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 700+ guidelines covered in 70 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

31 × Mobile E-Commerce Topics

Mobile E-Commerce

Mobile Homepage

Mobile E-Commerce

Mobile Homepage

10 Guidelines, 61 Pages

How to design a high performing mobile homepage, the opportunities it can provide to both new and repeat mobile users, homepage structure, carousels, personalization, promotions, etc.

Mobile E-Commerce

Mobile Main Navigation

Mobile E-Commerce

Mobile Main Navigation

6 Guidelines, 41 Pages

How to design the main mobile navigation, incl. the visual hierarchy, the levels of nesting, how the mobile nav. needs to differ from desktop, courtesy navigation, etc.

Mobile E-Commerce

Mobile Category Taxonomy

Mobile E-Commerce

Mobile Category Taxonomy

10 Guidelines, 72 Pages

The structural foundation of a mobile site’s product categories, including mobile information architecture, catalog breadth, and category naming.

Mobile E-Commerce

Mobile Category Pages

Mobile E-Commerce

Mobile Category Pages

5 Guidelines, 44 Pages

How Mobile Category Pages can guide users toward better-defined categories and products, how to use inspirational paths, featured products, and curated content.

Mobile E-Commerce

Mobile Search: Autocomplete

Mobile E-Commerce

Mobile Search: Autocomplete

7 Guidelines, 63 Pages

How the mobile autocomplete (aka ‘predictive search’) should be designed, the types of suggestions it should make, how it should align and differ to the desktop design, and more.

Mobile E-Commerce

Mobile Search: Query Types

Mobile E-Commerce

Mobile Search: Query Types

9 Guidelines, 83 Pages

Understand the 10 different types of search queries that users typically submit on mobile e-commerce sites, the nuances of how users really search, and how to best support it.

Mobile E-Commerce

Mobile Search: Design & Logic

Mobile E-Commerce

Mobile Search: Design & Logic

15 Guidelines, 92 Pages

The mobile search results logic and mobile search designs that perform the best with users, mobile ‘no results’ pages, field design, search submit, search iteration flows, etc.

Mobile E-Commerce

Mobile Product List Layout & Features

Mobile E-Commerce

Mobile Product List Layout & Features

19 Guidelines, 119 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, indicating product variations, etc.

Mobile E-Commerce

Mobile List Item Content

Mobile E-Commerce

Mobile List Item Content

18 Guidelines, 134 Pages

How information to include in Mobile List Items, formatting and displaying info, what product thumbnails to display and how to design them, making products easy to compare, etc.

Mobile E-Commerce

Mobile Filtering & Sorting: Interface, Layout, & Results

Mobile E-Commerce

Mobile Filtering & Sorting: Interface, Layout, & Results

10 Guidelines, 0 Pages

This topic covers how to ensure users can find the mobile filtering and sorting interfaces, how to design the interface to make it easier to locate filter types and options of interest, and how the process of applying filters and sorting options differs from the desktop process.

Mobile E-Commerce

Mobile Filtering & Sorting: Filter & Sort Types

Mobile E-Commerce

Mobile Filtering & Sorting: Filter & Sort Types

13 Guidelines, 122 Pages

This topic covers which filtering and sorting types users need to organize and narrow down product lists to a manageable selection, including filtering by price, user ratings, compatibility, themes, ‘New Arrivals’, ‘Sales’ or ‘Deals’, and more.

Mobile E-Commerce

Mobile Product Pages: Layout

Mobile E-Commerce

Mobile Product Pages: Layout

6 Guidelines, 103 Pages

Mobile product page UX, including the optimal layout that addresses users’ lack of page overview, how to best design product page features and content.

Mobile E-Commerce

Mobile Product Pages: Product Images & Videos

Mobile E-Commerce

Mobile Product Pages: Product Images & Videos

12 Guidelines, 121 Pages

How mobile users rely on images and videos on the product page, the different product image types users generally need, the amount of images needed, and how large sites can approach some of the image sourcing.

Mobile E-Commerce

Mobile Product Pages: Product Image Gallery

Mobile E-Commerce

Mobile Product Pages: Product Image Gallery

8 Guidelines, 30 Pages

How to design a high-performing mobile image gallery that serves as the perfect container for the product images, incl. how to present additional images, the overall layout of the mobile image gallery, and the required detail and size of product images within the gallery.

Mobile E-Commerce

Mobile Product Pages: Shipping, Returns, & Buying

Mobile E-Commerce

Mobile Product Pages: Shipping, Returns, & Buying

10 Guidelines, 35 Pages

The best-performing designs on the product page for displaying shipping and return info, including how to present offers of “free shipping”, delivery date, as well as price and discount info, gifting options, and “Find in Store” features and quantity displays.

Mobile E-Commerce

Mobile Product Pages: Product Variations

Mobile E-Commerce

Mobile Product Pages: Product Variations

8 Guidelines, 20 Pages

Products that come in multiple variations have a unique set of requirements for how variations are technically handled by the site.

Mobile E-Commerce

Mobile Product Pages: Product Descriptions & Specs

Mobile E-Commerce

Mobile Product Pages: Product Descriptions & Specs

15 Guidelines, 20 Pages

This topic discusses how users engage with product descriptions and spec sheets, the best-performing designs to display product information, what information should be included, and where that information should be placed.

Mobile E-Commerce

Mobile Product Pages: User Reviews

Mobile E-Commerce

Mobile Product Pages: User Reviews

18 Guidelines, 147 Pages

How to ensure that the user reviews section of product pages leverages the power of ratings and reviews, and allows users to get an accurate and quick impression of others’ assessments of products.

Mobile E-Commerce

Mobile Product Pages: Cross-Sells

Mobile E-Commerce

Mobile Product Pages: Cross-Sells

8 Guidelines, 20 Pages

The vital role of cross-sells-sells and cross-navigation in users’ overall success at locating desired products, including cross-sell design, placement, and logic, and cross-navigation elements like breadcrumbs, recently viewed, parent category links, etc.

Mobile E-Commerce

Mobile Checkout: Shopping Cart

Mobile E-Commerce

Mobile Checkout: Shopping Cart

9 Guidelines, 40 Pages

The mobile shopping cart page, incl. mobile cart design, quantity and save features, estimating order total, displaying fees, etc.

Mobile E-Commerce

Mobile Checkout: Account Selection & Creation

Mobile E-Commerce

Mobile Checkout: Account Selection & Creation

7 Guidelines, 37 Pages

How to best optimize guest-checkout for mobile devices, incl. account sign-in and password fields, along with account createion. signing up for an account.

Mobile E-Commerce

Mobile Checkout: Gifting Flow & Features

Mobile E-Commerce

Mobile Checkout: Gifting Flow & Features

5 Guidelines, 24 Pages

How the checkout flow and fields need to change when users gift-mark items, where and how users should be able to gift-mark items, and how the actual gifting features needs to be presented to avoid issues.

Mobile E-Commerce

Mobile Checkout: User Info

Mobile E-Commerce

Mobile Checkout: User Info

13 Guidelines, 63 Pages

How to best handle the form fields for all personal user data on mobile, incl. privacy concerns, addresses, international addresses, phone fields, auto-detection techniques, etc.

Mobile E-Commerce

Mobile Checkout: Payment

Mobile E-Commerce

Mobile Checkout: Payment

14 Guidelines, 70 Pages

The payment methods interface, how to display 3rd party payment methods, the many nuances of creating high-performing credit card form field on mobile, and more.

Mobile E-Commerce

Mobile Checkout: Shipping & Store Pickup

Mobile E-Commerce

Mobile Checkout: Shipping & Store Pickup

9 Guidelines, 52 Pages

The shipping and store-pickup designs that perform the best on mobile, including displaying and describing shipping costs and speed, how to display store pickup, etc.

Mobile E-Commerce

Mobile Checkout: Order Review & Confirmation

Mobile E-Commerce

Mobile Checkout: Order Review & Confirmation

9 Guidelines, 58 Pages

Mobile order review steps and confirmation pages, incl. how users review their order info, how they can best edit it, along with what to include on order confirmations.

Mobile E-Commerce

Mobile Checkout: Layout and Features

Mobile E-Commerce

Mobile Checkout: Layout and Features

8 Guidelines, 20 Pages

All layouts and features that are used throughout the mobile checkout flow, including load indicators, primary buttons, the overall checkout design, etc.

Mobile E-Commerce

Mobile Forms: Form Fields

Mobile E-Commerce

Mobile Forms: Form Fields

12 Guidelines, 56 Pages

How mobile form field nuances can either aid or hinder mobile users’ checkout completion, in particular how form fields should be labeled, marked, and placed within mobile checkouts.

Mobile E-Commerce

Mobile Forms: Field Validation

Mobile E-Commerce

Mobile Forms: Field Validation

8 Guidelines, 46 Pages

How to ensure mobile users don’t get stuck when they run into a validation error, incl. writing helpful error messages, how to position error messages on mobile, how users correct info, how to design address validator alerts, etc.

Mobile E-Commerce

Mobile Forms: Input Optimization

Mobile E-Commerce

Mobile Forms: Input Optimization

12 Guidelines, 40 Pages

How sites can greatly optimize the mobile form-filling experience for users, through field simplificaiton, smart defaults and autodetections, incl. all touch keyboard optimizations.

Mobile E-Commerce

Mobile Site-Wide Features & Elements

Mobile E-Commerce

Mobile Site-Wide Features & Elements

22 Guidelines, 125 Pages

How to design site-wide mobile features that perform well with users, incl. ‘Install App’, ‘Save Product’, location requests, overlay dialogs, ‘live chat’, footer sections, etc.

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:

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“Baymard's training provides the proper language and sound evidence to understand what it mean to create a truly usable interface in the ecommerce business.

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“I just wanted to take a minute to thank you for the amazing work on this audit. You should know that this has been very well received internally and there's a lot of excitement around adopting the ideas you have shared.

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“Truly a great learning experience about almost every aspect of eCommerce and the steps you need to take to improve the shopping experience for your users. Everyone working with eCommerce should attend this course. Absolutely worth the investment!

“I wanted to pass on some praise to the Baymard team. I’m doing some desk research at the moment into best practices for navigation, search and filtering, and I’ve been using a lot of Baymard reports. Even though we’re not in the e-comm business, the insights you provide have been invaluable and inspirational to my project. It’s really really great work. I’ve previously grazed the content before out of interest, but now that I’m actually putting it into practice, I’m really feeling the value of this work. Thanks for making it available so that the whole community can benefit.

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“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.

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

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“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.

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“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.

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

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“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.

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“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.

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“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

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“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.

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

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@victorbejar

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@hughgraham

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

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“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.

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@stuartcurran

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“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.

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“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

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“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.

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“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.