Note: You have full access to this benchmark database in your Baymard Pro account.

Urban Outfitters' Checkout UX

This is a usability benchmark of the checkout experience of Urban Outfitters and 49 other sites. The overall performance of Urban Outfitters is mediocre. Notably, Urban Outfitters' checkout performance is hampered by mediocre Order Confirmation & E-Mail and broken Field Design & Features, although this is helped somewhat by state of the art Address Validators and Default Values & Autocompletion.

Rank: #17 of 50

Usability Score: 420

URL: urbanoutfitters.com

Reviewed by: Lauryn Smith

Poor
Acceptable
Good

Overall Checkout UX Performance

134 Guidelines · Score: 420

Shopping Cart & “Added to Cart” Behavior

10 Guidelines · Score: 25.1

Guideline #4: Violated High · 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: Adhered High · Score: 16.7
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
Guideline content only available in Baymard Pro – Get Full Access

Account Selection & Creation

9 Guidelines · Score: 29.9

Guideline #14: Adhered High · Score: 16.7
Guideline #15: Violated Low · Score: -8.4
Guideline #16: Not Applicable · Score: 0.0
Guideline #17: Adhered Low · Score: 8.4
Guideline #18: Adhered Low · Score: 6.0
Guideline #19: Adhered High · Score: 12.0
Guideline #20: Violated High · Score: -12.0
Guideline #21: Not Applicable · Score: 0.0
Guideline #22: Adhered High · Score: 7.2
Guideline content only available in Baymard Pro – Get Full Access

Customer & Address Information

12 Guidelines · Score: 2.4

“Broken” Performance
Guideline #23: Violated High · 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: Violated 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: Violated Low · Score: -3.6
Guideline content only available in Baymard Pro – Get Full Access

Gifting Flow & Features

5 Guidelines · Score: 3.6

Guideline #35: Adhered Low · Score: 8.4
Guideline #36: Adhered Low · Score: 6.0
Guideline #37: Violated Low · Score: -6.0
Guideline #38: Violated High · Score: -12.0
Guideline #39: Adhered High · Score: 7.2
Guideline content only available in Baymard Pro – Get Full Access

Shipping & Store Pickup

11 Guidelines · Score: 2.4

“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 High · Score: -9.6
Guideline #45: Adhered Low · Score: 2.4
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
Guideline content only available in Baymard Pro – Get Full Access

Payment Flow & Methods (Incl. 3rd-Party)

8 Guidelines · Score: 13.2

Guideline #51: Violated Low · Score: -6.0
Guideline #52: Adhered 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 High · Score: -9.6
Guideline #57: Adhered High · Score: 9.6
Guideline #58: Not Applicable · Score: 0.0
Guideline content only available in Baymard Pro – Get Full Access

Credit Card Form

10 Guidelines · Score: -13.2

“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 High · Score: 12.0
Guideline #63: Issue Resolved · Score: 12.0
Guideline #64: Neutral · Score: 0.0
Guideline #65: Adhered Low · Score: 6.0
Guideline #66: Adhered High · Score: 9.6
Guideline #67: Violated High · Score: -7.2
Guideline #68: Adhered High · Score: 4.8
Guideline content only available in Baymard Pro – Get Full Access

Order Review

5 Guidelines · Score: 27.5

Guideline #69: Neutral · Score: 0.0
Guideline #70: Adhered High · Score: 14.4
Guideline #71: Adhered High · Score: 12.0
Guideline #72: Adhered Low · Score: 6.0
Guideline #73: Violated Low · Score: -4.8
Guideline content only available in Baymard Pro – Get Full Access

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
Guideline content only available in Baymard Pro – Get Full Access

Page Design

6 Guidelines · Score: 2.4

“Broken” Performance
Guideline #78: Violated Low · Score: -6.0
Guideline #79: Violated High · Score: -12.0
Guideline #80: Adhered High · Score: 9.6
Guideline #81: Adhered High · Score: 7.2
Guideline #82: Violated Low · Score: -3.6
Guideline #83: Adhered High · Score: 7.2
Guideline content only available in Baymard Pro – Get Full Access

User Attention & Interactions

6 Guidelines · Score: 50.2

Guideline #84: Neutral · Score: 0.0
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
Guideline content only available in Baymard Pro – Get Full Access

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
Guideline content only available in Baymard Pro – Get Full Access

Form Design & Features

8 Guidelines · Score: 55.0

Guideline #94: Adhered High · Score: 16.7
Guideline #95: Issue Resolved · Score: 16.7
Guideline #96: Violated Low · Score: -8.4
Guideline #97: Adhered Low · Score: 6.0
Guideline #98: Adhered 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
Guideline content only available in Baymard Pro – Get Full Access

Validation Errors & Data Persistence

6 Guidelines · Score: -9.6

“Broken” Performance
Guideline #102: Adhered High · Score: 19.1
Guideline #103: Adhered High · Score: 19.1
Guideline #104: Violated High · Score: -16.7
Guideline #105: Violated High · Score: -16.7
Guideline #106: Neutral · Score: 0.0
Guideline #107: Violated High · Score: -14.4
Guideline content only available in Baymard Pro – Get Full Access

Address Validators

4 Guidelines · Score: 35.9

“State of the Art” Performance
Guideline #108: Adhered High · Score: 14.4
Guideline #109: Adhered High · Score: 14.4
Guideline #110: Adhered High · Score: 7.2
Guideline #111: Not Applicable · Score: 0.0
Guideline content only available in Baymard Pro – Get Full Access

Field Labels & Microcopy

7 Guidelines · Score: 47.9

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
Guideline content only available in Baymard Pro – Get Full Access

Field Design & Features

8 Guidelines · Score: 4.8

“Broken” Performance
Guideline #119: Issue Resolved · Score: 16.7
Guideline #120: Violated High · Score: -12.0
Guideline #121: Violated High · Score: -12.0
Guideline #122: Adhered High · Score: 12.0
Guideline #123: Neutral · Score: 0.0
Guideline #124: Violated Low · Score: -3.6
Guideline #125: Violated Low · Score: -3.6
Guideline #126: Issue Resolved · Score: 7.2
Guideline content only available in Baymard Pro – Get Full Access

Default Values & Autocompletion

8 Guidelines · Score: 75.4

“State of the Art” Performance
Guideline #127: Adhered High · Score: 16.7
Guideline #128: Adhered High · Score: 14.4
Guideline #129: Adhered High · Score: 14.4
Guideline #130: Adhered High · Score: 12.0
Guideline #131: Adhered High · Score: 14.4
Guideline #132: Violated Low · Score: -3.6
Guideline #133: Not Applicable · Score: 0.0
Guideline #134: Adhered High · Score: 7.2
Guideline content only available in Baymard Pro – Get Full Access

All 50 sites were benchmarked across the 134 guidelines from the E-Commerce Checkout usability study. During our evaluation, Urban Outfitters' checkout process adhered to 70 usability guidelines, violated 39, and scored neutral on 6 occasions, while a remaining 19 guidelines weren’t applicable.

See methodology to read up on the evaluation criteria and scoring algorithm.

To read each guideline and review your own sites, you’ll need to get full access.

Industry Comparison: Apparel & Accessories

Overall Urban Outfitters ranks 17 when comparing their checkout UX performance against the 49 other major US e-commerce sites in the benchmark, and ranks 2 in the Apparel & Accessories industry.

Poor
Acceptable
Good

2. Urban Outfitters

3. Nike

7. Gilt

8. Gap

“Broken” Performance
“Broken” Performance
“Broken” Performance
Close overlay