What are the top 40 UX improvements for your B2B Medical & Pharma e-commerce site? Is your UX performance falling behind McKesson, Medline, Henry Schein, Sigma Aldrich, Waters, Abcam, and Thermo Fisher?
Based on the findings from Baymard Institute’s 88,000+ hours of User Experience (UX) research, Baymard will conduct a UX audit of your B2B Medical & Pharma e-commerce site.
The in-depth B2B Medical & Pharma UX audit will be based on 500 weighted UX parameters uncovered during Baymard's large-scale UX testing of e-commerce websites. The UX audit will provide you with:
Learn more about our B2B Medical & Pharma UX audit analysis, deliverables, and costs in the 5 sections below:
A full UX analysis and assessment of your desktop and mobile websites — conducted every year by lead UX researchers at Baymard Institute, utilizing Baymard’s more than 88,000+ hours of large-scale UX research.
7 detailed UX scorecards with a total of 500 UX performance scoring parameters, used for direct UX performance comparison against 10 B2B Medical & Pharma e-commerce sites. In addition, you will also get a UX comparison to 185 general top-grossing US and European B2B and B2C sites, to benchmark how your site stacks up to general user expectations.
The auditors will write a detailed 120+ page report with 40 suggestions for UX improvement. Each suggestion includes a description of the identified user experience issue along with a proposed solution and 2–4 best practice examples from other B2B Medical and Pharma sites, and occasionally examples outside the industry for cross-industry inspiration.
A 2-hour video conference where we go over the audit results with you and your team, to discuss the findings and suggestions for improvements.
3 follow-up calls with your UX auditor after delivering the UX audit findings. For feedback on any redesigns you create, a light review of prototypes, questions, etc.
A detailed Year-Over-Year UX performance comparison to past audits – documenting your UX progress, and showing how you stack up to the competition and to user’s increasing expectations, every year.
Your whole organization gets annual complimentary access to Baymard Premium with full access to Baymard’s 88,000+ hours of UX research findings, UX certification, etc. (normally $2600/year).
The audit will cover the following areas of your online user experience:
Homepage — The homepage structure, design, carousels, personalization, and promotions.
Category Taxonomy — The overall e-commerce category structure and taxonomy, includes the common issue of “over-categorization”, information architecture, catalog breadth, category redundancy, overly deep or shallow categories, industry-specific naming, etc.
Main Navigation — The main e-commerce navigation design, mega drop-down menus, product navigation and its visual hierarchy, courtesy non-product navigation, etc.
Intermediary Category Pages — How deep in the site hierarchy “Intermediary Category” pages are used (vs. using a product listing page), how the category pages are structured and what content they contain, incl. inspirational paths, featured products, and curated content, etc.
Site-Wide Layout — Site-wide layouts, footers, newsletter dialogs, ad positioning, and return policy links, etc.
Query Types — The level of compliance with 12 different overarching types of search queries that users make on e-commerce sites, all vital for your search engine to support (Exact, Product Type, Feature, Thematic, Relational, Compatibility, Symbol, Subjective, Symptom, Implicit, Non-Product, and Natural Language). How and what product data is actually searched.
Search Form & Logic — The design and behavior of the search field itself, query persistence, manual and automatic search scope selection, special characters, etc.
Autocomplete — How the autocomplete feature (“predictive search”) should be designed, the types of suggestions it should make, keyboard behavior support, suggesting scopes and products, etc.
Results Logic & Guidance — How to guide users toward better paths on the results page, including suggesting alternate queries, scopes, “No results” pages, misspellings, etc.
Results Layout — The layout and features of the search results page, such as dynamic list layouts, the search results information, search snippets, pagination, etc.
Results Filtering & Sorting — Filtering and sorting of search results, including essential filtering types, faceted search, the design and logic for long lists of filters, filter naming, dynamic sorting, etc.
List Layout — The design and features of the overall layout of the product list, includes “list” vs. “grid” layouts, product data consistency, post-processing vendor-supplied data, “responsive upscaling” of product lists, etc.
Loading Products — The loading schema for new items loaded into the product list, number of products displayed by default, etc.
List Items: What Information to Include — The type and amount of product attributes to include in each list item, product variations in list items, user ratings averages in list items, etc.
List Items: User Interface — The styling and display of the included information such a price, product specifications, variations, units, etc.
List Items: Product Thumbnails — The type of product thumbnails in each list item, what they depict, their size, hover-enabled thumbnails, showing packaging, etc.
List Items: Hover & Hit Areas — The list item’s click behavior, hover effect synchronization, “quick view” features, dynamic amount of content on hover, etc.
List Items: Personalization — Context-aware thumbnails, personalized list item and product attributes, highlighting of items, etc.
Filtering: Available Filters — The type, amount, and specificity of filters users need, incl. thematic filters, product-specific filters, compatibility filters, symptom filters, product status filters, user-defined filters, price filters, etc.
Filtering: Scope & Logic — Filtering logic, scope, and naming schemas, such as over-categorization, mutually exclusive filtering values and non-exclusive values (“AND” “OR” logics), filtering tooltips, filter names, filter value consistency, dynamically renaming filters, etc.
Filtering Interface & Layout — Filtering type’s and filtering value’s styling, placement, filter truncation, incl. handling filtering values with 0 matches, filter value checkbox and link styling, the display sequence for filtering values, slider interfaces, etc.
Filtering: Applying & Applied Filters — “Apply” buttons and live updating as filters are applied, the position and styling for applied filtering values, browser history, filter and sorting persistence, etc.
Sorting — The default sort type, diversity in sorting logic, the sorting interface and scope, alphabetical sorting, category-specific sort types, sorting directions, sorting naming, the scope of the sorting tool, labeling of the sorting interface, dead-end sorting options, logic for customer rating sorting, etc.
Comparison Tool — When to have a comparison feature, the design and placement of the “compare” link, the view and features of the comparison page, product data consistency, inline help options, etc.
Product Page Layouts — “Horizontal Tabs”, “Sticky TOCs”, “Collapsed Sections”, “One Long Page”, etc.
Product Images — How users inspect product images, the 7 different image types e-commerce sites need, number of images, etc.
Image Gallery User Interface — Image gallery design, image navigation, methods of zoom, carousels, overlays, default image and size, etc.
The “Buy” Section — Design and position of elements such as “Add to Cart” button, prices and discounts, quantity field, etc.
Shipping and Returns — Shipping and returns information at the product page, “Free Shipping” tiers, and “Find in Store” features.
Product Variations — Selecting color and size variations, content across variations, product customizations and personalizations.
Product Description — Product information and descriptions, the type of content needed, text styling, sub-titles, product headlines, etc.
Product Specifications Sheet — Spec sheet layout, specs in tables vs. product descriptions, help features, post-processing of vendor data, etc.
Auxiliary Content — Q&A/FAQs, social media tools, and expert-generated content.
Cross-Sells & Cross-Navigation — Cross-sells design, placement, and logic, cross-navigation elements, “Recently Viewed Products”, etc.
Shopping Cart & “Added to Cart” Behavior — Shopping cart design, quantity, and save features, as well as the page-response when users add products to the cart (drop-down cart, etc.)
Account Selection & Creation — Account selection designs and communication, “Delayed Account Creation”, password rules, etc.
Customer & Address Information — Privacy concerns, shipping addresses, billing addresses, international addresses, phone fields, address auto-detection techniques, etc.
Shipping — Shipping interface design and information hierarchy, shipping descriptions, order cut-off times, along with omni-channel features such as Store Pickup, Store Availability, and Ship to Store.
Payment Flow & Methods (includes Third-Party) — The payment methods interface, how to integrate and display third-party payment options, PO orders, international currencies, etc.
Credit Card Form — The credit card field design and its validation logic and formatting, along with the expiration date, security code, and cardholder name inputs, field sequence, card icons, and card type selection.
Order Review — Review step design, “Place Order” button placement, and necessary review data, along with its editing flow.
Order Confirmation & E-Mail (to the extent it’s possible to access this) — The information and actions needed on the order confirmation page, along with the order confirmation e-mail.
Checkout Page Design — Checkout process steps, “Enclosed Checkout” designs, order summary sidebars, and how to design and position the cart link in the site-wide header.
User Attention & Interactions — Load indicators, feedback on user actions, the use of overlays, feedback requests, introduction of site-specific features, and embedded content from third-parties.
Cross-Sells — Active vs. passive cross-selling, adapting cross-sells to user context, and pitfalls of specific placements and wording.
Form Design & Features — How to design and position the primary button, “Apply” buttons, minimizing form intimidation, multi-column layouts, tabbing flows, CAPTCHAs, back-button and enter-keystroke behavior.
Validation Errors & Data Persistence — How to design and position error messages, how to word them, and persisting data in non-secure and secure form fields, along with inline validation.
Address Validators — When address validations are necessary, “Force-Proceeding” through address validators, along with address validator design and logic.
Field Labels & Microcopy — Marking optional and required fields, field label position, tooltips, and optimizing microcopy and descriptions.
Field Design & Features — How to match the type of interface with the input type, drop-downs and radio button implementations, input masks and character restrictions, custom designed input fields, etc.
Default Values & Autocompletion — Intelligent form features, including inferred selections, pre-fills, auto-fills, and personalization of the checkout flow.
‘My Account’ Sign-In — Account sign in, including password reset and account lockouts, “Soft” sign in, automatic sign out, and where users should be sent after signing in.
‘My Account’ Drop-Down — Placement of the “My Account” drop-down menu, account features to include, how the “My Account” drop-down should be structured and styled, personalization, and what “My Account” drop-down implementations should be avoided.
‘My Account’ Dashboard — Providing paths to all ‘My Account’ features, highlighting recent orders, limiting ads, and using icons; dashboard designs that use a sidebar or “Cards “for navigation.
‘My Account’ Stored Addresses, Cards, and Newsletters — Credit card updating flow, default addresses, editing vs. adding a new address, newsletter frequency and “unsubscribe “, confirmations, and ‘Apply’ buttons.
Mobile Basics — Content and structure of mobile site vs. desktop site, size and spacing of hit areas, multiple hit-areas within the same visual element, font-sizes, landscape mode, bugs and quirks vulnerable to the mobile platform, auto-zoom, etc.
Mobile Site Homepage & Main Navigation — Main navigation design and logic, double-hit area issues, homepage structure and design, auto-rotating carousels, etc.
Mobile Search — User’s crossover from category navigation to search, search scopes, misspellings and synonyms, search query support, “No results” pages, Faceted Search filters, etc.
Mobile Product Lists — List item size, product thumbnail size relative to product type, amount of product attributes in list items, hit areas within the product list, separation of list items, pagination vs. load more vs. endless scrolling, visual indicators, product variations, list item interactions on a touch screen, etc.
Mobile Filtering & Sorting — Styling and position of both “filter” and “Sort” options, sort types, “apply” buttons vs. auto-applying filtering values, the display of applied filters, information scent, product status, filtering interface, etc.
Mobile Cross-Navigation & Compatibility — Interlinking of compatibility-dependent products, cross-sells, list item consistency, etc.
Mobile Product Page Layouts — Product page structure, sub–product pages, collapsed product page sections, user reviews, “add to cart” button placement, “Store Pickup”, etc.
Mobile Product Images — Product image size, product image zoom levels, image ambiguity, touch gestures in the image gallery, etc.
Mobile Product Descriptions, Specs, & Compatibility — Division of product info between description and spec list, styling of product description, amount and level of specs included, product compatibility information and relationships, etc.
Mobile Shopping Cart — Cost estimates, number and placement of “checkout” buttons, saving mobile carts, picking up mobile carts on desktop devices, etc.
Mobile Checkout Steps — Account creation, shipping and billing addresses, shipping methods, “Store Pickup”, payment, order review, linear checkout flows, mobile process steps, etc.
Mobile Checkout UX — Optional vs. required fields, minimizing number of fields, form field label placement in smartphone portrait and landscape modes, inline labels, floating labels, grouping checkout info for mobile overview, field context, location detection, touch keyboard auto-correct, optimized keyboards, auto-capitalization, etc.
In addition to auditing your site UX and comparing it to 10 large B2B Medical & Pharma e-commerce sites in our benchmark database (McKesson, Allegro Medical, Medline, Henry Schein, Sigma Aldrich, Waters, Abcam, Bound Tree Medical, Thermo Fisher, and Cole Parmer), we can also expand the project scope to include a custom competitive audit against any local or direct B2B competitor(s) you’d like. This is available for sites in most countries and languages.
Most commonly, our UX audit services are used by:
Even the smallest improvement in conversion rate for any site with significant sales will lead to a notable return on investment. For example, an improvement from 3.1% to 3.6% in conversion rate for a site with $50,000,000 annual sales will yield $8,060,000 extra sales every year.
An annual B2B Medical & Pharma UX audit (desktop and mobile web) across all 7 audit focus areas cost $12,700 (USD) per year.
An annual B2B Medical & Pharma UX audit includes:
A full UX review and analysis by Baymard’s team of UX researchers of both your desktop and mobile websites.
7 detailed UX performance scorecards with a total of 500 review parameters, and with performance comparison against 11 leading B2B Medical & Pharma sites, along with a general comparison to 185 top-grossing US, European, and International e-commerce sites.
A 120+ page audit report with 40 prioritized suggestions for UX improvements. Each explain the identified UX issue, the suggested change, and show 2–4 best practice implementation examples from other B2B e-commerce sites.
A 2-hour video conference with you and your team to discuss the audit results.
3 follow-up calls with your UX auditor. Useful for follow-up questions or feedback on your redesigns or prototypes.
Reach out below to discuss your needs or request a UX audit of your B2B Medical & Pharma site. (PS client audits are strictly confidential and will not be included in Baymard’s public UX benchmark database).
Refund Policy: In the event that we’re unable to provide 40 suggestions for improvements we’ll still complete the audit and leave it up to you if you want a refund.
Lead time: A typical full site audit takes around 17-25 work days - depending on time of year, project scope and auditor availability.
Confidential: All client-specific audits and UX scorecards are strictly confidential; they are not included in Baymard’s public benchmark databases or shared with anyone else (NDA is possible).
Unbiased: As Baymard does not offer any kind of design or development services or sell e-commerce technology, the UX audit will always be a completely unbiased analysis of your site, and not an indirect “sales pitch” for other services. At Baymard our specialization is the UX audit.
“I’m reviewing the report this morning and I am delighted. The recommendations are detailed and our resulting actions are clear. I’m excited to share this with the rest of the team!”
“Baymard recently did a UX audit of our new e-commerce Website. We were very pleased with the results. The report and live review of the findings validated our approach to user experience, and also, we learned a lot about best practices for e-commerce UX. We believe Baymard’s work will help us increase revenue and user satisfaction.”
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