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Bass Pro Shops' Product Page UX

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

Bass Pro Shops' product page experience in particular suffers from usability issues caused by mediocre The 'Buy' Section, mediocre Product Variations, and poor Shipping, Returns, and Gifting.

Rank: #45 of 60

Usability Score: 194

URL: basspro.com

Reviewer: Lauryn Smith

Poor
Acceptable
Good

Overall Product Page UX Performance

98 Guidelines · Score: 194

Product Page Layout

8 Guidelines · Score: 23.0

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: Adhered High · Score: 12.8
Guideline #8: Issue Resolved · Score: 12.8
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Product Images

9 Guidelines · Score: 23.0

Guideline #9: Adhered Low · Score: 10.2
Guideline #10: Violated High · Score: -17.9
Guideline #11: Adhered High · Score: 17.9
Guideline #12: Violated High · Score: -12.8
Guideline #13: Not Applicable · Score: 0.0
Guideline #14: Adhered High · Score: 12.8
Guideline #15: Not Applicable · Score: 0.0
Guideline #16: Not Applicable · Score: 0.0
Guideline #17: Adhered High · Score: 12.8
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Image Gallery UI

10 Guidelines · Score: 78.0

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: Neutral · Score: 0.0
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: 8.9

Guideline #28: Adhered Low · Score: 6.4
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: 34.5

Guideline #32: Adhered High · Score: 12.8
Guideline #33: Not Applicable · Score: 0.0
Guideline #34: Not Applicable · Score: 0.0
Guideline #35: Adhered Low · Score: 6.4
Guideline #36: Violated High · 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 High · Score: -12.8
Guideline #41: Not Applicable · Score: 0.0
Guideline #42: Adhered Low · Score: 2.6
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Shipping, Returns, and Gifting

7 Guidelines · Score: -3.8

Guideline #43: Violated High · Score: -12.8
Guideline #44: Adhered High · Score: 12.8
Guideline #45: Violated Low · Score: -8.9
Guideline #46: Adhered High · Score: 12.8
Guideline #47: Neutral · 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: 7.7

Guideline #50: Adhered High · Score: 17.9
Guideline #51: Not Applicable · Score: 0.0
Guideline #52: Violated Low · Score: -6.4
Guideline #53: Violated Low · Score: -6.4
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: 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: Adhered High · Score: 12.8
Guideline #63: Violated 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: Not Applicable · Score: 0.0
Guideline #68: Violated High · Score: -12.8
Guideline #69: Not Applicable · Score: 0.0
Guideline #70: Not Applicable · Score: 0.0
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User Reviews

13 Guidelines · Score: -31.9

“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 High · Score: -12.8
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: Adhered High · Score: 12.8
Guideline #81: Adhered High · Score: 12.8
Guideline #82: Adhered High · Score: 7.7
Guideline #83: Violated Low · Score: -6.4
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Auxiliary Content

5 Guidelines · Score: -25.6

“Broken” Performance
Guideline #84: Violated High · Score: -17.9
Guideline #85: Violated High · Score: -15.3
Guideline #86: Adhered High · Score: 12.8
Guideline #87: Not Applicable · Score: 0.0
Guideline #88: Violated Low · Score: -5.1
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Cross-Sells & Cross-Navigation

10 Guidelines · Score: 44.7

Guideline #89: Violated Low · Score: -6.4
Guideline #90: Violated Low · Score: -8.9
Guideline #91: Neutral · Score: 0.0
Guideline #92: Adhered High · Score: 12.8
Guideline #93: Adhered Low · Score: 6.4
Guideline #94: Adhered High · Score: 12.8
Guideline #95: Not Applicable · Score: 0.0
Guideline #96: Issue Resolved · Score: 15.3
Guideline #97: Adhered High · Score: 7.7
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 Bass Pro Shops adhered to 41 usability guidelines, violated 27, 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: Sports, Toys & Hobbies

Overall Bass Pro Shops ranks 45 when comparing their product page design and UX performance against the 59 other major e-commerce sites in the benchmark, and ranks 5 in the Sports, Toys & Hobbies industry.

Poor
Acceptable
Good

1. REI

4. Disney

5. Bass Pro Shops

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