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Etsy’s Search UX

This is a usability benchmark of the e-commerce search experience of Etsy and 49 other sites. The overall performance of Etsy is mediocre. Etsy's search experience is particularly thwarted by usability issues related to mediocre Results Layout, broken Results Logic & Guidance, and broken Query Types. That said, their search experience performs great within Autocomplete.

Rank: #16 of 50

Usability Score: 320

URL: etsy.com

Reviewed by: Christian Holst

Poor
Acceptable
Good

Overall Search UX Performance

60 Guidelines · Score: 320

Query Types

12 Guidelines · Score: -20.4

“Broken” Performance
Guideline #1: Adhered High · Score: 54.5
Guideline #2: Violated Low · Score: -27.3
Guideline #3: Violated High · Score: -34.1
Guideline #4: Neutral · Score: 0.0
Guideline #5: Violated Low · Score: -23.9
Guideline #6: Adhered Low · Score: 23.9
Guideline #7: Adhered High · Score: 47.7
Guideline #8: Violated High · Score: -34.1
Guideline #9: Not Applicable · Score: 0.0
Guideline #10: Not Applicable · Score: 0.0
Guideline #11: Violated High · Score: -27.3
Guideline #12: Not Applicable · Score: 0.0
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Search Form & Logic

10 Guidelines · Score: 136.3

“State of the Art” Performance
Guideline #13: Not Applicable · Score: 0.0
Guideline #14: Adhered High · Score: 40.9
Guideline #15: Violated High · Score: -34.1
Guideline #16: Adhered High · Score: 47.7
Guideline #17: Issue Resolved · Score: 34.1
Guideline #18: Not Applicable · Score: 0.0
Guideline #19: Adhered High · Score: 34.1
Guideline #20: Adhered High · Score: 27.3
Guideline #21: Violated High · Score: -13.6
Guideline #22: Not Applicable · Score: 0.0
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Autocomplete

7 Guidelines · Score: 238.5

“State of the Art” Performance
Guideline #23: Adhered High · Score: 40.9
Guideline #24: Adhered High · Score: 40.9
Guideline #25: Adhered High · Score: 20.4
Guideline #26: Issue Resolved · Score: 34.1
Guideline #27: Adhered High · Score: 40.9
Guideline #28: Adhered High · Score: 34.1
Guideline #29: Adhered High · Score: 27.3
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Results Logic & Guidance

8 Guidelines · Score: -6.8

“Broken” Performance
Guideline #30: Adhered High · Score: 47.7
Guideline #31: Violated High · Score: -47.7
Guideline #32: Violated Low · Score: -20.4
Guideline #33: Neutral · Score: 0.0
Guideline #34: Violated High · Score: -20.4
Guideline #35: Not Applicable · Score: 0.0
Guideline #36: Issue Resolved · Score: 34.1
Guideline #37: Not Applicable · Score: 0.0
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Results Layout

8 Guidelines · Score: 23.9

Guideline #38: Violated High · Score: -34.1
Guideline #39: Issue Resolved · Score: 54.5
Guideline #40: Violated Low · Score: -27.3
Guideline #41: Issue Resolved · Score: 47.7
Guideline #42: Violated High · Score: -34.1
Guideline #43: Adhered Low · Score: 17.0
Guideline #44: Neutral · Score: 0.0
Guideline #45: Neutral · Score: 0.0
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Results Filtering & Sorting

15 Guidelines · Score: -51.1

“Broken” Performance
Guideline #46: Not Applicable · Score: 0.0
Guideline #47: Adhered Low · Score: 27.3
Guideline #48: Violated Low · Score: -23.9
Guideline #49: Violated High · Score: -47.7
Guideline #50: Adhered High · Score: 47.7
Guideline #51: Violated High · Score: -34.1
Guideline #52: Not Applicable · Score: 0.0
Guideline #53: Neutral · Score: 0.0
Guideline #54: Neutral · Score: 0.0
Guideline #55: Violated High · Score: -34.1
Guideline #56: Not Applicable · Score: 0.0
Guideline #57: Violated High · Score: -40.9
Guideline #58: Adhered High · Score: 34.1
Guideline #59: Adhered High · Score: 34.1
Guideline #60: Violated High · Score: -13.6
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All 50 sites were benchmarked across the 60 guidelines from the E-Commerce Search usability study. During our evaluation, the search engine and interface of Etsy adhered to 24 usability guidelines, violated 19, and scored neutral on 6 occasions, while a remaining 11 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 Etsy ranks 16 when comparing their on-site e-commerce search UX against the search experience on the 49 other major US e-commerce sites in the benchmark, and ranks 5 in the Mass Merchant industry.

Poor
Acceptable
Good

1. Amazon

“State of the Art” Performance

2. Walmart

“State of the Art” Performance

3. Sears

5. Etsy

7. Macy's

8. Target

9. Rakuten

10. Costco

“Broken” Performance

11. Kohl's

“Broken” Performance
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