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Bass Pro’s Product List UX

This is a usability benchmark of the product list, filtering and sorting experience of Bass Pro and 49 other sites. The overall performance of Bass Pro is poor.

Bass Pro's product listings in particular suffer from usability issues caused by broken Available Filters, List Layout, and User Interface. That said, their product listings perform great within Product Thumbnails.

Rank: #28 of 50

Usability Score: 148

URL: basspro.com

Reviewer: Christian Holst

Poor
Acceptable
Good

Overall Product List UX Performance

93 Guidelines · Score: 148

List Layout

6 Guidelines · Score: -2.6

“Broken” Performance
Guideline #1: Not Applicable · Score: 0.0
Guideline #2: Violated Low · Score: -15.9
Guideline #3: Violated Low · Score: -13.2
Guideline #4: Adhered 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: -79.3

“Broken” Performance
Guideline #7: Violated High · Score: -31.7
Guideline #8: Violated 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: -7.9

“Broken” Performance
Guideline #12: Violated High · Score: -42.3
Guideline #13: Not Applicable · Score: 0.0
Guideline #14: Neutral · Score: 0.0
Guideline #15: Violated High · Score: -31.7
Guideline #16: Adhered High · Score: 31.7
Guideline #17: Adhered High · Score: 26.4
Guideline #18: Adhered Low · Score: 7.9
Guideline #19: Not Applicable · Score: 0.0
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User Interface

5 Guidelines · Score: -13.2

“Broken” Performance
Guideline #20: Not Applicable · Score: 0.0
Guideline #21: Not Applicable · Score: 0.0
Guideline #22: Neutral · Score: 0.0
Guideline #23: Violated Low · Score: -13.2
Guideline #24: Not Applicable · Score: 0.0
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Product Thumbnails

8 Guidelines · Score: 82.0

“State of the Art” Performance
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 Low · Score: -13.2
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: 7.9

Guideline #33: Violated Low · Score: -13.2
Guideline #34: Violated High · Score: -26.4
Guideline #35: Issue Resolved · Score: 31.7
Guideline #36: Adhered High · Score: 15.9
Guideline #37: Not Applicable · Score: 0.0
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Personalization

5 Guidelines · Score: 5.3

Guideline #38: Not Applicable · Score: 0.0
Guideline #39: Adhered High · Score: 26.4
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: 2.6

“Broken” Performance
Guideline #43: Violated High · Score: -42.3
Guideline #44: Not Applicable · Score: 0.0
Guideline #45: Adhered Low · Score: 18.5
Guideline #46: Not Applicable · Score: 0.0
Guideline #47: Not Applicable · Score: 0.0
Guideline #48: Not Applicable · Score: 0.0
Guideline #49: Not Applicable · Score: 0.0
Guideline #50: Adhered High · Score: 26.4
Guideline #51: Violated High · Score: -26.4
Guideline #52: Adhered High · Score: 26.4
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Scope & Logic

10 Guidelines · Score: -113.7

“Broken” Performance
Guideline #53: Violated High · Score: -37.0
Guideline #54: Violated Low · Score: -18.5
Guideline #55: Violated High · Score: -37.0
Guideline #56: Not Applicable · Score: 0.0
Guideline #57: Violated High · Score: -31.7
Guideline #58: Adhered High · Score: 21.1
Guideline #59: Not Applicable · Score: 0.0
Guideline #60: Neutral · Score: 0.0
Guideline #61: Not Applicable · Score: 0.0
Guideline #62: Violated High · Score: -10.6
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Interface & Layout

11 Guidelines · Score: 92.5

“State of the Art” Performance
Guideline #63: Not Applicable · Score: 0.0
Guideline #64: Not Applicable · Score: 0.0
Guideline #65: Neutral · Score: 0.0
Guideline #66: Adhered High · Score: 26.4
Guideline #67: Adhered High · Score: 26.4
Guideline #68: Violated High · Score: -26.4
Guideline #69: Adhered Low · Score: 13.2
Guideline #70: Not Applicable · Score: 0.0
Guideline #71: Issue Resolved · Score: 26.4
Guideline #72: Adhered High · Score: 26.4
Guideline #73: Not Applicable · Score: 0.0
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Applying & Applied Filters

4 Guidelines · Score: 52.9

Guideline #74: Adhered High · Score: 26.4
Guideline #75: Adhered High · Score: 26.4
Guideline #76: Adhered High · Score: 26.4
Guideline #77: Violated High · Score: -26.4
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Sorting

11 Guidelines · Score: 84.6

Guideline #78: Adhered High · Score: 42.3
Guideline #79: Violated High · Score: -37.0
Guideline #80: Adhered High · Score: 21.1
Guideline #81: Adhered High · Score: 26.4
Guideline #82: Adhered High · Score: 26.4
Guideline #83: Violated High · Score: -26.4
Guideline #84: Adhered High · Score: 26.4
Guideline #85: Violated Low · Score: -10.6
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, Bass Pro’s product lists, filtering and sorting implementation adhered to 29 usability guidelines, violated 25, and scored neutral on 4 occasions, while a remaining 35 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 Bass Pro ranks 28 when comparing their product listings, filtering and sorting UX performance against the 49 other major US e-commerce sites in the benchmark, and ranks 2 in the Sports, Toys & Hobbies industry.

Poor
Acceptable
Good

2. Bass Pro

3. REI

4. Disney

“Broken” Performance
“Broken” Performance
“Broken” Performance
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