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Barnes & Noble’s E-Commerce UX

This is a case study of Barnes & Noble’s e-commerce user experience (UX) performance. It’s based on a full-performance review of more than 550 design elements. 59 other sites have also been benchmarked for a complete picture of the e-commerce UX landscape

Barnes & Noble’s Homepage & Category performance is good. It is especially a state of the art Site-Wide Layout, good Category Taxonomy, and good Main Navigation that helps Barnes & Noble’s category UX.

Barnes & Noble’s Cart & Checkout performance is acceptable. Notably, Barnes & Noble’s checkout performance is hampered by broken Focus and Data Input, although this is helped somewhat by state of the art Navigation and Layout.

Barnes & Noble’s Mobile E-Commerce performance is mediocre. Notably, Barnes & Noble’s mobile performance is hampered by poor Mobile Product Lists and Mobile Filtering & Sorting, although this is helped somewhat by state of the art Touch Keyboards and Mobile Product Page Layouts.

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Poor

Acceptable

Good

These 15 ‘Homepage’ guidelines are only available in Baymard Premium — they are based on our large-scale Homepage & Category UX research study, and outline the 15 elements necessary to create a high-performing ‘Homepage’ implementation.

Premium also shows you why Barnes & Noble and 59 other top e-commerce sites perform as they do, and allow you to self-audit your own sites to see how your UX performance stacks up against theirs — learn more.

Guideline #237 Adhered High · Score: 33.0

Guideline #240 Neutral · Score: 0.0

Guideline #242 Adhered Low · Score: 11.8

Guideline #248 Violated High · Score: -23.6

Guideline #235 Adhered Low · Score: 7.1

Guideline #238 Adhered Low · Score: 11.8

Guideline #236 Not Applicable · Score: 0.0

Guideline #246 Not Applicable · Score: 0.0

Guideline #249 Neutral · Score: 0.0

Guideline #245 Issue Resolved · Score: 23.6

Guideline #241 Adhered High · Score: 14.2

Guideline #247 Not Applicable · Score: 0.0

Guideline #239 Not Applicable · Score: 0.0

Guideline #264 Adhered High · Score: 9.4

Guideline #257 Adhered High · Score: 14.2

These 15 ‘Category Taxonomy’ guidelines are only available in Baymard Premium — they are based on our large-scale Homepage & Category UX research study, and outline the 15 elements necessary to create a high-performing ‘Category Taxonomy’ implementation.

Guideline #253 Adhered High · Score: 33.0

Guideline #261 Adhered High · Score: 23.6

Guideline #263 Adhered High · Score: 33.0

Guideline #266 Adhered High · Score: 23.6

Guideline #267 Adhered High · Score: 33.0

Guideline #268 Adhered High · Score: 28.3

Guideline #259 Adhered High · Score: 37.8

Guideline #282 Adhered High · Score: 23.6

Guideline #286 Adhered High · Score: 23.6

Guideline #274 Not Applicable · Score: 0.0

Guideline #251 Adhered Low · Score: 11.8

Guideline #278 Adhered High · Score: 18.9

Guideline #277 Adhered High · Score: 18.9

Guideline #318 Violated High · Score: -14.2

Guideline #1008 Not Applicable · Score: 0.0

These 16 ‘Main Navigation’ guidelines are only available in Baymard Premium — they are based on our large-scale Homepage & Category UX research study, and outline the 16 elements necessary to create a high-performing ‘Main Navigation’ implementation.

Guideline #287 Adhered High · Score: 33.0

Guideline #294 Adhered High · Score: 37.8

Guideline #302 Adhered High · Score: 33.0

Guideline #289 Adhered Low · Score: 11.8

Guideline #288 Adhered High · Score: 28.3

Guideline #303 Violated Low · Score: -14.2

Guideline #298 Issue Resolved · Score: 28.3

Guideline #291 Adhered High · Score: 23.6

Guideline #297 Violated High · Score: -18.9

Guideline #256 Issue Resolved · Score: 23.6

Guideline #304 Issue Resolved · Score: 23.6

Guideline #305 Adhered High · Score: 18.9

Guideline #296 Issue Resolved · Score: 18.9

Guideline #299 Issue Resolved · Score: 14.2

Guideline #306 Adhered High · Score: 14.2

Guideline #300 Violated High · Score: -9.4

These 6 ‘Intermediary Category Pages’ guidelines are only available in Baymard Premium — they are based on our large-scale Homepage & Category UX research study, and outline the 6 elements necessary to create a high-performing ‘Intermediary Category Pages’ implementation.

Guideline #307 Adhered High · Score: 37.8

Guideline #309 Violated Low · Score: -16.5

Guideline #308 Adhered High · Score: 23.6

Guideline #311 Not Applicable · Score: 0.0

Guideline #312 Issue Resolved · Score: 23.6

Guideline #310 Not Applicable · Score: 0.0

‘State of the Art’

These 12 ‘Site-Wide Layout’ guidelines are only available in Baymard Premium — they are based on our large-scale Homepage & Category UX research study, and outline the 12 elements necessary to create a high-performing ‘Site-Wide Layout’ implementation.

Guideline #279 Adhered High · Score: 23.6

Guideline #258 Issue Resolved · Score: 37.8

Guideline #252 Adhered High · Score: 23.6

Guideline #250 Adhered High · Score: 18.9

Guideline #293 Adhered High · Score: 18.9

Guideline #290 Adhered High · Score: 14.2

Guideline #284 Issue Resolved · Score: 14.2

Guideline #260 Adhered High · Score: 14.2

Guideline #255 Adhered High · Score: 9.4

Guideline #273 Not Applicable · Score: 0.0

Guideline #940 Not Applicable · Score: 0.0

Guideline #1057 Not Applicable · Score: 0.0

These 15 ‘Data Input’ guidelines are only available in Baymard Premium — they are based on our large-scale Checkout Process UX research study, and outline the 15 elements necessary to create a high-performing ‘Data Input’ implementation.

Guideline #1 Violated High · Score: -58.0

Guideline #2 Adhered High · Score: 43.5

Guideline #3 Violated Low · Score: -21.7

Guideline #4 Adhered High · Score: 43.5

Guideline #5 Violated High · Score: -29.0

Guideline #6 Violated High · Score: -29.0

Guideline #7 Violated High · Score: -14.5

Guideline #8 Issue Resolved · Score: 21.7

Guideline #9 Violated High · Score: -21.7

Guideline #10 Violated High · Score: -21.7

Guideline #11 Violated High · Score: -14.5

Guideline #12 Adhered High · Score: 14.5

Guideline #13 Not Applicable · Score: 0.0

Guideline #14 Adhered High · Score: 14.5

Guideline #15 Violated High · Score: -14.5

These 8 ‘Copywriting’ guidelines are only available in Baymard Premium — they are based on our large-scale Checkout Process UX research study, and outline the 8 elements necessary to create a high-performing ‘Copywriting’ implementation.

Guideline #16 Neutral · Score: 0.0

Guideline #17 Adhered Low · Score: 21.7

Guideline #18 Issue Resolved · Score: 43.5

Guideline #19 Adhered High · Score: 36.2

Guideline #20 Violated High · Score: -36.2

Guideline #21 Violated High · Score: -29.0

Guideline #22 Adhered High · Score: 14.5

Guideline #23 Adhered Low · Score: 7.2

‘State of the Art’

These 15 ‘Layout’ guidelines are only available in Baymard Premium — they are based on our large-scale Checkout Process UX research study, and outline the 15 elements necessary to create a high-performing ‘Layout’ implementation.

Guideline #24 Adhered Low · Score: 25.4

Guideline #25 Adhered High · Score: 50.7

Guideline #26 Neutral · Score: 0.0

Guideline #27 Adhered High · Score: 36.2

Guideline #29 Neutral · Score: 0.0

Guideline #30 Adhered High · Score: 36.2

Guideline #31 Adhered Low · Score: 21.7

Guideline #32 Adhered High · Score: 21.7

Guideline #33 Adhered High · Score: 21.7

Guideline #34 Adhered High · Score: 21.7

Guideline #35 Violated High · Score: -21.7

Guideline #36 Adhered High · Score: 14.5

Guideline #37 Adhered High · Score: 14.5

Guideline #38 Adhered High · Score: 14.5

Guideline #39 Adhered Low · Score: 7.2

‘State of the Art’

These 8 ‘Navigation’ guidelines are only available in Baymard Premium — they are based on our large-scale Checkout Process UX research study, and outline the 8 elements necessary to create a high-performing ‘Navigation’ implementation.

Guideline #40 Adhered High · Score: 43.5

Guideline #41 Adhered High · Score: 43.5

Guideline #42 Issue Resolved · Score: 43.5

Guideline #43 Adhered High · Score: 36.2

Guideline #44 Adhered High · Score: 29.0

Guideline #45 Adhered Low · Score: 14.5

Guideline #46 Violated High · Score: -21.7

Guideline #47 Violated Low · Score: -7.2

These 7 ‘Flow’ guidelines are only available in Baymard Premium — they are based on our large-scale Checkout Process UX research study, and outline the 7 elements necessary to create a high-performing ‘Flow’ implementation.

Guideline #48 Adhered High · Score: 50.7

Guideline #49 Neutral · Score: 0.0

Guideline #50 Violated High · Score: -50.7

Guideline #51 Adhered Low · Score: 18.1

Guideline #52 Adhered High · Score: 29.0

Guideline #53 Adhered High · Score: 29.0

Guideline #54 Violated High · Score: -29.0

These 10 ‘Focus’ guidelines are only available in Baymard Premium — they are based on our large-scale Checkout Process UX research study, and outline the 10 elements necessary to create a high-performing ‘Focus’ implementation.

Guideline #55 Adhered High · Score: 58.0

Guideline #56 Violated High · Score: -58.0

Guideline #57 Violated High · Score: -36.2

Guideline #58 Violated High · Score: -36.2

Guideline #59 Violated Low · Score: -18.1

Guideline #60 Issue Resolved · Score: 36.2

Guideline #61 Issue Resolved · Score: 36.2

Guideline #62 Issue Resolved · Score: 29.0

Guideline #63 Adhered High · Score: 14.5

Guideline #64 Violated High · Score: -14.5

These 12 ‘Mobile Homepage, Navigation, & Search’ guidelines are only available in Baymard Premium — they are based on our large-scale Mobile E-Commerce UX research study, and outline the 12 elements necessary to create a high-performing ‘Mobile Homepage, Navigation, & Search’ implementation.

Guideline #209 Adhered High · Score: 31.5

Guideline #116 Violated High · Score: -31.5

Guideline #130 Issue Resolved · Score: 23.6

Guideline #228 Neutral · Score: 0.0

Guideline #210 Violated High · Score: -27.6

Guideline #211 Violated High · Score: -31.5

Guideline #229 Violated Low · Score: -13.8

Guideline #230 Adhered Low · Score: 13.8

Guideline #203 Violated High · Score: -23.6

Guideline #166 Not Applicable · Score: 0.0

Guideline #93 Not Applicable · Score: 0.0

Guideline #91 Adhered High · Score: 19.7

These 15 ‘Mobile Product Lists’ guidelines are only available in Baymard Premium — they are based on our large-scale Mobile E-Commerce UX research study, and outline the 15 elements necessary to create a high-performing ‘Mobile Product Lists’ implementation.

Guideline #90 Neutral · Score: 0.0

Guideline #89 Violated Low · Score: -13.8

Guideline #79 Adhered Low · Score: 11.8

Guideline #233 Adhered Low · Score: 9.9

Guideline #87 Adhered Low · Score: 9.9

Guideline #76 Adhered High · Score: 23.6

Guideline #80 Violated High · Score: -19.7

Guideline #143 Neutral · Score: 0.0

Guideline #78 Not Applicable · Score: 0.0

Guideline #216 Not Applicable · Score: 0.0

Guideline #75 Violated High · Score: -15.8

Guideline #74 Violated High · Score: -7.9

Guideline #158 Not Applicable · Score: 0.0

Guideline #162 Not Applicable · Score: 0.0

Guideline #102 Not Applicable · Score: 0.0

These 9 ‘Mobile Filtering & Sorting’ guidelines are only available in Baymard Premium — they are based on our large-scale Mobile E-Commerce UX research study, and outline the 9 elements necessary to create a high-performing ‘Mobile Filtering & Sorting’ implementation.

Guideline #212 Adhered Low · Score: 13.8

Guideline #221 Violated High · Score: -27.6

Guideline #215 Adhered High · Score: 19.7

Guideline #222 Adhered High · Score: 19.7

Guideline #68 Adhered High · Score: 19.7

Guideline #232 Violated High · Score: -19.7

Guideline #219 Violated High · Score: -15.8

Guideline #213 Violated High · Score: -15.8

Guideline #142 Adhered High · Score: 11.8

‘State of the Art’

These 6 ‘Mobile Product Page Layouts’ guidelines are only available in Baymard Premium — they are based on our large-scale Mobile E-Commerce UX research study, and outline the 6 elements necessary to create a high-performing ‘Mobile Product Page Layouts’ implementation.

Guideline #111 Adhered High · Score: 27.6

Guideline #144 Adhered High · Score: 23.6

Guideline #154 Adhered Low · Score: 9.9

Guideline #149 Violated High · Score: -19.7

Guideline #234 Issue Resolved · Score: 19.7

Guideline #176 Adhered High · Score: 19.7

These 13 ‘Mobile Product Descriptions, Specs, & Images’ guidelines are only available in Baymard Premium — they are based on our large-scale Mobile E-Commerce UX research study, and outline the 13 elements necessary to create a high-performing ‘Mobile Product Descriptions, Specs, & Images’ implementation.

Guideline #159 Adhered High · Score: 23.6

Guideline #169 Adhered Low · Score: 7.9

Guideline #77 Violated Low · Score: -5.9

Guideline #109 Violated High · Score: -31.5

Guideline #110 Neutral · Score: 0.0

Guideline #113 Adhered High · Score: 27.6

Guideline #112 Violated High · Score: -15.8

Guideline #114 Violated Low · Score: -3.9

Guideline #148 Adhered Low · Score: 13.8

Guideline #133 Adhered High · Score: 19.7

Guideline #134 Not Applicable · Score: 0.0

Guideline #164 Adhered High · Score: 27.6

Guideline #163 Not Applicable · Score: 0.0

These 10 ‘Mobile Shopping Cart, Cost & Account’ guidelines are only available in Baymard Premium — they are based on our large-scale Mobile E-Commerce UX research study, and outline the 10 elements necessary to create a high-performing ‘Mobile Shopping Cart, Cost & Account’ implementation.

Guideline #208 Adhered High · Score: 19.7

Guideline #140 Violated High · Score: -11.8

Guideline #104 Adhered High · Score: 31.5

Guideline #103 Not Applicable · Score: 0.0

Guideline #107 Not Applicable · Score: 0.0

Guideline #106 Not Applicable · Score: 0.0

Guideline #127 Violated High · Score: -19.7

Guideline #179 Adhered Low · Score: 13.8

Guideline #180 Violated High · Score: -27.6

Guideline #185 Not Applicable · Score: 0.0

These 15 ‘Mobile Checkout Information’ guidelines are only available in Baymard Premium — they are based on our large-scale Mobile E-Commerce UX research study, and outline the 15 elements necessary to create a high-performing ‘Mobile Checkout Information’ implementation.

Guideline #120 Not Applicable · Score: 0.0

Guideline #108 Adhered High · Score: 27.6

Guideline #168 Violated High · Score: -23.6

Guideline #167 Not Applicable · Score: 0.0

Guideline #139 Adhered High · Score: 23.6

Guideline #150 Violated High · Score: -19.7

Guideline #205 Neutral · Score: 0.0

Guideline #118 Adhered High · Score: 19.7

Guideline #194 Adhered High · Score: 19.7

Guideline #192 Violated High · Score: -7.9

Guideline #196 Violated High · Score: -7.9

Guideline #182 Adhered High · Score: 11.8

Guideline #193 Violated High · Score: -11.8

Guideline #161 Adhered High · Score: 15.8

Guideline #191 Violated Low · Score: -5.9

These 18 ‘Mobile Form Field Usability’ guidelines are only available in Baymard Premium — they are based on our large-scale Mobile E-Commerce UX research study, and outline the 18 elements necessary to create a high-performing ‘Mobile Form Field Usability’ implementation.

Guideline #186 Adhered High · Score: 27.6

Guideline #190 Adhered High · Score: 23.6

Guideline #121 Adhered High · Score: 19.7

Guideline #183 Violated High · Score: -27.6

Guideline #189 Adhered High · Score: 19.7

Guideline #128 Not Applicable · Score: 0.0

Guideline #187 Adhered High · Score: 7.9

Guideline #165 Adhered High · Score: 7.9

Guideline #181 Not Applicable · Score: 0.0

Guideline #197 Not Applicable · Score: 0.0

Guideline #155 Violated High · Score: -31.5

Guideline #156 Adhered High · Score: 31.5

Guideline #160 Adhered High · Score: 27.6

Guideline #157 Violated High · Score: -23.6

Guideline #145 Adhered High · Score: 23.6

Guideline #171 Adhered High · Score: 19.7

Guideline #184 Adhered High · Score: 15.8

Guideline #220 Adhered High · Score: 7.9

‘State of the Art’

These 5 ‘Touch Keyboards’ guidelines are only available in Baymard Premium — they are based on our large-scale Mobile E-Commerce UX research study, and outline the 5 elements necessary to create a high-performing ‘Touch Keyboards’ implementation.

Guideline #71 Adhered High · Score: 23.6

Guideline #65 Adhered High · Score: 23.6

Guideline #69 Adhered High · Score: 15.8

Guideline #70 Adhered High · Score: 7.9

Guideline #66 Adhered High · Score: 7.9

These 7 ‘Mobile Validation Errors’ guidelines are only available in Baymard Premium — they are based on our large-scale Mobile E-Commerce UX research study, and outline the 7 elements necessary to create a high-performing ‘Mobile Validation Errors’ implementation.

Guideline #119 Adhered High · Score: 27.6

Guideline #224 Violated High · Score: -31.5

Guideline #226 Adhered High · Score: 23.6

Guideline #225 Violated Low · Score: -9.9

Guideline #223 Adhered High · Score: 15.8

Guideline #227 Not Applicable · Score: 0.0

Guideline #175 Not Applicable · Score: 0.0

All 60 sites were benchmarked across the 610 guidelines. During our evaluation, Barnes & Noble’s e-commerce site adhered to 342 usability guidelines, violated 213, and scored neutral on 87 occasions, while a remaining 34 guidelines weren’t applicable.

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

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