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REI’s Homepage & Category UX

This is a usability benchmark of the homepage and category experience of REI and 49 other sites. The overall performance of REI is state of the art.

It is especially a state of the art Category Taxonomy, Main Navigation, and Site-Wide Layout that helps REI's category UX. Do, however, watch out for their broken Cross-Navigation & -Selling performance.

We also benchmarked REI in 2013. Since then, their overall UX performance is -4% worse.

Rank: #19 of 50

Usability Score: 1,070

URL: REI.com

Reviewer: Karolina Budrikiene

Poor
Acceptable
Good

Overall Homepage & Category UX

79 Guidelines · Score: 1,070 (-4% since 2013)

Current Performance - “State of the Art”
2013 Performance - “State of the Art”

Homepage

13 Guidelines · Score: 76.4 (-15%)

Guideline #1: Violated High · Score: -39.6
Guideline #2: Violated Low · Score: -14.2
Guideline #3: Issue Resolved · Score: 28.3
Guideline #4: Adhered 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: Neutral · Score: 0.0
Guideline #10: Issue Resolved · Score: 28.3
Guideline #11: Adhered Low · Score: 8.5
Guideline #12: Not Applicable · Score: 0.0
Guideline #13: Not Applicable · Score: 0.0
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Category Taxonomy

13 Guidelines · Score: 317.1 (+27%)

“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: 294.4 (-83%)

“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: Not Applicable · Score: 0.0
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: Not Applicable · Score: 0.0
Guideline #36: Issue Resolved · Score: 28.3
Guideline #37: Issue Resolved · Score: 28.3
Guideline #38: Not Applicable · Score: 0.0
Guideline #39: Issue Resolved · Score: 22.6
Guideline #40: Issue Resolved · Score: 17.0
Guideline #41: Issue Resolved · Score: 17.0
Guideline #42: Adhered High · Score: 11.3
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Intermediary Category Pages

7 Guidelines · Score: 84.9 (-68%)

Guideline #43: Neutral · Score: 0.0
Guideline #44: Not Applicable · Score: 0.0
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: Issue Resolved · Score: 17.0
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Product Lists

13 Guidelines · Score: 184.0 (+87%)

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: 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: Not Applicable · Score: 0.0
Guideline #61: Violated High · Score: -17.0
Guideline #62: Violated High · Score: -22.6
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Site-Wide Layout

10 Guidelines · Score: 141.6 (+7%)

“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 Low · Score: 11.3
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 (-43%)

“Broken” Performance
Guideline #73: Neutral · Score: 0.0
Guideline #74: Violated High · Score: -28.3
Guideline #75: Violated High · Score: -28.3
Guideline #76: Not Applicable · Score: 0.0
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 REI adhered to 47 usability guidelines, violated 12, and scored neutral on 3 occasions, while a remaining 17 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 REI ranks 19 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 Sporting Goods industry.

Poor
Acceptable
Good

1. REI

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