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Etsy’s Product Page UX

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

Notably, Etsy's product page performance is hampered by poor Specifications Sheet and Cross-Sells & Cross-Navigation, although this is helped somewhat by state of the art Product Images and decent Image Gallery UI.

Rank: #27 of 60

Usability Score: 312

URL: etsy.com

Reviewer: Lauryn Smith

Poor
Acceptable
Good

Overall Product Page UX Performance

98 Guidelines · Score: 312

Product Page Layout

8 Guidelines · Score: -15.3

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

9 Guidelines · Score: 104.8

“State of the Art” Performance
Guideline #9: Adhered High · Score: 20.4
Guideline #10: Adhered High · Score: 17.9
Guideline #11: Adhered Low · Score: 8.9
Guideline #12: Violated Low · Score: -6.4
Guideline #13: Adhered High · Score: 12.8
Guideline #14: Issue Resolved · Score: 12.8
Guideline #15: Adhered High · Score: 12.8
Guideline #16: Adhered High · Score: 12.8
Guideline #17: Adhered High · Score: 12.8
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Image Gallery UI

10 Guidelines · Score: 72.8

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: Violated Low · Score: -6.4
Guideline #23: Adhered High · Score: 12.8
Guideline #24: Neutral · Score: 0.0
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: 79.2

Guideline #32: Adhered High · Score: 12.8
Guideline #33: Adhered High · Score: 17.9
Guideline #34: Adhered High · Score: 17.9
Guideline #35: Violated High · Score: -12.8
Guideline #36: Violated High · Score: -12.8
Guideline #37: Adhered High · Score: 12.8
Guideline #38: Issue Resolved · Score: 12.8
Guideline #39: Issue Resolved · Score: 12.8
Guideline #40: Issue Resolved · Score: 12.8
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: 25.6

Guideline #43: Neutral · Score: 0.0
Guideline #44: Not Applicable · Score: 0.0
Guideline #45: Adhered High · Score: 17.9
Guideline #46: Not Applicable · Score: 0.0
Guideline #47: Not Applicable · Score: 0.0
Guideline #48: Violated High · Score: -7.7
Guideline #49: Adhered High · Score: 15.3
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Product Variations

9 Guidelines · Score: 43.5

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

7 Guidelines · Score: 67.7

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: Adhered High · Score: 12.8
Guideline #65: Violated Low · Score: -6.4
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Specifications Sheet

5 Guidelines · Score: 0.0

Guideline #66: Not Applicable · Score: 0.0
Guideline #67: Not Applicable · Score: 0.0
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: -98.4

“Broken” Performance
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 Low · Score: -6.4
Guideline #76: Violated High · Score: -12.8
Guideline #77: Violated 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: Violated High · Score: -12.8
Guideline #82: Violated High · Score: -7.7
Guideline #83: Violated High · Score: -12.8
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Auxiliary Content

5 Guidelines · Score: 20.4

Guideline #84: Adhered 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: 24.3

Guideline #89: Violated Low · Score: -6.4
Guideline #90: Violated Low · Score: -8.9
Guideline #91: Violated High · Score: -12.8
Guideline #92: Adhered High · Score: 12.8
Guideline #93: Adhered Low · Score: 6.4
Guideline #94: Adhered 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 Etsy adhered to 44 usability guidelines, violated 24, and scored neutral on 4 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: Mass Merchant

Overall Etsy ranks 27 when comparing their product page design and UX performance against the 59 other major e-commerce sites in the benchmark, and ranks 6 in the Mass Merchant industry.

Poor
Acceptable
Good
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