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Ann Taylor’s Checkout UX

This is a usability benchmark of the checkout experience of Ann Taylor and 49 other sites. The overall performance of Ann Taylor is mediocre. Ann Taylor's checkout in particular suffers from usability issues caused by mediocre Page Design, poor Shopping Cart & “Added to Cart” Behavior, and broken Form Design & Features. That said, their checkout performs great within Customer & Address Information.

Rank: #31 of 50

Usability Score: 313

URL: anntaylor.com

Reviewed by: Edward Scott

Poor
Acceptable
Good

Overall Checkout UX Performance

134 Guidelines · Score: 313

Shopping Cart & “Added to Cart” Behavior

10 Guidelines · Score: 15.6

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: Not Applicable · Score: 0.0
Guideline #13: Violated High · Score: -9.6
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Account Selection & Creation

9 Guidelines · Score: 20.3

Guideline #14: Adhered High · Score: 16.7
Guideline #15: Neutral · Score: 0.0
Guideline #16: Not Applicable · Score: 0.0
Guideline #17: Neutral · Score: 0.0
Guideline #18: Adhered High · Score: 12.0
Guideline #19: Violated Low · Score: -6.0
Guideline #20: Violated Low · Score: -6.0
Guideline #21: Not Applicable · Score: 0.0
Guideline #22: Adhered Low · Score: 3.6
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Customer & Address Information

12 Guidelines · Score: 93.3

“State of the Art” Performance
Guideline #23: Adhered 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: Adhered 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
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Gifting Flow & Features

5 Guidelines · Score: -21.5

“Broken” Performance
Guideline #35: Violated High · Score: -16.7
Guideline #36: Adhered High · Score: 12.0
Guideline #37: Violated High · Score: -12.0
Guideline #38: Violated High · Score: -12.0
Guideline #39: Adhered High · Score: 7.2
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Shipping & Store Pickup

11 Guidelines · Score: 26.3

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 Low · Score: -4.8
Guideline #45: Violated 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
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Payment Flow & Methods (Incl. 3rd-Party)

8 Guidelines · Score: -9.6

“Broken” Performance
Guideline #51: Not Applicable · Score: 0.0
Guideline #52: Violated High · Score: -14.4
Guideline #53: Not Applicable · Score: 0.0
Guideline #54: Neutral · Score: 0.0
Guideline #55: Not Applicable · Score: 0.0
Guideline #56: Not Applicable · Score: 0.0
Guideline #57: Adhered Low · Score: 4.8
Guideline #58: Not Applicable · Score: 0.0
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Credit Card Form

10 Guidelines · Score: -21.5

“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: Violated Low · Score: -6.0
Guideline #66: Adhered High · Score: 9.6
Guideline #67: Violated Low · Score: -3.6
Guideline #68: Adhered High · Score: 4.8
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Order Review

5 Guidelines · Score: 0.0

“Broken” Performance
Guideline #69: Neutral · Score: 0.0
Guideline #70: Violated High · Score: -14.4
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: 17.9

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

6 Guidelines · Score: 16.7

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: Violated High · Score: -7.2
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: 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: -13.2

“Broken” Performance
Guideline #94: Violated Low · Score: -8.4
Guideline #95: Issue Resolved · Score: 16.7
Guideline #96: Violated High · Score: -16.7
Guideline #97: Neutral · Score: 0.0
Guideline #98: Violated 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
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Validation Errors & Data Persistence

6 Guidelines · Score: 38.3

Guideline #102: Adhered High · Score: 19.1
Guideline #103: Issue Resolved · Score: 19.1
Guideline #104: Violated High · Score: -16.7
Guideline #105: Adhered High · Score: 16.7
Guideline #106: Neutral · Score: 0.0
Guideline #107: Neutral · Score: 0.0
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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: -13.2

“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: Violated Low · Score: -6.0
Guideline #117: Not Applicable · Score: 0.0
Guideline #118: Adhered High · Score: 7.2
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Field Design & Features

8 Guidelines · Score: -1.2

“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: Adhered High · Score: 12.0
Guideline #123: Neutral · Score: 0.0
Guideline #124: Not Applicable · Score: 0.0
Guideline #125: Violated Low · Score: -3.6
Guideline #126: Issue Resolved · Score: 7.2
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Default Values & Autocompletion

8 Guidelines · Score: 52.6

Guideline #127: Violated High · Score: -16.7
Guideline #128: Adhered High · Score: 14.4
Guideline #129: Issue Resolved · Score: 14.4
Guideline #130: Adhered High · Score: 12.0
Guideline #131: Adhered High · Score: 14.4
Guideline #132: Adhered High · Score: 7.2
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, Ann Taylor’s checkout process adhered to 61 usability guidelines, violated 39, and scored neutral on 10 occasions, while a remaining 24 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 Ann Taylor ranks 31 when comparing their checkout UX performance against the 49 other major US e-commerce sites in the benchmark, and ranks 6 in the Apparel & Accessories industry.

Poor
Acceptable
Good

3. Nike

6. Ann Taylor

7. Gilt

8. Gap

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