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 150,000+ hours of UX research.
This is a sub-set of the full benchmark which includes 123 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.
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 any of the 5 retail sites displayed in the scatter plot above.
Telco Research
At Baymard Institute we have a whole research topic devoted to online shopping UX and usability, specifically for online Telco sites.
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