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

Nike’s Checkout UX

This is a usability benchmark of the checkout experience of Nike and 49 other sites. The overall performance of Nike is mediocre. Notably, Nike's checkout performance is hampered by mediocre Account Selection & Creation and poor Address Validators, although this is helped somewhat by state of the art User Attention & Interactions and good Field Design & Features.

Rank: #20 of 50

Usability Score: 361

URL: nike.com

Reviewed by: Lauryn Smith

Poor
Acceptable
Good

Overall Checkout UX Performance

134 Guidelines · Score: 361

Shopping Cart & “Added to Cart” Behavior

10 Guidelines · Score: 12.0

“Broken” Performance
Guideline #4: Adhered High · Score: 12.0
Guideline #5: Issue Resolved · Score: 12.0
Guideline #6: Issue Resolved · Score: 12.0
Guideline #7: Violated Low · Score: -6.0
Guideline #8: Adhered Low · Score: 8.4
Guideline #9: Violated Low · Score: -6.0
Guideline #10: Violated High · Score: -12.0
Guideline #11: Violated High · Score: -12.0
Guideline #12: Violated Low · Score: -6.0
Guideline #13: Adhered High · Score: 9.6
Guideline content only available in Baymard Pro – Get Full Access

Account Selection & Creation

9 Guidelines · Score: 13.2

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 Low · Score: -6.0
Guideline #19: Adhered High · Score: 12.0
Guideline #20: Adhered High · Score: 12.0
Guideline #21: Not Applicable · Score: 0.0
Guideline #22: Adhered Low · Score: 3.6
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: Issue Resolved · Score: 16.7
Guideline #27: Issue Resolved · Score: 16.7
Guideline #28: Violated High · Score: -12.0
Guideline #29: Violated High · Score: -12.0
Guideline #30: Violated Low · Score: -6.0
Guideline #31: Not Applicable · Score: 0.0
Guideline #32: Not Applicable · Score: 0.0
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: 2.4

Guideline #35: Violated High · Score: -16.7
Guideline #36: Adhered High · Score: 12.0
Guideline #37: Violated Low · Score: -6.0
Guideline #38: Adhered Low · Score: 6.0
Guideline #39: Adhered High · Score: 7.2
Guideline content only available in Baymard Pro – Get Full Access

Shipping & Store Pickup

11 Guidelines · Score: 0.0

“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: 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
Guideline content only available in Baymard Pro – Get Full Access

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

8 Guidelines · Score: 29.9

Guideline #51: Adhered High · Score: 12.0
Guideline #52: Adhered Low · Score: 7.2
Guideline #53: Not Applicable · Score: 0.0
Guideline #54: Adhered Low · Score: 6.0
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
Guideline content only available in Baymard Pro – Get Full Access

Credit Card Form

10 Guidelines · Score: 3.6

“Broken” Performance
Guideline #59: Violated High · Score: -16.7
Guideline #60: Violated High · Score: -16.7
Guideline #61: Adhered High · Score: 16.7
Guideline #62: Adhered High · Score: 12.0
Guideline #63: Issue Resolved · Score: 12.0
Guideline #64: Violated Low · Score: -6.0
Guideline #65: Adhered Low · Score: 6.0
Guideline #66: Violated Low · Score: -4.8
Guideline #67: Violated Low · Score: -3.6
Guideline #68: Adhered High · Score: 4.8
Guideline content only available in Baymard Pro – Get Full Access

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
Guideline content only available in Baymard Pro – Get Full Access

Order Confirmation & E-Mail

4 Guidelines · Score: 8.4

Guideline #74: Violated High · Score: -12.0
Guideline #75: Adhered High · Score: 9.6
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: 23.9

Guideline #78: Adhered 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 Low · Score: 3.6
Guideline content only available in Baymard Pro – Get Full Access

User Attention & Interactions

6 Guidelines · Score: 67.0

“State of the Art” Performance
Guideline #84: Adhered High · 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
Guideline content only available in Baymard Pro – Get Full Access

Cross-Sells

4 Guidelines · Score: 29.9

Guideline #90: Issue Resolved · Score: 16.7
Guideline #91: Violated Low · Score: -6.0
Guideline #92: Adhered High · Score: 12.0
Guideline #93: Adhered High · Score: 7.2
Guideline content only available in Baymard Pro – Get Full Access

Form Design & Features

8 Guidelines · Score: 57.4

Guideline #94: Adhered High · Score: 16.7
Guideline #95: Issue Resolved · Score: 16.7
Guideline #96: Neutral · Score: 0.0
Guideline #97: Neutral · Score: 0.0
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: 12.0

“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: Adhered Low · Score: 7.2
Guideline content only available in Baymard Pro – Get Full Access

Address Validators

4 Guidelines · Score: 0.0

Guideline #108: Not Applicable · Score: 0.0
Guideline #109: Not Applicable · Score: 0.0
Guideline #110: Not Applicable · Score: 0.0
Guideline #111: Not Applicable · Score: 0.0
Guideline content only available in Baymard Pro – Get Full Access

Field Labels & Microcopy

7 Guidelines · Score: 28.7

Guideline #112: Violated Low · Score: -9.6
Guideline #113: Adhered High · Score: 16.7
Guideline #114: Adhered High · Score: 12.0
Guideline #115: Violated 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: 52.6

Guideline #119: Adhered High · Score: 16.7
Guideline #120: Adhered High · Score: 12.0
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 High · Score: -7.2
Guideline #126: Issue Resolved · Score: 7.2
Guideline content only available in Baymard Pro – Get Full Access

Default Values & Autocompletion

8 Guidelines · Score: 13.2

“Broken” Performance
Guideline #127: Violated High · Score: -16.7
Guideline #128: Adhered High · Score: 14.4
Guideline #129: Violated 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, Nike’s checkout process adhered to 67 usability guidelines, violated 39, and scored neutral on 4 occasions, while a remaining 24 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 Nike ranks 20 when comparing their checkout UX performance against the 49 other major US e-commerce sites in the benchmark, and ranks 3 in the Apparel & Accessories industry.

Poor
Acceptable
Good

3. Nike

7. Gilt

8. Gap

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