Cole-Parmer’s E-Commerce UX
This is a case study of Cole-Parmer’s e-commerce user experience (UX) performance. It’s based on an exhaustive performance review of 500 design elements. 122 other sites have also been benchmarked for a complete picture of the e-commerce UX landscape.
Cole-Parmer’s overall e-commerce UX performance is mediocre. This is mainly due to poor Product Page, Mobile Web, and On-Site Search performances.
Overall UX Performance
500 Guidelines · Performance:
Desktop Web
296 Guidelines · Performance:
Homepage & Category
31 Guidelines · Performance:
Homepage & Main Navigation
15 Guidelines · Performance:
Category Taxonomy & Intermediary Category Pages
8 Guidelines · Performance:
Site-Wide Layout
8 Guidelines · Performance:
On-Site Search
32 Guidelines · Performance:
Search Query Types
6 Guidelines · Performance:
Search Form & Logic
7 Guidelines · Performance:
Search Autocomplete
8 Guidelines · Performance:
Results Logic & Guidance
4 Guidelines · Performance:
Results Layout & Filtering
7 Guidelines · Performance:
Product Lists & Filtering
53 Guidelines · Performance:
List Layout
5 Guidelines · Performance:
Loading Products
4 Guidelines · Performance:
List Items: Product Info & Thumbnails
9 Guidelines · Performance:
List Items: Product Info
5 Guidelines · Performance:
List Items: Product Thumbnails
4 Guidelines · Performance:
List Items: Interface & Hit Areas
5 Guidelines · Performance:
Filtering: Available Filters
5 Guidelines · Performance:
Filtering: Scope & Logic
8 Guidelines · Performance:
Filtering: Interface & Layout
10 Guidelines · Performance:
Sorting
7 Guidelines · Performance:
Product Page
48 Guidelines · Performance:
Product Page Layout
9 Guidelines · Performance:
Product Images & Gallery UI
11 Guidelines · Performance:
The 'Buy' Section
7 Guidelines · Performance:
Shipping & Returns
6 Guidelines · Performance:
Product Description & Specification Sheet
10 Guidelines · Performance:
Cross-Sells & Cross-Navigation
5 Guidelines · Performance:
Cart & Checkout
106 Guidelines · Performance:
Shopping Cart & “Added to Cart” Behavior
10 Guidelines · Performance:
Account Selection & Creation
7 Guidelines · Performance:
Checkout Types & Layout
10 Guidelines · Performance:
Customer & Address Information
9 Guidelines · Performance:
Shipping & Store Pickup
5 Guidelines · Performance:
Payment Flow & Methods (Incl. Third-Party)
6 Guidelines · Performance:
Form Fields & Page Design
14 Guidelines · Performance:
Field Labels & Microcopy
6 Guidelines · Performance:
User Interactions & Distractions
8 Guidelines · Performance:
Credit Card Form
10 Guidelines · Performance:
Validation Errors, Field Design & Autocompletion
25 Guidelines · Performance:
Validation Errors & Data Persistence
10 Guidelines · Performance:
Field Design & Features
11 Guidelines · Performance:
Default Values & Autocompletion
4 Guidelines · Performance:
Order Review & Confirmation
10 Guidelines · Performance:
Order Review
5 Guidelines · Performance:
Order Confirmation & E-Mail
5 Guidelines · Performance:
Customer Accounts
26 Guidelines · Performance:
Account Drop-Down and Dashboard
8 Guidelines · Performance:
'Your Account': Addresses, Payments, & Newsletters
9 Guidelines · Performance:
Account-Wide Navigation, Structure, & Information
9 Guidelines · Performance:
Mobile Web
204 Guidelines · Performance:
Mobile Homepage & Category
17 Guidelines · Performance:
Mobile Homepage & Main Navigation
10 Guidelines · Performance:
Mobile Category Taxonomy & Category Pages
7 Guidelines · Performance:
Mobile On-Site Search
23 Guidelines · Performance:
Mobile Autocomplete
7 Guidelines · Performance:
Mobile Query Types
6 Guidelines · Performance:
Mobile Design & Logic
10 Guidelines · Performance:
Mobile Product List
37 Guidelines · Performance:
Mobile Product List Layout & Features
14 Guidelines · Performance:
Mobile Filtering & Sorting
12 Guidelines · Performance:
Mobile List Item Content
11 Guidelines · Performance:
Mobile Product Pages
39 Guidelines · Performance:
Mobile Product Page Layout
6 Guidelines · Performance:
Product Images & Gallery UI
8 Guidelines · Performance:
Buy Section
4 Guidelines · Performance:
Shipping & Returns
5 Guidelines · Performance:
Product Description & Specification Sheet
11 Guidelines · Performance:
Cross-Sells & Cross-Navigation
5 Guidelines · Performance:
Mobile Checkout
70 Guidelines · Performance:
Mobile Checkout Layout
4 Guidelines · Performance:
Mobile Shopping Cart
6 Guidelines · Performance:
Mobile Account Selection & Creation
6 Guidelines · Performance:
Mobile User Info
6 Guidelines · Performance:
Mobile Shipping & Store Pickup
4 Guidelines · Performance:
Mobile Payment Flow & Credit Card Form
14 Guidelines · Performance:
Mobile Form Fields
7 Guidelines · Performance:
Mobile Field Validation
8 Guidelines · Performance:
Mobile Input Optimization
6 Guidelines · Performance:
Mobile Order Review & Confirmation
9 Guidelines · Performance:
Mobile Site-Wide Features & Elements
18 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.
Cole-Parmer’s Desktop Web E-Commerce Design
27 pages of Cole-Parmer’s e-commerce site, marked up with 250 best practice examples:
Cole-Parmer’s Mobile Web E-Commerce Design
19 pages of Cole-Parmer’s e-commerce site, marked up with 175 best practice examples:
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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 413 articles in the full public archive.
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