At Baymard, we’ve just released a new UX benchmark with 7 “E-cigarette & Vaping” UX case studies.
This follows from our large-scale UX user testing and adds to our existing ecommerce UX benchmark.
In this article, we give you a snapshot of the overall UX performance.
7 E-cigarette & Vaping UX Case Studies and the Overall Performance
These are the 7 in-depth E-cigarette & Vaping UX case studies.
The 7 sites have been manually assessed across 500+ research-based UX parameters relevant to E-cigarette & Vaping ecommerce, resulting in 3,600+ weighted UX performance scores and 2,500+ best practice examples from these desktop and mobile sites.
Each of the 3,600+ UX performance scores from the 7 E-cigarette & Vaping case studies is summarized in the interactive scatterplot below — showing you how they perform collectively and individually:
The overall UX performance of the E-cigarette & Vaping sites is “mediocre,” with 5 sites in the “mediocre” and 2 in the “poor” range.
Here are some of the overarching UX issues.
The benchmarked E-Cigarette & Vaping sites highlight significant user experience challenges across the industry, particularly regarding product discoverability, transparency, and data consistency.
While category navigation is plentiful, homepages frequently prioritize promotional content over direct product access, and on-site search systems often struggle with synonyms, misspellings.
Additionally, filters omit essential purchase criteria.
Critical filters like price, ratings, and brand are often absent, while industry-specific options — such as nicotine strength and blend ratio — lack explanations and number of product matches.
Furthermore, users face difficulties comparing products due to incomplete or inconsistent list item information and comparison features, while product pages and carts often fail to provide crucial transparency regarding total order costs (see guidelines #825 and #2320) and delivery timelines (see #802 and #543).
These friction points, combined with fragmented product information across variations and opaque, poorly labeled customer account management (see #2937 and #876), create a challenging shopping environment that hinders efficient product selection and checkout.
In summary, 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 E-cigarette & Vaping UX research overview page.
Getting access: all 3,600+ UX performance scores, 2,500+ best practice examples, and the UX insights from researching the E-cigarette & Vaping ecommerce industry are available immediately and in full within Baymard. (If you already have access through an account, open the E-cigarette & Vaping UX Benchmark collection.)
If you want to know how your e-cigarette or vaping desktop and mobile sites perform and compare, then learn more about getting Baymard to conduct a E-cigarette & Vaping UX audit of your site.
