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ShopNBC’s Checkout UX

This is a usability benchmark of the checkout experience of ShopNBC and 99 other sites. The overall performance of ShopNBC is all but broken. ShopNBC's checkout is particularly thwarted by usability issues related to broken Focus, Data Input, and Layout. That said, their checkout performs great within Copywriting.

Rank: #97 of 100

Usability Score: -117

URL: shopnbc.com

Reviewed by: Christian Holst

Poor
Acceptable
Good

Data Input

15 Guidelines · Score: -157.2

“Broken” Performance
Guideline #1: Violated High · Score: -59.9
Guideline #2: Adhered High · Score: 44.9
Guideline #3: Violated Low · Score: -22.5
Guideline #4: Violated High · Score: -44.9
Guideline #5: Adhered Low · Score: 15.0
Guideline #6: Violated High · Score: -29.9
Guideline #7: Violated High · Score: -15.0
Guideline #8: Violated High · Score: -22.5
Guideline #9: Violated High · Score: -22.5
Guideline #10: Violated High · 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 Low · Score: 7.5
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Copywriting

8 Guidelines · Score: 161.0

“State of the Art” Performance
Guideline #16: Adhered High · Score: 59.9
Guideline #17: Adhered High · Score: 44.9
Guideline #18: Adhered High · Score: 44.9
Guideline #19: Adhered High · Score: 37.4
Guideline #20: Violated Low · Score: -18.7
Guideline #21: Violated High · Score: -29.9
Guideline #22: Adhered High · Score: 15.0
Guideline #23: Adhered Low · Score: 7.5
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Layout

15 Guidelines · Score: -15.0

“Broken” Performance
Guideline #24: Adhered Low · Score: 26.2
Guideline #25: Not Applicable · Score: 0.0
Guideline #26: Violated Low · Score: -26.2
Guideline #27: Violated High · Score: -37.4
Guideline #28: Neutral · Score: 0.0
Guideline #29: Issue Resolved · Score: 37.4
Guideline #30: Violated High · Score: -44.9
Guideline #31: Adhered High · Score: 22.5
Guideline #32: Violated High · Score: -22.5
Guideline #33: Adhered High · Score: 22.5
Guideline #34: Violated High · Score: -22.5
Guideline #35: Adhered Low · Score: 7.5
Guideline #36: Neutral · Score: 0.0
Guideline #37: Issue Resolved · Score: 15.0
Guideline #38: Adhered Low · Score: 7.5
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Navigation

8 Guidelines · Score: -22.5

“Broken” Performance
Guideline #39: Violated High · Score: -44.9
Guideline #40: Adhered High · Score: 44.9
Guideline #41: Violated High · Score: -44.9
Guideline #42: Adhered High · Score: 37.4
Guideline #43: Violated High · Score: -29.9
Guideline #44: Adhered High · Score: 29.9
Guideline #45: Violated High · Score: -22.5
Guideline #46: Adhered Low · Score: 7.5
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Flow

7 Guidelines · Score: 108.6

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: Adhered High · Score: 29.9
Guideline #52: Adhered High · Score: 29.9
Guideline #53: Issue Resolved · Score: 29.9
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Focus

10 Guidelines · Score: -190.9

“Broken” Performance
Guideline #54: Violated High · Score: -59.9
Guideline #55: Violated High · Score: -59.9
Guideline #56: Violated High · Score: -37.4
Guideline #57: Not Applicable · Score: 0.0
Guideline #58: Violated High · Score: -37.4
Guideline #59: Violated Low · Score: -18.7
Guideline #60: Issue Resolved · Score: 37.4
Guideline #61: Violated Low · Score: -15.0
Guideline #62: Adhered High · Score: 15.0
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, ShopNBC's checkout process adhered to 29 usability guidelines, violated 28, and scored neutral on 3 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: Mass Merchant

Overall ShopNBC ranks 97 when comparing their checkout UX performance against the 99 other major US e-commerce sites in the benchmark, and ranks 14 in the Mass Merchant industry.

Poor
Acceptable
Good

1. Sears

3. Walmart

4. Target

5. Buy.com

6. Kohl's

10. Amazon

“Broken” Performance

14. ShopNBC

“Broken” Performance

15. Costco

“Broken” Performance
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