AT&T’s E-Commerce UX
This is a case study of AT&T’s e-commerce user experience (UX) performance. It’s based on an exhaustive performance review of 364 design elements. 196 other sites have also been benchmarked for a complete picture of the e-commerce UX landscape.
AT&T’s overall e-commerce UX performance is mediocre. Their main culprits are broken Site-Wide Layout & Features and mediocre Mobile Web performances.
Overall UX Performance
374 Guidelines · Performance:
Desktop Web
198 Guidelines · Performance:
Homepage & Category
23 Guidelines · Performance:
Homepage
10 Guidelines · Performance:
Main Navigation & Category Taxonomy
13 Guidelines · Performance:
On-Site Search
13 Guidelines · Performance:
Product Information
33 Guidelines · Performance:
Product Page
13 Guidelines · Performance:
Check Availability
8 Guidelines · Performance:
Plan Matrix
12 Guidelines · Performance:
Application Flow
84 Guidelines · Performance:
Shopping Cart
7 Guidelines · Performance:
Application Form Layout
8 Guidelines · Performance:
User Information
4 Guidelines · Performance:
Shipping/Installation Options & Store Pickup
8 Guidelines · Performance:
Payment & Credit Card Form
15 Guidelines · Performance:
User Interactions & Distractions
7 Guidelines · Performance:
Validation Errors & Data Persistence
6 Guidelines · Performance:
Field Labels & Microcopy
6 Guidelines · Performance:
Field Design & Input Optimization
14 Guidelines · Performance:
Order Review & Confirmation
9 Guidelines · Performance:
Customer Accounts
33 Guidelines · Performance:
Account Sign-Up & Sign-In
8 Guidelines · Performance:
Account-Wide Navigation, Structure, & Information
14 Guidelines · Performance:
'Your Account': Addresses, Payments, & Newsletters
11 Guidelines · Performance:
Site-Wide Layout & Features
12 Guidelines · Performance:
Mobile Web
176 Guidelines · Performance:
Mobile Homepage & Category
18 Guidelines · Performance:
Mobile Homepage
9 Guidelines · Performance:
Mobile Main Navigation & Categories
9 Guidelines · Performance:
Mobile Search
14 Guidelines · Performance:
Mobile Product Information
20 Guidelines · Performance:
Mobile Product Page
9 Guidelines · Performance:
Mobile 'Check Availability'
7 Guidelines · Performance:
Mobile Plan Matrix
4 Guidelines · Performance:
Mobile Application Flow
76 Guidelines · Performance:
Mobile Shopping Cart
6 Guidelines · Performance:
Mobile Application Form Layout
5 Guidelines · Performance:
Mobile User Information
4 Guidelines · Performance:
Mobile Shipping/Installation Options & Store Pickup
9 Guidelines · Performance:
Mobile Payment & Credit Card Form
12 Guidelines · Performance:
Mobile User Interactions & Distractions
5 Guidelines · Performance:
Mobile Validation Errors & Data Persistence
6 Guidelines · Performance:
Mobile Field Labels & Microcopy
6 Guidelines · Performance:
Mobile Field Design & Input Optimization
14 Guidelines · Performance:
Mobile Order Review & Confirmation
9 Guidelines · Performance:
Mobile Customer Accounts
28 Guidelines · Performance:
Mobile Account Sign-Up & Sign-In
8 Guidelines · Performance:
Mobile Account-Wide Navigation, Structure, & Information
9 Guidelines · Performance:
Mobile 'Your Account': Addresses, Payments, & Newsletters
11 Guidelines · Performance:
Mobile Site-Wide Features & Elements
20 Guidelines · Performance:
Mobile Site-Wide Features & Elements
11 Guidelines · Performance:
Mobile-Specific Features & Elements
9 Guidelines · Performance:
To learn how we calculate our performance scores and read up on our evaluation criteria and scoring algorithm head over to our Methodology page.
The scatterplot you see above is the free version we make public to all our users. If you wish to dive deeper and learn about each guideline and even review your own site you’ll need to get premium access.
AT&T’s Desktop Web E-Commerce Design
18 pages of AT&T’s e-commerce site, marked up with 119 best practice examples:
AT&T’s Mobile Web E-Commerce Design
17 pages of AT&T’s e-commerce site, marked up with 109 best practice examples:
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Explore Other Research Content
Every 2nd week, we publish a new article on how to build “state of the art” e-commerce experiences — here’s 5 popular ones:
See all 357 articles in the full public archive.