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Toys'R'Us' Homepage & Category UX

This is a usability benchmark of the homepage and category experience of Toys'R'Us and 49 other sites. The overall performance of Toys'R'Us is good. It is especially a state of the art Intermediary Category Pages, Site-Wide Layout, and Category Taxonomy that helps Toys'R'Us' category UX.

We also benchmarked Toys'R'Us in 2013. Since then, their overall UX performance is 109% better.

Rank: #31 of 50

Usability Score: 986

URL: toysrus.com

Reviewed by: Karolina Budrikiene

Poor
Acceptable
Good

Overall Homepage & Category UX

79 Guidelines · Score: 986 (+109% since 2013)

Current Performance
2013 Performance - “Broken”

Homepage

13 Guidelines · Score: 77.1 (+5%)

Guideline #1: Adhered High · Score: 38.6
Guideline #2: Neutral · Score: 0.0
Guideline #3: Violated Low · Score: -13.8
Guideline #4: Violated High · Score: -27.5
Guideline #5: Adhered Low · Score: 8.3
Guideline #6: Neutral · Score: 0.0
Guideline #7: Not Applicable · Score: 0.0
Guideline #8: Adhered High · Score: 27.5
Guideline #9: Adhered High · Score: 16.5
Guideline #10: Issue Resolved · Score: 27.5
Guideline #11: Adhered Low · Score: 8.3
Guideline #12: Neutral · Score: 0.0
Guideline #13: Violated Low · Score: -8.3
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Category Taxonomy

13 Guidelines · Score: 253.3 (+125%)

“State of the Art” Performance
Guideline #14: Violated Low · Score: -19.3
Guideline #15: Adhered High · Score: 27.5
Guideline #16: Adhered High · Score: 38.6
Guideline #17: Adhered High · Score: 27.5
Guideline #18: Violated High · Score: -38.6
Guideline #19: Adhered High · Score: 33.0
Guideline #20: Issue Resolved · Score: 44.1
Guideline #21: Adhered High · Score: 27.5
Guideline #22: Adhered High · Score: 27.5
Guideline #23: Adhered High · Score: 27.5
Guideline #24: Adhered Low · Score: 13.8
Guideline #25: Adhered High · Score: 22.0
Guideline #26: Issue Resolved · Score: 22.0
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Main Navigation

16 Guidelines · Score: 206.5 (+110%)

“State of the Art” Performance
Guideline #27: Neutral · Score: 0.0
Guideline #28: Adhered High · Score: 44.1
Guideline #29: Neutral · Score: 0.0
Guideline #30: Violated High · Score: -27.5
Guideline #31: Adhered High · Score: 33.0
Guideline #32: Not Applicable · Score: 0.0
Guideline #33: Issue Resolved · Score: 33.0
Guideline #34: Adhered High · Score: 27.5
Guideline #35: Adhered High · Score: 22.0
Guideline #36: Issue Resolved · Score: 27.5
Guideline #37: Issue Resolved · Score: 27.5
Guideline #38: Adhered High · Score: 22.0
Guideline #39: Adhered High · Score: 22.0
Guideline #40: Violated Low · Score: -8.3
Guideline #41: Violated High · Score: -16.5
Guideline #42: Not Applicable · Score: 0.0
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Intermediary Category Pages

7 Guidelines · Score: 176.2 (+145%)

“State of the Art” Performance
Guideline #43: Adhered High · Score: 44.1
Guideline #44: Adhered High · Score: 38.6
Guideline #45: Adhered High · Score: 38.6
Guideline #46: Adhered High · Score: 27.5
Guideline #47: Not Applicable · Score: 0.0
Guideline #48: Issue Resolved · Score: 27.5
Guideline #49: Not Applicable · Score: 0.0
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Product Lists

13 Guidelines · Score: 74.3 (+213%)

Guideline #50: Adhered High · Score: 44.1
Guideline #51: Adhered Low · Score: 22.0
Guideline #52: Adhered High · Score: 38.6
Guideline #53: Adhered High · Score: 44.1
Guideline #54: Violated Low · Score: -22.0
Guideline #55: Adhered High · Score: 44.1
Guideline #56: Violated High · Score: -22.0
Guideline #57: Violated Low · Score: -13.8
Guideline #58: Violated High · Score: -33.0
Guideline #59: Adhered High · Score: 27.5
Guideline #60: Violated High · Score: -16.5
Guideline #61: Violated High · Score: -16.5
Guideline #62: Violated High · Score: -22.0
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Site-Wide Layout

10 Guidelines · Score: 143.2 (+39%)

“State of the Art” Performance
Guideline #63: Adhered High · Score: 27.5
Guideline #64: Issue Resolved · Score: 44.1
Guideline #65: Adhered High · Score: 27.5
Guideline #66: Adhered High · Score: 22.0
Guideline #67: Violated Low · Score: -11.0
Guideline #68: Adhered High · Score: 16.5
Guideline #69: Issue Resolved · Score: 16.5
Guideline #70: Adhered High · Score: 16.5
Guideline #71: Violated Low · Score: -5.5
Guideline #72: Violated High · Score: -11.0
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Cross-Navigation & -Selling

7 Guidelines · Score: 55.1 (-1%)

Guideline #73: Violated High · Score: -27.5
Guideline #74: Neutral · Score: 0.0
Guideline #75: Adhered High · Score: 27.5
Guideline #76: Adhered High · Score: 27.5
Guideline #77: Not Applicable · Score: 0.0
Guideline #78: Adhered High · Score: 16.5
Guideline #79: Adhered High · Score: 11.0
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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 Toys'R'Us adhered to 48 usability guidelines, violated 19, and scored neutral on 6 occasions, while a remaining 6 guidelines weren’t applicable.

See methodology to read up on the evaluation criteria and scoring algorithm.

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Industry Comparison: Toys & Hobbies

Overall Toys'R'Us ranks 31 when comparing their homepage and category UX performance against the 49 other major US e-commerce sites in the benchmark, and is the best performing site in the Toys & Hobbies industry.

Poor
Acceptable
Good

1. Toys'R'Us

2. Disney

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