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Gap’s Checkout UX

This is a usability benchmark of the checkout experience of Gap and 49 other sites. The overall performance of Gap is all but broken. Gap's checkout is particularly thwarted by usability issues related to poor Validation Errors & Data Persistence, poor Field Labels & Microcopy, and broken User Attention & Interactions. That said, their checkout performs well within Shopping Cart & “Added to Cart” Behavior.

Rank: #45 of 50

Usability Score: 126

URL: gap.com

Reviewed by: Thomas Grønne

Poor
Acceptable
Good

Overall Checkout UX Performance

134 Guidelines · Score: 126

“Broken” Performance

Shopping Cart & “Added to Cart” Behavior

10 Guidelines · Score: 70.6

Guideline #4: Issue Resolved · Score: 12.0
Guideline #5: Adhered High · Score: 12.0
Guideline #6: Issue Resolved · Score: 12.0
Guideline #7: Issue Resolved · Score: 12.0
Guideline #8: Adhered Low · Score: 8.4
Guideline #9: Adhered High · Score: 12.0
Guideline #10: Violated Low · Score: -6.0
Guideline #11: Adhered High · Score: 12.0
Guideline #12: Adhered Low · Score: 6.0
Guideline #13: Violated High · Score: -9.6
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Account Selection & Creation

9 Guidelines · Score: -40.7

“Broken” Performance
Guideline #14: Adhered High · Score: 16.7
Guideline #15: Violated Low · Score: -8.4
Guideline #16: Not Applicable · Score: 0.0
Guideline #17: Violated High · Score: -16.7
Guideline #18: Violated High · Score: -12.0
Guideline #19: Violated High · Score: -12.0
Guideline #20: Violated High · Score: -12.0
Guideline #21: Not Applicable · Score: 0.0
Guideline #22: Adhered Low · Score: 3.6
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Customer & Address Information

12 Guidelines · Score: 55.0

Guideline #23: Violated Low · Score: -8.4
Guideline #24: Adhered High · Score: 19.1
Guideline #25: Not Applicable · Score: 0.0
Guideline #26: Issue Resolved · Score: 16.7
Guideline #27: Adhered High · 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: Neutral · Score: 0.0
Guideline #32: Adhered 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: -17.9

“Broken” Performance
Guideline #35: Violated High · Score: -16.7
Guideline #36: Adhered High · Score: 12.0
Guideline #37: Violated Low · Score: -6.0
Guideline #38: Not Applicable · Score: 0.0
Guideline #39: Violated High · Score: -7.2
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Shipping & Store Pickup

11 Guidelines · Score: -28.7

“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: Adhered Low · Score: 2.4
Guideline #46: Violated High · Score: -12.0
Guideline #47: Violated High · Score: -12.0
Guideline #48: Violated Low · Score: -6.0
Guideline #49: Violated Low · Score: -6.0
Guideline #50: Not Applicable · Score: 0.0
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Payment Flow & Methods (Incl. 3rd-Party)

8 Guidelines · Score: -16.7

“Broken” Performance
Guideline #51: Not Applicable · Score: 0.0
Guideline #52: Violated High · Score: -14.4
Guideline #53: Not Applicable · Score: 0.0
Guideline #54: Violated High · Score: -12.0
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: -21.5

“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: Issue Resolved · Score: 12.0
Guideline #63: Issue Resolved · Score: 12.0
Guideline #64: Not Applicable · Score: 0.0
Guideline #65: Violated Low · Score: -6.0
Guideline #66: Adhered High · Score: 9.6
Guideline #67: Violated Low · Score: -3.6
Guideline #68: Adhered High · Score: 4.8
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Order Review

5 Guidelines · Score: -1.2

“Broken” Performance
Guideline #69: Adhered High · Score: 16.7
Guideline #70: Violated High · Score: -14.4
Guideline #71: Adhered High · Score: 12.0
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: -7.2

“Broken” Performance
Guideline #74: Violated High · Score: -12.0
Guideline #75: Violated High · Score: -9.6
Guideline #76: Adhered High · Score: 7.2
Guideline #77: Adhered High · Score: 7.2
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Page Design

6 Guidelines · Score: 6.0

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

6 Guidelines · Score: 19.1

“Broken” Performance
Guideline #84: Issue Resolved · Score: 16.7
Guideline #85: Violated High · Score: -12.0
Guideline #86: Adhered High · Score: 12.0
Guideline #87: Violated 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: 40.7

Guideline #90: Issue Resolved · Score: 16.7
Guideline #91: Issue Resolved · Score: 12.0
Guideline #92: Issue Resolved · Score: 12.0
Guideline #93: Not Applicable · Score: 0.0
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Form Design & Features

8 Guidelines · Score: -7.2

“Broken” Performance
Guideline #94: Violated Low · Score: -8.4
Guideline #95: Issue Resolved · Score: 16.7
Guideline #96: Violated 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 High · Score: -7.2
Guideline #101: Adhered High · Score: 4.8
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Validation Errors & Data Persistence

6 Guidelines · Score: 23.9

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: Violated High · Score: -14.4
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Address Validators

4 Guidelines · Score: 25.1

Guideline #108: Adhered High · Score: 14.4
Guideline #109: Adhered High · Score: 14.4
Guideline #110: Violated Low · Score: -3.6
Guideline #111: Not Applicable · Score: 0.0
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Field Labels & Microcopy

7 Guidelines · Score: 14.4

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: Violated High · Score: -12.0
Guideline #117: Violated High · Score: -9.6
Guideline #118: Adhered High · Score: 7.2
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Field Design & Features

8 Guidelines · Score: -28.7

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

8 Guidelines · Score: 57.4

Guideline #127: Adhered High · Score: 16.7
Guideline #128: Adhered High · Score: 14.4
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, Gap’s checkout process adhered to 58 usability guidelines, violated 53, and scored neutral on 3 occasions, while a remaining 20 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 Gap ranks 45 when comparing their checkout UX performance against the 49 other major US e-commerce sites in the benchmark, and ranks 8 in the Apparel & Accessories industry.

Poor
Acceptable
Good

3. Nike

7. Gilt

8. Gap

“Broken” Performance
“Broken” Performance
“Broken” Performance
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