Benchmark Overview

Etsy’s E-Commerce UX

This is a case study of Etsy’s 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

Etsy’s overall e-commerce UX performance is acceptable. Their UX is helped by decent Homepage & Category performance.

Etsy’s Homepage & Category performance is decent. It is especially a good Main Navigation, decent Category Taxonomy, and decent Homepage that helps Etsy’s category UX.

Etsy’s On-Site Search performance is acceptable. Notably, Etsy’s on-site search performance is hampered by mediocre Results Logic & Guidance and Results Layout & Filtering, although this is helped somewhat by state of the art Search Autocomplete and good Search Form & Logic.

Etsy’s Product Lists & Filtering performance is acceptable. For instance, Etsy’s product listings have state of the art Filtering: Scope & Logic and good Comparison Tool yet suffer from mediocre List Items: Personalization and Filtering: Available Filters.

Etsy’s Product Page performance is mediocre. Notably, Etsy’s product page performance is hampered by mediocre Specifications Sheet and poor Cross-Sells & Cross-Navigation, although this is helped somewhat by good Product Images and decent The ‘Buy’ Section.

Etsy’s Cart & Checkout performance is decent. For instance, Etsy’s checkout has state of the art Order Review and Field Design & Features yet suffers from mediocre Shipping & Store Pickup and poor Payment Flow & Methods (Incl. 3rd-Party).

Etsy’s Mobile E-Commerce performance is acceptable. Notably, Etsy’s mobile performance is hampered by poor Mobile Shopping Cart, Cost & Account and broken Mobile Filtering & Sorting, although this is helped somewhat by good Mobile Product Descriptions, Specs, & Images and Mobile Homepage, Navigation, & Search.

Rank: 13 of 60

Usability Score: 549

URL: etsy.com


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Poor
Acceptable
Good

Etsy's E-Commerce UX: 577 guidelines · Comparative score: 549.2

Homepage & Category: 61 guidelines · Score: 837.4

Homepage: 15 guidelines · Score: 173.2

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Guideline #237 Adhered High · Score: 33.2

Guideline #240 Adhered High · Score: 23.7

Guideline #242 Issue Resolved · Score: 23.7

Guideline #248 Neutral · Score: 0.0

Guideline #235 Adhered High · Score: 14.2

Guideline #238 Adhered Low · Score: 11.9

Guideline #236 Adhered High · Score: 14.2

Guideline #246 Not Applicable · Score: 0.0

Guideline #249 Adhered High · Score: 14.2

Guideline #245 Issue Resolved · Score: 23.7

Guideline #241 Adhered Low · Score: 7.1

Guideline #247 Not Applicable · Score: 0.0

Guideline #239 Violated Low · Score: -7.1

Guideline #264 Neutral · Score: 0.0

Guideline #257 Adhered High · Score: 14.2

Category Taxonomy: 14 guidelines · Score: 246.7

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Guideline #253 Adhered 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 Violated High · Score: -33.2

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 Not Applicable · Score: 0.0

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: 282.3

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Guideline #287 Adhered High · Score: 33.2

Guideline #294 Adhered High · Score: 38.0

Guideline #302 Adhered High · Score: 33.2

Guideline #289 Adhered Low · Score: 11.9

Guideline #288 Violated Low · Score: -14.2

Guideline #303 Not Applicable · Score: 0.0

Guideline #298 Issue Resolved · Score: 28.5

Guideline #291 Adhered High · Score: 23.7

Guideline #297 Adhered High · Score: 19.0

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 Issue Resolved · Score: 14.2

Guideline #306 Issue Resolved · Score: 14.2

Guideline #300 Violated Low · Score: -4.7

Intermediary Category Pages: 6 guidelines · Score: 45.1

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Guideline #307 Adhered High · Score: 38.0

Guideline #309 Violated Low · Score: -16.6

Guideline #308 Adhered High · Score: 23.7

Guideline #311 Not Applicable · Score: 0.0

Guideline #312 Not Applicable · Score: 0.0

Guideline #310 Not Applicable · Score: 0.0

Site-Wide Layout: 10 guidelines · Score: 90.1

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Guideline #279 Adhered High · Score: 23.7

Guideline #258 Issue Resolved · Score: 38.0

Guideline #252 Violated High · Score: -23.7

Guideline #250 Adhered High · Score: 19.0

Guideline #293 Violated High · Score: -19.0

Guideline #290 Adhered High · Score: 14.2

Guideline #284 Issue Resolved · Score: 14.2

Guideline #260 Issue Resolved · Score: 14.2

Guideline #255 Adhered High · Score: 9.5

Guideline #273 Not Applicable · Score: 0.0

On-Site Search: 49 guidelines · Score: 439.8

Search Query Types: 12 guidelines · Score: -57.1

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Guideline #333 Adhered High · Score: 53.7

Guideline #334 Violated Low · Score: -26.9

Guideline #340 Neutral · Score: 0.0

Guideline #335 Neutral · Score: 0.0

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 Not Applicable · Score: 0.0

Guideline #347 Not Applicable · Score: 0.0

Guideline #342 Violated High · Score: -26.9

Guideline #398 Not Applicable · Score: 0.0

Search Form & Logic: 10 guidelines · Score: 201.5

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Guideline #336 Not Applicable · Score: 0.0

Guideline #346 Adhered High · Score: 40.3

Guideline #349 Issue Resolved · Score: 33.6

Guideline #407 Adhered 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 Violated High · Score: -13.4

Guideline #352 Not Applicable · Score: 0.0

Search Autocomplete: 7 guidelines · Score: 225.0

‘State of the Art’

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Guideline #359 Adhered High · Score: 40.3

Guideline #404 Adhered High · Score: 40.3

Guideline #361 Adhered Low · Score: 10.1

Guideline #356 Issue Resolved · Score: 33.6

Guideline #369 Adhered High · Score: 40.3

Guideline #368 Adhered High · Score: 33.6

Guideline #363 Adhered High · Score: 26.9

Results Logic & Guidance: 8 guidelines · Score: 43.6

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Guideline #358 Adhered Low · Score: 23.5

Guideline #362 Violated High · Score: -47.0

Guideline #370 Violated Low · Score: -20.1

Guideline #367 Not Applicable · Score: 0.0

Guideline #355 Adhered High · Score: 20.1

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: 26.9

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Guideline #382 Violated High · Score: -33.6

Guideline #379 Issue Resolved · Score: 53.7

Guideline #386 Issue Resolved · Score: 47.0

Guideline #381 Neutral · Score: 0.0

Guideline #377 Violated Low · Score: -16.8

Guideline #376 Not Applicable · Score: 0.0

Guideline #403 Violated Low · Score: -23.5

Guideline #393 Violated High · Score: -33.6

Guideline #406 Not Applicable · Score: 0.0

Guideline #378 Issue Resolved · Score: 33.6

Guideline #401 Not Applicable · Score: 0.0

Guideline #402 Not Applicable · Score: 0.0

Product Lists & Filtering: 94 guidelines · Score: 453.0

List Layout: 7 guidelines · Score: 94.4

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Guideline #541 Violated Low · Score: -21.6

Guideline #533 Adhered Low · Score: 16.2

Guideline #531 Adhered Low · Score: 13.5

Guideline #537 Adhered 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: 64.7

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Guideline #501 Violated High · Score: -32.4

Guideline #502 Adhered High · Score: 32.4

Guideline #503 Adhered High · Score: 16.2

Guideline #504 Adhered High · Score: 32.4

Guideline #505 Adhered High · Score: 16.2

List Items: Product Info & Thumbnails: 16 guidelines · Score: -37.7

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Guideline #440 Violated High · Score: -43.1

Guideline #421 Not Applicable · Score: 0.0

Guideline #443 Violated Low · Score: -18.9

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 Violated High · Score: -37.7

Guideline #457 Not Applicable · Score: 0.0

Guideline #463 Not Applicable · Score: 0.0

Guideline #456 Adhered Low · Score: 13.5

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 High · Score: -27.0

Guideline #449 Adhered High · Score: 27.0

Guideline #525 Violated High · Score: -27.0

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: -13.5

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Guideline #480 Violated Low · Score: -18.9

Guideline #482 Adhered High · Score: 27.0

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: -27.0

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Guideline #409 Violated 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 Adhered High · Score: 37.7

Guideline #540 Not Applicable · Score: 0.0

Guideline #410 Violated High · Score: -32.4

Guideline #414 Violated High · Score: -27.0

Guideline #416 Adhered High · Score: 27.0

Guideline #415 Violated High · Score: -27.0

Filtering: Scope & Logic: 14 guidelines · Score: 215.7

‘State of the Art’

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Guideline #424 Adhered High · Score: 37.7

Guideline #427 Adhered High · Score: 37.7

Guideline #433 Not Applicable · Score: 0.0

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 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 Adhered High · Score: 27.0

Filtering: Interface & Layout: 11 guidelines · Score: 64.7

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Guideline #468 Not Applicable · Score: 0.0

Guideline #474 Not Applicable · Score: 0.0

Guideline #470 Adhered High · Score: 37.7

Guideline #464 Adhered Low · Score: 13.5

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 Adhered Low · Score: 13.5

Guideline #472 Not Applicable · Score: 0.0

Sorting: 11 guidelines · Score: 32.4

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Guideline #510 Adhered 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 Neutral · Score: 0.0

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: 379.7

Product Page Layout: 8 guidelines · Score: -20.7

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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 Violated High · Score: -17.3

Guideline #846 Not Applicable · Score: 0.0

Product Images: 9 guidelines · Score: 141.5

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Guideline #740 Adhered High · Score: 27.6

Guideline #741 Adhered High · Score: 24.2

Guideline #747 Adhered Low · Score: 12.1

Guideline #755 Violated Low · Score: -8.6

Guideline #744 Adhered High · Score: 17.3

Guideline #745 Issue Resolved · Score: 17.3

Guideline #752 Adhered High · Score: 17.3

Guideline #854 Adhered High · Score: 17.3

Guideline #756 Adhered High · Score: 17.3

Image Gallery UI: 10 guidelines · Score: 98.4

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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 Violated Low · Score: -8.6

Guideline #783 Adhered High · Score: 17.3

Guideline #781 Neutral · Score: 0.0

Guideline #773 Adhered High · Score: 10.4

Guideline #778 Not Applicable · Score: 0.0

Guideline #777 Adhered High · Score: 10.4

Product Video & 360-View: 4 guidelines · Score: -17.3

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Guideline #759 Violated High · Score: -17.3

Guideline #770 Not Applicable · Score: 0.0

Guideline #760 Not Applicable · Score: 0.0

Guideline #761 Not Applicable · Score: 0.0

The 'Buy' Section: 9 guidelines · Score: 72.5

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Guideline #791 Adhered High · Score: 17.3

Guideline #795 Adhered High · Score: 24.2

Guideline #820 Adhered High · Score: 24.2

Guideline #798 Violated High · Score: -17.3

Guideline #817 Violated High · Score: -17.3

Guideline #792 Adhered High · Score: 17.3

Guideline #816 Issue Resolved · Score: 17.3

Guideline #793 Not Applicable · Score: 0.0

Guideline #789 Adhered High · Score: 6.9

Shipping, Returns, and Gifting: 7 guidelines · Score: 34.5

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Guideline #825 Neutral · Score: 0.0

Guideline #826 Not Applicable · Score: 0.0

Guideline #803 Adhered High · Score: 24.2

Guideline #836 Not Applicable · Score: 0.0

Guideline #804 Not Applicable · Score: 0.0

Guideline #802 Violated High · Score: -10.4

Guideline #805 Adhered High · Score: 20.7

Product Variations: 9 guidelines · Score: 58.7

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Guideline #848 Adhered High · Score: 24.2

Guideline #853 Issue Resolved · Score: 17.3

Guideline #849 Violated High · Score: -17.3

Guideline #837 Adhered High · Score: 17.3

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 Issue Resolved · Score: 6.9

Product Descriptions: 7 guidelines · Score: 91.5

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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 Adhered High · Score: 17.3

Guideline #844 Adhered High · Score: 17.3

Guideline #847 Violated Low · Score: -8.6

Specifications Sheet: 5 guidelines · Score: 0.0

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Guideline #858 Not Applicable · Score: 0.0

Guideline #840 Not Applicable · Score: 0.0

Guideline #835 Not Applicable · Score: 0.0

Guideline #839 Not Applicable · Score: 0.0

Guideline #857 Not Applicable · Score: 0.0

User Reviews: 13 guidelines · Score: -132.9

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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 Low · Score: -8.6

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 Violated High · Score: -17.3

Guideline #746 Violated High · Score: -17.3

Guideline #763 Violated High · Score: -10.4

Guideline #786 Violated High · Score: -17.3

Auxiliary Content: 5 guidelines · Score: 27.6

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Guideline #807 Adhered High · Score: 24.2

Guideline #788 Adhered High · Score: 20.7

Guideline #787 Violated High · Score: -17.3

Guideline #806 Not Applicable · Score: 0.0

Guideline #769 Not Applicable · Score: 0.0

Cross-Sells & Cross-Navigation: 9 guidelines · Score: 25.9

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Guideline #810 Violated Low · Score: -8.6

Guideline #811 Violated Low · Score: -12.1

Guideline #828 Violated High · Score: -17.3

Guideline #813 Adhered High · Score: 17.3

Guideline #814 Adhered Low · Score: 8.6

Guideline #812 Adhered High · Score: 17.3

Guideline #821 Neutral · Score: 0.0

Guideline #819 Issue Resolved · Score: 20.7

Guideline #827 Not Applicable · Score: 0.0

Cart & Checkout: 134 guidelines · Score: 666.8

Shopping Cart & “Added to Cart” Behavior: 10 guidelines · Score: 39.3

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Guideline #601 Issue Resolved · Score: 14.6

Guideline #600 Issue Resolved · Score: 14.6

Guideline #602 Issue Resolved · Score: 14.6

Guideline #603 Issue Resolved · Score: 14.6

Guideline #732 Neutral · Score: 0.0

Guideline #620 Adhered High · Score: 14.6

Guideline #623 Violated Low · Score: -7.3

Guideline #622 Violated Low · Score: -7.3

Guideline #673 Violated Low · Score: -7.3

Guideline #624 Violated High · Score: -11.6

Account Selection & Creation: 9 guidelines · Score: -23.3

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Guideline #637 Violated High · Score: -20.4

Guideline #652 Not Applicable · Score: 0.0

Guideline #639 Neutral · Score: 0.0

Guideline #677 Adhered High · Score: 20.4

Guideline #638 Violated High · Score: -14.6

Guideline #653 Adhered High · Score: 14.6

Guideline #676 Violated High · Score: -14.6

Guideline #665 Not Applicable · Score: 0.0

Guideline #640 Violated High · Score: -8.7

Customer & Address Information: 12 guidelines · Score: 116.5

‘State of the Art’

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Guideline #731 Issue Resolved · Score: 20.4

Guideline #566 Adhered High · Score: 23.3

Guideline #567 Not Applicable · Score: 0.0

Guideline #565 Adhered High · Score: 20.4

Guideline #736 Issue Resolved · Score: 20.4

Guideline #561 Adhered High · Score: 14.6

Guideline #558 Issue Resolved · Score: 14.6

Guideline #557 Adhered High · Score: 14.6

Guideline #560 Violated High · Score: -8.7

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: 0.0

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Guideline #647 Not Applicable · Score: 0.0

Guideline #650 Violated High · Score: -14.6

Guideline #646 Not Applicable · Score: 0.0

Guideline #649 Issue Resolved · Score: 14.6

Guideline #645 Not Applicable · Score: 0.0

Shipping & Store Pickup: 11 guidelines · Score: 5.8

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Guideline #544 Adhered High · Score: 20.4

Guideline #547 Violated Low · Score: -8.7

Guideline #550 Adhered High · Score: 14.6

Guideline #543 Violated High · Score: -14.6

Guideline #548 Violated Low · Score: -5.8

Guideline #549 Not Applicable · Score: 0.0

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: -5.8

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Guideline #590 Not Applicable · Score: 0.0

Guideline #671 Violated Low · Score: -8.7

Guideline #617 Not Applicable · Score: 0.0

Guideline #615 Adhered High · Score: 14.6

Guideline #616 Not Applicable · Score: 0.0

Guideline #672 Violated Low · Score: -5.8

Guideline #586 Violated Low · Score: -5.8

Guideline #589 Not Applicable · Score: 0.0

Credit Card Form: 10 guidelines · Score: -37.9

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Guideline #582 Violated High · Score: -20.4

Guideline #594 Violated High · Score: -20.4

Guideline #587 Adhered High · Score: 20.4

Guideline #583 Violated High · Score: -14.6

Guideline #588 Violated High · Score: -14.6

Guideline #577 Violated Low · Score: -7.3

Guideline #584 Adhered High · Score: 14.6

Guideline #591 Adhered High · Score: 11.6

Guideline #585 Violated Low · Score: -4.4

Guideline #664 Violated Low · Score: -2.9

Order Review: 5 guidelines · Score: 62.6

‘State of the Art’

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Guideline #552 Adhered High · Score: 20.4

Guideline #556 Adhered Low · Score: 8.7

Guideline #545 Adhered Low · Score: 7.3

Guideline #551 Adhered High · Score: 14.6

Guideline #553 Adhered High · Score: 11.6

Order Confirmation & E-Mail: 4 guidelines · Score: 11.6

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Guideline #599 Violated Low · Score: -7.3

Guideline #596 Adhered Low · Score: 5.8

Guideline #598 Adhered High · Score: 8.7

Guideline #597 Adhered Low · Score: 4.4

Form & Page Design: 10 guidelines · Score: 48.0

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Guideline #606 Adhered High · Score: 14.6

Guideline #611 Violated High · Score: -14.6

Guideline #687 Not Applicable · Score: 0.0

Guideline #613 Adhered High · Score: 8.7

Guideline #607 Adhered High · Score: 8.7

Guideline #608 Adhered High · Score: 8.7

Guideline #730 Violated High · Score: -20.4

Guideline #679 Issue Resolved · Score: 20.4

Guideline #668 Adhered Low · Score: 7.3

Guideline #733 Adhered High · Score: 14.6

User Interactions & Distractions: 10 guidelines · Score: 99.0

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Guideline #696 Issue Resolved · 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 Adhered High · Score: 20.4

Guideline #713 Violated High · Score: -17.5

Guideline #657 Adhered High · Score: 8.7

Guideline #699 Adhered High · Score: 5.8

Cross-Sells: 4 guidelines · Score: 58.2

‘State of the Art’

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Guideline #581 Issue Resolved · Score: 20.4

Guideline #579 Adhered High · Score: 14.6

Guideline #580 Issue Resolved · Score: 14.6

Guideline #578 Adhered High · Score: 8.7

Validation Errors & Data Persistence: 10 guidelines · Score: 91.7

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Guideline #720 Adhered High · Score: 23.3

Guideline #723 Adhered High · Score: 23.3

Guideline #722 Violated Low · Score: -10.2

Guideline #719 Adhered High · Score: 20.4

Guideline #721 Adhered High · Score: 17.5

Guideline #718 Adhered High · Score: 17.5

Guideline #625 Not Applicable · Score: 0.0

Guideline #626 Not Applicable · Score: 0.0

Guideline #627 Not Applicable · Score: 0.0

Guideline #629 Not Applicable · Score: 0.0

Field Labels & Microcopy: 7 guidelines · Score: 58.2

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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 Adhered High · Score: 14.6

Guideline #690 Not Applicable · Score: 0.0

Guideline #689 Adhered High · Score: 8.7

Field Design & Features: 8 guidelines · Score: 81.5

‘State of the Art’

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Guideline #674 Issue Resolved · Score: 20.4

Guideline #659 Adhered High · Score: 14.6

Guideline #669 Adhered High · Score: 14.6

Guideline #660 Adhered High · Score: 14.6

Guideline #658 Not Applicable · Score: 0.0

Guideline #705 Not Applicable · Score: 0.0

Guideline #670 Adhered High · Score: 8.7

Guideline #663 Issue Resolved · Score: 8.7

Default Values & Autocompletion: 8 guidelines · Score: 40.8

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Guideline #555 Adhered High · Score: 20.4

Guideline #554 Adhered High · Score: 17.5

Guideline #568 Violated High · Score: -17.5

Guideline #576 Violated High · Score: -14.6

Guideline #572 Adhered High · Score: 17.5

Guideline #734 Adhered High · Score: 8.7

Guideline #618 Not Applicable · Score: 0.0

Guideline #571 Adhered High · Score: 8.7

Mobile E-Commerce: 144 guidelines · Score: 518.2

Mobile Homepage, Navigation, & Search: 12 guidelines · Score: 104.4

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Guideline #209 Adhered High · Score: 31.5

Guideline #116 Issue Resolved · Score: 31.5

Guideline #130 Adhered Low · Score: 11.8

Guideline #228 Adhered High · Score: 19.7

Guideline #210 Adhered Low · Score: 13.8

Guideline #211 Violated High · Score: -31.5

Guideline #229 Violated High · Score: -27.6

Guideline #230 Adhered High · Score: 27.6

Guideline #203 Neutral · Score: 0.0

Guideline #166 Adhered High · Score: 27.6

Guideline #93 Not Applicable · Score: 0.0

Guideline #91 Not Applicable · Score: 0.0

Mobile Product Lists: 15 guidelines · Score: 33.5

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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 High · Score: -19.7

Guideline #87 Adhered High · Score: 19.7

Guideline #76 Not Applicable · Score: 0.0

Guideline #80 Adhered Low · Score: 9.9

Guideline #143 Violated High · Score: -19.7

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 Violated High · Score: -19.7

Guideline #162 Issue Resolved · Score: 19.7

Guideline #102 Not Applicable · Score: 0.0

Mobile Filtering & Sorting: 9 guidelines · Score: -43.3

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Guideline #212 Violated Low · Score: -13.8

Guideline #221 Neutral · Score: 0.0

Guideline #215 Violated Low · Score: -9.9

Guideline #222 Violated High · Score: -19.7

Guideline #68 Adhered High · Score: 19.7

Guideline #232 Violated Low · Score: -9.9

Guideline #219 Violated High · Score: -15.8

Guideline #213 Not Applicable · Score: 0.0

Guideline #142 Adhered Low · Score: 5.9

Mobile Product Page Layouts: 6 guidelines · Score: 33.5

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Guideline #111 Neutral · Score: 0.0

Guideline #144 Adhered High · Score: 23.6

Guideline #154 Violated High · Score: -19.7

Guideline #149 Violated Low · Score: -9.9

Guideline #234 Issue Resolved · Score: 19.7

Guideline #176 Adhered High · Score: 19.7

Mobile Product Descriptions, Specs, & Images: 13 guidelines · Score: 165.5

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Guideline #159 Not Applicable · Score: 0.0

Guideline #169 Adhered Low · Score: 7.9

Guideline #77 Adhered High · Score: 11.8

Guideline #109 Adhered High · Score: 31.5

Guideline #110 Adhered High · Score: 27.6

Guideline #113 Adhered High · Score: 27.6

Guideline #112 Violated High · Score: -15.8

Guideline #114 Adhered Low · Score: 3.9

Guideline #148 Adhered High · Score: 27.6

Guideline #133 Adhered High · Score: 19.7

Guideline #134 Not Applicable · Score: 0.0

Guideline #164 Not Applicable · Score: 0.0

Guideline #163 Adhered High · Score: 23.6

Mobile Shopping Cart, Cost & Account: 10 guidelines · Score: 7.9

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Guideline #208 Adhered Low · Score: 9.9

Guideline #140 Issue Resolved · Score: 11.8

Guideline #104 Adhered 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 Violated Low · Score: -9.9

Guideline #179 Violated High · Score: -27.6

Guideline #180 Violated High · Score: -27.6

Guideline #185 Adhered High · Score: 19.7

Mobile Checkout Information: 15 guidelines · Score: 45.3

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Guideline #120 Not Applicable · Score: 0.0

Guideline #108 Not Applicable · Score: 0.0

Guideline #168 Not Applicable · Score: 0.0

Guideline #167 Not Applicable · Score: 0.0

Guideline #139 Not Applicable · Score: 0.0

Guideline #150 Not Applicable · Score: 0.0

Guideline #205 Violated High · Score: -19.7

Guideline #118 Adhered High · Score: 19.7

Guideline #194 Adhered High · Score: 19.7

Guideline #192 Adhered High · Score: 7.9

Guideline #196 Adhered High · Score: 7.9

Guideline #182 Adhered High · Score: 11.8

Guideline #193 Violated High · Score: -11.8

Guideline #161 Adhered High · Score: 15.8

Guideline #191 Violated Low · Score: -5.9

Mobile Form Field Usability: 18 guidelines · Score: 110.3

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Guideline #186 Adhered High · Score: 27.6

Guideline #190 Adhered High · Score: 23.6

Guideline #121 Violated Low · Score: -9.9

Guideline #183 Adhered High · Score: 27.6

Guideline #189 Not Applicable · Score: 0.0

Guideline #128 Violated High · Score: -15.8

Guideline #187 Adhered Low · Score: 3.9

Guideline #165 Adhered High · Score: 7.9

Guideline #181 Not Applicable · Score: 0.0

Guideline #197 Not Applicable · Score: 0.0

Guideline #155 Violated Low · Score: -15.8

Guideline #156 Adhered High · Score: 31.5

Guideline #160 Violated Low · Score: -13.8

Guideline #157 Violated High · Score: -23.6

Guideline #145 Issue Resolved · Score: 23.6

Guideline #171 Adhered High · Score: 19.7

Guideline #184 Adhered High · Score: 15.8

Guideline #220 Adhered High · Score: 7.9

Touch Keyboards: 5 guidelines · Score: 31.5

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Guideline #71 Adhered High · Score: 23.6

Guideline #65 Violated 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: 29.6

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Guideline #119 Not Applicable · Score: 0.0

Guideline #224 Violated High · Score: -31.5

Guideline #226 Adhered High · Score: 23.6

Guideline #225 Adhered Low · Score: 9.9

Guideline #223 Adhered High · Score: 15.8

Guideline #227 Adhered High · Score: 11.8

Guideline #175 Not Applicable · Score: 0.0

All 60 sites were benchmarked across the 610 guidelines. During our evaluation, Etsy’s 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: Mass Merchant

Overall Etsy ranks 13 when comparing their e-commerce UX performance against the 59 other major US e-commerce sites in the benchmark, and ranks 6 in the Mass Merchant industry.