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Victoria’s Secret’s Checkout UX

This is a usability benchmark of the checkout experience of Victoria’s Secret and 99 other sites. The overall performance of Victoria’s Secret is decent.

It is especially a state of the art Navigation, state of the art Copywriting, and decent Focus that helps Victoria’s Secret's checkout UX.

Rank: #16 of 100

Usability Score: 724

URL: victoriassecret.com

Reviewer: Christian Holst

Poor
Acceptable
Good

Overall Checkout UX Performance

63 Guidelines · Score: 724

Data Input

15 Guidelines · Score: 123.9

Guideline #1: Adhered High · Score: 62.0
Guideline #2: Adhered High · Score: 46.5
Guideline #3: Violated Low · Score: -23.2
Guideline #4: Adhered High · Score: 46.5
Guideline #5: Adhered 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: Adhered High · Score: 15.5
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Copywriting

8 Guidelines · Score: 174.3

“State of the Art” Performance
Guideline #16: Adhered Low · Score: 31.0
Guideline #17: Adhered High · Score: 46.5
Guideline #18: Adhered Low · Score: 23.2
Guideline #19: Violated Low · Score: -19.4
Guideline #20: Adhered High · Score: 38.7
Guideline #21: Adhered High · Score: 31.0
Guideline #22: Adhered High · Score: 15.5
Guideline #23: Adhered Low · Score: 7.7
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Layout

15 Guidelines · Score: 58.1

Guideline #24: Adhered High · Score: 54.2
Guideline #25: Violated High · Score: -54.2
Guideline #26: Adhered High · Score: 54.2
Guideline #27: Violated High · Score: -38.7
Guideline #28: Neutral · Score: 0.0
Guideline #29: Adhered Low · Score: 19.4
Guideline #30: Violated High · Score: -46.5
Guideline #31: Adhered High · Score: 23.2
Guideline #32: Neutral · Score: 0.0
Guideline #33: Adhered High · Score: 23.2
Guideline #34: Not Applicable · Score: 0.0
Guideline #35: Adhered High · Score: 15.5
Guideline #36: Violated High · Score: -15.5
Guideline #37: Adhered High · Score: 15.5
Guideline #38: Adhered Low · Score: 7.7
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Navigation

8 Guidelines · Score: 232.3

“State of the Art” Performance
Guideline #39: Issue Resolved · Score: 46.5
Guideline #40: Adhered High · Score: 46.5
Guideline #41: Issue Resolved · Score: 46.5
Guideline #42: Adhered High · Score: 38.7
Guideline #43: Adhered Low · Score: 15.5
Guideline #44: Not Applicable · Score: 0.0
Guideline #45: Adhered High · Score: 23.2
Guideline #46: Adhered High · Score: 15.5
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Flow

7 Guidelines · Score: -3.9

Guideline #47: Adhered High · Score: 54.2
Guideline #48: Violated Low · Score: -27.1
Guideline #49: Violated High · Score: -54.2
Guideline #50: Violated High · Score: -38.7
Guideline #51: Neutral · Score: 0.0
Guideline #52: Adhered High · Score: 31.0
Guideline #53: Issue Resolved · Score: 31.0
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Focus

10 Guidelines · Score: 139.4

Guideline #54: Adhered High · Score: 62.0
Guideline #55: Violated High · Score: -62.0
Guideline #56: Adhered High · Score: 38.7
Guideline #57: Not Applicable · Score: 0.0
Guideline #58: Adhered High · Score: 38.7
Guideline #59: Issue Resolved · Score: 38.7
Guideline #60: Adhered High · Score: 38.7
Guideline #61: Violated High · Score: -31.0
Guideline #62: Not Applicable · Score: 0.0
Guideline #63: Adhered 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, Victoria’s Secret’s checkout process adhered to 39 usability guidelines, violated 16, and scored neutral on 3 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: Apparel & Accessories

Overall Victoria’s Secret ranks 16 when comparing their checkout UX performance against the 99 other major US e-commerce sites in the benchmark, and ranks 4 in the Apparel & Accessories industry.

Poor
Acceptable
Good

4. Victoria’s Secret

7. YOOX

9. Gap

10. Nike

11. L.L. Bean

12. Gilt

13. MLB

15. eBags

21. J.Crew

22. Talbots

“Broken” Performance
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