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Cabela’s Checkout UX

This is a usability benchmark of the checkout experience of Cabela's and 49 other sites. The overall performance of Cabela's is mediocre.

Some of Cabela's biggest checkout usability issues are due to poor Order Review, poor Validation Errors & Data Persistence, and broken Field Labels & Microcopy. That said, their checkout performs great within Shipping & Store Pickup.

Rank: #25 of 50

Usability Score: 345

URL: cabelas.com

Reviewer: Edward Scott

Poor
Acceptable
Good

Overall Checkout UX Performance

134 Guidelines · Score: 345

Shopping Cart & “Added to Cart” Behavior

10 Guidelines · Score: 68.2

Guideline #4: Issue Resolved · Score: 12.0
Guideline #5: Issue Resolved · Score: 12.0
Guideline #6: Adhered High · Score: 12.0
Guideline #7: Issue Resolved · Score: 12.0
Guideline #8: Adhered High · Score: 16.7
Guideline #9: Adhered High · Score: 12.0
Guideline #10: Violated High · Score: -12.0
Guideline #11: Violated Low · Score: -6.0
Guideline #12: Not Applicable · Score: 0.0
Guideline #13: Adhered High · Score: 9.6
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Account Selection & Creation

9 Guidelines · Score: 19.1

Guideline #14: Adhered High · Score: 16.7
Guideline #15: Neutral · Score: 0.0
Guideline #16: Not Applicable · Score: 0.0
Guideline #17: Violated High · Score: -16.7
Guideline #18: Adhered High · Score: 12.0
Guideline #19: Adhered High · Score: 12.0
Guideline #20: Violated High · Score: -12.0
Guideline #21: Not Applicable · Score: 0.0
Guideline #22: Adhered High · Score: 7.2
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Customer & Address Information

12 Guidelines · Score: 37.1

Guideline #23: Adhered High · Score: 16.7
Guideline #24: Adhered Low · Score: 9.6
Guideline #25: Not Applicable · Score: 0.0
Guideline #26: Adhered High · Score: 16.7
Guideline #27: Issue Resolved · Score: 16.7
Guideline #28: Violated High · Score: -12.0
Guideline #29: Adhered High · Score: 12.0
Guideline #30: Violated Low · Score: -6.0
Guideline #31: Violated High · Score: -7.2
Guideline #32: Violated High · Score: -9.6
Guideline #33: Adhered High · Score: 7.2
Guideline #34: Violated High · Score: -7.2
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Gifting Flow & Features

5 Guidelines · Score: -35.9

“Broken” Performance
Guideline #35: Violated High · Score: -16.7
Guideline #36: Adhered High · Score: 12.0
Guideline #37: Violated High · Score: -12.0
Guideline #38: Violated High · Score: -12.0
Guideline #39: Violated High · Score: -7.2
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Shipping & Store Pickup

11 Guidelines · Score: 52.6

“State of the Art” Performance
Guideline #40: Adhered High · Score: 16.7
Guideline #41: Violated Low · Score: -7.2
Guideline #42: Adhered High · Score: 12.0
Guideline #43: Adhered High · Score: 12.0
Guideline #44: Violated Low · Score: -4.8
Guideline #45: Adhered High · Score: 4.8
Guideline #46: Neutral · Score: 0.0
Guideline #47: Violated High · Score: -12.0
Guideline #48: Adhered High · Score: 12.0
Guideline #49: Adhered High · Score: 12.0
Guideline #50: Adhered High · Score: 7.2
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Payment Flow & Methods (Incl. 3rd-Party)

8 Guidelines · Score: -31.1

“Broken” Performance
Guideline #51: Not Applicable · Score: 0.0
Guideline #52: Violated High · Score: -14.4
Guideline #53: Not Applicable · Score: 0.0
Guideline #54: Violated High · Score: -12.0
Guideline #55: Not Applicable · Score: 0.0
Guideline #56: Not Applicable · Score: 0.0
Guideline #57: Violated Low · Score: -4.8
Guideline #58: Not Applicable · Score: 0.0
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Credit Card Form

10 Guidelines · Score: -29.9

“Broken” Performance
Guideline #59: Violated High · Score: -16.7
Guideline #60: Violated High · Score: -16.7
Guideline #61: Adhered Low · Score: 8.4
Guideline #62: Adhered High · Score: 12.0
Guideline #63: Violated High · Score: -12.0
Guideline #64: Violated Low · Score: -6.0
Guideline #65: Neutral · Score: 0.0
Guideline #66: Adhered High · Score: 9.6
Guideline #67: Violated Low · Score: -3.6
Guideline #68: Violated High · Score: -4.8
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Order Review

5 Guidelines · Score: 13.2

Guideline #69: Neutral · Score: 0.0
Guideline #70: Violated High · Score: -14.4
Guideline #71: Adhered High · Score: 12.0
Guideline #72: Adhered Low · Score: 6.0
Guideline #73: Adhered High · Score: 9.6
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Order Confirmation & E-Mail

4 Guidelines · Score: 17.9

Guideline #74: Violated Low · Score: -6.0
Guideline #75: Adhered High · Score: 9.6
Guideline #76: Adhered High · Score: 7.2
Guideline #77: Adhered High · Score: 7.2
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Page Design

6 Guidelines · Score: 20.3

Guideline #78: Adhered High · Score: 12.0
Guideline #79: Violated High · Score: -12.0
Guideline #80: Adhered High · Score: 9.6
Guideline #81: Adhered High · Score: 7.2
Guideline #82: Adhered High · Score: 7.2
Guideline #83: Violated Low · Score: -3.6
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User Attention & Interactions

6 Guidelines · Score: 49.0

Guideline #84: Issue Resolved · Score: 16.7
Guideline #85: Violated Low · Score: -6.0
Guideline #86: Adhered High · Score: 12.0
Guideline #87: Adhered High · Score: 12.0
Guideline #88: Issue Resolved · Score: 14.4
Guideline #89: Not Applicable · Score: 0.0
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Cross-Sells

4 Guidelines · Score: 29.9

Guideline #90: Issue Resolved · Score: 16.7
Guideline #91: Violated Low · Score: -6.0
Guideline #92: Adhered High · Score: 12.0
Guideline #93: Adhered High · Score: 7.2
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Form Design & Features

8 Guidelines · Score: 75.4

Guideline #94: Adhered Low · Score: 8.4
Guideline #95: Issue Resolved · Score: 16.7
Guideline #96: Neutral · Score: 0.0
Guideline #97: Adhered High · Score: 12.0
Guideline #98: Adhered High · Score: 14.4
Guideline #99: Adhered High · Score: 12.0
Guideline #100: Adhered High · Score: 7.2
Guideline #101: Adhered High · Score: 4.8
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Validation Errors & Data Persistence

6 Guidelines · Score: 21.5

Guideline #102: Adhered High · Score: 19.1
Guideline #103: Adhered High · Score: 19.1
Guideline #104: Violated Low · Score: -8.4
Guideline #105: Violated Low · Score: -8.4
Guideline #106: Adhered High · Score: 14.4
Guideline #107: Violated High · Score: -14.4
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Address Validators

4 Guidelines · Score: 21.5

Guideline #108: Adhered High · Score: 14.4
Guideline #109: Adhered High · Score: 14.4
Guideline #110: Violated High · Score: -7.2
Guideline #111: Not Applicable · Score: 0.0
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Field Labels & Microcopy

7 Guidelines · Score: 7.2

“Broken” Performance
Guideline #112: Violated High · Score: -19.1
Guideline #113: Adhered High · Score: 16.7
Guideline #114: Adhered High · Score: 12.0
Guideline #115: Adhered High · Score: 9.6
Guideline #116: Violated High · Score: -12.0
Guideline #117: Not Applicable · Score: 0.0
Guideline #118: Neutral · Score: 0.0
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Field Design & Features

8 Guidelines · Score: 3.6

“Broken” Performance
Guideline #119: Violated Low · Score: -8.4
Guideline #120: Violated High · Score: -12.0
Guideline #121: Adhered High · Score: 12.0
Guideline #122: Adhered High · Score: 12.0
Guideline #123: Violated High · Score: -7.2
Guideline #124: Adhered High · Score: 7.2
Guideline #125: Violated High · Score: -7.2
Guideline #126: Issue Resolved · Score: 7.2
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Default Values & Autocompletion

8 Guidelines · Score: 13.2

“Broken” Performance
Guideline #127: Violated High · Score: -16.7
Guideline #128: Adhered High · Score: 14.4
Guideline #129: Violated High · Score: -14.4
Guideline #130: Adhered High · Score: 12.0
Guideline #131: Adhered High · Score: 14.4
Guideline #132: Violated Low · Score: -3.6
Guideline #133: Not Applicable · Score: 0.0
Guideline #134: Adhered High · Score: 7.2
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All 50 sites were benchmarked across the 134 guidelines from the E-Commerce Checkout usability study. During our evaluation, Cabela’s checkout process adhered to 68 usability guidelines, violated 45, and scored neutral on 6 occasions, while a remaining 15 guidelines weren’t applicable.

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

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Industry Comparison: Sports, Toys & Hobbies

Overall Cabela’s ranks 25 when comparing their checkout UX performance against the 49 other major US e-commerce sites in the benchmark, and ranks 3 in the Sports, Toys & Hobbies industry.

Poor
Acceptable
Good

1. Disney

3. Cabela's

5. REI

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