A Plan for Every UX Team

Make evidence-backed UX decisions that drive revenue and improve user experiences.

Access the largest UX research database and professional UX tools.

All plans are billed annually

Foundation

Build higher-converting storefronts.
Apply essential UX research for your site’s most critical pages.

$200/mo

$2,400 billed annually

3 users, $20/month per additional user

Get Started
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Total of 150 foundational UX Best Practice Guidelines on:

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Homepage, Navigation, Categories, Product Lists, and Product pages

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Site scanner: Instant UX analysis and personalized insights for your site

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UX Training: Built-in learning modules with 3 levels of certification

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Smart search: Research-backed answers to any UX question

ExpansionMost Popular

Optimize full journey and outperform competitors.
Cover key conversion areas, benchmark against competitors, and get industry-specific UX research.

$350/mo

$4,200 billed annually

3 users, $20/month per additional user

Get Started
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Everything in Foundation, plus:

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Total of 400+ full journey UX Best Practice Guidelines on:

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Homepage, Navigation, Categories, Product Lists, and Product pages

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Cart & Checkout, Search and Account areas

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Industry-specific UX Insights for 3 industries

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Industry UX research: Performance Benchmarks, Case Studies, and actionable design inspiration across 3 industries

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Site scanner: Compare your site’s UX to Case Studies and one competitor

Custom

Turn UX into a measurable revenue driver.
Full research access, expert input, and tailored industry and competitor insights to drive revenue with every UX decision.

Starting from

$700/mo

Starting from $8,400 billed annually

3 users, custom pricing per additional user

Book a Demo
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Everything in Expansion, plus:

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Total of 700+ specialized UX Best Practice Guidelines for:

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Homepage, Navigation, Categories, Product Lists, and Product pages

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Cart & Checkout, Search and Account areas

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Accessibility and Loyalty experiences

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Industry-specific UX insights for custom industry selections

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Industry UX research: Expanded access to Performance Benchmarks, Case Studies, and actionable design inspiration

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Partner with Baymard: Recurring consultations with our UX experts

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Site scanner: Custom scans for UX analysis and competitor comparisons

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Secure log-in & authentication: SSO, SAML, security questionaire

UX Audit Services

Looking for our UX Audit Services? Speak to a Baymard expert about your audit needs, discover the top 40 UX improvements for your site, and see how you stack up against your closest competitors.

Guaranteed positive ROI or your audit is free! Pricing tailored to your organization.

Explore UX Audit Services

The World's Leading UX Intelligence Platform

0+UX Best Practice Guidelines
0K+Hours of UX Research
0+UX Researchers
0+Years of Ecommerce UX Research
0%CVR Uplift from Baymard Suggestions

Why People Choose Baymard

Improve Conversions

Apply proven UX best practices from large-scale research.

Get Stakeholder Buy-in

Justify UX decisions with research-backed evidence.

Extend UX Expertise

Increase UX capacity without increasing headcount.

Still deciding which plan is right for your team?

Schedule a 30 minute call with our team and get a personalized walkthrough of Baymard. We'll help you identify the best fit for your specific UX goals.

Book a DEMO Call

Testimonials

What industry leaders say about Baymard

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Testimonials
Levi Strauss & Co. Logo
“Having Baymard is like having access to a magical UX super power. I can't believe how helpful and easy to use it is, given the vast array of tools and information they provide!”

Ariana Biedebach

Manager, UX Research at Levi Strauss & Co.

Testimonials
Deloitte Digital Logo
“Baymard’s training provides the proper language and sound evidence to understand what it means to create a truly usable interface in the ecommerce business.”

Semion Lapin

UX Designer at Deloitte Digital

Testimonials
Nike Inc. Logo
“Intelligent, consumer-focused insights that are clear and actionable. The team in the room really loved the way the Baymard Institute highlighted the optimizations in the various user experience elements (copy, layout, design, calls-to-action…), from the perspective of consumer struggles. Baymard’s Usability research really complements our other existing research tools.”

Will Close

Director of A/B Testing at Nike.com

Testimonials
Google Logo
“I just wanted to take a minute to thank you for the amazing work on this audit. You should know that this has been very well received internally and there’s a lot of excitement around adopting the ideas you have shared.”

Sudeep Agarwal

Growth Manager at Google Shopping

Testimonials
Adidas Logo
“We’ve used Baymard as a structured evaluation framework when auditing parts of our digital experience. In one fairly recent project, I mapped Baymard’s guidelines directly against the CONFIRMED app experience to systematically identify both smaller friction points and more fundamental usability gaps. This approach gave us a strong foundational overview of where the experience deviated from established UX best practices, and helped prioritize improvements […].”

Josefine Raneke

UX Researcher at Adidas

Testimonials
Office Depot Logo
“Baymard has been a great resource in helping us improve the customer experience. We are continually applying these best practices to our sites.”

Bryan Trogdon

Director of User Experience at Office Depot

Testimonials
Lenovo Logo
“Excellent tool – looking forward to using it with our other sites and prototypes as they’re developed.”

Leah Kaufman

Senior UX Research Manager at Lenovo

Testimonials
KFC Logo
“I appreciated the detailed audit and found the readout to be insightful and inspiring. The Baymard team did a fabulous job of explaining methodology, answering questions, and providing best practice recommendations! ”

Jenn Keller

Sr. UX Designer at KFC

Testimonials
Sears Logo
“Baymard produces some of the most relevant and actionable user experience research available. They really understand the needs of UX and Product Management professionals, and their deep experience in the eCommerce field allows them to offer sophisticated, nuanced insights.”

Kerry McAleer

Former Director of UX Research at Sears

Testimonials
Columbia Sportswear Logo
“This was indeed very helpful guidance and a very well-documented roadmap for us to fix, validate, organize, collectively understand and continually improve our ecommerce foundation.”

Cat Brunson

UX Manager at Columbia Sportswear

Baymard UX CEO headshot

Speak to an expert about our research and services

Schedule a 30 minute call with our team and get a personalized walkthrough of Baymard. We'll help you identify the best fit for your specific UX goals.

BOOK A DEMO CALL

FAQs

What payment methods do you accept?chevron-down

You can pay online with all plans using major credit cards. For higher tier plans, we also support payment via bank transfer, invoice, or purchase order.

Can I try Baymard before purchasing?chevron-down

Yes! You can get started with the Free plan to explore selected guidelines and examples. When you’re ready for full access, you can upgrade to one of the paid plans at any time.

Can I switch plans later?chevron-down

Yes, you can upgrade or downgrade your plan at any time. Simply contact support@baymard.com and our team will help you adjust your subscription. For downgrades, any changes will take effect at the end of your current billing cycle.

What’s included in the Free plan?chevron-down

The Free plan provides access to a limited set of guidelines and selected page design examples, so you can experience Baymard’s research before upgrading. It’s ideal for individuals and teams exploring UX improvements without immediate commitment.

How often is the research updated?chevron-down

Our research, including Guidelines, Benchmarks, Case Studies, and Page Designs, is updated annually. We also continuously publish new insights for different industries. You can follow our changelog for recent updates and see upcoming research on our roadmap.

What happens if I cancel my paid plan?chevron-down

If you cancel, your access will revert to the Free plan at the end of your current billing period. You’ll keep access to Free plan resources, but lose access to paid features and reports.

Do you offer custom plans?chevron-down

Yes. If you have unique needs, require additional seats, or need tailored research access, we can build a custom plan for you. Contact us at support@baymard.com for more details.