Benchmark Overview

Blue Nile’s E-Commerce UX

This is a case study of Blue Nile’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

Blue Nile’s Cart & Checkout performance is decent. It is especially a state of the art Navigation and Flow that helps Blue Nile’s checkout UX. Do, however, watch out for their poor Layout performance.

Poor
Acceptable
Good

Cart & Checkout: 63 guidelines · Score: 710.6

Data Input: 15 guidelines · Score: 29.5

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Guideline #1 Adhered High · Score: 58.9

Guideline #2 Adhered High · Score: 44.2

Guideline #3 Violated Low · Score: -22.1

Guideline #4 Adhered High · Score: 44.2

Guideline #5 Violated High · Score: -29.5

Guideline #6 Violated High · Score: -29.5

Guideline #7 Violated High · Score: -14.7

Guideline #8 Issue Resolved · Score: 22.1

Guideline #9 Violated High · Score: -22.1

Guideline #10 Violated High · Score: -22.1

Guideline #11 Violated High · Score: -14.7

Guideline #12 Adhered High · Score: 14.7

Guideline #13 Not Applicable · Score: 0.0

Guideline #14 Adhered High · Score: 14.7

Guideline #15 Violated High · Score: -14.7

Copywriting: 8 guidelines · Score: 47.9

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Guideline #16 Adhered Low · Score: 29.5

Guideline #17 Neutral · Score: 0.0

Guideline #18 Issue Resolved · Score: 44.2

Guideline #19 Violated High · Score: -36.8

Guideline #20 Adhered Low · Score: 18.4

Guideline #21 Violated High · Score: -29.5

Guideline #22 Adhered High · Score: 14.7

Guideline #23 Adhered Low · Score: 7.4

Layout: 15 guidelines · Score: 58.9

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Guideline #24 Adhered Low · Score: 25.8

Guideline #25 Adhered High · Score: 51.5

Guideline #26 Violated High · Score: -51.5

Guideline #27 Adhered Low · Score: 18.4

Guideline #29 Neutral · Score: 0.0

Guideline #30 Issue Resolved · Score: 36.8

Guideline #31 Violated Low · Score: -22.1

Guideline #32 Adhered Low · Score: 11.0

Guideline #33 Adhered High · Score: 22.1

Guideline #34 Violated Low · Score: -11.0

Guideline #35 Violated High · Score: -22.1

Guideline #36 Adhered High · Score: 14.7

Guideline #37 Violated High · Score: -14.7

Guideline #38 Adhered High · Score: 14.7

Guideline #39 Violated High · Score: -14.7

Navigation: 8 guidelines · Score: 250.4

‘State of the Art’

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Guideline #40 Issue Resolved · Score: 44.2

Guideline #41 Adhered High · Score: 44.2

Guideline #42 Issue Resolved · Score: 44.2

Guideline #43 Adhered High · Score: 36.8

Guideline #44 Adhered High · Score: 29.5

Guideline #45 Adhered High · Score: 29.5

Guideline #46 Adhered High · Score: 22.1

Guideline #47 Neutral · Score: 0.0

Flow: 7 guidelines · Score: 195.1

‘State of the Art’

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Guideline #48 Adhered High · Score: 51.5

Guideline #49 Neutral · Score: 0.0

Guideline #50 Issue Resolved · Score: 51.5

Guideline #51 Adhered Low · Score: 18.4

Guideline #52 Adhered Low · Score: 14.7

Guideline #53 Adhered High · Score: 29.5

Guideline #54 Issue Resolved · Score: 29.5

Focus: 10 guidelines · Score: 128.9

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Guideline #55 Adhered High · Score: 58.9

Guideline #56 Violated High · Score: -58.9

Guideline #57 Neutral · Score: 0.0

Guideline #58 Adhered High · Score: 36.8

Guideline #59 Adhered Low · Score: 18.4

Guideline #60 Issue Resolved · Score: 36.8

Guideline #61 Issue Resolved · Score: 36.8

Guideline #62 Adhered Low · Score: 14.7

Guideline #63 Not Applicable · Score: 0.0

Guideline #64 Violated High · Score: -14.7

All 60 sites were benchmarked across the 610 guidelines. During our evaluation, Blue Nile’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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