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Nike’s Checkout UX

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

For instance, Nike's checkout has state of the art Navigation and good Layout yet suffers from broken Data Input.

Rank: #33 of 100

Usability Score: 618

URL: store.nike.com

Reviewer: Christian Holst

Poor
Acceptable
Good

Overall Checkout UX Performance

63 Guidelines · Score: 618

Data Input

15 Guidelines · Score: -37.4

“Broken” Performance
Guideline #1: Violated High · Score: -59.9
Guideline #2: Issue Resolved · Score: 44.9
Guideline #3: Violated High · Score: -44.9
Guideline #4: Adhered High · Score: 44.9
Guideline #5: Violated High · Score: -29.9
Guideline #6: Violated High · Score: -29.9
Guideline #7: Violated High · Score: -15.0
Guideline #8: Issue Resolved · Score: 22.5
Guideline #9: Violated High · Score: -22.5
Guideline #10: Issue Resolved · Score: 22.5
Guideline #11: Violated High · Score: -15.0
Guideline #12: Adhered High · Score: 15.0
Guideline #13: Not Applicable · Score: 0.0
Guideline #14: Adhered High · Score: 15.0
Guideline #15: Adhered High · Score: 15.0
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Copywriting

8 Guidelines · Score: 56.1

Guideline #16: Violated High · Score: -59.9
Guideline #17: Adhered High · Score: 44.9
Guideline #18: Issue Resolved · Score: 44.9
Guideline #19: Adhered High · Score: 37.4
Guideline #20: Adhered Low · Score: 18.7
Guideline #21: Violated High · Score: -29.9
Guideline #22: Adhered High · Score: 15.0
Guideline #23: Violated High · Score: -15.0
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Layout

15 Guidelines · Score: 198.4

Guideline #24: Adhered Low · Score: 26.2
Guideline #25: Neutral · Score: 0.0
Guideline #26: Adhered High · Score: 52.4
Guideline #27: Adhered High · Score: 37.4
Guideline #28: Adhered High · Score: 37.4
Guideline #29: Adhered High · Score: 37.4
Guideline #30: Violated High · Score: -44.9
Guideline #31: Adhered Low · Score: 11.2
Guideline #32: Adhered Low · Score: 11.2
Guideline #33: Neutral · Score: 0.0
Guideline #34: Violated High · Score: -22.5
Guideline #35: Adhered Low · Score: 7.5
Guideline #36: Adhered High · Score: 15.0
Guideline #37: Issue Resolved · Score: 15.0
Guideline #38: Adhered High · Score: 15.0
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Navigation

8 Guidelines · Score: 239.6

“State of the Art” Performance
Guideline #39: Adhered High · Score: 44.9
Guideline #40: Adhered High · Score: 44.9
Guideline #41: Adhered High · Score: 44.9
Guideline #42: Adhered High · Score: 37.4
Guideline #43: Neutral · Score: 0.0
Guideline #44: Adhered High · Score: 29.9
Guideline #45: Adhered High · Score: 22.5
Guideline #46: Adhered High · Score: 15.0
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Flow

7 Guidelines · Score: 48.7

Guideline #47: Adhered High · Score: 52.4
Guideline #48: Neutral · Score: 0.0
Guideline #49: Violated High · Score: -52.4
Guideline #50: Adhered Low · Score: 18.7
Guideline #51: Violated High · Score: -29.9
Guideline #52: Adhered High · Score: 29.9
Guideline #53: Adhered High · Score: 29.9
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Focus

10 Guidelines · Score: 112.3

Guideline #54: Adhered High · Score: 59.9
Guideline #55: Violated High · Score: -59.9
Guideline #56: Adhered High · Score: 37.4
Guideline #57: Not Applicable · Score: 0.0
Guideline #58: Neutral · Score: 0.0
Guideline #59: Issue Resolved · Score: 37.4
Guideline #60: Issue Resolved · Score: 37.4
Guideline #61: Adhered Low · Score: 15.0
Guideline #62: Not Applicable · Score: 0.0
Guideline #63: Violated High · Score: -15.0
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All 100 sites were benchmarked across the 63 guidelines from the E-Commerce Checkout usability study. During our evaluation, Nike’s checkout process adhered to 39 usability guidelines, violated 16, and scored neutral on 5 occasions, while a remaining 3 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 Nike ranks 33 when comparing their checkout UX performance against the 99 other major US e-commerce sites in the benchmark, and ranks 10 in the Apparel & Accessories industry.

Poor
Acceptable
Good
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