REI UX Case Study
This is a case study of REI’s e-commerce user experience (UX) performance. It’s based on an exhaustive performance review of 241 design elements. 250 other sites have also been benchmarked for a complete picture of the e-commerce UX landscape.
REI’s overall e-commerce UX performance is decent. This is especially thanks to perfect Accounts & Self-Service and perfect Accounts & Self-Service UX performances, but REI is impeded by mediocre Mobile On-Site Search.
First benchmarked in April 2012, and reviewed 26 times since then, most recently in August 2023.
Performance: 53.4Decent
URL: rei.com
UX Award Winner (see all):
Sports Gear & EquipmentTop 1%
Mobile UX OverallTop 1%
Desktop Web
252 Guidelines · Performance:
Homepage & Category Navigation
29 Guidelines · Performance:
On-Site Search
23 Guidelines · Performance:
Product Lists & Filtering
51 Guidelines · Performance:
Product Page
60 Guidelines · Performance:
Cart & Checkout
71 Guidelines · Performance:
Accounts & Self-Service
18 Guidelines · Performance:
Mobile Web
251 Guidelines · Performance:
To learn how we calculate our performance scores and read up on our evaluation criteria and scoring algorithm head over to our Methodology page.
The scatterplot you see above is the free version we make public to all our users. If you wish to dive deeper and learn about each guideline and even review your own site you’ll need to get premium access.
REI’s Desktop Web E-Commerce Design
29 pages of REI’s e-commerce site, marked up with 365 best practice examples:
REI’s Mobile Web E-Commerce Design
24 pages of REI’s e-commerce site, marked up with 296 best practice examples:
Explore Other Research Content
Every week, we publish a new article on how to build “state of the art” e-commerce experiences — here’s 5 popular ones:
Drop-Down Usability: When You Should (and Shouldn’t) Use Them
Format the “Expiration Date” Fields Exactly the Same as the Physical Credit Card (72% Don’t)
PDP UX: Core Product Content Is Overlooked in ‘Horizontal Tabs’ Layouts (Yet 28% of Sites Have This Layout)
Form Field Usability: Avoid Extensive Multicolumn Layouts (16% Make This Form Usability Mistake)
Form Usability: Getting ‘Address Line 2’ Right
See all 401 articles in the full public archive.