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Benchmarks
3 ‘Health & Beauty’ E-commerce Sites Ranked by User Performance
Use the interactive UX benchmark chart below to see the ranked UX performance of 3 e-commerce sites within ‘Health & Beauty’ in the US and Europe. Each of the Health & Beauty sites has been manually rated across 700+ different e-commerce UX elements, all based on Baymard’s 67,000+ hours of UX research.
Case Studies
If you’d like to see an in-depth review for each of the Health & Beauty benchmarked sites you can click on the colored dots in the chart or go to the case studies section further down the page.
Benchmark UX Performances
Poor
Mediocre
Acceptable
Decent
Good
Overall UX Performance
705 Guidelines
Homepage & Category
64 Guidelines
Homepage
15 Guidelines
Category Taxonomy
15 Guidelines
Main Navigation
16 Guidelines
Intermediary Category Pages
6 Guidelines
Site-Wide Layout
12 Guidelines
On-Site Search
50 Guidelines
Search Query Types
12 Guidelines
Search Form & Logic
10 Guidelines
Search Autocomplete
8 Guidelines
Results Logic & Guidance
8 Guidelines
Results Layout & Filtering
12 Guidelines
Product Lists & Filtering
95 Guidelines
List Layout
7 Guidelines
Loading Products
6 Guidelines
List Items: Product Info & Thumbnails
20 Guidelines
List Items: Product Info
11 Guidelines
List Items: Product Thumbnails
9 Guidelines
List Items: Interface & Hit Areas
11 Guidelines
Filtering: Available Filters
10 Guidelines
Filtering: Scope & Logic
14 Guidelines
Filtering: Interface & Layout
11 Guidelines
Sorting
11 Guidelines
Comparison Tool
5 Guidelines
Product Page
95 Guidelines
Product Page Layout
10 Guidelines
Product Images
11 Guidelines
Image Gallery UI
12 Guidelines
The 'Buy' Section
9 Guidelines
Shipping, Returns, and Gifting
7 Guidelines
Product Variations
9 Guidelines
Product Descriptions
10 Guidelines
Specifications Sheet
5 Guidelines
User Reviews
13 Guidelines
Cross-Sells & Cross-Navigation
9 Guidelines
Cart & Checkout
131 Guidelines
Shopping Cart & "Added to Cart" Behavior
10 Guidelines
Account Selection & Creation
9 Guidelines
Customer & Address Information
12 Guidelines
Gifting Flow & Features
5 Guidelines
Shipping & Store Pickup
11 Guidelines
Payment Flow & Methods (Incl. Third-Party)
8 Guidelines
Credit Card Form
10 Guidelines
Order Review
5 Guidelines
Order Confirmation & E-Mail
4 Guidelines
Form & Page Design
10 Guidelines
User Interactions & Distractions
10 Guidelines
Cross-Sells
4 Guidelines
Validation Errors & Data Persistence
10 Guidelines
Field Labels & Microcopy
7 Guidelines
Field Design & Features
8 Guidelines
Default Values & Autocompletion
8 Guidelines
Customer Accounts
40 Guidelines
Account Drop-Down
7 Guidelines
Account Dashboard
6 Guidelines
Account Sign In
6 Guidelines
'Your Account': Addresses, Payments, & Newsletters
13 Guidelines
Account-Wide Navigation, Structure, & Information
8 Guidelines
Order Tracking & Returns
25 Guidelines
Orders & Order Tracking
14 Guidelines
Order Returns
11 Guidelines
Mobile E-Commerce
205 Guidelines
Mobile Homepage
8 Guidelines
Main Navigation & Categories
21 Guidelines
Main Navigation
6 Guidelines
Category Taxonomy
10 Guidelines
Category Pages
5 Guidelines
Mobile On-Site Search
23 Guidelines
Autocomplete
7 Guidelines
Query Types
8 Guidelines
Design & Logic
8 Guidelines
Product List
43 Guidelines
Mobile Product List Layout & Features
18 Guidelines
Mobile Filtering
7 Guidelines
Mobile List Item Content
18 Guidelines
Mobile Product Pages
19 Guidelines
Mobile Checkout
47 Guidelines
Shopping Cart
4 Guidelines
Account Selection & Creation
7 Guidelines
User Info
7 Guidelines
Payment
12 Guidelines
Shipping & Store Pickup
6 Guidelines
Order Review & Confirmation
9 Guidelines
Layout & Features
2 Guidelines
Mobile Forms
25 Guidelines
Form Fields
10 Guidelines
Field Validation
8 Guidelines
Input Optimization
7 Guidelines
Mobile Site-Wide Features & Elements
19 Guidelines
Note: from August 2021 the sites Ulta, CVS, VitaminShoppe, VitaminWorld, and Shop-Apotheke (DE), will also be available in our benchmark.
Benchmark Case Studies
Deep dive into the 3 sites displayed in the chart above.
Chanel
Performance: 50.6
Pay special attention to:
Product Lists
On-Site Search
Walgreens
Performance: 40.9
Pay special attention to:
Product Page
Mobile E-Commerce
Sephora
Performance: 28.9
Pay special attention to:
Homepage & Category
On-Site Search
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Health & Beauty Research
At Baymard Institute we have a whole research topic devoted to online shopping UX and usability, specifically for online Health & Beauty sites.
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