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Cabela’s Homepage & Category UX

This is a usability benchmark of the homepage and category experience of Cabela's and 49 other sites. The overall performance of Cabela's is decent. It is especially a state of the art Main Navigation, Site-Wide Layout, and Category Taxonomy that helps Cabela's category UX. Do, however, watch out for their broken Intermediary Category Pages performance.

Rank: #18 of 50

Usability Score: 788

URL: cabelas.com

Reviewed by: Thomas Grønne

Poor
Acceptable
Good

Overall Homepage & Category UX

79 Guidelines · Score: 787.9

Homepage

13 Guidelines · Score: 85.4

Guideline #1: Violated High · Score: -38.5
Guideline #2: Neutral · Score: 0.0
Guideline #3: Neutral · Score: 0.0
Guideline #4: Neutral · Score: 0.0
Guideline #5: Adhered High · Score: 16.5
Guideline #6: Adhered High · Score: 27.5
Guideline #7: Not Applicable · Score: 0.0
Guideline #8: Adhered High · Score: 27.5
Guideline #9: Adhered High · Score: 16.5
Guideline #10: Issue Resolved · Score: 27.5
Guideline #11: Violated Low · Score: -8.3
Guideline #12: Adhered High · Score: 16.5
Guideline #13: Not Applicable · Score: 0.0
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Category Taxonomy

13 Guidelines · Score: 220.3

“State of the Art” Performance
Guideline #14: Violated High · Score: -38.5
Guideline #15: Adhered Low · Score: 13.8
Guideline #16: Violated High · Score: -38.5
Guideline #17: Adhered High · Score: 27.5
Guideline #18: Adhered High · Score: 38.5
Guideline #19: Adhered High · Score: 33.0
Guideline #20: Issue Resolved · Score: 44.1
Guideline #21: Adhered High · Score: 27.5
Guideline #22: Adhered High · Score: 27.5
Guideline #23: Adhered High · Score: 27.5
Guideline #24: Adhered Low · Score: 13.8
Guideline #25: Adhered High · Score: 22.0
Guideline #26: Adhered High · Score: 22.0
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Main Navigation

16 Guidelines · Score: 424.0

“State of the Art” Performance
Guideline #27: Adhered High · Score: 38.5
Guideline #28: Adhered High · Score: 44.1
Guideline #29: Adhered High · Score: 38.5
Guideline #30: Adhered High · Score: 27.5
Guideline #31: Adhered High · Score: 33.0
Guideline #32: Adhered High · Score: 33.0
Guideline #33: Issue Resolved · Score: 33.0
Guideline #34: Adhered High · Score: 27.5
Guideline #35: Adhered High · Score: 22.0
Guideline #36: Issue Resolved · Score: 27.5
Guideline #37: Issue Resolved · Score: 27.5
Guideline #38: Adhered High · Score: 22.0
Guideline #39: Issue Resolved · Score: 22.0
Guideline #40: Issue Resolved · Score: 16.5
Guideline #41: Issue Resolved · Score: 16.5
Guideline #42: Violated Low · Score: -5.5
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Intermediary Category Pages

7 Guidelines · Score: -99.1

“Broken” Performance
Guideline #43: Violated High · Score: -44.1
Guideline #44: Violated High · Score: -38.5
Guideline #45: Adhered High · Score: 38.5
Guideline #46: Violated High · Score: -27.5
Guideline #47: Not Applicable · Score: 0.0
Guideline #48: Violated High · Score: -27.5
Guideline #49: Not Applicable · Score: 0.0
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Product Lists

13 Guidelines · Score: -71.6

“Broken” Performance
Guideline #50: Adhered Low · Score: 22.0
Guideline #51: Adhered Low · Score: 22.0
Guideline #52: Adhered High · Score: 38.5
Guideline #53: Violated High · Score: -44.1
Guideline #54: Adhered Low · Score: 22.0
Guideline #55: Violated Low · Score: -22.0
Guideline #56: Violated High · Score: -22.0
Guideline #57: Violated High · Score: -27.5
Guideline #58: Violated High · Score: -33.0
Guideline #59: Adhered High · Score: 27.5
Guideline #60: Violated High · Score: -16.5
Guideline #61: Violated High · Score: -16.5
Guideline #62: Violated High · Score: -22.0
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Site-Wide Layout

10 Guidelines · Score: 134.9

“State of the Art” Performance
Guideline #63: Violated Low · Score: -13.8
Guideline #64: Adhered High · Score: 44.1
Guideline #65: Adhered High · Score: 27.5
Guideline #66: Adhered High · Score: 22.0
Guideline #67: Adhered High · Score: 22.0
Guideline #68: Adhered High · Score: 16.5
Guideline #69: Issue Resolved · Score: 16.5
Guideline #70: Adhered High · Score: 16.5
Guideline #71: Violated Low · Score: -5.5
Guideline #72: Violated High · Score: -11.0
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Cross-Navigation & -Selling

7 Guidelines · Score: 93.6

“State of the Art” Performance
Guideline #73: Neutral · Score: 0.0
Guideline #74: Adhered High · Score: 27.5
Guideline #75: Adhered High · Score: 27.5
Guideline #76: Not Applicable · Score: 0.0
Guideline #77: Adhered High · Score: 22.0
Guideline #78: Adhered High · Score: 16.5
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 Cabela's adhered to 49 usability guidelines, violated 20, and scored neutral on 4 occasions, while a remaining 6 guidelines weren’t applicable.

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

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Industry Comparison: Sporting Goods

Overall Cabela's ranks 18 when comparing their homepage and category UX performance against the 49 other major US e-commerce sites in the benchmark, and ranks 2 in the Sporting Goods industry.

Poor
Acceptable
Good

1. REI

“State of the Art” Performance

2. Cabela's

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