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Rakuten’s Homepage & Category UX

This is a usability benchmark of the homepage and category experience of Rakuten and 49 other sites. The overall performance of Rakuten is decent. It is especially a state of the art Main Navigation, Category Taxonomy, and Site-Wide Layout that helps Rakuten's category UX. Do, however, watch out for their broken Product Lists performance.

We also benchmarked Rakuten in 2013. Since then, their overall UX performance is 67% better.

Rank: #43 of 50

Usability Score: 733

URL: rakuten.com

Reviewed by: Karolina Budrikiene

Poor
Acceptable
Good

Overall Homepage & Category UX

79 Guidelines · Score: 733 (+67% since 2013)

Current Performance
2013 Performance - “Broken”

Homepage

13 Guidelines · Score: 82.1 (-31%)

Guideline #1: Adhered Low · Score: 19.8
Guideline #2: Violated Low · Score: -14.2
Guideline #3: Issue Resolved · Score: 28.3
Guideline #4: Violated Low · Score: -14.2
Guideline #5: Adhered Low · Score: 8.5
Guideline #6: Neutral · Score: 0.0
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: Violated Low · Score: -8.5
Guideline #12: Not Applicable · Score: 0.0
Guideline #13: Adhered High · Score: 17.0
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Category Taxonomy

13 Guidelines · Score: 237.8 (+174%)

“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: Not Applicable · Score: 0.0
Guideline #19: Adhered High · Score: 34.0
Guideline #20: Adhered High · 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: 331.3 (+171%)

“State of the Art” Performance
Guideline #27: Adhered High · Score: 39.6
Guideline #28: Adhered High · Score: 45.3
Guideline #29: Adhered High · Score: 39.6
Guideline #30: Violated Low · Score: -14.2
Guideline #31: Adhered High · Score: 34.0
Guideline #32: Adhered High · Score: 34.0
Guideline #33: Issue Resolved · Score: 34.0
Guideline #34: Violated High · Score: -28.3
Guideline #35: Adhered High · Score: 22.6
Guideline #36: Issue Resolved · Score: 28.3
Guideline #37: Adhered High · Score: 28.3
Guideline #38: Adhered High · Score: 22.6
Guideline #39: Issue Resolved · Score: 22.6
Guideline #40: Issue Resolved · Score: 17.0
Guideline #41: Adhered High · Score: 17.0
Guideline #42: Violated High · Score: -11.3
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Intermediary Category Pages

7 Guidelines · Score: 67.9 (+63%)

Guideline #43: Neutral · Score: 0.0
Guideline #44: Not Applicable · Score: 0.0
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: -124.6 (-22%)

“Broken” Performance
Guideline #50: Violated Low · Score: -22.6
Guideline #51: Adhered Low · Score: 22.6
Guideline #52: Violated High · Score: -39.6
Guideline #53: Adhered High · Score: 45.3
Guideline #54: Violated Low · Score: -22.6
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: Adhered High · Score: 28.3
Guideline #60: Violated High · 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: 110.4 (+73%)

“State of the Art” Performance
Guideline #63: Violated Low · Score: -14.2
Guideline #64: Issue Resolved · Score: 45.3
Guideline #65: Adhered 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: Adhered High · Score: 17.0
Guideline #71: Adhered High · Score: 11.3
Guideline #72: Violated High · Score: -11.3
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Cross-Navigation & -Selling

7 Guidelines · Score: 28.3 (+49%)

Guideline #73: Neutral · Score: 0.0
Guideline #74: Not Applicable · Score: 0.0
Guideline #75: Adhered 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: Adhered High · Score: 11.3
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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 Rakuten adhered to 43 usability guidelines, violated 20, and scored neutral on 4 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 Rakuten ranks 43 when comparing their homepage and category UX performance against the 49 other major US e-commerce sites in the benchmark, and ranks 9 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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