Benchmark Overview

Bass Pro Shops’ E-Commerce UX

This is a case study of Bass Pro Shops’ e-commerce user experience (UX) performance. It’s based on a full-performance review of more than 550 design elements. 59 other sites have also been benchmarked for a complete picture of the e-commerce UX landscape

Bass Pro Shops’ overall e-commerce UX performance is poor. Their UX is especially thwarted by usability issues related to broken On-Site Search, poor Mobile E-Commerce, and poor Product Lists & Filtering performances.

Bass Pro Shops’ Homepage & Category performance is mediocre. Bass Pro Shops Direct, LLC’s category experience is particularly thwarted by usability issues related to poor Intermediary Category Pages, poor Homepage, and broken Main Navigation. That said, their category experience performs well within Site-Wide Layout.

Bass Pro Shops’ On-Site Search performance is broken. Some of Bass Pro Shops’ biggest on-site search usability issues are due to mediocre Results Logic & Guidance, poor Search Query Types, and poor Search Form & Logic.

Bass Pro Shops’ Product Lists & Filtering performance is poor. Some of Bass Pro’s biggest product list usability issues are due to mediocre Sorting, mediocre List Items: Personalization, and poor List Layout. That said, their product listings perform well within Comparison Tool.

Bass Pro Shops’ Product Page performance is poor. Some of Bass Pro Shops’ biggest product page usability issues are due to mediocre Product Images, mediocre Shipping, Returns, and Gifting, and poor Product Variations.

Bass Pro Shops’ Cart & Checkout performance is acceptable. Notably, Bass Pro Shops’ checkout performance is hampered by mediocre Order Confirmation & E-Mail and poor Field Labels & Microcopy, although this is helped somewhat by good Account Selection & Creation and decent User Interactions & Distractions.

Bass Pro Shops’ Mobile E-Commerce performance is poor. Bass Pro Shops’ mobile design in particular suffers from usability issues caused by mediocre Mobile Shopping Cart, Cost & Account, poor Mobile Validation Errors, and poor Mobile Homepage, Navigation, & Search.

Rank: 55 of 60

Usability Score: 249

URL: basspro.com


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Poor
Acceptable
Good

Bass Pro Shops' E-Commerce UX: 577 guidelines · Comparative score: 249.4

Homepage & Category: 61 guidelines · Score: 562.2

Homepage: 15 guidelines · Score: 54.6

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Guideline #237 Violated Low · Score: -16.6

Guideline #240 Neutral · Score: 0.0

Guideline #242 Issue Resolved · Score: 23.7

Guideline #248 Violated Low · Score: -11.9

Guideline #235 Adhered High · Score: 14.2

Guideline #238 Neutral · Score: 0.0

Guideline #236 Not Applicable · Score: 0.0

Guideline #246 Not Applicable · Score: 0.0

Guideline #249 Neutral · Score: 0.0

Guideline #245 Issue Resolved · Score: 23.7

Guideline #241 Adhered Low · Score: 7.1

Guideline #247 Not Applicable · Score: 0.0

Guideline #239 Not Applicable · Score: 0.0

Guideline #264 Neutral · Score: 0.0

Guideline #257 Adhered High · Score: 14.2

Category Taxonomy: 14 guidelines · Score: 225.4

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Guideline #253 Violated High · Score: -33.2

Guideline #261 Adhered High · Score: 23.7

Guideline #263 Adhered High · Score: 33.2

Guideline #266 Adhered High · Score: 23.7

Guideline #267 Not Applicable · Score: 0.0

Guideline #268 Adhered High · Score: 28.5

Guideline #259 Issue Resolved · Score: 38.0

Guideline #282 Adhered High · Score: 23.7

Guideline #286 Adhered High · Score: 23.7

Guideline #274 Not Applicable · Score: 0.0

Guideline #251 Adhered Low · Score: 11.9

Guideline #278 Adhered High · Score: 19.0

Guideline #277 Issue Resolved · Score: 19.0

Guideline #318 Issue Resolved · Score: 14.2

Main Navigation: 16 guidelines · Score: 116.2

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Guideline #287 Violated High · Score: -33.2

Guideline #294 Adhered High · Score: 38.0

Guideline #302 Violated Low · Score: -16.6

Guideline #289 Adhered High · Score: 23.7

Guideline #288 Violated Low · Score: -14.2

Guideline #303 Not Applicable · Score: 0.0

Guideline #298 Issue Resolved · Score: 28.5

Guideline #291 Violated High · Score: -23.7

Guideline #297 Not Applicable · Score: 0.0

Guideline #256 Issue Resolved · Score: 23.7

Guideline #304 Issue Resolved · Score: 23.7

Guideline #305 Adhered High · Score: 19.0

Guideline #296 Issue Resolved · Score: 19.0

Guideline #299 Adhered High · Score: 14.2

Guideline #306 Adhered High · Score: 14.2

Guideline #300 Not Applicable · Score: 0.0

Intermediary Category Pages: 6 guidelines · Score: 9.5

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Guideline #307 Violated High · Score: -38.0

Guideline #309 Not Applicable · Score: 0.0

Guideline #308 Issue Resolved · Score: 23.7

Guideline #311 Not Applicable · Score: 0.0

Guideline #312 Issue Resolved · Score: 23.7

Guideline #310 Not Applicable · Score: 0.0

Site-Wide Layout: 10 guidelines · Score: 156.6

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Guideline #279 Adhered High · Score: 23.7

Guideline #258 Issue Resolved · Score: 38.0

Guideline #252 Adhered High · Score: 23.7

Guideline #250 Adhered High · Score: 19.0

Guideline #293 Adhered High · Score: 19.0

Guideline #290 Adhered High · Score: 14.2

Guideline #284 Issue Resolved · Score: 14.2

Guideline #260 Adhered High · Score: 14.2

Guideline #255 Violated High · Score: -9.5

Guideline #273 Not Applicable · Score: 0.0

On-Site Search: 49 guidelines · Score: -90.7

Search Query Types: 12 guidelines · Score: -20.1

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Guideline #333 Adhered High · Score: 53.7

Guideline #334 Violated Low · Score: -26.9

Guideline #340 Adhered Low · Score: 16.8

Guideline #335 Violated High · Score: -33.6

Guideline #337 Not Applicable · Score: 0.0

Guideline #341 Not Applicable · Score: 0.0

Guideline #344 Violated Low · Score: -23.5

Guideline #399 Violated High · Score: -33.6

Guideline #338 Not Applicable · Score: 0.0

Guideline #347 Not Applicable · Score: 0.0

Guideline #342 Adhered High · Score: 26.9

Guideline #398 Not Applicable · Score: 0.0

Search Form & Logic: 10 guidelines · Score: 30.2

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Guideline #336 Not Applicable · Score: 0.0

Guideline #346 Violated High · Score: -40.3

Guideline #349 Violated Low · Score: -16.8

Guideline #407 Adhered High · Score: 47.0

Guideline #339 Issue Resolved · Score: 33.6

Guideline #343 Not Applicable · Score: 0.0

Guideline #351 Violated High · Score: -33.6

Guideline #348 Adhered High · Score: 26.9

Guideline #350 Adhered High · Score: 13.4

Guideline #352 Not Applicable · Score: 0.0

Search Autocomplete: 7 guidelines · Score: 57.1

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Guideline #359 Adhered Low · Score: 20.1

Guideline #404 Violated Low · Score: -20.1

Guideline #361 Adhered High · Score: 20.1

Guideline #356 Issue Resolved · Score: 33.6

Guideline #369 Violated High · Score: -40.3

Guideline #368 Adhered Low · Score: 16.8

Guideline #363 Adhered High · Score: 26.9

Results Logic & Guidance: 8 guidelines · Score: 33.6

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Guideline #358 Violated High · Score: -47.0

Guideline #362 Adhered Low · Score: 23.5

Guideline #370 Violated Low · Score: -20.1

Guideline #367 Not Applicable · Score: 0.0

Guideline #355 Adhered Low · Score: 10.1

Guideline #394 Issue Resolved · Score: 33.6

Guideline #365 Issue Resolved · Score: 33.6

Guideline #371 Not Applicable · Score: 0.0

Results Layout & Filtering: 12 guidelines · Score: -191.4

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Guideline #382 Violated High · Score: -33.6

Guideline #379 Violated High · Score: -53.7

Guideline #386 Adhered High · Score: 47.0

Guideline #381 Neutral · Score: 0.0

Guideline #377 Adhered Low · Score: 16.8

Guideline #376 Violated High · Score: -53.7

Guideline #403 Violated High · Score: -47.0

Guideline #393 Violated High · Score: -33.6

Guideline #406 Not Applicable · Score: 0.0

Guideline #378 Violated High · Score: -33.6

Guideline #401 Not Applicable · Score: 0.0

Guideline #402 Not Applicable · Score: 0.0

Product Lists & Filtering: 94 guidelines · Score: 94.4

List Layout: 7 guidelines · Score: 2.7

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Guideline #541 Not Applicable · Score: 0.0

Guideline #533 Violated Low · Score: -16.2

Guideline #531 Violated Low · Score: -13.5

Guideline #537 Violated High · Score: -27.0

Guideline #535 Not Applicable · Score: 0.0

Guideline #536 Adhered High · Score: 21.6

Guideline #862 Adhered High · Score: 37.7

Loading Products: 5 guidelines · Score: -97.1

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Guideline #501 Violated High · Score: -32.4

Guideline #502 Violated High · Score: -32.4

Guideline #503 Violated High · Score: -16.2

Guideline #504 Violated High · Score: -32.4

Guideline #505 Adhered High · Score: 16.2

List Items: Product Info & Thumbnails: 16 guidelines · Score: 86.3

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Guideline #440 Neutral · Score: 0.0

Guideline #421 Not Applicable · Score: 0.0

Guideline #443 Adhered High · Score: 37.7

Guideline #446 Violated High · Score: -32.4

Guideline #422 Adhered High · Score: 32.4

Guideline #441 Adhered High · Score: 27.0

Guideline #447 Not Applicable · Score: 0.0

Guideline #444 Not Applicable · Score: 0.0

Guideline #455 Not Applicable · Score: 0.0

Guideline #445 Not Applicable · Score: 0.0

Guideline #457 Not Applicable · Score: 0.0

Guideline #463 Not Applicable · Score: 0.0

Guideline #456 Neutral · Score: 0.0

Guideline #458 Not Applicable · Score: 0.0

Guideline #459 Issue Resolved · Score: 21.6

Guideline #462 Not Applicable · Score: 0.0

List Items: Interface & Hit Areas: 10 guidelines · Score: 21.6

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Guideline #448 Not Applicable · Score: 0.0

Guideline #528 Not Applicable · Score: 0.0

Guideline #452 Adhered High · Score: 27.0

Guideline #450 Violated Low · Score: -13.5

Guideline #449 Not Applicable · Score: 0.0

Guideline #525 Violated Low · Score: -13.5

Guideline #527 Violated High · Score: -27.0

Guideline #529 Issue Resolved · Score: 32.4

Guideline #530 Adhered High · Score: 16.2

Guideline #526 Not Applicable · Score: 0.0

List Items: Personalization: 5 guidelines · Score: -21.6

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Guideline #480 Not Applicable · Score: 0.0

Guideline #482 Not Applicable · Score: 0.0

Guideline #483 Not Applicable · Score: 0.0

Guideline #485 Not Applicable · Score: 0.0

Guideline #484 Violated High · Score: -21.6

Filtering: Available Filters: 10 guidelines · Score: 51.2

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Guideline #409 Adhered High · Score: 43.1

Guideline #413 Not Applicable · Score: 0.0

Guideline #418 Adhered Low · Score: 18.9

Guideline #408 Not Applicable · Score: 0.0

Guideline #417 Violated High · Score: -37.7

Guideline #540 Not Applicable · Score: 0.0

Guideline #410 Not Applicable · Score: 0.0

Guideline #414 Adhered High · Score: 27.0

Guideline #416 Adhered High · Score: 27.0

Guideline #415 Violated High · Score: -27.0

Filtering: Scope & Logic: 14 guidelines · Score: -2.7

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Guideline #424 Violated High · Score: -37.7

Guideline #427 Violated Low · Score: -18.9

Guideline #433 Not Applicable · Score: 0.0

Guideline #423 Not Applicable · Score: 0.0

Guideline #430 Violated High · Score: -32.4

Guideline #428 Adhered High · Score: 21.6

Guideline #432 Not Applicable · Score: 0.0

Guideline #429 Adhered High · Score: 10.8

Guideline #436 Not Applicable · Score: 0.0

Guideline #439 Not Applicable · Score: 0.0

Guideline #488 Adhered High · Score: 27.0

Guideline #492 Adhered High · Score: 27.0

Guideline #493 Adhered High · Score: 27.0

Guideline #486 Violated High · Score: -27.0

Filtering: Interface & Layout: 11 guidelines · Score: 0.0

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Guideline #468 Not Applicable · Score: 0.0

Guideline #474 Not Applicable · Score: 0.0

Guideline #470 Neutral · Score: 0.0

Guideline #464 Adhered High · Score: 27.0

Guideline #467 Violated High · Score: -27.0

Guideline #475 Violated High · Score: -27.0

Guideline #479 Adhered High · Score: 27.0

Guideline #476 Not Applicable · Score: 0.0

Guideline #465 Issue Resolved · Score: 27.0

Guideline #471 Violated High · Score: -27.0

Guideline #472 Not Applicable · Score: 0.0

Sorting: 11 guidelines · Score: 16.2

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Guideline #510 Adhered High · Score: 43.1

Guideline #511 Violated High · Score: -37.7

Guideline #539 Violated High · Score: -21.6

Guideline #514 Adhered High · Score: 27.0

Guideline #513 Adhered High · Score: 27.0

Guideline #509 Violated High · Score: -27.0

Guideline #521 Adhered High · Score: 27.0

Guideline #517 Violated High · Score: -21.6

Guideline #515 Not Applicable · Score: 0.0

Guideline #516 Not Applicable · Score: 0.0

Guideline #523 Not Applicable · Score: 0.0

Comparison Tool: 5 guidelines · Score: 37.7

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Guideline #495 Issue Resolved · Score: 37.7

Guideline #496 Not Applicable · Score: 0.0

Guideline #497 Not Applicable · Score: 0.0

Guideline #499 Not Applicable · Score: 0.0

Guideline #498 Not Applicable · Score: 0.0

Product Page: 95 guidelines · Score: 255.4

Product Page Layout: 8 guidelines · Score: 31.1

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Guideline #751 Not Applicable · Score: 0.0

Guideline #753 Violated High · Score: -24.2

Guideline #758 Not Applicable · Score: 0.0

Guideline #757 Not Applicable · Score: 0.0

Guideline #784 Not Applicable · Score: 0.0

Guideline #738 Adhered High · Score: 20.7

Guideline #766 Adhered High · Score: 17.3

Guideline #846 Issue Resolved · Score: 17.3

Product Images: 9 guidelines · Score: 31.1

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Guideline #740 Adhered Low · Score: 13.8

Guideline #741 Violated High · Score: -24.2

Guideline #747 Adhered High · Score: 24.2

Guideline #755 Violated High · Score: -17.3

Guideline #744 Not Applicable · Score: 0.0

Guideline #745 Adhered High · Score: 17.3

Guideline #752 Not Applicable · Score: 0.0

Guideline #854 Not Applicable · Score: 0.0

Guideline #756 Adhered High · Score: 17.3

Image Gallery UI: 10 guidelines · Score: 105.3

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Guideline #774 Adhered High · Score: 24.2

Guideline #771 Not Applicable · Score: 0.0

Guideline #776 Adhered High · Score: 24.2

Guideline #775 Adhered High · Score: 20.7

Guideline #779 Adhered High · Score: 17.3

Guideline #783 Issue Resolved · Score: 17.3

Guideline #781 Violated Low · Score: -8.6

Guideline #773 Neutral · Score: 0.0

Guideline #778 Not Applicable · Score: 0.0

Guideline #777 Adhered High · Score: 10.4

Product Video & 360-View: 4 guidelines · Score: 12.1

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Guideline #759 Adhered Low · Score: 8.6

Guideline #770 Adhered High · Score: 17.3

Guideline #760 Violated High · Score: -13.8

Guideline #761 Not Applicable · Score: 0.0

The 'Buy' Section: 9 guidelines · Score: 46.6

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Guideline #791 Adhered High · Score: 17.3

Guideline #795 Not Applicable · Score: 0.0

Guideline #820 Not Applicable · Score: 0.0

Guideline #798 Adhered Low · Score: 8.6

Guideline #817 Violated High · Score: -17.3

Guideline #792 Adhered High · Score: 17.3

Guideline #816 Adhered High · Score: 17.3

Guideline #793 Not Applicable · Score: 0.0

Guideline #789 Adhered Low · Score: 3.5

Shipping, Returns, and Gifting: 7 guidelines · Score: -5.2

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Guideline #825 Violated High · Score: -17.3

Guideline #826 Adhered High · Score: 17.3

Guideline #803 Violated Low · Score: -12.1

Guideline #836 Adhered High · Score: 17.3

Guideline #804 Neutral · Score: 0.0

Guideline #802 Violated High · Score: -10.4

Guideline #805 Not Applicable · Score: 0.0

Product Variations: 9 guidelines · Score: 10.4

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Guideline #848 Adhered High · Score: 24.2

Guideline #853 Not Applicable · Score: 0.0

Guideline #849 Violated Low · Score: -8.6

Guideline #837 Violated Low · Score: -8.6

Guideline #851 Not Applicable · Score: 0.0

Guideline #800 Adhered High · Score: 10.4

Guideline #850 Neutral · Score: 0.0

Guideline #852 Not Applicable · Score: 0.0

Guideline #856 Violated High · Score: -6.9

Product Descriptions: 7 guidelines · Score: 65.6

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Guideline #841 Adhered High · Score: 24.2

Guideline #843 Adhered High · Score: 24.2

Guideline #861 Not Applicable · Score: 0.0

Guideline #860 Adhered High · Score: 17.3

Guideline #845 Violated High · Score: -17.3

Guideline #844 Adhered High · Score: 17.3

Guideline #847 Not Applicable · Score: 0.0

Specifications Sheet: 5 guidelines · Score: -17.3

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Guideline #858 Not Applicable · Score: 0.0

Guideline #840 Not Applicable · Score: 0.0

Guideline #835 Violated High · Score: -17.3

Guideline #839 Not Applicable · Score: 0.0

Guideline #857 Not Applicable · Score: 0.0

User Reviews: 13 guidelines · Score: -43.1

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Guideline #739 Adhered High · Score: 24.2

Guideline #743 Violated High · Score: -24.2

Guideline #750 Violated High · Score: -27.6

Guideline #749 Not Applicable · Score: 0.0

Guideline #768 Violated High · Score: -17.3

Guideline #742 Violated High · Score: -17.3

Guideline #748 Violated High · Score: -17.3

Guideline #785 Violated High · Score: -17.3

Guideline #767 Adhered High · Score: 17.3

Guideline #765 Adhered High · Score: 17.3

Guideline #746 Adhered High · Score: 17.3

Guideline #763 Adhered High · Score: 10.4

Guideline #786 Violated Low · Score: -8.6

Auxiliary Content: 5 guidelines · Score: -34.5

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Guideline #807 Violated High · Score: -24.2

Guideline #788 Violated High · Score: -20.7

Guideline #787 Adhered High · Score: 17.3

Guideline #806 Not Applicable · Score: 0.0

Guideline #769 Violated Low · Score: -6.9

Cross-Sells & Cross-Navigation: 9 guidelines · Score: 53.5

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Guideline #810 Violated Low · Score: -8.6

Guideline #811 Violated Low · Score: -12.1

Guideline #828 Neutral · Score: 0.0

Guideline #813 Adhered High · Score: 17.3

Guideline #814 Adhered Low · Score: 8.6

Guideline #812 Adhered High · Score: 17.3

Guideline #821 Not Applicable · Score: 0.0

Guideline #819 Issue Resolved · Score: 20.7

Guideline #827 Adhered High · Score: 10.4

Cart & Checkout: 134 guidelines · Score: 503.7

Shopping Cart & “Added to Cart” Behavior: 10 guidelines · Score: -1.5

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Guideline #601 Issue Resolved · Score: 14.6

Guideline #600 Violated Low · Score: -7.3

Guideline #602 Issue Resolved · Score: 14.6

Guideline #603 Adhered Low · Score: 7.3

Guideline #732 Violated High · Score: -20.4

Guideline #620 Adhered High · Score: 14.6

Guideline #623 Violated High · Score: -14.6

Guideline #622 Violated High · Score: -14.6

Guideline #673 Violated Low · Score: -7.3

Guideline #624 Adhered High · Score: 11.6

Account Selection & Creation: 9 guidelines · Score: 58.2

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Guideline #637 Adhered High · Score: 20.4

Guideline #652 Violated Low · Score: -10.2

Guideline #639 Not Applicable · Score: 0.0

Guideline #677 Adhered Low · Score: 10.2

Guideline #638 Adhered High · Score: 14.6

Guideline #653 Adhered Low · Score: 7.3

Guideline #676 Adhered Low · Score: 7.3

Guideline #665 Not Applicable · Score: 0.0

Guideline #640 Adhered High · Score: 8.7

Customer & Address Information: 12 guidelines · Score: 29.1

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Guideline #731 Adhered High · Score: 20.4

Guideline #566 Adhered High · Score: 23.3

Guideline #567 Not Applicable · Score: 0.0

Guideline #565 Violated High · Score: -20.4

Guideline #736 Issue Resolved · Score: 20.4

Guideline #561 Violated High · Score: -14.6

Guideline #558 Adhered High · Score: 14.6

Guideline #557 Violated Low · Score: -7.3

Guideline #560 Violated Low · Score: -4.4

Guideline #573 Violated High · Score: -11.6

Guideline #562 Not Applicable · Score: 0.0

Guideline #564 Adhered High · Score: 8.7

Gifting Flow & Features: 5 guidelines · Score: 11.6

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Guideline #647 Not Applicable · Score: 0.0

Guideline #650 Adhered High · Score: 14.6

Guideline #646 Violated Low · Score: -7.3

Guideline #649 Not Applicable · Score: 0.0

Guideline #645 Adhered Low · Score: 4.4

Shipping & Store Pickup: 11 guidelines · Score: 29.1

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Guideline #544 Adhered High · Score: 20.4

Guideline #547 Adhered High · Score: 17.5

Guideline #550 Violated High · Score: -14.6

Guideline #543 Adhered High · Score: 14.6

Guideline #548 Violated Low · Score: -5.8

Guideline #549 Violated Low · Score: -2.9

Guideline #632 Not Applicable · Score: 0.0

Guideline #633 Not Applicable · Score: 0.0

Guideline #631 Not Applicable · Score: 0.0

Guideline #634 Not Applicable · Score: 0.0

Guideline #635 Not Applicable · Score: 0.0

Payment Flow & Methods (Incl. 3rd-Party): 8 guidelines · Score: 32.0

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Guideline #590 Neutral · Score: 0.0

Guideline #671 Adhered Low · Score: 8.7

Guideline #617 Not Applicable · Score: 0.0

Guideline #615 Neutral · Score: 0.0

Guideline #616 Not Applicable · Score: 0.0

Guideline #672 Adhered High · Score: 11.6

Guideline #586 Adhered High · Score: 11.6

Guideline #589 Not Applicable · Score: 0.0

Credit Card Form: 10 guidelines · Score: 45.1

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Guideline #582 Adhered High · Score: 20.4

Guideline #594 Violated High · Score: -20.4

Guideline #587 Adhered High · Score: 20.4

Guideline #583 Adhered High · Score: 14.6

Guideline #588 Issue Resolved · Score: 14.6

Guideline #577 Neutral · Score: 0.0

Guideline #584 Violated Low · Score: -7.3

Guideline #591 Adhered Low · Score: 5.8

Guideline #585 Violated High · Score: -8.7

Guideline #664 Adhered High · Score: 5.8

Order Review: 5 guidelines · Score: 20.4

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Guideline #552 Adhered High · Score: 20.4

Guideline #556 Not Applicable · Score: 0.0

Guideline #545 Not Applicable · Score: 0.0

Guideline #551 Not Applicable · Score: 0.0

Guideline #553 Not Applicable · Score: 0.0

Order Confirmation & E-Mail: 4 guidelines · Score: 0.0

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Guideline #599 Violated High · Score: -14.6

Guideline #596 Adhered Low · Score: 5.8

Guideline #598 Adhered High · Score: 8.7

Guideline #597 Neutral · Score: 0.0

Form & Page Design: 10 guidelines · Score: 56.8

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Guideline #606 Adhered Low · Score: 7.3

Guideline #611 Not Applicable · Score: 0.0

Guideline #687 Adhered High · Score: 11.6

Guideline #613 Not Applicable · Score: 0.0

Guideline #607 Adhered High · Score: 8.7

Guideline #608 Adhered High · Score: 8.7

Guideline #730 Not Applicable · Score: 0.0

Guideline #679 Issue Resolved · Score: 20.4

Guideline #668 Violated High · Score: -14.6

Guideline #733 Adhered High · Score: 14.6

User Interactions & Distractions: 10 guidelines · Score: 96.1

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Guideline #696 Adhered High · Score: 20.4

Guideline #707 Adhered High · Score: 14.6

Guideline #609 Adhered High · Score: 14.6

Guideline #709 Adhered High · Score: 14.6

Guideline #726 Issue Resolved · Score: 17.5

Guideline #714 Not Applicable · Score: 0.0

Guideline #727 Neutral · Score: 0.0

Guideline #713 Adhered High · Score: 17.5

Guideline #657 Violated High · Score: -8.7

Guideline #699 Adhered High · Score: 5.8

Cross-Sells: 4 guidelines · Score: 24.8

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Guideline #581 Issue Resolved · Score: 20.4

Guideline #579 Violated High · Score: -14.6

Guideline #580 Adhered High · Score: 14.6

Guideline #578 Adhered Low · Score: 4.4

Validation Errors & Data Persistence: 10 guidelines · Score: 30.6

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Guideline #720 Adhered High · Score: 23.3

Guideline #723 Violated Low · Score: -11.6

Guideline #722 Violated Low · Score: -10.2

Guideline #719 Adhered High · Score: 20.4

Guideline #721 Not Applicable · Score: 0.0

Guideline #718 Violated High · Score: -17.5

Guideline #625 Adhered High · Score: 17.5

Guideline #626 Adhered High · Score: 17.5

Guideline #627 Violated High · Score: -8.7

Guideline #629 Not Applicable · Score: 0.0

Field Labels & Microcopy: 7 guidelines · Score: 16.0

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Guideline #686 Violated Low · Score: -11.6

Guideline #683 Adhered High · Score: 20.4

Guideline #681 Adhered High · Score: 14.6

Guideline #685 Adhered High · Score: 11.6

Guideline #694 Violated High · Score: -14.6

Guideline #690 Not Applicable · Score: 0.0

Guideline #689 Violated Low · Score: -4.4

Field Design & Features: 8 guidelines · Score: 5.8

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Guideline #674 Adhered High · Score: 20.4

Guideline #659 Violated High · Score: -14.6

Guideline #669 Adhered High · Score: 14.6

Guideline #660 Violated High · Score: -14.6

Guideline #658 Neutral · Score: 0.0

Guideline #705 Violated Low · Score: -4.4

Guideline #670 Violated Low · Score: -4.4

Guideline #663 Issue Resolved · Score: 8.7

Default Values & Autocompletion: 8 guidelines · Score: 69.9

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Guideline #555 Adhered High · Score: 20.4

Guideline #554 Adhered High · Score: 17.5

Guideline #568 Issue Resolved · Score: 17.5

Guideline #576 Adhered High · Score: 14.6

Guideline #572 Not Applicable · Score: 0.0

Guideline #734 Violated High · Score: -8.7

Guideline #618 Not Applicable · Score: 0.0

Guideline #571 Adhered High · Score: 8.7

Mobile E-Commerce: 144 guidelines · Score: 171.4

Mobile Homepage, Navigation, & Search: 12 guidelines · Score: -53.2

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Guideline #209 Adhered Low · Score: 15.8

Guideline #116 Issue Resolved · Score: 31.5

Guideline #130 Violated Low · Score: -11.8

Guideline #228 Adhered Low · Score: 9.9

Guideline #210 Violated High · Score: -27.6

Guideline #211 Violated High · Score: -31.5

Guideline #229 Adhered High · Score: 27.6

Guideline #230 Violated High · Score: -27.6

Guideline #203 Violated High · Score: -23.6

Guideline #166 Not Applicable · Score: 0.0

Guideline #93 Violated High · Score: -15.8

Guideline #91 Neutral · Score: 0.0

Mobile Product Lists: 15 guidelines · Score: 23.6

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Guideline #90 Adhered High · Score: 31.5

Guideline #89 Adhered High · Score: 27.6

Guideline #79 Violated High · Score: -23.6

Guideline #233 Violated Low · Score: -9.9

Guideline #87 Adhered High · Score: 19.7

Guideline #76 Neutral · Score: 0.0

Guideline #80 Violated High · Score: -19.7

Guideline #143 Violated Low · Score: -9.9

Guideline #78 Not Applicable · Score: 0.0

Guideline #216 Not Applicable · Score: 0.0

Guideline #75 Neutral · Score: 0.0

Guideline #74 Adhered High · Score: 7.9

Guideline #158 Not Applicable · Score: 0.0

Guideline #162 Not Applicable · Score: 0.0

Guideline #102 Not Applicable · Score: 0.0

Mobile Filtering & Sorting: 9 guidelines · Score: 90.6

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Guideline #212 Adhered High · Score: 27.6

Guideline #221 Adhered High · Score: 27.6

Guideline #215 Violated High · Score: -19.7

Guideline #222 Adhered High · Score: 19.7

Guideline #68 Adhered High · Score: 19.7

Guideline #232 Adhered High · Score: 19.7

Guideline #219 Violated High · Score: -15.8

Guideline #213 Not Applicable · Score: 0.0

Guideline #142 Adhered High · Score: 11.8

Mobile Product Page Layouts: 6 guidelines · Score: 19.7

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Guideline #111 Violated Low · Score: -13.8

Guideline #144 Adhered High · Score: 23.6

Guideline #154 Violated Low · Score: -9.9

Guideline #149 Adhered High · Score: 19.7

Guideline #234 Violated High · Score: -19.7

Guideline #176 Adhered High · Score: 19.7

Mobile Product Descriptions, Specs, & Images: 13 guidelines · Score: -21.7

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Guideline #159 Not Applicable · Score: 0.0

Guideline #169 Adhered High · Score: 15.8

Guideline #77 Not Applicable · Score: 0.0

Guideline #109 Adhered High · Score: 31.5

Guideline #110 Violated Low · Score: -13.8

Guideline #113 Violated Low · Score: -13.8

Guideline #112 Violated High · Score: -15.8

Guideline #114 Adhered Low · Score: 3.9

Guideline #148 Violated Low · Score: -13.8

Guideline #133 Violated High · Score: -19.7

Guideline #134 Not Applicable · Score: 0.0

Guideline #164 Adhered High · Score: 27.6

Guideline #163 Violated High · Score: -23.6

Mobile Shopping Cart, Cost & Account: 10 guidelines · Score: 17.7

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Guideline #208 Adhered Low · Score: 9.9

Guideline #140 Adhered Low · Score: 5.9

Guideline #104 Violated High · Score: -31.5

Guideline #103 Not Applicable · Score: 0.0

Guideline #107 Not Applicable · Score: 0.0

Guideline #106 Not Applicable · Score: 0.0

Guideline #127 Adhered High · Score: 19.7

Guideline #179 Adhered High · Score: 27.6

Guideline #180 Violated Low · Score: -13.8

Guideline #185 Neutral · Score: 0.0

Mobile Checkout Information: 15 guidelines · Score: 55.2

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Guideline #120 Not Applicable · Score: 0.0

Guideline #108 Adhered High · Score: 27.6

Guideline #168 Adhered Low · Score: 11.8

Guideline #167 Not Applicable · Score: 0.0

Guideline #139 Issue Resolved · Score: 23.6

Guideline #150 Violated High · Score: -19.7

Guideline #205 Issue Resolved · Score: 19.7

Guideline #118 Neutral · Score: 0.0

Guideline #194 Neutral · Score: 0.0

Guideline #192 Adhered Low · Score: 3.9

Guideline #196 Violated High · Score: -7.9

Guideline #182 Adhered High · Score: 11.8

Guideline #193 Violated High · Score: -11.8

Guideline #161 Violated High · Score: -15.8

Guideline #191 Adhered High · Score: 11.8

Mobile Form Field Usability: 18 guidelines · Score: 15.8

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Guideline #186 Adhered High · Score: 27.6

Guideline #190 Adhered High · Score: 23.6

Guideline #121 Adhered High · Score: 19.7

Guideline #183 Adhered High · Score: 27.6

Guideline #189 Adhered High · Score: 19.7

Guideline #128 Violated High · Score: -15.8

Guideline #187 Violated High · Score: -7.9

Guideline #165 Adhered High · Score: 7.9

Guideline #181 Not Applicable · Score: 0.0

Guideline #197 Not Applicable · Score: 0.0

Guideline #155 Violated High · Score: -31.5

Guideline #156 Violated High · Score: -31.5

Guideline #160 Adhered High · Score: 27.6

Guideline #157 Violated High · Score: -23.6

Guideline #145 Violated High · Score: -23.6

Guideline #171 Adhered High · Score: 19.7

Guideline #184 Violated High · Score: -15.8

Guideline #220 Violated High · Score: -7.9

Touch Keyboards: 5 guidelines · Score: 31.5

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Guideline #71 Violated High · Score: -23.6

Guideline #65 Adhered High · Score: 23.6

Guideline #69 Adhered High · Score: 15.8

Guideline #70 Adhered High · Score: 7.9

Guideline #66 Adhered High · Score: 7.9

Mobile Validation Errors: 7 guidelines · Score: -7.9

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Guideline #119 Adhered High · Score: 27.6

Guideline #224 Violated High · Score: -31.5

Guideline #226 Adhered High · Score: 23.6

Guideline #225 Violated High · Score: -19.7

Guideline #223 Violated Low · Score: -7.9

Guideline #227 Not Applicable · Score: 0.0

Guideline #175 Not Applicable · Score: 0.0

All 60 sites were benchmarked across the 610 guidelines. During our evaluation, Bass Pro Shops’ e-commerce site adhered to 342 usability guidelines, violated 213, and scored neutral on 87 occasions, while a remaining 34 guidelines weren’t applicable.

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

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Industry Comparison: Sporting Goods

Overall Bass Pro Shops ranks 55 when comparing their e-commerce UX performance against the 59 other major US e-commerce sites in the benchmark, and ranks 3 in the Sporting Goods industry.

Poor
Acceptable
Good

3. Bass Pro Shops