Guideline #34: Violated Low · Score: -11.0
Guideline #35: Violated High · Score: -14.7
Guideline #36: Neutral · Score: 0.0
Guideline #37: Adhered High · Score: 14.7
Guideline #38: Adhered High · Score: 14.7
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Navigation

8 Guidelines · Score: 195.2

“State of the Art” Performance
Guideline #39: Issue Resolved · Score: 44.2
Guideline #40: Adhered High · Score: 44.2
Guideline #41: Issue Resolved · Score: 44.2
Guideline #42: Adhered Low · Score: 18.4
Guideline #43: Neutral · Score: 0.0
Guideline #44: Adhered High · Score: 29.5
Guideline #45: Neutral · Score: 0.0
Guideline #46: Adhered High · Score: 14.7
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Flow

7 Guidelines · Score: 143.6

“State of the Art” Performance
Guideline #47: Adhered High · Score: 51.6
Guideline #48: Neutral · Score: 0.0
Guideline #49: Adhered Low · Score: 25.8
Guideline #50: Adhered High · Score: 36.8
Guideline #51: Adhered High · Score: 29.5
Guideline #52: Adhered High · Score: 29.5
Guideline #53: Violated High · Score: -29.5
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Focus

10 Guidelines · Score: 173.1

Guideline #54: Adhered High · Score: 58.9
Guideline #55: Violated High · Score: -58.9
Guideline #56: Neutral · Score: 0.0
Guideline #57: Adhered Low · Score: 18.4
Guideline #58: Adhered High · Score: 36.8
Guideline #59: Issue Resolved · Score: 36.8
Guideline #60: Issue Resolved · Score: 36.8
Guideline #61: Adhered High · Score: 29.5
Guideline #62: Not Applicable · Score: 0.0
Guideline #63: Adhered High · Score: 14.7
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All 100 sites were benchmarked across the 63 guidelines from the E-Commerce Checkout usability study. During our evaluation, Apple's checkout process adhered to 40 usability guidelines, violated 16, and scored neutral on 5 occasions, while a remaining 2 guidelines weren’t applicable.

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

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Industry Comparison: Electronics

Overall Apple ranks 34 when comparing their checkout UX performance against the 99 other major US e-commerce sites in the benchmark, and ranks 3 in the Electronics industry.

Poor
Acceptable
Good

3. Apple

4. J&R

6. HP

7. Dell

8. Zones

9. CDW

10. Sony

11. Best Buy

13. PC Mall

“Broken” Performance

14. Newegg

“Broken” Performance

2 More UX Case Studies of Apple

There’s also E-Commerce Checkout benchmark reviews of Apple available from other years: 2016

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