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Adidas' Product Page UX

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

Notably, Adidas' product page performance is hampered by mediocre Auxiliary Content and poor Specifications Sheet, although this is helped somewhat by good Product Variations and Product Images.

Rank: #23 of 60

Usability Score: 334

URL: Adidas.co.uk

Reviewer: Christian Vind

Poor
Acceptable
Good

Overall Product Page UX Performance

98 Guidelines · Score: 334

Product Page Layout

8 Guidelines · Score: 15.3

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

9 Guidelines · Score: 85.6

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: Not Applicable · Score: 0.0
Guideline #14: Issue Resolved · 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: 48.6

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: Issue Resolved · Score: 12.8
Guideline #24: Violated 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: 20.4

Guideline #28: Adhered High · Score: 12.8
Guideline #29: Adhered High · Score: 12.8
Guideline #30: Violated Low · Score: -5.1
Guideline #31: Not Applicable · Score: 0.0
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The 'Buy' Section

11 Guidelines · Score: 43.5

Guideline #32: Adhered High · Score: 12.8
Guideline #33: Violated High · Score: -17.9
Guideline #34: Not Applicable · Score: 0.0
Guideline #35: Adhered 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: Issue Resolved · Score: 12.8
Guideline #40: Adhered High · 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: -20.4

“Broken” Performance
Guideline #43: Violated High · Score: -12.8
Guideline #44: Adhered High · Score: 12.8
Guideline #45: Neutral · Score: 0.0
Guideline #46: Violated High · Score: -12.8
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: 63.9

Guideline #50: Adhered High · Score: 17.9
Guideline #51: Adhered High · Score: 12.8
Guideline #52: Adhered High · Score: 12.8
Guideline #53: Adhered High · Score: 12.8
Guideline #54: Issue Resolved · Score: 7.7
Guideline #55: Violated High · Score: -7.7
Guideline #56: Violated Low · Score: -2.6
Guideline #57: Adhered High · Score: 5.1
Guideline #58: Adhered High · Score: 5.1
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Product Descriptions

7 Guidelines · Score: 23.0

Guideline #59: Adhered High · Score: 17.9
Guideline #60: Adhered High · Score: 17.9
Guideline #61: Not Applicable · Score: 0.0
Guideline #62: Violated Low · Score: -6.4
Guideline #63: Not Applicable · Score: 0.0
Guideline #64: Violated Low · Score: -6.4
Guideline #65: Not Applicable · Score: 0.0
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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: 31.9

Guideline #71: Adhered High · Score: 17.9
Guideline #72: Adhered High · Score: 17.9
Guideline #73: Violated 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: Adhered Low · Score: 6.4
Guideline #79: Violated High · Score: -12.8
Guideline #80: Adhered Low · Score: 6.4
Guideline #81: Violated High · Score: -12.8
Guideline #82: Adhered Low · Score: 3.8
Guideline #83: Adhered Low · Score: 6.4
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Auxiliary Content

5 Guidelines · Score: 2.6

Guideline #84: Not Applicable · Score: 0.0
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: 19.2

Guideline #89: Adhered Low · Score: 6.4
Guideline #90: Violated Low · Score: -8.9
Guideline #91: Adhered High · Score: 12.8
Guideline #92: Violated Low · Score: -6.4
Guideline #93: Neutral · Score: 0.0
Guideline #94: Violated High · Score: -12.8
Guideline #95: Neutral · 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 Adidas adhered to 46 usability guidelines, violated 23, and scored neutral on 3 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: Apparel & Accessories

Overall Adidas ranks 23 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 Apparel & Accessories industry.

Poor
Acceptable
Good
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