Benchmarks

5 ‘Telco’ Sites Ranked by User Experience Performance

Use the interactive UX benchmark chart below to see the ranked UX performance of 5 leading e-commerce sites within ‘Telco’ in North America and Europe. Each of the 5 Telco sites has been manually rated across 480 different e-commerce UX elements, all based on Baymard’s 78,000+ hours of UX research.

This is a sub-set of the full benchmark which includes 141 e-commerce sites.

Case Studies

Click the colored dots to view in-depth case studies for each benchmarked site, or scroll down to see all case studies. You can also view the case study examples organized by type of page.

Benchmark UX Performances
Poor
Mediocre
Decent
Good
Perfect

Overall UX Performance

480 Guidelines

Desktop Web

318 Guidelines

Homepage & Category

44 Guidelines

Homepage

9 Guidelines

Category Taxonomy

9 Guidelines

Main Navigation

12 Guidelines

Intermediary Category Pages

4 Guidelines

Site-Wide Layout

10 Guidelines

On-Site Search

11 Guidelines

Product Lists & Filtering

66 Guidelines

List Layout

6 Guidelines

Loading Products

3 Guidelines

List Items: Product Info & Thumbnails

14 Guidelines

List Items: Product Info

7 Guidelines

List Items: Product Thumbnails

7 Guidelines

List Items: Interface & Hit Areas

7 Guidelines

Filtering: Available Filters

8 Guidelines

Filtering: Scope & Logic

9 Guidelines

Filtering: Interface & Layout

11 Guidelines

Sorting

7 Guidelines

Comparison Tool

1 Guidelines

Device Page, Product Page & Plan Matrix

67 Guidelines

Product Page Layout

8 Guidelines

Product Images

6 Guidelines

Image Gallery UI

9 Guidelines

The 'Buy' Section

6 Guidelines

Shipping, Returns, and Gifting

5 Guidelines

Product Variations

4 Guidelines

Product Descriptions

6 Guidelines

Specifications Sheet

4 Guidelines

User Reviews

10 Guidelines

Cross-Sells & Cross-Navigation

5 Guidelines

Plan Matrix

4 Guidelines

Checkout & Signup Flow

103 Guidelines

Shopping Cart & “Added to Cart” Behavior

11 Guidelines

Account Selection & Creation

8 Guidelines

Customer & Address Information

8 Guidelines

Shipping & Store Pickup

9 Guidelines

Payment Flow & Methods (Incl. Third-Party)

5 Guidelines

Credit Card Form

10 Guidelines

Order Review

5 Guidelines

Order Confirmation & E-Mail

4 Guidelines

Form & Page Design

8 Guidelines

User Interactions, Distractions & Cross-Sells

7 Guidelines

Validation Errors & Data Persistence

10 Guidelines

Field Labels & Microcopy

6 Guidelines

Field Design & Features

8 Guidelines

Default Values & Autocompletion

4 Guidelines

Customer Accounts

27 Guidelines

Account Drop-Down & Sign In

7 Guidelines

Account Dashboard

4 Guidelines

'Your Account': Addresses, Payments, & Newsletters

11 Guidelines

Account-Wide Navigation, Structure, & Information

5 Guidelines

Mobile Web

162 Guidelines

Mobile Homepage

5 Guidelines

Mobile Main Navigation & Categories

15 Guidelines

Main Navigation

6 Guidelines

Category Taxonomy

4 Guidelines

Category Pages

5 Guidelines

Mobile Search

9 Guidelines

Mobile Product List

36 Guidelines

Mobile Product List Layout & Features

16 Guidelines

Mobile Filtering

5 Guidelines

Mobile List Item Content

13 Guidelines

Mobile Sorting

2 Guidelines

Mobile Product Pages

22 Guidelines

Mobile Checkout

34 Guidelines

Shopping Cart

5 Guidelines

Shipping & Store Pickup

3 Guidelines

Account Selection & Creation

6 Guidelines

User Info

6 Guidelines

Payment

8 Guidelines

Order Review & Confirmation

4 Guidelines

Layout & Features

2 Guidelines

Mobile Forms

25 Guidelines

Form Fields

11 Guidelines

Field Validation

8 Guidelines

Input Optimization

6 Guidelines

Mobile Site-Wide Features & Elements

16 Guidelines

Case Studies

Deep dive into the performance and page designs of the 5 case studies.

Telco Research

At Baymard Institute we have a whole research topic devoted to online shopping UX and usability, specifically for online Telco sites.

View Telco Research Topic

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