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Macy’s' Checkout UX

This is a usability benchmark of the checkout experience of Macy’s and 99 other sites. The overall performance of Macy’s is acceptable.

Notably, Macy’s' checkout performance is hampered by mediocre Copywriting and broken Focus, although this is helped somewhat by state of the art Navigation and good Flow.

Rank: #52 of 100

Usability Score: 457

URL: macys.com

Reviewer: Christian Holst

Poor
Acceptable
Good

Overall Checkout UX Performance

63 Guidelines · Score: 457

Data Input

15 Guidelines · Score: -23.2

“Broken” Performance
Guideline #1: Violated High · Score: -62.0
Guideline #2: Adhered High · Score: 46.5
Guideline #3: Adhered High · Score: 46.5
Guideline #4: Adhered High · Score: 46.5
Guideline #5: Violated High · Score: -31.0
Guideline #6: Violated High · Score: -31.0
Guideline #7: Violated High · Score: -15.5
Guideline #8: Issue Resolved · Score: 23.2
Guideline #9: Violated High · Score: -23.2
Guideline #10: Violated High · Score: -23.2
Guideline #11: Violated High · Score: -15.5
Guideline #12: Adhered High · Score: 15.5
Guideline #13: Not Applicable · Score: 0.0
Guideline #14: Adhered High · Score: 15.5
Guideline #15: Violated High · Score: -15.5
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Copywriting

8 Guidelines · Score: 19.4

Guideline #16: Violated High · Score: -62.0
Guideline #17: Adhered High · Score: 46.5
Guideline #18: Issue Resolved · Score: 46.5
Guideline #19: Adhered High · Score: 38.7
Guideline #20: Violated Low · Score: -19.4
Guideline #21: Violated High · Score: -31.0
Guideline #22: Adhered High · Score: 15.5
Guideline #23: Violated High · Score: -15.5
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Layout

15 Guidelines · Score: 209.1

Guideline #24: Adhered Low · Score: 27.1
Guideline #25: Adhered Low · Score: 27.1
Guideline #26: Adhered High · Score: 54.2
Guideline #27: Adhered High · Score: 38.7
Guideline #28: Adhered Low · Score: 19.4
Guideline #29: Issue Resolved · Score: 38.7
Guideline #30: Violated High · Score: -46.5
Guideline #31: Adhered High · Score: 23.2
Guideline #32: Adhered High · Score: 23.2
Guideline #33: Adhered Low · Score: 11.6
Guideline #34: Violated High · Score: -23.2
Guideline #35: Adhered Low · Score: 7.7
Guideline #36: Adhered Low · Score: 7.7
Guideline #37: Violated High · Score: -15.5
Guideline #38: Adhered High · Score: 15.5
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Navigation

8 Guidelines · Score: 131.7

“State of the Art” Performance
Guideline #39: Issue Resolved · Score: 46.5
Guideline #40: Adhered High · Score: 46.5
Guideline #41: Adhered High · Score: 46.5
Guideline #42: Violated High · Score: -38.7
Guideline #43: Adhered Low · Score: 15.5
Guideline #44: Adhered High · Score: 31.0
Guideline #45: Not Applicable · Score: 0.0
Guideline #46: Violated High · Score: -15.5
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Flow

7 Guidelines · Score: 131.7

Guideline #47: Adhered High · Score: 54.2
Guideline #48: Not Applicable · Score: 0.0
Guideline #49: Violated High · Score: -54.2
Guideline #50: Adhered High · Score: 38.7
Guideline #51: Adhered High · Score: 31.0
Guideline #52: Adhered High · Score: 31.0
Guideline #53: Issue Resolved · Score: 31.0
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Focus

10 Guidelines · Score: -11.6

“Broken” Performance
Guideline #54: Adhered High · Score: 62.0
Guideline #55: Violated High · Score: -62.0
Guideline #56: Violated Low · Score: -19.4
Guideline #57: Not Applicable · Score: 0.0
Guideline #58: Violated High · Score: -38.7
Guideline #59: Issue Resolved · Score: 38.7
Guideline #60: Issue Resolved · Score: 38.7
Guideline #61: Violated Low · Score: -15.5
Guideline #62: Not Applicable · Score: 0.0
Guideline #63: Violated High · Score: -15.5
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All 100 sites were benchmarked across the 63 guidelines from the E-Commerce Checkout usability study. During our evaluation, Macy’s' checkout process adhered to 35 usability guidelines, violated 23, and scored neutral on 0 occasions, while a remaining 5 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 Macy’s ranks 52 when comparing their checkout UX performance against the 99 other major US e-commerce sites in the benchmark, and ranks 7 in the Mass Merchant industry.

Poor
Acceptable
Good

1. Sears

3. Walmart

4. Target

5. Buy.com

6. Kohl's

7. Macy’s

10. Amazon

“Broken” Performance

14. ShopNBC

“Broken” Performance

15. Costco

“Broken” Performance
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