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Dick’s Sporting Goods’ E-Commerce UX
This is a case study of Dick’s Sporting Goods’ 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
Dick’s Sporting Goods’ On-Site Search performance is poor. Dick’s Sporting Goods’ search experience in particular suffers from usability issues caused by poor Results Layout & Filtering, broken Search Autocomplete, and broken Search Form & Logic. That said, their search experience performs well within Results Logic & Guidance.
Dick’s Sporting Goods’ Product Lists & Filtering performance is poor. DICK’S Sporting Goods’ product listings in particular suffer from usability issues caused by mediocre List Items: Interface & Hit Areas, poor Loading Products, and poor List Layout. That said, their product listings perform well within Comparison Tool.
Poor
Acceptable
Good
On-Site Search: 50 guidelines · Score: 80.4
Search Query Types: 12 guidelines · Score: 97.1
These 12 ‘Search Query Types’ guidelines are only available in Baymard Premium — they are based on our large-scale On-Site Search UX research study, and outline the 12 elements necessary to create a high-performing ‘Search Query Types’ implementation.
Premium also shows you why Dick's Sporting Goods and 59 other top e-commerce sites perform as they do, and allow you to self-audit your own sites to see how your UX performance stacks up against theirs — learn more.
Guideline #333 Neutral · Score: 0.0
Guideline #334 Adhered High · Score: 53.6
Guideline #340 Adhered Low · Score: 16.7
Guideline #335 Adhered High · Score: 33.5
Guideline #337 Not Applicable · Score: 0.0
Guideline #341 Adhered Low · Score: 23.4
Guideline #344 Violated High · Score: -46.9
Guideline #399 Violated High · Score: -33.5
Guideline #338 Adhered Low · Score: 16.7
Guideline #347 Not Applicable · Score: 0.0
Guideline #342 Adhered High · Score: 33.5
Guideline #398 Not Applicable · Score: 0.0
Search Form & Logic: 10 guidelines · Score: -26.8
These 10 ‘Search Form & Logic’ guidelines are only available in Baymard Premium — they are based on our large-scale On-Site Search UX research study, and outline the 10 elements necessary to create a high-performing ‘Search Form & Logic’ implementation.
Premium also shows you why Dick's Sporting Goods and 59 other top e-commerce sites perform as they do, and allow you to self-audit your own sites to see how your UX performance stacks up against theirs — learn more.
Guideline #336 Not Applicable · Score: 0.0
Guideline #346 Violated High · Score: -40.2
Guideline #349 Violated High · Score: -33.5
Guideline #407 Violated High · Score: -46.9
Guideline #339 Issue Resolved · Score: 33.5
Guideline #343 Not Applicable · Score: 0.0
Guideline #351 Adhered High · Score: 33.5
Guideline #348 Adhered High · Score: 26.8
Guideline #350 Not Applicable · Score: 0.0
Guideline #352 Not Applicable · Score: 0.0
Search Autocomplete: 8 guidelines · Score: -60.3
These 8 ‘Search Autocomplete’ guidelines are only available in Baymard Premium — they are based on our large-scale On-Site Search UX research study, and outline the 8 elements necessary to create a high-performing ‘Search Autocomplete’ implementation.
Premium also shows you why Dick's Sporting Goods and 59 other top e-commerce sites perform as they do, and allow you to self-audit your own sites to see how your UX performance stacks up against theirs — learn more.
Guideline #359 Violated High · Score: -40.2
Guideline #404 Not Applicable · Score: 0.0
Guideline #361 Violated High · Score: -20.1
Guideline #356 Not Applicable · Score: 0.0
Guideline #369 Not Applicable · Score: 0.0
Guideline #368 Not Applicable · Score: 0.0
Guideline #363 Not Applicable · Score: 0.0
Guideline #1001 Not Applicable · Score: 0.0
Results Logic & Guidance: 8 guidelines · Score: 167.5
These 8 ‘Results Logic & Guidance’ guidelines are only available in Baymard Premium — they are based on our large-scale On-Site Search UX research study, and outline the 8 elements necessary to create a high-performing ‘Results Logic & Guidance’ implementation.
Premium also shows you why Dick's Sporting Goods and 59 other top e-commerce sites perform as they do, and allow you to self-audit your own sites to see how your UX performance stacks up against theirs — learn more.
Guideline #358 Issue Resolved · Score: 46.9
Guideline #362 Adhered Low · Score: 23.4
Guideline #370 Adhered High · Score: 40.2
Guideline #367 Not Applicable · Score: 0.0
Guideline #355 Violated Low · Score: -10.0
Guideline #394 Adhered High · Score: 33.5
Guideline #365 Issue Resolved · Score: 33.5
Guideline #371 Not Applicable · Score: 0.0
Results Layout & Filtering: 12 guidelines · Score: -97.1
These 12 ‘Results Layout & Filtering’ guidelines are only available in Baymard Premium — they are based on our large-scale On-Site Search UX research study, and outline the 12 elements necessary to create a high-performing ‘Results Layout & Filtering’ implementation.
Premium also shows you why Dick's Sporting Goods and 59 other top e-commerce sites perform as they do, and allow you to self-audit your own sites to see how your UX performance stacks up against theirs — learn more.
Guideline #382 Violated High · Score: -33.5
Guideline #379 Issue Resolved · Score: 53.6
Guideline #386 Violated High · Score: -46.9
Guideline #381 Neutral · Score: 0.0
Guideline #377 Adhered High · Score: 33.5
Guideline #376 Violated High · Score: -53.6
Guideline #403 Violated Low · Score: -23.4
Guideline #393 Violated High · Score: -33.5
Guideline #406 Not Applicable · Score: 0.0
Guideline #378 Violated High · Score: -33.5
Guideline #401 Not Applicable · Score: 0.0
Guideline #402 Adhered High · Score: 40.2
Product Lists & Filtering: 96 guidelines · Score: -8.2
List Layout: 7 guidelines · Score: 16.3
These 7 ‘List Layout’ guidelines are only available in Baymard Premium — they are based on our large-scale Product Lists & Filtering UX research study, and outline the 7 elements necessary to create a high-performing ‘List Layout’ implementation.
Premium also shows you why Dick's Sporting Goods and 59 other top e-commerce sites perform as they do, and allow you to self-audit your own sites to see how your UX performance stacks up against theirs — learn more.
Guideline #541 Violated Low · Score: -21.8
Guideline #533 Violated Low · Score: -16.3
Guideline #531 Adhered High · Score: 27.2
Guideline #537 Adhered High · Score: 27.2
Guideline #535 Not Applicable · Score: 0.0
Guideline #536 Not Applicable · Score: 0.0
Guideline #862 Not Applicable · Score: 0.0
Loading Products: 6 guidelines · Score: -32.7
These 6 ‘Loading Products’ guidelines are only available in Baymard Premium — they are based on our large-scale Product Lists & Filtering UX research study, and outline the 6 elements necessary to create a high-performing ‘Loading Products’ implementation.
Premium also shows you why Dick's Sporting Goods and 59 other top e-commerce sites perform as they do, and allow you to self-audit your own sites to see how your UX performance stacks up against theirs — learn more.
Guideline #501 Violated High · Score: -32.7
Guideline #502 Adhered High · Score: 32.7
Guideline #503 Violated High · Score: -16.3
Guideline #504 Violated Low · Score: -16.3
Guideline #505 Not Applicable · Score: 0.0
Guideline #1024 Not Applicable · Score: 0.0
List Items: Product Info & Thumbnails: 16 guidelines · Score: 106.1
These 16 ‘List Items: Product Info & Thumbnails’ guidelines are only available in Baymard Premium — they are based on our large-scale Product Lists & Filtering UX research study, and outline the 16 elements necessary to create a high-performing ‘List Items: Product Info & Thumbnails’ implementation.
Premium also shows you why Dick's Sporting Goods and 59 other top e-commerce sites perform as they do, and allow you to self-audit your own sites to see how your UX performance stacks up against theirs — learn more.
Guideline #440 Violated Low · Score: -21.8
Guideline #421 Not Applicable · Score: 0.0
Guideline #443 Violated High · Score: -38.1
Guideline #446 Violated High · Score: -32.7
Guideline #422 Adhered High · Score: 32.7
Guideline #441 Adhered High · Score: 27.2
Guideline #447 Adhered High · Score: 16.3
Guideline #444 Not Applicable · Score: 0.0
Guideline #455 Adhered High · Score: 38.1
Guideline #445 Adhered High · Score: 38.1
Guideline #457 Not Applicable · Score: 0.0
Guideline #463 Not Applicable · Score: 0.0
Guideline #456 Violated Low · Score: -13.6
Guideline #458 Adhered High · Score: 16.3
Guideline #459 Issue Resolved · Score: 21.8
Guideline #462 Adhered High · Score: 21.8
List Items: Interface & Hit Areas: 10 guidelines · Score: -16.3
These 10 ‘List Items: Interface & Hit Areas’ guidelines are only available in Baymard Premium — they are based on our large-scale Product Lists & Filtering UX research study, and outline the 10 elements necessary to create a high-performing ‘List Items: Interface & Hit Areas’ implementation.
Premium also shows you why Dick's Sporting Goods and 59 other top e-commerce sites perform as they do, and allow you to self-audit your own sites to see how your UX performance stacks up against theirs — learn more.
Guideline #448 Violated High · Score: -38.1
Guideline #528 Not Applicable · Score: 0.0
Guideline #452 Adhered Low · Score: 13.6
Guideline #450 Violated High · Score: -27.2
Guideline #449 Adhered High · Score: 27.2
Guideline #525 Violated Low · Score: -13.6
Guideline #527 Violated High · Score: -27.2
Guideline #529 Issue Resolved · Score: 32.7
Guideline #530 Adhered High · Score: 16.3
Guideline #526 Not Applicable · Score: 0.0
List Items: Personalization: 5 guidelines · Score: -59.9
These 5 ‘List Items: Personalization’ guidelines are only available in Baymard Premium — they are based on our large-scale Product Lists & Filtering UX research study, and outline the 5 elements necessary to create a high-performing ‘List Items: Personalization’ implementation.
Premium also shows you why Dick's Sporting Goods and 59 other top e-commerce sites perform as they do, and allow you to self-audit your own sites to see how your UX performance stacks up against theirs — learn more.
Guideline #480 Violated High · Score: -38.1
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: -21.8
Filtering: Available Filters: 10 guidelines · Score: 32.7
These 10 ‘Filtering: Available Filters’ guidelines are only available in Baymard Premium — they are based on our large-scale Product Lists & Filtering UX research study, and outline the 10 elements necessary to create a high-performing ‘Filtering: Available Filters’ implementation.
Premium also shows you why Dick's Sporting Goods and 59 other top e-commerce sites perform as they do, and allow you to self-audit your own sites to see how your UX performance stacks up against theirs — learn more.
Guideline #409 Adhered High · Score: 43.5
Guideline #413 Adhered High · Score: 38.1
Guideline #418 Not Applicable · Score: 0.0
Guideline #408 Not Applicable · Score: 0.0
Guideline #417 Not Applicable · Score: 0.0
Guideline #540 Not Applicable · Score: 0.0
Guideline #410 Adhered High · Score: 32.7
Guideline #414 Violated High · Score: -27.2
Guideline #416 Violated High · Score: -27.2
Guideline #415 Violated High · Score: -27.2
Filtering: Scope & Logic: 14 guidelines · Score: -81.6
These 14 ‘Filtering: Scope & Logic’ guidelines are only available in Baymard Premium — they are based on our large-scale Product Lists & Filtering UX research study, and outline the 14 elements necessary to create a high-performing ‘Filtering: Scope & Logic’ implementation.
Premium also shows you why Dick's Sporting Goods and 59 other top e-commerce sites perform as they do, and allow you to self-audit your own sites to see how your UX performance stacks up against theirs — learn more.
Guideline #424 Violated High · Score: -38.1
Guideline #427 Violated High · Score: -38.1
Guideline #433 Violated High · Score: -38.1
Guideline #423 Not Applicable · Score: 0.0
Guideline #430 Not Applicable · Score: 0.0
Guideline #428 Adhered High · Score: 21.8
Guideline #432 Not Applicable · Score: 0.0
Guideline #429 Neutral · Score: 0.0
Guideline #436 Adhered High · Score: 10.9
Guideline #439 Not Applicable · Score: 0.0
Guideline #488 Violated High · Score: -27.2
Guideline #492 Adhered High · Score: 27.2
Guideline #493 Adhered High · Score: 27.2
Guideline #486 Violated High · Score: -27.2
Filtering: Interface & Layout: 11 guidelines · Score: 32.7
These 11 ‘Filtering: Interface & Layout’ guidelines are only available in Baymard Premium — they are based on our large-scale Product Lists & Filtering UX research study, and outline the 11 elements necessary to create a high-performing ‘Filtering: Interface & Layout’ implementation.
Premium also shows you why Dick's Sporting Goods and 59 other top e-commerce sites perform as they do, and allow you to self-audit your own sites to see how your UX performance stacks up against theirs — learn more.
Guideline #468 Not Applicable · Score: 0.0
Guideline #474 Not Applicable · Score: 0.0
Guideline #470 Adhered Low · Score: 19.1
Guideline #464 Adhered Low · Score: 13.6
Guideline #467 Adhered High · Score: 27.2
Guideline #475 Violated High · Score: -27.2
Guideline #479 Neutral · Score: 0.0
Guideline #476 Not Applicable · Score: 0.0
Guideline #465 Issue Resolved · Score: 27.2
Guideline #471 Violated High · Score: -27.2
Guideline #472 Not Applicable · Score: 0.0
Sorting: 11 guidelines · Score: -43.5
These 11 ‘Sorting’ guidelines are only available in Baymard Premium — they are based on our large-scale Product Lists & Filtering UX research study, and outline the 11 elements necessary to create a high-performing ‘Sorting’ implementation.
Premium also shows you why Dick's Sporting Goods and 59 other top e-commerce sites perform as they do, and allow you to self-audit your own sites to see how your UX performance stacks up against theirs — learn more.
Guideline #510 Violated High · Score: -43.5
Guideline #511 Violated High · Score: -38.1
Guideline #539 Adhered High · Score: 21.8
Guideline #514 Adhered High · Score: 27.2
Guideline #513 Adhered High · Score: 27.2
Guideline #509 Violated High · Score: -27.2
Guideline #521 Adhered High · Score: 27.2
Guideline #517 Violated High · Score: -21.8
Guideline #515 Violated High · Score: -16.3
Guideline #516 Not Applicable · Score: 0.0
Guideline #523 Not Applicable · Score: 0.0
Comparison Tool: 5 guidelines · Score: 38.1
These 5 ‘Comparison Tool’ guidelines are only available in Baymard Premium — they are based on our large-scale Product Lists & Filtering UX research study, and outline the 5 elements necessary to create a high-performing ‘Comparison Tool’ implementation.
Premium also shows you why Dick's Sporting Goods and 59 other top e-commerce sites perform as they do, and allow you to self-audit your own sites to see how your UX performance stacks up against theirs — learn more.
Guideline #495 Issue Resolved · Score: 38.1
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
All 60 sites were benchmarked across the 610 guidelines. During our evaluation, Dick’s Sporting Goods’ 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.
To read each guideline and review your own sites, you’ll need to get full access.
Dick’s Sporting Goods’ Desktop E-Commerce Design
7 pages of Dick’s Sporting Goods’ e-commerce site, marked up with 61 best practice examples
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