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FTD’s Checkout UX

This is a usability benchmark of the checkout experience of FTD and 99 other sites. The overall performance of FTD is acceptable.

Notably, FTD's checkout performance is hampered by poor Focus and broken Layout, although this is helped somewhat by state of the art Navigation and Copywriting.

Rank: #54 of 100

Usability Score: 434

URL: ftd.com

Reviewer: Christian Holst

Poor
Acceptable
Good

Overall Checkout UX Performance

63 Guidelines · Score: 434

Data Input

15 Guidelines · Score: 96.8

Guideline #1: Neutral · Score: 0.0
Guideline #2: Adhered Low · Score: 23.2
Guideline #3: Violated Low · Score: -23.2
Guideline #4: Adhered Low · Score: 23.2
Guideline #5: Adhered High · Score: 31.0
Guideline #6: Violated High · Score: -31.0
Guideline #7: Violated High · Score: -15.5
Guideline #8: Adhered High · Score: 23.2
Guideline #9: Adhered Low · Score: 11.6
Guideline #10: Issue Resolved · Score: 23.2
Guideline #11: Violated High · Score: -15.5
Guideline #12: Adhered High · Score: 15.5
Guideline #13: Not Applicable · Score: 0.0
Guideline #14: Issue Resolved · Score: 15.5
Guideline #15: Adhered High · Score: 15.5
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Copywriting

8 Guidelines · Score: 143.3

“State of the Art” Performance
Guideline #16: Violated Low · Score: -31.0
Guideline #17: Adhered High · Score: 46.5
Guideline #18: Issue Resolved · Score: 46.5
Guideline #19: Adhered High · Score: 38.7
Guideline #20: Violated Low · Score: -19.4
Guideline #21: Adhered High · Score: 31.0
Guideline #22: Adhered High · Score: 15.5
Guideline #23: Adhered High · Score: 15.5
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Layout

15 Guidelines · Score: 0.0

“Broken” Performance
Guideline #24: Adhered Low · Score: 27.1
Guideline #25: Violated Low · Score: -27.1
Guideline #26: Violated High · Score: -54.2
Guideline #27: Violated High · Score: -38.7
Guideline #28: Violated Low · Score: -19.4
Guideline #29: Issue Resolved · Score: 38.7
Guideline #30: Adhered Low · Score: 23.2
Guideline #31: Adhered Low · Score: 11.6
Guideline #32: Adhered Low · Score: 11.6
Guideline #33: Adhered Low · Score: 11.6
Guideline #34: Not Applicable · Score: 0.0
Guideline #35: Adhered High · Score: 15.5
Guideline #36: Violated High · Score: -15.5
Guideline #37: Adhered Low · Score: 7.7
Guideline #38: Adhered Low · Score: 7.7
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Navigation

8 Guidelines · Score: 209.1

“State of the Art” Performance
Guideline #39: Adhered High · Score: 46.5
Guideline #40: Adhered High · Score: 46.5
Guideline #41: Issue Resolved · Score: 46.5
Guideline #42: Adhered High · Score: 38.7
Guideline #43: Adhered High · Score: 31.0
Guideline #44: Adhered High · Score: 31.0
Guideline #45: Violated High · Score: -23.2
Guideline #46: Violated Low · Score: -7.7
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Flow

7 Guidelines · Score: -58.1

“Broken” Performance
Guideline #47: Adhered High · Score: 54.2
Guideline #48: Violated Low · Score: -27.1
Guideline #49: Violated High · Score: -54.2
Guideline #50: Neutral · Score: 0.0
Guideline #51: Not Applicable · Score: 0.0
Guideline #52: Not Applicable · Score: 0.0
Guideline #53: Violated High · Score: -31.0
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Focus

10 Guidelines · Score: 42.6

Guideline #54: Adhered High · Score: 62.0
Guideline #55: Violated High · Score: -62.0
Guideline #56: Adhered High · Score: 38.7
Guideline #57: Not Applicable · Score: 0.0
Guideline #58: Violated High · Score: -38.7
Guideline #59: Issue Resolved · Score: 38.7
Guideline #60: Violated Low · Score: -19.4
Guideline #61: Issue Resolved · Score: 31.0
Guideline #62: Adhered Low · Score: 7.7
Guideline #63: Violated High · Score: -15.5
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All 100 sites were benchmarked across the 63 guidelines from the E-Commerce Checkout usability study. During our evaluation, FTD’s checkout process adhered to 36 usability guidelines, violated 20, and scored neutral on 2 occasions, while a remaining 5 guidelines weren’t applicable.

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

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Industry Comparison: Flowers & Gifts

Overall FTD ranks 54 when comparing their checkout UX performance against the 99 other major US e-commerce sites in the benchmark, and ranks 2 in the Flowers & Gifts industry.

Poor
Acceptable
Good
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