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Cabela’s Checkout UX

This is a usability benchmark of the checkout experience of Cabela's and 99 other sites. The overall performance of Cabela's is good.

It is especially a state of the art Focus, state of the art Copywriting, and good Layout that helps Cabela's checkout UX. Do, however, watch out for their broken Flow performance.

Rank: #5 of 100

Usability Score: 902

URL: cabelas.com

Reviewer: Jamie Appleseed

Poor
Acceptable
Good

Overall Checkout UX Performance

63 Guidelines · Score: 902

Data Input

15 Guidelines · Score: 164.7

Guideline #1: Adhered High · Score: 59.9
Guideline #2: Adhered High · Score: 44.9
Guideline #3: Adhered High · Score: 44.9
Guideline #4: Adhered High · Score: 44.9
Guideline #5: Violated High · Score: -29.9
Guideline #6: Violated High · Score: -29.9
Guideline #7: Violated High · Score: -15.0
Guideline #8: Issue Resolved · Score: 22.5
Guideline #9: Violated High · Score: -22.5
Guideline #10: Issue Resolved · Score: 22.5
Guideline #11: Violated High · Score: -15.0
Guideline #12: Adhered High · Score: 15.0
Guideline #13: Not Applicable · Score: 0.0
Guideline #14: Adhered Low · Score: 7.5
Guideline #15: Adhered High · Score: 15.0
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Copywriting

8 Guidelines · Score: 217.1

“State of the Art” Performance
Guideline #16: Adhered Low · Score: 29.9
Guideline #17: Adhered High · Score: 44.9
Guideline #18: Adhered High · Score: 44.9
Guideline #19: Adhered High · Score: 37.4
Guideline #20: Adhered High · Score: 37.4
Guideline #21: Adhered Low · Score: 15.0
Guideline #22: Adhered High · Score: 15.0
Guideline #23: Violated Low · Score: -7.5
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Layout

15 Guidelines · Score: 198.4

Guideline #24: Adhered High · Score: 52.4
Guideline #25: Adhered Low · Score: 26.2
Guideline #26: Adhered Low · Score: 26.2
Guideline #27: Adhered High · Score: 37.4
Guideline #28: Violated High · Score: -37.4
Guideline #29: Issue Resolved · Score: 37.4
Guideline #30: Violated High · Score: -44.9
Guideline #31: Adhered High · Score: 22.5
Guideline #32: Adhered High · Score: 22.5
Guideline #33: Adhered Low · Score: 11.2
Guideline #34: Not Applicable · Score: 0.0
Guideline #35: Neutral · Score: 0.0
Guideline #36: Adhered High · Score: 15.0
Guideline #37: Adhered High · Score: 15.0
Guideline #38: Adhered High · Score: 15.0
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Navigation

8 Guidelines · Score: 97.3

Guideline #39: Issue Resolved · Score: 44.9
Guideline #40: Adhered Low · Score: 22.5
Guideline #41: Issue Resolved · Score: 44.9
Guideline #42: Adhered High · Score: 37.4
Guideline #43: Adhered Low · Score: 15.0
Guideline #44: Violated High · Score: -29.9
Guideline #45: Violated High · Score: -22.5
Guideline #46: Violated High · Score: -15.0
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Flow

7 Guidelines · Score: -37.4

“Broken” Performance
Guideline #47: Adhered High · Score: 52.4
Guideline #48: Neutral · Score: 0.0
Guideline #49: Violated High · Score: -52.4
Guideline #50: Violated High · Score: -37.4
Guideline #51: Neutral · Score: 0.0
Guideline #52: Violated High · Score: -29.9
Guideline #53: Issue Resolved · Score: 29.9
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Focus

10 Guidelines · Score: 262.0

“State of the Art” Performance
Guideline #54: Adhered High · Score: 59.9
Guideline #55: Adhered High · Score: 59.9
Guideline #56: Adhered High · Score: 37.4
Guideline #57: Adhered High · Score: 37.4
Guideline #58: Violated High · Score: -37.4
Guideline #59: Issue Resolved · Score: 37.4
Guideline #60: Issue Resolved · Score: 37.4
Guideline #61: Adhered Low · Score: 15.0
Guideline #62: Not Applicable · Score: 0.0
Guideline #63: Adhered High · Score: 15.0
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All 100 sites were benchmarked across the 63 guidelines from the E-Commerce Checkout usability study. During our evaluation, Cabela’s checkout process adhered to 42 usability guidelines, violated 15, and scored neutral on 3 occasions, while a remaining 3 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 5 when comparing their checkout UX performance against the 99 other major US e-commerce sites in the benchmark, and is the best performing site in the Sporting Goods industry.

Poor
Acceptable
Good

1. Cabela's

2. REI

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