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Rakuten’s Product Page UX

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

Some of Rakuten's biggest product page usability issues are due to mediocre Shipping, Returns, and Gifting, poor User Reviews, and poor Auxiliary Content.

Rank: #58 of 60

Usability Score: 120

URL: rakuten.com

Reviewer: Edward Scott

Poor
Acceptable
Good

Overall Product Page UX Performance

98 Guidelines · Score: 120

Product Page Layout

8 Guidelines · Score: 15.3

Guideline #1: Not Applicable · Score: 0.0
Guideline #2: Not Applicable · Score: 0.0
Guideline #3: Adhered High · Score: 17.9
Guideline #4: Not Applicable · Score: 0.0
Guideline #5: Violated High · Score: -12.8
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: 66.5

Guideline #9: Adhered High · Score: 20.4
Guideline #10: Adhered High · Score: 17.9
Guideline #11: Adhered Low · Score: 8.9
Guideline #12: Adhered High · Score: 12.8
Guideline #13: Adhered High · Score: 12.8
Guideline #14: Adhered Low · Score: 6.4
Guideline #15: Not Applicable · Score: 0.0
Guideline #16: Not Applicable · Score: 0.0
Guideline #17: Violated High · Score: -12.8
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Image Gallery UI

10 Guidelines · Score: 43.5

Guideline #18: Adhered High · Score: 17.9
Guideline #19: Not Applicable · Score: 0.0
Guideline #20: Violated High · Score: -17.9
Guideline #21: Adhered High · Score: 15.3
Guideline #22: Adhered High · Score: 12.8
Guideline #23: Violated High · Score: -12.8
Guideline #24: Issue Resolved · Score: 12.8
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: 10.2

Guideline #28: Adhered High · Score: 12.8
Guideline #29: Violated High · Score: -12.8
Guideline #30: Adhered High · Score: 10.2
Guideline #31: Not Applicable · Score: 0.0
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The 'Buy' Section

11 Guidelines · Score: -33.2

“Broken” Performance
Guideline #32: Violated High · Score: -12.8
Guideline #33: Not Applicable · Score: 0.0
Guideline #34: Violated Low · Score: -8.9
Guideline #35: Violated High · Score: -12.8
Guideline #36: Violated High · Score: -12.8
Guideline #37: Adhered High · Score: 12.8
Guideline #38: Adhered High · Score: 12.8
Guideline #39: Not Applicable · Score: 0.0
Guideline #40: Violated Low · Score: -6.4
Guideline #41: Not Applicable · Score: 0.0
Guideline #42: Violated High · Score: -5.1
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Shipping, Returns, and Gifting

7 Guidelines · Score: 5.1

Guideline #43: Adhered High · Score: 12.8
Guideline #44: Not Applicable · Score: 0.0
Guideline #45: Neutral · Score: 0.0
Guideline #46: Neutral · Score: 0.0
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: -35.8

“Broken” Performance
Guideline #50: Violated High · Score: -17.9
Guideline #51: Adhered High · Score: 12.8
Guideline #52: Violated High · Score: -12.8
Guideline #53: Violated High · Score: -12.8
Guideline #54: Not Applicable · Score: 0.0
Guideline #55: Not Applicable · Score: 0.0
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: 55.0

Guideline #59: Adhered High · Score: 17.9
Guideline #60: Adhered High · Score: 17.9
Guideline #61: Not Applicable · Score: 0.0
Guideline #62: Adhered High · Score: 12.8
Guideline #63: Adhered High · Score: 12.8
Guideline #64: Violated Low · Score: -6.4
Guideline #65: Not Applicable · Score: 0.0
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Specifications Sheet

5 Guidelines · Score: 12.8

Guideline #66: Adhered High · Score: 17.9
Guideline #67: Violated High · Score: -12.8
Guideline #68: Adhered High · Score: 12.8
Guideline #69: Violated High · Score: -12.8
Guideline #70: Adhered High · Score: 7.7
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User Reviews

13 Guidelines · Score: -16.6

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: Adhered High · Score: 12.8
Guideline #76: Violated High · Score: -12.8
Guideline #77: Violated Low · Score: -6.4
Guideline #78: Violated High · Score: -12.8
Guideline #79: Violated High · Score: -12.8
Guideline #80: Adhered Low · Score: 6.4
Guideline #81: Violated Low · Score: -6.4
Guideline #82: Adhered High · Score: 7.7
Guideline #83: Adhered High · Score: 12.8
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Auxiliary Content

5 Guidelines · Score: -15.3

Guideline #84: Violated High · Score: -17.9
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: 12.8

“Broken” Performance
Guideline #89: Adhered High · Score: 12.8
Guideline #90: Violated High · Score: -17.9
Guideline #91: Neutral · Score: 0.0
Guideline #92: Adhered High · Score: 12.8
Guideline #93: Adhered High · Score: 12.8
Guideline #94: Violated High · Score: -12.8
Guideline #95: Violated High · Score: -12.8
Guideline #96: Adhered High · Score: 15.3
Guideline #97: Adhered High · Score: 7.7
Guideline #98: Violated 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 Rakuten adhered to 40 usability guidelines, violated 33, and scored neutral on 4 occasions, while a remaining 21 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 Rakuten ranks 58 when comparing their product page design and UX performance against the 59 other major e-commerce sites in the benchmark, and ranks 17 in the Mass Merchant industry.

Poor
Acceptable
Good

5. Sears

6. Etsy

7. Costco

8. Amazon

9. Tesco

10. Argos

11. Overstock

12. Macy's

13. Walmart

14. Kohl's

15. Target

16. Debenhams

17. Rakuten

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