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Empower Your E-Commerce UX and Decisions with 49,000+ Hours of UX Research
Use Baymard’s comprehensive e-commerce UX research to create “State of the Art” e-commerce experiences, discover which design patterns consistently cause usability issues for users, and see how your UX performance stacks up against leading e-commerce sites.
With Baymard Premium you’ll get full access to 49,000+ hours of UX research findings, all distilled into 700+ design guidelines and 57,100+ UX performance scores — insights already used by several of the world’s leading e-commerce sites.
Continually Updated Research That Helps Your Organization:
- Speed up and validate design decisions by bringing large-scale UX test insights into all of your decision-making.
- Consistently develop high-performing e-commerce designs that perform well with end users.
- See the gap between your performance and the leading e-commerce sites’ UX performance and learn what it will take to create an interface that outperforms them.
- Avoid going down the wrong path early in the design and development process.
- Get inspiration from leading and competing e-commerce sites that have excellent UX performance, along with answers to why they perform well.
- Determine what design patterns to A/B test and exactly what to test.
“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.”
What you’ll get with Baymard Premium
700+ actionable design guidelines showing you exactly which e-commerce design patterns consistently cause issues for users, and what patterns perform well.
3,000+ user quotes from testing, highlighting what users think during e-commerce shopping — e.g. while browsing for products, when they abandon a purchase, etc.
78 research topics with more than 3,700+ pages exploring e-commerce UX research findings – also downloadable for offline access.
17,700+ hours of new UX research and features are added every year to Premium, ensuring your organization is always up-to-date with the latest UX research findings.
60 in-depth UX case studies in the full unrestricted benchmark database of major e-commerce sites, showcasing what works and what doesn’t through real life examples.
57,100+ UX performance scores providing a detailed performance breakdown of the competitive e-commerce UX landscape, identifying common pitfalls and industry leaders.
34,900+ best-practice and worst-practice examples illustrating how to implement the 700+ UX guidelines through concrete design examples across industries.
3,900+ annotated page types for systematic design inspiration for a particular e-commerce page type (Homepages, Search Results, Product Pages, Cart Pages, etc.).
An interactive review tool to ‘self-audit’ your own UX performance and see how it stacks up against the competition.
A personal live video onboarding session with a Baymard researcher with you and your team when you sign up.
All team members can take an exam and become “Certified E-Commerce UX Professionals” by Baymard Institute, ensuring a consistently high-level of knowledge in the organization.
A new one hour video training module every 2nd week with keynote walkthroughs of the most common design pitfalls for one of the research topics, ended with a live Q&A session.
1–6 Private Q&A Sessions per year with a Baymard senior researcher, where you & your team can ask questions, get live feedback on new design prototypes, discuss new ideas or challenges, etc.
“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.”
Research-Based Findings that Uncover Real User Behavior and UX Pitfalls
Baymard’s research findings are based on 49,000+ hours of testing e-commerce sites. Specifically, they’re based on 1,200+ qualitative moderated in-lab usability test sessions following the “Think Aloud” protocol — real users testing live e-commerce sites — combined with in-lab eye-tracking testing, quantitative studies with 10,700+ users, and large-scale benchmarking of the world’s leading e-commerce sites.
Despite testing the desktop and mobile websites from more than 90 leading e-commerce sites, the test subjects encountered more than 11,300 usability issues.
All these issues have been analyzed and distilled into 700+ user experience guidelines prioritized by UX impact — providing you with concise design guidelines that will help your organization improve the User Experience performance and conversion rate of your e-commerce site.
The Baymard Premium research catalog is continually updated, keeping your organization up-to-date on what matters to users’ online shopping experience, how new interface patterns and technologies perform, and what design patterns become deprecated over time. Every year we add 17,700+ hours of new UX research and new features to Baymard Premium.
“Baymard has been a great resource in helping us improve the customer experience. We are continually applying these best practices to our sites.”
How Does Your UX Performance Stack Up to Apple, Walmart, or Zalando?
Based on the usability test findings Baymard has benchmarked the online shopping experience of 60 top-grossing US and European e-commerce sites across all of the 700+ UX guidelines.
This provides your organization with the most comprehensive e-commerce UX database in the world, with 3,900+ manually reviewed e-commerce pages with more than 57,100 weighted UX performance scores to compare against. It also gives you 34,900+ best- and worst-practice implementation examples categorized across the 700+ guidelines (searchable & performance verified).
With Baymard Premium you get full access to this benchmark database. Baymard’s team of researchers continually updates the UX benchmark, providing you with the latest design patterns (reviewed by UX performance) and an accurate picture of the current competitive landscape.
“I can not tell you how much help your benchmark studies have been for our company, e-commerce and UX teams. We have used and continue to use these reports for baseline benchmarks as we build test protocols or eye tracking scripts etc. in lab.”
The 78 E-Commerce Research Topics
The research is divided into 78 topics, providing your design and development teams with in-depth UX documentation that’s highly actionable during redesigns, decision meetings, and design & development sprints.
Each of these 78 topics include 5–15 actionable guidelines, and a UX performance breakdown outlining high-performing sites within that topic — a total of 3,700+ pages of UX research. Explore the 78 topics below:
“I can confirm that the list was fully implemented. Every time we put up a change we either A/B test or we watch it very closely to determine that it's doing better and not the opposite. So I can confirm that these fixes have improved our checkout. Thanks for everything.”
The 3 Plans for Baymard Premium
Empower your e-commerce UX and organization with Baymard Premium research and tools. Depending on your organization, budget, and needs, there are 3 plans to choose from:
Number of Users 1
License Terms Individual
Research Catalog Yes, full access
Personal On-Boarding with Baymard Staff No
Personal UX Design Feedback and Q&A No
UX Certification of Your Team No
Pay by Credit card
Number of Users 3
License Terms Company
Research Catalog Yes, full access
Personal On-Boarding with Baymard Staff Yes
Personal UX Design Feedback and Q&A Yes, 1 session
UX Certification of Your Team No
Pay by Credit card
Number of Users 10
License Terms Company
Research Catalog Yes, full access
Personal On-Boarding with Baymard Staff Yes
Personal UX Design Feedback and Q&A Yes, 3 sessions
UX Certification of Your Team Yes, 10 users
Pay by Credit card + Invoice
Number of Users 30
License Terms Company + Enterprise
Research Catalog Yes, full access
Personal On-Boarding with Baymard Staff Yes
Personal UX Design Feedback and Q&A Yes, 6 sessions
UX Certification of Your Team Yes, 30 users
Pay by Credit card + Invoice
For freelancers and individuals we also have a ‘Personal’ plan at $720/year
Refund Policy: We stand by our research and offer you a full 14 days “no questions asked” refund. If you’re not satisfied, simply e-mail us at support@baymard.com for a full refund.
Return On Investment: You get this toolset and these 49,000+ hours of UX research at an annual cost that’s around the same as you’d pay for just 10–40 hours of consulting at a design or development agency. Our clients find they get a significant Return on Investment if they implement just a handful of the 700+ guidelines.
Currency: All listed prices are in USD. We also accept Euro for Invoice payments (available on the Medium and Large plans).
“Excellent tool – looking forward to using it with our other sites and prototypes as they’re developed.”
Upgrade Option: Full-Site UX Audit
If you don’t want to read all of the research findings, but “just want the results”, then have Baymard’s team of researchers audit your site.
The audit provides you with a detailed external review of your site’s UX performance across 550+ e-commerce UX elements, as well as a detailed UX performance comparison against the current ‘State of the Art’ performances and the competitive landscape. In addition, the audit provides you with 40 prioritized suggestions for UX improvements with best-practice implementation examples.
The price is $9,700 and includes 4 months of complimentary Premium access to the Medium plan.
Learn more about UX audits, or reach out to audit@baymard.com to hear more.
Baymard Institute’s research is already used by …
“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.”
“Hi Baymard-Team, I'm a fan of your reports – I bought some of them, learned from them and continuously use them in my day-to-day. I like them so much that I also recommend them in expert groups. Thank you for the great work!”
“Baymard has been a great resource in helping us improve the customer experience. We are continually applying these best practices to our sites.”
“These reports are fabulous. The content is exactly what our team has been looking for, and so much more! Extremely helpful, thank you!”
“We implemented “E-Commerce Checkout Usability” guide for all our stores and saw doubling of checkout conversion rates. We will soon work on implementation of other usability guidelines. Thank you Christian and Jamie for your excellent work!”
“Some time ago we purchased the Ecommerce Homepage & Category report - the research and insights are extremely useful to us and help us a lot in our work!”
“Baymard's training provides the proper language and sound evidence to understand what it mean to create a truly usable interface in the ecommerce business.”
“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.”
“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.”
“My team loves Baymard Premium and it has become a valuable tool for us. We consult with a number of large brands and manage their eComm (both DTC and eRetail) and your data is amazing, it gives us all the testing data without having to run the tests ourselves. Our clients appreciate us having the depth of knowledge Baymard provides, we've used Baymard data multiple times to defend our recommendations and to inform our designs.”
“Damn. The reports that the @Baymard folks do cost money, but they're worth it.”
