Page Types Overview

Checkout Account Selection

55 design examples manually annotated by Baymard researchers

What’s this? Here you’ll find 55 annotated “Checkout Account Selection” design examples from Baymard’s UX benchmark of 60 major e-commerce sites. (Note: this is less than 1% of the full research catalog.)

While most know having a “guest checkout” option is vital, our mobile usability testing reveals that having “guest checkout” is not enough. During testing of different mobile checkouts, 60% of users overlooked the guest checkout option solely due to the mobile design of the “Account Selection” step — causing a high degree of checkout abandonments, as users assumed no “guest checkout” option existed.

More ‘Checkout Account Selection’ Insights

  • Besides these mobile checkout Account Selection examples we’ve also benchmarked the desktop versions; see the 51 desktop Account Selection examples.
  • The research team is currently conducting a new large-scale mobile usability study that focuses on the mobile homepage, navigation, search, product lists, and product pages. Note that we do observe the current mobile guidelines and underlying user behavior still applies, despite some of the screenshots looking dated. The new mobile study is expected to be ready at the very end of 2018.

Learn More: Besides exploring the 55 mobile “Account Selection” design examples below, you may also want to read our related article “6 Mobile Checkout Usability Considerations”.

Get Full Access: To see all of Baymard’s 144 mobile 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.)


Staples (2015)

15 adhered 8 violated

Kohl's (2015)

8 adhered 11 violated

Sears (2015)

4 adhered 3 violated

Barnes & Noble (2015)

3 adhered 3 violated

Ann Taylor (2015)

3 adhered 3 violated

Disney Store (2015)

3 adhered 3 violated

Victoria’s Secret (2015)

3 adhered 2 violated

Sephora (2015)

3 adhered 3 violated

Gap (2015)

3 adhered 2 violated

Walmart (2015)

3 adhered 2 violated

Newegg (2015)

3 adhered 5 violated

TigerDirect (2015)

2 adhered 3 violated

Dell (2015)

2 adhered 3 violated

Nike (2015)

2 adhered 3 violated

Foot Locker (2015)

2 adhered 0 violated

Diapers (2015)

2 adhered 1 violated

Amazon (2015)

2 adhered 2 violated

Vitacost (2015)

1 adhered 1 violated

HP (2015)

1 adhered 1 violated

B&H Photo (2015)

1 adhered 1 violated

Costco (2015)

1 adhered 3 violated

Musician's Friend (2015)

1 adhered 1 violated

Etsy (2015)

1 adhered 1 violated

Bass Pro Shops (2015)

1 adhered 1 violated

Northern Tool (2015)

1 adhered 1 violated

Gilt (2015)

1 adhered 2 violated

Urban Outfitters (2015)

1 adhered 2 violated

Cabela's (2015)

1 adhered 1 violated

Walgreens (2015)

1 adhered 1 violated

Sephora (2015)

1 adhered 1 violated

American Eagle Outfitters (2015)

1 adhered 1 violated

J.C. Penney (2015)

1 adhered 1 violated

L.L. Bean (2015)

1 adhered 1 violated

Macy's (2015)

1 adhered 1 violated

Rakuten (2015)

1 adhered 3 violated

Nordstrom (2015)

1 adhered 1 violated

Costco (2015)

0 adhered 1 violated

Costco (2015)

0 adhered 4 violated

Etsy (2015)

0 adhered 2 violated

Diapers (2015)

0 adhered 1 violated

Amazon (2015)

0 adhered 2 violated

Gap (2015)

0 adhered 0 violated

Walmart (2015)

0 adhered 2 violated

REI (2015)

0 adhered 1 violated

Best Buy (2015)

0 adhered 1 violated

Newegg (2015)

0 adhered 3 violated

Sears (2015)

0 adhered 1 violated

Overstock (2014)

2 adhered 3 violated

Grainger (2014)

1 adhered 1 violated

Lowe's (2014)

1 adhered 1 violated

Home Depot (2014)

1 adhered 1 violated

Office Depot (2014)

1 adhered 1 violated

Williams-Sonoma (2014)

1 adhered 1 violated

Crate & Barrel (2014)

1 adhered 1 violated

Wayfair (2014)

0 adhered 2 violated