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. Notably, their UX is hampered by poor On-Site Search, although this is allieviated somewhat by good Homepage & Category and decent Product Page.

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. Some of REI’s biggest on-site search usability issues are due to 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 mediocre. Notably, REI’s checkout performance is hampered by poor Credit Card Form and Field Design & Features, although this is helped somewhat by state of the art Cross-Sells and good Shipping & Store Pickup.

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: 16 of 60

Usability Score: 537

URL: REI.com


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Poor
Acceptable
Good

REI's E-Commerce UX: 577 guidelines · Comparative score: 537.0

Homepage & Category: 61 guidelines · Score: 894.4

Homepage: 15 guidelines · Score: 111.5

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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: -11.9

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: 291.8

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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 Not Applicable · Score: 0.0

Guideline #268 Adhered High · Score: 28.5

Guideline #259 Adhered High · Score: 38.0

Guideline #282 Adhered High · Score: 23.7

Guideline #286 Adhered High · Score: 23.7

Guideline #274 Not Applicable · Score: 0.0

Guideline #251 Adhered Low · Score: 11.9

Guideline #278 Adhered High · Score: 19.0

Guideline #277 Issue Resolved · Score: 19.0

Guideline #318 Issue Resolved · Score: 14.2

Main Navigation: 16 guidelines · Score: 298.9

‘State of the Art’

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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 High · Score: 23.7

Guideline #288 Violated Low · Score: -14.2

Guideline #303 Adhered High · Score: 28.5

Guideline #298 Issue Resolved · Score: 28.5

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: 19.0

Guideline #296 Adhered High · Score: 19.0

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: 85.4

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Guideline #307 Adhered High · Score: 38.0

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: 10 guidelines · Score: 106.8

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Guideline #279 Adhered High · Score: 23.7

Guideline #258 Issue Resolved · Score: 38.0

Guideline #252 Adhered High · Score: 23.7

Guideline #250 Adhered Low · Score: 9.5

Guideline #293 Violated High · Score: -19.0

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: 19.0

On-Site Search: 49 guidelines · Score: 164.5

Search Query Types: 12 guidelines · Score: 107.4

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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: 26.9

Guideline #398 Not Applicable · Score: 0.0

Search Form & Logic: 10 guidelines · Score: 3.4

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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

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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

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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

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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: 94 guidelines · Score: 436.8

List Layout: 7 guidelines · Score: 72.8

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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 Not Applicable · Score: 0.0

Guideline #862 Adhered High · Score: 37.7

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 High · Score: -32.4

Guideline #505 Adhered High · Score: 16.2

List Items: Product Info & Thumbnails: 16 guidelines · Score: 70.1

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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 Not Applicable · Score: 0.0

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 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: 21.6

Guideline #462 Not Applicable · Score: 0.0

List Items: Interface & Hit Areas: 10 guidelines · Score: -53.9

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Guideline #448 Violated High · Score: -37.7

Guideline #528 Not Applicable · Score: 0.0

Guideline #452 Adhered High · Score: 27.0

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: -27.0

Guideline #529 Issue Resolved · Score: 32.4

Guideline #530 Violated Low · Score: -8.1

Guideline #526 Not Applicable · Score: 0.0

List Items: Personalization: 5 guidelines · Score: -32.4

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Guideline #480 Violated High · Score: -37.7

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: 91.7

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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: 27.0

Guideline #416 Violated High · Score: -27.0

Guideline #415 Violated High · Score: -27.0

Filtering: Scope & Logic: 14 guidelines · Score: 226.5

‘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 Adhered High · Score: 10.8

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: 37.7

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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 Violated Low · Score: -13.5

Guideline #467 Adhered High · Score: 27.0

Guideline #475 Violated High · Score: -27.0

Guideline #479 Adhered Low · Score: 13.5

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: 102.5

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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 Adhered High · Score: 27.0

Guideline #509 Violated High · Score: -27.0

Guideline #521 Adhered High · Score: 27.0

Guideline #517 Adhered 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: -45.8

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Guideline #495 Adhered High · Score: 37.7

Guideline #496 Violated High · Score: -27.0

Guideline #497 Violated Low · Score: -18.9

Guideline #499 Violated High · Score: -16.2

Guideline #498 Violated High · Score: -21.6

Product Page: 95 guidelines · Score: 790.5

Product Page Layout: 8 guidelines · Score: 20.7

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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’

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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

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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

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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

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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 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

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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

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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

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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 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

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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

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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: 27.6

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Guideline #807 Violated High · Score: -24.2

Guideline #788 Adhered High · Score: 20.7

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

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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: 362.5

Shopping Cart & “Added to Cart” Behavior: 10 guidelines · Score: 5.8

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Guideline #601 Violated High · Score: -14.6

Guideline #600 Issue Resolved · Score: 14.6

Guideline #602 Issue Resolved · Score: 14.6

Guideline #603 Violated High · Score: -14.6

Guideline #732 Violated High · Score: -20.4

Guideline #620 Adhered High · Score: 14.6

Guideline #623 Adhered Low · Score: 7.3

Guideline #622 Violated High · Score: -14.6

Guideline #673 Adhered Low · Score: 7.3

Guideline #624 Adhered High · Score: 11.6

Account Selection & Creation: 9 guidelines · Score: 23.3

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Guideline #637 Adhered High · Score: 20.4

Guideline #652 Violated Low · Score: -10.2

Guideline #639 Not Applicable · Score: 0.0

Guideline #677 Violated High · Score: -20.4

Guideline #638 Adhered High · Score: 14.6

Guideline #653 Adhered High · Score: 14.6

Guideline #676 Neutral · Score: 0.0

Guideline #665 Not Applicable · Score: 0.0

Guideline #640 Adhered Low · Score: 4.4

Customer & Address Information: 12 guidelines · Score: -20.4

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Guideline #731 Violated Low · Score: -10.2

Guideline #566 Violated High · Score: -23.3

Guideline #567 Not Applicable · Score: 0.0

Guideline #565 Adhered Low · Score: 10.2

Guideline #736 Issue Resolved · Score: 20.4

Guideline #561 Violated High · Score: -14.6

Guideline #558 Adhered High · Score: 14.6

Guideline #557 Violated High · Score: -14.6

Guideline #560 Neutral · Score: 0.0

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: -1.5

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Guideline #647 Not Applicable · Score: 0.0

Guideline #650 Adhered High · Score: 14.6

Guideline #646 Violated Low · Score: -7.3

Guideline #649 Not Applicable · Score: 0.0

Guideline #645 Violated High · Score: -8.7

Shipping & Store Pickup: 11 guidelines · Score: 74.3

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Guideline #544 Adhered High · Score: 20.4

Guideline #547 Adhered High · Score: 17.5

Guideline #550 Adhered High · Score: 14.6

Guideline #543 Adhered High · Score: 14.6

Guideline #548 Violated Low · Score: -5.8

Guideline #549 Violated Low · Score: -2.9

Guideline #632 Adhered High · Score: 14.6

Guideline #633 Violated High · Score: -14.6

Guideline #631 Adhered High · Score: 14.6

Guideline #634 Violated Low · Score: -7.3

Guideline #635 Adhered High · Score: 8.7

Payment Flow & Methods (Incl. 3rd-Party): 8 guidelines · Score: -10.2

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Guideline #590 Violated Low · Score: -7.3

Guideline #671 Neutral · Score: 0.0

Guideline #617 Not Applicable · Score: 0.0

Guideline #615 Violated High · Score: -14.6

Guideline #616 Not Applicable · Score: 0.0

Guideline #672 Adhered Low · Score: 5.8

Guideline #586 Adhered Low · Score: 5.8

Guideline #589 Not Applicable · Score: 0.0

Credit Card Form: 10 guidelines · Score: -11.6

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Guideline #582 Violated High · Score: -20.4

Guideline #594 Violated High · Score: -20.4

Guideline #587 Violated High · Score: -20.4

Guideline #583 Adhered High · Score: 14.6

Guideline #588 Issue Resolved · Score: 14.6

Guideline #577 Neutral · Score: 0.0

Guideline #584 Adhered Low · Score: 7.3

Guideline #591 Adhered High · Score: 11.6

Guideline #585 Violated Low · Score: -4.4

Guideline #664 Adhered High · Score: 5.8

Order Review: 5 guidelines · Score: -18.9

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Guideline #552 Violated High · Score: -20.4

Guideline #556 Violated High · Score: -17.5

Guideline #545 Violated 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: 10.2

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Guideline #599 Violated High · Score: -14.6

Guideline #596 Adhered High · Score: 11.6

Guideline #598 Adhered High · Score: 8.7

Guideline #597 Adhered Low · Score: 4.4

Form & Page Design: 10 guidelines · Score: 56.8

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Guideline #606 Violated Low · Score: -7.3

Guideline #611 Violated High · Score: -14.6

Guideline #687 Adhered High · Score: 11.6

Guideline #613 Issue Resolved · Score: 8.7

Guideline #607 Adhered Low · Score: 4.4

Guideline #608 Adhered High · Score: 8.7

Guideline #730 Adhered Low · Score: 10.2

Guideline #679 Issue Resolved · Score: 20.4

Guideline #668 Neutral · Score: 0.0

Guideline #733 Adhered High · Score: 14.6

User Interactions & Distractions: 10 guidelines · Score: 75.7

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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 Violated High · Score: -20.4

Guideline #713 Adhered High · Score: 17.5

Guideline #657 Violated High · Score: -8.7

Guideline #699 Adhered High · Score: 5.8

Cross-Sells: 4 guidelines · Score: 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: -4.4

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Guideline #720 Adhered High · Score: 23.3

Guideline #723 Violated High · Score: -23.3

Guideline #722 Violated High · Score: -20.4

Guideline #719 Violated Low · Score: -10.2

Guideline #721 Neutral · Score: 0.0

Guideline #718 Violated High · Score: -17.5

Guideline #625 Adhered High · Score: 17.5

Guideline #626 Adhered High · Score: 17.5

Guideline #627 Adhered High · Score: 8.7

Guideline #629 Not Applicable · Score: 0.0

Field Labels & Microcopy: 7 guidelines · Score: 43.7

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Guideline #686 Violated Low · Score: -11.6

Guideline #683 Adhered High · Score: 20.4

Guideline #681 Neutral · Score: 0.0

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: -13.1

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Guideline #674 Violated High · Score: -20.4

Guideline #659 Adhered Low · Score: 7.3

Guideline #669 Violated High · Score: -14.6

Guideline #660 Adhered High · Score: 14.6

Guideline #658 Neutral · Score: 0.0

Guideline #705 Not Applicable · Score: 0.0

Guideline #670 Violated High · Score: -8.7

Guideline #663 Issue Resolved · Score: 8.7

Default Values & Autocompletion: 8 guidelines · Score: 74.3

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Guideline #555 Adhered High · Score: 20.4

Guideline #554 Adhered High · Score: 17.5

Guideline #568 Issue Resolved · Score: 17.5

Guideline #576 Adhered High · Score: 14.6

Guideline #572 Not Applicable · Score: 0.0

Guideline #734 Violated Low · Score: -4.4

Guideline #618 Not Applicable · Score: 0.0

Guideline #571 Adhered High · Score: 8.7

Mobile E-Commerce: 144 guidelines · Score: 573.4

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

Guidelines are only available in Baymard Premium — get full access today.

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

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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

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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

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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

Guidelines are only available in Baymard Premium — get full access today.

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

Guidelines are only available in Baymard Premium — get full access today.

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

Guidelines are only available in Baymard Premium — get full access today.

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

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Guideline #186 Adhered High · Score: 27.6

Guideline #190 Adhered High · Score: 23.6

Guideline #121 Adhered High · Score: 19.7

Guideline #183 Adhered High · Score: 27.6

Guideline #189 Adhered High · Score: 19.7

Guideline #128 Violated High · Score: -15.8

Guideline #187 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

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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 Low · Score: 3.9

Mobile Validation Errors: 7 guidelines · Score: 15.8

Guidelines are only available in Baymard Premium — get full access today.

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.

To read each guideline and review your own sites, you’ll need to get full access.




Industry Comparison: Sporting Goods

Overall REI ranks 16 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 Sporting Goods industry.

Poor
Acceptable
Good