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Etsy’s Homepage & Category UX

This is a usability benchmark of the homepage and category experience of Etsy and 49 other sites. The overall performance of Etsy is good. It is especially a state of the art Category Taxonomy, state of the art Main Navigation, and good Homepage that helps Etsy's category UX. Do, however, watch out for their broken Cross-Navigation & -Selling performance.

We also benchmarked Etsy in 2013. Since then, their overall UX performance is 8% better.

Rank: #38 of 50

Usability Score: 858

URL: etsy.com

Reviewed by: Karolina Budrikiene

Poor
Acceptable
Good

Overall Homepage & Category UX

79 Guidelines · Score: 858 (+8% since 2013)

Current Performance
2013 Performance

Homepage

13 Guidelines · Score: 138.7 (-118%)

Guideline #1: Adhered Low · Score: 19.8
Guideline #2: Adhered High · Score: 28.3
Guideline #3: Issue Resolved · Score: 28.3
Guideline #4: Violated High · Score: -28.3
Guideline #5: Adhered Low · Score: 8.5
Guideline #6: Adhered High · Score: 28.3
Guideline #7: Not Applicable · Score: 0.0
Guideline #8: Not Applicable · Score: 0.0
Guideline #9: Adhered High · Score: 17.0
Guideline #10: Issue Resolved · Score: 28.3
Guideline #11: Adhered High · Score: 17.0
Guideline #12: Not Applicable · Score: 0.0
Guideline #13: Violated Low · Score: -8.5
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Category Taxonomy

13 Guidelines · Score: 317.1 (+105%)

“State of the Art” Performance
Guideline #14: Adhered High · Score: 39.6
Guideline #15: Adhered High · Score: 28.3
Guideline #16: Adhered High · Score: 39.6
Guideline #17: Adhered High · Score: 28.3
Guideline #18: Not Applicable · Score: 0.0
Guideline #19: Adhered High · Score: 34.0
Guideline #20: Issue Resolved · Score: 45.3
Guideline #21: Adhered High · Score: 28.3
Guideline #22: Adhered High · Score: 28.3
Guideline #23: Not Applicable · Score: 0.0
Guideline #24: Not Applicable · Score: 0.0
Guideline #25: Adhered High · Score: 22.6
Guideline #26: Issue Resolved · Score: 22.6
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Main Navigation

16 Guidelines · Score: 215.2 (+37%)

“State of the Art” Performance
Guideline #27: Adhered High · Score: 39.6
Guideline #28: Adhered High · Score: 45.3
Guideline #29: Adhered Low · Score: 19.8
Guideline #30: Adhered Low · Score: 14.2
Guideline #31: Violated Low · Score: -17.0
Guideline #32: Not Applicable · Score: 0.0
Guideline #33: Issue Resolved · Score: 34.0
Guideline #34: Violated High · Score: -28.3
Guideline #35: Violated High · Score: -22.6
Guideline #36: Issue Resolved · Score: 28.3
Guideline #37: Issue Resolved · Score: 28.3
Guideline #38: Adhered High · Score: 22.6
Guideline #39: Issue Resolved · Score: 22.6
Guideline #40: Adhered High · Score: 17.0
Guideline #41: Issue Resolved · Score: 17.0
Guideline #42: Violated Low · Score: -5.7
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Intermediary Category Pages

7 Guidelines · Score: 73.6 (-63%)

Guideline #43: Adhered High · Score: 45.3
Guideline #44: Violated High · Score: -39.6
Guideline #45: Adhered High · Score: 39.6
Guideline #46: Adhered High · Score: 28.3
Guideline #47: Not Applicable · Score: 0.0
Guideline #48: Not Applicable · Score: 0.0
Guideline #49: Not Applicable · Score: 0.0
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Product Lists

13 Guidelines · Score: 118.9 (+56%)

Guideline #50: Adhered High · Score: 45.3
Guideline #51: Adhered High · Score: 45.3
Guideline #52: Adhered High · Score: 39.6
Guideline #53: Adhered High · Score: 45.3
Guideline #54: Adhered High · Score: 45.3
Guideline #55: Violated Low · Score: -22.6
Guideline #56: Violated High · Score: -22.6
Guideline #57: Neutral · Score: 0.0
Guideline #58: Violated High · Score: -34.0
Guideline #59: Neutral · Score: 0.0
Guideline #60: Issue Resolved · Score: 17.0
Guideline #61: Violated High · Score: -17.0
Guideline #62: Violated High · Score: -22.6
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Site-Wide Layout

10 Guidelines · Score: 90.6 (-7%)

Guideline #63: Adhered High · Score: 28.3
Guideline #64: Issue Resolved · Score: 45.3
Guideline #65: Violated High · Score: -28.3
Guideline #66: Adhered High · Score: 22.6
Guideline #67: Violated High · Score: -22.6
Guideline #68: Adhered High · Score: 17.0
Guideline #69: Issue Resolved · Score: 17.0
Guideline #70: Issue Resolved · Score: 17.0
Guideline #71: Adhered Low · Score: 5.7
Guideline #72: Violated High · Score: -11.3
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Cross-Navigation & -Selling

7 Guidelines · Score: -96.3 (-33%)

“Broken” Performance
Guideline #73: Violated High · Score: -28.3
Guideline #74: Violated High · Score: -28.3
Guideline #75: Violated High · Score: -28.3
Guideline #76: Violated High · Score: -28.3
Guideline #77: Not Applicable · Score: 0.0
Guideline #78: Adhered High · Score: 17.0
Guideline #79: Not Applicable · Score: 0.0
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All 50 sites were benchmarked across the 79 guidelines from the Homepage & Category usability study. During our evaluation, the e-commerce homepage and category design of Etsy adhered to 46 usability guidelines, violated 19, and scored neutral on 2 occasions, while a remaining 12 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 38 when comparing their homepage and category UX performance against the 49 other major US e-commerce sites in the benchmark, and ranks 7 in the Mass Merchant industry.

Poor
Acceptable
Good

1. Sears

“State of the Art” Performance

2. Kohl's

“State of the Art” Performance
“State of the Art” Performance
“State of the Art” Performance

5. Macy's

“State of the Art” Performance

6. Walmart

“State of the Art” Performance

7. Etsy

8. Target

9. Rakuten

10. Amazon

11. Sephora

12. Costco

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