Benchmark Overview

REI’s E-Commerce UX

This is a case study of REI’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

REI’s overall e-commerce UX performance is acceptable. Particulary good Cart & Checkout and Homepage & Category, elevates REI’s UX performance, although poor On-Site Search do subtract somewhat from this.

REI’s Homepage & Category performance is good. It is especially a state of the art Main Navigation, good Category Taxonomy, and decent Intermediary Category Pages that helps REI’s category UX.

REI’s On-Site Search performance is poor. REI’s search experience in particular suffers from usability issues caused by broken Search Form & Logic and Results Layout & Filtering.

REI’s Product Lists & Filtering performance is acceptable. Notably, REI’s product list performance is hampered by poor Loading Products and Comparison Tool, although this is helped somewhat by state of the art Filtering: Scope & Logic and good Sorting.

REI’s Product Page performance is decent. It is especially a state of the art Product Images, good The ‘Buy’ Section, and good User Reviews that helps REI’s product page UX. Do, however, watch out for their poor Product Variations performance.

REI’s Cart & Checkout performance is good. It is especially a state of the art Field Labels & Microcopy, Field Design & Features, and Form & Page Design that helps REI’s checkout UX. Do, however, watch out for their poor Order Confirmation & E-Mail performance.

REI’s Mobile E-Commerce performance is acceptable. For instance, REI’s mobile design has good Mobile Form Field Usability and Mobile Product Descriptions, Specs, & Images yet suffers from mediocre Mobile Homepage, Navigation, & Search and Mobile Product Lists.

Rank: 5 of 60

Usability Score: 620

URL: REI.com


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Poor
Acceptable
Good

REI's E-Commerce UX: 579 guidelines · Comparative score: 619.6

Homepage & Category: 62 guidelines · Score: 892.8

Homepage: 15 guidelines · Score: 111.3

These 15 ‘Homepage’ guidelines are only available in Baymard Premium — they are based on our large-scale Homepage & Category UX research study, and outline the 15 elements necessary to create a high-performing ‘Homepage’ implementation.

Premium also shows you why REI 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 #237 Adhered Low · Score: 16.6

Guideline #240 Violated High · Score: -23.7

Guideline #242 Issue Resolved · Score: 23.7

Guideline #248 Violated Low · Score: -11.8

Guideline #235 Adhered High · Score: 14.2

Guideline #238 Adhered High · Score: 23.7

Guideline #236 Not Applicable · Score: 0.0

Guideline #246 Adhered High · Score: 23.7

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: 291.3

These 14 ‘Category Taxonomy’ guidelines are only available in Baymard Premium — they are based on our large-scale Homepage & Category UX research study, and outline the 14 elements necessary to create a high-performing ‘Category Taxonomy’ implementation.

Premium also shows you why REI 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 #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 Not Applicable · Score: 0.0

Guideline #268 Adhered High · Score: 28.4

Guideline #259 Adhered High · Score: 37.9

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: 11.8

Guideline #278 Adhered High · Score: 18.9

Guideline #277 Issue Resolved · Score: 18.9

Guideline #318 Issue Resolved · Score: 14.2

Main Navigation: 16 guidelines · Score: 298.4

‘State of the Art’

These 16 ‘Main Navigation’ guidelines are only available in Baymard Premium — they are based on our large-scale Homepage & Category UX research study, and outline the 16 elements necessary to create a high-performing ‘Main Navigation’ implementation.

Premium also shows you why REI 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 #287 Adhered High · Score: 33.2

Guideline #294 Adhered High · Score: 37.9

Guideline #302 Adhered High · Score: 33.2

Guideline #289 Adhered High · Score: 23.7

Guideline #288 Violated Low · Score: -14.2

Guideline #303 Adhered High · Score: 28.4

Guideline #298 Issue Resolved · Score: 28.4

Guideline #291 Adhered 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: 18.9

Guideline #296 Adhered High · Score: 18.9

Guideline #299 Issue Resolved · Score: 14.2

Guideline #306 Issue Resolved · Score: 14.2

Guideline #300 Violated High · Score: -9.5

Intermediary Category Pages: 6 guidelines · Score: 85.3

These 6 ‘Intermediary Category Pages’ guidelines are only available in Baymard Premium — they are based on our large-scale Homepage & Category UX research study, and outline the 6 elements necessary to create a high-performing ‘Intermediary Category Pages’ implementation.

Premium also shows you why REI 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 #307 Adhered High · Score: 37.9

Guideline #309 Not Applicable · Score: 0.0

Guideline #308 Adhered High · Score: 23.7

Guideline #311 Adhered High · Score: 23.7

Guideline #312 Not Applicable · Score: 0.0

Guideline #310 Not Applicable · Score: 0.0

Site-Wide Layout: 11 guidelines · Score: 106.6

These 11 ‘Site-Wide Layout’ guidelines are only available in Baymard Premium — they are based on our large-scale Homepage & Category UX research study, and outline the 11 elements necessary to create a high-performing ‘Site-Wide Layout’ implementation.

Premium also shows you why REI 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 #279 Adhered High · Score: 23.7

Guideline #258 Issue Resolved · Score: 37.9

Guideline #252 Adhered High · Score: 23.7

Guideline #250 Adhered Low · Score: 9.5

Guideline #293 Violated High · Score: -18.9

Guideline #290 Adhered High · Score: 14.2

Guideline #284 Violated Low · Score: -7.1

Guideline #260 Adhered High · Score: 14.2

Guideline #255 Violated High · Score: -9.5

Guideline #273 Adhered High · Score: 18.9

Guideline #940 Not Applicable · Score: 0.0

On-Site Search: 49 guidelines · Score: 171.2

Search Query Types: 12 guidelines · Score: 114.2

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 REI 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 Adhered High · Score: 53.7

Guideline #334 Violated Low · Score: -26.9

Guideline #340 Adhered High · Score: 33.6

Guideline #335 Adhered High · Score: 33.6

Guideline #337 Not Applicable · Score: 0.0

Guideline #341 Not Applicable · Score: 0.0

Guideline #344 Violated High · Score: -47.0

Guideline #399 Adhered High · Score: 33.6

Guideline #338 Not Applicable · Score: 0.0

Guideline #347 Not Applicable · Score: 0.0

Guideline #342 Adhered High · Score: 33.6

Guideline #398 Not Applicable · Score: 0.0

Search Form & Logic: 10 guidelines · Score: 3.4

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 REI 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: -40.3

Guideline #349 Adhered Low · Score: 16.8

Guideline #407 Neutral · Score: 0.0

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 Not Applicable · Score: 0.0

Guideline #352 Not Applicable · Score: 0.0

Search Autocomplete: 7 guidelines · Score: 114.2

These 7 ‘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 7 elements necessary to create a high-performing ‘Search Autocomplete’ implementation.

Premium also shows you why REI 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 Adhered High · Score: 40.3

Guideline #404 Adhered Low · Score: 20.1

Guideline #361 Violated High · Score: -20.1

Guideline #356 Issue Resolved · Score: 33.6

Guideline #369 Violated Low · Score: -20.1

Guideline #368 Adhered High · Score: 33.6

Guideline #363 Adhered High · Score: 26.9

Results Logic & Guidance: 8 guidelines · Score: 80.6

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 REI 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 Adhered High · Score: 47.0

Guideline #362 Adhered Low · Score: 23.5

Guideline #370 Violated High · Score: -40.3

Guideline #367 Not Applicable · Score: 0.0

Guideline #355 Neutral · Score: 0.0

Guideline #394 Adhered Low · Score: 16.8

Guideline #365 Issue Resolved · Score: 33.6

Guideline #371 Not Applicable · Score: 0.0

Results Layout & Filtering: 12 guidelines · Score: -141.0

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 REI 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: -33.6

Guideline #379 Violated High · Score: -53.7

Guideline #386 Violated High · Score: -47.0

Guideline #381 Neutral · Score: 0.0

Guideline #377 Violated Low · Score: -16.8

Guideline #376 Adhered 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 Neutral · Score: 0.0

Guideline #401 Violated High · Score: -26.9

Guideline #402 Adhered High · Score: 40.3

Product Lists & Filtering: 95 guidelines · Score: 436.3

List Layout: 7 guidelines · Score: 72.7

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 REI 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: -21.5

Guideline #533 Adhered Low · Score: 16.2

Guideline #531 Adhered Low · Score: 13.5

Guideline #537 Adhered High · Score: 26.9

Guideline #535 Not Applicable · Score: 0.0

Guideline #536 Not Applicable · Score: 0.0

Guideline #862 Adhered High · Score: 37.7

Loading Products: 5 guidelines · Score: -32.3

These 5 ‘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 5 elements necessary to create a high-performing ‘Loading Products’ implementation.

Premium also shows you why REI 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: -32.3

Guideline #502 Adhered High · Score: 32.3

Guideline #503 Violated High · Score: -16.2

Guideline #504 Violated High · Score: -32.3

Guideline #505 Adhered High · Score: 16.2

List Items: Product Info & Thumbnails: 16 guidelines · Score: 70.0

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 REI 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 High · Score: -43.1

Guideline #421 Not Applicable · Score: 0.0

Guideline #443 Violated Low · Score: -18.9

Guideline #446 Not Applicable · Score: 0.0

Guideline #422 Adhered High · Score: 32.3

Guideline #441 Adhered High · Score: 26.9

Guideline #447 Not Applicable · Score: 0.0

Guideline #444 Not Applicable · Score: 0.0

Guideline #455 Not Applicable · Score: 0.0

Guideline #445 Adhered 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: 21.5

Guideline #462 Not Applicable · Score: 0.0

List Items: Interface & Hit Areas: 11 guidelines · Score: -53.9

These 11 ‘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 11 elements necessary to create a high-performing ‘List Items: Interface & Hit Areas’ implementation.

Premium also shows you why REI 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: -37.7

Guideline #528 Not Applicable · Score: 0.0

Guideline #452 Adhered High · Score: 26.9

Guideline #450 Violated Low · Score: -13.5

Guideline #449 Violated Low · Score: -13.5

Guideline #525 Violated Low · Score: -13.5

Guideline #527 Violated High · Score: -26.9

Guideline #529 Issue Resolved · Score: 32.3

Guideline #530 Violated Low · Score: -8.1

Guideline #526 Not Applicable · Score: 0.0

Guideline #993 Not Applicable · Score: 0.0

List Items: Personalization: 5 guidelines · Score: -32.3

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 REI 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: -37.7

Guideline #482 Adhered High · Score: 26.9

Guideline #483 Not Applicable · Score: 0.0

Guideline #485 Not Applicable · Score: 0.0

Guideline #484 Violated High · Score: -21.5

Filtering: Available Filters: 10 guidelines · Score: 91.6

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 REI 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: 43.1

Guideline #413 Adhered High · Score: 37.7

Guideline #418 Adhered High · Score: 37.7

Guideline #408 Not Applicable · Score: 0.0

Guideline #417 Not Applicable · Score: 0.0

Guideline #540 Not Applicable · Score: 0.0

Guideline #410 Not Applicable · Score: 0.0

Guideline #414 Adhered High · Score: 26.9

Guideline #416 Violated High · Score: -26.9

Guideline #415 Violated High · Score: -26.9

Filtering: Scope & Logic: 14 guidelines · Score: 226.2

‘State of the Art’

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 REI 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 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: 21.5

Guideline #432 Not Applicable · Score: 0.0

Guideline #429 Adhered High · Score: 10.8

Guideline #436 Adhered High · Score: 10.8

Guideline #439 Not Applicable · Score: 0.0

Guideline #488 Adhered High · Score: 26.9

Guideline #492 Adhered High · Score: 26.9

Guideline #493 Adhered High · Score: 26.9

Guideline #486 Adhered High · Score: 26.9

Filtering: Interface & Layout: 11 guidelines · Score: 37.7

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 REI 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 High · Score: 37.7

Guideline #464 Violated Low · Score: -13.5

Guideline #467 Adhered High · Score: 26.9

Guideline #475 Violated High · Score: -26.9

Guideline #479 Adhered Low · Score: 13.5

Guideline #476 Not Applicable · Score: 0.0

Guideline #465 Issue Resolved · Score: 26.9

Guideline #471 Violated High · Score: -26.9

Guideline #472 Not Applicable · Score: 0.0

Sorting: 11 guidelines · Score: 102.3

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 REI 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 Adhered High · Score: 43.1

Guideline #511 Violated High · Score: -37.7

Guideline #539 Adhered High · Score: 21.5

Guideline #514 Adhered High · Score: 26.9

Guideline #513 Adhered High · Score: 26.9

Guideline #509 Violated High · Score: -26.9

Guideline #521 Adhered High · Score: 26.9

Guideline #517 Adhered High · Score: 21.5

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: -45.8

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 REI 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 Adhered High · Score: 37.7

Guideline #496 Violated High · Score: -26.9

Guideline #497 Violated Low · Score: -18.9

Guideline #499 Violated High · Score: -16.2

Guideline #498 Violated High · Score: -21.5

Product Page: 95 guidelines · Score: 783.6

Product Page Layout: 8 guidelines · Score: 20.7

These 8 ‘Product Page Layout’ guidelines are only available in Baymard Premium — they are based on our large-scale Product Page UX research study, and outline the 8 elements necessary to create a high-performing ‘Product Page Layout’ implementation.

Premium also shows you why REI 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 #751 Not Applicable · Score: 0.0

Guideline #753 Not Applicable · Score: 0.0

Guideline #758 Adhered High · Score: 24.2

Guideline #757 Not Applicable · Score: 0.0

Guideline #784 Violated High · Score: -17.3

Guideline #738 Violated High · Score: -20.7

Guideline #766 Adhered High · Score: 17.3

Guideline #846 Issue Resolved · Score: 17.3

Product Images: 9 guidelines · Score: 162.2

‘State of the Art’

These 9 ‘Product Images’ guidelines are only available in Baymard Premium — they are based on our large-scale Product Page UX research study, and outline the 9 elements necessary to create a high-performing ‘Product Images’ implementation.

Premium also shows you why REI 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 #740 Adhered High · Score: 27.6

Guideline #741 Adhered High · Score: 24.2

Guideline #747 Adhered High · Score: 24.2

Guideline #755 Adhered High · Score: 17.3

Guideline #744 Not Applicable · Score: 0.0

Guideline #745 Adhered High · Score: 17.3

Guideline #752 Adhered High · Score: 17.3

Guideline #854 Issue Resolved · Score: 17.3

Guideline #756 Adhered High · Score: 17.3

Image Gallery UI: 10 guidelines · Score: 96.7

These 10 ‘Image Gallery UI’ guidelines are only available in Baymard Premium — they are based on our large-scale Product Page UX research study, and outline the 10 elements necessary to create a high-performing ‘Image Gallery UI’ implementation.

Premium also shows you why REI 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 #774 Adhered High · Score: 24.2

Guideline #771 Not Applicable · Score: 0.0

Guideline #776 Violated Low · Score: -12.1

Guideline #775 Adhered High · Score: 20.7

Guideline #779 Adhered High · Score: 17.3

Guideline #783 Adhered High · Score: 17.3

Guideline #781 Adhered Low · Score: 8.6

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: 13.8

These 4 ‘Product Video & 360-View’ guidelines are only available in Baymard Premium — they are based on our large-scale Product Page UX research study, and outline the 4 elements necessary to create a high-performing ‘Product Video & 360-View’ implementation.

Premium also shows you why REI 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 #759 Adhered High · Score: 17.3

Guideline #770 Violated High · Score: -17.3

Guideline #760 Adhered High · Score: 13.8

Guideline #761 Not Applicable · Score: 0.0

The 'Buy' Section: 9 guidelines · Score: 96.7

These 9 ‘The 'Buy' Section’ guidelines are only available in Baymard Premium — they are based on our large-scale Product Page UX research study, and outline the 9 elements necessary to create a high-performing ‘The 'Buy' Section’ implementation.

Premium also shows you why REI 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 #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 Issue Resolved · 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 Violated Low · Score: -3.5

Shipping, Returns, and Gifting: 7 guidelines · Score: 24.2

These 7 ‘Shipping, Returns, and Gifting’ guidelines are only available in Baymard Premium — they are based on our large-scale Product Page UX research study, and outline the 7 elements necessary to create a high-performing ‘Shipping, Returns, and Gifting’ implementation.

Premium also shows you why REI 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 #825 Violated High · Score: -17.3

Guideline #826 Adhered High · Score: 17.3

Guideline #803 Adhered High · Score: 24.2

Guideline #836 Neutral · Score: 0.0

Guideline #804 Adhered High · Score: 10.4

Guideline #802 Violated High · Score: -10.4

Guideline #805 Not Applicable · Score: 0.0

Product Variations: 9 guidelines · Score: 15.5

These 9 ‘Product Variations’ guidelines are only available in Baymard Premium — they are based on our large-scale Product Page UX research study, and outline the 9 elements necessary to create a high-performing ‘Product Variations’ implementation.

Premium also shows you why REI 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 #848 Adhered High · Score: 24.2

Guideline #853 Violated High · Score: -17.3

Guideline #849 Adhered High · Score: 17.3

Guideline #837 Violated Low · Score: -8.6

Guideline #851 Not Applicable · Score: 0.0

Guideline #800 Not Applicable · Score: 0.0

Guideline #850 Adhered High · Score: 6.9

Guideline #852 Not Applicable · Score: 0.0

Guideline #856 Violated High · Score: -6.9

Product Descriptions: 7 guidelines · Score: 74.2

These 7 ‘Product Descriptions’ guidelines are only available in Baymard Premium — they are based on our large-scale Product Page UX research study, and outline the 7 elements necessary to create a high-performing ‘Product Descriptions’ implementation.

Premium also shows you why REI 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 #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 Not Applicable · Score: 0.0

Guideline #844 Adhered High · Score: 17.3

Guideline #847 Violated Low · Score: -8.6

Specifications Sheet: 5 guidelines · Score: 51.8

These 5 ‘Specifications Sheet’ guidelines are only available in Baymard Premium — they are based on our large-scale Product Page UX research study, and outline the 5 elements necessary to create a high-performing ‘Specifications Sheet’ implementation.

Premium also shows you why REI 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 #858 Adhered High · Score: 24.2

Guideline #840 Violated High · Score: -17.3

Guideline #835 Adhered High · Score: 17.3

Guideline #839 Adhered High · Score: 17.3

Guideline #857 Adhered High · Score: 10.4

User Reviews: 13 guidelines · Score: 136.3

These 13 ‘User Reviews’ guidelines are only available in Baymard Premium — they are based on our large-scale Product Page UX research study, and outline the 13 elements necessary to create a high-performing ‘User Reviews’ implementation.

Premium also shows you why REI 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 #739 Adhered High · Score: 24.2

Guideline #743 Adhered High · Score: 24.2

Guideline #750 Adhered Low · Score: 13.8

Guideline #749 Adhered High · Score: 20.7

Guideline #768 Adhered High · Score: 17.3

Guideline #742 Violated High · Score: -17.3

Guideline #748 Violated Low · Score: -8.6

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 Adhered High · Score: 17.3

Auxiliary Content: 5 guidelines · Score: 20.7

These 5 ‘Auxiliary Content’ guidelines are only available in Baymard Premium — they are based on our large-scale Product Page UX research study, and outline the 5 elements necessary to create a high-performing ‘Auxiliary Content’ implementation.

Premium also shows you why REI 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 #807 Violated High · Score: -24.2

Guideline #788 Adhered High · Score: 13.8

Guideline #787 Adhered High · Score: 17.3

Guideline #806 Not Applicable · Score: 0.0

Guideline #769 Adhered High · Score: 13.8

Cross-Sells & Cross-Navigation: 9 guidelines · Score: 70.8

These 9 ‘Cross-Sells & Cross-Navigation’ guidelines are only available in Baymard Premium — they are based on our large-scale Product Page UX research study, and outline the 9 elements necessary to create a high-performing ‘Cross-Sells & Cross-Navigation’ implementation.

Premium also shows you why REI 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 #810 Adhered High · Score: 17.3

Guideline #811 Adhered High · Score: 24.2

Guideline #828 Neutral · Score: 0.0

Guideline #813 Adhered High · Score: 17.3

Guideline #814 Adhered Low · Score: 8.6

Guideline #812 Violated High · Score: -17.3

Guideline #821 Not Applicable · Score: 0.0

Guideline #819 Issue Resolved · Score: 20.7

Guideline #827 Not Applicable · Score: 0.0

Cart & Checkout: 134 guidelines · Score: 860.1

Shopping Cart & “Added to Cart” Behavior: 10 guidelines · Score: 66.9

These 10 ‘Shopping Cart & “Added to Cart” Behavior’ guidelines are only available in Baymard Premium — they are based on our large-scale Cart & Checkout UX research study, and outline the 10 elements necessary to create a high-performing ‘Shopping Cart & “Added to Cart” Behavior’ implementation.

Premium also shows you why REI 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 #601 Issue Resolved · Score: 13.7

Guideline #600 Adhered High · Score: 13.7

Guideline #602 Issue Resolved · Score: 13.7

Guideline #603 Issue Resolved · Score: 13.7

Guideline #732 Violated High · Score: -19.1

Guideline #620 Adhered High · Score: 13.7

Guideline #623 Adhered High · Score: 13.7

Guideline #622 Violated Low · Score: -6.8

Guideline #673 Not Applicable · Score: 0.0

Guideline #624 Adhered High · Score: 10.9

Account Selection & Creation: 9 guidelines · Score: 30.0

These 9 ‘Account Selection & Creation’ guidelines are only available in Baymard Premium — they are based on our large-scale Cart & Checkout UX research study, and outline the 9 elements necessary to create a high-performing ‘Account Selection & Creation’ implementation.

Premium also shows you why REI 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 #637 Adhered High · Score: 19.1

Guideline #652 Violated Low · Score: -9.6

Guideline #639 Not Applicable · Score: 0.0

Guideline #677 Neutral · Score: 0.0

Guideline #638 Violated High · Score: -13.7

Guideline #653 Adhered High · Score: 13.7

Guideline #676 Adhered Low · Score: 6.8

Guideline #665 Adhered High · Score: 13.7

Guideline #640 Neutral · Score: 0.0

Customer & Address Information: 12 guidelines · Score: 58.7

These 12 ‘Customer & Address Information’ guidelines are only available in Baymard Premium — they are based on our large-scale Cart & Checkout UX research study, and outline the 12 elements necessary to create a high-performing ‘Customer & Address Information’ implementation.

Premium also shows you why REI 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 #731 Adhered High · Score: 19.1

Guideline #566 Adhered Low · Score: 10.9

Guideline #567 Not Applicable · Score: 0.0

Guideline #565 Adhered High · Score: 19.1

Guideline #736 Issue Resolved · Score: 19.1

Guideline #561 Violated High · Score: -13.7

Guideline #558 Adhered High · Score: 13.7

Guideline #557 Violated Low · Score: -6.8

Guideline #560 Violated High · Score: -8.2

Guideline #573 Violated High · Score: -10.9

Guideline #562 Adhered High · Score: 8.2

Guideline #564 Adhered High · Score: 8.2

Gifting Flow & Features: 5 guidelines · Score: -1.4

These 5 ‘Gifting Flow & Features’ guidelines are only available in Baymard Premium — they are based on our large-scale Cart & Checkout UX research study, and outline the 5 elements necessary to create a high-performing ‘Gifting Flow & Features’ implementation.

Premium also shows you why REI 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 #647 Not Applicable · Score: 0.0

Guideline #650 Adhered High · Score: 13.7

Guideline #646 Violated Low · Score: -6.8

Guideline #649 Not Applicable · Score: 0.0

Guideline #645 Violated High · Score: -8.2

Shipping & Store Pickup: 11 guidelines · Score: 65.5

These 11 ‘Shipping & Store Pickup’ guidelines are only available in Baymard Premium — they are based on our large-scale Cart & Checkout UX research study, and outline the 11 elements necessary to create a high-performing ‘Shipping & Store Pickup’ implementation.

Premium also shows you why REI 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 #544 Adhered High · Score: 19.1

Guideline #547 Adhered High · Score: 16.4

Guideline #550 Adhered High · Score: 13.7

Guideline #543 Adhered High · Score: 13.7

Guideline #548 Violated High · Score: -10.9

Guideline #549 Adhered High · Score: 5.5

Guideline #632 Violated High · Score: -13.7

Guideline #633 Adhered High · Score: 13.7

Guideline #631 Violated High · Score: -13.7

Guideline #634 Adhered High · Score: 13.7

Guideline #635 Adhered High · Score: 8.2

Payment Flow & Methods (Incl. Third-Party): 8 guidelines · Score: 16.4

These 8 ‘Payment Flow & Methods (Incl. Third-Party)’ guidelines are only available in Baymard Premium — they are based on our large-scale Cart & Checkout UX research study, and outline the 8 elements necessary to create a high-performing ‘Payment Flow & Methods (Incl. Third-Party)’ implementation.

Premium also shows you why REI 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 #590 Adhered High · Score: 13.7

Guideline #671 Adhered Low · Score: 8.2

Guideline #617 Not Applicable · Score: 0.0

Guideline #615 Neutral · Score: 0.0

Guideline #616 Not Applicable · Score: 0.0

Guideline #672 Adhered Low · Score: 5.5

Guideline #586 Violated High · Score: -10.9

Guideline #589 Not Applicable · Score: 0.0

Credit Card Form: 10 guidelines · Score: 75.1

‘State of the Art’

These 10 ‘Credit Card Form’ guidelines are only available in Baymard Premium — they are based on our large-scale Cart & Checkout UX research study, and outline the 10 elements necessary to create a high-performing ‘Credit Card Form’ implementation.

Premium also shows you why REI 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 #582 Adhered High · Score: 19.1

Guideline #594 Adhered High · Score: 19.1

Guideline #587 Violated Low · Score: -9.6

Guideline #583 Issue Resolved · Score: 13.7

Guideline #588 Issue Resolved · Score: 13.7

Guideline #577 Neutral · Score: 0.0

Guideline #584 Adhered Low · Score: 6.8

Guideline #591 Adhered High · Score: 10.9

Guideline #585 Violated Low · Score: -4.1

Guideline #664 Adhered High · Score: 5.5

Order Review: 5 guidelines · Score: 41.0

These 5 ‘Order Review’ guidelines are only available in Baymard Premium — they are based on our large-scale Cart & Checkout UX research study, and outline the 5 elements necessary to create a high-performing ‘Order Review’ implementation.

Premium also shows you why REI 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 #552 Adhered High · Score: 19.1

Guideline #556 Violated High · Score: -16.4

Guideline #545 Adhered High · Score: 13.7

Guideline #551 Adhered High · Score: 13.7

Guideline #553 Adhered High · Score: 10.9

Order Confirmation & E-Mail: 4 guidelines · Score: -1.4

These 4 ‘Order Confirmation & E-Mail’ guidelines are only available in Baymard Premium — they are based on our large-scale Cart & Checkout UX research study, and outline the 4 elements necessary to create a high-performing ‘Order Confirmation & E-Mail’ implementation.

Premium also shows you why REI 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 #599 Violated Low · Score: -6.8

Guideline #596 Violated High · Score: -10.9

Guideline #598 Adhered High · Score: 8.2

Guideline #597 Adhered High · Score: 8.2

Form & Page Design: 10 guidelines · Score: 91.5

‘State of the Art’

These 10 ‘Form & Page Design’ guidelines are only available in Baymard Premium — they are based on our large-scale Cart & Checkout UX research study, and outline the 10 elements necessary to create a high-performing ‘Form & Page Design’ implementation.

Premium also shows you why REI 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 #606 Adhered High · Score: 13.7

Guideline #611 Violated High · Score: -13.7

Guideline #687 Adhered High · Score: 10.9

Guideline #613 Adhered High · Score: 8.2

Guideline #607 Adhered High · Score: 8.2

Guideline #608 Adhered High · Score: 8.2

Guideline #730 Adhered Low · Score: 9.6

Guideline #679 Issue Resolved · Score: 19.1

Guideline #668 Adhered High · Score: 13.7

Guideline #733 Adhered High · Score: 13.7

User Interactions & Distractions: 10 guidelines · Score: 95.6

These 10 ‘User Interactions & Distractions’ guidelines are only available in Baymard Premium — they are based on our large-scale Cart & Checkout UX research study, and outline the 10 elements necessary to create a high-performing ‘User Interactions & Distractions’ implementation.

Premium also shows you why REI 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 #696 Issue Resolved · Score: 19.1

Guideline #707 Adhered High · Score: 13.7

Guideline #609 Adhered High · Score: 13.7

Guideline #709 Not Applicable · Score: 0.0

Guideline #726 Adhered High · Score: 16.4

Guideline #714 Not Applicable · Score: 0.0

Guideline #727 Adhered High · Score: 19.1

Guideline #713 Adhered High · Score: 16.4

Guideline #657 Violated High · Score: -8.2

Guideline #699 Adhered High · Score: 5.5

Cross-Sells: 4 guidelines · Score: 0.0

These 4 ‘Cross-Sells’ guidelines are only available in Baymard Premium — they are based on our large-scale Cart & Checkout UX research study, and outline the 4 elements necessary to create a high-performing ‘Cross-Sells’ implementation.

Premium also shows you why REI 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 #581 Issue Resolved · Score: 19.1

Guideline #579 Violated High · Score: -13.7

Guideline #580 Violated High · Score: -13.7

Guideline #578 Adhered High · Score: 8.2

Validation Errors & Data Persistence: 10 guidelines · Score: 103.8

These 10 ‘Validation Errors & Data Persistence’ guidelines are only available in Baymard Premium — they are based on our large-scale Cart & Checkout UX research study, and outline the 10 elements necessary to create a high-performing ‘Validation Errors & Data Persistence’ implementation.

Premium also shows you why REI 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 #720 Adhered High · Score: 21.8

Guideline #723 Issue Resolved · Score: 21.8

Guideline #722 Neutral · Score: 0.0

Guideline #719 Adhered High · Score: 19.1

Guideline #721 Adhered High · Score: 16.4

Guideline #718 Violated High · Score: -16.4

Guideline #625 Adhered High · Score: 16.4

Guideline #626 Adhered High · Score: 16.4

Guideline #627 Adhered High · Score: 8.2

Guideline #629 Not Applicable · Score: 0.0

Field Labels & Microcopy: 7 guidelines · Score: 87.4

‘State of the Art’

These 7 ‘Field Labels & Microcopy’ guidelines are only available in Baymard Premium — they are based on our large-scale Cart & Checkout UX research study, and outline the 7 elements necessary to create a high-performing ‘Field Labels & Microcopy’ implementation.

Premium also shows you why REI 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 #686 Adhered High · Score: 21.8

Guideline #683 Adhered High · Score: 19.1

Guideline #681 Adhered High · Score: 13.7

Guideline #685 Adhered High · Score: 10.9

Guideline #694 Adhered High · Score: 13.7

Guideline #690 Not Applicable · Score: 0.0

Guideline #689 Adhered High · Score: 8.2

Field Design & Features: 8 guidelines · Score: 76.5

‘State of the Art’

These 8 ‘Field Design & Features’ guidelines are only available in Baymard Premium — they are based on our large-scale Cart & Checkout UX research study, and outline the 8 elements necessary to create a high-performing ‘Field Design & Features’ implementation.

Premium also shows you why REI 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 #674 Issue Resolved · Score: 19.1

Guideline #659 Adhered High · Score: 13.7

Guideline #669 Adhered High · Score: 13.7

Guideline #660 Adhered High · Score: 13.7

Guideline #658 Adhered High · Score: 8.2

Guideline #705 Not Applicable · Score: 0.0

Guideline #670 Neutral · Score: 0.0

Guideline #663 Issue Resolved · Score: 8.2

Default Values & Autocompletion: 8 guidelines · Score: 73.7

These 8 ‘Default Values & Autocompletion’ guidelines are only available in Baymard Premium — they are based on our large-scale Cart & Checkout UX research study, and outline the 8 elements necessary to create a high-performing ‘Default Values & Autocompletion’ implementation.

Premium also shows you why REI 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 #555 Adhered High · Score: 19.1

Guideline #554 Adhered High · Score: 16.4

Guideline #568 Issue Resolved · Score: 16.4

Guideline #576 Adhered High · Score: 13.7

Guideline #572 Not Applicable · Score: 0.0

Guideline #734 Not Applicable · Score: 0.0

Guideline #618 Not Applicable · Score: 0.0

Guideline #571 Adhered High · Score: 8.2

Mobile E-Commerce: 144 guidelines · Score: 573.4

Mobile Homepage, Navigation, & Search: 12 guidelines · Score: 17.7

These 12 ‘Mobile Homepage, Navigation, & Search’ guidelines are only available in Baymard Premium — they are based on our large-scale Mobile E-Commerce UX research study, and outline the 12 elements necessary to create a high-performing ‘Mobile Homepage, Navigation, & Search’ implementation.

Premium also shows you why REI 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 #209 Violated Low · Score: -15.8

Guideline #116 Issue Resolved · Score: 31.5

Guideline #130 Violated Low · Score: -11.8

Guideline #228 Adhered High · Score: 19.7

Guideline #210 Violated High · Score: -27.6

Guideline #211 Violated High · Score: -31.5

Guideline #229 Adhered Low · Score: 13.8

Guideline #230 Adhered High · Score: 27.6

Guideline #203 Violated High · Score: -23.6

Guideline #166 Not Applicable · Score: 0.0

Guideline #93 Adhered High · Score: 15.8

Guideline #91 Adhered High · Score: 19.7

Mobile Product Lists: 15 guidelines · Score: 7.9

These 15 ‘Mobile Product Lists’ guidelines are only available in Baymard Premium — they are based on our large-scale Mobile E-Commerce UX research study, and outline the 15 elements necessary to create a high-performing ‘Mobile Product Lists’ implementation.

Premium also shows you why REI 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 #90 Adhered High · Score: 31.5

Guideline #89 Adhered Low · Score: 13.8

Guideline #79 Violated Low · Score: -11.8

Guideline #233 Adhered High · Score: 19.7

Guideline #87 Violated High · Score: -19.7

Guideline #76 Adhered Low · Score: 11.8

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 Violated 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: 69.0

These 9 ‘Mobile Filtering & Sorting’ guidelines are only available in Baymard Premium — they are based on our large-scale Mobile E-Commerce UX research study, and outline the 9 elements necessary to create a high-performing ‘Mobile Filtering & Sorting’ implementation.

Premium also shows you why REI 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 #212 Adhered High · Score: 27.6

Guideline #221 Adhered High · Score: 27.6

Guideline #215 Adhered High · Score: 19.7

Guideline #222 Violated High · Score: -19.7

Guideline #68 Violated Low · Score: -9.9

Guideline #232 Adhered High · Score: 19.7

Guideline #219 Violated Low · Score: -7.9

Guideline #213 Neutral · Score: 0.0

Guideline #142 Adhered High · Score: 11.8

Mobile Product Page Layouts: 6 guidelines · Score: 45.3

These 6 ‘Mobile Product Page Layouts’ guidelines are only available in Baymard Premium — they are based on our large-scale Mobile E-Commerce UX research study, and outline the 6 elements necessary to create a high-performing ‘Mobile Product Page Layouts’ implementation.

Premium also shows you why REI 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 #111 Adhered High · Score: 27.6

Guideline #144 Violated Low · Score: -11.8

Guideline #154 Adhered Low · Score: 9.9

Guideline #149 Violated High · Score: -19.7

Guideline #234 Issue Resolved · Score: 19.7

Guideline #176 Adhered High · Score: 19.7

Mobile Product Descriptions, Specs, & Images: 13 guidelines · Score: 137.9

These 13 ‘Mobile Product Descriptions, Specs, & Images’ guidelines are only available in Baymard Premium — they are based on our large-scale Mobile E-Commerce UX research study, and outline the 13 elements necessary to create a high-performing ‘Mobile Product Descriptions, Specs, & Images’ implementation.

Premium also shows you why REI 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 #159 Not Applicable · Score: 0.0

Guideline #169 Violated High · Score: -15.8

Guideline #77 Not Applicable · Score: 0.0

Guideline #109 Adhered High · Score: 31.5

Guideline #110 Adhered High · Score: 27.6

Guideline #113 Adhered High · Score: 27.6

Guideline #112 Adhered 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 Not Applicable · Score: 0.0

Mobile Shopping Cart, Cost & Account: 10 guidelines · Score: 5.9

These 10 ‘Mobile Shopping Cart, Cost & Account’ guidelines are only available in Baymard Premium — they are based on our large-scale Mobile E-Commerce UX research study, and outline the 10 elements necessary to create a high-performing ‘Mobile Shopping Cart, Cost & Account’ implementation.

Premium also shows you why REI 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 #208 Adhered Low · Score: 9.9

Guideline #140 Adhered Low · Score: 5.9

Guideline #104 Adhered Low · Score: 15.8

Guideline #103 Not Applicable · Score: 0.0

Guideline #107 Not Applicable · Score: 0.0

Guideline #106 Not Applicable · Score: 0.0

Guideline #127 Violated High · Score: -19.7

Guideline #179 Adhered High · Score: 27.6

Guideline #180 Violated Low · Score: -13.8

Guideline #185 Violated High · Score: -19.7

Mobile Checkout Information: 15 guidelines · Score: 53.2

These 15 ‘Mobile Checkout Information’ guidelines are only available in Baymard Premium — they are based on our large-scale Mobile E-Commerce UX research study, and outline the 15 elements necessary to create a high-performing ‘Mobile Checkout Information’ implementation.

Premium also shows you why REI 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 #120 Not Applicable · Score: 0.0

Guideline #108 Adhered High · Score: 27.6

Guideline #168 Adhered High · Score: 23.6

Guideline #167 Violated High · Score: -23.6

Guideline #139 Violated Low · Score: -11.8

Guideline #150 Not Applicable · Score: 0.0

Guideline #205 Adhered High · Score: 19.7

Guideline #118 Adhered High · Score: 19.7

Guideline #194 Neutral · Score: 0.0

Guideline #192 Adhered High · Score: 7.9

Guideline #196 Violated High · Score: -7.9

Guideline #182 Adhered High · Score: 11.8

Guideline #193 Violated High · Score: -11.8

Guideline #161 Violated Low · Score: -7.9

Guideline #191 Adhered Low · Score: 5.9

Mobile Form Field Usability: 18 guidelines · Score: 193.1

These 18 ‘Mobile Form Field Usability’ guidelines are only available in Baymard Premium — they are based on our large-scale Mobile E-Commerce UX research study, and outline the 18 elements necessary to create a high-performing ‘Mobile Form Field Usability’ implementation.

Premium also shows you why REI 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 #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 Adhered 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 Low · Score: -15.8

Guideline #156 Adhered High · Score: 31.5

Guideline #160 Adhered High · Score: 27.6

Guideline #157 Adhered Low · Score: 11.8

Guideline #145 Adhered High · Score: 23.6

Guideline #171 Violated High · Score: -19.7

Guideline #184 Adhered High · Score: 15.8

Guideline #220 Not Applicable · Score: 0.0

Touch Keyboards: 5 guidelines · Score: 27.6

These 5 ‘Touch Keyboards’ guidelines are only available in Baymard Premium — they are based on our large-scale Mobile E-Commerce UX research study, and outline the 5 elements necessary to create a high-performing ‘Touch Keyboards’ implementation.

Premium also shows you why REI 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 #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 Low · Score: 3.9

Mobile Validation Errors: 7 guidelines · Score: 15.8

These 7 ‘Mobile Validation Errors’ guidelines are only available in Baymard Premium — they are based on our large-scale Mobile E-Commerce UX research study, and outline the 7 elements necessary to create a high-performing ‘Mobile Validation Errors’ implementation.

Premium also shows you why REI 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 #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 Adhered High · Score: 15.8

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, REI’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: Sports, Toys & Hobbies

Overall REI ranks 5 when comparing their e-commerce UX performance against the 59 other major US e-commerce sites in the benchmark, and is the best performing site in the Sports, Toys & Hobbies industry.