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Gilt’s Checkout UX

This is a usability benchmark of the checkout experience of Gilt and 99 other sites. The overall performance of Gilt is acceptable.

For instance, Gilt's checkout has state of the art Navigation and decent Layout yet suffers from mediocre Data Input and broken Copywriting.

Rank: #37 of 100

Usability Score: 579

URL: gilt.com

Reviewer: Christian Holst

Poor
Acceptable
Good

Overall Checkout UX Performance

63 Guidelines · Score: 579

Data Input

15 Guidelines · Score: 78.8

Guideline #1: Adhered High · Score: 63.0
Guideline #2: Adhered High · Score: 47.3
Guideline #3: Violated High · Score: -47.3
Guideline #4: Adhered High · Score: 47.3
Guideline #5: Violated High · Score: -31.5
Guideline #6: Violated High · Score: -31.5
Guideline #7: Violated High · Score: -15.8
Guideline #8: Issue Resolved · Score: 23.6
Guideline #9: Violated High · Score: -23.6
Guideline #10: Issue Resolved · Score: 23.6
Guideline #11: Violated High · Score: -15.8
Guideline #12: Adhered High · Score: 15.8
Guideline #13: Not Applicable · Score: 0.0
Guideline #14: Issue Resolved · Score: 15.8
Guideline #15: Adhered Low · Score: 7.9
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Copywriting

8 Guidelines · Score: -51.2

“Broken” Performance
Guideline #16: Violated High · Score: -63.0
Guideline #17: Adhered High · Score: 47.3
Guideline #18: Violated High · Score: -47.3
Guideline #19: Adhered High · Score: 39.4
Guideline #20: Violated Low · Score: -19.7
Guideline #21: Violated High · Score: -31.5
Guideline #22: Adhered High · Score: 15.8
Guideline #23: Adhered Low · Score: 7.9
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Layout

15 Guidelines · Score: 185.2

Guideline #24: Adhered Low · Score: 27.6
Guideline #25: Not Applicable · Score: 0.0
Guideline #26: Adhered Low · Score: 27.6
Guideline #27: Adhered High · Score: 39.4
Guideline #28: Adhered High · Score: 39.4
Guideline #29: Adhered Low · Score: 19.7
Guideline #30: Violated High · Score: -47.3
Guideline #31: Adhered High · Score: 23.6
Guideline #32: Adhered High · Score: 23.6
Guideline #33: Adhered High · Score: 23.6
Guideline #34: Violated High · Score: -23.6
Guideline #35: Adhered Low · Score: 7.9
Guideline #36: Neutral · Score: 0.0
Guideline #37: Adhered High · Score: 15.8
Guideline #38: Adhered Low · Score: 7.9
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Navigation

8 Guidelines · Score: 244.3

“State of the Art” Performance
Guideline #39: Issue Resolved · Score: 47.3
Guideline #40: Adhered High · Score: 47.3
Guideline #41: Adhered High · Score: 47.3
Guideline #42: Adhered High · Score: 39.4
Guideline #43: Adhered Low · Score: 15.8
Guideline #44: Adhered High · Score: 31.5
Guideline #45: Not Applicable · Score: 0.0
Guideline #46: Adhered High · Score: 15.8
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Flow

7 Guidelines · Score: 43.3

Guideline #47: Adhered High · Score: 55.2
Guideline #48: Not Applicable · Score: 0.0
Guideline #49: Adhered Low · Score: 27.6
Guideline #50: Violated High · Score: -39.4
Guideline #51: Adhered High · Score: 31.5
Guideline #52: Violated High · Score: -31.5
Guideline #53: Neutral · Score: 0.0
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Focus

10 Guidelines · Score: 78.8

Guideline #54: Violated High · Score: -63.0
Guideline #55: Violated High · Score: -63.0
Guideline #56: Adhered High · Score: 39.4
Guideline #57: Not Applicable · Score: 0.0
Guideline #58: Adhered High · Score: 39.4
Guideline #59: Adhered High · Score: 39.4
Guideline #60: Issue Resolved · Score: 39.4
Guideline #61: Issue Resolved · Score: 31.5
Guideline #62: Not Applicable · Score: 0.0
Guideline #63: Issue Resolved · Score: 15.8
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All 100 sites were benchmarked across the 63 guidelines from the E-Commerce Checkout usability study. During our evaluation, Gilt’s checkout process adhered to 39 usability guidelines, violated 16, and scored neutral on 2 occasions, while a remaining 6 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 37 when comparing their checkout UX performance against the 99 other major US e-commerce sites in the benchmark, and ranks 12 in the Apparel & Accessories industry.

Poor
Acceptable
Good
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