Page Types Overview

Homepage

53 design examples manually annotated by Baymard researchers

What’s this? Here you’ll find 53 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.)

During our large-scale mobile usability study, we observed that when users land on the homepage of a new mobile site, 70% scrolled up and down nearly the entire mobile homepage, quickly scanning its contents. Most did so to answer questions such as What type of site did I land on? What can I do here? and What should I expect to find?. Yet, our benchmarking reveals that 42% of mobile homepages have a design that risks setting wrong expectations for their users.

More ‘Homepage’ Insights

  • Besides these mobile homepage design examples we’ve also benchmarked the desktop versions; see the 51 desktop homepage 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 53 “mobile homepage” design examples below, you may also want to read our related article “42% of Mobile Homepages Risk Setting Wrong Expectations for Their Users”.

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.)


TigerDirect (2015)

4 adhered 4 violated

Ann Taylor (2015)

3 adhered 6 violated

Hayneedle (2015)

3 adhered 0 violated

Nike (2015)

3 adhered 0 violated

Victoria’s Secret (2015)

3 adhered 3 violated

Walgreens (2015)

3 adhered 2 violated

Toys'R'Us (2015)

3 adhered 5 violated

Etsy (2015)

2 adhered 0 violated

Disney Store (2015)

2 adhered 0 violated

Northern Tool (2015)

2 adhered 2 violated

Crutchfield (2015)

2 adhered 2 violated

Cabela's (2015)

2 adhered 3 violated

Diapers (2015)

2 adhered 1 violated

Sephora (2015)

2 adhered 3 violated

Macy's (2015)

2 adhered 3 violated

Sears (2015)

2 adhered 0 violated

Kohl's (2015)

2 adhered 3 violated

Vitacost (2015)

1 adhered 0 violated

B&H Photo (2015)

1 adhered 0 violated

HP (2015)

1 adhered 1 violated

Costco (2015)

1 adhered 7 violated

Musician's Friend (2015)

1 adhered 1 violated

American Eagle Outfitters (2015)

1 adhered 0 violated

J.C. Penney (2015)

1 adhered 2 violated

Gap (2015)

1 adhered 0 violated

L.L. Bean (2015)

1 adhered 2 violated

Rakuten (2015)

1 adhered 5 violated

Newegg (2015)

1 adhered 0 violated

Nordstrom (2015)

1 adhered 0 violated

HP (2015)

0 adhered 1 violated

Barnes & Noble (2015)

0 adhered 2 violated

Dell (2015)

0 adhered 2 violated

Staples (2015)

0 adhered 2 violated

Staples (2015)

0 adhered 1 violated

Bass Pro Shops (2015)

0 adhered 5 violated

Foot Locker (2015)

0 adhered 7 violated

Gilt (2015)

0 adhered 4 violated

Urban Outfitters (2015)

0 adhered 1 violated

Walmart (2015)

0 adhered 1 violated

REI (2015)

0 adhered 1 violated

Best Buy (2015)

0 adhered 1 violated

Amazon (2014)

5 adhered 1 violated

Williams-Sonoma (2014)

3 adhered 1 violated

Target (2014)

2 adhered 1 violated

Wayfair (2014)

2 adhered 0 violated

Grainger (2014)

1 adhered 2 violated

Build.com (2014)

1 adhered 3 violated

Office Depot (2014)

1 adhered 0 violated

Crate & Barrel (2014)

1 adhered 3 violated

Lowe's (2014)

0 adhered 2 violated

Home Depot (2014)

0 adhered 1 violated

Overstock (2014)

0 adhered 2 violated

Wayfair (2014)

0 adhered 0 violated