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Berlin Packaging’s E-Commerce UX
This is a case study of Berlin Packaging’s e-commerce user experience (UX) performance. It’s based on an exhaustive performance review of 271 design elements. 79 other sites have also been benchmarked for a complete picture of the e-commerce UX landscape.
Berlin Packaging’s overall e-commerce UX performance is broken. Some of Berlin Packaging’s biggest UX issues are caused by broken Homepage & Category, Cart & Checkout, and Product Page performances.
First benchmarked in October 2020, and reviewed 6 times since then, most recently November 2020.
Poor
Mediocre
Acceptable
Decent
Good
Overall UX Performance
271 Guidelines · Performance:
Homepage & Category
24 Guidelines · Performance:
On-Site Search
16 Guidelines · Performance:
Product Lists & Filtering
36 Guidelines · Performance:
Product Page
25 Guidelines · Performance:
Cart & Checkout
34 Guidelines · Performance:
Accounts & Self Service
19 Guidelines · Performance:
Mobile-Commerce
117 Guidelines · Performance:
Like Berlin Packaging, all 80 major e-commerce sites have been benchmarked across hundreds of guidelines, meaning the chart you’re seeing above summarizes 30,000+ usability ratings.
See methodology to read up on the evaluation criteria and scoring algorithm.
To read each guideline and review your own sites, you’ll need to get full access.
Berlin Packaging’s Desktop E-Commerce Design
26 pages of Berlin Packaging’s e-commerce site, marked up with 134 best practice examples:
Homepage & Category
Homepage, Top-Level Navigation
Homepage & Category
Top-Level Navigation
Homepage & Category
Intermediary Category Page
On-Site Search
Search Field
On-Site Search
Autocomplete Suggestions
On-Site Search
Search Results Page
On-Site Search
No Results Page
Product Lists & Filtering
Product List: Category
Product Lists & Filtering
Product List: Search
Product Lists & Filtering
Sorting Tool
Product Lists & Filtering
Comparison Tool
Product Page
Product Page, Image Gallery Overlay
Product Page
Video & 360-Views
Product Page
Spec Sheet
Cart & Checkout
Cart
Cart & Checkout
Account
Cart & Checkout
Shipping Address
Cart & Checkout
Shipping Address
Cart & Checkout
Delivery & Shipping Methods
Cart & Checkout
Payment
Cart & Checkout
Order Confirmation
Accounts & Self-Service
'My Account' Drop-Down
Accounts & Self-Service
Account Dashboard
Accounts & Self-Service
Address Book
Accounts & Self-Service
Orders Overview
Accounts & Self-Service
Order Tracking Page
Berlin Packaging’s Mobile E-Commerce Design
17 pages of Berlin Packaging’s e-commerce site, marked up with 98 best practice examples:
Mobile E-Commerce
Homepage
Mobile E-Commerce
Navigation Menu
Mobile E-Commerce
Category Page
Mobile E-Commerce
Category Page
Mobile E-Commerce
Product List
Mobile E-Commerce
Filtering Options
Mobile E-Commerce
Search Field
Mobile E-Commerce
Search Autocomplete
Mobile E-Commerce
Search Results
Mobile E-Commerce
Product Page
Mobile E-Commerce
Cart
Mobile E-Commerce
Checkout Account Selection
Mobile E-Commerce
Shipping Address
Mobile E-Commerce
Shipping Address
Mobile E-Commerce
Shipping Method
Mobile E-Commerce
Payment Method
Mobile E-Commerce
Order Confirmation
Similar Case Studies
Explore similar case studies of Business-to-Business sites:
Hitachi
Performance: -38.8
Pay special attention to:
Homepage & Category
On-Site Search
Grainger
Performance: 34.9
Pay special attention to:
On-Site Search
Order Tracking & Returns
Northern Tool
Performance: 30.2
Pay special attention to:
Product Page
On-Site Search
Thermo Fisher
Performance: -1.1
Pay special attention to:
Accounts & Self Service
Cart & Checkout
Arrow
Performance: -13.0
Pay special attention to:
On-Site Search
Cart & Checkout
Cole-Parmer
Performance: 12.4
Pay special attention to:
On-Site Search
Accounts & Self Service
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:
Drop-Down Usability: When You Should (and Shouldn’t) Use Them
Format the ‘Expiration Date’ Fields Exactly the Same as the Physical Credit Card (90% Get It Wrong)
PDP UX: Core Product Content Is Overlooked in ‘Horizontal Tabs’ Layouts (Yet 28% of Sites Have This Layout)
Form Field Usability: Avoid Multi-Column Layouts (13% Get It Wrong)
Form Usability: Getting ‘Address Line 2’ Right
See all 281 articles in the full public archive.