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Rakuten’s Product List UX

This is a usability benchmark of the product list, filtering and sorting experience of Rakuten and 49 other sites. The overall performance of Rakuten is all but broken. Rakuten's product listings in particular suffer from usability issues caused by broken Loading Products, User Interface, and List Layout. That said, their product listings perform great within Applying & Applied Filters.

Rank: #37 of 50

Usability Score: -3

URL: rakuten.com

Reviewed by: Jamie Appleseed

Poor
Acceptable
Good

Overall Product List UX Performance

93 Guidelines · Score: -3

“Broken” Performance

List Layout

6 Guidelines · Score: -87.2

“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: Violated High · Score: -26.4
Guideline #5: Not Applicable · Score: 0.0
Guideline #6: Not Applicable · Score: 0.0
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Loading Products

5 Guidelines · Score: -15.9

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

8 Guidelines · Score: -52.9

“Broken” Performance
Guideline #12: Violated Low · Score: -21.1
Guideline #13: Not Applicable · Score: 0.0
Guideline #14: Violated Low · Score: -18.5
Guideline #15: Violated High · Score: -31.7
Guideline #16: Adhered High · Score: 31.7
Guideline #17: Violated Low · Score: -13.2
Guideline #18: Not Applicable · Score: 0.0
Guideline #19: Not Applicable · Score: 0.0
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User Interface

5 Guidelines · Score: -47.6

“Broken” Performance
Guideline #20: Violated High · Score: -37.0
Guideline #21: Violated High · Score: -37.0
Guideline #22: Adhered High · Score: 26.4
Guideline #23: Violated High · Score: -26.4
Guideline #24: Adhered High · Score: 26.4
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Product Thumbnails

8 Guidelines · Score: 58.2

Guideline #25: Adhered High · Score: 37.0
Guideline #26: Neutral · Score: 0.0
Guideline #27: Not Applicable · Score: 0.0
Guideline #28: Not Applicable · Score: 0.0
Guideline #29: Neutral · Score: 0.0
Guideline #30: Not Applicable · Score: 0.0
Guideline #31: Issue Resolved · Score: 21.1
Guideline #32: Not Applicable · Score: 0.0
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Hover & Hit Areas

5 Guidelines · Score: 39.7

Guideline #33: Violated Low · Score: -13.2
Guideline #34: Adhered Low · Score: 13.2
Guideline #35: Issue Resolved · Score: 31.7
Guideline #36: Adhered Low · Score: 7.9
Guideline #37: Not Applicable · Score: 0.0
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Personalization

5 Guidelines · Score: -71.4

“Broken” Performance
Guideline #38: Violated High · Score: -37.0
Guideline #39: Violated Low · Score: -13.2
Guideline #40: Not Applicable · Score: 0.0
Guideline #41: Not Applicable · Score: 0.0
Guideline #42: Violated High · Score: -21.1
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Available Filters

10 Guidelines · Score: 71.4

Guideline #43: Adhered High · Score: 42.3
Guideline #44: Adhered High · Score: 37.0
Guideline #45: Violated High · Score: -37.0
Guideline #46: Violated High · Score: -37.0
Guideline #47: Adhered High · Score: 37.0
Guideline #48: Not Applicable · Score: 0.0
Guideline #49: Adhered Low · Score: 15.9
Guideline #50: Violated High · Score: -26.4
Guideline #51: Adhered High · Score: 26.4
Guideline #52: Adhered Low · Score: 13.2
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Scope & Logic

10 Guidelines · Score: 29.1

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

11 Guidelines · Score: 76.7

Guideline #63: Adhered High · Score: 42.3
Guideline #64: Neutral · Score: 0.0
Guideline #65: Violated Low · Score: -18.5
Guideline #66: Neutral · Score: 0.0
Guideline #67: Adhered High · Score: 26.4
Guideline #68: Neutral · Score: 0.0
Guideline #69: Adhered High · Score: 26.4
Guideline #70: Not Applicable · Score: 0.0
Guideline #71: Issue Resolved · Score: 26.4
Guideline #72: Violated High · Score: -26.4
Guideline #73: Neutral · Score: 0.0
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Applying & Applied Filters

4 Guidelines · Score: 79.3

“State of the Art” Performance
Guideline #74: Adhered High · Score: 26.4
Guideline #75: Adhered High · Score: 26.4
Guideline #76: Adhered High · Score: 26.4
Guideline #77: Neutral · Score: 0.0
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Sorting

11 Guidelines · Score: -119.0

“Broken” Performance
Guideline #78: Violated High · Score: -42.3
Guideline #79: Violated High · Score: -37.0
Guideline #80: Violated High · Score: -21.1
Guideline #81: Violated Low · Score: -13.2
Guideline #82: Neutral · Score: 0.0
Guideline #83: Violated High · Score: -26.4
Guideline #84: Adhered High · Score: 26.4
Guideline #85: Violated High · Score: -21.1
Guideline #86: Adhered 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: 37.0

Guideline #89: Issue Resolved · Score: 37.0
Guideline #90: Not Applicable · Score: 0.0
Guideline #91: Not Applicable · Score: 0.0
Guideline #92: Not Applicable · Score: 0.0
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, Rakuten’s product lists, filtering and sorting implementation adhered to 29 usability guidelines, violated 27, and scored neutral on 11 occasions, while a remaining 26 guidelines weren’t applicable.

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

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Industry Comparison: Mass Merchant

Overall Rakuten ranks 37 when comparing their product listings, filtering and sorting UX performance against the 49 other major US e-commerce sites in the benchmark, and ranks 10 in the Mass Merchant industry.

Poor
Acceptable
Good

1. Macy's

2. Amazon

3. Sears

4. Walmart

6. Target

7. Kohl's

8. HSN

“Broken” Performance

10. Rakuten

“Broken” Performance
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