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Dell’s Checkout UX

This is a usability benchmark of the checkout experience of Dell and 49 other sites. The overall performance of Dell is all but broken.

Dell's checkout is particularly thwarted by usability issues related to poor Validation Errors & Data Persistence, poor Gifting Flow & Features, and broken User Attention & Interactions. That said, their checkout performs great within Order Review.

Rank: #50 of 50

Usability Score: -47

URL: dell.com/en-us

Reviewer: Edward Scott

Poor
Acceptable
Good

Overall Checkout UX Performance

134 Guidelines · Score: -47

“Broken” Performance

Shopping Cart & “Added to Cart” Behavior

10 Guidelines · Score: 28.7

Guideline #4: Issue Resolved · Score: 12.0
Guideline #5: Issue Resolved · Score: 12.0
Guideline #6: Adhered High · Score: 12.0
Guideline #7: Issue Resolved · Score: 12.0
Guideline #8: Adhered Low · Score: 8.4
Guideline #9: Violated High · Score: -12.0
Guideline #10: Violated High · Score: -12.0
Guideline #11: Violated Low · Score: -6.0
Guideline #12: Adhered High · Score: 12.0
Guideline #13: Violated High · Score: -9.6
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Account Selection & Creation

9 Guidelines · Score: 22.7

Guideline #14: Adhered High · Score: 16.7
Guideline #15: Violated High · Score: -16.7
Guideline #16: Violated Low · Score: -8.4
Guideline #17: Neutral · Score: 0.0
Guideline #18: Adhered Low · Score: 6.0
Guideline #19: Violated Low · Score: -6.0
Guideline #20: Adhered High · Score: 12.0
Guideline #21: Adhered High · Score: 12.0
Guideline #22: Adhered High · Score: 7.2
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Customer & Address Information

12 Guidelines · Score: -22.7

“Broken” Performance
Guideline #23: Violated Low · Score: -8.4
Guideline #24: Violated Low · Score: -9.6
Guideline #25: Not Applicable · Score: 0.0
Guideline #26: Issue Resolved · Score: 16.7
Guideline #27: Issue Resolved · Score: 16.7
Guideline #28: Violated High · Score: -12.0
Guideline #29: Violated High · Score: -12.0
Guideline #30: Violated High · Score: -12.0
Guideline #31: Not Applicable · Score: 0.0
Guideline #32: Violated 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: -12.0

Guideline #35: Not Applicable · Score: 0.0
Guideline #36: Violated High · Score: -12.0
Guideline #37: Not Applicable · Score: 0.0
Guideline #38: Not Applicable · Score: 0.0
Guideline #39: Not Applicable · Score: 0.0
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Shipping & Store Pickup

11 Guidelines · Score: -19.1

“Broken” Performance
Guideline #40: Adhered High · Score: 16.7
Guideline #41: Violated Low · Score: -7.2
Guideline #42: Violated High · Score: -12.0
Guideline #43: Violated High · Score: -12.0
Guideline #44: Violated High · Score: -9.6
Guideline #45: Issue Resolved · Score: 4.8
Guideline #46: Not Applicable · Score: 0.0
Guideline #47: Not Applicable · Score: 0.0
Guideline #48: Not Applicable · Score: 0.0
Guideline #49: Not Applicable · Score: 0.0
Guideline #50: Not Applicable · Score: 0.0
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Payment Flow & Methods (Incl. 3rd-Party)

8 Guidelines · Score: -12.0

“Broken” Performance
Guideline #51: Violated High · Score: -12.0
Guideline #52: Neutral · Score: 0.0
Guideline #53: Not Applicable · Score: 0.0
Guideline #54: Neutral · Score: 0.0
Guideline #55: Not Applicable · Score: 0.0
Guideline #56: Violated 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: -47.9

“Broken” Performance
Guideline #59: Violated High · Score: -16.7
Guideline #60: Violated High · Score: -16.7
Guideline #61: Violated High · Score: -16.7
Guideline #62: Issue Resolved · Score: 12.0
Guideline #63: Adhered Low · Score: 6.0
Guideline #64: Violated Low · Score: -6.0
Guideline #65: Violated Low · Score: -6.0
Guideline #66: Violated Low · Score: -4.8
Guideline #67: Violated Low · Score: -3.6
Guideline #68: Adhered High · Score: 4.8
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Order Review

5 Guidelines · Score: 46.7

“State of the Art” Performance
Guideline #69: Adhered High · Score: 16.7
Guideline #70: Adhered High · Score: 14.4
Guideline #71: Adhered High · Score: 12.0
Guideline #72: Violated Low · Score: -6.0
Guideline #73: Adhered High · Score: 9.6
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Order Confirmation & E-Mail

4 Guidelines · Score: -0.0

“Broken” Performance
Guideline #74: Violated Low · Score: -6.0
Guideline #75: Violated 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: 3.6

“Broken” Performance
Guideline #78: Adhered High · Score: 12.0
Guideline #79: Violated High · Score: -12.0
Guideline #80: Not Applicable · Score: 0.0
Guideline #81: Violated High · Score: -7.2
Guideline #82: Adhered Low · Score: 3.6
Guideline #83: Adhered High · Score: 7.2
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User Attention & Interactions

6 Guidelines · Score: 19.1

“Broken” Performance
Guideline #84: Issue Resolved · Score: 16.7
Guideline #85: Violated High · Score: -12.0
Guideline #86: Adhered High · Score: 12.0
Guideline #87: Violated 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: 26.3

Guideline #90: Issue Resolved · Score: 16.7
Guideline #91: Violated Low · Score: -6.0
Guideline #92: Adhered High · Score: 12.0
Guideline #93: Adhered Low · Score: 3.6
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Form Design & Features

8 Guidelines · Score: -57.4

“Broken” Performance
Guideline #94: Violated High · Score: -16.7
Guideline #95: Issue Resolved · Score: 16.7
Guideline #96: Violated High · Score: -16.7
Guideline #97: Violated High · Score: -12.0
Guideline #98: Violated High · Score: -14.4
Guideline #99: Violated High · Score: -12.0
Guideline #100: Violated High · Score: -7.2
Guideline #101: Adhered High · Score: 4.8
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Validation Errors & Data Persistence

6 Guidelines · Score: 23.9

Guideline #102: Adhered High · Score: 19.1
Guideline #103: Adhered High · Score: 19.1
Guideline #104: Violated Low · Score: -8.4
Guideline #105: Adhered Low · Score: 8.4
Guideline #106: Neutral · Score: 0.0
Guideline #107: Violated 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: -33.5

“Broken” Performance
Guideline #112: Violated Low · Score: -9.6
Guideline #113: Violated High · Score: -16.7
Guideline #114: Adhered High · Score: 12.0
Guideline #115: Not Applicable · Score: 0.0
Guideline #116: Violated High · Score: -12.0
Guideline #117: Not Applicable · Score: 0.0
Guideline #118: Violated High · Score: -7.2
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Field Design & Features

8 Guidelines · Score: -25.1

“Broken” Performance
Guideline #119: Violated High · Score: -16.7
Guideline #120: Violated High · Score: -12.0
Guideline #121: Adhered High · Score: 12.0
Guideline #122: Violated High · Score: -12.0
Guideline #123: Neutral · Score: 0.0
Guideline #124: Not Applicable · Score: 0.0
Guideline #125: Violated Low · Score: -3.6
Guideline #126: Issue Resolved · Score: 7.2
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Default Values & Autocompletion

8 Guidelines · Score: -1.2

“Broken” Performance
Guideline #127: Violated High · Score: -16.7
Guideline #128: Adhered High · Score: 14.4
Guideline #129: Violated High · Score: -14.4
Guideline #130: Adhered High · Score: 12.0
Guideline #131: Not Applicable · Score: 0.0
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, Dell’s checkout process adhered to 48 usability guidelines, violated 56, and scored neutral on 5 occasions, while a remaining 25 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 Dell ranks 50 when comparing their checkout UX performance against the 49 other major US e-commerce sites in the benchmark, and ranks 11 in the Electronics & Office industry.

Poor
Acceptable
Good

2. Staples

6. Newegg

7. Apple

9. HP

“Broken” Performance
“Broken” Performance

11. Dell

“Broken” Performance
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