New Health and Beauty UX Research: 3 High-Level Takeaways from 3,000+ Hours of Testing

The Importance of Visuals

One of the most striking findings from the Baymard Institute's extensive research is the critical role of product visuals in the health and beauty shopping experience. With 3,000+ hours of usability testing across 18 U.S. sites, it became clear that users are heavily reliant on visuals to make informed purchasing decisions. Unlike other ecommerce categories, health and beauty products require users to visualize how a product will look on their unique skin tone or hair type. A participant lamented the lack of diverse model images, stating, "I don’t necessarily like that they don’t have a lot of photos with the models having it on their skin!" This highlights how essential it is for brands to provide a variety of images, including applied makeup on models of different skin tones.

Navigating Product Labels

Another significant takeaway is the necessity for clear product labeling. Users often encounter confusion when faced with vague shade names like "Linen" or "Ginger." One frustrated participant remarked, "Well! For one thing it doesn’t have the undertone information as far as ‘medium, tan’..." This ambiguity can lead to abandonment, as users struggle to find their ideal shade. The research emphasizes that clear, descriptive labels—such as "medium with olive undertones"—are vital for guiding users through their selection process. This is particularly crucial for complexion products, where the stakes are high.

Building Trust with Social Proof

Once users have selected a product, they often turn to reviews for reassurance. Interestingly, the study found that in the health and beauty sector, a high star rating is less influential than the reviewer's specific beauty profile. A participant expressed her need for context in reviews, saying, "I would like to see what type of hair this person has..." This indicates that users are looking for relatable feedback. By surfacing details like age, skin type, and hair type, brands can enhance user confidence and increase the likelihood of purchase.

Creating an In-Store Experience Online

Ultimately, the research underscores the importance of replicating the in-store experience as closely as possible. Users want to feel as though they can test products, even when shopping online. This means providing comprehensive visuals, clear product information, and features that facilitate easy navigation. As one participant noted, "I probably wouldn’t add that to the cart" when she couldn't find sufficient product information. The disconnect between online and in-store shopping is particularly pronounced in health and beauty, making it essential for brands to bridge that gap effectively.

In summary, the findings from this extensive UX research reveal that health and beauty ecommerce sites must prioritize visuals, clear labeling, social proof, and an immersive shopping experience to meet user expectations and reduce abandonment rates.