Testimonials & Media Citations

What clients and the press are saying about Baymard’s research

Nike Inc. Logo

“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.

Google Logo ‘Google Design Manual: Typography’ by June 25, 2014

“Consider this advice on readability and line length from the Baymard Institute: You should have around 60 characters per line if you want a good reading experience. Having the right amount of characters on each line is key to the readability of your text [...]

Author of 'Don't Make Me Think' Logo

“Damn. The reports that the @Baymard folks do cost money, but they're worth it.

Sears Logo

“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.


Clients Include

Baymard’s research is used by more than 3,000 e-commerce companies, researchers, and UX designers, from 80+ countries, and includes 71% of all Fortune 500 companies within e-commerce, including:


Customer Testimonials

Baymard’s research is recommended by designers, e-commerce owners, and companies of all sizes:

Sears Logo

“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.

Office Depot Logo

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

Belk Logo

“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.

Overstock Inc. Logo

“Thanks again for the great work on our checkout project. Our whole group found it incredibly insightful. We’re applying the suggestions you provided to our new checkout design which launches at the end of the month! One of my colleagues was also interested in your group’s competitive expertise with regard to responsive web and native apps.

Etsy Logo

“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.

T-Mobile / Deutsche Telekom AG Logo

“Thank you very much for the 7 usability audits of our country-specific sites. The audits have provided us with specific and actionable advice, allowed us to prioritize development resources , and enabled us to compare UX performance between the 7 different country-specific sites, and against State of the Art implementations. The audit itself is done really professionally and the recommendations contain actionable and insightful information.

Author of 'Don't Make Me Think' Logo

“Damn. The reports that the @Baymard folks do cost money, but they're worth it.

B&H Photo & Electronics Corp. Logo

“I can confirm that the list was fully implemented. Every time we put up a change we either A/B test or we watch it very closely to determine that it's doing better and not the opposite. So I can confirm that these fixes have improved our checkout. Thanks for everything.

Lenovo Logo

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

Harley-Davidson Logo

“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.

Columbia Sportswear Logo

“This was indeed very helpful guidance and a very well-documented roadmap for us to fix, validate, organize, collectively understand and continually improve our ecommerce foundation. The videos really are an added plus for those who could not make the live presentation and for our continual review between cross functions.

ClickBank Logo

“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.

Jarden Consumer Solutions Logo

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

Hallmark Logo

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

Keurig Green Mountain Logo

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

@SAP_Retail

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

John Lewis Logo

“Many thanks for presenting earlier. I have caught up with the teams and they all found your audit report really useful and are on board with the suggestions.

Room & Board Logo

“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.

prAna Logo

“Wanted to thank you again for the checkout audit and walking us through the process. It was super helpful and we can't wait to apply the changes to our checkout for a better user experience.

Sports Authority Logo

“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.

Nutrisystem Logo

“The recommendations in our Checkout Usability Audit were awesome - well prioritized, actionable and helped us focus on what to optimize. This audit, along with the e-Commerce Usability Reports & Benchmark Databases, are my go-to resources for thorough, insightful information. Thank you!

Clicktale Logo

“Some time ago we purchased the Ecommerce Homepage & Category report - the research and insights are extremely useful to us and help us a lot in our work!

Epicenter Consulting Logo

“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.

RepairClinic.com Logo

“Within a very short time Baymard Institute provided 15 clear, useful improvement suggestions for our checkout process. We intend to implement all of them. It’s easy to find companies that offer website improvement suggestions. But, most companies don’t do their homework and don’t provide specific examples of how best to make the improvements. With Baymard Institute, the checkout process suggestions they made were intuitive, specific, and actionable. I highly recommend their audit service.

StickerMule.com Logo

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

Hallmark Cards, Inc. Logo

“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.

Smashing Magazine Logo

“This is very, very useful! Let me check what we can do to improve the usability in the Smashing Shop.

Nike Inc. Logo

“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.

S3 Stores Logo

“We implemented “E-Commerce Checkout Usability” guide for all our stores and saw doubling of checkout conversion rates. We will soon work on implementation of other usability guidelines. Thank you Christian and Jamie for your excellent work!

Kohl’s Logo

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

Carnival Cruise Lines Logo

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

n11.com Logo

“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

Elastic Path Logo

“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.

EasyAsk Logo

“I have purchased the e-commerce search usability report and it's great. We use it as a benchmark for search best practices.

@digital_darts

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

IATV Logo

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

iProspect Logo

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

“We recommend it, especially if you plan on re-developing your website – and you want to make sure your web company is doing something near best practice.

@stuartcurran

“Another terrifically good value report from @Baymard on homepage and category usability http://t.co/F9vJYw2f24

@jackzerby

“Just read through all 144 pages of the @Baymard E-Commerce checkout usability report. Amazing stuff, very helpful. http://t.co/tPcbHKFm

“I am just thrilled by this study, it's helped me in the construction of my online store checkout. All points in this study make incredible sense, and I cannot help but incorporate all of these suggestions. Incredible.

Enter.ru Logo

“My first impressions of the study - are awesome! It’s really convenient to combine reading guidelines with viewing individual elements from the benchmark database.

Nosto Solutions Logo

“I really encourage you to look at it. There’s some really interesting research.

@stuartcurran

“@bibinex It costs but it's excellent value. Highly recommend their stuff https://t.co/ZjASSp6DdI

@waligorski

“Baymard Institute - Ecommerce Checkout report & guideline is imho the best resource out there for this topic #EcomChat

@timlb

“E-Commerce Product List Usability: Report & Benchmark {coffee-break read right there http://t.co/ebIZcHj4BB

@jordiobdotcom

“@natzir9 @jrosell @xavier_colomes @rtayar E-Commerce Product List Usability: Report & Benchmark http://t.co/7bujz0YTzH

RepairClinic.com Logo

“Baymard Institute reports are first-rate. I've successfully used several of them to make substantial and measurable improvements to ecommerce websites.

Purch Logo

“Really good rundown on all these thing. I definitely think we got a lot of value out of it, and we’re excited to get it all in and do some A/B testing on this.

@iamFinch

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

RepairClinic.com Logo

“We implemented the majority of your checkout recommendations and a/b tested most of them, in every instance your recommendation provided the catalyst for us to make an improvement. Your approach and methodology has proven itself to be valuable. Now, when a new report comes out from your office we just buy it right away.

@maxxon15

“I'm always blown away by Baymard's research! Deconstructing E-Commerce Search: 12 Query Types http://t.co/Ya4qIQFC7O via @Baymard

@magento

“A sneak peek at 'Homepage & Category Usability' by @Baymard: http://t.co/V6gzKVoaaU - exploring the customer's product finding experience.

Answers.com Logo

“It's a very useful study.

@dtelepathy

“Great UX report on shopping cart checkout forms/process we have used in a few audits recently. http://t.co/vkpeYOAS

@paulirvine

“New e-commerce usability report c/o @Baymard helps us help our customers find the products they are looking for: http://t.co/6dRtNcUeuG

@factorfirm

“Is eCommerce search usable? @Baymard report shows top retailers are missing key functionality http://t.co/oWCPSo2uq6

@smhunt

“An incredible resource for ecommerce geeks and web retailers - ecommerce checkout study http://t.co/5WAP1mcg

@jbillingsley

“@OptimiseOrDie @paulrouke Best checkout resource has to be from the Baymard Institute guys: http://t.co/38LO0dG4

@VeInteractive

“A very useful guide to compare your checkout to the top 100 e-Commerce retailers. http://t.co/Bigqetps

@ishmatt

“Also, very thorough research on (often undervalued) search for ecommerce sites http://t.co/xImslWKL2o via @SidebarIO

“I wanted to write you a note to tell you how much I've gotten out of the Usability Benchmark I bought this Summer. We often get asked to for help with checkout usability and I often refer people your way. Keep up the great work!

Retail Express Logo

“I often refer to myself as 'the worst type of user' because I have adapted to standard/bad UX practices when browsing eCommerce sites. I have found Baymard Institute is an incredible resource for getting some insight into user behaviour for making websites foolproof.

PLI Logo

“The 3 reports I purchased before were helpful to me and my colleagues, which is why I immediately wanted to purchase the 'E-Commerce Usability: Product Page' study. It is also very timely as we are in the process of preparing to completely redesign our website including adding new CMS and other tools.

Fast Growing Trees Logo

“We implemented this [1 of the 15 audit suggestions] and since then we’ve had a 20% increase in warranties added and a pretty healthy average order increase because of that. That was a great suggestion, it hit our bottom line immediately.

Sears Canada Logo

“A great, informative and impactful weeklong workshop with Baymard. We left with many actionable insights into how to improve overall user experience on our site. Our team now feels confident in their ability to identify and solve issues on their own.

Microchip Logo

“A great presentation, and the results were very eye-opening. It's really helpful.

Apptus Logo

“We've been consuming the Baymard Institute reports for a while but the in-house workshop was really the thing that connected all the dots around ecommerce UX together for us. Now our entire team has a common base of understanding, a language, and clear quantified evidence of the importance of common UX guidelines and pitfalls. Reading a report is one thing but actually forcing yourself to apply findings on a real world case was the greatest takeaway from the workshop. UX is often an tricky science subject to a lot of emotional bias and gut feeling. Not so much anymore.

Kingfisher PLC Logo

“The Baymard E-commerce Usability reports have proven to be a valuable resource for UX teams within our organisation both at group and operating company level. The reports contain precise, actionable insights and recommendations which are backed up by extensive research and data. The severity and frequency ratings have helped our development teams to prioritise which areas to improve first. The most recent improvements we’ve recommended from the Ecommerce Search report have been extremely well received by senior stakeholders and have already been fed into the backlog. We’ll definitely be purchasing more reports, thank you.

Bell Canada Logo

“Thank you for the UX audit presentation, it was FANTASTIC. People here are quite pleased and amazed by the amount of work that was put into this.

See all 71 testimonials


Research Cited By

Baymard’s research is frequently cited by the press, in business white papers, and industry publications, including:

The Wall Street Journal Logo ‘What Online Retailers Will Do to Get You to Click 'Buy'’ by January 12, 2015

“Unexpected extra costs at checkout – sales tax, shipping fees – are responsible for 33% of abandonents, Mr. Holst's firm has found. Another 23% are abandoned when shoppers are forced to create an account...

Entrepreneur Logo ‘4 Powerful Strategies to Guide Your Buyers Through the Purchase Cycle’ by November 23, 2016

“Trust is a bigger issue than many think: In a survey of 1,044 participants conducted by Baymard Institute, 18 percent of users cited not trusting a website with their credit cards or payment information as their reason for not completing a purchase there.

Forbes Logo ‘5 Secrets To Boosting E-Commerce Revenue’ by August 3, 2016

“Did you know you’re losing as much as two-thirds of your revenue right now? According to the Baymard Institute, the average cart abandonment rate is 68.63% based on the analysis of 33 studies containing data on Ecommerce shopping cart abandonment.

Inc Logo ‘3 Things You Need to Do Right Now to Make More Sales’ by June 19, 2017

“According to the Baymard Institute report, the biggest reason people abandon their shopping carts is because the extra costs, like shipping and taxes, are too high. Additionally, a significant number of people abandon their carts because they can't see or calculate the total cost of their order up front...

Bloomberg Logo ‘EasyAsk Helps Oya Costumes Convert Shoppers Into Buyers During Halloween Season’ by October 15, 2014

“A recent e-commerce search usability benchmark study by the Baymard Institute [1] showed that 54% of the top 50 U.S. e-commerce sites did not support "thematic searches" (searches around themes or concepts) and 50% did not support "relational searches" (searches using terms that are related to the items).

Business Insider Logo ‘Here’s How Retailers Can Win Back Shoppers [...]’ by May 12, 2014

“Roughly half of the top 100 U.S. e-commerce sites ask shoppers to resubmit information they’ve already shared with the retailer before they check out, according to the Baymard Institute, which specializes in user experience research.

Entrepreneur Logo ‘Does Your Website Say, 'Trust Me'? It Better.’ by June 27, 2016

“Trust logos reassure people that they are safe doing business with you. Studies show that people trust most the logos associated with anti-virus protection https://baymard.com/blog/site-seal-trust. That means Norton and McAfee. But Better Business Bureau (BBB), TRUSTe and Verisign also register fairly high.

Oracle Logo ‘Reducing Abandonment in eCommerce’ by September 1, 2013

“A recent study by the Baymard Institute [1] finds out that more than 60% of ecommerce site visitors will abandon their shopping cart. The study also identifies seven reasons for abandonment out of the commerce process [2]. Most of those reasons come down to poor usability within the commerce experience.

Forbes Logo ‘Five Signs Your Online Customers May Be Cheating On You’ by January 31, 2013

“The Baymard Institute found that the average cart abandonment rate is about 65 percent. Luckily, there are a number of options you can test to bring this number down. These options include estimating shipping costs at an earlier point in the buying process, allowing guest checkouts, [...]

Google Logo ‘Google Design Manual: Typography’ by June 25, 2014

“Consider this advice on readability and line length from the Baymard Institute: You should have around 60 characters per line if you want a good reading experience. Having the right amount of characters on each line is key to the readability of your text [...]

PayPal Logo ‘Six best practices to improve your online checkout’ by May 1, 2014

“Keep it simple. Ask for only the information you need to fulfill the order. Never ask for the same information twice. In a 2013 cart-abandonment study, the Baymard Institute found that a too-complicated checkout was linked to an 18% dropoff in conversions.

Yahoo Finance Logo ‘Sears Grows on the Web – but Can It Shrink Fast Enough Offline?’ by August 23, 2013

“Sears was ranked 8th out of 100 big e-commerce players by Web-research group Baymard Institute for the quality of its online-shopping “checkout experience,” ahead of such marketing heavyweights as Victoria’s Secret, Target (TGT) and Gap (GPS).

The Motley Fool Logo ‘Is This Retailer Gunning for Amazon?’ by October 7, 2013

“A recent report by Web-research group Baymard Institute ranked Sears eighth out of 100 big e-commerce sites for the quality of its online-shopping “checkout experience.” For 2012, the company was the number three mass-merchant retailer behind Amazon and Wal-Mart and the number eight overall retailer.

Reuters Logo ‘Abandon online shopping cart, reap discount?’ by June 7, 2012

“In the online retail space, abandonment rates of shopping carts hover around 65 percent, according to an analysis by Baymard Institute of 14 recent studies.

Entrepreneur Logo ‘How to Get People to Stop Ditching Their Online Shopping Cart’ by October 13, 2014

“Indeed, the Baymard Institute states that 67.89 percent of online shopping carts are abandoned across the web. And that is a large number, especially when ecommerce sites only means of revenue is people purchasing products from their storefront.

Bloomberg Logo ‘Sell More Online This Holiday Season’ by September 17, 2012

“More than 65 percent of online shoppers abandon purchases before checkout, according to this list compiled by Web researcher Baymard Institute.

Symantec Logo ‘Study: Visual Cues Convey Security’ by November 26, 2012

“In a study on checkout usability, it was found that visual cues of security like the Norton Secured Seal help customers feel more confident in providing their credit card information online. The study found that positioning also mattered where seals placed next to credit card form fields on a payment page provided an uplift in the perceived level of security by customers.

Parallels Logo ‘Are You Making Enough of Your Sales Online?’ by August 21, 2013

“The Baymard Institute does an unusual annual study related to customer checkout experience. They take users and watch them go through the checkout processes of 15 different popular e-commerce sites. What they discover from this is general principles around usability-related issues due to poor checkout design and how that increases customer abandon rates. Their findings are massive but touching on a few high level items might help get you pointed in the right direction.

Shopify Logo ‘Why Online Retailers Are Losing 67.45% of Sales and What to Do About It’ by August 6, 2013

“Cart abandonment causes online retailers a great deal of pain. How much pain? According to Baymard Institute, a web research company in Denmark, 67.45% of online shopping carts are abandoned. Think about that. For every 100 potential customers, 67 of them will leave without purchasing. How much would your revenues increase if you were capturing those sales instead of losing them?

See all 19 citations


Research Topics

All research studies include articles, a benchmark database, and a usability report

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