Dan Murphy’s E-Commerce UX
This is a case study of Dan Murphy’s e-commerce user experience (UX) performance. It’s based on an exhaustive performance review of 447 design elements. 122 other sites have also been benchmarked for a complete picture of the e-commerce UX landscape.
Dan Murphy’s overall e-commerce UX performance is mediocre. Their main culprits are mediocre Mobile Web performance.
Overall UX Performance
464 Guidelines · Performance:
Desktop Web
230 Guidelines · Performance:
Homepage & Category Navigation
29 Guidelines · Performance:
Homepage
10 Guidelines · Performance:
Main Navigation
5 Guidelines · Performance:
Category Taxonomy
8 Guidelines · Performance:
Intermediary Category Pages
6 Guidelines · Performance:
On-Site Search
18 Guidelines · Performance:
Search Query Types & Search Autocomplete
12 Guidelines · Performance:
Search Form & Search Results
6 Guidelines · Performance:
Product Lists & Filtering
44 Guidelines · Performance:
List Layout
10 Guidelines · Performance:
List Item Info & Thumbnails
16 Guidelines · Performance:
Filtering & Sorting: Filter & Sort Types
6 Guidelines · Performance:
Filtering & Sorting: Scope, Logic & Layout
12 Guidelines · Performance:
Product Page
34 Guidelines · Performance:
Product Page Layout, Cross-Sells, & Cross-Navigation
11 Guidelines · Performance:
Product Descriptions & Variations
7 Guidelines · Performance:
The 'Buy' Section, Shipping & Returns
9 Guidelines · Performance:
User Reviews
7 Guidelines · Performance:
Cart & Checkout
79 Guidelines · Performance:
Shopping Cart
11 Guidelines · Performance:
Account Selection & Creation
6 Guidelines · Performance:
User Information & Address
11 Guidelines · Performance:
Shipping & Fulfillment
11 Guidelines · Performance:
Payment Flow & Credit Card Form
9 Guidelines · Performance:
Order Review & Confirmation
9 Guidelines · Performance:
General Form Design and Checkout Layout
11 Guidelines · Performance:
Form Field Usability and Design
11 Guidelines · Performance:
Customer Accounts
11 Guidelines · Performance:
Site-Wide Features
15 Guidelines · Performance:
Mobile Web
234 Guidelines · Performance:
Mobile Homepage & Category Navigation
28 Guidelines · Performance:
Mobile Homepage
11 Guidelines · Performance:
Mobile Main Navigation
4 Guidelines · Performance:
Mobile Category Taxonomy
8 Guidelines · Performance:
Mobile Intermediary Category Pages
5 Guidelines · Performance:
Mobile On-Site Search
19 Guidelines · Performance:
Mobile Search Query Types & Search Autocomplete
11 Guidelines · Performance:
Mobile Search Form & Results
8 Guidelines · Performance:
Mobile Product Lists & Filtering
46 Guidelines · Performance:
Mobile List Layout
12 Guidelines · Performance:
Mobile List Item Info & Thumbnails
19 Guidelines · Performance:
Mobile Filtering & Sorting: Filter & Sort Types
6 Guidelines · Performance:
Mobile Filtering & Sorting: Scope, Logic & Layout
9 Guidelines · Performance:
Mobile Product Page
32 Guidelines · Performance:
Mobile Product Page Layout, Cross-Sells, & Cross-Navigation
8 Guidelines · Performance:
Mobile Product Descriptions & Variations
8 Guidelines · Performance:
Mobile "Buy" Section, Shipping & Returns
9 Guidelines · Performance:
Mobile User Reviews
7 Guidelines · Performance:
Mobile Cart & Checkout
80 Guidelines · Performance:
Mobile Shopping Cart
11 Guidelines · Performance:
Mobile Account Selection & Creation
6 Guidelines · Performance:
Mobile User Information & Address
11 Guidelines · Performance:
Mobile Shipping & Fulfillment
11 Guidelines · Performance:
Mobile Payment Flow & Credit Card Form
9 Guidelines · Performance:
Mobile Order Review & Confirmation
8 Guidelines · Performance:
Mobile "General Form Design and Checkout Layout "
10 Guidelines · Performance:
Mobile Form Field Usability and Design
14 Guidelines · Performance:
Mobile Customer Accounts
9 Guidelines · Performance:
Mobile Site-Wide Features
20 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.
Dan Murphy’s Desktop Web E-Commerce Design
18 pages of Dan Murphy’s e-commerce site, marked up with 157 best practice examples:
Dan Murphy’s Mobile Web E-Commerce Design
20 pages of Dan Murphy’s e-commerce site, marked up with 168 best practice examples:
Similar Case Studies
Explore similar case studies of Beverages sites:
39 page designs: desktop, mobile
34 page designs: desktop, mobile
37 page designs: desktop, mobile
38 page designs: desktop, mobile
46 page designs: desktop, mobile
30 page designs: desktop, mobile
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:
See all 432 articles in the full public archive.
Premium Research
Get full access to Baymard’s 78,000+ hours of research and empower your UX team and decisions.
Audit Service
Get Baymard to audit your site’s UX performance, compare it to competitors, and identify 40 areas of improvements.
