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Northern Tool’s Product Page UX

This is a usability benchmark of the product page experience of Northern Tool and 59 other sites. The overall performance of Northern Tool is decent.

For instance, Northern Tool's product page experience has state of the art Product Page Layout and Product Images yet suffers from poor Shipping, Returns, and Gifting and User Reviews.

Rank: #1 of 60

Usability Score: 672

URL: northerntool.com

Reviewer: Lauryn Smith

Poor
Acceptable
Good

Overall Product Page UX Performance

98 Guidelines · Score: 672

Product Page Layout

8 Guidelines · Score: 71.6

“State of the Art” Performance
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: Adhered High · Score: 12.8
Guideline #6: Adhered 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: 120.1

“State of the Art” Performance
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: Adhered High · Score: 12.8
Guideline #14: Issue Resolved · Score: 12.8
Guideline #15: Not Applicable · Score: 0.0
Guideline #16: Issue Resolved · Score: 12.8
Guideline #17: Adhered High · Score: 12.8
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Image Gallery UI

10 Guidelines · Score: 74.1

Guideline #18: Adhered High · Score: 17.9
Guideline #19: Not Applicable · Score: 0.0
Guideline #20: Violated Low · Score: -8.9
Guideline #21: Adhered High · Score: 15.3
Guideline #22: Adhered High · Score: 12.8
Guideline #23: Adhered High · Score: 12.8
Guideline #24: Adhered High · Score: 12.8
Guideline #25: Adhered Low · Score: 3.8
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: 15.3

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

11 Guidelines · Score: 102.2

Guideline #32: Adhered High · Score: 12.8
Guideline #33: Adhered High · Score: 17.9
Guideline #34: Adhered Low · Score: 8.9
Guideline #35: Issue Resolved · Score: 12.8
Guideline #36: Issue Resolved · Score: 12.8
Guideline #37: Adhered High · Score: 12.8
Guideline #38: Adhered High · Score: 12.8
Guideline #39: Issue Resolved · Score: 12.8
Guideline #40: Violated Low · Score: -6.4
Guideline #41: Not Applicable · Score: 0.0
Guideline #42: Adhered High · Score: 5.1
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Shipping, Returns, and Gifting

7 Guidelines · Score: -1.3

Guideline #43: Neutral · Score: 0.0
Guideline #44: Not Applicable · Score: 0.0
Guideline #45: Violated Low · Score: -8.9
Guideline #46: Neutral · Score: 0.0
Guideline #47: Not Applicable · Score: 0.0
Guideline #48: Adhered High · Score: 7.7
Guideline #49: Not Applicable · Score: 0.0
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Product Variations

9 Guidelines · Score: 66.5

Guideline #50: Issue Resolved · Score: 17.9
Guideline #51: Issue Resolved · Score: 12.8
Guideline #52: Issue Resolved · Score: 12.8
Guideline #53: Issue Resolved · Score: 12.8
Guideline #54: Not Applicable · Score: 0.0
Guideline #55: Not Applicable · Score: 0.0
Guideline #56: Issue Resolved · Score: 5.1
Guideline #57: Not Applicable · Score: 0.0
Guideline #58: Issue Resolved · Score: 5.1
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Product Descriptions

7 Guidelines · Score: 86.9

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

5 Guidelines · Score: 3.8

Guideline #66: Adhered High · Score: 17.9
Guideline #67: Adhered High · Score: 12.8
Guideline #68: Violated Low · Score: -6.4
Guideline #69: Violated High · Score: -12.8
Guideline #70: Violated High · Score: -7.7
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User Reviews

13 Guidelines · Score: -12.8

Guideline #71: Adhered High · Score: 17.9
Guideline #72: Violated High · Score: -17.9
Guideline #73: Violated High · Score: -20.4
Guideline #74: Not Applicable · Score: 0.0
Guideline #75: Violated High · Score: -12.8
Guideline #76: Violated High · Score: -12.8
Guideline #77: Adhered High · Score: 12.8
Guideline #78: Violated High · Score: -12.8
Guideline #79: Adhered High · Score: 12.8
Guideline #80: Violated High · Score: -12.8
Guideline #81: Adhered High · Score: 12.8
Guideline #82: Adhered High · Score: 7.7
Guideline #83: Adhered High · Score: 12.8
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Auxiliary Content

5 Guidelines · Score: 46.0

“State of the Art” Performance
Guideline #84: Adhered High · Score: 17.9
Guideline #85: Adhered High · Score: 15.3
Guideline #86: Adhered 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: 99.7

Guideline #89: Adhered High · Score: 12.8
Guideline #90: Adhered 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: Adhered High · Score: 12.8
Guideline #95: Adhered 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 Northern Tool adhered to 63 usability guidelines, violated 14, and scored neutral on 3 occasions, while a remaining 18 guidelines weren’t applicable.

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

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Industry Comparison: Home & Hardware

Overall Northern Tool ranks 1 when comparing their product page design and UX performance against the 59 other major e-commerce sites in the benchmark, and is the best performing site in the Home & Hardware industry.

Poor
Acceptable
Good

1. Northern Tool

4. Lowe's

5. IKEA

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