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Site Info

This is a usability benchmark of ShopNBC's checkout process. In total, 100 sites have been benchmarked across 63 usability guidelines from the E-Commerce Checkout research study. You can also navigate the sites by checkout step.

Legal name: ShopNBC

Website URL: shopnbc.com

Industry: Mass Merchant

Rank: 97 of 100

Reviewed on: March 26, 2012

Reviewed by: Christian Holst

Usability Evaluation

When reviewed on March 26, 2012, the e-commerce checkout process of ShopNBC adhered to 29 usability guidelines, violated 28, and scored neutral on 3 occasions, while a remaining 3 guidelines weren’t applicable.

To read each guideline and review your own sites, you’ll need Pro access.

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

Show detailed score breakdown

Benchmark averages

Data Input -70

Copywriting 71.7

Layout -6.7

Navigation -10

Flow 48.3

Focus -85

Total score: -52

  • Data Input Score: -70

    • Guideline #1 -26.7 Violated High
    • Guideline #2 20.0 Adhered High
    • Guideline #3 -10.0 Violated Low
    • Guideline #4 -20.0 Violated High
    • Guideline #5 6.7 Adhered Low
    • Guideline #6 -13.3 Violated High
    • Guideline #7 -6.7 Violated High
    • Guideline #8 -10.0 Violated High
    • Guideline #9 -10.0 Violated High
    • Guideline #10 -10.0 Violated High
    • Guideline #11 -6.7 Violated High
    • Guideline #12 6.7 Adhered High
    • Guideline #13 0 Not Applicable
    • Guideline #14 6.7 Adhered High
    • Guideline #15 3.3 Adhered Low
  • Copywriting Score: 71.7

    • Guideline #16 26.7 Adhered High
    • Guideline #17 20.0 Adhered High
    • Guideline #18 20.0 Adhered High
    • Guideline #19 16.7 Adhered High
    • Guideline #20 -8.3 Violated Low
    • Guideline #21 -13.3 Violated High
    • Guideline #22 6.7 Adhered High
    • Guideline #23 3.3 Adhered Low
  • Layout Score: -6.7

    • Guideline #24 11.7 Adhered Low
    • Guideline #25 0 Not Applicable
    • Guideline #26 -11.7 Violated Low
    • Guideline #27 -16.7 Violated High
    • Guideline #28 0 Neutral
    • Guideline #29 16.7 Issue Resolved
    • Guideline #30 -20.0 Violated High
    • Guideline #31 10.0 Adhered High
    • Guideline #32 -10.0 Violated High
    • Guideline #33 10.0 Adhered High
    • Guideline #34 -10.0 Violated High
    • Guideline #35 3.3 Adhered Low
    • Guideline #36 0 Neutral
    • Guideline #37 6.7 Issue Resolved
    • Guideline #38 3.3 Adhered Low
  • Navigation Score: -10

    • Guideline #39 -20.0 Violated High
    • Guideline #40 20.0 Adhered High
    • Guideline #41 -20.0 Violated High
    • Guideline #42 16.7 Adhered High
    • Guideline #43 -13.3 Violated High
    • Guideline #44 13.3 Adhered High
    • Guideline #45 -10.0 Violated High
    • Guideline #46 3.3 Adhered Low
  • Flow Score: 48.3

    • Guideline #47 23.3 Adhered High
    • Guideline #48 0 Neutral
    • Guideline #49 -23.3 Violated High
    • Guideline #50 8.3 Adhered Low
    • Guideline #51 13.3 Adhered High
    • Guideline #52 13.3 Adhered High
    • Guideline #53 13.3 Issue Resolved
  • Focus Score: -85

    • Guideline #54 -26.7 Violated High
    • Guideline #55 -26.7 Violated High
    • Guideline #56 -16.7 Violated High
    • Guideline #57 0 Not Applicable
    • Guideline #58 -16.7 Violated High
    • Guideline #59 -8.3 Violated Low
    • Guideline #60 16.7 Issue Resolved
    • Guideline #61 -6.7 Violated Low
    • Guideline #62 6.7 Adhered High
    • Guideline #63 -6.7 Violated High

Industry Comparison

A total of 15 sites were benchmarked in the Mass Merchant industry, of which ShopNBC ranks 14. This makes the site...

Better than:

Checkout Design

The checkout process of ShopNBC is 9 steps long and has been marked up with 36 examples of usability best (and worst) practices.

Tip: See the full-size screenshots by clicking the thumbnails below or clicking the arrows on the edge of the page.

Checkout Step 1 of 9 Cart

In this checkout step there's 5 highlights (pro only) outlining what ShopNBC are doing right and wrong.

Tip: Navigate using the arrows on the left and right of the page.

ShopNBC's Cart Checkout Step

Guideline #50

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Guideline #51

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Guideline #61

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Checkout Step 2 of 9 Account

In this checkout step there's 2 highlights (pro only) outlining what ShopNBC are doing right and wrong.

Tip: Navigate using the arrows on the left and right of the page.

ShopNBC's Account Checkout Step

Checkout Step 3 of 9 Account

In this checkout step there's 7 highlights (pro only) outlining what ShopNBC are doing right and wrong.

Tip: Navigate using the arrows on the left and right of the page.

ShopNBC's Account Checkout Step

Guideline #56

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Guideline #16

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Guideline #10

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Guideline #6

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Checkout Step 4 of 9 Shipping address, Billing address

In this checkout step there's 6 highlights (pro only) outlining what ShopNBC are doing right and wrong.

Tip: Navigate using the arrows on the left and right of the page.

ShopNBC's Shipping address and Billing address Checkout Step

Guideline #2

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Guideline #16

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Guideline #9

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Guideline #11

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Guideline #1

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Checkout Step 5 of 9 Account

In this checkout step there's 1 highlight (pro only) outlining what ShopNBC are doing right and wrong.

Tip: Navigate using the arrows on the left and right of the page.

ShopNBC's Account Checkout Step

Checkout Step 6 of 9 Shipping address

In this checkout step there's 2 highlights (pro only) outlining what ShopNBC are doing right and wrong.

Tip: Navigate using the arrows on the left and right of the page.

ShopNBC's Shipping address Checkout Step

Guideline #8

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Checkout Step 7 of 9 Delivery options

In this checkout step there's 2 highlights (pro only) outlining what ShopNBC are doing right and wrong.

Tip: Navigate using the arrows on the left and right of the page.

ShopNBC's Delivery options Checkout Step

Guideline #52

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Guideline #42

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Checkout Step 8 of 9 Payment

In this checkout step there's 9 highlights (pro only) outlining what ShopNBC are doing right and wrong.

Tip: Navigate using the arrows on the left and right of the page.

ShopNBC's Payment Checkout Step

Guideline #8

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Guideline #45

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Guideline #63

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Guideline #58

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Guideline #18

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Guideline #21

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Guideline #2

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Checkout Step 9 of 9 Order review

In this checkout step there's 2 highlights (pro only) outlining what ShopNBC are doing right and wrong.

Tip: Navigate using the arrows on the left and right of the page.

ShopNBC's Order review Checkout Step

Guideline #34

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Guideline #44

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Explore Further

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