About Baymard Institute

We're an independent web usability research institute

Discovering, documenting and sharing the best ways to improve the online user experience.

We believe in what we call "actionable research" – taking the originality and thoroughness of academic research, but presenting it in a pragmatic and user-friendly format.

In short: research-based content presented in an easy-to-use format.

What we do


UX Articles

Published approximately every second week since September 2009, there's now 171 free articles ready for your perusal on the topics of web usability, UX design and e-commerce optimization.

Latest articles

Entire archive



Research Products

Comprehensive research reports with months of user testing distilled into concrete design guidelines for improving the user experience of e-commerce and m-commerce sites.

E-Commerce Checkout

Homepage & Category

E-Commerce Search

Product Lists & Filtering

Mobile E-Commerce


Labs & Resources

Occasional experiments and resources we develop for improving web UX; like the open source redesigned country selector or a documented average of cart abandonment rates.

Country selector

Mobile touch keyboards

Cart abandonment rates

Work cited at




Christian Holst

User experience engineer with a master's degree from the Technical University of Denmark. He has worked with designing user experiences in both the hearing aid and the credit card industry before co-founding Baymard Institute 2009.


Jamie Appleseed

Has a decade's worth of work experience designing and coding websites, with a focus on user experience. He has worked as lead developer on numerous web projects at web agency Spoiled Milk before co-founding Baymard Institute in 2009.


E-mail: info@baymard.com

Phone US: +1 (415) 315-9567

Phone EU: +45 3696 9567

Baymard Institute
Vesterbrogade 74, 3rd floor
1620 Copenhagen

VAT no: DK30423356

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