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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
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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?
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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 63 homepage and category navigation research findings you’ll need Baymard Premium access. (Premium also provides you full access to 42,000+ hours of UX research findings, 700+ e-commerce UX guidelines, and 57,000+ 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