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.

  • Mobile Examples: Besides the desktop examples below, we also have 50+ mobile examples of Checkout Account Selection implementations.

  • 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 54,000+ hours of UX research findings, 750+ e-commerce UX guidelines, and 77,800+ UX performance scores.)


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