Retailers have been optimizing their ecommerce websites for years to try and combat alarmingly high cart abandonment rates (up to 80% in some cases). However, as our latest UX benchmarking report reveals, there’s still plenty of room for improvement.

In UserZoom’s Ecommerce UX Competitive Benchmark, we compare four popular retailers – Target, Crate & Barrel, Pier 1 and Bed, Bath & Beyond – based on various behavioral UX KPIs and attitudinal UX measures to see which provides the best experience.

For a deeper dive into the results, you can download the full report or join us for a live webinar on July 24, where Kuldeep Kelkar, Vice President, User Experience Consulting & Professional Services, and Toni Allen, Senior UX Researcher will discuss the complete UX Benchmarking Study.

In the meantime, here are three key highlights from the benchmark.

Methodology

UserZoom compared the four ecommerce websites using both qualitative think-out-loud usability testing and task-based, large sample usability studies with screen recording.

220 participants were asked to test the four ecommerce sites. Participants navigated live websites to perform four key tasks, while UserZoom recorded behavioral and attitudinal data. 20 of the 220 participants spoke out loud during this usability test for in-depth understanding.

We assigned each company a composite score, combining behavioral UX KPIs (task success) and attitudinal UX measures (ease of use, trust, appearance and loyalty).

For more in-depth information on the methodology and how we create the benchmark score, download the full report.

Email opt-in for the win

Proving that not all email pop-ups suck, Bed, Bath & Beyond are far ahead of the competition when it comes to email opt-in.

With Bed, Bath & Beyond’s pop-up, the benefits of signing up were clearly communicated along with an
obvious call-to-action. While a sense of urgency was created with the deal only being available for 48 hours.

This is in stark contrast with Pier 1 Imports’ opt-in, which was largely ignored thanks to its transparency. Participants were too distracted by what was going on beneath the pop-up.

Hunting high and low… and beyond

When it comes to finding and browsing products, all four sites had high task success rates, which means that our participants could navigate and find the products they were looking for even while using filters.

However, Bed Bath & Beyond’s website had navigational as well as performance issues. For example, each time the price filter was applied, the entire page refreshed. This led to the perception that the site was slow loading.

Dashing through the checkout

Likewise, task success rates were high for our checkout task, but web form-design best practices were not followed by the retailers.

Specifically, there was a lack of clarity on whether dashes needed to be entered in the credit card and phone number fields. To further irritate our participants, the error prompts did not provide any instructions on how to correct the errors.

As one of our participants stated, “It’s telling me to put in a valid number – seems like it’s missing a couple of digits, but it won’t allow me to put in the last 3 digits when entering numbers with dashes”

To find out which retailer came top of the benchmark, as well as our key recommendations for digital teams to help them improve their own user experience, download the full ecommerce benchmark report.

Main image by Fabio Bracht