Industry UX Research
A large-scale research study on how to optimize the online User Experience specifically for Vitamins & Supplements websites.
At Baymard Institute, we have a whole User Experience research topic devoted specifically to Vitamins & Supplements websites.
Through our 130,000 hours of large-scale UX research, we’ve identified 490+ in-depth User Experience guidelines that are particularly important to Vitamins & Supplements websites.
This research study of Vitamins & Supplements e-commerce websites uncovers what users expect and how they behave online as they explore, browse, evaluate, and purchase vitamin and supplement products.
The research study focused on a total of 13 sites that distribute vitamin and supplement products to the US — with almost all test sites operating worldwide:
11 multibrand vitamins and supplements sites: eVitamins, GNC, iHerb, Lucky Vitamin, PipingRock, Pure Formulas, Puritan’s Pride, Swanson Vitamins, Vitacost, Vitamin Shoppe, and Vitamin World.
2 single-brand, or white-label, sites: Nature Made and Nature’s Sunshine.
Baymard’s Vitamins & Supplements UX research is based on more than 230 qualitative participant/site usability test sessions following the “Think Aloud” protocol. During testing, the participants encountered 1,000+ medium-to-severe usability issues on the Vitamins & Supplements websites while searching for, comparing, and purchasing vitamin and supplement products.
This page provides you with a brief overview of Baymard’s Vitamins & Supplements UX research. Full access to all of our Vitamins & Supplements UX research is available as part of Baymard Premium.
We’ve released a small subset of the 490+ Premium UX research finding for Vitamins & Supplements sites for free in these articles: