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Cabela’s Homepage & Category UX

This is a usability benchmark of the homepage and category experience of Cabela's and 49 other sites. The overall performance of Cabela's is state of the art. It is especially a state of the art Site-Wide Layout, Category Taxonomy, and Main Navigation that helps Cabela's category UX.

We also benchmarked Cabela's in 2013. Since then, their overall UX performance is up by 28%.

Rank: #25 of 50

Usability Score: 1,011

URL: cabelas.com

Reviewed by: Karolina Budrikiene

Poor
Acceptable
Good

Overall Homepage & Category UX

79 Guidelines · Score: 1,011 (+28% since 2013)

Current Performance - “State of the Art”
2013 Performance

Homepage

13 Guidelines · Score: 116.1 (+34%)

Guideline #1: Adhered Low · Score: 19.8
Guideline #2: Neutral · Score: 0.0
Guideline #3: Issue Resolved · Score: 28.3
Guideline #4: Violated Low · Score: -14.2
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: Neutral · Score: 0.0
Guideline #10: Issue Resolved · Score: 28.3
Guideline #11: Adhered High · Score: 17.0
Guideline #12: Not Applicable · Score: 0.0
Guideline #13: Not Applicable · Score: 0.0
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Category Taxonomy

13 Guidelines · Score: 277.4 (+45%)

“State of the Art” Performance
Guideline #14: Violated 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: Adhered High · Score: 39.6
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: Adhered High · Score: 22.6
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Main Navigation

16 Guidelines · Score: 240.6 (-150%)

“State of the Art” Performance
Guideline #27: Neutral · Score: 0.0
Guideline #28: Adhered High · Score: 45.3
Guideline #29: Adhered High · Score: 39.6
Guideline #30: Violated 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: Adhered High · Score: 28.3
Guideline #35: Adhered 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: Violated High · Score: -17.0
Guideline #41: Adhered High · Score: 17.0
Guideline #42: Not Applicable · Score: 0.0
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Intermediary Category Pages

7 Guidelines · Score: 62.3 (+144%)

Guideline #43: Violated High · Score: -45.3
Guideline #44: Adhered High · Score: 39.6
Guideline #45: Adhered High · Score: 39.6
Guideline #46: Issue Resolved · 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: 42.5 (+64%)

Guideline #50: Adhered High · Score: 45.3
Guideline #51: Adhered Low · Score: 22.6
Guideline #52: Adhered Low · Score: 19.8
Guideline #53: Violated Low · Score: -22.6
Guideline #54: Adhered Low · Score: 22.6
Guideline #55: Adhered High · Score: 45.3
Guideline #56: Violated High · Score: -22.6
Guideline #57: Violated Low · Score: -14.2
Guideline #58: Violated High · Score: -34.0
Guideline #59: Adhered High · Score: 28.3
Guideline #60: Violated Low · Score: -8.5
Guideline #61: Violated High · Score: -17.0
Guideline #62: Violated High · Score: -22.6
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Site-Wide Layout

10 Guidelines · Score: 175.5 (+50%)

“State of the Art” Performance
Guideline #63: Adhered High · Score: 28.3
Guideline #64: Issue Resolved · Score: 45.3
Guideline #65: Adhered High · Score: 28.3
Guideline #66: Adhered High · Score: 22.6
Guideline #67: Adhered High · Score: 22.6
Guideline #68: Adhered High · Score: 17.0
Guideline #69: Issue Resolved · Score: 17.0
Guideline #70: Adhered High · Score: 17.0
Guideline #71: Violated High · Score: -11.3
Guideline #72: Violated High · Score: -11.3
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Cross-Navigation & -Selling

7 Guidelines · Score: 96.3 (+3%)

“State of the Art” Performance
Guideline #73: Adhered High · Score: 28.3
Guideline #74: Adhered High · Score: 28.3
Guideline #75: Adhered High · Score: 28.3
Guideline #76: Violated High · Score: -28.3
Guideline #77: Adhered High · Score: 22.6
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 Cabela's adhered to 48 usability guidelines, violated 16, and scored neutral on 3 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: Sporting Goods

Overall Cabela's ranks 25 when comparing their homepage and category UX performance against the 99 other major US e-commerce sites in the benchmark, and ranks 3 in the Sporting Goods industry.

Poor
Acceptable
Good

1. REI

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

3. Cabela's

“State of the Art” Performance
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