You’re browsing the 2012 version of this benchmark database. Head here for the most recent version.
Note: You have full access to this benchmark database in your Baymard Pro account.

REI’s Checkout UX

This is a usability benchmark of the checkout experience of REI and 99 other sites. The overall performance of REI is acceptable.

For instance, REI's checkout has good Flow and Navigation yet suffers from mediocre Focus.

Rank: #39 of 100

Usability Score: 567

URL: rei.com

Reviewer: Christian Holst

Poor
Acceptable
Good

Overall Checkout UX Performance

63 Guidelines · Score: 567

Data Input

15 Guidelines · Score: 99.0

Guideline #1: Adhered High · Score: 60.9
Guideline #2: Issue Resolved · Score: 45.7
Guideline #3: Violated Low · Score: -22.8
Guideline #4: Adhered Low · Score: 22.8
Guideline #5: Violated Low · Score: -15.2
Guideline #6: Violated High · Score: -30.5
Guideline #7: Violated High · Score: -15.2
Guideline #8: Issue Resolved · Score: 22.8
Guideline #9: Violated High · Score: -22.8
Guideline #10: Issue Resolved · Score: 22.8
Guideline #11: Violated High · Score: -15.2
Guideline #12: Adhered High · Score: 15.2
Guideline #13: Not Applicable · Score: 0.0
Guideline #14: Issue Resolved · Score: 15.2
Guideline #15: Adhered High · Score: 15.2
Guideline content only available in Baymard Pro – Get Full Access

Copywriting

8 Guidelines · Score: 87.6

Guideline #16: Violated Low · Score: -30.5
Guideline #17: Adhered Low · Score: 22.8
Guideline #18: Adhered Low · Score: 22.8
Guideline #19: Adhered High · Score: 38.1
Guideline #20: Violated Low · Score: -19.0
Guideline #21: Adhered High · Score: 30.5
Guideline #22: Adhered High · Score: 15.2
Guideline #23: Adhered Low · Score: 7.6
Guideline content only available in Baymard Pro – Get Full Access

Layout

15 Guidelines · Score: 95.2

Guideline #24: Adhered High · Score: 53.3
Guideline #25: Violated High · Score: -53.3
Guideline #26: Adhered High · Score: 53.3
Guideline #27: Neutral · Score: 0.0
Guideline #28: Violated Low · Score: -19.0
Guideline #29: Issue Resolved · Score: 38.1
Guideline #30: Violated High · Score: -45.7
Guideline #31: Adhered High · Score: 22.8
Guideline #32: Violated Low · Score: -11.4
Guideline #33: Adhered Low · Score: 11.4
Guideline #34: Not Applicable · Score: 0.0
Guideline #35: Neutral · Score: 0.0
Guideline #36: Adhered High · Score: 15.2
Guideline #37: Adhered High · Score: 15.2
Guideline #38: Adhered High · Score: 15.2
Guideline content only available in Baymard Pro – Get Full Access

Navigation

8 Guidelines · Score: 99.0

Guideline #39: Adhered High · Score: 45.7
Guideline #40: Adhered High · Score: 45.7
Guideline #41: Adhered High · Score: 45.7
Guideline #42: Violated High · Score: -38.1
Guideline #43: Neutral · Score: 0.0
Guideline #44: Violated Low · Score: -15.2
Guideline #45: Not Applicable · Score: 0.0
Guideline #46: Adhered High · Score: 15.2
Guideline content only available in Baymard Pro – Get Full Access

Flow

7 Guidelines · Score: 114.2

Guideline #47: Adhered High · Score: 53.3
Guideline #48: Neutral · Score: 0.0
Guideline #49: Adhered High · Score: 53.3
Guideline #50: Violated High · Score: -38.1
Guideline #51: Violated Low · Score: -15.2
Guideline #52: Adhered High · Score: 30.5
Guideline #53: Issue Resolved · Score: 30.5
Guideline content only available in Baymard Pro – Get Full Access

Focus

10 Guidelines · Score: 72.3

Guideline #54: Adhered High · Score: 60.9
Guideline #55: Violated High · Score: -60.9
Guideline #56: Violated High · Score: -38.1
Guideline #57: Not Applicable · Score: 0.0
Guideline #58: Violated Low · Score: -19.0
Guideline #59: Issue Resolved · Score: 38.1
Guideline #60: Issue Resolved · Score: 38.1
Guideline #61: Adhered High · Score: 30.5
Guideline #62: Adhered Low · Score: 7.6
Guideline #63: Adhered High · Score: 15.2
Guideline content only available in Baymard Pro – Get Full Access

All 100 sites were benchmarked across the 63 guidelines from the E-Commerce Checkout usability study. During our evaluation, REI’s checkout process adhered to 36 usability guidelines, violated 19, and scored neutral on 4 occasions, while a remaining 4 guidelines weren’t applicable.

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

To read each guideline and review your own sites, you’ll need to get full access.

Industry Comparison: Sporting Goods

Overall REI ranks 39 when comparing their checkout UX performance against the 99 other major US e-commerce sites in the benchmark, and ranks 2 in the Sporting Goods industry.

Poor
Acceptable
Good

2. REI

Close overlay