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Cole-Parmer’s E-Commerce UX
This is a case study of Cole-Parmer’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.
Cole-Parmer’s overall e-commerce UX performance is poor. Cole-Parmer’s UX performance in particular suffers from usability issues caused by broken Accounts & Self Service, poor Cart & Checkout, and poor Product Page.
First benchmarked in December 2020, and reviewed 6 times since then, most recently December 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 Cole-Parmer, 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.
Cole-Parmer’s Desktop E-Commerce Design
26 pages of Cole-Parmer’s e-commerce site, marked up with 133 best practice examples:
Homepage & Category
Homepage, Top-Level Navigation
Homepage & Category
Drop-Down Menu
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
Product Page
Image Gallery Overlay
Product Page
User Reviews Section
Product Page
Spec Sheet
Cart & Checkout
Cart
Cart & Checkout
Account
Cart & Checkout
Shipping Address
Cart & Checkout
Delivery & Shipping Methods
Cart & Checkout
Payment
Cart & Checkout
Order Review
Cart & Checkout
Order Confirmation
Accounts & Self-Service
'My Account' Drop-Down
Accounts & Self-Service
Account Dashboard
Accounts & Self-Service
Address Book
Accounts & Self-Service
Newsletter Management
Cole-Parmer’s Mobile E-Commerce Design
15 pages of Cole-Parmer’s e-commerce site, marked up with 106 best practice examples:
Mobile E-Commerce
Homepage
Mobile E-Commerce
Navigation Menu
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, Billing Address
Mobile E-Commerce
Shipping Method, Payment Method
Mobile E-Commerce
Review Order
Mobile E-Commerce
Order Confirmation
Similar Case Studies
Explore similar case studies of Business-to-Business sites:
Berlin Packaging
Performance: -12.4
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On-Site Search
Homepage & Category
Office Depot
Performance: 36.2
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On-Site Search
Product Lists & Filtering
Thermo Fisher
Performance: -1.1
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Accounts & Self Service
Cart & Checkout
Northern Tool
Performance: 30.7
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Product Page
On-Site Search
Arrow
Performance: -13.0
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On-Site Search
Cart & Checkout
Staples
Performance: 44.9
Pay special attention to:
On-Site Search
Product Lists & Filtering
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 291 articles in the full public archive.