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Bass Pro Shops' Homepage & Category UX

This is a usability benchmark of the homepage and category experience of Bass Pro Shops and 49 other sites. The overall performance of Bass Pro Shops is mediocre. Some of Bass Pro Shops' biggest category usability issues are due to broken Product Lists, broken Homepage, and mediocre Category Taxonomy. That said, their category experience performs great within Site-Wide Layout.

Rank: #44 of 50

Usability Score: 354

URL: basspro.com

Reviewed by: Christian Holst

Poor
Acceptable
Good

Overall Homepage & Category UX

79 Guidelines · Score: 353.8

Homepage

13 Guidelines · Score: 22.3

“Broken” Performance
Guideline #1: Violated High · Score: -39.1
Guideline #2: Violated Low · Score: -14.0
Guideline #3: Issue Resolved · Score: 27.9
Guideline #4: Violated High · Score: -27.9
Guideline #5: Adhered High · Score: 16.8
Guideline #6: Adhered Low · Score: 14.0
Guideline #7: Not Applicable · Score: 0.0
Guideline #8: Not Applicable · Score: 0.0
Guideline #9: Neutral · Score: 0.0
Guideline #10: Issue Resolved · Score: 27.9
Guideline #11: Adhered High · Score: 16.8
Guideline #12: Not Applicable · Score: 0.0
Guideline #13: Not Applicable · Score: 0.0
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Category Taxonomy

13 Guidelines · Score: 97.7

Guideline #14: Violated High · Score: -39.1
Guideline #15: Adhered High · Score: 27.9
Guideline #16: Violated High · Score: -39.1
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: Adhered High · Score: 27.9
Guideline #22: Neutral · Score: 0.0
Guideline #23: Adhered High · Score: 27.9
Guideline #24: Adhered Low · Score: 14.0
Guideline #25: Violated Low · Score: -11.2
Guideline #26: Adhered High · Score: 22.3
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Main Navigation

16 Guidelines · Score: 148.0

Guideline #27: Adhered High · Score: 39.1
Guideline #28: Adhered High · Score: 44.7
Guideline #29: Violated Low · Score: -19.5
Guideline #30: Violated High · Score: -27.9
Guideline #31: Violated Low · Score: -16.8
Guideline #32: Adhered Low · Score: 16.8
Guideline #33: Issue Resolved · Score: 33.5
Guideline #34: Adhered High · Score: 27.9
Guideline #35: Violated High · Score: -22.3
Guideline #36: Violated High · Score: -27.9
Guideline #37: Issue Resolved · Score: 27.9
Guideline #38: Adhered High · Score: 22.3
Guideline #39: Issue Resolved · Score: 22.3
Guideline #40: Issue Resolved · Score: 16.8
Guideline #41: Issue Resolved · Score: 16.8
Guideline #42: Violated Low · Score: -5.6
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Intermediary Category Pages

7 Guidelines · Score: 44.7

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

13 Guidelines · Score: -97.7

“Broken” Performance
Guideline #50: Violated High · Score: -44.7
Guideline #51: Adhered Low · Score: 22.3
Guideline #52: Adhered High · Score: 39.1
Guideline #53: Violated Low · Score: -22.3
Guideline #54: Adhered Low · Score: 22.3
Guideline #55: Violated High · Score: -44.7
Guideline #56: Violated Low · Score: -11.2
Guideline #57: Violated Low · Score: -14.0
Guideline #58: Violated High · Score: -33.5
Guideline #59: Adhered Low · Score: 14.0
Guideline #60: Violated Low · Score: -8.4
Guideline #61: Violated High · Score: -16.8
Guideline #62: Not Applicable · Score: 0.0
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Site-Wide Layout

10 Guidelines · Score: 122.8

“State of the Art” Performance
Guideline #63: Adhered High · Score: 27.9
Guideline #64: Issue Resolved · Score: 44.7
Guideline #65: Violated High · Score: -27.9
Guideline #66: Adhered High · Score: 22.3
Guideline #67: Neutral · Score: 0.0
Guideline #68: Adhered High · Score: 16.8
Guideline #69: Issue Resolved · Score: 16.8
Guideline #70: Issue Resolved · Score: 16.8
Guideline #71: Adhered High · Score: 11.2
Guideline #72: Violated Low · Score: -5.6
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Cross-Navigation & -Selling

7 Guidelines · Score: 16.8

Guideline #73: Neutral · Score: 0.0
Guideline #74: Neutral · Score: 0.0
Guideline #75: Adhered High · Score: 27.9
Guideline #76: Violated High · Score: -27.9
Guideline #77: Violated Low · Score: -11.2
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 Bass Pro Shops adhered to 40 usability guidelines, violated 27, and scored neutral on 5 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: Sporting Goods

Overall Bass Pro Shops ranks 44 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 Sporting Goods industry.

Poor
Acceptable
Good

1. REI

“State of the Art” Performance

3. Bass Pro Shops

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