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B&H Photo’s Mobile E-Commerce UX

This is a usability benchmark of the mobile site user 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 Filtering & Sorting, Shipping, and Product List that helps B&H Photo's mobile UX. Do, however, watch out for their broken Product Page Layout performance.

Rank: #1 of 50

Usability Score: 792

URL: bhphotovideo.com

Reviewed by: Baymard Institute

Poor
Acceptable
Good

Overall Mobile UX Performance

146 Guidelines · Score: 792.5

Navigation & Product Browsing

4 Guidelines · Score: 59.4

Guideline #29: Not Applicable · Score: 0.0
Guideline #30: Adhered High · Score: 28.8
Guideline #31: Adhered High · Score: 21.6
Guideline #32: Adhered Low · Score: 9.0
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Search

5 Guidelines · Score: 16.2

Guideline #33: Violated Low · Score: -12.6
Guideline #34: Adhered High · Score: 28.8
Guideline #35: Adhered Low · Score: 12.6
Guideline #36: Violated Low · Score: -12.6
Guideline #37: Neutral · Score: 0.0
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Product List

12 Guidelines · Score: 104.4

“State of the Art” Performance
Guideline #38: Adhered High · Score: 28.8
Guideline #39: Adhered High · Score: 25.2
Guideline #40: Adhered High · Score: 21.6
Guideline #41: Adhered Low · Score: 9.0
Guideline #42: Adhered High · Score: 18.0
Guideline #43: Adhered High · Score: 21.6
Guideline #44: Violated High · Score: -18.0
Guideline #45: Violated Low · Score: -9.0
Guideline #46: Not Applicable · Score: 0.0
Guideline #47: Not Applicable · Score: 0.0
Guideline #48: Neutral · Score: 0.0
Guideline #49: Adhered High · Score: 7.2
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Filtering & Sorting

9 Guidelines · Score: 122.4

“State of the Art” Performance
Guideline #50: Adhered High · Score: 25.2
Guideline #51: Adhered High · Score: 25.2
Guideline #52: Adhered High · Score: 18.0
Guideline #53: Adhered High · Score: 18.0
Guideline #54: Neutral · Score: 0.0
Guideline #55: Adhered High · Score: 18.0
Guideline #56: Violated Low · Score: -7.2
Guideline #57: Adhered High · Score: 14.4
Guideline #58: Adhered High · Score: 10.8
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Cross Navigation & Compatibility

5 Guidelines · Score: 46.8

“State of the Art” Performance
Guideline #59: Adhered High · Score: 21.6
Guideline #60: Violated High · Score: -18.0
Guideline #61: Adhered High · Score: 18.0
Guideline #62: Adhered High · Score: 14.4
Guideline #63: Adhered High · Score: 10.8
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Product Page Layout

6 Guidelines · Score: 0.0

“Broken” Performance
Guideline #64: Violated Low · Score: -12.6
Guideline #65: Issue Resolved · Score: 21.6
Guideline #66: Violated Low · Score: -9.0
Guideline #67: Violated Low · Score: -9.0
Guideline #68: Violated Low · Score: -9.0
Guideline #69: Adhered High · Score: 18.0
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Product Images

5 Guidelines · Score: 55.8

Guideline #70: Adhered High · Score: 28.8
Guideline #71: Adhered Low · Score: 12.6
Guideline #72: Adhered High · Score: 25.2
Guideline #73: Violated High · Score: -14.4
Guideline #74: Adhered Low · Score: 3.6
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Product Descriptions & Specs

3 Guidelines · Score: 43.2

“State of the Art” Performance
Guideline #75: Adhered High · Score: 25.2
Guideline #76: Adhered High · Score: 18.0
Guideline #77: Not Applicable · Score: 0.0
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Cart

2 Guidelines · Score: 14.4

“State of the Art” Performance
Guideline #81: Adhered Low · Score: 9.0
Guideline #82: Adhered Low · Score: 5.4
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Total Cost

6 Guidelines · Score: 32.4

Guideline #83: Adhered Low · Score: 14.4
Guideline #84: Not Applicable · Score: 0.0
Guideline #85: Not Applicable · Score: 0.0
Guideline #86: Not Applicable · Score: 0.0
Guideline #87: Adhered High · Score: 18.0
Guideline #88: Not Applicable · Score: 0.0
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Shipping

3 Guidelines · Score: 68.4

“State of the Art” Performance
Guideline #89: Adhered High · Score: 25.2
Guideline #90: Adhered High · Score: 21.6
Guideline #91: Adhered High · Score: 21.6
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Account

3 Guidelines · Score: 0.0

“Broken” Performance
Guideline #92: Adhered High · Score: 25.2
Guideline #93: Violated High · Score: -25.2
Guideline #94: Not Applicable · Score: 0.0
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Editing & Verifying Inputs

7 Guidelines · Score: 59.4

Guideline #95: Adhered High · Score: 25.2
Guideline #96: Not Applicable · Score: 0.0
Guideline #97: Issue Resolved · Score: 21.6
Guideline #98: Not Applicable · Score: 0.0
Guideline #99: Issue Resolved · Score: 18.0
Guideline #100: Adhered Low · Score: 9.0
Guideline #101: Violated High · Score: -14.4
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Redundancy & Simplicity

5 Guidelines · Score: 39.6

Guideline #102: Adhered High · Score: 21.6
Guideline #103: Adhered High · Score: 18.0
Guideline #104: Neutral · Score: 0.0
Guideline #105: Adhered High · Score: 7.2
Guideline #106: Violated High · Score: -7.2
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Form Layout

5 Guidelines · Score: 21.6

“Broken” Performance
Guideline #107: Not Applicable · Score: 0.0
Guideline #108: Adhered High · Score: 18.0
Guideline #109: Not Applicable · Score: 0.0
Guideline #110: Adhered High · Score: 7.2
Guideline #111: Violated Low · Score: -3.6
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Input Functionality

5 Guidelines · Score: 0.0

Guideline #112: Not Applicable · Score: 0.0
Guideline #113: Adhered High · Score: 10.8
Guideline #114: Not Applicable · Score: 0.0
Guideline #115: Violated High · Score: -10.8
Guideline #116: Not Applicable · Score: 0.0
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Field Descriptions

10 Guidelines · Score: -14.4

“Broken” Performance
Guideline #117: Violated High · Score: -28.8
Guideline #118: Violated Low · Score: -14.4
Guideline #119: Violated High · Score: -25.2
Guideline #120: Adhered High · Score: 21.6
Guideline #121: Issue Resolved · Score: 21.6
Guideline #122: Adhered High · Score: 18.0
Guideline #123: Violated High · Score: -14.4
Guideline #124: Violated High · Score: -10.8
Guideline #125: Adhered High · Score: 14.4
Guideline #126: Adhered Low · Score: 3.6
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Touch Keyboards

5 Guidelines · Score: 61.2

“State of the Art” Performance
Guideline #127: Adhered Low · Score: 10.8
Guideline #128: Adhered High · Score: 21.6
Guideline #129: Adhered High · Score: 14.4
Guideline #130: Adhered High · Score: 7.2
Guideline #131: Adhered High · Score: 7.2
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Error Messages

5 Guidelines · Score: 1.8

Guideline #132: Neutral · Score: 0.0
Guideline #133: Not Applicable · Score: 0.0
Guideline #134: Violated High · Score: -18.0
Guideline #135: Adhered High · Score: 14.4
Guideline #136: Adhered Low · Score: 5.4
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All 50 sites were benchmarked across the 146 guidelines from the Mobile E-Commerce usability study. During our evaluation, the mobile experience of B&H Photo adhered to 64 usability guidelines, violated 22, and scored neutral on 6 occasions, while a remaining 54 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 the user experience of their mobile site against that of the 49 other major US e-commerce mobile sites in the benchmark, and is the best performing site in the Electronics & Office industry.

Poor
Acceptable
Good

1. B&H Photo

6. Staples

7. Newegg

“Broken” Performance

8. Dell

“Broken” Performance

9. HP

“Broken” Performance
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