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Nordstrom’s Checkout UX

This is a usability benchmark of the checkout experience of Nordstrom and 49 other sites. The overall performance of Nordstrom is decent. For instance, Nordstrom's checkout has state of the art Shipping & Store Pickup and Order Review yet suffers from broken Order Confirmation & E-Mail and Cross-Sells.

Rank: #7 of 50

Usability Score: 622

URL: shop.nordstrom.com

Reviewed by: Lauryn Smith

Poor
Acceptable
Good

Overall Checkout UX Performance

134 Guidelines · Score: 622.3

Shopping Cart & “Added to Cart” Behavior

10 Guidelines · Score: 40.7

Guideline #4: Adhered 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: Violated Low · Score: -6.0
Guideline #10: Violated High · Score: -12.0
Guideline #11: Adhered High · Score: 12.0
Guideline #12: Not Applicable · Score: 0.0
Guideline #13: Violated High · Score: -9.6
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Account Selection & Creation

9 Guidelines · Score: 21.5

Guideline #14: Adhered High · Score: 16.7
Guideline #15: Violated Low · Score: -8.4
Guideline #16: Not Applicable · Score: 0.0
Guideline #17: Neutral · Score: 0.0
Guideline #18: Adhered Low · Score: 6.0
Guideline #19: Violated Low · Score: -6.0
Guideline #20: Adhered Low · Score: 6.0
Guideline #21: Not Applicable · Score: 0.0
Guideline #22: Adhered High · Score: 7.2
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Customer & Address Information

12 Guidelines · Score: 64.6

Guideline #23: Adhered High · Score: 16.7
Guideline #24: Adhered High · Score: 19.1
Guideline #25: Not Applicable · Score: 0.0
Guideline #26: Issue Resolved · 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 High · Score: -12.0
Guideline #31: Not Applicable · Score: 0.0
Guideline #32: Not Applicable · Score: 0.0
Guideline #33: Not Applicable · Score: 0.0
Guideline #34: Adhered High · Score: 7.2
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Gifting Flow & Features

5 Guidelines · Score: 20.3

Guideline #35: Violated High · Score: -16.7
Guideline #36: Adhered High · Score: 12.0
Guideline #37: Adhered High · Score: 12.0
Guideline #38: Adhered Low · Score: 6.0
Guideline #39: Adhered High · Score: 7.2
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Shipping & Store Pickup

11 Guidelines · Score: 86.1

“State of the Art” Performance
Guideline #40: Adhered High · Score: 16.7
Guideline #41: Adhered High · Score: 14.4
Guideline #42: Adhered High · Score: 12.0
Guideline #43: Adhered High · Score: 12.0
Guideline #44: Violated Low · Score: -4.8
Guideline #45: Issue Resolved · Score: 4.8
Guideline #46: Violated High · Score: -12.0
Guideline #47: Adhered High · Score: 12.0
Guideline #48: Adhered High · Score: 12.0
Guideline #49: Adhered High · Score: 12.0
Guideline #50: Adhered High · Score: 7.2
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Payment Flow & Methods (Incl. 3rd-Party)

8 Guidelines · Score: 2.4

“Broken” Performance
Guideline #51: Not Applicable · Score: 0.0
Guideline #52: Violated Low · Score: -7.2
Guideline #53: Not Applicable · Score: 0.0
Guideline #54: Neutral · Score: 0.0
Guideline #55: Not Applicable · Score: 0.0
Guideline #56: Not Applicable · Score: 0.0
Guideline #57: Adhered High · Score: 9.6
Guideline #58: Not Applicable · Score: 0.0
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Credit Card Form

10 Guidelines · Score: 37.1

Guideline #59: Violated High · Score: -16.7
Guideline #60: Violated High · Score: -16.7
Guideline #61: Adhered High · Score: 16.7
Guideline #62: Adhered High · 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 High · Score: 9.6
Guideline #67: Adhered Low · Score: 3.6
Guideline #68: Adhered High · Score: 4.8
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Order Review

5 Guidelines · Score: 38.3

“State of the Art” Performance
Guideline #69: Adhered High · Score: 16.7
Guideline #70: Adhered Low · Score: 7.2
Guideline #71: Adhered High · Score: 12.0
Guideline #72: Adhered High · Score: 12.0
Guideline #73: Violated High · Score: -9.6
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Order Confirmation & E-Mail

4 Guidelines · Score: -8.4

“Broken” Performance
Guideline #74: Violated Low · Score: -6.0
Guideline #75: Violated High · Score: -9.6
Guideline #76: Adhered High · Score: 7.2
Guideline #77: Not Applicable · Score: 0.0
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Page Design

6 Guidelines · Score: 20.3

Guideline #78: Adhered High · Score: 12.0
Guideline #79: Violated High · Score: -12.0
Guideline #80: Adhered High · Score: 9.6
Guideline #81: Issue Resolved · Score: 7.2
Guideline #82: Adhered High · Score: 7.2
Guideline #83: Violated Low · Score: -3.6
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User Attention & Interactions

6 Guidelines · Score: 43.1

Guideline #84: Issue Resolved · Score: 16.7
Guideline #85: Violated 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: -3.6

“Broken” Performance
Guideline #90: Issue Resolved · Score: 16.7
Guideline #91: Violated High · Score: -12.0
Guideline #92: Violated High · Score: -12.0
Guideline #93: Adhered Low · Score: 3.6
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Form Design & Features

8 Guidelines · Score: 41.9

Guideline #94: Adhered Low · Score: 8.4
Guideline #95: Issue Resolved · Score: 16.7
Guideline #96: Neutral · Score: 0.0
Guideline #97: Neutral · Score: 0.0
Guideline #98: Adhered Low · Score: 7.2
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: 45.4

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: Neutral · Score: 0.0
Guideline #107: Adhered Low · Score: 7.2
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Address Validators

4 Guidelines · Score: 21.5

Guideline #108: Adhered High · Score: 14.4
Guideline #109: Adhered High · Score: 14.4
Guideline #110: Violated High · Score: -7.2
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: Adhered High · Score: 16.7
Guideline #114: Adhered High · Score: 12.0
Guideline #115: Adhered High · 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: 25.1

Guideline #119: Adhered High · Score: 16.7
Guideline #120: Adhered High · Score: 12.0
Guideline #121: Violated High · Score: -12.0
Guideline #122: Adhered High · Score: 12.0
Guideline #123: Violated High · Score: -7.2
Guideline #124: Not Applicable · Score: 0.0
Guideline #125: Violated Low · Score: -3.6
Guideline #126: Issue Resolved · Score: 7.2
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Default Values & Autocompletion

8 Guidelines · Score: 61.0

Guideline #127: Adhered High · Score: 16.7
Guideline #128: Adhered High · Score: 14.4
Guideline #129: Adhered High · Score: 14.4
Guideline #130: Adhered High · Score: 12.0
Guideline #131: Not Applicable · Score: 0.0
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, Nordstrom's checkout process adhered to 82 usability guidelines, violated 30, and scored neutral on 6 occasions, while a remaining 23 guidelines weren’t applicable.

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

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Industry Comparison: Mass Merchant

Overall Nordstrom ranks 7 when comparing their checkout UX performance against the 49 other major US e-commerce sites in the benchmark, and ranks 2 in the Mass Merchant industry.

Poor
Acceptable
Good

1. Walmart

2. Nordstrom

3. Target

4. Sears

5. Etsy

8. Rakuten

9. Amazon

10. Macy's

11. Kohl's

12. Costco

“Broken” Performance
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