Benchmark Overview

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.

Poor
Acceptable
Good

Homepage & Category: 62 guidelines · Score: 909.4

Homepage: 15 guidelines · Score: 101.8

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: 33.2

Guideline #240 Neutral · Score: 0.0

Guideline #242 Adhered Low · Score: 11.8

Guideline #248 Violated High · Score: -23.7

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: 23.7

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: 9.5

Guideline #257 Adhered High · Score: 14.2

Category Taxonomy: 14 guidelines · Score: 296.0

These 14 ‘Category Taxonomy’ guidelines are only available in Baymard Premium — they are based on our large-scale Homepage & Category UX research study, and outline the 14 elements necessary to create a high-performing ‘Category Taxonomy’ 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 #253 Adhered High · Score: 33.2

Guideline #261 Adhered High · Score: 23.7

Guideline #263 Adhered High · Score: 33.2

Guideline #266 Adhered High · Score: 23.7

Guideline #267 Adhered High · Score: 33.2

Guideline #268 Adhered High · Score: 28.4

Guideline #259 Adhered High · Score: 37.9

Guideline #282 Adhered High · Score: 23.7

Guideline #286 Adhered High · Score: 23.7

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

Main Navigation: 16 guidelines · Score: 267.6

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.

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 #287 Adhered High · Score: 33.2

Guideline #294 Adhered High · Score: 37.9

Guideline #302 Adhered High · Score: 33.2

Guideline #289 Adhered Low · Score: 11.8

Guideline #288 Adhered High · Score: 28.4

Guideline #303 Violated Low · Score: -14.2

Guideline #298 Issue Resolved · Score: 28.4

Guideline #291 Adhered High · Score: 23.7

Guideline #297 Violated High · Score: -18.9

Guideline #256 Issue Resolved · Score: 23.7

Guideline #304 Issue Resolved · Score: 23.7

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: -9.5

Intermediary Category Pages: 6 guidelines · Score: 68.7

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.

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 #307 Adhered High · Score: 37.9

Guideline #309 Violated Low · Score: -16.6

Guideline #308 Adhered High · Score: 23.7

Guideline #311 Not Applicable · Score: 0.0

Guideline #312 Issue Resolved · Score: 23.7

Guideline #310 Not Applicable · Score: 0.0

Site-Wide Layout: 11 guidelines · Score: 175.2

‘State of the Art’

These 11 ‘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 11 elements necessary to create a high-performing ‘Site-Wide Layout’ 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 #279 Adhered High · Score: 23.7

Guideline #258 Issue Resolved · Score: 37.9

Guideline #252 Adhered High · Score: 23.7

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: 9.5

Guideline #273 Not Applicable · Score: 0.0

Guideline #940 Not Applicable · Score: 0.0

Cart & Checkout: 63 guidelines · Score: 474.6

Data Input: 15 guidelines · Score: -86.9

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.

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 #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

Copywriting: 8 guidelines · Score: 58.0

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.

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 #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

Layout: 15 guidelines · Score: 264.4

‘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.

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 #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

Navigation: 8 guidelines · Score: 181.1

‘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.

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 #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

Flow: 7 guidelines · Score: 47.1

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.

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 #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

Focus: 10 guidelines · Score: 10.9

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.

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 #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

Mobile E-Commerce: 144 guidelines · Score: 409.8

Mobile Homepage, Navigation, & Search: 12 guidelines · Score: -39.4

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.

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 #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

Mobile Product Lists: 15 guidelines · Score: -2.0

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.

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 #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

Mobile Filtering & Sorting: 9 guidelines · Score: 5.9

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.

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 #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

Mobile Product Page Layouts: 6 guidelines · Score: 80.8

‘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.

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 #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

Mobile Product Descriptions, Specs, & Images: 13 guidelines · Score: 63.1

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.

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 #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

Mobile Shopping Cart, Cost & Account: 10 guidelines · Score: 5.9

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.

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 #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

Mobile Checkout Information: 15 guidelines · Score: 41.4

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.

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 #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

Mobile Form Field Usability: 18 guidelines · Score: 149.7

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.

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 #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

Touch Keyboards: 5 guidelines · Score: 78.8

‘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.

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 #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

Mobile Validation Errors: 7 guidelines · Score: 25.6

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.

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 #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.

To read each guideline and review your own sites, you’ll need to get full access.