Abel&Cole’s E-Commerce UX

This is a case study of Abel&Cole’s e-commerce user experience (UX) performance. It’s based on an exhaustive performance review of 228 design elements. 196 other sites have also been benchmarked for a complete picture of the e-commerce UX landscape.

Abel&Cole’s overall e-commerce UX performance is poor. Some of Abel&Cole’s biggest UX issues are caused by broken Meal Kit Plans & Quizzes, poor Cart & Checkout, and poor Accounts & Self-Services performances.

Performance: 9.1poor

URL: abelandcole.co.uk

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Poor

Mediocre

Decent

Good

Perfect

Desktop Web

228 Guidelines · Performance:

Homepage & Main Navigation

16 Guidelines · Performance:

Homepage

10 Guidelines · Performance:

Main Navigation

6 Guidelines · Performance:

Meal Kit Plans & Quizzes

18 Guidelines · Performance:

Meal Kit Subscription Plan Matrix & Selection

10 Guidelines · Performance:

Auxiliary Content & Quizzes

8 Guidelines · Performance:

Recipe Lists & Pages

43 Guidelines · Performance:

Recipe List: Info & Thumbnails

12 Guidelines · Performance:

Recipe List: Filtering & Sorting

10 Guidelines · Performance:

Recipe Page Layout & Features

9 Guidelines · Performance:

Recipe Page: Images & Descriptions

12 Guidelines · Performance:

Accounts & Self-Services

34 Guidelines · Performance:

Account Drop-Down

7 Guidelines · Performance:

Account Sign In & Dashboard

8 Guidelines · Performance:

'Your Account': Addresses, Payments, & Newsletters

12 Guidelines · Performance:

Account-Wide Navigation, Structure, & Information

7 Guidelines · Performance:

Cart & Checkout

102 Guidelines · Performance:

Checkout Features & Layout

17 Guidelines · Performance:

Shopping Cart & “Added to Cart” Behavior

6 Guidelines · Performance:

Account Selection & Creation

6 Guidelines · Performance:

Customer & Address Information

11 Guidelines · Performance:

Shipping Options

6 Guidelines · Performance:

Payment Flow & Methods (Incl. Third-Party)

7 Guidelines · Performance:

Credit Card Form

8 Guidelines · Performance:

Order Review, Subscription Confirmation, & Cancellation

12 Guidelines · Performance:

Validation Errors & Data Persistence

10 Guidelines · Performance:

Field Labels & Microcopy

5 Guidelines · Performance:

Field Design & Input Optimization

14 Guidelines · Performance:

Site-Wide Design & Interaction

15 Guidelines · Performance:

Mobile Web

177 Guidelines · Performance:

Mobile Homepage & Main Navigation

14 Guidelines · Performance:

Mobile Homepage

9 Guidelines · Performance:

Mobile Main Navigation

5 Guidelines · Performance:

Mobile Meal Kit Plans & Quizzes

14 Guidelines · Performance:

Mobile Meal Kit Subscription Plan Matrix & Selection

8 Guidelines · Performance:

Mobile Auxiliary Content & Quizzes

6 Guidelines · Performance:

Mobile Recipe Lists & Pages

40 Guidelines · Performance:

Mobile Recipe List: Info & Thumbnails

13 Guidelines · Performance:

Mobile Recipe List: Filtering & Sorting

8 Guidelines · Performance:

Mobile Recipe Page: Layout & Features

7 Guidelines · Performance:

Mobile Recipe Page: Images & Descriptions

12 Guidelines · Performance:

Mobile Cart & Checkout

87 Guidelines · Performance:

Mobile Checkout Features & Layout

12 Guidelines · Performance:

Mobile Shopping Cart & “Added to Cart” Behavior

4 Guidelines · Performance:

Mobile Account Selection & Creation

6 Guidelines · Performance:

Mobile Customer & Address Information

10 Guidelines · Performance:

Mobile Shipping Options

5 Guidelines · Performance:

Mobile Payment Methods & Credit Card Form

11 Guidelines · Performance:

Mobile Order Review & Subscription Confirmation

9 Guidelines · Performance:

Mobile Validation Errors & Data Persistence

10 Guidelines · Performance:

Mobile Field Labels & Microcopy

6 Guidelines · Performance:

Mobile Field Design & Input Optimization

14 Guidelines · Performance:

Mobile Site-Wide Design & Interaction

22 Guidelines · Performance:

81 Major E-Commerce Sites

CompareWhat’s This?

To learn how we calculate our performance scores and read up on our evaluation criteria and scoring algorithm head over to our Methodology page.

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