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Toys'R'Us' Homepage & Category UX

This is a usability benchmark of the homepage and category experience of Toys'R'Us and 49 other sites. The overall performance of Toys'R'Us is all but broken. Toys'R'Us' category experience is particularly thwarted by usability issues related to broken Product Lists, broken Main Navigation, and mediocre Intermediary Category Pages. That said, their category experience performs great within Site-Wide Layout.

Rank: #49 of 50

Usability Score: 117

URL: toysrus.com

Reviewed by: Christian Holst

Poor
Acceptable
Good

Overall Homepage & Category UX

79 Guidelines · Score: 116.6

“Broken” Performance

Homepage

13 Guidelines · Score: 72.6

Guideline #1: Adhered High · Score: 39.1
Guideline #2: Violated High · Score: -27.9
Guideline #3: Neutral · Score: 0.0
Guideline #4: Violated High · Score: -27.9
Guideline #5: Adhered High · Score: 16.8
Guideline #6: Neutral · Score: 0.0
Guideline #7: Not Applicable · Score: 0.0
Guideline #8: Adhered High · Score: 27.9
Guideline #9: Adhered High · Score: 16.8
Guideline #10: Issue Resolved · Score: 27.9
Guideline #11: Adhered Low · Score: 8.4
Guideline #12: Violated High · Score: -16.8
Guideline #13: Adhered Low · Score: 8.4
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Category Taxonomy

13 Guidelines · Score: 94.9

Guideline #14: Violated High · Score: -39.1
Guideline #15: Adhered Low · Score: 14.0
Guideline #16: Violated Low · Score: -19.5
Guideline #17: Adhered High · Score: 27.9
Guideline #18: Violated High · Score: -39.1
Guideline #19: Adhered High · Score: 33.5
Guideline #20: Adhered High · Score: 44.7
Guideline #21: Violated Low · Score: -14.0
Guideline #22: Neutral · Score: 0.0
Guideline #23: Adhered High · Score: 27.9
Guideline #24: Adhered Low · Score: 14.0
Guideline #25: Adhered High · Score: 22.3
Guideline #26: Adhered High · Score: 22.3
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Main Navigation

16 Guidelines · Score: 72.6

“Broken” Performance
Guideline #27: Neutral · Score: 0.0
Guideline #28: Adhered High · Score: 44.7
Guideline #29: Neutral · Score: 0.0
Guideline #30: Violated High · Score: -27.9
Guideline #31: Violated Low · Score: -16.8
Guideline #32: Not Applicable · Score: 0.0
Guideline #33: Issue Resolved · Score: 33.5
Guideline #34: Adhered High · Score: 27.9
Guideline #35: Violated High · Score: -22.3
Guideline #36: Violated Low · Score: -14.0
Guideline #37: Issue Resolved · Score: 27.9
Guideline #38: Adhered High · Score: 22.3
Guideline #39: Adhered High · Score: 22.3
Guideline #40: Violated Low · Score: -8.4
Guideline #41: Violated High · Score: -16.8
Guideline #42: Not Applicable · Score: 0.0
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Intermediary Category Pages

7 Guidelines · Score: 14.0

Guideline #43: Adhered High · Score: 44.7
Guideline #44: Violated Low · Score: -19.5
Guideline #45: Violated High · Score: -39.1
Guideline #46: Adhered High · Score: 27.9
Guideline #47: Not Applicable · Score: 0.0
Guideline #48: Not Applicable · Score: 0.0
Guideline #49: Not Applicable · Score: 0.0
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Product Lists

13 Guidelines · Score: -304.3

“Broken” Performance
Guideline #50: Neutral · Score: 0.0
Guideline #51: Violated High · Score: -44.7
Guideline #52: Violated High · Score: -39.1
Guideline #53: Violated Low · Score: -22.3
Guideline #54: Violated Low · Score: -22.3
Guideline #55: Violated Low · Score: -22.3
Guideline #56: Violated High · Score: -22.3
Guideline #57: Violated Low · Score: -14.0
Guideline #58: Violated High · Score: -33.5
Guideline #59: Violated High · Score: -27.9
Guideline #60: Violated High · Score: -16.8
Guideline #61: Violated High · Score: -16.8
Guideline #62: Violated High · Score: -22.3
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Site-Wide Layout

10 Guidelines · Score: 111.7

“State of the Art” Performance
Guideline #63: Violated High · Score: -27.9
Guideline #64: Issue Resolved · Score: 44.7
Guideline #65: Adhered High · Score: 27.9
Guideline #66: Adhered High · Score: 22.3
Guideline #67: Adhered High · Score: 22.3
Guideline #68: Issue Resolved · Score: 16.8
Guideline #69: Violated High · Score: -16.8
Guideline #70: Adhered High · Score: 16.8
Guideline #71: Violated Low · Score: -5.6
Guideline #72: Adhered High · Score: 11.2
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Cross-Navigation & -Selling

7 Guidelines · Score: 55.8

Guideline #73: Neutral · Score: 0.0
Guideline #74: Neutral · Score: 0.0
Guideline #75: Adhered High · Score: 27.9
Guideline #76: Neutral · Score: 0.0
Guideline #77: Not Applicable · Score: 0.0
Guideline #78: Adhered High · Score: 16.8
Guideline #79: Adhered High · Score: 11.2
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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 Toys'R'Us adhered to 33 usability guidelines, violated 30, and scored neutral on 9 occasions, while a remaining 7 guidelines weren’t applicable.

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

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Industry Comparison: Toys & Hobbies

Overall Toys'R'Us ranks 49 when comparing their homepage and category UX performance against the 49 other major US e-commerce sites in the benchmark, and ranks 3 in the Toys & Hobbies industry.

Poor
Acceptable
Good

1. Disney

3. Toys'R'Us

“Broken” Performance
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