Page Types Overview

Homepage

162 design examples manually annotated by Baymard researchers

What’s this? Here you’ll find 162 annotated “Homepage” design examples from Baymard’s UX benchmark of 60 major e-commerce sites. (Note: this is less than 1% of the full research catalog.)

Although the majority of users, including first-time visitors, will typically not land directly at the homepage, but rather land directly at an intermediary category page or a specific product page through direct links (e.g., via social media, promotions, or organic search), our testing shows that the homepage is still a vital aspect of an e-commerce store. The homepage remains the “front door” for the many users who still begin their browsing experience here, but in testing we also observed it to act as a navigational anchor and a “safe” fallback.

More ‘Homepage’ Insights

  • It’s critical that the homepage makes it clear to users — new as well as repeat — how to pursue the three primary product-finding paths: category navigation, search, and curated paths (wizards, inspiration, new arrivals, etc.). For new visitors who are unfamiliar with the site or brand, the homepage is also an opportunity to shape the user’s perception and answer vital questions such as What type of site did I land on? What can I do here? and What should I expect to find?

  • In practice, the homepage design is a delicate balancing act between the different elements on the homepage, search field, and category navigation design, which shouldn’t be eclipsed by the often visually striking homepage content (e.g., featured products, campaigns, and promotions). At the same time the homepage should inspire users to explore, convey the site’s brand values and product range, and promote scope selection and product finders — all without causing visual overload, which tends to cause banner blindness.

Learn More: Besides exploring the 162 “Homepage” design examples below, you may also want to read our related articles on “Homepage Usability: Can Users Infer the Breadth of Your Product Catalog?” and “8 UX Requirements for Designing a User-Friendly Homepage Carousel”.

Get Full Access: To see all of Baymard’s 61 homepage and category navigation 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.)


GAP (2018)

12 adhered 3 violated

Overstock (2018)

12 adhered 3 violated

Musician's Friend (2018)

11 adhered 1 violated

Lowe's (2018)

11 adhered 3 violated

Sears (2018)

11 adhered 0 violated

Crutchfield (2018)

10 adhered 2 violated

Walmart (2018)

10 adhered 2 violated

ASOS (2018)

10 adhered 1 violated

Dell (2018)

9 adhered 1 violated

Etsy (2018)

9 adhered 1 violated

Sephora (2018)

9 adhered 2 violated

B&H Photo (2018)

9 adhered 0 violated

Wayfair (2018)

9 adhered 3 violated

Hayneedle (2018)

9 adhered 2 violated

Macy's (2018)

9 adhered 3 violated

Marks & Spencer (2018)

9 adhered 2 violated

TigerDirect (2018)

8 adhered 2 violated

Foot Locker (2018)

8 adhered 1 violated

Cabela's (2018)

8 adhered 2 violated

REI (2018)

8 adhered 2 violated

HP (2018)

8 adhered 6 violated

Williams-Sonoma (2018)

8 adhered 2 violated

Build.com (2018)

8 adhered 2 violated

Home Depot (2018)

8 adhered 2 violated

Target (2018)

8 adhered 5 violated

Nordstrom (2018)

8 adhered 2 violated

Tesco (2018)

8 adhered 1 violated

Apple (2018)

8 adhered 4 violated

Debenhams (2018)

8 adhered 2 violated

Argos (2018)

8 adhered 3 violated

Adidas (2018)

8 adhered 1 violated

L.L. Bean (2018)

7 adhered 3 violated

Toys'R'Us (2018)

7 adhered 5 violated

Victoria's Secret (2018)

7 adhered 1 violated

American Eagle Outfitters (2018)

7 adhered 1 violated

Rakuten (2018)

7 adhered 4 violated

Amazon (2018)

7 adhered 5 violated

H&M (2018)

7 adhered 3 violated

John Lewis (2018)

7 adhered 2 violated

Zalando (2018)

7 adhered 5 violated

Neiman Marcus (2018)

6 adhered 3 violated

Bass Pro Shops (2018)

6 adhered 3 violated

Disney Store (2018)

6 adhered 4 violated

Nike (2018)

6 adhered 3 violated

Urban Outfitters (2018)

6 adhered 1 violated

Microsoft (2018)

6 adhered 5 violated

Staples (2018)

6 adhered 2 violated

Office Depot (2018)

6 adhered 2 violated

Crate & Barrel (2018)

6 adhered 4 violated

IKEA (2018)

6 adhered 3 violated

Ann Taylor (2018)

5 adhered 3 violated

Costco (2018)

5 adhered 2 violated

Gilt (2018)

5 adhered 2 violated

Grainger (2018)

5 adhered 3 violated

Kohl's (2018)

5 adhered 5 violated

Northern Tool (2018)

5 adhered 4 violated

J.C. Penney (2018)

4 adhered 3 violated

Newegg (2018)

4 adhered 2 violated

Best Buy (2018)

4 adhered 4 violated

Walgreen Co. (2018)

3 adhered 3 violated

J.C. Penney (2016)

16 adhered 3 violated

Gilt (2016)

14 adhered 5 violated

Nordstrom (2016)

14 adhered 3 violated

Sephora (2016)

13 adhered 4 violated

Ann Taylor (2016)

13 adhered 3 violated

Kohl's (2016)

13 adhered 1 violated

Overstock (2016)

13 adhered 7 violated

Macy's (2016)

13 adhered 5 violated

Grainger (2016)

12 adhered 2 violated

Crate & Barrel (2016)

12 adhered 5 violated

Sears (2016)

12 adhered 3 violated

Victoria's Secret (2016)

12 adhered 7 violated

Costco (2016)

11 adhered 3 violated

Walmart (2016)

11 adhered 2 violated

Foot Locker (2016)

11 adhered 1 violated

Barnes & Noble (2016)

11 adhered 1 violated

Lowe's (2016)

11 adhered 3 violated

Home Depot (2016)

11 adhered 4 violated

Urban Outfitters (2016)

11 adhered 5 violated

Etsy (2016)

10 adhered 3 violated

Gap (2016)

10 adhered 7 violated

L.L. Bean (2016)

10 adhered 3 violated

American Eagle Outfitters (2016)

10 adhered 9 violated

Wayfair (2016)

10 adhered 5 violated

Microsoft (2016)

9 adhered 3 violated

TigerDirect (2016)

9 adhered 2 violated

Neiman Marcus (2016)

9 adhered 3 violated

Williams-Sonoma (2016)

9 adhered 8 violated

B&H Photo (2016)

8 adhered 1 violated

Disney (2016)

8 adhered 3 violated

Crutchfield (2016)

8 adhered 3 violated

Office Depot (2016)

8 adhered 4 violated

Hayneedle (2016)

8 adhered 6 violated

Build.com (2016)

8 adhered 6 violated

HP (2016)

7 adhered 5 violated

Bass Pro Shops (2016)

7 adhered 3 violated

Ralph Lauren (2016)

7 adhered 5 violated

Toys'R'Us (2016)

7 adhered 6 violated

Staples (2016)

7 adhered 6 violated

Newegg (2016)

7 adhered 3 violated

REI (2016)

7 adhered 3 violated

Sony (2016)

6 adhered 3 violated

Rakuten (2016)

6 adhered 4 violated

Target (2016)

6 adhered 4 violated

Nike (2016)

6 adhered 6 violated

Cabela's (2016)

5 adhered 3 violated

Amazon (2016)

4 adhered 4 violated

Best Buy (2016)

4 adhered 1 violated

Dell (2016)

3 adhered 4 violated

Walgreens (2016)

3 adhered 6 violated

HP (2016)

2 adhered 0 violated

Macy's (2013)

12 adhered 2 violated

Lowe's (2013)

11 adhered 3 violated

Wayfair (2013)

10 adhered 3 violated

Grainger (2013)

10 adhered 4 violated

Overstock (2013)

9 adhered 3 violated

Williams-Sonoma (2013)

9 adhered 5 violated

Victoria's Secret (2013)

9 adhered 2 violated

Hayneedle (2013)

8 adhered 2 violated

Nike (2013)

8 adhered 1 violated

Rakuten / Buy.com (2013)

8 adhered 3 violated

Nordstrom (2013)

8 adhered 3 violated

HP (2013)

8 adhered 4 violated

Gap (2013)

8 adhered 7 violated

Sears (2013)

8 adhered 5 violated

Crate & Barrel (2013)

8 adhered 5 violated

Build (2013)

7 adhered 3 violated

American Eagle Outfitters (2013)

7 adhered 3 violated

Barnes & Noble (2013)

7 adhered 0 violated

Etsy (2013)

7 adhered 3 violated

Home Depot (2013)

7 adhered 1 violated

Newegg (2013)

7 adhered 4 violated

OfficeMax (2013)

7 adhered 2 violated

Target (2013)

7 adhered 2 violated

Ann Taylor (2013)

6 adhered 5 violated

Toys'R'Us (2013)

6 adhered 4 violated

L.L. Bean (2013)

6 adhered 2 violated

Urban Outfitters (2013)

6 adhered 3 violated

CDW (2013)

6 adhered 3 violated

Office Depot (2013)

6 adhered 1 violated

Kohl's (2013)

5 adhered 3 violated

TigerDirect (2013)

5 adhered 1 violated

Walmart (2013)

5 adhered 4 violated

Staples (2013)

5 adhered 2 violated

Microsoft (2013)

4 adhered 2 violated

J.C. Penney (2013)

4 adhered 3 violated

Walgreens (2013)

4 adhered 3 violated

Neiman Marcus (2013)

4 adhered 4 violated

PC Connection (2013)

4 adhered 7 violated

HSN (2013)

4 adhered 3 violated

Cabela's (2013)

4 adhered 4 violated

Musician's Friend (2013)

4 adhered 3 violated

Costco (2013)

4 adhered 5 violated

Bass Pro Shops (2013)

3 adhered 3 violated

Ralph Lauren (2013)

3 adhered 4 violated

Amazon (2013)

3 adhered 2 violated

Dell (2013)

3 adhered 4 violated

Sony (2013)

3 adhered 3 violated

Best Buy (2013)

3 adhered 3 violated

Disney (2013)

2 adhered 2 violated

HP (2013)

2 adhered 1 violated

REI (2013)

1 adhered 3 violated