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What’s this? Here you’ll find 117 annotated “Account” design examples from Baymard’s UX benchmark of 60 major e-commerce sites. (Note: this is less than 1% of the full research catalog.)
The account selection step during the checkout flow is where users choose to sign in to an existing account, check out as a “Guest”, or, sometimes, sign up for a new account. However, all our checkout usability testing has consistently revealed that several account selection designs are prone to cause users to overlook the guest checkout option.
More ‘Account’ Insights
- Our benchmark reveals that 44% of sites have a design that makes it needlessly difficult for users to actually locate that guest checkout option — something we during our user testing frequently observe can cause users to overlook the guest option entirely, and thus make them (incorrectly but understandably) conclude that account registration is required.
Learn More: Besides exploring the 117 “Account Selection” checkout design examples below, you may also want to read our related articles “Offer ‘Delayed Account Creation’ at the Confirmation Step – 38% Don’t” and “For Returning Users, Overly Strict Password Requirements Can Lead to an 18% Abandonment Rate”.
Get Full Access: To see all of Baymard’s 134 cart and checkout research findings you’ll need Baymard Premium access. (Premium also provides you full access to 42,000+ hours of UX research findings, 700+ e-commerce UX guidelines, and 57,000+ UX performance scores.)
Adidas (2019)
19 adhered 14 violated
Neiman Marcus (2019)
15 adhered 13 violated
Disney Store (2019)
13 adhered 10 violated
Foot Locker (2019)
12 adhered 6 violated
Victoria's Secret (2019)
11 adhered 8 violated
Tesco (2019)
8 adhered 10 violated
Bass Pro Shops (2019)
7 adhered 9 violated
ASOS (2019)
6 adhered 3 violated
L.L. Bean (2019)
6 adhered 1 violated
Debenhams (2019)
5 adhered 2 violated
Marks & Spencer (2019)
5 adhered 3 violated
John Lewis (2019)
5 adhered 3 violated
ASOS (2019)
5 adhered 2 violated
REI (2019)
5 adhered 2 violated
J.C. Penney (2019)
5 adhered 2 violated
Etsy (2019)
5 adhered 3 violated
Gap (2019)
5 adhered 4 violated
Nordstrom (2019)
4 adhered 3 violated
Zalando (2019)
4 adhered 4 violated
Walgreens (2019)
4 adhered 3 violated
Musician's Friend (2019)
4 adhered 5 violated
Cabela's (2019)
4 adhered 3 violated
H&M (2019)
3 adhered 4 violated
Ann Taylor (2019)
3 adhered 5 violated
TigerDirect (2019)
3 adhered 3 violated
Sephora (2019)
3 adhered 5 violated
Rakuten (2019)
3 adhered 4 violated
Gilt (2019)
2 adhered 3 violated
Costco (2019)
2 adhered 2 violated
Northern Tool (2019)
2 adhered 2 violated
Amazon (2019)
2 adhered 4 violated
Argos (2019)
1 adhered 6 violated
Marks & Spencer (2019)
1 adhered 0 violated
Argos (2019)
0 adhered 3 violated
Urban Outfitters (2018)
16 adhered 12 violated
HP (2018)
11 adhered 10 violated
Macy's (2018)
7 adhered 2 violated
Newegg (2018)
6 adhered 2 violated
Build.com (2018)
6 adhered 3 violated
Marks & Spencer (2018)
6 adhered 1 violated
Dell (2018)
5 adhered 2 violated
Staples (2018)
5 adhered 3 violated
Crate & Barrel (2018)
5 adhered 1 violated
Overstock (2018)
5 adhered 3 violated
Walmart (2018)
5 adhered 3 violated
Kohl's (2018)
5 adhered 1 violated
Sears (2018)
5 adhered 3 violated
Zalando (2018)
5 adhered 4 violated
Office Depot (2018)
4 adhered 2 violated
B&H Photo (2018)
4 adhered 2 violated
Williams-Sonoma (2018)
4 adhered 2 violated
Grainger (2018)
4 adhered 2 violated
Home Depot (2018)
4 adhered 1 violated
Debenhams (2018)
4 adhered 2 violated
John Lewis (2018)
4 adhered 3 violated
Nike (2018)
3 adhered 3 violated
Apple Inc. (2018)
3 adhered 3 violated
Best Buy (2018)
3 adhered 3 violated
Lowe's (2018)
3 adhered 1 violated
Wayfair (2018)
3 adhered 5 violated
Target (2018)
3 adhered 4 violated
H&M (2018)
3 adhered 3 violated
Microsoft (2018)
2 adhered 5 violated
Tesco (2018)
2 adhered 5 violated
Argos (2018)
2 adhered 3 violated
ASOS (2018)
1 adhered 5 violated
Neiman Marcus (2016)
15 adhered 17 violated
Newegg (2016)
9 adhered 5 violated
HP (2016)
8 adhered 1 violated
Sephora (2016)
8 adhered 4 violated
Walgreens (2016)
7 adhered 1 violated
Home Depot (2016)
7 adhered 0 violated
Walmart (2016)
7 adhered 4 violated
Dell (2016)
6 adhered 5 violated
Crate & Barrel (2016)
6 adhered 2 violated
Urban Outfitters (2016)
6 adhered 2 violated
Grainger (2016)
5 adhered 7 violated
Cabela's (2016)
5 adhered 1 violated
Rakuten (2016)
5 adhered 3 violated
Sears (2016)
5 adhered 4 violated
Kohl's (2016)
5 adhered 2 violated
Costco (2016)
4 adhered 5 violated
Ann Taylor (2016)
4 adhered 5 violated
TigerDirect (2016)
4 adhered 1 violated
J.C. Penney (2016)
4 adhered 1 violated
Northern Tool (2016)
4 adhered 0 violated
Etsy (2016)
4 adhered 2 violated
Staples (2016)
4 adhered 2 violated
Office Depot (2016)
4 adhered 4 violated
Disney (2016)
4 adhered 4 violated
Williams-Sonoma (2016)
4 adhered 1 violated
Victoria’s Secret (2016)
4 adhered 7 violated
Overstock (2016)
3 adhered 5 violated
Musician's Friend (2016)
3 adhered 2 violated
B&H Photo (2016)
3 adhered 2 violated
Nike (2016)
3 adhered 1 violated
Apple (2016)
3 adhered 2 violated
Best Buy (2016)
3 adhered 2 violated
Build.com (2016)
3 adhered 4 violated
Nordstrom (2016)
3 adhered 3 violated
Wayfair (2016)
3 adhered 7 violated
L.L. Bean (2016)
3 adhered 2 violated
L.L. Bean (2016)
3 adhered 1 violated
REI (2016)
3 adhered 1 violated
Target (2016)
3 adhered 2 violated
Macy's (2016)
3 adhered 1 violated
Bass Pro Shops (2016)
2 adhered 1 violated
Apple (2016)
2 adhered 6 violated
Etsy (2016)
2 adhered 3 violated
Sephora (2016)
2 adhered 3 violated
Microsoft (2016)
2 adhered 5 violated
Amazon (2016)
2 adhered 4 violated
Lowe's (2016)
2 adhered 3 violated
Gap (2016)
2 adhered 3 violated
Wayfair (2016)
1 adhered 2 violated
Gap (2016)
1 adhered 3 violated
Gap (2016)
1 adhered 4 violated