Industry UX Research

‘Consumables Subscription Services’ UX Research

A large-scale research study on how to optimize the User Experience specifically ‘Consumables Subscription Services’ websites.

At Baymard Institute, we have conducted a large-scale website UX research study specifically focussing and testing ‘Consumables Subscription Service’ websites.

This research study on ‘Consumables Subscription Service’ websites cover sites that sell subscriptions for physical products that users consume or deplete on a regular basis – be it grocery box subscriptions, office supplies subscriptions, razor subscription, fashion subscription, etc.

The focus of this UX research study is specifically on how users react, evaluate, and make a purchasing decision on websites that sell physical products on a subscription basis, and less on the specific product type sold as a subscription. Research specific to the product type sold is covered in our other research studies, like: Grocery, Meal Kits, Beauty, Apparel, Luxury Goods, Office, Software Subscriptions, etc.

The researched Consumables Subscription Services websites includes:

  • Product Subscriptions: Rent the Runway, Dollar Shave Club, Birchbox, Book of the Month, BarkBox, Bespoke Post, _ and _KiwiCo.
  • Grocery & Food Box Subcriptions: Imperfect Foods, Hungryroot, Farm To People, ButcherBox, Crowd Cow, Oceanbox, and Sea to Table.
  • Meal Kits sitesBlue Apron, Dinnerly, Gobble, HelloFresh, Home Chef, Sunbasket, Marley Spoon, Purple Carrot, Green Chef, Gousto, and Abel & Cole.

Through our 88,000+ hours of large-scale UX research, we’ve identified 450+ in-depth User Experience guidelines that are particularly important to Consumables Subscription Service websites. These guidelines are available through a Baymard Premium subscription.

‘Consumables Subscription Service’ UX Insights from Baymard

Baymard’s Consumables Subscription Service UX research is based on more than 100 qualitative subject/site usability test sessions following the “Think Aloud” protocol.

During testing, the users encountered 1,000+ medium-to-severe usability issues on the Consumables Subscription Service websites while browsing and exploring the products and services sold as a subscription, evaluating the business itself, and finally, during the checkout when subscribing to the service. It’s these 1,000+ issues have been analyzed and distilled into 450+ UX guidelines relevant for Consumables Subscription Service websites.

This page provides you a brief overview of Baymard’s consumables subscriptions website UX research. Full access to all of our consumables subscriptions UX research is available as part of Baymard Premium.


‘Consumables Subscription Services’ Website UX Performance

We’ve conducted a UX benchmark assessing 8 Consumables Subscription Services websites across the 380+ UX guidelines our research shows are most applicable to Consumables Subscription Service websites. The benchmarked sites includes: Birchbox, Book of the Month, BarkBox, Bespoke Post, Dollar Shave Club, Farm To People, KiwiCo, and Rent the Runway. You can view the site’s desktop and mobile UX performance in the graph above, which summarizes 3,100+ weighted UX performance scores.

You can expand each theme and topic in the graph above for an in-depth view of the ‘current state’ of Consumables Subscription website UX performances. (scroll down to access the in-depth case-studies for each of the sites)

This is a sub-set of the full benchmark which includes 149 e-commerce sites.
Explore UX Benchmark


8 Consumables Subscription UX Case-Studies

You can explore our in-depth UX case-studies of the 8 below Consumables Subscription websites. In total, these contain 3,100+ UX performance scores and 2,300+ best practice examples.

UX Audit
YourSite.com
Get your own site UX Audited by Baymard (confidential) or self-assess it with Review Tool.

Articles on Consumables Subscription UX Research

FREE RESEARCH CONTENT

We’ve released a small subset of the 380+ Premium UX research finding for Consumables Subscription sites for free in these articles:


Get Full Access to our Consumables Subscription Services UX research with Baymard Premium

PAID RESEARCH CONTENT

With Baymard Premium, you get access to 450+ UX guidelines relevant to improving Consumables Subscription Services websites. On top of this, you also get access to 110,000+ best practice examples and 175,000+ UX performance scores from other industries (meal kit, grocery, beauty, office, fashion, etc.) - sometimes the best designs and ideas comes by looking outside your own industry.

Learn more about Baymard Premium access


UX Audit

IN-DEPTH REVIEW OF YOUR SITE’S UX PERFORMANCE

If you don’t want to read all of the research findings, but “just want the results”, then have Baymard’s team of researchers audit your site.

The audit provides you with a detailed external review of your website’s UX performance across 450+ UX parameters, as well as a detailed UX performance comparison against general ‘State of the Art’ sites. The UX audit also provides you with 40 prioritized suggestions for UX improvements, with best-practice implementation examples.

Learn more about UX audits


What Our Clients are Saying

Nike Inc. Logo
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.
Will CloseDirector of A/B Testing at Nike.com
Deloitte Digital Logo
Baymard’s training provides the proper language and sound evidence to understand what it mean to create a truly usable interface in the ecommerce business.
Semion LapinUX Designer at Deloitte Digital
Jarden Consumer Solutions Logo
Thanks for everything. The audit was extremely useful, I think we have gained valuable insight.
Tara CostaSenior Manager at Jarden Consumer Solutions (FoodSaver, Breville, etc.)
Keurig Green Mountain Logo
I have found the M-Commerce and E-Commerce reports very useful, thank you!
Josh ShawWeb Manager at Keurig Green Mountain
Nutrisystem Logo
The recommendations in our Checkout Usability Audit were awesome - well prioritized, actionable and helped us focus on what to optimize. This audit, along with the e-Commerce Usability Reports & Benchmark Databases, are my go-to resources for thorough, insightful information. Thank you!
Erin StraubUX Design Manager at Nutrisystem
Google Logo
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.
Sudeep AgarwalGrowth Manager at Google Express
Lenovo Logo
Excellent tool – looking forward to using it with our other sites and prototypes as they’re developed.
Leah KaufmanSenior UX Research Manager at Lenovo
B&H Photo & Electronics Corp. Logo
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.
Abraham BerkowitzB&H Photo
Columbia Sportswear Logo
This was indeed very helpful guidance and a very well-documented roadmap for us to fix, validate, organize, collectively understand and continually improve our ecommerce foundation.
Cat BrunsonUX Manager at Columbia Sportswear
Office Depot Logo
Baymard has been a great resource in helping us improve the customer experience. We are continually applying these best practices to our sites.
Bryan TrogdonDirector of User Experience at Office Depot
GE Healthcare Logo
I’m reviewing the report this morning and I am delighted. The recommendations are detailed and our resulting actions are clear. I’m excited to share this with the rest of the team!
Donal PhippsDigital Marketing Leader at GE Healthcare
Shopify Logo
We’ve received some awesome feedback from our Merchant Success team as well as our merchants about all of the UX Audits we’ve had thus far with Baymard. Thank you so much to you and your team for all of your hard work. The pilot with Baymard has been going fantastic and I’m really excited with all that we’re learning! You have an amazing platform, team and super helpful data base for us to work with.
Nicole PappMerchant Success Manager, Shopify
Hallmark Logo
These reports are fabulous. The content is exactly what our team has been looking for, and so much more! Extremely helpful, thank you!
Cary MoodyUsability Researcher at Hallmark
S3 Stores Logo
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!
Sergey VorozhtsovCEO at S3 Stores, Inc.
Clicktale Logo
Some time ago we purchased the Ecommerce Homepage & Category report - the research and insights are extremely useful to us and help us a lot in our work!
Eliza SavovCX Research Team Lead at Clicktale
Huge Logo
Baymard produces some of the most relevant and actionable user experience research available. They really understand the needs of UX and Product Management professionals, and their deep experience in the eCommerce field allows them to offer sophisticated, nuanced insights.
Kerry McAleer-ForteVP of Research at Huge
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Damn. The reports that the @Baymard folks do cost money, but they’re worth it.
Steve KrugAuthor of ‘Don’t Make Me Think’
Belk Logo
I can not tell you how much help your benchmark studies have been for our company, e-commerce and UX teams. We have used and continue to use these reports for baseline benchmarks as we build test protocols or eye tracking scripts etc. in lab.
Catherine BrunsonCustomer Experience Strategist at Belk
Kohl’s Logo
I really like the work Baymard Institute does around usability. Their articles often get my Ecom gears turning.
Ryan FinleySite Search Professional at Kohl’s Department Stores
T-Mobile / Deutsche Telekom AG Logo
Thank you very much for the 7 usability audits of our country-specific sites. The audits have provided us with specific and actionable advice, allowed us to prioritize development resources , and enabled us to compare UX performance between the 7 different country-specific sites, and against State of the Art implementations. The audit itself is done really professionally and the recommendations contain actionable and insightful information.
Mirko SablicEU eTransformation Competence at ​Deutsche Telekom / T-mobile
Etsy Logo
Thank you. This was an excellent piece of work: professional, thorough, and actionable for the team. We’re very happy with the work Baymard has done for us so far, and I hope we’ll have the chance to work together again on future projects.
Alex WrightDirector of Research at Etsy
Digital Telepathy Profile Picture
Great UX report on shopping cart checkout forms/process we have used in a few audits recently. http://t.co/vkpeYOAS
Digital Telepathy@dtelepathy
ClickBank Logo
It is immensely valuable having a thorough, independent study to help validate my work and in particular, help facilitate buy-off from stakeholders. Baymard has quickly become one of my most trusted resources for the UX/UI field.
Jason GreeneUX Design Lead at ClickBank
Epicenter Consulting Logo
Given the tricky science of conversion rate optimization, it is great to know that you are dealing with professionals whose advice is based on solid research. It was a pleasure collaborating with the Baymard team.
Aaron HenigOperations Manager at Epicenter Consulting, New York
Smashing Magazine Logo
This is very, very useful! Let me check what we can do to improve the usability in the Smashing Shop.
Vitaly FriedmanEditor in Chief of Smashing Magazine
StickerMule.com Logo
Wow, this is great! Just reviewed it with the team. It’s a huge help and we’re excited to fix these issues.
Anthony ThomasUX responsible at StickerMule.com
Hallmark Cards, Inc. Logo
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.
Wendy BonnstetterUX Director at Hallmark Cards, Inc.
Carnival Cruise Lines Logo
We like what we are reviewing from the audit - great analysis and feedback.
David PolancoUX Lead at Carnival Cruise Lines
n11.com Logo
We have worked with a number of third party companies before on various projects/audits, and I can certainly say that working with Baymard was not only a pleasure; but you delivered on time; to the level of depth we wanted; addressing important issues; and answering all our questions; and you did all this for a great price. A big THANK YOU on behalf of N11.
Efe YamanProgram Manager at n11.com
Elastic Path Logo
Baymard’s real-user research is invaluable for ecommerce marketers. It leaves no stone unturned, and with the guideline checklists provided, you’ll be well equipped to optimize your mobile presence.
Linda BustosDirector of E-commerce Research at Elastic Path
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I’m an avid user of your reports and recommendations. I have leveraged your articles and findings for my previous B2B work at Grainger, B2C work at Ulta, and now I’m at Hyatt. Thanks
Jenny UrbanDirector of Global Digital Product Design at Hyatt
Harley-Davidson Logo
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.
Colleen KerstingeCommerce Marketing at Harley-Davidson
Room & Board Logo
The Baymard reports have proven to be an invaluable resource for us. Comprehensive, pragmatic and actionable. We have redesigned our checkout process and made changes to our category pages based on usability guidelines in the reports.
Jill McDonaldUX Architect at Room & Board
Josh @ Digital Darts Profile Picture
The Baymard Institute have some seriously good reports on ecommerce usability, design, and best practices: http://t.co/cuxO3VwiVe
Josh @ Digital Darts@digital_darts
IATV Logo
Worth every dollar. It’s well done, good looking and simply very useful.
Jan JursaCurator of IATV and the MobX conference
iProspect Logo
I love the information that you guys provide and have bought a couple of reports. Love them.
Karen KysarSite & Search Optimization Lead at iProspect
Purch Logo
Really good rundown on all these thing. I definitely think we got a lot of value out of it, and we’re excited to get it all in and do some A/B testing on this.
Greg DalbyDirector of E-Commerce at Purch
RepairClinic.com Logo
We implemented the majority of your checkout recommendations and a/b tested most of them, in every instance your recommendation provided the catalyst for us to make an improvement. Your approach and methodology has proven itself to be valuable. Now, when a new report comes out from your office we just buy it right away.
Chris HallPresident of RepairClinic.com
Solutionists Logo
This is without a doubt the most important eCommerce training I’ve ever done. Knowing the right approach for converting the average user puts us massively ahead of the competition.
James GilbertCEO at Solutionists
John Lewis Logo
Many thanks for presenting earlier. I have caught up with the teams and they all found your audit report really useful and are on board with the suggestions.
Chris O’DonoghueSearch & Navigation Product Owner at John Lewis
Boxed Logo
Here at Boxed we’re a small team who are BIG fans of your research. Your services have been immensely helpful to us as a small UX/UI team, and we are so excited to have a new version of our own product page going into development later this month.
Jillian CrudoProduct Design Manager at Boxed
Fast Growing Trees Logo
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.
Justin FrenchDirector of E-commerce at Fast Growing Trees
aquazie Profile Picture
after benchmarking checkouts for a couple of hours last week… this resource is magical http://t.co/ISKOfyGE
aquazie@aquazie
Dekode Logo
Truly a great learning experience about almost every aspect of eCommerce and the steps you need to take to improve the shopping experience for your users. Everyone working with eCommerce should attend this course. Absolutely worth the investment!
Axel GiæverSenior UX Designer at Dekode
Bed Bath & Beyond Logo
Absolutely superb training! I’m genuinely impressed with how much I learned in 5 days. I would highly recommend this training to anyone who wants to learn how to create state of art e-commerce user experiences.
Duygu KalayciogluSenior UX Designer at Bed Bath & Beyond
Author of ‘Feed A Starving Crowd’ Logo
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.
Rober CooreyAuthor of ‘Feed A Starving Crowd’
Kingfisher PLC Logo
The Baymard E-commerce Usability reports have proven to be a valuable resource for UX teams within our organisation both at group and operating company level. The reports contain precise, actionable insights and recommendations which are backed up by extensive research and data. The severity and frequency ratings have helped our development teams to prioritise which areas to improve first. The most recent improvements we’ve recommended from the Ecommerce Search report have been extremely well received by senior stakeholders and have already been fed into the backlog.
Claire WhiteUX Specialist for Kingfisher PLC
Overstock Inc. Logo
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.
Jaime WilsonSr. Director of Design & Development at Overstock.com
Bell Canada Logo
Thank you for the UX audit presentation, it was FANTASTIC. People here are quite pleased and amazed by the amount of work that was put into this.
Marc UlrichAssociate Director of Web Usability at Bell Canada
prAna Logo
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.
Ramona RejaliSenior UX Designer at prAna
SiteOne Landscape Supply Logo
Baymard recently did a UX audit of our new e-commerce Website. We were very pleased with the results. The report and live review of the findings validated our approach to user experience, and also, we learned a lot about best practices for e-commerce UX. We believe Baymard’s work will help us increase revenue and user satisfaction.
Colleen RomeroDigital Marketing Director at SiteOne Landscape Supply
TaylorMade Golf Logo
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.
Nick FrameLead UX Designer for TaylorMade Golf
Capital One Logo
I wanted to begin by saying how incredibly impressed I have been all this week with both the degree/depth of content shared on UX/UI best practices for eCommerce experiences as well as specifically your presentation skills. This has by far been one of the most valuable conferences/workshops I have ever attended in my professional career.
Geoffrey LauxDigital Product Owner at Capital One
Apptus Logo
We’ve been consuming the Baymard Institute reports for a while but the in-house workshop was really the thing that connected all the dots around ecommerce UX together for us. Now our entire team has a common base of understanding, a language, and clear quantified evidence of the importance of common UX guidelines and pitfalls. Reading a report is one thing but actually forcing yourself to apply findings on a real world case was the greatest takeaway from the workshop. UX is often an tricky science subject to a lot of emotional bias and gut feeling. Not so much anymore.
Jakob BignertVP of Product at Apptus
Avast Logo
We have recently tested some of your recommendations for the Avast checkout and got some great wins!
Tomas JanuE-Commerce Director at Avast
John Lewis Logo
The Baymard team has been a delight to work with on the JohnLewis digital platform audit. They responded to the brief very well, have been very accessible for ongoing clarification and queries and Rebecca was excellent in the recent team share, articulately presenting findings in an engaging walk-through with the wider team which will really support driving engagement and a robust response. Many thanks for all the effort and focus folks.
Greg WoodsUX & UI Design and Research Manager at John Lewis
Integer Logo
My team loves Baymard Premium and it has become a valuable tool for us. We consult with a number of large brands and manage their eComm (both DTC and eRetail) and your data is amazing, it gives us all the testing data without having to run the tests ourselves. Our clients appreciate us having the depth of knowledge Baymard provides, we’ve used Baymard data multiple times to defend our recommendations and to inform our designs.
Dean RizzutoUX Director at Integer Group
Ace Hardware Logo
A big thanks to you and the Baymard team for such an informative and valuable session. The Ace Hardware team truly appreciated the Baymard teams feedback, diligence and the overall presentation. We are looking forward to using the excellent information provided to improve the acehardware.com user journey.
Lexy CasconeMarketing Manager UX/UI at Ace Hardware
WCR Window Cleaning Resource Logo
I just wanted to let you know that I think your site is the best thousand bucks I’ve ever spent. I wish I found you years ago.
Chris LambrinidesPartner at Window Cleaning Resource
Wrench Inc. Logo
Baymard has helped so much: UX was a brand new role at my company when I was hired. I was researching, planning, and designing UX & UI for 5 different products, all by myself. After showing real-world, bottom-line results from a UX centered approach to our products, we have expanded our UX team and greatly improved our UX-to-product process. Baymard’s research database was a critical component to my (and my company’s) success. Thank you!
Geoff JensenHead of UX / Design at Wrench Inc.

Test Methodology

This UX research on Consumables Subscription Services websites is part of Baymard Institute’s full 88,000+ hours of large scale research catalog, which is based on:

  • Usability Testing: 22 rounds of qualitative usability testing with 3,600+ test subject/site sessions following the “Think Aloud” protocol (mainly in-person 1:1 moderated lab usability testing). This includes testing websites such as Imperfect Foods, Hungryroot, Butcherbox, Crowd Cow, Oceanbox, and Sea to Table, along with meal kit sites such as Blue Apron, Dinnerly, Gobble, HelloFresh, Home Chef, and Sunbasket.
  • Manual benchmarking: 35 rounds of benchmarking the world’s 149 top-grossing e-commerce sites across 600+ UX guidelines (110,000+ implementation examples and 175,000+ UX performance scores). This includes benchmarking of Birchbox, Book of the Month, BarkBox, Bespoke Post, Dollar Shave Club, Farm To People, KiwiCo, and Rent the Runway, along with meal kit sites HelloFresh, Blue Apron, Sunbasket, Marley Spoon, Purple Carrot, Green Chef, Gousto, and Abel & Cole.
  • In-lab eye-tracking testing.
  • Quantitative studies: 10 studies with a total of 16,425 participants.

Baymard’s research methodology is described in detail here.