At Baymard, we’ve just released a new UX benchmark with 10 “B2B Medical & Pharma” UX case studies.
This follows from our large-scale user testing and adds to our existing ecommerce UX benchmark.
In this article, we give you a snapshot of the overall UX performance.
10 B2B Medical & Pharma UX Case Studies and the Overall Performance
These are the 10 in-depth B2B Medical & Pharma UX case studies.
The 10 sites have been manually assessed across 400+ research-based UX parameters relevant to B2B Medical & Pharma, resulting in 3,400+ weighted UX performance scores and 2,600+ best practice examples from these desktop and mobile sites.
Each of the 3,400+ UX performance scores from the 10 B2B Medical & Pharma case studies is summarized in the interactive scatterplot below — showing you how they perform collectively and individually:
The overall UX performance of the B2B Medical & Pharma sites ranges from “poor” to “mediocre”.
Here are just a few of the overarching UX issues we observed.
Product documentation and specification details were often incomplete or inconsistent between products, complicating comparison.
While the specifications that were present read clearly, the documents behind them were frequently missing, and the same attribute was often labeled differently from one product to the next (see guidelines #2542 and #839).
Furthermore, product prices were often unclear (see guidelines #792 and #817), and full order cost, and delivery timing were commonly absent from the product page buy section.
Search offered little help when a query was imperfect.
Sites handled exact product titles well, but did much less once a query or an entry was slightly off (see guidelines #355 and #358).
Carts couldn’t be saved, shared, or handed to another person to complete.
B2B users often need to collaborate with others on their orders, but nothing in the cart supported an order assembled by one person and placed by another.
As this benchmark shows, with no sites delivering even a “decent” or better overall user experience, there is plenty of room for improvement.
A publicly available overview of the research and benchmark can be found on our B2B Medical & Pharma UX research overview page.
Getting access: all 3,400+ UX performance scores, 2,600+ best practice examples, and the UX insights from researching the B2B Medical & Pharma ecommerce industry are available immediately and in full within Baymard. (If you already have access through an account, open the B2B Medical & Pharma UX Benchmark collection.)
If you want to know how your Medical & Pharma desktop and mobile sites perform and compare, then learn more about getting Baymard to conduct a B2B Medical & Pharma UX audit of your site.
