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Apple’s Checkout UX

This is a usability benchmark of the checkout experience of Apple and 49 other sites. The overall performance of Apple is poor.

Apple's checkout in particular suffers from usability issues caused by poor Customer & Address Information, broken Form Design & Features, and broken Page Design. That said, their checkout performs great within Shipping & Store Pickup.

Rank: #36 of 50

Usability Score: 239

URL: apple.com

Reviewer: Edward Scott

Poor
Acceptable
Good

Overall Checkout UX Performance

134 Guidelines · Score: 239

Shopping Cart & “Added to Cart” Behavior

10 Guidelines · Score: 43.1

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

9 Guidelines · Score: -16.7

“Broken” Performance
Guideline #14: Adhered High · Score: 16.7
Guideline #15: Neutral · Score: 0.0
Guideline #16: Not Applicable · Score: 0.0
Guideline #17: Violated High · Score: -16.7
Guideline #18: Violated Low · Score: -6.0
Guideline #19: Violated Low · Score: -6.0
Guideline #20: Violated High · Score: -12.0
Guideline #21: Not Applicable · Score: 0.0
Guideline #22: Adhered High · Score: 7.2
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Customer & Address Information

12 Guidelines · Score: 23.9

Guideline #23: Adhered High · Score: 16.7
Guideline #24: Violated Low · Score: -9.6
Guideline #25: Not Applicable · Score: 0.0
Guideline #26: Issue Resolved · Score: 16.7
Guideline #27: Issue Resolved · Score: 16.7
Guideline #28: Adhered High · Score: 12.0
Guideline #29: Violated Low · Score: -6.0
Guideline #30: Violated Low · Score: -6.0
Guideline #31: Not Applicable · Score: 0.0
Guideline #32: Violated High · Score: -9.6
Guideline #33: Not Applicable · Score: 0.0
Guideline #34: Violated High · Score: -7.2
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Gifting Flow & Features

5 Guidelines · Score: 26.3

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: Adhered High · Score: 7.2
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Shipping & Store Pickup

11 Guidelines · Score: 76.6

“State of the Art” Performance
Guideline #40: Adhered High · Score: 16.7
Guideline #41: Violated Low · Score: -7.2
Guideline #42: Adhered High · Score: 12.0
Guideline #43: Adhered High · Score: 12.0
Guideline #44: Violated High · Score: -9.6
Guideline #45: Issue Resolved · Score: 4.8
Guideline #46: Adhered High · Score: 12.0
Guideline #47: Adhered High · Score: 12.0
Guideline #48: Adhered High · Score: 12.0
Guideline #49: Adhered High · Score: 12.0
Guideline #50: Not Applicable · Score: 0.0
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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: 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: -12.0

“Broken” Performance
Guideline #59: Violated Low · Score: -8.4
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: Violated Low · Score: -2.4
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Order Review

5 Guidelines · Score: -17.9

“Broken” Performance
Guideline #69: Neutral · Score: 0.0
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: -2.4

“Broken” Performance
Guideline #74: Violated High · Score: -12.0
Guideline #75: Adhered High · Score: 9.6
Guideline #76: Violated Low · Score: -3.6
Guideline #77: Adhered Low · Score: 3.6
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Page Design

6 Guidelines · Score: 3.6

“Broken” Performance
Guideline #78: Violated 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: Issue Resolved · 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: 47.9

“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: -2.4

“Broken” Performance
Guideline #94: Adhered Low · Score: 8.4
Guideline #95: Issue Resolved · Score: 16.7
Guideline #96: Neutral · Score: 0.0
Guideline #97: Violated High · Score: -12.0
Guideline #98: Violated Low · Score: -7.2
Guideline #99: Violated Low · Score: -6.0
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: Adhered High · 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: 21.5

Guideline #108: Adhered High · Score: 14.4
Guideline #109: Adhered High · Score: 14.4
Guideline #110: Violated High · Score: -7.2
Guideline #111: Not Applicable · Score: 0.0
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Field Labels & Microcopy

7 Guidelines · Score: -6.0

“Broken” Performance
Guideline #112: Violated Low · Score: -9.6
Guideline #113: Violated High · Score: -16.7
Guideline #114: Adhered High · Score: 12.0
Guideline #115: Not Applicable · Score: 0.0
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: -35.9

“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: Violated Low · Score: -3.6
Guideline #125: Violated Low · Score: -3.6
Guideline #126: Issue Resolved · Score: 7.2
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Default Values & Autocompletion

8 Guidelines · Score: -6.0

“Broken” Performance
Guideline #127: Adhered High · Score: 16.7
Guideline #128: Violated High · Score: -14.4
Guideline #129: Violated High · Score: -14.4
Guideline #130: Violated 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
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All 50 sites were benchmarked across the 134 guidelines from the E-Commerce Checkout usability study. During our evaluation, Apple’s checkout process adhered to 62 usability guidelines, violated 51, and scored neutral on 5 occasions, while a remaining 16 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: Electronics & Office

Overall Apple ranks 36 when comparing their checkout UX performance against the 49 other major US e-commerce sites in the benchmark, and ranks 7 in the Electronics & Office industry.

Poor
Acceptable
Good

2. Staples

6. Newegg

7. Apple

9. HP

“Broken” Performance
“Broken” Performance

11. Dell

“Broken” Performance
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