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REI’s Product Page UX

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

For instance, REI's product page experience has state of the art Product Images and good The 'Buy' Section yet suffers from mediocre Product Variations.

Rank: #2 of 60

Usability Score: 610

URL: rei.com

Reviewer: Lauryn Smith

Poor
Acceptable
Good

Overall Product Page UX Performance

98 Guidelines · Score: 610

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: 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: Not Applicable · Score: 0.0
Guideline #14: Adhered High · Score: 12.8
Guideline #15: Adhered High · Score: 12.8
Guideline #16: Issue Resolved · Score: 12.8
Guideline #17: Adhered High · Score: 12.8
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Image Gallery UI

10 Guidelines · Score: 71.6

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 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: 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: 90.7

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: Issue Resolved · Score: 12.8
Guideline #37: Adhered High · Score: 12.8
Guideline #38: Issue Resolved · Score: 12.8
Guideline #39: Adhered Low · Score: 6.4
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: 17.9

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

9 Guidelines · Score: 11.5

Guideline #50: Adhered High · Score: 17.9
Guideline #51: Violated High · Score: -12.8
Guideline #52: Adhered High · Score: 12.8
Guideline #53: Violated Low · Score: -6.4
Guideline #54: Not Applicable · Score: 0.0
Guideline #55: Not Applicable · Score: 0.0
Guideline #56: Adhered High · Score: 5.1
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: Not Applicable · Score: 0.0
Guideline #64: Adhered High · Score: 12.8
Guideline #65: Violated Low · Score: -6.4
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Specifications Sheet

5 Guidelines · Score: 38.3

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

13 Guidelines · Score: 101.0

Guideline #71: Adhered High · Score: 17.9
Guideline #72: Adhered High · Score: 17.9
Guideline #73: Adhered Low · Score: 10.2
Guideline #74: Adhered 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: 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: Adhered High · Score: 12.8
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Auxiliary Content

5 Guidelines · Score: 20.4

Guideline #84: Violated 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: Adhered High · Score: 10.2
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Cross-Sells & Cross-Navigation

10 Guidelines · Score: 57.5

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 Low · Score: 6.4
Guideline #94: Violated High · Score: -12.8
Guideline #95: Not Applicable · 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 REI adhered to 61 usability guidelines, violated 18, and scored neutral on 2 occasions, while a remaining 17 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 REI ranks 2 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 Sports, Toys & Hobbies industry.

Poor
Acceptable
Good
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