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Dell’s Mobile E-Commerce UX

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

Some of Dell's biggest mobile usability issues are due to poor Field Descriptions, poor Product Images, and broken Form Layout. That said, their mobile design performs great within Cart.

Rank: #46 of 50

Usability Score: 86

URL: dell.com

Reviewer: Baymard Institute

Poor
Acceptable
Good

Overall Mobile UX Performance

146 Guidelines · Score: 86

“Broken” Performance

Navigation & Product Browsing

4 Guidelines · Score: -97.2

“Broken” Performance
Guideline #29: Violated High · Score: -28.8
Guideline #30: Violated High · Score: -28.8
Guideline #31: Violated High · Score: -21.6
Guideline #32: Violated High · Score: -18.0
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Search

5 Guidelines · Score: -50.4

“Broken” Performance
Guideline #33: Adhered Low · Score: 12.6
Guideline #34: Violated High · Score: -28.8
Guideline #35: Adhered Low · Score: 12.6
Guideline #36: Violated High · Score: -25.2
Guideline #37: Violated High · Score: -21.6
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Product List

12 Guidelines · Score: -59.4

“Broken” Performance
Guideline #38: Violated High · Score: -28.8
Guideline #39: Violated High · Score: -25.2
Guideline #40: Violated High · Score: -21.6
Guideline #41: Violated High · Score: -18.0
Guideline #42: Violated Low · Score: -9.0
Guideline #43: Adhered High · Score: 21.6
Guideline #44: Violated High · Score: -18.0
Guideline #45: Adhered High · Score: 18.0
Guideline #46: Adhered High · Score: 18.0
Guideline #47: Not Applicable · Score: 0.0
Guideline #48: Neutral · Score: 0.0
Guideline #49: Adhered Low · Score: 3.6
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Filtering & Sorting

9 Guidelines · Score: 5.4

“Broken” Performance
Guideline #50: Violated High · Score: -25.2
Guideline #51: Adhered High · Score: 25.2
Guideline #52: Violated Low · Score: -9.0
Guideline #53: Adhered High · Score: 18.0
Guideline #54: Violated High · Score: -18.0
Guideline #55: Adhered High · Score: 18.0
Guideline #56: Violated High · Score: -14.4
Guideline #57: Not Applicable · Score: 0.0
Guideline #58: Adhered High · Score: 10.8
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Cross Navigation & Compatibility

5 Guidelines · Score: -36.0

“Broken” Performance
Guideline #59: Violated High · Score: -21.6
Guideline #60: Violated Low · Score: -9.0
Guideline #61: Adhered Low · Score: 9.0
Guideline #62: Violated High · Score: -14.4
Guideline #63: Not Applicable · Score: 0.0
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Product Page Layout

6 Guidelines · Score: -3.6

“Broken” Performance
Guideline #64: Violated High · Score: -25.2
Guideline #65: Adhered High · Score: 21.6
Guideline #66: Violated High · Score: -18.0
Guideline #67: Violated High · Score: -18.0
Guideline #68: Issue Resolved · Score: 18.0
Guideline #69: Adhered High · Score: 18.0
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Product Images

5 Guidelines · Score: 18.0

Guideline #70: Adhered High · Score: 28.8
Guideline #71: Neutral · Score: 0.0
Guideline #72: Violated High · Score: -25.2
Guideline #73: Adhered High · Score: 14.4
Guideline #74: Neutral · Score: 0.0
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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: 23.4

“State of the Art” Performance
Guideline #81: Adhered High · Score: 18.0
Guideline #82: Adhered Low · Score: 5.4
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Total Cost

6 Guidelines · Score: 75.6

“State of the Art” Performance
Guideline #83: Adhered High · Score: 28.8
Guideline #84: Adhered High · Score: 25.2
Guideline #85: Adhered High · Score: 21.6
Guideline #86: Adhered Low · Score: 9.0
Guideline #87: Violated Low · Score: -9.0
Guideline #88: Not Applicable · Score: 0.0
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Shipping

3 Guidelines · Score: 25.2

Guideline #89: Adhered High · Score: 25.2
Guideline #90: Not Applicable · Score: 0.0
Guideline #91: Not Applicable · Score: 0.0
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Account

3 Guidelines · Score: -18.0

“Broken” Performance
Guideline #92: Adhered High · Score: 25.2
Guideline #93: Violated High · Score: -25.2
Guideline #94: Violated High · Score: -18.0
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Editing & Verifying Inputs

7 Guidelines · Score: 73.8

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

5 Guidelines · Score: -28.8

“Broken” Performance
Guideline #102: Adhered High · Score: 21.6
Guideline #103: Violated High · Score: -18.0
Guideline #104: Violated High · Score: -18.0
Guideline #105: Violated High · Score: -7.2
Guideline #106: Violated High · Score: -7.2
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Form Layout

5 Guidelines · Score: 18.0

“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: Violated Low · Score: -3.6
Guideline #111: Adhered 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: Neutral · 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: 37.8

Guideline #117: Violated High · Score: -28.8
Guideline #118: Adhered High · Score: 28.8
Guideline #119: Violated High · Score: -25.2
Guideline #120: Adhered High · Score: 21.6
Guideline #121: Adhered High · Score: 21.6
Guideline #122: Adhered High · Score: 18.0
Guideline #123: Violated High · Score: -14.4
Guideline #124: Violated Low · Score: -5.4
Guideline #125: Adhered High · Score: 14.4
Guideline #126: Adhered High · Score: 7.2
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Touch Keyboards

5 Guidelines · Score: 14.4

Guideline #127: Violated High · Score: -21.6
Guideline #128: Adhered High · Score: 21.6
Guideline #129: Adhered High · Score: 14.4
Guideline #130: Violated High · Score: -7.2
Guideline #131: Adhered High · Score: 7.2
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Error Messages

5 Guidelines · Score: 36.0

Guideline #132: Violated High · Score: -28.8
Guideline #133: Adhered High · Score: 21.6
Guideline #134: Adhered High · Score: 18.0
Guideline #135: Adhered High · Score: 14.4
Guideline #136: Adhered High · Score: 10.8
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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 Dell adhered to 50 usability guidelines, violated 42, and scored neutral on 4 occasions, while a remaining 50 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 46 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 ranks 8 in the Electronics & Office industry.

Poor
Acceptable
Good

6. Staples

7. Newegg

“Broken” Performance

8. Dell

“Broken” Performance

9. HP

“Broken” Performance
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