M-Commerce Usability

Exploring the mobile shopping experience

A part of Baymard Premium access

This mobile e-commerce study provides you with 2 years worth of mobile user testing and research, condensed into 144 usability guidelines.

Full access to the Mobile E-commerce Usability study includes 13 reports with 144 actionable mobile e-commerce UX guidelines, and a benchmark database with 5,200 mobile UX performance scores and 3,500 categorized mobile best practice examples.

(Beyond including full access to this Mobile E-Commerce research study, the Baymard Premium access also include 6 additional studies (Homepage & Category Navigation, E-Commerce Search, Product Lists & Filtering, Product Details Pages, Cart & Checkout, and Account & Self-Service) with a total of 640+ guidelines covered in 68 e-commerce UX research reports)

This research-based and pragmatic toolset will help you achieve the best possible mobile site user experience, design, and conversion rate.

Sears Logo

“Baymard produces some of the most relevant and actionable user experience research available. They really understand the needs of UX and Product Management professionals, and their deep experience in the eCommerce field allows them to offer sophisticated, nuanced insights.

13 Reports with 144 Research Driven Guidelines on Perfecting Mobile E-Commerce

Mobile traffic has soared in recent years and now constitute 30-50% of all traffic on many e-commerce sites. However, it’s not uncommon for mobile e-commerce sites to have a significantly poorer conversion rate than their desktop counterpart – in some cases converting less than half as many visitors into customers.

This mobile usability study reveals how the touch interface, the small screen, and user’s mobile behavior introduce a whole host of pitfalls to watch out for when designing and running a mobile e-commerce site.

Despite testing the mobile sites of some of the largest e-commerce players in the world, the test subjects encountered a staggering 1,000+ usability-related issues during the test sessions. These usability issues have been analyzed and distilled into 144 design guidelines on how to best design and structure a high-performing mobile e-commerce site, as well as documenting how end-users perceive and interact with mobile sites in a shopping context.


What you’ll get in the 13 Mobile E-Commerce reports

144 research-based design guidelines divided into 13 mobile UX topics.

94 user quotes illustrating how users think when shopping on mobile sites.

705 images from the test sessions for detailed insights and design inspiration.

50 benchmark case studies of production sites illustrating what works and what doesn’t.

495 print-optimized pages exploring the mobile shopping experience.

Belk Logo

“I can not tell you how much help your benchmark studies have been for our company, e-commerce and UX teams. We have used and continue to use these reports for baseline benchmarks as we build test protocols or eye tracking scripts etc. in lab.

Topics Covered in the 13 Mobile Reports

13 × Mobile E-Commerce Topics

Mobile E-Commerce

Mobile Homepage, Navigation, & Search

Mobile E-Commerce

Mobile Homepage, Navigation, & Search

12 Guidelines, 46 Pages

The mobile homepage, main navigation, and search, incl. how to design the main mobile navigation, creating easily scannable mobile homepage and category pages, mobile ‘no results’ pages, etc.

Mobile E-Commerce

Mobile Product Lists

Mobile E-Commerce

Mobile Product Lists

15 Guidelines, 48 Pages

Creating a balanced product list experience within the confines of a mobile screen, incl. how to design hit areas, information to include in list items, ‘Load More’ buttons, and making product list items nonselectable.

Mobile E-Commerce

Mobile Filtering & Sorting

Mobile E-Commerce

Mobile Filtering & Sorting

9 Guidelines, 27 Pages

Filtering and sorting product lists, incl. positioning and styling ‘Sort by’ and ‘Filter’ list features, sorting options to always offer, auto-submitting filters, and why not to use drop-downs for filtering options.

Mobile E-Commerce

Mobile Product Page Layouts

Mobile E-Commerce

Mobile Product Page Layouts

6 Guidelines, 19 Pages

Mobile product page layouts, incl. balancing users’ lack of screen real estate with the content-rich product page, when and how to collapse content, user reviews, primary buttons at the product page, and more.

Mobile E-Commerce

Mobile Product Descriptions, Specs, & Images

Mobile E-Commerce

Mobile Product Descriptions, Specs, & Images

13 Guidelines, 37 Pages

Having adequate secondary product information and specs, making product descriptions bite-sized and scannable, providing detailed views of the product, honoring image gestures, and more.

Mobile E-Commerce

Mobile Shopping Cart, Cost & Account

Mobile E-Commerce

Mobile Shopping Cart, Cost & Account

10 Guidelines, 28 Pages

Making the cart function as a ‘save’ feature, never showing fees and extras below the order total, always offering a ‘Guest Checkout’, how to design and sequence account selection options, and more.

Mobile E-Commerce

Mobile Checkout Information

Mobile E-Commerce

Mobile Checkout Information

15 Guidelines, 41 Pages

Showing cost and speed of all shipping methods, providing an ‘edit’ option whenever displaying user inputs, having ‘Billing Address’ = ‘Shipping Address’ as default, and more.

Mobile E-Commerce

Mobile Form Field Usability

Mobile E-Commerce

Mobile Form Field Usability

18 Guidelines, 55 Pages

Allowing both GPS detection and manual typing of location, clearing autocomplete upon refocus, never using inline labels, and providing formatting examples for all inputs with multiple formats.

Mobile E-Commerce

Touch Keyboards

Mobile E-Commerce

Touch Keyboards

5 Guidelines, 15 Pages

Disabling auto-correct where the dictionary is weak, showing appropriate keyboard layouts, honoring the ‘Next’ and ‘Previous’ button behavior, and consistently invoking keyboard layouts.

Mobile E-Commerce

Mobile Validation Errors

Mobile E-Commerce

Mobile Validation Errors

7 Guidelines, 24 Pages

Design, coding, and wording of messages, incl. providing an ‘edit’ option when displaying user input, giving helpful error messages, using front-end validation, and more.

Mobile E-Commerce

Tech Impact on Mobile UX

Mobile E-Commerce

Tech Impact on Mobile UX

9 Guidelines, 22 Pages

Technical errors and performance issues, incl. making pages and assets load fast, showing load indicators when actions are slow, avoiding blank error pages, and more.

Mobile E-Commerce

Mobile Basics

Mobile E-Commerce

Mobile Basics

15 Guidelines, 50 Pages

The fundamentals of mobile e-commerce, incl. click behavior and expectations, contextually aware sites, guiding the user, footer and help pages, and clickability and readability.

Mobile E-Commerce

Understanding Mobile

Mobile E-Commerce

Understanding Mobile

10 Guidelines, 33 Pages

Implications and fundamental differences between desktop and mobile websites, incl. content differences across platforms, rewarding clicks with adequate content, when to deviate from native form elements, and more.

Room & Board Logo

“The Baymard reports have proven to be an invaluable resource for us. Comprehensive, pragmatic and actionable. We have redesigned our checkout process and made changes to our category pages based on usability guidelines in the reports.

Benchmark: Is Your Mobile Experience Better than Nike’s, Sears’, or Etsy’s?

Based on the findings from the usability research study we’ve benchmarked the full mobile user experience of 50 major US e-commerce sites. This comprehensive benchmark database with 678 mobile page types manually reviewed and annotated, provides you with 2,100+ categorized mobile screenshots and 3,600+ implementation examples of the 144 mobile e-commerce usability guidelines.

The benchmark database is fully integrated with the 13 reports, providing you with 50 case studies of the benchmarked mobile e-commerce sites, acting as examples and inspiration on how to design and implement your own top performing mobile e-commerce site.

Furthermore the benchmark database provides a tool for you to review your own site (or your client’s) and compare it directly against the performance of the top 50 mobile e-commerce sites.


What You’ll Get in the Mobile E-Commerce Benchmark

Full unrestricted access to the benchmark database with mobile usability reviews of 50 top grossing e-commerce sites.

678 page designs for systematic design inspiration on a particular page type (Mobile Navigation, Mobile Product Pages, etc).

An interactive review tool to rate your own mobile UX performance and see how it stacks up to the competition.

5,000+ UX performance scores providing a detailed breakdown of mobile e-commerce strengths, weaknesses, and common mistakes.

3,500+ best- and worst practice examples, illustrating how to implement the 144 mobile usability guidelines.

Lenovo Logo

“Excellent tool – looking forward to using it with our other sites and prototypes as they’re developed.

Get your 13 Mobile UX reports and benchmark now

Get instant access to the 13 mobile e-commerce UX reports (along with 68 other e-commerce UX research reports) and the full benchmark database with Baymard Premium access.

Refund policy: We stand by our research and offer you a full 14 days “no questions asked” refund. If you’re not satisfied, simply e-mail us at christian@baymard.com for a full refund.


Baymard Institute’s research is used by:

Office Depot Logo

“Baymard has been a great resource in helping us improve the customer experience. We are continually applying these best practices to our sites.

Nike Inc. Logo

“Intelligent, consumer-focused insights that are clear and actionable. The team in the room really loved the way the Baymard Institute highlighted the optimizations in the various user experience elements (copy, layout, design, calls-to-action…), from the perspective of consumer struggles. Baymard’s Usability research really complements our other existing research tools.

ClickBank Logo

“It is immensely valuable having a thorough, independent study to help validate my work and in particular, help facilitate buy-off from stakeholders. Baymard has quickly become one of my most trusted resources for the UX/UI field.

Author of 'Don't Make Me Think' Logo

“Damn. The reports that the @Baymard folks do cost money, but they're worth it.

Zalando Logo

“Hi Baymard-Team, I'm a fan of your reports – I bought some of them, learned from them and continuously use them in my day-to-day. I like them so much that I also recommend them in expert groups. Thank you for the great work!

Etsy Logo

“Thank you. This was an excellent piece of work: professional, thorough, and actionable for the team. We're very happy with the work Baymard has done for us so far, and I hope we'll have the chance to work together again on future projects.

Keurig Green Mountain Logo

“I have found the M-Commerce and E-Commerce reports very useful, thank you!

Sports Authority Logo

“Thank you for all the value delivered ahead of our new fiscal years. Your insights not only provided a definitive foundation for our UX roadmap but completely sold our executive team on the value of expert usability insights. Your service paid for itself in a matter of days and ensured all critical gaps will be filled ahead of us running the audit again next year.

Belk Logo

“I can not tell you how much help your benchmark studies have been for our company, e-commerce and UX teams. We have used and continue to use these reports for baseline benchmarks as we build test protocols or eye tracking scripts etc. in lab.

Epicenter Consulting Logo

“Given the tricky science of conversion rate optimization, it is great to know that you are dealing with professionals whose advice is based on solid research. It was a pleasure collaborating with the Baymard team.

@iamFinch

“Comprehensive study on mobile e-commerce shopping from the good folks at @Baymard is out. http://t.co/ibVtKy6tqo

Smashing Magazine Logo

“The guidelines are extremely valuable and helpful.

Room & Board Logo

“The Baymard reports have proven to be an invaluable resource for us. Comprehensive, pragmatic and actionable. We have redesigned our checkout process and made changes to our category pages based on usability guidelines in the reports.

StickerMule.com Logo

“Wow, this is great! Just reviewed it with the team. It's a huge help and we're excited to fix these issues.

Hallmark Cards, Inc. Logo

“The walkthrough today was great. The report was very, very well done and loaded with great opportunities for us to improve our business. I wanted to again express my appreciation for working with us on such a condensed time frame last month. You and your team have been amazing partners to us and we very much appreciate the work, expertise and partnership.

Lenovo Logo

“Excellent tool – looking forward to using it with our other sites and prototypes as they’re developed.

Kohl’s Logo

“I really like the work Baymard Institute does around usability. Their articles often get my Ecom gears turning.

Carnival Cruise Lines Logo

“We like what we are reviewing from the audit - great analysis and feedback.

@victorbejar

“Useful study to dive into mobile #ecommerce https://t.co/yU40gKmujK

n11.com Logo

“We have worked with a number of third party companies before on various projects/audits, and I can certainly say that working with Baymard was not only a pleasure; but you delivered on time; to the level of depth we wanted; addressing important issues; and answering all our questions; and you did all this for a great price. A big THANK YOU on behalf of N11.

@ecomchat

“Big recommendation from @waligorski: I REALLY recommend the BI report. http://t.co/xw6LXkm5iP - best 150$ spent. (cc @baymard) #ecomchat

@hughgraham

“Useful report from @KiehnHolst @Baymard on fundamentals of M-Commerce Usability http://t.co/IJjWqZ4hQy via @smashingmag

Elastic Path Logo

“Baymard’s real-user research is invaluable for ecommerce marketers. It leaves no stone unturned, and with the guideline checklists provided, you’ll be well equipped to optimize your mobile presence.

Jarden Consumer Solutions Logo

“Thanks for everything. The audit was extremely useful, I think we have gained valuable insight.

@digital_darts

“The Baymard Institute have some seriously good reports on ecommerce usability, design, and best practices: http://t.co/cuxO3VwiVe

Harley-Davidson Logo

“We found the audits extremely helpful and validated a number of changes we have been wanting to make or are in the process of making, so thank again for all the great insights.

@stuartcurran

“Baymard Insitute release their M-Commerce Usability Report. Worth getting if it's as good as their E-Commerce one. http://t.co/xewjV4vHgm

IATV Logo

“Worth every dollar. It’s well done, good looking and simply very useful.

iProspect Logo

“I love the information that you guys provide and have bought a couple of reports. Love them.

Sears Logo

“Baymard produces some of the most relevant and actionable user experience research available. They really understand the needs of UX and Product Management professionals, and their deep experience in the eCommerce field allows them to offer sophisticated, nuanced insights.

Hallmark Logo

“These reports are fabulous. The content is exactly what our team has been looking for, and so much more! Extremely helpful, thank you!

@SAP_Retail

“Does your #ecommerce site suffer from the usability problems Baymard Institute's study uncovered? http://t.co/QTx4U5NrWl RT @boxuk

Kingfisher PLC Logo

“The Baymard E-commerce Usability reports have proven to be a valuable resource for UX teams within our organisation both at group and operating company level. The reports contain precise, actionable insights and recommendations which are backed up by extensive research and data. The severity and frequency ratings have helped our development teams to prioritise which areas to improve first. The most recent improvements we’ve recommended from the Ecommerce Search report have been extremely well received by senior stakeholders and have already been fed into the backlog.

Author of 'Feed A Starving Crowd' Logo

“We implemented these guidelines on a client's website and our e-commerce conversion rate increased 18.7% across the board. Most importantly out mobile conversions increased from 0.89% to 1.9% – we doubled our mobile revenue.