Internet Service Providers Website UX Audit – Baymard Institute (2023)

Based on the findings from Baymard Institute’s 110,000+ hours of User Experience (UX) research, Baymard will conduct a UX audit of your ISP site.

The in-depth ISP UX audit will be based on 350+ weighted UX parameters uncovered during our large-scale UX testing – and are those we observe to be most relevant for ISP websites. This will provide you with:

  • a detailed 120+ page audit report outlining 40 prioritized and research-backed user experience improvements for your ISP site,
  • provide best practice implementation examples and inspiration from other ISP sites, for each of the 40 identified UX improvements to your site,
  • a detailed unbiased UX performance analysis across the 350+ UX parameters to document your current state and identify the best areas to improve,
  • compare your site’s UX performance directy to the performance of other ISP sites: AT&T, COX, Spectrum, CenturyLink,, Viasat, and BT.

Learn more about our ISP UX audit analysis, deliverables, and costs in the 5 sections below:

What’s Included in a ISP Site UX Audit?

  • A full UX analysis and assessment of your desktop and mobile websites — conducted every year by lead UX researchers at Baymard Institute, utilizing Baymard’s more than 110,000+ hours of large-scale UX research.

  • 7 detailed UX scorecards with a total of 350+ UX performance scoring parameters, used for direct UX performance comparison against other ISP websites (AT&T, COX, Spectrum, CenturyLink,, Viasat, and BT). In addition, you will also get a UX comparison to 197 top-grossing US and European e-commerce sites, to benchmark how your site stacks up to general user expectations.

  • The auditors will write a detailed 120+ page report with 40 suggestions for UX improvement. Each suggestion includes a description of the identified user experience issue along with a proposed solution and 2–4 best practice examples from other ISP sites, and occationally examples outside the ISP industry for cross-industry inspiration.

  • A 2-hour video conference where we go over the audit results with you and your team, to discuss the findings and suggestions for improvements.

  • 12 follow-up calls with your UX auditor after delivering the UX audit findings. For feedback on any redesigns you create, a light review of prototypes, questions, etc.

  • A detailed Year-Over-Year UX performance comparison to past audits – documenting your UX progress, and showing how you stack up to the competition and to user’s increasing expectations, every year.

  • Your whole organization gets annual complimentary access to Baymard Premium with full access to Baymard’s 110,000+ hours of UX research findings, UX certification, etc. (normally $2600/year).

UX Audit Focus

The audit will cover the following areas of your online user experience:

  • Homepage — The homepage structure, design, carousels, personalization, and promotions.

  • Main Navigation & Category Taxonomy — The overall e-commerce category structure and taxonomy, including mega drop-down menus, the visual hierarchy, and the structural component of a site’s product categories, including information architecture, catalog breadth, and category naming.

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  • Query Types — The level of compliance with the overarching types of search queries that users perform. How and what website data is actually searched.

  • Search Form & Logic — The design and behavior of the search field itself, query persistence, manual and automatic search scope selection, how the autocomplete feature (“predictive search”) should be designed,

  • Results Layout & Guidance — How to guide users toward better paths on the results page, “No results” pages, layout and features of the search results page, etc.

  • Product Page Layouts — “Horizontal Tabs”, “Sticky TOCs”, “Collapsed Sections”, “One Long Page”, etc.

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  • The Plan Matrix - Design and user comparison of the plan options, collapsed matrixes and features, explaining unique features, primary CTA, etc.

  • Product Description — Product information and descriptions, the type of content needed, text styling, sub-titles, product headlines, etc.

  • Check Availability — Designing and implementing the interface for checking service availability, how to improve the error recovery and address validation experiences for users and how to implement address lookup features.

  • Shopping Cart Interface & Layout — Implementation of the shopping cart page, including item information, quantity selectors, “Save” features, and order summary information.

  • Checkout Types & Application Form Layout — The layout and design of checkout process steps, as well as traditional multi-step checkout, one-step checkout, and accordion checkout, form fields, primary button, and implementation of cart link.

  • User Information — Form fields for personal user data such as, shipping addresses, billing addresses, name, and phone number. etc.

  • Shipping/Installation Options & Store Pickup — Shipping interface design and information hierarchy, shipping descriptions, order cut-off times, and “Free Shipping” tiers, along with omni-channel features such as Store Pickup, Store Availability, and Ship to Store.

  • Payment Flow & Methods (includes Third-Party) — The payment methods interface, how to integrate and display third-party payment options, gift card redemption flows, international currencies, coupon codes, etc.

  • Credit Card Form — The credit card field design and its validation logic and formatting, along with the expiration date, security code, and cardholder name inputs, field sequence, card icons, and card type selection.

  • Order Review — Review step design, “Place Order” button placement, and necessary review data, along with its editing flow.

  • Order Confirmation & E-Mail (to the extent it’s possible to access this) — The information and actions needed on the order confirmation page, along with the order confirmation e-mail.

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  • User Attention & Interactions — Load indicators, feedback on user actions, the use of overlays, feedback requests, active vs. passive cross-selling, introduction of site-specific features, and embedded content from third-parties.

  • Form Design & Features — How to design and position the primary button, “Apply” buttons, minimizing form intimidation, multi-column layouts, tabbing flows, CAPTCHAs, back-button and enter-keystroke behavior.

  • Validation Errors & Data Persistence — How to design and position error messages, how to word them, and persisting data in non-secure and secure form fields, along with inline validation.

  • Field Labels & Microcopy — Marking optional and required fields, field label position, tooltips, and optimizing microcopy and descriptions.

  • Field Design & Features — How to match the type of interface with the input type, drop-downs and radio button implementations, input masks and character restrictions, custom designed input fields, etc.

  • Default Values & Autocompletion — Intelligent form features, including inferred selections, pre-fills, auto-fills, and personalization of the checkout flow.

  • ‘My Account’ Sign-In — Account sign in, including password reset and account lockouts, “Soft” sign in, automatic sign out, and where users should be sent after signing in.

  • ‘My Account’ Drop-Down — Placement of the “My Account” drop-down menu, account features to include, how the “My Account” drop-down should be structured and styled, personalization, and what “My Account” drop-down implementations should be avoided.

  • ‘My Account’ Dashboard — Providing paths to all ‘My Account’ features, highlighting recent orders, limiting ads, and using icons; dashboard designs that use a sidebar or “Cards“ for navigation.

  • ‘My Account’ Stored Addresses, Payments, and Newsletters — Credit card updating flow, default addresses, editing vs. adding a new address, newsletter frequency and “unsubscribe“, confirmations, and ‘Apply’ buttons.

  • Mobile Basics — Content and structure of mobile site vs. desktop site, size and spacing of of hit areas, multiple hit-areas within the same visual element, font-sizes, landscape mode, bugs and quirks vulnerable to the mobile platform, auto-zoom, etc.

  • Mobile Site Homepage & Main Navigation — Main navigation design and logic, double-hit area issues, homepage structure and design, auto-rotating carousels, etc.

  • Mobile Search — User’s crossover from category navigation to search, search scopes, misspellings and synonyms, search query support, “No results” pages, Faceted Search filters, etc.

  • Mobile Product Page Layouts — Product page structure, sub–product pages, collapsed product page sections, “add to cart” button placement, “Store Pickup”, etc.

  • Mobile Product Descriptions — Product information and descriptions, the type of content needed, text styling, sub-titles, product headlines, etc.

  • Mobile Plan Matrixes — Design and user comparison of the plan options, collapsed matrixes and features, explaining unique features, primary CTA, etc.

  • Mobile Shopping Cart — Cost estimates, number and placement of “checkout” buttons, saving mobile carts, picking up mobile carts on desktop devices, etc.

  • Mobile Registration & Checkout Steps — Account creation, addresses, shipping methods, “Store Pickup”, payment, order review, linear checkout flows, mobile process steps, etc.

  • Mobile Checkout UX — Optional vs. required fields, minimizing number of fields, form field label placement in smartphone portrait and landscape modes, inline labels, floating labels, grouping checkout info for mobile overview, field context, location detection, touch keyboard auto-correct, optimized keyboards, auto-capitalization, etc.

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Custom ISP Competitors

In addition to auditing your site UX and comparing it to AT&T, COX, Spectrum, CenturyLink,, Viasat, and BT, we can also expand the project scope to include a custom competitive UX audit against any local or direct ISP competitor(s) you’d like. This is available for sites in most countries and languages.

What Are Audits For?

Most commonly, our UX audit services are used by:

  • Sites that would like to benchmark their UX performance to see how they stack up against major competitors and “State of the Art” sites, to know where resources are best spent on further UX improvements.
  • Sites that would like inspiration and verification of their new redesign. For example, before spending resources on the final production code — auditing prototype designs are cheaper than re-coding.
  • Optimized sites that need a pair of external and unbiased eyes to identify the last tweaks and improvements.
  • Sites that would like to track their UX performance year-over-year, to measure and document UX progress towards stakeholders and over time.

Return on Investment

Even the smallest improvement in conversion rate for any site with significant sales will lead to a notable return on investment. For example, an improvement from 3.1% to 3.6% in conversion rate for a site with $50,000,000 annual sales will yield $8,060,000 extra sales every year.

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