Page Types Overview

No Results Page

110 design examples manually annotated by Baymard researchers

What’s this? Here you’ll find 110 annotated “No Results Page” design examples from Baymard’s UX benchmark of 60 major e-commerce sites. (Note: this is less than 1% of the full research catalog.)

It won’t always be possible to show search results — sometimes the store doesn’t have what the user is looking for, other times the search engine isn’t fully capable of understanding what the user searched for. In these cases, it’s important to have a helpful “No Results” page that guides the user back on track. However, our usability testing reveals that 46% of e-commerce sites have a “No Results Page” implementation that is essentially a dead-end for users, offering no more than a generic set of search tips.

More ‘No Results Page’ Insights

  • With little or no helpful guidance or content on the “No Results” page, the user has two options — either think up a whole new product-finding strategy (which may or may not be successful) or abandon the site. During testing, we time and again observed subjects who got stuck on a poor “No Results” page and, with no easy options for getting back on track, simply gave up and abandoned the site. However, there’s good news too. Because, on the opposite end of the spectrum, we found that great “No Results” pages that take users by the hand and point them toward meaningful content and solutions can become an enabler rather than a roadblock.
  • The “No Results” page is, in other words, not a problematic page in and of itself — but its implementation is hugely important and can lead to anything from a severely harmful user experience to a highly positive one. During testing we found 8 different elements for “No Results” pages that were identified to consistently perform well during testing.

Learn More: Besides exploring the 110 “No Results” page design examples below, you may also want to read our related article on “Deconstructing E-Commerce Search: The 12 Query Types”.

Get Full Access: To see all of Baymard’s 49 e-commerce search research findings you’ll need Baymard Premium access. (Premium also provides you full access to 32,000 hours of UX research findings, 640+ e-commerce UX guidelines, and 50,000+ UX performance scores.)


Amazon (2017)

3 adhered 0 violated

Etsy (2017)

3 adhered 2 violated

Nordstrom (2017)

3 adhered 1 violated

Crutchfield (2017)

3 adhered 1 violated

Dell (2017)

2 adhered 0 violated

Gap (2017)

2 adhered 1 violated

Toys'R'Us (2017)

2 adhered 1 violated

REI (2017)

2 adhered 0 violated

Northern Tool (2017)

2 adhered 0 violated

Crate & Barrel (2017)

2 adhered 1 violated

HP (2017)

1 adhered 1 violated

Build.com (2017)

1 adhered 0 violated

Macy's (2017)

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Overstock (2017)

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Walgreens (2017)

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Neiman Marcus (2017)

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Wayfair (2017)

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Bass Pro Shops (2017)

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Williams-Sonoma (2017)

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Best Buy (2017)

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Target (2017)

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Staples (2017)

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Home Depot (2017)

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Microsoft (2017)

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Debenhams (2017)

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H&M (2017)

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Costco (2017)

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Nike (2017)

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Apple (2017)

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Victoria’s Secret (2017)

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Grainger (2017)

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TigerDirect (2017)

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Foot Locker (2017)

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Rakuten (2017)

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Gilt (2017)

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L.L. Bean (2017)

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Ann Taylor (2017)

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Lowe's (2017)

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Musician's Friend (2017)

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Cabela's (2017)

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J.C. Penney (2017)

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Newegg (2017)

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Hayneedle (2017)

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Urban Outfitters (2017)

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American Eagle Outfitters (2017)

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Disney (2017)

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Kohl's (2017)

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Sears (2017)

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Sephora (2017)

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Walmart (2017)

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Office Depot (2017)

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B&H Photo (2017)

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Tesco (2016)

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Argos (2016)

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John Lewis (2016)

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Zalando (2016)

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Marks & Spencer (2016)

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IKEA (2016)

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Adidas (2016)

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ASOS (2016)

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Amazon (2014)

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Northern Tool (2014)

3 adhered 0 violated

Etsy (2014)

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Crutchfield (2014)

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Williams-Sonoma (2014)

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Zulily (2014)

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Gilt (2014)

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drugstore.com (2014)

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Grainger (2014)

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Musician's Friend (2014)

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Rakuten (2014)

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Lowe's (2014)

2 adhered 0 violated

Build.com (2014)

2 adhered 0 violated

J.C. Penney (2014)

2 adhered 0 violated

Gap (2014)

2 adhered 1 violated

Overstock (2014)

2 adhered 0 violated

Nordstrom (2014)

2 adhered 1 violated

L.L. Bean (2014)

2 adhered 3 violated

Wayfair (2014)

2 adhered 0 violated

Newegg (2014)

2 adhered 0 violated

Dick's Sporting Goods (2014)

1 adhered 2 violated

Sephora (2014)

1 adhered 1 violated

Disney Store (2014)

1 adhered 2 violated

REI (2014)

1 adhered 0 violated

Home Depot (2014)

1 adhered 3 violated

Walmart (2014)

1 adhered 1 violated

Kohl's (2014)

1 adhered 0 violated

Ann Taylor (2014)

1 adhered 1 violated

Macy's (2014)

1 adhered 2 violated

Target (2014)

1 adhered 0 violated

Best Buy (2014)

1 adhered 1 violated

Staples (2014)

1 adhered 0 violated

Office Depot (2014)

1 adhered 0 violated

Shoebuy.com (2014)

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J.Crew (2014)

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Walgreens (2014)

0 adhered 3 violated

Foot Locker (2014)

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CVS (2014)

0 adhered 1 violated

Toys'R'Us (2014)

0 adhered 3 violated

Hayneedle (2014)

0 adhered 0 violated

Cabela's (2014)

0 adhered 3 violated

Urban Outfitters (2014)

0 adhered 1 violated

Costco (2014)

0 adhered 1 violated

Sears (2014)

0 adhered 0 violated

Neiman Marcus (2014)

0 adhered 1 violated

American Eagle Outfitters (2014)

0 adhered 1 violated

TigerDirect (2014)

0 adhered 2 violated

CDW (2014)

0 adhered 1 violated

OfficeMax (2014)

0 adhered 1 violated

Crate & Barrel (2014)

0 adhered 1 violated