Benchmark Overview

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. Some of Dick’s Sporting Goods’ biggest on-site search usability issues are due to 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 are particularly thwarted by usability issues related to 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: 49 guidelines · Score: 73.9

Search Query Types: 12 guidelines · Score: 90.7

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Guideline #333 Neutral · Score: 0.0

Guideline #334 Adhered High · Score: 53.7

Guideline #340 Adhered Low · Score: 16.8

Guideline #335 Adhered High · Score: 33.6

Guideline #337 Not Applicable · Score: 0.0

Guideline #341 Adhered Low · Score: 23.5

Guideline #344 Violated High · Score: -47.0

Guideline #399 Violated High · Score: -33.6

Guideline #338 Adhered Low · Score: 16.8

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: -26.9

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Guideline #336 Not Applicable · Score: 0.0

Guideline #346 Violated High · Score: -40.3

Guideline #349 Violated High · Score: -33.6

Guideline #407 Violated High · Score: -47.0

Guideline #339 Issue Resolved · Score: 33.6

Guideline #343 Not Applicable · Score: 0.0

Guideline #351 Adhered High · Score: 33.6

Guideline #348 Adhered High · Score: 26.9

Guideline #350 Not Applicable · Score: 0.0

Guideline #352 Not Applicable · Score: 0.0

Search Autocomplete: 7 guidelines · Score: -60.4

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Guideline #359 Violated High · Score: -40.3

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

Results Logic & Guidance: 8 guidelines · Score: 167.9

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Guideline #358 Issue Resolved · Score: 47.0

Guideline #362 Adhered Low · Score: 23.5

Guideline #370 Adhered High · Score: 40.3

Guideline #367 Not Applicable · Score: 0.0

Guideline #355 Violated Low · Score: -10.1

Guideline #394 Adhered High · Score: 33.6

Guideline #365 Issue Resolved · Score: 33.6

Guideline #371 Not Applicable · Score: 0.0

Results Layout & Filtering: 12 guidelines · Score: -97.4

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Guideline #382 Violated High · Score: -33.6

Guideline #379 Issue Resolved · Score: 53.7

Guideline #386 Violated High · Score: -47.0

Guideline #381 Neutral · Score: 0.0

Guideline #377 Adhered High · Score: 33.6

Guideline #376 Violated High · Score: -53.7

Guideline #403 Violated Low · Score: -23.5

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 Adhered High · Score: 40.3

Product Lists & Filtering: 94 guidelines · Score: -8.1

List Layout: 7 guidelines · Score: 16.2

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Guideline #541 Violated Low · Score: -21.6

Guideline #533 Violated Low · Score: -16.2

Guideline #531 Adhered High · Score: 27.0

Guideline #537 Adhered High · Score: 27.0

Guideline #535 Not Applicable · Score: 0.0

Guideline #536 Not Applicable · Score: 0.0

Guideline #862 Not Applicable · Score: 0.0

Loading Products: 5 guidelines · Score: -32.4

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Guideline #501 Violated High · Score: -32.4

Guideline #502 Adhered High · Score: 32.4

Guideline #503 Violated High · Score: -16.2

Guideline #504 Violated Low · Score: -16.2

Guideline #505 Not Applicable · Score: 0.0

List Items: Product Info & Thumbnails: 16 guidelines · Score: 105.1

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Guideline #440 Violated Low · Score: -21.6

Guideline #421 Not Applicable · Score: 0.0

Guideline #443 Violated 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 Adhered High · Score: 16.2

Guideline #444 Not Applicable · Score: 0.0

Guideline #455 Adhered High · Score: 37.7

Guideline #445 Adhered High · Score: 37.7

Guideline #457 Not Applicable · Score: 0.0

Guideline #463 Not Applicable · Score: 0.0

Guideline #456 Violated Low · Score: -13.5

Guideline #458 Adhered High · Score: 16.2

Guideline #459 Issue Resolved · Score: 21.6

Guideline #462 Adhered High · Score: 21.6

List Items: Interface & Hit Areas: 10 guidelines · Score: -16.2

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Guideline #448 Violated High · Score: -37.7

Guideline #528 Not Applicable · Score: 0.0

Guideline #452 Adhered Low · Score: 13.5

Guideline #450 Violated High · Score: -27.0

Guideline #449 Adhered High · Score: 27.0

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: -59.3

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Guideline #480 Violated High · Score: -37.7

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: 32.4

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Guideline #409 Adhered High · Score: 43.1

Guideline #413 Adhered High · Score: 37.7

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: 32.4

Guideline #414 Violated High · Score: -27.0

Guideline #416 Violated High · Score: -27.0

Guideline #415 Violated High · Score: -27.0

Filtering: Scope & Logic: 14 guidelines · Score: -80.9

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Guideline #424 Violated High · Score: -37.7

Guideline #427 Violated High · Score: -37.7

Guideline #433 Violated High · Score: -37.7

Guideline #423 Not Applicable · Score: 0.0

Guideline #430 Not Applicable · Score: 0.0

Guideline #428 Adhered High · Score: 21.6

Guideline #432 Not Applicable · Score: 0.0

Guideline #429 Neutral · Score: 0.0

Guideline #436 Adhered High · Score: 10.8

Guideline #439 Not Applicable · Score: 0.0

Guideline #488 Violated 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: 32.4

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Guideline #468 Not Applicable · Score: 0.0

Guideline #474 Not Applicable · Score: 0.0

Guideline #470 Adhered Low · Score: 18.9

Guideline #464 Adhered Low · Score: 13.5

Guideline #467 Adhered High · Score: 27.0

Guideline #475 Violated High · Score: -27.0

Guideline #479 Neutral · Score: 0.0

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: -43.1

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Guideline #510 Violated High · Score: -43.1

Guideline #511 Violated High · Score: -37.7

Guideline #539 Adhered 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 Violated High · Score: -16.2

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

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.

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