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Overstock’s Checkout UX

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

Some of Overstock's biggest checkout usability issues are due to mediocre Order Confirmation & E-Mail, broken Credit Card Form, and broken Account Selection & Creation. That said, their checkout performs well within Form Design & Features.

Rank: #34 of 50

Usability Score: 264

URL: overstock.com

Reviewer: Lauryn Smith

Poor
Acceptable
Good

Overall Checkout UX Performance

134 Guidelines · Score: 264

Shopping Cart & “Added to Cart” Behavior

10 Guidelines · Score: 52.6

Guideline #4: Issue Resolved · Score: 12.0
Guideline #5: Issue Resolved · Score: 12.0
Guideline #6: Issue Resolved · Score: 12.0
Guideline #7: Adhered Low · Score: 6.0
Guideline #8: Adhered Low · Score: 8.4
Guideline #9: Adhered High · Score: 12.0
Guideline #10: Violated Low · Score: -6.0
Guideline #11: Adhered High · Score: 12.0
Guideline #12: Violated Low · Score: -6.0
Guideline #13: Violated High · Score: -9.6
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Account Selection & Creation

9 Guidelines · Score: -19.1

“Broken” Performance
Guideline #14: Adhered High · Score: 16.7
Guideline #15: Violated High · Score: -16.7
Guideline #16: Not Applicable · Score: 0.0
Guideline #17: Violated Low · Score: -8.4
Guideline #18: Adhered Low · Score: 6.0
Guideline #19: Violated High · Score: -12.0
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: -15.6

“Broken” Performance
Guideline #23: Violated High · Score: -16.7
Guideline #24: Violated 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: 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 High · Score: -7.2
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Gifting Flow & Features

5 Guidelines · Score: -1.2

Guideline #35: Not Applicable · Score: 0.0
Guideline #36: Adhered High · Score: 12.0
Guideline #37: Violated Low · Score: -6.0
Guideline #38: Not Applicable · Score: 0.0
Guideline #39: Violated High · Score: -7.2
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Shipping & Store Pickup

11 Guidelines · Score: -7.2

“Broken” Performance
Guideline #40: Not Applicable · Score: 0.0
Guideline #41: Not Applicable · Score: 0.0
Guideline #42: Not Applicable · Score: 0.0
Guideline #43: Violated High · Score: -12.0
Guideline #44: Neutral · Score: 0.0
Guideline #45: Adhered High · Score: 4.8
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: 20.3

Guideline #51: Violated Low · Score: -6.0
Guideline #52: Adhered High · Score: 14.4
Guideline #53: Not Applicable · Score: 0.0
Guideline #54: Adhered High · Score: 12.0
Guideline #55: Not Applicable · Score: 0.0
Guideline #56: Violated High · Score: -9.6
Guideline #57: Adhered High · Score: 9.6
Guideline #58: Not Applicable · Score: 0.0
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Credit Card Form

10 Guidelines · Score: 9.6

“Broken” Performance
Guideline #59: Adhered 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: Not Applicable · Score: 0.0
Guideline #66: Adhered Low · Score: 4.8
Guideline #67: Violated High · Score: -7.2
Guideline #68: Adhered High · Score: 4.8
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Order Review

5 Guidelines · Score: 0.0

“Broken” Performance
Guideline #69: Not Applicable · Score: 0.0
Guideline #70: Not Applicable · Score: 0.0
Guideline #71: Not Applicable · Score: 0.0
Guideline #72: Not Applicable · Score: 0.0
Guideline #73: Not Applicable · Score: 0.0
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Order Confirmation & E-Mail

4 Guidelines · Score: 9.6

Guideline #74: Violated Low · Score: -6.0
Guideline #75: Adhered Low · Score: 4.8
Guideline #76: Adhered High · Score: 7.2
Guideline #77: Adhered Low · Score: 3.6
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Page Design

6 Guidelines · Score: 22.7

Guideline #78: Adhered High · Score: 12.0
Guideline #79: Not Applicable · Score: 0.0
Guideline #80: Not Applicable · Score: 0.0
Guideline #81: Not Applicable · Score: 0.0
Guideline #82: Adhered High · Score: 7.2
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: Adhered High · Score: 12.0
Guideline #87: Violated 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: 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
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Form Design & Features

8 Guidelines · Score: 76.6

Guideline #94: Adhered High · Score: 16.7
Guideline #95: Issue Resolved · Score: 16.7
Guideline #96: Adhered High · Score: 16.7
Guideline #97: Violated High · Score: -12.0
Guideline #98: Adhered High · Score: 14.4
Guideline #99: Adhered High · Score: 12.0
Guideline #100: Adhered High · Score: 7.2
Guideline #101: Adhered High · Score: 4.8
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Validation Errors & Data Persistence

6 Guidelines · Score: -39.5

“Broken” Performance
Guideline #102: Adhered High · Score: 19.1
Guideline #103: Violated High · Score: -19.1
Guideline #104: Violated High · Score: -16.7
Guideline #105: Violated Low · Score: -8.4
Guideline #106: Not Applicable · Score: 0.0
Guideline #107: Violated High · Score: -14.4
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Address Validators

4 Guidelines · Score: 14.4

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

7 Guidelines · Score: 40.7

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: Neutral · Score: 0.0
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Field Design & Features

8 Guidelines · Score: -28.7

“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 High · Score: -7.2
Guideline #125: Adhered High · Score: 7.2
Guideline #126: Issue Resolved · Score: 7.2
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Default Values & Autocompletion

8 Guidelines · Score: 47.9

Guideline #127: Adhered High · Score: 16.7
Guideline #128: Adhered High · Score: 14.4
Guideline #129: Issue Resolved · Score: 14.4
Guideline #130: Violated High · Score: -12.0
Guideline #131: Adhered High · Score: 14.4
Guideline #132: Violated 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, Overstock’s checkout process adhered to 59 usability guidelines, violated 37, and scored neutral on 3 occasions, while a remaining 35 guidelines weren’t applicable.

See methodology to read up on the evaluation criteria and scoring algorithm.

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Industry Comparison: Mass Merchant

Overall Overstock ranks 34 when comparing their checkout UX performance against the 49 other major US e-commerce sites in the benchmark, and ranks 7 in the Mass Merchant industry.

Poor
Acceptable
Good

1. Walmart

3. Target

4. Sears

5. Etsy

7. Overstock

8. Rakuten

9. Amazon

10. Kohl's

11. Macy's

12. Costco

“Broken” Performance
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