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B&H Photo’s Checkout UX

This is a usability benchmark of the checkout experience of B&H Photo and 49 other sites. The overall performance of B&H Photo is decent. It is especially a state of the art Field Design & Features, Payment Flow & Methods (Incl. 3rd-Party), and Credit Card Form that helps B&H Photo's checkout UX. Do, however, watch out for their broken Order Review performance.

Rank: #1 of 50

Usability Score: 754

URL: bhphotovideo.com

Reviewed by: Lauryn Smith

Poor
Acceptable
Good

Overall Checkout UX Performance

134 Guidelines · Score: 754.0

Shopping Cart & “Added to Cart” Behavior

10 Guidelines · Score: 35.9

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: Adhered Low · Score: 8.4
Guideline #9: Violated Low · Score: -6.0
Guideline #10: Violated High · Score: -12.0
Guideline #11: Violated Low · Score: -6.0
Guideline #12: Violated Low · Score: -6.0
Guideline #13: Adhered High · Score: 9.6
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Account Selection & Creation

9 Guidelines · Score: 41.9

Guideline #14: Adhered High · Score: 16.7
Guideline #15: Violated High · Score: -16.7
Guideline #16: Violated Low · Score: -8.4
Guideline #17: Adhered High · Score: 16.7
Guideline #18: Adhered 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
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Customer & Address Information

12 Guidelines · Score: 70.6

Guideline #23: Adhered High · Score: 16.7
Guideline #24: Adhered High · Score: 19.1
Guideline #25: Not Applicable · Score: 0.0
Guideline #26: Violated High · 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: Adhered 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: 46.6

Guideline #40: Adhered High · Score: 16.7
Guideline #41: Violated High · Score: -14.4
Guideline #42: Adhered High · Score: 12.0
Guideline #43: Adhered Low · Score: 6.0
Guideline #44: Violated High · Score: -9.6
Guideline #45: Adhered High · Score: 4.8
Guideline #46: Neutral · Score: 0.0
Guideline #47: Adhered High · Score: 12.0
Guideline #48: Adhered High · Score: 12.0
Guideline #49: Neutral · Score: 0.0
Guideline #50: Adhered High · Score: 7.2
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Payment Flow & Methods (Incl. 3rd-Party)

8 Guidelines · Score: 50.2

“State of the Art” Performance
Guideline #51: Adhered High · Score: 12.0
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: Adhered High · Score: 9.6
Guideline #58: Not Applicable · Score: 0.0
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Credit Card Form

10 Guidelines · Score: 71.8

“State of the Art” Performance
Guideline #59: Adhered High · Score: 16.7
Guideline #60: Adhered High · Score: 16.7
Guideline #61: Violated Low · Score: -8.4
Guideline #62: Adhered High · Score: 12.0
Guideline #63: Issue Resolved · Score: 12.0
Guideline #64: Adhered High · Score: 12.0
Guideline #65: Neutral · Score: 0.0
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: 3.6

“Broken” Performance
Guideline #69: Violated High · Score: -16.7
Guideline #70: Adhered Low · Score: 7.2
Guideline #71: Adhered High · Score: 12.0
Guideline #72: Adhered Low · Score: 6.0
Guideline #73: Violated Low · Score: -4.8
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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: 31.1

Guideline #78: Adhered High · Score: 12.0
Guideline #79: Violated High · Score: -12.0
Guideline #80: Adhered High · Score: 9.6
Guideline #81: Adhered High · Score: 7.2
Guideline #82: Adhered 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: 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
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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: 65.8

Guideline #94: Adhered High · Score: 16.7
Guideline #95: Issue Resolved · Score: 16.7
Guideline #96: Adhered High · Score: 16.7
Guideline #97: Adhered Low · Score: 6.0
Guideline #98: Violated 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: 77.7

“State of the Art” Performance
Guideline #102: Adhered High · Score: 19.1
Guideline #103: Issue Resolved · Score: 19.1
Guideline #104: Adhered High · Score: 16.7
Guideline #105: Adhered Low · Score: 8.4
Guideline #106: Neutral · Score: 0.0
Guideline #107: Adhered 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: 4.8

“Broken” Performance
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: Violated High · Score: -12.0
Guideline #117: Not Applicable · Score: 0.0
Guideline #118: Adhered High · Score: 7.2
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Field Design & Features

8 Guidelines · Score: 81.3

“State of the Art” Performance
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: Adhered High · Score: 7.2
Guideline #124: Adhered 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: 51.4

Guideline #127: Adhered High · Score: 16.7
Guideline #128: Adhered High · Score: 14.4
Guideline #129: Adhered 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, B&H Photo's checkout process adhered to 91 usability guidelines, violated 26, and scored neutral on 5 occasions, while a remaining 15 guidelines weren’t applicable.

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

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Industry Comparison: Electronics & Office

Overall B&H Photo ranks 1 when comparing their checkout UX performance against the 49 other major US e-commerce sites in the benchmark, and is the best performing site in the Electronics & Office industry.

Poor
Acceptable
Good

1. B&H Photo

2. Staples

6. Newegg

7. Apple

9. HP

“Broken” Performance
“Broken” Performance

11. Dell

“Broken” Performance
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