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Gilt’s Checkout UX

This is a usability benchmark of the checkout experience of Gilt and 49 other sites. The overall performance of Gilt is mediocre. Gilt's checkout in particular suffers from usability issues caused by broken Credit Card Form, Shipping & Store Pickup, and Order Confirmation & E-Mail. That said, their checkout performs well within Address Validators.

Rank: #33 of 50

Usability Score: 298

URL: gilt.com

Reviewed by: Edward Scott

Poor
Acceptable
Good

Overall Checkout UX Performance

134 Guidelines · Score: 298

Shopping Cart & “Added to Cart” Behavior

10 Guidelines · Score: 21.5

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: Violated High · Score: -16.7
Guideline #9: Adhered High · Score: 12.0
Guideline #10: Violated Low · Score: -6.0
Guideline #11: Violated 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: -14.4

“Broken” Performance
Guideline #14: Violated High · Score: -16.7
Guideline #15: Not Applicable · Score: 0.0
Guideline #16: Adhered High · Score: 16.7
Guideline #17: Adhered High · Score: 16.7
Guideline #18: Violated High · Score: -12.0
Guideline #19: Not Applicable · Score: 0.0
Guideline #20: Violated High · Score: -12.0
Guideline #21: Not Applicable · Score: 0.0
Guideline #22: Violated High · Score: -7.2
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Customer & Address Information

12 Guidelines · Score: 39.5

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: 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: Violated High · Score: -7.2
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: 12.0

Guideline #35: Violated High · Score: -16.7
Guideline #36: Adhered High · Score: 12.0
Guideline #37: Adhered High · Score: 12.0
Guideline #38: Issue Resolved · Score: 12.0
Guideline #39: Violated High · Score: -7.2
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Shipping & Store Pickup

11 Guidelines · Score: -17.9

“Broken” Performance
Guideline #40: Violated High · Score: -16.7
Guideline #41: Violated High · Score: -14.4
Guideline #42: Adhered High · Score: 12.0
Guideline #43: Adhered Low · Score: 6.0
Guideline #44: Violated Low · Score: -4.8
Guideline #45: Not Applicable · Score: 0.0
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
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Payment Flow & Methods (Incl. 3rd-Party)

8 Guidelines · Score: 31.1

Guideline #51: Adhered High · Score: 12.0
Guideline #52: Adhered High · Score: 14.4
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 Low · Score: -4.8
Guideline #58: Not Applicable · Score: 0.0
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Credit Card Form

10 Guidelines · Score: -61.0

“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: Violated High · Score: -12.0
Guideline #63: Violated High · 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
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Order Review

5 Guidelines · Score: 21.5

Guideline #69: Neutral · Score: 0.0
Guideline #70: Adhered Low · Score: 7.2
Guideline #71: Adhered High · Score: 12.0
Guideline #72: Adhered High · Score: 12.0
Guideline #73: Violated High · Score: -9.6
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Order Confirmation & E-Mail

4 Guidelines · Score: 3.6

“Broken” Performance
Guideline #74: Violated Low · Score: -6.0
Guideline #75: Adhered High · Score: 9.6
Guideline #76: Violated High · Score: -7.2
Guideline #77: Adhered High · Score: 7.2
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Page Design

6 Guidelines · Score: 10.8

Guideline #78: Adhered High · Score: 12.0
Guideline #79: Violated High · Score: -12.0
Guideline #80: Not Applicable · Score: 0.0
Guideline #81: Adhered Low · Score: 3.6
Guideline #82: Adhered Low · Score: 3.6
Guideline #83: Adhered Low · Score: 3.6
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User Attention & Interactions

6 Guidelines · Score: 43.1

Guideline #84: Issue Resolved · Score: 16.7
Guideline #85: Adhered High · Score: 12.0
Guideline #86: Violated 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: 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: -14.4

“Broken” Performance
Guideline #94: Violated Low · Score: -8.4
Guideline #95: Issue Resolved · Score: 16.7
Guideline #96: Neutral · Score: 0.0
Guideline #97: Adhered Low · Score: 6.0
Guideline #98: Violated High · Score: -14.4
Guideline #99: Violated 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: 32.3

Guideline #102: Adhered High · Score: 19.1
Guideline #103: Issue Resolved · Score: 19.1
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: 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: 37.1

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: Violated Low · Score: -3.6
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Field Design & Features

8 Guidelines · Score: 50.2

Guideline #119: Adhered High · Score: 16.7
Guideline #120: Adhered Low · Score: 6.0
Guideline #121: Adhered High · Score: 12.0
Guideline #122: Adhered High · Score: 12.0
Guideline #123: Violated High · Score: -7.2
Guideline #124: Adhered High · Score: 7.2
Guideline #125: Violated Low · Score: -3.6
Guideline #126: Issue Resolved · Score: 7.2
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Default Values & Autocompletion

8 Guidelines · Score: 45.4

Guideline #127: Violated 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: Not Applicable · Score: 0.0
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, Gilt's checkout process adhered to 67 usability guidelines, violated 44, and scored neutral on 4 occasions, while a remaining 25 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 Gilt ranks 33 when comparing their checkout UX performance against the 49 other major US e-commerce sites in the benchmark, and ranks 7 in the Apparel & Accessories industry.

Poor
Acceptable
Good

3. Nike

7. Gilt

8. Gap

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