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American Eagle Outfitters' Checkout UX

This is a usability benchmark of the checkout experience of American Eagle Outfitters and 49 other sites. The overall performance of American Eagle Outfitters is acceptable. Notably, American Eagle Outfitters' checkout performance is hampered by broken Order Review and Credit Card Form, although this is helped somewhat by state of the art User Attention & Interactions and good Cross-Sells.

Rank: #15 of 50

Usability Score: 486

URL: ae.com

Reviewed by: Christian Vind

Poor
Acceptable
Good

Overall Checkout UX Performance

134 Guidelines · Score: 486.3

Shopping Cart & “Added to Cart” Behavior

10 Guidelines · Score: 41.9

Guideline #4: Violated High · Score: -12.0
Guideline #5: Issue Resolved · Score: 12.0
Guideline #6: Issue Resolved · Score: 12.0
Guideline #7: Adhered High · Score: 12.0
Guideline #8: Adhered Low · Score: 8.4
Guideline #9: Adhered High · Score: 12.0
Guideline #10: Violated High · Score: -12.0
Guideline #11: Violated High · Score: -12.0
Guideline #12: Adhered High · Score: 12.0
Guideline #13: Adhered High · Score: 9.6
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Account Selection & Creation

9 Guidelines · Score: 14.4

Guideline #14: Adhered High · Score: 16.7
Guideline #15: Issue Resolved · Score: 16.7
Guideline #16: Not Applicable · Score: 0.0
Guideline #17: Violated High · Score: -16.7
Guideline #18: Adhered Low · Score: 6.0
Guideline #19: Not Applicable · Score: 0.0
Guideline #20: Violated High · Score: -12.0
Guideline #21: Not Applicable · Score: 0.0
Guideline #22: Adhered Low · Score: 3.6
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Customer & Address Information

12 Guidelines · Score: 65.8

Guideline #23: Adhered High · Score: 16.7
Guideline #24: Adhered High · Score: 19.1
Guideline #25: Not Applicable · Score: 0.0
Guideline #26: Adhered High · Score: 16.7
Guideline #27: Issue Resolved · Score: 16.7
Guideline #28: Violated High · Score: -12.0
Guideline #29: Adhered High · Score: 12.0
Guideline #30: Violated Low · Score: -6.0
Guideline #31: Neutral · Score: 0.0
Guideline #32: Violated Low · Score: -4.8
Guideline #33: Not Applicable · Score: 0.0
Guideline #34: Adhered High · Score: 7.2
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Gifting Flow & Features

5 Guidelines · Score: -17.9

“Broken” Performance
Guideline #35: Not Applicable · Score: 0.0
Guideline #36: Violated High · Score: -12.0
Guideline #37: Violated Low · Score: -6.0
Guideline #38: Not Applicable · Score: 0.0
Guideline #39: Not Applicable · Score: 0.0
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Shipping & Store Pickup

11 Guidelines · Score: 4.8

“Broken” Performance
Guideline #40: Adhered High · Score: 16.7
Guideline #41: Violated Low · Score: -7.2
Guideline #42: Adhered High · Score: 12.0
Guideline #43: Adhered High · Score: 12.0
Guideline #44: Violated High · Score: -9.6
Guideline #45: Issue Resolved · Score: 4.8
Guideline #46: Violated High · Score: -12.0
Guideline #47: Violated High · Score: -12.0
Guideline #48: Violated Low · Score: -6.0
Guideline #49: Adhered Low · Score: 6.0
Guideline #50: Not Applicable · Score: 0.0
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Payment Flow & Methods (Incl. 3rd-Party)

8 Guidelines · Score: 21.5

Guideline #51: Adhered High · Score: 12.0
Guideline #52: Adhered Low · Score: 7.2
Guideline #53: Not Applicable · Score: 0.0
Guideline #54: Violated High · Score: -12.0
Guideline #55: Not Applicable · Score: 0.0
Guideline #56: Adhered High · Score: 9.6
Guideline #57: Adhered Low · Score: 4.8
Guideline #58: Not Applicable · Score: 0.0
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Credit Card Form

10 Guidelines · Score: -8.4

“Broken” Performance
Guideline #59: Violated High · Score: -16.7
Guideline #60: Violated High · Score: -16.7
Guideline #61: Violated High · Score: -16.7
Guideline #62: Issue Resolved · Score: 12.0
Guideline #63: Issue Resolved · Score: 12.0
Guideline #64: Neutral · Score: 0.0
Guideline #65: Adhered High · Score: 12.0
Guideline #66: Adhered Low · Score: 4.8
Guideline #67: Violated Low · Score: -3.6
Guideline #68: Adhered High · Score: 4.8
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Order Review

5 Guidelines · Score: 0.0

“Broken” Performance
Guideline #69: Not Applicable · Score: 0.0
Guideline #70: Not Applicable · Score: 0.0
Guideline #71: Not Applicable · Score: 0.0
Guideline #72: Not Applicable · Score: 0.0
Guideline #73: Not Applicable · Score: 0.0
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Order Confirmation & E-Mail

4 Guidelines · Score: 14.4

Guideline #74: Violated Low · Score: -6.0
Guideline #75: Adhered High · Score: 9.6
Guideline #76: Adhered High · Score: 7.2
Guideline #77: Adhered Low · Score: 3.6
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Page Design

6 Guidelines · Score: 21.5

Guideline #78: Adhered High · Score: 12.0
Guideline #79: Not Applicable · Score: 0.0
Guideline #80: Adhered High · Score: 9.6
Guideline #81: Not Applicable · Score: 0.0
Guideline #82: Violated Low · Score: -3.6
Guideline #83: Adhered Low · Score: 3.6
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User Attention & Interactions

6 Guidelines · Score: 67.0

“State of the Art” Performance
Guideline #84: Issue Resolved · Score: 16.7
Guideline #85: Adhered High · Score: 12.0
Guideline #86: Adhered High · Score: 12.0
Guideline #87: Adhered High · Score: 12.0
Guideline #88: Issue Resolved · Score: 14.4
Guideline #89: Not Applicable · Score: 0.0
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Cross-Sells

4 Guidelines · Score: 40.7

Guideline #90: Issue Resolved · Score: 16.7
Guideline #91: Issue Resolved · Score: 12.0
Guideline #92: Issue Resolved · Score: 12.0
Guideline #93: Not Applicable · Score: 0.0
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Form Design & Features

8 Guidelines · Score: 74.2

Guideline #94: Adhered High · Score: 16.7
Guideline #95: Issue Resolved · Score: 16.7
Guideline #96: Adhered High · Score: 16.7
Guideline #97: Neutral · Score: 0.0
Guideline #98: Adhered High · Score: 14.4
Guideline #99: Adhered High · Score: 12.0
Guideline #100: Violated High · Score: -7.2
Guideline #101: Adhered High · Score: 4.8
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Validation Errors & Data Persistence

6 Guidelines · Score: 38.3

Guideline #102: Adhered High · Score: 19.1
Guideline #103: Adhered High · Score: 19.1
Guideline #104: Violated High · Score: -16.7
Guideline #105: Adhered High · Score: 16.7
Guideline #106: Adhered High · Score: 14.4
Guideline #107: Violated High · Score: -14.4
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Address Validators

4 Guidelines · Score: 0.0

Guideline #108: Not Applicable · Score: 0.0
Guideline #109: Not Applicable · Score: 0.0
Guideline #110: Not Applicable · Score: 0.0
Guideline #111: Not Applicable · Score: 0.0
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Field Labels & Microcopy

7 Guidelines · Score: 47.8

Guideline #112: Violated Low · Score: -9.6
Guideline #113: Issue Resolved · Score: 16.7
Guideline #114: Adhered High · Score: 12.0
Guideline #115: Issue Resolved · Score: 9.6
Guideline #116: Adhered High · Score: 12.0
Guideline #117: Not Applicable · Score: 0.0
Guideline #118: Adhered High · Score: 7.2
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Field Design & Features

8 Guidelines · Score: 9.6

“Broken” Performance
Guideline #119: Violated High · Score: -16.7
Guideline #120: Violated High · Score: -12.0
Guideline #121: Adhered High · Score: 12.0
Guideline #122: Adhered High · Score: 12.0
Guideline #123: Adhered High · Score: 7.2
Guideline #124: Adhered High · Score: 7.2
Guideline #125: Violated High · Score: -7.2
Guideline #126: Issue Resolved · Score: 7.2
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Default Values & Autocompletion

8 Guidelines · Score: 41.9

Guideline #127: Violated High · Score: -16.7
Guideline #128: Adhered High · Score: 14.4
Guideline #129: Issue Resolved · Score: 14.4
Guideline #130: Adhered High · Score: 12.0
Guideline #131: Adhered High · Score: 14.4
Guideline #132: Violated Low · Score: -3.6
Guideline #133: Not Applicable · Score: 0.0
Guideline #134: Adhered High · Score: 7.2
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All 50 sites were benchmarked across the 134 guidelines from the E-Commerce Checkout usability study. During our evaluation, American Eagle Outfitters' checkout process adhered to 73 usability guidelines, violated 32, and scored neutral on 3 occasions, while a remaining 33 guidelines weren’t applicable.

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

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Industry Comparison: Apparel & Accessories

Overall American Eagle Outfitters ranks 15 when comparing their checkout UX performance against the 49 other major US e-commerce sites in the benchmark, and is the best performing site in the Apparel & Accessories industry.

Poor
Acceptable
Good

1. American Eagle Outfitters

3. Nike

7. Gilt

8. Gap

“Broken” Performance
“Broken” Performance
“Broken” Performance
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