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Cabela’s Product List UX

This is a usability benchmark of the product list, filtering and sorting experience of Cabela's and 49 other sites. The overall performance of Cabela's is all but broken. Some of Cabela's biggest product list usability issues are due to broken Scope & Logic, What Information to Include, and User Interface. That said, their product listings perform well within Product Thumbnails.

Rank: #50 of 50

Usability Score: -440

URL: cabelas.com

Reviewed by: Thomas Grønne

Poor
Acceptable
Good

Overall Product List UX Performance

93 Guidelines · Score: -440

“Broken” Performance

List Layout

6 Guidelines · Score: -34.4

“Broken” Performance
Guideline #1: Violated High · Score: -42.3
Guideline #2: Violated High · Score: -31.7
Guideline #3: Adhered Low · Score: 13.2
Guideline #4: Adhered High · Score: 26.5
Guideline #5: Not Applicable · Score: 0.0
Guideline #6: Not Applicable · Score: 0.0
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Loading Products

5 Guidelines · Score: -47.6

“Broken” Performance
Guideline #7: Violated High · Score: -31.7
Guideline #8: Adhered Low · Score: 15.9
Guideline #9: Violated High · Score: -15.9
Guideline #10: Violated Low · Score: -15.9
Guideline #11: Not Applicable · Score: 0.0
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What Information to Include

8 Guidelines · Score: -79.4

“Broken” Performance
Guideline #12: Violated Low · Score: -21.2
Guideline #13: Not Applicable · Score: 0.0
Guideline #14: Violated High · Score: -37.0
Guideline #15: Violated High · Score: -31.7
Guideline #16: Violated High · Score: -31.7
Guideline #17: Adhered High · Score: 26.5
Guideline #18: Adhered High · Score: 15.9
Guideline #19: Not Applicable · Score: 0.0
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User Interface

5 Guidelines · Score: -87.3

“Broken” Performance
Guideline #20: Violated High · Score: -37.0
Guideline #21: Violated High · Score: -37.0
Guideline #22: Violated Low · Score: -13.2
Guideline #23: Violated High · Score: -26.5
Guideline #24: Adhered High · Score: 26.5
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Product Thumbnails

8 Guidelines · Score: 63.5

Guideline #25: Adhered High · Score: 37.0
Guideline #26: Adhered High · Score: 37.0
Guideline #27: Not Applicable · Score: 0.0
Guideline #28: Not Applicable · Score: 0.0
Guideline #29: Violated High · Score: -26.5
Guideline #30: Adhered High · Score: 15.9
Guideline #31: Violated High · Score: -21.2
Guideline #32: Adhered High · Score: 21.2
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Hover & Hit Areas

5 Guidelines · Score: -29.1

“Broken” Performance
Guideline #33: Violated High · Score: -26.5
Guideline #34: Violated High · Score: -26.5
Guideline #35: Issue Resolved · Score: 31.7
Guideline #36: Violated Low · Score: -7.9
Guideline #37: Not Applicable · Score: 0.0
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Personalization

5 Guidelines · Score: -58.2

“Broken” Performance
Guideline #38: Violated High · Score: -37.0
Guideline #39: Not Applicable · Score: 0.0
Guideline #40: Not Applicable · Score: 0.0
Guideline #41: Not Applicable · Score: 0.0
Guideline #42: Violated High · Score: -21.2
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Available Filters

10 Guidelines · Score: -29.1

“Broken” Performance
Guideline #43: Violated Low · Score: -21.2
Guideline #44: Adhered Low · Score: 18.5
Guideline #45: Adhered High · Score: 37.0
Guideline #46: Not Applicable · Score: 0.0
Guideline #47: Violated High · Score: -37.0
Guideline #48: Not Applicable · Score: 0.0
Guideline #49: Not Applicable · Score: 0.0
Guideline #50: Adhered High · Score: 26.5
Guideline #51: Violated High · Score: -26.5
Guideline #52: Violated High · Score: -26.5
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Scope & Logic

10 Guidelines · Score: -113.8

“Broken” Performance
Guideline #53: Violated High · Score: -37.0
Guideline #54: Violated High · Score: -37.0
Guideline #55: Violated High · Score: -37.0
Guideline #56: Adhered Low · Score: 18.5
Guideline #57: Violated High · Score: -31.7
Guideline #58: Adhered High · Score: 21.2
Guideline #59: Not Applicable · Score: 0.0
Guideline #60: Neutral · Score: 0.0
Guideline #61: Violated High · Score: -10.6
Guideline #62: Not Applicable · Score: 0.0
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Interface & Layout

11 Guidelines · Score: 68.8

Guideline #63: Adhered High · Score: 42.3
Guideline #64: Not Applicable · Score: 0.0
Guideline #65: Neutral · Score: 0.0
Guideline #66: Adhered High · Score: 26.5
Guideline #67: Adhered High · Score: 26.5
Guideline #68: Violated High · Score: -26.5
Guideline #69: Neutral · Score: 0.0
Guideline #70: Not Applicable · Score: 0.0
Guideline #71: Issue Resolved · Score: 26.5
Guideline #72: Violated High · Score: -26.5
Guideline #73: Not Applicable · Score: 0.0
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Applying & Applied Filters

4 Guidelines · Score: 39.7

Guideline #74: Violated High · Score: -26.5
Guideline #75: Adhered Low · Score: 13.2
Guideline #76: Adhered High · Score: 26.5
Guideline #77: Adhered High · Score: 26.5
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Sorting

11 Guidelines · Score: -52.9

“Broken” Performance
Guideline #78: Adhered High · Score: 42.3
Guideline #79: Violated High · Score: -37.0
Guideline #80: Violated High · Score: -21.2
Guideline #81: Adhered High · Score: 26.5
Guideline #82: Violated High · Score: -26.5
Guideline #83: Violated High · Score: -26.5
Guideline #84: Adhered High · Score: 26.5
Guideline #85: Violated High · Score: -21.2
Guideline #86: Violated High · Score: -15.9
Guideline #87: Not Applicable · Score: 0.0
Guideline #88: Not Applicable · Score: 0.0
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Comparison Tool

5 Guidelines · Score: -79.4

“Broken” Performance
Guideline #89: Violated High · Score: -37.0
Guideline #90: Violated High · Score: -26.5
Guideline #91: Not Applicable · Score: 0.0
Guideline #92: Violated High · Score: -15.9
Guideline #93: Not Applicable · Score: 0.0
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All 50 sites were benchmarked across the 93 guidelines from the E-Commerce Product Lists usability study. During our evaluation, Cabela's product lists, filtering and sorting implementation adhered to 26 usability guidelines, violated 41, and scored neutral on 3 occasions, while a remaining 23 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 50 when comparing their product listings, filtering and sorting UX performance against the 49 other major US e-commerce sites in the benchmark, and ranks 7 in the Sports, Toys & Hobbies industry.

Poor
Acceptable
Good

3. REI

4. Disney

“Broken” Performance
“Broken” Performance

7. Cabela's

“Broken” Performance
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