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REI’s Mobile E-Commerce UX

This is a usability benchmark of the mobile site user experience of REI and 49 other sites. The overall performance of REI is acceptable. Notably, REI's mobile performance is hampered by broken Cross Navigation & Compatibility and Search, although this is helped somewhat by state of the art Product Images and Product Descriptions & Specs.

Rank: #11 of 50

Usability Score: 524

URL: REI.com

Reviewed by: Christian Vind

Poor
Acceptable
Good

Overall Mobile UX Performance

146 Guidelines · Score: 524

Navigation & Product Browsing

4 Guidelines · Score: 21.6

“Broken” Performance
Guideline #29: Violated Low · Score: -14.4
Guideline #30: Issue Resolved · Score: 28.8
Guideline #31: Violated Low · Score: -10.8
Guideline #32: Adhered High · Score: 18.0
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Search

5 Guidelines · Score: -37.8

“Broken” Performance
Guideline #33: Violated High · Score: -25.2
Guideline #34: Violated High · Score: -28.8
Guideline #35: Adhered Low · Score: 12.6
Guideline #36: Adhered High · Score: 25.2
Guideline #37: Violated High · Score: -21.6
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Product List

12 Guidelines · Score: 7.2

Guideline #38: Adhered High · Score: 28.8
Guideline #39: Adhered Low · Score: 12.6
Guideline #40: Violated Low · Score: -10.8
Guideline #41: Adhered High · Score: 18.0
Guideline #42: Violated High · Score: -18.0
Guideline #43: Adhered Low · Score: 10.8
Guideline #44: Violated High · Score: -18.0
Guideline #45: Violated Low · Score: -9.0
Guideline #46: Not Applicable · Score: 0.0
Guideline #47: Not Applicable · Score: 0.0
Guideline #48: Neutral · Score: 0.0
Guideline #49: Violated High · Score: -7.2
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Filtering & Sorting

9 Guidelines · Score: 63.0

Guideline #50: Adhered High · Score: 25.2
Guideline #51: Adhered High · Score: 25.2
Guideline #52: Adhered High · Score: 18.0
Guideline #53: Violated High · Score: -18.0
Guideline #54: Violated Low · Score: -9.0
Guideline #55: Adhered High · Score: 18.0
Guideline #56: Violated Low · Score: -7.2
Guideline #57: Neutral · Score: 0.0
Guideline #58: Adhered High · Score: 10.8
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Cross Navigation & Compatibility

5 Guidelines · Score: -14.4

“Broken” Performance
Guideline #59: Not Applicable · Score: 0.0
Guideline #60: Not Applicable · Score: 0.0
Guideline #61: Not Applicable · Score: 0.0
Guideline #62: Violated High · Score: -14.4
Guideline #63: Not Applicable · Score: 0.0
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Product Page Layout

6 Guidelines · Score: 41.4

Guideline #64: Adhered High · Score: 25.2
Guideline #65: Violated Low · Score: -10.8
Guideline #66: Adhered Low · Score: 9.0
Guideline #67: Violated High · Score: -18.0
Guideline #68: Issue Resolved · Score: 18.0
Guideline #69: Adhered High · Score: 18.0
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Product Images

5 Guidelines · Score: 97.2

“State of the Art” Performance
Guideline #70: Adhered High · Score: 28.8
Guideline #71: Adhered High · Score: 25.2
Guideline #72: Adhered High · Score: 25.2
Guideline #73: Adhered High · Score: 14.4
Guideline #74: Adhered Low · Score: 3.6
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Product Descriptions & Specs

3 Guidelines · Score: 43.2

“State of the Art” Performance
Guideline #75: Adhered High · Score: 25.2
Guideline #76: Adhered High · Score: 18.0
Guideline #77: Not Applicable · Score: 0.0
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Cart

2 Guidelines · Score: 14.4

“State of the Art” Performance
Guideline #81: Adhered Low · Score: 9.0
Guideline #82: Adhered Low · Score: 5.4
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Total Cost

6 Guidelines · Score: -3.6

“Broken” Performance
Guideline #83: Adhered Low · Score: 14.4
Guideline #84: Not Applicable · Score: 0.0
Guideline #85: Not Applicable · Score: 0.0
Guideline #86: Not Applicable · Score: 0.0
Guideline #87: Violated High · Score: -18.0
Guideline #88: Not Applicable · Score: 0.0
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Shipping

3 Guidelines · Score: 25.2

Guideline #89: Adhered High · Score: 25.2
Guideline #90: Adhered High · Score: 21.6
Guideline #91: Violated High · Score: -21.6
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Account

3 Guidelines · Score: -5.4

“Broken” Performance
Guideline #92: Adhered High · Score: 25.2
Guideline #93: Violated Low · Score: -12.6
Guideline #94: Violated High · Score: -18.0
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Editing & Verifying Inputs

7 Guidelines · Score: 90.0

Guideline #95: Adhered High · Score: 25.2
Guideline #96: Adhered High · Score: 25.2
Guideline #97: Violated Low · Score: -10.8
Guideline #98: Not Applicable · Score: 0.0
Guideline #99: Adhered High · Score: 18.0
Guideline #100: Adhered High · Score: 18.0
Guideline #101: Adhered High · Score: 14.4
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Redundancy & Simplicity

5 Guidelines · Score: 39.6

Guideline #102: Adhered High · Score: 21.6
Guideline #103: Adhered High · Score: 18.0
Guideline #104: Neutral · Score: 0.0
Guideline #105: Adhered High · Score: 7.2
Guideline #106: Violated High · Score: -7.2
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Form Layout

5 Guidelines · Score: 43.2

Guideline #107: Adhered High · Score: 25.2
Guideline #108: Adhered High · Score: 18.0
Guideline #109: Violated High · Score: -14.4
Guideline #110: Adhered High · Score: 7.2
Guideline #111: Adhered High · Score: 7.2
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Input Functionality

5 Guidelines · Score: 18.0

Guideline #112: Not Applicable · Score: 0.0
Guideline #113: Adhered High · Score: 10.8
Guideline #114: Adhered High · Score: 18.0
Guideline #115: Violated High · Score: -10.8
Guideline #116: Not Applicable · Score: 0.0
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Field Descriptions

10 Guidelines · Score: 66.6

Guideline #117: Violated Low · Score: -14.4
Guideline #118: Adhered High · Score: 28.8
Guideline #119: Adhered High · Score: 25.2
Guideline #120: Adhered Low · Score: 10.8
Guideline #121: Adhered High · Score: 21.6
Guideline #122: Violated High · Score: -18.0
Guideline #123: Violated Low · Score: -7.2
Guideline #124: Adhered Low · Score: 5.4
Guideline #125: Adhered High · Score: 14.4
Guideline #126: Not Applicable · Score: 0.0
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Touch Keyboards

5 Guidelines · Score: 25.2

Guideline #127: Adhered High · Score: 21.6
Guideline #128: Violated High · Score: -21.6
Guideline #129: Adhered High · Score: 14.4
Guideline #130: Adhered High · Score: 7.2
Guideline #131: Adhered Low · Score: 3.6
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Error Messages

5 Guidelines · Score: -10.8

“Broken” Performance
Guideline #132: Violated High · Score: -28.8
Guideline #133: Adhered High · Score: 21.6
Guideline #134: Violated High · Score: -18.0
Guideline #135: Adhered High · Score: 14.4
Guideline #136: Not Applicable · Score: 0.0
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All 50 sites were benchmarked across the 146 guidelines from the Mobile E-Commerce usability study. During our evaluation, the mobile experience of REI adhered to 56 usability guidelines, violated 30, and scored neutral on 3 occasions, while a remaining 57 guidelines weren’t applicable.

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

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Industry Comparison: Sports, Toys & Hobbies

Overall REI ranks 11 when comparing the user experience of their mobile site against that of the 49 other major US e-commerce mobile sites in the benchmark, and ranks 2 in the Sports, Toys & Hobbies industry.

Poor
Acceptable
Good

2. REI

“Broken” Performance
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