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REI’s Homepage & Category UX

This is a usability benchmark of the homepage and category experience of REI and 49 other sites. The overall performance of REI is state of the art. It is especially a state of the art Main Navigation, Category Taxonomy, and Intermediary Category Pages that helps REI's category UX. Do, however, watch out for their poor Product Lists performance.

Rank: #5 of 50

Usability Score: 1,104

URL: REI.com

Reviewed by: Thomas Grønne

Poor
Acceptable
Good

Overall Homepage & Category UX

79 Guidelines · Score: 1,103.5

“State of the Art” Performance

Homepage

13 Guidelines · Score: 90.6

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

13 Guidelines · Score: 283.1

“State of the Art” Performance
Guideline #14: Adhered High · Score: 39.6
Guideline #15: Adhered High · Score: 28.3
Guideline #16: Adhered High · Score: 39.6
Guideline #17: Adhered High · Score: 28.3
Guideline #18: Violated High · Score: -39.6
Guideline #19: Adhered High · Score: 34.0
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: Not Applicable · Score: 0.0
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Main Navigation

16 Guidelines · Score: 396.3

“State of the Art” Performance
Guideline #27: Adhered High · Score: 39.6
Guideline #28: Adhered High · Score: 45.3
Guideline #29: Adhered High · Score: 39.6
Guideline #30: Adhered High · Score: 28.3
Guideline #31: Adhered High · Score: 34.0
Guideline #32: Not Applicable · Score: 0.0
Guideline #33: Adhered High · Score: 34.0
Guideline #34: Adhered High · Score: 28.3
Guideline #35: Adhered High · Score: 22.6
Guideline #36: Issue Resolved · Score: 28.3
Guideline #37: Issue Resolved · Score: 28.3
Guideline #38: Adhered High · Score: 22.6
Guideline #39: Adhered High · Score: 22.6
Guideline #40: Issue Resolved · Score: 17.0
Guideline #41: Issue Resolved · Score: 17.0
Guideline #42: Violated High · Score: -11.3
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Intermediary Category Pages

7 Guidelines · Score: 161.4

“State of the Art” Performance
Guideline #43: Adhered High · Score: 45.3
Guideline #44: Adhered Low · Score: 19.8
Guideline #45: Adhered High · Score: 39.6
Guideline #46: Issue Resolved · Score: 28.3
Guideline #47: Adhered High · Score: 28.3
Guideline #48: Not Applicable · Score: 0.0
Guideline #49: Not Applicable · Score: 0.0
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Product Lists

13 Guidelines · Score: 28.3

Guideline #50: Violated Low · Score: -22.6
Guideline #51: Adhered High · Score: 45.3
Guideline #52: Adhered High · Score: 39.6
Guideline #53: Violated Low · Score: -22.6
Guideline #54: Adhered High · Score: 45.3
Guideline #55: Adhered Low · Score: 22.6
Guideline #56: Violated High · Score: -22.6
Guideline #57: Violated High · Score: -28.3
Guideline #58: Violated High · Score: -34.0
Guideline #59: Adhered High · Score: 28.3
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: 135.9

“State of the Art” Performance
Guideline #63: Adhered High · Score: 28.3
Guideline #64: Issue Resolved · Score: 45.3
Guideline #65: Adhered High · Score: 28.3
Guideline #66: Adhered High · Score: 22.6
Guideline #67: Violated High · Score: -22.6
Guideline #68: Adhered High · Score: 17.0
Guideline #69: Adhered High · 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: 8.5

Guideline #73: Violated High · Score: -28.3
Guideline #74: Violated Low · Score: -14.2
Guideline #75: Violated High · Score: -28.3
Guideline #76: Issue Resolved · Score: 28.3
Guideline #77: Adhered High · Score: 22.6
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 REI adhered to 53 usability guidelines, violated 17, and scored neutral on 1 occasion, 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: Sporting Goods

Overall REI ranks 5 when comparing their homepage and category UX performance against the 49 other major US e-commerce sites in the benchmark, and is the best performing site in the Sporting Goods industry.

Poor
Acceptable
Good

1. REI

“State of the Art” Performance
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