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Etsy’s Homepage & Category UX

This is a usability benchmark of the homepage and category experience of Etsy and 49 other sites. The overall performance of Etsy is decent. It is especially a state of the art Homepage, state of the art Intermediary Category Pages, and good Category Taxonomy that helps Etsy's category UX. Do, however, watch out for their broken Cross-Navigation & -Selling performance.

Rank: #17 of 50

Usability Score: 792

URL: etsy.com

Reviewed by: Jamie Appleseed

Poor
Acceptable
Good

Overall Homepage & Category UX

79 Guidelines · Score: 792.0

Homepage

13 Guidelines · Score: 246.3

“State of the Art” Performance
Guideline #1: Adhered Low · Score: 19.8
Guideline #2: Adhered High · Score: 28.3
Guideline #3: Issue Resolved · Score: 28.3
Guideline #4: Adhered High · Score: 28.3
Guideline #5: Adhered High · Score: 17.0
Guideline #6: Adhered High · Score: 28.3
Guideline #7: Adhered High · Score: 17.0
Guideline #8: Not Applicable · Score: 0.0
Guideline #9: Adhered High · Score: 17.0
Guideline #10: Issue Resolved · Score: 28.3
Guideline #11: Adhered High · Score: 17.0
Guideline #12: Not Applicable · Score: 0.0
Guideline #13: Adhered High · Score: 17.0
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Category Taxonomy

13 Guidelines · Score: 184.0

Guideline #14: Adhered High · Score: 39.6
Guideline #15: Adhered High · Score: 28.3
Guideline #16: Violated Low · Score: -19.8
Guideline #17: Adhered High · Score: 28.3
Guideline #18: Violated High · Score: -39.6
Guideline #19: Adhered Low · Score: 17.0
Guideline #20: Adhered High · Score: 45.3
Guideline #21: Adhered High · Score: 28.3
Guideline #22: Adhered High · Score: 28.3
Guideline #23: Not Applicable · Score: 0.0
Guideline #24: Adhered High · Score: 28.3
Guideline #25: Adhered High · Score: 22.6
Guideline #26: Violated High · Score: -22.6
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Main Navigation

16 Guidelines · Score: 169.9

Guideline #27: Violated High · Score: -39.6
Guideline #28: Neutral · Score: 0.0
Guideline #29: Adhered High · Score: 39.6
Guideline #30: Not Applicable · Score: 0.0
Guideline #31: Adhered High · Score: 34.0
Guideline #32: Neutral · Score: 0.0
Guideline #33: Issue Resolved · Score: 34.0
Guideline #34: Adhered High · Score: 28.3
Guideline #35: Violated High · Score: -22.6
Guideline #36: Issue Resolved · Score: 28.3
Guideline #37: Issue Resolved · Score: 28.3
Guideline #38: Not Applicable · Score: 0.0
Guideline #39: Issue Resolved · Score: 22.6
Guideline #40: Issue Resolved · Score: 17.0
Guideline #41: Not Applicable · Score: 0.0
Guideline #42: Not Applicable · Score: 0.0
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Intermediary Category Pages

7 Guidelines · Score: 144.4

“State of the Art” Performance
Guideline #43: Adhered High · Score: 45.3
Guideline #44: Neutral · Score: 0.0
Guideline #45: Adhered High · Score: 39.6
Guideline #46: Adhered Low · Score: 14.2
Guideline #47: Not Applicable · Score: 0.0
Guideline #48: Issue Resolved · Score: 28.3
Guideline #49: Adhered High · Score: 17.0
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Product Lists

13 Guidelines · Score: 19.8

Guideline #50: Adhered Low · Score: 22.6
Guideline #51: Adhered Low · Score: 22.6
Guideline #52: Adhered High · Score: 39.6
Guideline #53: Adhered High · Score: 45.3
Guideline #54: Neutral · Score: 0.0
Guideline #55: Violated High · Score: -45.3
Guideline #56: Violated High · Score: -22.6
Guideline #57: Adhered Low · Score: 14.2
Guideline #58: Violated High · Score: -34.0
Guideline #59: Neutral · Score: 0.0
Guideline #60: Adhered High · Score: 17.0
Guideline #61: Violated High · Score: -17.0
Guideline #62: Violated High · Score: -22.6
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Site-Wide Layout

10 Guidelines · Score: 96.3

Guideline #63: Adhered High · Score: 28.3
Guideline #64: Issue Resolved · Score: 45.3
Guideline #65: Violated High · Score: -28.3
Guideline #66: Issue Resolved · Score: 22.6
Guideline #67: Violated High · Score: -22.6
Guideline #68: Adhered High · Score: 17.0
Guideline #69: Issue Resolved · Score: 17.0
Guideline #70: Adhered High · Score: 17.0
Guideline #71: Violated High · Score: -11.3
Guideline #72: Adhered High · Score: 11.3
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Cross-Navigation & -Selling

7 Guidelines · Score: -67.9

“Broken” Performance
Guideline #73: Violated High · Score: -28.3
Guideline #74: Neutral · Score: 0.0
Guideline #75: Violated High · Score: -28.3
Guideline #76: Violated High · Score: -28.3
Guideline #77: Not Applicable · Score: 0.0
Guideline #78: Adhered High · Score: 17.0
Guideline #79: Not Applicable · Score: 0.0
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All 50 sites were benchmarked across the 79 guidelines from the Homepage & Category usability study. During our evaluation, the e-commerce homepage and category design of Etsy adhered to 47 usability guidelines, violated 16, and scored neutral on 6 occasions, while a remaining 10 guidelines weren’t applicable.

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

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Industry Comparison: Mass Merchant

Overall Etsy ranks 17 when comparing their homepage and category UX performance against the 49 other major US e-commerce sites in the benchmark, and ranks 4 in the Mass Merchant industry.

Poor
Acceptable
Good

1. Macy's

“State of the Art” Performance

2. Target

3. Amazon

4. Etsy

5. Kohl's

8. HSN

9. Sears

10. Costco

11. Walmart

“Broken” Performance
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