Here you’ll find 73 “Gifting” full-page screenshots annotated with research-based UX insights, sourced from Baymard’s UX benchmark of 149 e-commerce sites.
(Note: this is less than 1% of the full research catalog.)
During testing it was clear that the combination of users infrequently purchasing items “as a gift” and the lack of web conventions for how gifting should be implemented caused severe user doubt and a high number of gift orders with incorrect order data.
More ‘Gifting’ Insights
The two main pitfalls in sites’ gifting implementations are 1) not customizing the flow and features of the shipping address step for gift-marked orders (as in, just using the exact same shipping address field and labels for gift-marked orders as for standard ones), and 2) not explaining all of the gifting options in full but instead assuming that users simply know the site’s gifting procedures (despite these being different from site to site).
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