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Nike’s Product Page UX

This is a usability benchmark of the product page experience of Nike and 59 other sites. The overall performance of Nike is mediocre.

Some of Nike's biggest product page usability issues are due to mediocre Auxiliary Content, poor Product Video & 360-View, and poor Specifications Sheet. That said, their product page experience performs well within Product Images.

Rank: #47 of 60

Usability Score: 180

URL: nike.com/us/en_us

Reviewer: Edward Scott

Poor
Acceptable
Good

Overall Product Page UX Performance

98 Guidelines · Score: 180

Product Page Layout

8 Guidelines · Score: 28.1

Guideline #1: Not Applicable · Score: 0.0
Guideline #2: Not Applicable · Score: 0.0
Guideline #3: Not Applicable · Score: 0.0
Guideline #4: Adhered High · Score: 17.9
Guideline #5: Not Applicable · Score: 0.0
Guideline #6: Violated High · Score: -15.3
Guideline #7: Adhered High · Score: 12.8
Guideline #8: Issue Resolved · Score: 12.8
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Product Images

9 Guidelines · Score: 101.0

Guideline #9: Adhered High · Score: 20.4
Guideline #10: Adhered High · Score: 17.9
Guideline #11: Adhered High · Score: 17.9
Guideline #12: Adhered High · Score: 12.8
Guideline #13: Not Applicable · Score: 0.0
Guideline #14: Issue Resolved · Score: 12.8
Guideline #15: Adhered Low · Score: 6.4
Guideline #16: Not Applicable · Score: 0.0
Guideline #17: Adhered High · Score: 12.8
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Image Gallery UI

10 Guidelines · Score: 85.6

Guideline #18: Adhered High · Score: 17.9
Guideline #19: Not Applicable · Score: 0.0
Guideline #20: Adhered High · Score: 17.9
Guideline #21: Adhered High · Score: 15.3
Guideline #22: Adhered High · Score: 12.8
Guideline #23: Issue Resolved · Score: 12.8
Guideline #24: Violated Low · Score: -6.4
Guideline #25: Adhered High · Score: 7.7
Guideline #26: Not Applicable · Score: 0.0
Guideline #27: Adhered High · Score: 7.7
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Product Video & 360-View

4 Guidelines · Score: -12.8

Guideline #28: Violated High · Score: -12.8
Guideline #29: Not Applicable · Score: 0.0
Guideline #30: Not Applicable · Score: 0.0
Guideline #31: Not Applicable · Score: 0.0
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The 'Buy' Section

11 Guidelines · Score: -7.7

“Broken” Performance
Guideline #32: Adhered High · Score: 12.8
Guideline #33: Violated High · Score: -17.9
Guideline #34: Not Applicable · Score: 0.0
Guideline #35: Violated High · Score: -12.8
Guideline #36: Violated High · Score: -12.8
Guideline #37: Violated High · Score: -12.8
Guideline #38: Adhered High · Score: 12.8
Guideline #39: Adhered High · Score: 12.8
Guideline #40: Issue Resolved · Score: 12.8
Guideline #41: Not Applicable · Score: 0.0
Guideline #42: Violated Low · Score: -2.6
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Shipping, Returns, and Gifting

7 Guidelines · Score: -38.3

“Broken” Performance
Guideline #43: Violated High · Score: -12.8
Guideline #44: Violated High · Score: -12.8
Guideline #45: Violated High · Score: -17.9
Guideline #46: Adhered High · Score: 12.8
Guideline #47: Not Applicable · Score: 0.0
Guideline #48: Violated High · Score: -7.7
Guideline #49: Not Applicable · Score: 0.0
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Product Variations

9 Guidelines · Score: 31.9

Guideline #50: Adhered High · Score: 17.9
Guideline #51: Adhered High · Score: 12.8
Guideline #52: Adhered High · Score: 12.8
Guideline #53: Violated Low · Score: -6.4
Guideline #54: Adhered High · Score: 7.7
Guideline #55: Violated High · Score: -7.7
Guideline #56: Neutral · Score: 0.0
Guideline #57: Not Applicable · Score: 0.0
Guideline #58: Violated High · Score: -5.1
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Product Descriptions

7 Guidelines · Score: 48.6

Guideline #59: Adhered High · Score: 17.9
Guideline #60: Adhered High · Score: 17.9
Guideline #61: Not Applicable · Score: 0.0
Guideline #62: Violated High · Score: -12.8
Guideline #63: Adhered High · Score: 12.8
Guideline #64: Adhered High · Score: 12.8
Guideline #65: Not Applicable · Score: 0.0
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Specifications Sheet

5 Guidelines · Score: -12.8

Guideline #66: Not Applicable · Score: 0.0
Guideline #67: Violated High · Score: -12.8
Guideline #68: Not Applicable · Score: 0.0
Guideline #69: Not Applicable · Score: 0.0
Guideline #70: Not Applicable · Score: 0.0
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User Reviews

13 Guidelines · Score: -55.0

“Broken” Performance
Guideline #71: Adhered High · Score: 17.9
Guideline #72: Violated High · Score: -17.9
Guideline #73: Adhered Low · Score: 10.2
Guideline #74: Violated High · Score: -15.3
Guideline #75: Violated High · Score: -12.8
Guideline #76: Violated High · Score: -12.8
Guideline #77: Violated Low · Score: -6.4
Guideline #78: Adhered High · Score: 12.8
Guideline #79: Violated High · Score: -12.8
Guideline #80: Violated High · Score: -12.8
Guideline #81: Violated Low · Score: -6.4
Guideline #82: Adhered High · Score: 7.7
Guideline #83: Violated Low · Score: -6.4
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Auxiliary Content

5 Guidelines · Score: 2.6

Guideline #84: Not Applicable · Score: 0.0
Guideline #85: Adhered High · Score: 15.3
Guideline #86: Violated High · Score: -12.8
Guideline #87: Not Applicable · Score: 0.0
Guideline #88: Not Applicable · Score: 0.0
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Cross-Sells & Cross-Navigation

10 Guidelines · Score: 8.9

“Broken” Performance
Guideline #89: Adhered High · Score: 12.8
Guideline #90: Violated High · Score: -17.9
Guideline #91: Violated Low · Score: -6.4
Guideline #92: Adhered Low · Score: 6.4
Guideline #93: Adhered Low · Score: 6.4
Guideline #94: Violated High · Score: -12.8
Guideline #95: Neutral · Score: 0.0
Guideline #96: Issue Resolved · Score: 15.3
Guideline #97: Not Applicable · Score: 0.0
Guideline #98: Adhered High · Score: 5.1
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All 60 sites were benchmarked across the 98 guidelines from the Product Page usability study. During our evaluation, the product page implementation at Nike adhered to 40 usability guidelines, violated 30, and scored neutral on 2 occasions, while a remaining 26 guidelines weren’t applicable.

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

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Industry Comparison: Apparel & Accessories

Overall Nike ranks 47 when comparing their product page design and UX performance against the 59 other major e-commerce sites in the benchmark, and ranks 11 in the Apparel & Accessories industry.

Poor
Acceptable
Good
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