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Rakuten / Buy.com’s Homepage & Category UX

This is a usability benchmark of the homepage and category experience of Rakuten / Buy.com and 49 other sites. The overall performance of Rakuten / Buy.com is all but broken. Some of Rakuten / Buy.com's biggest category usability issues are due to broken Product Lists, Category Taxonomy, and Cross-Navigation & -Selling.

Rank: #48 of 50

Usability Score: 199

URL: rakuten.com

Reviewed by: Christian Holst

Poor
Acceptable
Good

Overall Homepage & Category UX

79 Guidelines · Score: 199.0

“Broken” Performance

Homepage

13 Guidelines · Score: 110.4

Guideline #1: Adhered High · Score: 39.6
Guideline #2: Violated High · Score: -28.3
Guideline #3: Adhered Low · Score: 14.2
Guideline #4: Violated High · Score: -28.3
Guideline #5: Adhered High · Score: 17.0
Guideline #6: Adhered Low · Score: 14.2
Guideline #7: Not Applicable · Score: 0.0
Guideline #8: Adhered High · Score: 28.3
Guideline #9: Adhered High · Score: 17.0
Guideline #10: Issue Resolved · Score: 28.3
Guideline #11: Neutral · Score: 0.0
Guideline #12: Not Applicable · Score: 0.0
Guideline #13: Adhered Low · Score: 8.5
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Category Taxonomy

13 Guidelines · Score: 17.0

“Broken” Performance
Guideline #14: Violated Low · Score: -19.8
Guideline #15: Adhered High · Score: 28.3
Guideline #16: Violated High · Score: -39.6
Guideline #17: Adhered High · Score: 28.3
Guideline #18: Violated High · Score: -39.6
Guideline #19: Violated High · Score: -34.0
Guideline #20: Adhered High · Score: 45.3
Guideline #21: Adhered High · Score: 28.3
Guideline #22: Violated Low · Score: -14.2
Guideline #23: Not Applicable · Score: 0.0
Guideline #24: Not Applicable · Score: 0.0
Guideline #25: Adhered High · Score: 22.6
Guideline #26: Adhered Low · Score: 11.3
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Main Navigation

16 Guidelines · Score: 121.7

Guideline #27: Adhered High · Score: 39.6
Guideline #28: Adhered High · Score: 45.3
Guideline #29: Neutral · Score: 0.0
Guideline #30: Violated Low · Score: -14.2
Guideline #31: Violated Low · Score: -17.0
Guideline #32: Adhered Low · Score: 17.0
Guideline #33: Issue Resolved · Score: 34.0
Guideline #34: Violated High · Score: -28.3
Guideline #35: Adhered High · Score: 22.6
Guideline #36: Adhered High · Score: 28.3
Guideline #37: Violated High · Score: -28.3
Guideline #38: Adhered High · Score: 22.6
Guideline #39: Violated High · Score: -22.6
Guideline #40: Issue Resolved · Score: 17.0
Guideline #41: Adhered High · Score: 17.0
Guideline #42: Violated High · Score: -11.3
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Intermediary Category Pages

7 Guidelines · Score: -2.8

Guideline #43: Adhered Low · Score: 22.6
Guideline #44: Violated Low · Score: -19.8
Guideline #45: Violated Low · Score: -19.8
Guideline #46: Not Applicable · Score: 0.0
Guideline #47: Not Applicable · Score: 0.0
Guideline #48: Adhered Low · Score: 14.2
Guideline #49: Not Applicable · Score: 0.0
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Product Lists

13 Guidelines · Score: -84.9

“Broken” Performance
Guideline #50: Adhered Low · Score: 22.6
Guideline #51: Violated Low · Score: -22.6
Guideline #52: Violated Low · Score: -19.8
Guideline #53: Neutral · Score: 0.0
Guideline #54: Violated High · Score: -45.3
Guideline #55: Violated Low · Score: -22.6
Guideline #56: Violated High · Score: -22.6
Guideline #57: Violated Low · Score: -14.2
Guideline #58: Adhered High · Score: 34.0
Guideline #59: Adhered High · Score: 28.3
Guideline #60: Issue Resolved · 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: 51.0

Guideline #63: Violated High · Score: -28.3
Guideline #64: Issue Resolved · Score: 45.3
Guideline #65: Neutral · Score: 0.0
Guideline #66: Adhered High · 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 Low · Score: -5.7
Guideline #72: Violated High · Score: -11.3
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Cross-Navigation & -Selling

7 Guidelines · Score: -14.2

“Broken” Performance
Guideline #73: Neutral · Score: 0.0
Guideline #74: Adhered Low · Score: 14.2
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: Adhered High · Score: 11.3
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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 Rakuten / Buy.com adhered to 37 usability guidelines, violated 29, and scored neutral on 5 occasions, while a remaining 8 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 Rakuten / Buy.com ranks 48 when comparing their homepage and category UX performance against the 49 other major US e-commerce sites in the benchmark, and ranks 12 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

12. Rakuten / Buy.com

“Broken” Performance
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