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Bass Pro Shops' Homepage & Category UX

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

It is especially a state of the art Category Taxonomy, Intermediary Category Pages, and Main Navigation that helps Bass Pro Shops' category UX. Do, however, watch out for their broken Cross-Navigation & -Selling performance.

We also benchmarked Bass Pro Shops in 2013. Since then, their overall UX performance is 84% better.

Rank: #23 of 50

Usability Score: 1,022

URL: basspro.com

Reviewer: Karolina Budrikiene

Poor
Acceptable
Good

Overall Homepage & Category UX

79 Guidelines · Score: 1,022 (+84% since 2013)

Current Performance - “State of the Art”
2013 Performance

Homepage

13 Guidelines · Score: 124.6 (+112%)

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: Adhered High · Score: 17.0
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: 254.8 (+123%)

“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: Violated 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: Adhered High · Score: 28.3
Guideline #24: Adhered High · Score: 28.3
Guideline #25: Adhered High · Score: 22.6
Guideline #26: Issue Resolved · Score: 22.6
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Main Navigation

16 Guidelines · Score: 257.6 (+90%)

“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: 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: 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: Issue Resolved · Score: 17.0
Guideline #41: Issue Resolved · Score: 17.0
Guideline #42: Violated High · Score: -11.3
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Intermediary Category Pages

7 Guidelines · Score: 152.9 (+97%)

“State of the Art” Performance
Guideline #43: Adhered 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: 158.5 (+144%)

Guideline #50: Adhered High · Score: 45.3
Guideline #51: Adhered Low · Score: 22.6
Guideline #52: Adhered High · Score: 39.6
Guideline #53: Adhered High · Score: 45.3
Guideline #54: Neutral · Score: 0.0
Guideline #55: Adhered Low · Score: 22.6
Guideline #56: Violated High · Score: -22.6
Guideline #57: Neutral · Score: 0.0
Guideline #58: Not Applicable · Score: 0.0
Guideline #59: Adhered High · Score: 28.3
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: 116.1 (-8%)

“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: Violated Low · Score: -5.7
Guideline #72: Adhered High · Score: 11.3
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Cross-Navigation & -Selling

7 Guidelines · Score: -42.5 (-69%)

“Broken” Performance
Guideline #73: Violated Low · Score: -14.2
Guideline #74: Neutral · Score: 0.0
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: 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 Bass Pro Shops adhered to 49 usability guidelines, violated 16, and scored neutral on 4 occasions, while a remaining 10 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 Bass Pro Shops ranks 23 when comparing their homepage and category UX performance against the 49 other major US e-commerce sites in the benchmark, and ranks 2 in the Sporting Goods industry.

Poor
Acceptable
Good

1. REI

“State of the Art” Performance

2. Bass Pro Shops

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