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50 Benchmark Case Studies

A usability benchmark of 50 e-commerce sites ranked by homepage and category user experience

  • This benchmark database is based on usability reviews of 3,950 homepage and navigational elements on 50 sites across 7 themes.
  • Click on a site in the graph or the list to see its full navigation design and performance.
  • Other benchmark versions: 2013.
  • Each site’s overall navigation experience is reflected in the list below while the scatterplot shows site score distributions within the 7 themes.
  • Tip: you can also navigate by step type.
Poor
Acceptable
Good

Homepage & Category

79 guidelines

Homepage

13 guidelines

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Category Taxonomy

13 guidelines

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Main Navigation

16 guidelines

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Intermediary Category Pages

7 guidelines

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Product Lists

13 guidelines

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Site-Wide Layout

10 guidelines

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Cross-Navigation & -Selling

7 guidelines

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Lowe’s #1

Usability Score: 1,339

54% better than 2013

Pay special attention to their:

Category Taxonomy

Site-Wide Layout

+ 2 more pages

Crutchfield #2

Usability Score: 1,319

Pay special attention to their:

Category Taxonomy

Main Navigation

+ 2 more pages

L.L. Bean #3

Usability Score: 1,307

9% better than 2013

Pay special attention to their:

Site-Wide Layout

Main Navigation

+ 1 more pages

Sears #4

Usability Score: 1,300

109% better than 2013

Pay special attention to their:

Main Navigation

Site-Wide Layout

+ 2 more pages

Kohl’s #5

Usability Score: 1,280

65% better than 2013

Pay special attention to their:

Main Navigation

Category Taxonomy

+ 1 more pages

Build.com #6

Usability Score: 1,266

5% better than 2013

Pay special attention to their:

Main Navigation

Category Taxonomy

+ 1 more pages

Nordstrom #7

Usability Score: 1,254

38% better than 2013

Pay special attention to their:

Main Navigation

Site-Wide Layout

+ 1 more pages

B&H Photo #8

Usability Score: 1,251

Pay special attention to their:

Category Taxonomy

Site-Wide Layout

+ 1 more pages

Ann Taylor #9

Usability Score: 1,232

64% better than 2013

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Site-Wide Layout

Main Navigation

J.C. Penney #10

Usability Score: 1,215

83% better than 2013

Pay special attention to their:

Main Navigation

Site-Wide Layout

+ 1 more pages

Barnes & Noble #11

Usability Score: 1,195

81% better than 2013

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Site-Wide Layout

Category Taxonomy

+ 2 more pages

Microsoft #12

Usability Score: 1,138

19% better than 2013

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Category Taxonomy

Main Navigation

+ 1 more pages

Overstock #13

Usability Score: 1,104

48% better than 2013

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Category Taxonomy

Main Navigation

+ 2 more pages

Home Depot #14

Usability Score: 1,104

28% better than 2013

Pay special attention to their:

Category Taxonomy

Homepage

+ 2 more pages

Macy’s #15

Usability Score: 1,101

-39% worse than 2013

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Main Navigation

Cross-Navigation & -Selling

+ 1 more pages

Wayfair #16

Usability Score: 1,071

26% better than 2013

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Main Navigation

Category Taxonomy

+ 3 more pages

Hayneedle #17

Usability Score: 1,071

9% better than 2013

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Main Navigation

Category Taxonomy

+ 3 more pages

Staples #18

Usability Score: 1,070

86% better than 2013

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Category Taxonomy

Main Navigation

+ 2 more pages

REI #19

Usability Score: 1,070

-4% worse than 2013

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Category Taxonomy

Main Navigation

Walmart #20

Usability Score: 1,062

94% better than 2013

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Homepage

Site-Wide Layout

+ 2 more pages

Neiman Marcus #21

Usability Score: 1,059

42% better than 2013

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Main Navigation

Category Taxonomy

+ 1 more pages

Nike #22

Usability Score: 1,056

37% better than 2013

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Main Navigation

Site-Wide Layout

+ 2 more pages

Bass Pro Shops #23

Usability Score: 1,022

84% better than 2013

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Category Taxonomy

Intermediary Category Pages

+ 1 more pages

Office Depot #24

Usability Score: 1,022

34% better than 2013

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Main Navigation

Site-Wide Layout

+ 2 more pages

Cabela’s #25

Usability Score: 1,011

28% better than 2013

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Site-Wide Layout

Category Taxonomy

+ 2 more pages

Crate & Barrel #26

Usability Score: 1,008

34% better than 2013

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Category Taxonomy

Product Lists

+ 2 more pages

Ralph Lauren #27

Usability Score: 1,008

58% better than 2013

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Site-Wide Layout

Main Navigation

+ 1 more pages

Sony #28

Usability Score: 1,005

-36% worse than 2013

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Category Taxonomy

Homepage

+ 2 more pages

Victoria’s Secret #29

Usability Score: 1,005

39% better than 2013

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Intermediary Category Pages

Product Lists

+ 1 more pages

Walgreens #30

Usability Score: 999

112% better than 2013

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Category Taxonomy

Site-Wide Layout

+ 2 more pages

Toys'R'Us #31

Usability Score: 986

109% better than 2013

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Intermediary Category Pages

Site-Wide Layout

+ 2 more pages

Newegg #32

Usability Score: 971

59% better than 2013

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Site-Wide Layout

Intermediary Category Pages

+ 3 more pages

Urban Outfitters #33

Usability Score: 940

38% better than 2013

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Main Navigation

Category Taxonomy

TigerDirect #34

Usability Score: 914

62% better than 2013

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Site-Wide Layout

Intermediary Category Pages

+ 1 more pages

Williams-Sonoma #35

Usability Score: 914

43% better than 2013

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Intermediary Category Pages

Category Taxonomy

+ 1 more pages

HP #36

Usability Score: 912

13% better than 2013

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Main Navigation

+ 2 more pages

Best Buy #37

Usability Score: 869

80% better than 2013

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Site-Wide Layout

Intermediary Category Pages

+ 3 more pages

Etsy #38

Usability Score: 858

8% better than 2013

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Category Taxonomy

Cross-Navigation & -Selling

+ 3 more pages

Gilt #39

Usability Score: 852

Pay special attention to their:

Category Taxonomy

Main Navigation

Foot Locker #40

Usability Score: 835

Pay special attention to their:

Site-Wide Layout

Homepage

Gap #41

Usability Score: 787

14% better than 2013

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Site-Wide Layout

Homepage

Target #42

Usability Score: 776

-21% worse than 2013

Pay special attention to their:

Site-Wide Layout

Category Taxonomy

+ 1 more pages

Rakuten #43

Usability Score: 733

67% better than 2013

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Main Navigation

Product Lists

+ 1 more pages

Amazon #44

Usability Score: 722

-11% worse than 2013

Pay special attention to their:

Site-Wide Layout

Main Navigation

+ 2 more pages

Sephora #45

Usability Score: 702

Pay special attention to their:

Main Navigation

Homepage

+ 3 more pages

Grainger #46

Usability Score: 646

28% better than 2013

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Category Taxonomy

Site-Wide Layout

+ 1 more pages

Disney #47

Usability Score: 643

17% better than 2013

Pay special attention to their:

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Category Taxonomy

+ 2 more pages

American Eagle Outfitters #48

Usability Score: 515

-45% worse than 2013

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Intermediary Category Pages

Cross-Navigation & -Selling

+ 1 more pages

Costco #49

Usability Score: 402

7% better than 2013

Pay special attention to their:

Intermediary Category Pages

Cross-Navigation & -Selling

+ 2 more pages

Dell #50

Usability Score: 337

-6% worse than 2013

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Product Lists

Main Navigation

+ 3 more pages

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