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M-Commerce Usability

Exploring the mobile shopping experience

An original research study by Baymard Institute

After a year of user testing and research, the most extensive usability study on mobile e-commerce shopping is ready.

Full access to the Mobile E-commerce Usability study includes both a 495-page report with 146 actionable guidelines, and a benchmark database with 5,200 UX performance scores and 3,600+ mobile implementation examples.

This research-based and pragmatic toolset will help you achieve the best possible mobile site experience and conversion rate.

“Baymard produces some of the most relevant and actionable user experience research available. They really understand the needs of UX and Product Management professionals, and their deep experience in the eCommerce field allows them to offer sophisticated, nuanced insights.

Report: 146 Research Driven Guidelines on Perfecting Mobile E-Commerce

Mobile traffic has soared in recent years and now constitute 30-50% of all traffic on many e-commerce sites. However, it’s not uncommon for mobile e-commerce sites to have a significantly poorer conversion rate than their desktop counterpart – in some cases converting less than half as many visitors into customers.

This mobile usability study reveals how the touch interface, the small screen, and user’s mobile behavior introduce a whole host of pitfalls to watch out for when designing and running a mobile e-commerce site.

Despite testing the mobile sites of some of the largest e-commerce players in the world, the test subjects encountered a staggering 1,000+ usability-related issues during the test sessions. These usability issues have been analyzed and distilled into 146 design guidelines on how to best design and structure a high-performing mobile e-commerce site, as well as documenting how end-users perceive and interact with mobile sites in a shopping context.


What you’ll get in the Homepage & Category report

146 research-based design guidelines divided into 26 mobile design concerns.

94 user quotes illustrating how users think when shopping on mobile sites.

705 images from the test sessions for detailed insights and design inspiration.

5 industry guides for Electronics, Apparel & Decor, Bookings, Flowers, and Mass Merchants.

495 print-optimized pages exploring the mobile shopping experience.

“I can not tell you how much help your benchmark studies have been for our company, e-commerce and UX teams. We have used and continue to use these reports for baseline benchmarks as we build test protocols or eye tracking scripts etc in lab.

Slide through the report


Table of contents

  1. Introduction 5 pages
  2. Benchmark Analysis 11 pages
  3. Mobile Spending Trends 4 pages
  4. Guideline categories:
    1. Understanding Mobile 89 pages 28 guidelines on full site, native app, and mobile site, intelligent features, hit areas, readability, etc.
    2. Product Finding 117 pages 35 guidelines on navigation, product browsing, search, filtering, sorting, etc.
    3. Product Information 49 pages 17 guidelines on product page design, product images, descriptions, specs, compatibility, etc.
    4. Checkout Process 66 pages 21 guidelines on cart, shipping, account, mobile payments, reviewing information, etc.
    5. Data Input 109 pages 35 guidelines on form layout, input functionality, field descriptions and labels, touch keyboards, etc.
    6. Implementation 22 pages 10 guidelines on the technical implementation of your site, specifically performance and error recovery
  5. Industry-specific checklists:
    1. Computers & Electronics 12 guidelines
    2. Apparel & Home Decoration 9 guidelines
    3. Aviation, Tickets & Rentals 12 guidelines
    4. Flowers & Gifts 4 guidelines
    5. Mass Merchants 19 guidelines
  6. Checklist for all 146 guidelines 11 pages
  7. Methodology, authors, etc. 5 pages

“The Baymard reports have proven to be an invaluable resource for us. Comprehensive, pragmatic and actionable. We have redesigned our checkout process and made changes to our category pages based on usability guidelines in the reports.

Benchmark: Is Your Mobile Experience Better than Nike’s, Sears’, or Etsy’s?

Based on the findings from the usability research study we’ve benchmarked the full mobile user experience of 50 major US e-commerce sites. This comprehensive benchmark database with 678 mobile page types manually reviewed and annotated, provides you with 2,100+ categorized mobile screenshots and 3,600+ implementation examples of the 146 mobile e-commerce usability guidelines.

The benchmark database is fully integrated with the report and comes bundled as part of the purchase, providing you with 50 case studies of the benchmarked mobile e-commerce sites, acting as examples and inspiration on how to design and implement your own top performing mobile e-commerce site.

Furthermore the benchmark database provides a tool for you to review your own site (or your client’s) and compare it directly against the performance of the top 50 mobile e-commerce sites.


What You’ll Get in the Homepage & Category Benchmark

Full unrestricted access to the benchmark database with mobile usability reviews of 50 top grossing e-commerce sites.

678 page designs for systematic design inspiration on a particular page type (Mobile Navigation, Mobile Product Pages, etc).

An interactive review tool to rate your own mobile UX performance and see how it stacks up to the competition.

5,000+ UX performance scores providing a detailed breakdown of mobile e-commerce strengths, weaknesses, and common mistakes.

3,500+ best- and worst practice examples, illustrating how to implement the 146 mobile usability guidelines.

“Excellent tool – looking forward to using it with our other sites and prototypes as they’re developed.

Compared to other industry reports

eConsultancy M-Commerce Best Practice Baymard Institute M-Commerce Usability Forrester Mobile Retail Forecast
Pages: 24 pages 495 pages 11 pages
Guidelines: - 146 guidelines 7 takeaways
Source: Author’s thoughts User testing Forecast model
Benchmark: No Yes, 50 sites reviewed No
Review tool: No Yes, interactive auditing tool No
Price: $300 $250 $499
Refund: No Yes, 14 days full refund Yes, 1 day full refund

“These reports are fabulous. The content is exactly what our team has been looking for, and so much more! Extremely helpful, thank you!

Get your report and benchmark now

Get instant access to the usability report and benchmark database for $250, and start improving your mobile e-commerce site today at just $1.7 per actionable guideline.

Refund policy: We stand by our research and offer you a full 14 days “no questions asked” refund. If you’re not satisfied, simply e-mail us at christian@baymard.com for a full refund.

Report details

  • Title: M-Commerce Usability
  • Authors: Jamie Appleseed, Christian Holst
  • ISBN: 978-87-994365-6-9
  • Published: October 2015
  • Delivery: Instant PDF-download (DRM-free), 98mb
  • Content: 495 pages, 146 guidelines

Benchmark details

The benchmark database has four components:

  • Review: Interactive checklist for reviewing your own sites
  • Guidelines: 146 usability guidelines with examples from the 50 benchmarked sites
  • Site reviews: Case studies of the top 50 grossing e-commerce sites
  • Page types: Navigate mobile site designs by type of page

Report license

The report and Baymard Pro account are intended for internal use - for you and your team.

You and your team are allowed to both print and digitally distribute the report to employees within your own organization (i.e. within the same legal entity), as long as it is not accessible to anyone outside it.

We trust our customers, so all reports we sell are unrestricted – this means that no DRM or other restrictive technologies are used.

Authors

Research is conducted and published by Baymard Institute, and written by its two founders:

  • 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.

Baymard Institute’s research is used by:

“Baymard have been a great resource in helping us improve the customer experience. We are continually applying these best practices to our sites.

“Intelligent, consumer-focused insights that are clear and actionable. The team in the room really loved the way the Baymard Institute highlighted the optimizations in the various user experience elements (copy, layout, design, calls-to-action…), from the perspective of consumer struggles. Baymard’s Usability research really compliments our other existing research tools.

“It is immensely valuable having a thorough, independent study to help validate my work and in particular, help facilitate buy-off from stakeholders. Baymard has quickly become one of my most trusted resources for the UX/UI field.

“Thank you. This was an excellent piece of work: professional, thorough, and actionable for the team. We're very happy with the work Baymard has done for us so far, and I hope we'll have the chance to work together again on future projects.

“I have found the M-Commerce and E-Commerce reports very useful, thank you!

“Thank you for all the value delivered ahead of our new fiscal years. Your insights not only provided a definitive foundation for our UX roadmap but completely sold our executive team on the value of expert usability insights. Your service paid for itself in a matter of days and ensured all critical gaps will be filled ahead of us running the audit again next year.

“I can not tell you how much help your benchmark studies have been for our company, e-commerce and UX teams. We have used and continue to use these reports for baseline benchmarks as we build test protocols or eye tracking scripts etc in lab.

“Given the tricky science of conversion rate optimization, it is great to know that you are dealing with professionals whose advice is based on solid research. It was a pleasure collaborating with the Baymard team.

@iamFinch

“Comprehensive study on mobile e-commerce shopping from the good folks at @Baymard is out. http://t.co/ibVtKy6tqo”

“The guidelines are extremely valuable and helpful.

“The Baymard reports have proven to be an invaluable resource for us. Comprehensive, pragmatic and actionable. We have redesigned our checkout process and made changes to our category pages based on usability guidelines in the reports.

“Wow, this is great! Just reviewed it with the team. It's a huge help and we're excited to fix these issues.

“The walkthrough today was great. The report was very, very well done and loaded with great opportunities for us to improve our business. I wanted to again express my appreciation for working with us on such a condensed time frame last month. You and your team have been amazing partners to us and we very much appreciate the work, expertise and partnership.

“Excellent tool – looking forward to using it with our other sites and prototypes as they’re developed.

“I really like the work Baymard Institute does around usability. Their articles often get my Ecom gears turning.

“We like what we are reviewing from the audit - great analysis and feedback.

@victorbejar

“Useful study to dive into mobile #ecommerce https://t.co/yU40gKmujK”

“We have worked with a number of third party companies before on various projects/audits, and I can certainly say that working with Baymard was not only a pleasure; but you delivered on time; to the level of depth we wanted; addressing important issues; and answering all our questions; and you did all this for a great price. A big THANK YOU on behalf of N11.

@ecomchat

“Big recommendation from @waligorski: I REALLY recommend the BI report. http://t.co/xw6LXkm5iP - best 150$ spent. (cc @baymard) #ecomchat”

@hughgraham

“Useful report from @KiehnHolst @Baymard on fundamentals of M-Commerce Usability http://t.co/IJjWqZ4hQy via @smashingmag”

“Baymard’s real-user research is invaluable for ecommerce marketers. It leaves no stone unturned, and with the guideline checklists provided, you’ll be well equipped to optimize your mobile presence.

“Thanks for everything. The audit was extremely useful, I think we have gained valuable insight.

@digital_darts

“The Baymard Institute have some seriously good reports on ecommerce usability, design, and best practices: http://t.co/cuxO3VwiVe”

“We found the audits extremely helpful and validated a number of changes we have been wanting to make or are in the process of making, so thank again for all the great insights.

@ibagaz

“Useful #usability report for mobile shopping experience #ux - http://t.co/IJW4oH1i2e”

@stuartcurran

“Baymard Insitute release their M-Commerce Usability Report. Worth getting if it's as good as their E-Commerce one. http://t.co/xewjV4vHgm”

“Worth every dollar. It’s well done, good looking and simply very useful.

“I love the information that you guys provide and have bought a couple of reports. Love them.

“Baymard produces some of the most relevant and actionable user experience research available. They really understand the needs of UX and Product Management professionals, and their deep experience in the eCommerce field allows them to offer sophisticated, nuanced insights.

“These reports are fabulous. The content is exactly what our team has been looking for, and so much more! Extremely helpful, thank you!

@SAP_Retail

“Does your #ecommerce site suffer from the usability problems Baymard Institute's study uncovered? http://t.co/QTx4U5NrWl RT @boxuk”

“Contains some very good points and interesting findings.

See all 32 testimonials

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