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Rakuten’s Search UX

This is a usability benchmark of the e-commerce search experience of Rakuten and 49 other sites. The overall performance of Rakuten is poor. Some of Rakuten's biggest on-site search usability issues are due to broken Results Filtering & Sorting, broken Query Types, and poor Results Logic & Guidance. That said, their search experience performs great within Search Form & Logic.

Rank: #35 of 50

Usability Score: 81

URL: rakuten.com

Reviewed by: Christian Holst

Poor
Acceptable
Good

Overall Search UX Performance

60 Guidelines · Score: 81

Query Types

12 Guidelines · Score: -51.1

“Broken” Performance
Guideline #1: Adhered High · Score: 54.5
Guideline #2: Violated Low · Score: -27.3
Guideline #3: Adhered Low · Score: 17.0
Guideline #4: Violated High · Score: -34.1
Guideline #5: Violated Low · Score: -23.9
Guideline #6: Violated 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: 265.8

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

7 Guidelines · Score: 68.1

Guideline #23: Adhered High · Score: 40.9
Guideline #24: Adhered Low · Score: 20.4
Guideline #25: Adhered High · Score: 20.4
Guideline #26: Issue Resolved · Score: 34.1
Guideline #27: Violated High · Score: -40.9
Guideline #28: Violated High · Score: -34.1
Guideline #29: Adhered High · Score: 27.3
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Results Logic & Guidance

8 Guidelines · Score: 30.7

Guideline #30: Violated High · Score: -47.7
Guideline #31: Neutral · Score: 0.0
Guideline #32: Adhered High · Score: 40.9
Guideline #33: Adhered High · Score: 27.3
Guideline #34: Adhered Low · Score: 10.2
Guideline #35: Issue Resolved · Score: 34.1
Guideline #36: Violated High · 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: Adhered Low · Score: 27.3
Guideline #40: Neutral · Score: 0.0
Guideline #41: Issue Resolved · Score: 47.7
Guideline #42: Violated Low · Score: -17.0
Guideline #43: Neutral · Score: 0.0
Guideline #44: Neutral · Score: 0.0
Guideline #45: Neutral · Score: 0.0
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Results Filtering & Sorting

15 Guidelines · Score: -255.5

“Broken” Performance
Guideline #46: Violated High · Score: -54.5
Guideline #47: Violated High · Score: -54.5
Guideline #48: Violated High · Score: -47.7
Guideline #49: Violated High · Score: -47.7
Guideline #50: Violated Low · Score: -23.9
Guideline #51: Violated High · Score: -34.1
Guideline #52: Not Applicable · Score: 0.0
Guideline #53: Violated High · Score: -34.1
Guideline #54: Adhered High · Score: 34.1
Guideline #55: Adhered High · Score: 34.1
Guideline #56: Not Applicable · Score: 0.0
Guideline #57: Violated High · Score: -40.9
Guideline #58: Violated High · Score: -34.1
Guideline #59: Adhered High · Score: 34.1
Guideline #60: Issue Resolved · 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 Rakuten adhered to 26 usability guidelines, violated 21, and scored neutral on 5 occasions, while a remaining 8 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 35 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 9 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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