Digital Services Company Strengthens Checkout & Drives +$1M With Baymard

A digital services company partnered with Baymard to strengthen decisions when working on buying and checkout experiences for SaaS and digital subscriptions.

The context and the challenge

For the company's product and design teams, improving buying and checkout experiences involved several connected decisions:

• Which assumptions to validate
• Which ideas to explore
• How to build support for proposed changes

Baymard provided a research resource for this work.

The team used Baymard both to inform recommendations and to explain changes internally.

Product management used it monthly to improve the buying and checkout flow, including ideas for experimentation.

Putting research into practice

The company combined Baymard’s platform and expert-led UX audit service to drive its design and product roadmap.

From assumptions to experiment ideas

The product team used Baymard to validate assumptions and develop ideas for experimentation.

Research supported the decision-making process of what to explore, and helped the team explain proposed changes to colleagues.

These uses connected research with the decisions behind a recommendation.

The team could draw on Baymard’s UX guidelines when considering an idea, checking a hypothesis, or making the internal case for a change to the buying experience.

Benchmarks as a design reference

The design team used benchmark studies to survey trends and learn about patterns at different stages of a flow. Screenshots were particularly helpful as references, while the research also supported hypothesis validation.

This gave product and design teams complementary ways to use the same resource:

• Developing and explaining recommendations
• Examining how different experiences approached a design problem

+$1M in customer-reported commercial value

The customer credited changes informed by Baymard research with more than $1 million in commercial value.

This was the customer's assessment of the contribution those changes had made to the business.

Building on an existing research workflow

The company previously conducted its own self-assessments, but leveraged Baymard’s audit services and Q&A calls for additional, expert-led, objective support.