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What’s this? Here you’ll find 127 annotated “Account” design examples from Baymard’s UX benchmark of 80 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 127 “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 67,000+ hours of UX research findings, 750+ e-commerce UX guidelines, and 77,800+ UX performance scores.)
Fresh Direct (2021)
6 adhered 1 violated
Peapod (2021)
4 adhered 2 violated
Albertsons (2021)
4 adhered 2 violated
Ocado (2021)
3 adhered 3 violated
Verizon (2021)
3 adhered 1 violated
Vodafone UK (2021)
2 adhered 2 violated
Cole-Parmer (2020)
2 adhered 0 violated
Thermofischer (2020)
2 adhered 0 violated
Arrow (2020)
1 adhered 1 violated
Berlin Packaging (2020)
0 adhered 2 violated
Adidas (2019)
19 adhered 14 violated
Neiman Marcus (2019)
15 adhered 13 violated
Disney Store (2019)
12 adhered 11 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
Marks & Spencer (2019)
5 adhered 3 violated
John Lewis (2019)
5 adhered 3 violated
ASOS (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
Debenhams (2019)
4 adhered 2 violated
Zalando (2019)
4 adhered 4 violated
Musician's Friend (2019)
4 adhered 5 violated
Cabela's (2019)
4 adhered 3 violated
REI (2019)
4 adhered 3 violated
H&M (2019)
3 adhered 4 violated
Walgreens (2019)
3 adhered 4 violated
Ann Taylor (2019)
3 adhered 5 violated
Rakuten (2019)
3 adhered 4 violated
Gilt (2019)
2 adhered 3 violated
TigerDirect (2019)
2 adhered 4 violated
Sephora (2019)
2 adhered 6 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
Costco (2019)
1 adhered 3 violated
Argos (2019)
0 adhered 3 violated
Urban Outfitters (2018)
16 adhered 12 violated
HP (2018)
10 adhered 11 violated
Newegg (2018)
6 adhered 2 violated
Build.com (2018)
6 adhered 3 violated
Macy's (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
Kohl's (2018)
5 adhered 1 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
Overstock (2018)
4 adhered 4 violated
Walmart (2018)
4 adhered 4 violated
Sears (2018)
4 adhered 4 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
H&M (2018)
3 adhered 3 violated
Target (2018)
2 adhered 5 violated
Tesco (2018)
2 adhered 5 violated
Argos (2018)
2 adhered 3 violated
Microsoft (2018)
1 adhered 6 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
Walgreens (2016)
7 adhered 1 violated
Sephora (2016)
7 adhered 5 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