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55 design examples manually annotated by Baymard researchers

What’s this? Here you’ll find 55 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.
Learn More: Besides exploring the 55 “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 246 mobile research findings you’ll need Baymard Premium access. (Premium also provides you full access to 49,000+ hours of UX research findings, 700+ e-commerce UX guidelines, and 57,000+ UX performance scores.)

Crate & Barrel (2020)

12 adhered 3 violated

Musician's Friend (2020)

10 adhered 3 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

Neiman Marcus (2020)

8 adhered 7 violated

Rakuten (2020)

8 adhered 2 violated

REI (2020)

8 adhered 4 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

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

TigerDirect (2020)

5 adhered 5 violated

Microsoft (2020)

5 adhered 5 violated

Foot Locker (2020)

5 adhered 1 violated

H&M (2020)

5 adhered 3 violated

J.C. Penney (2020)

4 adhered 2 violated

John Lewis (2020)

4 adhered 1 violated

Target (2020)

4 adhered 2 violated

Best Buy (2020)

3 adhered 2 violated

Disney Store (2020)

3 adhered 3 violated

Etsy (2020)

3 adhered 3 violated

Office Depot (2020)

2 adhered 2 violated

Newegg (2020)

2 adhered 2 violated

IKEA (2019)

8 adhered 3 violated

L.L. Bean (2019)

7 adhered 6 violated

Amazon (2019)

6 adhered 1 violated

Nordstrom (2019)

6 adhered 4 violated

Debenhams (2019)

6 adhered 5 violated

Adidas (2019)

5 adhered 2 violated

Wayfair (2019)

5 adhered 1 violated

B&H Photo (2019)

5 adhered 0 violated

ASOS (2019)

5 adhered 2 violated

Macy's (2019)

4 adhered 2 violated

Walmart (2019)

4 adhered 1 violated

Sephora (2019)

3 adhered 3 violated

Build.com (2019)

3 adhered 2 violated

Nike (2019)

3 adhered 2 violated

Apple (2019)

3 adhered 4 violated

Staples (2019)

2 adhered 1 violated

Zalando (2019)

2 adhered 2 violated

Crutchfield (2019)

2 adhered 2 violated

Walgreens (2019)

1 adhered 2 violated

Home Depot (2019)

1 adhered 1 violated