Page Types Overview

Account

117 design examples manually annotated by Baymard researchers

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 32,000 hours of UX research findings, 690+ e-commerce UX guidelines, and 50,000+ 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 5 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

Argos (2019)

2 adhered 5 violated

Costco (2019)

2 adhered 2 violated

Northern Tool (2019)

2 adhered 2 violated

Amazon (2019)

2 adhered 4 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

Best Buy (2018)

4 adhered 3 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

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