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Etsy’s Checkout UX

This is a usability benchmark of the checkout experience of Etsy and 49 other sites. The overall performance of Etsy is acceptable. For instance, Etsy's checkout has state of the art Order Review and Field Design & Features yet suffers from broken Credit Card Form and Account Selection & Creation.

Rank: #12 of 50

Usability Score: 548

URL: etsy.com

Reviewed by: Lauryn Smith

Poor
Acceptable
Good

Overall Checkout UX Performance

134 Guidelines · Score: 548.5

Shopping Cart & “Added to Cart” Behavior

10 Guidelines · Score: 32.3

Guideline #4: Issue Resolved · Score: 12.0
Guideline #5: Issue Resolved · Score: 12.0
Guideline #6: Issue Resolved · Score: 12.0
Guideline #7: Issue Resolved · Score: 12.0
Guideline #8: Neutral · Score: 0.0
Guideline #9: Adhered High · Score: 12.0
Guideline #10: Violated Low · Score: -6.0
Guideline #11: Violated Low · Score: -6.0
Guideline #12: Violated Low · Score: -6.0
Guideline #13: Violated High · Score: -9.6
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Account Selection & Creation

9 Guidelines · Score: -19.1

“Broken” Performance
Guideline #14: Violated High · Score: -16.7
Guideline #15: Not Applicable · Score: 0.0
Guideline #16: Neutral · Score: 0.0
Guideline #17: Adhered High · Score: 16.7
Guideline #18: Violated High · Score: -12.0
Guideline #19: Adhered High · Score: 12.0
Guideline #20: Violated High · Score: -12.0
Guideline #21: Not Applicable · Score: 0.0
Guideline #22: Violated High · Score: -7.2
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Customer & Address Information

12 Guidelines · Score: 95.7

“State of the Art” Performance
Guideline #23: Issue Resolved · 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: Adhered High · Score: 12.0
Guideline #29: Issue Resolved · Score: 12.0
Guideline #30: Adhered High · Score: 12.0
Guideline #31: Violated High · Score: -7.2
Guideline #32: Violated High · Score: -9.6
Guideline #33: Not Applicable · Score: 0.0
Guideline #34: Adhered High · Score: 7.2
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Gifting Flow & Features

5 Guidelines · Score: 0.0

Guideline #35: Not Applicable · Score: 0.0
Guideline #36: Violated High · Score: -12.0
Guideline #37: Not Applicable · Score: 0.0
Guideline #38: Issue Resolved · Score: 12.0
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: Violated High · Score: -12.0
Guideline #44: Violated Low · Score: -4.8
Guideline #45: Not Applicable · Score: 0.0
Guideline #46: Not Applicable · Score: 0.0
Guideline #47: Not Applicable · Score: 0.0
Guideline #48: Not Applicable · Score: 0.0
Guideline #49: Not Applicable · Score: 0.0
Guideline #50: Not Applicable · Score: 0.0
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Payment Flow & Methods (Incl. 3rd-Party)

8 Guidelines · Score: -4.8

“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: Adhered High · Score: 12.0
Guideline #55: Not Applicable · Score: 0.0
Guideline #56: Violated Low · Score: -4.8
Guideline #57: Violated Low · Score: -4.8
Guideline #58: Not Applicable · Score: 0.0
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Credit Card Form

10 Guidelines · Score: -31.1

“Broken” Performance
Guideline #59: Violated High · Score: -16.7
Guideline #60: Violated High · Score: -16.7
Guideline #61: Adhered High · Score: 16.7
Guideline #62: Violated High · Score: -12.0
Guideline #63: Violated High · Score: -12.0
Guideline #64: Violated Low · Score: -6.0
Guideline #65: Adhered High · Score: 12.0
Guideline #66: Adhered High · Score: 9.6
Guideline #67: Violated Low · Score: -3.6
Guideline #68: Violated Low · Score: -2.4
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Order Review

5 Guidelines · Score: 51.4

“State of the Art” Performance
Guideline #69: Adhered High · Score: 16.7
Guideline #70: Adhered Low · Score: 7.2
Guideline #71: Adhered Low · Score: 6.0
Guideline #72: Adhered High · Score: 12.0
Guideline #73: Adhered High · Score: 9.6
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Order Confirmation & E-Mail

4 Guidelines · Score: 9.6

Guideline #74: Violated Low · Score: -6.0
Guideline #75: Adhered Low · Score: 4.8
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: Violated High · Score: -12.0
Guideline #80: Not Applicable · Score: 0.0
Guideline #81: Adhered High · Score: 7.2
Guideline #82: Adhered High · Score: 7.2
Guideline #83: Adhered High · Score: 7.2
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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: 47.8

“State of the Art” Performance
Guideline #90: Issue Resolved · Score: 16.7
Guideline #91: Adhered High · Score: 12.0
Guideline #92: Issue Resolved · Score: 12.0
Guideline #93: Adhered High · Score: 7.2
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Form Design & Features

8 Guidelines · Score: 32.3

Guideline #94: Violated High · Score: -16.7
Guideline #95: Issue Resolved · Score: 16.7
Guideline #96: Adhered High · Score: 16.7
Guideline #97: Adhered Low · Score: 6.0
Guideline #98: Violated High · Score: -14.4
Guideline #99: Adhered High · Score: 12.0
Guideline #100: Adhered High · Score: 7.2
Guideline #101: Adhered High · Score: 4.8
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Validation Errors & Data Persistence

6 Guidelines · Score: 75.3

“State of the Art” Performance
Guideline #102: Adhered High · Score: 19.1
Guideline #103: Adhered High · Score: 19.1
Guideline #104: Violated Low · Score: -8.4
Guideline #105: Adhered High · Score: 16.7
Guideline #106: Adhered High · Score: 14.4
Guideline #107: Adhered 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: 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: 67.0

“State of the Art” Performance
Guideline #119: Issue Resolved · Score: 16.7
Guideline #120: Adhered High · Score: 12.0
Guideline #121: Adhered High · Score: 12.0
Guideline #122: Adhered High · Score: 12.0
Guideline #123: Not Applicable · Score: 0.0
Guideline #124: Not Applicable · Score: 0.0
Guideline #125: Adhered High · Score: 7.2
Guideline #126: Issue Resolved · Score: 7.2
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Default Values & Autocompletion

8 Guidelines · Score: 33.5

Guideline #127: Adhered High · Score: 16.7
Guideline #128: Adhered High · Score: 14.4
Guideline #129: Violated High · Score: -14.4
Guideline #130: Violated High · Score: -12.0
Guideline #131: Adhered High · Score: 14.4
Guideline #132: Adhered High · Score: 7.2
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, Etsy's checkout process adhered to 74 usability guidelines, violated 32, and scored neutral on 2 occasions, while a remaining 31 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 Etsy ranks 12 when comparing their checkout UX performance against the 49 other major US e-commerce sites in the benchmark, and ranks 5 in the Mass Merchant industry.

Poor
Acceptable
Good

1. Walmart

3. Target

4. Sears

5. Etsy

8. Rakuten

9. Amazon

10. Macy's

11. Kohl's

12. Costco

“Broken” Performance
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