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Macy’s Checkout UX

This is a usability benchmark of the checkout experience of Macy's and 49 other sites. The overall performance of Macy's is poor. Some of Macy's biggest checkout usability issues are due to broken Order Confirmation & E-Mail, Order Review, and Credit Card Form. That said, their checkout performs great within User Attention & Interactions.

Rank: #41 of 50

Usability Score: 221

URL: macys.com

Reviewed by: Lauryn Smith

Poor
Acceptable
Good

Overall Checkout UX Performance

134 Guidelines · Score: 221

Shopping Cart & “Added to Cart” Behavior

10 Guidelines · Score: 31.1

Guideline #4: Issue Resolved · Score: 12.0
Guideline #5: Issue Resolved · Score: 12.0
Guideline #6: Adhered High · Score: 12.0
Guideline #7: Issue Resolved · Score: 12.0
Guideline #8: Adhered High · Score: 16.7
Guideline #9: Violated Low · Score: -6.0
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: 16.7

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

12 Guidelines · Score: 7.2

“Broken” Performance
Guideline #23: Violated Low · Score: -8.4
Guideline #24: Violated 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 Low · Score: -6.0
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: -6.0

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

11 Guidelines · Score: 15.5

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 High · Score: -9.6
Guideline #45: Adhered Low · Score: 2.4
Guideline #46: Violated High · Score: -12.0
Guideline #47: Neutral · Score: 0.0
Guideline #48: Adhered High · Score: 12.0
Guideline #49: Adhered Low · Score: 6.0
Guideline #50: Adhered High · Score: 7.2
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Payment Flow & Methods (Incl. 3rd-Party)

8 Guidelines · Score: 19.1

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

10 Guidelines · Score: -47.8

“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: Adhered Low · Score: 6.0
Guideline #63: Issue Resolved · Score: 12.0
Guideline #64: Neutral · Score: 0.0
Guideline #65: Violated High · Score: -12.0
Guideline #66: Violated 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: -19.1

“Broken” Performance
Guideline #69: Violated High · Score: -16.7
Guideline #70: Adhered Low · Score: 7.2
Guideline #71: Adhered Low · Score: 6.0
Guideline #72: Violated Low · Score: -6.0
Guideline #73: Violated High · Score: -9.6
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Order Confirmation & E-Mail

4 Guidelines · Score: -14.4

“Broken” Performance
Guideline #74: Violated Low · Score: -6.0
Guideline #75: Violated Low · Score: -4.8
Guideline #76: Violated High · Score: -7.2
Guideline #77: Adhered Low · Score: 3.6
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Page Design

6 Guidelines · Score: 27.5

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 Low · Score: 3.6
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: Adhered High · 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: Adhered High · Score: 12.0
Guideline #93: Adhered High · Score: 7.2
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Form Design & Features

8 Guidelines · Score: 13.2

Guideline #94: Adhered Low · Score: 8.4
Guideline #95: Violated High · 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: Violated Low · Score: -3.6
Guideline #101: Adhered High · Score: 4.8
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Validation Errors & Data Persistence

6 Guidelines · Score: 3.6

“Broken” Performance
Guideline #102: Adhered High · Score: 19.1
Guideline #103: Violated Low · Score: -9.6
Guideline #104: Violated Low · Score: -8.4
Guideline #105: Adhered High · Score: 16.7
Guideline #106: Neutral · Score: 0.0
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: 23.9

Guideline #112: Violated Low · Score: -9.6
Guideline #113: Adhered High · Score: 16.7
Guideline #114: Violated 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: 50.2

Guideline #119: Adhered High · Score: 16.7
Guideline #120: Adhered High · Score: 12.0
Guideline #121: Adhered High · Score: 12.0
Guideline #122: Violated High · Score: -12.0
Guideline #123: Adhered Low · Score: 3.6
Guideline #124: Adhered Low · Score: 3.6
Guideline #125: Adhered High · Score: 7.2
Guideline #126: Issue Resolved · Score: 7.2
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Default Values & Autocompletion

8 Guidelines · Score: 2.4

“Broken” Performance
Guideline #127: Violated High · Score: -16.7
Guideline #128: Violated Low · Score: -7.2
Guideline #129: Issue Resolved · Score: 14.4
Guideline #130: Adhered High · Score: 12.0
Guideline #131: Not Applicable · Score: 0.0
Guideline #132: Violated 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, Macy's checkout process adhered to 64 usability guidelines, violated 45, and scored neutral on 4 occasions, while a remaining 28 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 41 when comparing their checkout UX performance against the 49 other major US e-commerce sites in the benchmark, and ranks 10 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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