At Baymard, we’ve just released a new UX benchmark of 7 “Vitamins & Supplements” sites.
This follows from our large-scale user testing on Vitamins & Supplements UX and adds to our existing ecommerce UX benchmark.
7 Vitamins & Supplements UX Case Studies
The 7 sites have been manually assessed across 500+ research-based UX parameters relevant to the Vitamins & Supplements industry, resulting in 3,500+ weighted UX performance scores and 2,800+ best practice examples from these sites.
The 7 in-depth Vitamins & Supplements UX case studies are:
Vitamins & Supplements UX Performance
Each of the 7 Vitamins & Supplements sites’ 3,500+ UX performance scores are summarized in the interactive scatterplot below — showing you how they perform collectively and individually:
The overall UX performance of the average vitamins and supplements site was “mediocre”, leaning towards “poor”, with 4 sites in the “mediocre” and 3 in the “poor” range.
Thus, no sites delivered a “decent” or better overall user experience — clearly, there’s much room for improvement.
These were among the most common issues encountered in the benchmark:
The vitamins and supplements sites often failed to support the complex, health-driven needs of their audience.
Many product pages lacked structured layouts, leaving users to sift through dense information when comparing ingredients or benefits.
Cart and checkout sections were missing key order details, and few provided reassurance around shipping timing or totals.
Search tools handled exact queries capably but broke down when users searched by symptom, health goal, or dietary need — common entry points in this category.
Finally, account tools were inconsistent and often underdeveloped, generally lacking the polish and structure needed to support confident, efficient self-service.
A publicly available overview of the research and benchmark can be found on our Vitamins & Supplements UX research overview page.
Getting access: all 3,500+ UX performance scores, 2,800+ best practice examples, and the UX insights from researching the Vitamins & Supplements industry are available immediately and in full within Baymard. (If you already have access through an account, open the Vitamins & Supplements UX Benchmark collection.)
If you want to know how your vitamins and supplements desktop site, mobile site, or app performs and compares, then learn more about getting Baymard to conduct a Vitamins & Supplements UX audit of your site or app.
