This is a case study of Northern Tool’s e-commerce user experience (UX) performance. It’s based on an exhaustive performance review of 863 design elements. 213 other sites have also been benchmarked for a complete picture of the e-commerce UX landscape.
Northern Tool’s overall e-commerce UX performance is mediocre. Their main culprits are poor On-Site Search, poor Order Tracking & Returns, and mediocre Mobile Web performances.
First benchmarked in April 7, 2012, and reviewed 25 times since then, most recently May 5, 2023.
Overall UX Performance
866 Guidelines · Performance:
482 Guidelines · Performance:
Homepage & Category
54 Guidelines · Performance:
47 Guidelines · Performance:
Product Lists & Filtering
90 Guidelines · Performance:
96 Guidelines · Performance:
Cart & Checkout
130 Guidelines · Performance:
38 Guidelines · Performance:
Order Tracking & Returns
27 Guidelines · Performance:
384 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.
29 pages of Northern Tool’s e-commerce site, marked up with 326 best practice examples:
21 pages of Northern Tool’s e-commerce site, marked up with 261 best practice examples:
Explore similar case studies of Home & Hardware sites:
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 363 articles in the full public archive.