Note: You have full access to this benchmark database in your Baymard Pro account.

Site Info

This is a usability benchmark of Nordstrom'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: Nordstrom Inc.

Website URL: shop.nordstrom.com

Industry: Apparel & Accessories

Rank: 15 of 100

Reviewed on: March 14, 2012

Reviewed by: Jamie Appleseed

Also in the: Homepage & Category Benchmark and E-Commerce Search Benchmark

Usability Evaluation

When reviewed on March 14, 2012, the e-commerce checkout process of Nordstrom adhered to 39 usability guidelines, violated 18, and scored neutral on 3 occasions, while a remaining 3 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 -15

Copywriting 81.7

Layout 133.3

Navigation 46.7

Flow 53.3

Focus 26.7

Total score: 327

  • Data Input Score: -15

    • Guideline #1 -26.7 Violated High
    • Guideline #2 20.0 Adhered High
    • Guideline #3 -20.0 Violated High
    • Guideline #4 20.0 Adhered High
    • Guideline #5 -6.7 Violated Low
    • Guideline #6 -13.3 Violated High
    • Guideline #7 3.3 Adhered Low
    • Guideline #8 10.0 Adhered High
    • Guideline #9 -10.0 Violated High
    • Guideline #10 5.0 Adhered Low
    • Guideline #11 -6.7 Violated High
    • Guideline #12 6.7 Adhered High
    • Guideline #13 0 Not Applicable
    • Guideline #14 6.7 Issue Resolved
    • Guideline #15 -3.3 Violated Low
  • Copywriting Score: 81.7

    • Guideline #16 26.7 Adhered High
    • Guideline #17 20.0 Adhered High
    • Guideline #18 20.0 Issue Resolved
    • Guideline #19 16.7 Adhered High
    • Guideline #20 -8.3 Violated Low
    • Guideline #21 13.3 Adhered High
    • Guideline #22 -3.3 Violated Low
    • Guideline #23 -3.3 Violated Low
  • Layout Score: 133.3

    • Guideline #24 23.3 Adhered High
    • Guideline #25 23.3 Adhered High
    • Guideline #26 23.3 Adhered High
    • Guideline #27 16.7 Adhered High
    • Guideline #28 8.3 Adhered Low
    • Guideline #29 16.7 Adhered High
    • Guideline #30 -10.0 Violated Low
    • Guideline #31 5.0 Adhered Low
    • Guideline #32 10.0 Adhered High
    • Guideline #33 0 Neutral
    • Guideline #34 0 Not Applicable
    • Guideline #35 3.3 Adhered Low
    • Guideline #36 6.7 Adhered High
    • Guideline #37 6.7 Issue Resolved
    • Guideline #38 0 Neutral
  • Navigation Score: 46.7

    • Guideline #39 20.0 Adhered High
    • Guideline #40 20.0 Adhered High
    • Guideline #41 20.0 Adhered High
    • Guideline #42 -16.7 Violated High
    • Guideline #43 6.7 Adhered Low
    • Guideline #44 -6.7 Violated Low
    • Guideline #45 0 Not Applicable
    • Guideline #46 3.3 Adhered Low
  • Flow Score: 53.3

    • Guideline #47 23.3 Adhered High
    • Guideline #48 0 Neutral
    • Guideline #49 -11.7 Violated Low
    • Guideline #50 8.3 Adhered Low
    • Guideline #51 13.3 Adhered High
    • Guideline #52 6.7 Adhered Low
    • Guideline #53 13.3 Issue Resolved
  • Focus Score: 26.7

    • Guideline #54 26.7 Adhered High
    • Guideline #55 -26.7 Violated High
    • Guideline #56 16.7 Adhered High
    • Guideline #57 8.3 Adhered Low
    • Guideline #58 -16.7 Violated High
    • Guideline #59 16.7 Adhered High
    • Guideline #60 8.3 Adhered Low
    • Guideline #61 -6.7 Violated Low
    • Guideline #62 6.7 Adhered High
    • Guideline #63 -6.7 Violated High

Industry Comparison

A total of 22 sites were benchmarked in the Apparel & Accessories industry, of which Nordstrom ranks 3. This makes the site...

Checkout Design

The checkout process of Nordstrom is 4 steps long and has been marked up with 38 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 4 Cart

In this checkout step there's 5 highlights (pro only) outlining what Nordstrom are doing right and wrong.

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

Nordstrom's Cart Checkout Step

Guideline #20

This content is only available in Baymard Pro – get full access.

Guideline #50

This content is only available in Baymard Pro – get full access.

Guideline #27

This content is only available in Baymard Pro – get full access.

Checkout Step 2 of 4 Account

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

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

Nordstrom's Account Checkout Step

Guideline #25

This content is only available in Baymard Pro – get full access.

Guideline #43

This content is only available in Baymard Pro – get full access.

Checkout Step 3 of 4 Shipping address, Billing address

In this checkout step there's 17 highlights (pro only) outlining what Nordstrom are doing right and wrong.

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

Nordstrom's Shipping address and Billing address Checkout Step

Guideline #10

This content is only available in Baymard Pro – get full access.

Guideline #42

This content is only available in Baymard Pro – get full access.

Guideline #56

This content is only available in Baymard Pro – get full access.

Guideline #15

This content is only available in Baymard Pro – get full access.

Guideline #6

This content is only available in Baymard Pro – get full access.

Guideline #1

This content is only available in Baymard Pro – get full access.

Guideline #8

This content is only available in Baymard Pro – get full access.

Guideline #55

This content is only available in Baymard Pro – get full access.

Guideline #54

This content is only available in Baymard Pro – get full access.

Guideline #9

This content is only available in Baymard Pro – get full access.

Guideline #16

This content is only available in Baymard Pro – get full access.

Guideline #11

This content is only available in Baymard Pro – get full access.

Checkout Step 4 of 4 Payment, Order review

In this checkout step there's 14 highlights (pro only) outlining what Nordstrom are doing right and wrong.

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

Nordstrom's Payment and Order review Checkout Step

Guideline #44

This content is only available in Baymard Pro – get full access.

Guideline #49

This content is only available in Baymard Pro – get full access.

Guideline #58

This content is only available in Baymard Pro – get full access.

Guideline #59

This content is only available in Baymard Pro – get full access.

Guideline #57

This content is only available in Baymard Pro – get full access.

Guideline #21

This content is only available in Baymard Pro – get full access.

Guideline #35

This content is only available in Baymard Pro – get full access.

Guideline #51

This content is only available in Baymard Pro – get full access.

Guideline #52

This content is only available in Baymard Pro – get full access.

Guideline #63

This content is only available in Baymard Pro – get full access.

Guideline #28

This content is only available in Baymard Pro – get full access.

Guideline #30

This content is only available in Baymard Pro – get full access.

Close overlay