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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
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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.
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Mobile Examples: Besides the desktop examples below, we also have 50+ mobile examples of Checkout Account Selection implementations.
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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”.
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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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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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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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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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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)
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REI (2016)
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Target (2016)
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Macy's (2016)
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Bass Pro Shops (2016)
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Apple (2016)
2 adhered 6 violated
Etsy (2016)
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Sephora (2016)
2 adhered 3 violated
Microsoft (2016)
2 adhered 5 violated
Amazon (2016)
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Lowe's (2016)
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Gap (2016)
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Wayfair (2016)
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Gap (2016)
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Gap (2016)
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