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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 37,000 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