What are the top 30 UX improvements for your Digital Subscriptions sales site? How does your UX performance compare to Slack, Adobe, Microsoft Teams, Dropbox, Norton, Netflix?
Based on the findings from Baymard Institute’s 110,000+ hours of User Experience (UX) research, Baymard will conduct a UX audit of the sales site for your SaaS or Digital Subscription service.
The in-depth digital subscription sales site UX audit will be based on 350+ weighted UX parameters uncovered during our large-scale UX testing of both SaaS and Digital Subscriptions sites. The UX audit will provide you with:
Learn more about our SaaS & Digital Subscriptions UX audit analysis, deliverables, and costs in the 5 sections below:
A full UX analysis and assessment of your desktop and mobile sales websites — conducted every year by lead UX researchers at Baymard Institute, utilizing Baymard’s more than 110,000+ hours of large-scale UX research.
6 detailed UX scorecards with a total of 350+ UX performance scoring parameters, used for direct UX performance comparison against 20 SaaS & Digital Subscriptions websites. In addition, you will also get a UX comparison to 197 general top-grossing US and European e-commerce sites, to benchmark how your site stacks up to general user expectations.
The auditors will write a detailed 120+ page report with 30 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 and B2C SaaS & Digital Subscriptions sales sites.
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.
12 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 110,000+ 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 site structure and taxonomy, includes the common issue of “over-categorization”, information architecture, 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.
Site-Wide Layout — Site-wide layouts, footers, newsletter dialogs, ad positioning, etc.
“Features”-pages — The layout and structure of “feature” pages, how feature sub-pages are interlinked, how they collectively “sell” the service, etc.
Feature Descriptions — The language and jargon used to describe the features, etc.
Visuals and Video - What visuals are present, where they are present, how visuals and descriptions intersect, along with a series of usability pitfalls when if using videos on sales pages.
“Case Study/Customers”-pages — When to use “case study” pages on the sales site (sometimes also referred to as “Customers” pages), how to structure them, when to sub-section the case study collections into sub-pages, and how to interlink the rest of the sales sites with the case study pages. (Audited if applicable)
“Industry”-pages — When and how to use “industry” pages to describe the use cases from a particulars industry’s viewpoint. (Audited if applicable)
“App Integrations”-pages — When and how to “App Integrations” pages, when to create a directory of integrations pages, making it searchable, how to interlink the rest of the sales site with the app integrations pages. (Audited if applicable)
Plan Matrix layout — the length of the matrix (amount of features included, incl. feature truncation), the width of the matrix (how 5+ different plans are displayed), the overall layout and structure of the matrix, etc.
Feature’s in the matrix — feature descriptions and explanations, how the plan matrix is interlinked with the rest of the sales site, increasing feature scannability, etc.
Page interactions — how pages are interlinked, integrated FAQs and live chat on the plan matrix page, pricing and CTAs, collapsible sections, etc.
Overall layout and flow — The overall process and layout for the account signup flow.
Customer Information fields — design, flow, and usability of fields such as email, customer name, address, billing address, phone, international addresses, address auto-detection techniques, privacy concerns, etc.
Payment Flow & Methods (includes Third-Party) — The payment methods interface, how to integrate and display third-party payment options, international currencies, coupon codes, 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.
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.
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.
Field Labels & Microcopy — Marking optional and required fields, field label position, tooltips, and optimizing microcopy and descriptions.
Field Design & Input Optimization — 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. Incl. intelligent form features, including inferred selections, pre-fills, auto-fills, and personalization of the checkout flow.
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 “Features” Pages - The design and content of the mobile “Features”-, “Case Study”-, “Integrations”-, and “Industry”- pages,
Mobile Sign-Up & Checkout UX — 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, touched optimized keyboards, auto-capitalization, etc.
In addition to auditing your site UX and comparing it to 20 large B2C and B2B SaaS and subscription sites in our benchmark database (Zoom, Slack, Basecamp, Firebase, Xero, ZenDesk, Box, Shopify, Adobe, Microsoft Teams, Netflix, HBO Max, Apple Music, Dropbox, Norton, McAfee, Avast, Grammarly, Evernote, and Code Academy), we can also expand the project scope to include a custom competitive UX audit against any local or direct competitor(s) you’d like. This is available for sites in most countries and languages.
Most commonly, our UX audit services are used by:
An annual SaaS & Digital Subscriptions UX audit (desktop and mobile web) across all 6 audit focus areas cost $12,700 (USD) per year.
An annual ‘SaaS & Digital Subscriptions UX audit’ includes:
A full UX review and analysis by Baymard’s team of UX researchers of both your desktop web and mobile web sales site.
6 detailed UX performance scorecards with a total of 350+ review parameters, and with performance comparison against 20 leading B2B and B2C SaaS & Digital Subscriptions sites.
A 120+ page audit report with 30 prioritized suggestions for UX improvements. Each explain the identified UX issue, the suggested change, and show 2–4 best practice implementation examples from other SaaS & Digital Subscriptions sites.
A 2-hour video conference with you and your team to discuss the audit results.
12 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 SaaS & Digital Subscriptions sales site. (PS client audits are strictly confidential and will not be included in Baymard’s public UX benchmark database).
Talk to UX auditor Laura about your goals and discuss Baymard’s UX research methodology.
Subscriptions Audit Price
Refund Policy: In the event that we’re unable to provide 30 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 just wanted to take a minute to thank you for the amazing work on this audit. You should know that this has been very well received internally and there’s a lot of excitement around adopting the ideas you have shared.”
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“Intelligent, consumer-focused insights that are clear and actionable. The team in the room really loved the way the Baymard Institute highlighted the optimizations in the various user experience elements (copy, layout, design, calls-to-action…), from the perspective of consumer struggles. Baymard’s Usability research really complements our other existing research tools.”
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“First off, thank you. This was the most engrossed I’ve ever been in a 2-hour meeting. This [audit presentation] was incredibly insightful and very helpful. Many, many thanks.”
“We found the audits extremely helpful and validated a number of changes we have been wanting to make or are in the process of making, so thank again for all the great insights.”
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“Every day of the training was accompanied by a list of discoveries that I could directly design solutions for into my site. I was able to bring these designed solutions home with me and kickoff multiple optimization projects that I am confident will affect the site in a positive way, both in usability and conversion. Being able to have Christian and Lauryn from Baymard Institute look over my shoulder and give me feedback and direction based on the 28,000 hours of independent research that their organization has done was incredibly helpful.”
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“Wanted to thank you again for the checkout audit and walking us through the process. It was super helpful and we can’t wait to apply the changes to our checkout for a better user experience.”
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“[Wanted to] say thanks, because we had a meeting yesterday everyone’s really excited about this. It’s really got everyone motivated and interested in what we’re going to tackle next so it’s been really invaluable, I think.”
“I was able to bring these designed solutions home with me and kickoff multiple optimization projects that I am confident will affect the site in a positive way, both in usability and conversion.”
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“Thanks again for the great work on our checkout project. Our whole group found it incredibly insightful. We’re applying the suggestions you provided to our new checkout design which launches at the end of the month! One of my colleagues was also interested in your group’s competitive expertise with regard to responsive web and native apps.”
“I can confirm that the list was fully implemented. Every time we put up a change we either A/B test or we watch it very closely to determine that it’s doing better and not the opposite. So I can confirm that these fixes have improved our checkout. Thanks for everything.”
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“We implemented “E-Commerce Checkout Usability” guide for all our stores and saw doubling of checkout conversion rates. We will soon work on implementation of other usability guidelines. Thank you Christian and Jamie for your excellent work!”
“The walkthrough today was great. The report was very, very well done and loaded with great opportunities for us to improve our business. I wanted to again express my appreciation for working with us on such a condensed time frame last month. You and your team have been amazing partners to us and we very much appreciate the work, expertise and partnership.”
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“We implemented this [1 of the 15 audit suggestions] and since then we’ve had a 20% increase in warranties added and a pretty healthy average order increase because of that. That was a great suggestion, it hit our bottom line immediately.”
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“We implemented these guidelines on a client’s website and our e-commerce conversion rate increased 18.7% across the board. Most importantly our mobile conversions increased from 0.89% to 1.9% – we doubled our mobile revenue.”
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