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Mobile Web: Homepage
92 design examples manually annotated by Baymard researchers
What’s this? Here you’ll find 92 annotated “Homepage” design examples from Baymard’s UX benchmark of 93 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
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Desktop Examples: Besides the mobile examples below, we also have 55+ desktop examples of Homepage implementations.
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Learn More: Besides exploring the 92 “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”.
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Get Full Access: To see all of Baymard’s 351 mobile research findings you’ll need Baymard Premium access. (Premium also provides you full access to 71,000+ hours of UX research findings, 750+ e-commerce UX guidelines, and 77,800+ UX performance scores.)
Chewy (2021)
11 adhered 4 violated
Vodafone UK (2021)
11 adhered 3 violated
Bang & Olufsen (2021)
10 adhered 5 violated
Smyths (2021)
9 adhered 5 violated
Gucci (2021)
9 adhered 6 violated
Peapod (2021)
8 adhered 4 violated
Chanel (2021)
8 adhered 3 violated
TAG Heuer (2021)
8 adhered 3 violated
Van Cleef & Arpels (2021)
8 adhered 6 violated
Zooplus (2021)
7 adhered 5 violated
Sports Direct (2021)
7 adhered 3 violated
Lego (2021)
7 adhered 5 violated
Dick's Sporting Goods (2021)
7 adhered 5 violated
The Vitamin Shoppe (2021)
7 adhered 9 violated
Ocado (2021)
7 adhered 5 violated
Louis Vuitton (2021)
7 adhered 6 violated
Thomann (2021)
6 adhered 6 violated
Vitamin World (2021)
6 adhered 5 violated
Verizon (2021)
6 adhered 7 violated
Guitar Center (2021)
5 adhered 7 violated
Shop Apotheke (2021)
5 adhered 6 violated
Fresh Direct (2021)
5 adhered 6 violated
Jimmy Choo (2021)
5 adhered 4 violated
CVS (2021)
4 adhered 3 violated
Ulta Beauty (2021)
4 adhered 4 violated
Sainsbury's (2021)
4 adhered 7 violated
Bell (2021)
4 adhered 6 violated
Orange (2021)
4 adhered 11 violated
Albertsons (2021)
3 adhered 7 violated
Xfinity (2021)
3 adhered 5 violated
Crate & Barrel (2020)
12 adhered 3 violated
Costco (2020)
11 adhered 5 violated
John Lewis (2020)
11 adhered 2 violated
Foot Locker (2020)
11 adhered 2 violated
Musician's Friend (2020)
10 adhered 3 violated
H&M (2020)
10 adhered 6 violated
Bass Pro Shops (2020)
9 adhered 6 violated
Marks & Spencer (2020)
9 adhered 3 violated
GAP (2020)
9 adhered 4 violated
Gilt (2020)
9 adhered 4 violated
Hayneedle (2020)
9 adhered 5 violated
Northern Tool (2020)
9 adhered 3 violated
Tesco (2020)
8 adhered 3 violated
Neiman Marcus (2020)
8 adhered 7 violated
Rakuten (2020)
8 adhered 2 violated
REI (2020)
8 adhered 4 violated
Etsy (2020)
8 adhered 4 violated
Target (2020)
8 adhered 6 violated
Cole-Parmer (2020)
7 adhered 2 violated
Argos (2020)
7 adhered 3 violated
Victoria's Secret (2020)
7 adhered 5 violated
Urban Outfitters (2020)
7 adhered 5 violated
American Eagle Outfitters (2020)
7 adhered 3 violated
Williams Sonoma (2020)
7 adhered 5 violated
Sears (2020)
7 adhered 6 violated
Best Buy (2020)
7 adhered 5 violated
Disney Store (2020)
7 adhered 6 violated
Ann Taylor (2020)
6 adhered 5 violated
HP (2020)
6 adhered 8 violated
Dell (2020)
6 adhered 4 violated
Lowe's (2020)
6 adhered 4 violated
W.W. Grainger, Inc. (2020)
6 adhered 4 violated
Overstock (2020)
6 adhered 3 violated
J.C. Penney (2020)
6 adhered 4 violated
TigerDirect (2020)
5 adhered 5 violated
Microsoft (2020)
5 adhered 5 violated
Office Depot (2020)
5 adhered 4 violated
Newegg (2020)
5 adhered 3 violated
Arrow (2020)
4 adhered 1 violated
Thermofischer (2020)
3 adhered 3 violated
Berlin Packaging (2020)
3 adhered 7 violated
Hitachi UK (2020)
1 adhered 3 violated
IKEA (2019)
14 adhered 5 violated
Debenhams (2019)
11 adhered 8 violated
B&H Photo (2019)
10 adhered 2 violated
ASOS (2019)
10 adhered 4 violated
Build.com (2019)
9 adhered 4 violated
Wayfair (2019)
9 adhered 2 violated
Macy's (2019)
8 adhered 4 violated
Amazon (2019)
8 adhered 5 violated
L.L. Bean (2019)
8 adhered 7 violated
Walmart (2019)
8 adhered 4 violated
Adidas (2019)
7 adhered 6 violated
Zalando (2019)
7 adhered 4 violated
Nike (2019)
7 adhered 4 violated
Nordstrom (2019)
7 adhered 7 violated
Crutchfield (2019)
7 adhered 5 violated
Staples (2019)
5 adhered 3 violated
Apple (2019)
5 adhered 6 violated
Sephora (2019)
4 adhered 4 violated
Home Depot (2019)
4 adhered 5 violated
Walgreens (2019)
3 adhered 4 violated