What’s this? Here you’ll find 121 annotated “Account” design examples from Baymard’s UX benchmark of 63 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.
Mobile Examples: Besides the desktop examples below, we also have 50+ mobile examples of Checkout Account Selection implementations.
Learn More: Besides exploring the 121 “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 135 cart and checkout research findings you’ll need Baymard Premium access. (Premium also provides you full access to 61,000+ hours of UX research findings, 750+ e-commerce UX guidelines, and 77,800+ UX performance scores.)
Cole-Parmer (2020)
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Thermofischer (2020)
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Arrow (2020)
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Berlin Packaging (2020)
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Adidas (2019)
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Neiman Marcus (2019)
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Disney Store (2019)
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Foot Locker (2019)
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Victoria's Secret (2019)
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Tesco (2019)
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Bass Pro Shops (2019)
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ASOS (2019)
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L.L. Bean (2019)
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Marks & Spencer (2019)
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John Lewis (2019)
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ASOS (2019)
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J.C. Penney (2019)
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Etsy (2019)
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Gap (2019)
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Nordstrom (2019)
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Debenhams (2019)
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Zalando (2019)
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Musician's Friend (2019)
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Cabela's (2019)
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REI (2019)
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H&M (2019)
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Walgreens (2019)
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Ann Taylor (2019)
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Rakuten (2019)
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Gilt (2019)
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TigerDirect (2019)
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Sephora (2019)
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Northern Tool (2019)
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Amazon (2019)
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Argos (2019)
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Marks & Spencer (2019)
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Costco (2019)
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Argos (2019)
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Urban Outfitters (2018)
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HP (2018)
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Newegg (2018)
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Build.com (2018)
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Macy's (2018)
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Marks & Spencer (2018)
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Dell (2018)
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Staples (2018)
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Crate & Barrel (2018)
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Kohl's (2018)
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Zalando (2018)
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Office Depot (2018)
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B&H Photo (2018)
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Williams Sonoma (2018)
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Grainger (2018)
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Home Depot (2018)
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Overstock (2018)
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Walmart (2018)
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Sears (2018)
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Debenhams (2018)
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John Lewis (2018)
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Nike (2018)
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Apple Inc. (2018)
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Best Buy (2018)
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Lowe's (2018)
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Wayfair (2018)
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H&M (2018)
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Target (2018)
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Tesco (2018)
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Argos (2018)
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Microsoft (2018)
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ASOS (2018)
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Neiman Marcus (2016)
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Newegg (2016)
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HP (2016)
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Walgreens (2016)
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Sephora (2016)
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Home Depot (2016)
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Walmart (2016)
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Dell (2016)
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Crate & Barrel (2016)
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Urban Outfitters (2016)
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Grainger (2016)
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Cabela's (2016)
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Rakuten (2016)
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Sears (2016)
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Kohl's (2016)
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Costco (2016)
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Ann Taylor (2016)
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TigerDirect (2016)
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J.C. Penney (2016)
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Northern Tool (2016)
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Etsy (2016)
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Staples (2016)
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Office Depot (2016)
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Disney (2016)
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Williams Sonoma (2016)
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Victoria’s Secret (2016)
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Overstock (2016)
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Musician's Friend (2016)
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B&H Photo (2016)
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Nike (2016)
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Apple (2016)
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Best Buy (2016)
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Build.com (2016)
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Nordstrom (2016)
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Wayfair (2016)
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L.L. Bean (2016)
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L.L. Bean (2016)
3 adhered 1 violated
REI (2016)
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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)
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Gap (2016)
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