These are the 7 in-depth ISP UX case studies.
The 7 ISP sites have been manually assessed across 280+ research-based UX parameters relevant to Internet Service Providers, resulting in 1,700+ weighted UX performance scores and 1,100+ best practice examples from these desktop and mobile sites.
Each of the 1,700+ UX performance scores from the 7 ISP case studies is summarized in the interactive scatterplot below — showing you how they perform collectively and individually:
The overall UX performance of the ISP sites is “mediocre,” with 1 site just on the border of “poor”.
ISP sites typically offer a narrow set of services, but these services come with complex eligibility rules and layered cost structures — placing added pressure on clarity and structure throughout the user journey.
Most sites provided strong initial navigation and product descriptions, but many failed to support decision-making where it mattered most: in the Plan Matrix and during application.
The Plan Matrix, a critical comparison tool, was frequently hindered by dense layouts, missing feature links, and a lack of supporting tools like FAQs or live chat.
Meanwhile, the application flow often broke down due to vague pricing, unclear progress indicators, and form-level friction.
Collectively, these issues undermined users’ ability to confidently select and apply for services, despite the relatively small product catalog.
For most ISP sites, improving clarity, guidance, and transparency in these high-stakes areas would yield significant UX gains.
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 Internet Service Providers UX research overview page.
Getting access: all 1,700+ UX performance scores, 1,100+ best practice examples, and the UX insights from researching the Internet Service Providers ecommerce industry are available immediately and in full within Baymard. (If you already have access through an account, open the Internet Service Providers UX Benchmark collection.)
If you want to know how your ISP desktop and mobile sites perform and compare, then learn more about getting Baymard to conduct a Internet Service Providers UX audit of your site.
