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Etsy’s Mobile E-Commerce UX

This is a usability benchmark of the mobile site user experience of Etsy and 49 other sites. The overall performance of Etsy is mediocre. Notably, Etsy's mobile performance is hampered by mediocre Cross Navigation & Compatibility and poor Total Cost, although this is helped somewhat by state of the art Navigation & Product Browsing and Cart.

Rank: #14 of 50

Usability Score: 473

URL: etsy.com

Reviewed by: Baymard Institute

Poor
Acceptable
Good

Overall Mobile UX Performance

146 Guidelines · Score: 473

Navigation & Product Browsing

4 Guidelines · Score: 86.4

“State of the Art” Performance
Guideline #29: Adhered High · Score: 28.8
Guideline #30: Issue Resolved · Score: 28.8
Guideline #31: Adhered Low · Score: 10.8
Guideline #32: Adhered High · Score: 18.0
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Search

5 Guidelines · Score: -16.2

“Broken” Performance
Guideline #33: Adhered Low · Score: 12.6
Guideline #34: Violated High · Score: -28.8
Guideline #35: Violated High · Score: -25.2
Guideline #36: Adhered High · Score: 25.2
Guideline #37: Neutral · Score: 0.0
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Product List

12 Guidelines · Score: 30.6

Guideline #38: Adhered High · Score: 28.8
Guideline #39: Adhered High · Score: 25.2
Guideline #40: Violated High · Score: -21.6
Guideline #41: Violated High · Score: -18.0
Guideline #42: Adhered High · Score: 18.0
Guideline #43: Not Applicable · Score: 0.0
Guideline #44: Adhered Low · Score: 9.0
Guideline #45: Violated High · Score: -18.0
Guideline #46: Not Applicable · Score: 0.0
Guideline #47: Not Applicable · Score: 0.0
Guideline #48: Neutral · Score: 0.0
Guideline #49: Adhered High · Score: 7.2
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Filtering & Sorting

9 Guidelines · Score: -39.6

“Broken” Performance
Guideline #50: Violated Low · Score: -12.6
Guideline #51: Neutral · Score: 0.0
Guideline #52: Violated Low · Score: -9.0
Guideline #53: Violated High · Score: -18.0
Guideline #54: Adhered High · Score: 18.0
Guideline #55: Violated Low · Score: -9.0
Guideline #56: Violated High · Score: -14.4
Guideline #57: Not Applicable · Score: 0.0
Guideline #58: Adhered Low · Score: 5.4
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Cross Navigation & Compatibility

5 Guidelines · Score: 18.0

Guideline #59: Not Applicable · Score: 0.0
Guideline #60: Violated High · Score: -18.0
Guideline #61: Issue Resolved · Score: 18.0
Guideline #62: Adhered Low · Score: 7.2
Guideline #63: Adhered High · Score: 10.8
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Product Page Layout

6 Guidelines · Score: 30.6

“Broken” Performance
Guideline #64: Neutral · Score: 0.0
Guideline #65: Adhered High · Score: 21.6
Guideline #66: Violated High · Score: -18.0
Guideline #67: Violated Low · Score: -9.0
Guideline #68: Issue Resolved · Score: 18.0
Guideline #69: Adhered High · Score: 18.0
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Product Images

5 Guidelines · Score: 68.4

“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: Violated 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: 19.8

“State of the Art” Performance
Guideline #81: Adhered Low · Score: 9.0
Guideline #82: Issue Resolved · Score: 10.8
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Total Cost

6 Guidelines · Score: 19.8

Guideline #83: Adhered High · Score: 28.8
Guideline #84: Not Applicable · Score: 0.0
Guideline #85: Not Applicable · Score: 0.0
Guideline #86: Not Applicable · Score: 0.0
Guideline #87: Violated Low · Score: -9.0
Guideline #88: Not Applicable · Score: 0.0
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Shipping

3 Guidelines · Score: 0.0

“Broken” Performance
Guideline #89: Not Applicable · Score: 0.0
Guideline #90: Not Applicable · Score: 0.0
Guideline #91: Not Applicable · Score: 0.0
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Account

3 Guidelines · Score: -32.4

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

7 Guidelines · Score: 25.2

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

5 Guidelines · Score: 45.0

Guideline #102: Adhered High · Score: 21.6
Guideline #103: Violated Low · Score: -9.0
Guideline #104: Adhered High · Score: 18.0
Guideline #105: Adhered High · Score: 7.2
Guideline #106: Adhered High · Score: 7.2
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Form Layout

5 Guidelines · Score: 21.6

“Broken” Performance
Guideline #107: Adhered High · Score: 25.2
Guideline #108: Not Applicable · Score: 0.0
Guideline #109: Violated High · Score: -14.4
Guideline #110: Adhered Low · Score: 3.6
Guideline #111: Adhered High · Score: 7.2
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Input Functionality

5 Guidelines · Score: 0.0

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

10 Guidelines · Score: 50.4

Guideline #117: Violated Low · Score: -14.4
Guideline #118: Adhered High · Score: 28.8
Guideline #119: Violated Low · Score: -12.6
Guideline #120: Violated High · Score: -21.6
Guideline #121: Issue Resolved · Score: 21.6
Guideline #122: Adhered High · Score: 18.0
Guideline #123: Adhered High · Score: 14.4
Guideline #124: Violated Low · Score: -5.4
Guideline #125: Adhered High · Score: 14.4
Guideline #126: Adhered High · Score: 7.2
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Touch Keyboards

5 Guidelines · Score: 28.8

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 High · Score: 7.2
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Error Messages

5 Guidelines · Score: 27.0

Guideline #132: Violated High · Score: -28.8
Guideline #133: Adhered High · Score: 21.6
Guideline #134: Adhered Low · Score: 9.0
Guideline #135: Adhered High · Score: 14.4
Guideline #136: Adhered High · Score: 10.8
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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 Etsy adhered to 55 usability guidelines, violated 27, and scored neutral on 4 occasions, while a remaining 60 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 Etsy ranks 14 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 3 in the Mass Merchant industry.

Poor
Acceptable
Good

1. Sears

2. Target

3. Etsy

5. Kohl's

6. Walmart

7. Macy's

8. Amazon

“Broken” Performance

9. Costco

“Broken” Performance

10. Overstock

“Broken” Performance

11. Rakuten

“Broken” Performance
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