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Empower Your E-Commerce UX and Decisions with 54,000+ Hours of UX Research
With Baymard Premium you’ll get full access to 54,000+ hours of UX research findings, all distilled into 750+ design guidelines and 77,800+ UX performance scores — insights already used by most of the world’s leading e-commerce sites.
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 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 leading e-commerce sites, 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, and learn why they perform well.
- Augment your UX design decisions towards the rest of your organization with external unbiased research.
“This was indeed very helpful guidance and a very well-documented roadmap for us to fix, validate, organize, collectively understand and continuously improve our e-commerce foundation.”
Cat Brunson
UX Manager at Columbia Sportswear
What you’ll get with Baymard Premium
750+ actionable guidelines
Discover the best and worst performing design patterns — based on years of research
We’ve distilled our 54,000+ hours of usability testing and UX research into 750+ guidelines.
Each of the 750+ guidelines focuses on a specific aspect, feature, or design pattern of the user experience and documents what consistently causes issues for users and what consistently performs well.
Each guideline offers in-depth test insights on how users behave and interpret a given UI/feature, and provides your team with concrete and actionable advice on how to implement the designs and features that are consistently observed to perform the best with users.
The research is structured into 81 topics, each containing 5-15 guidelines, that cover every aspect of your online user experience. This supports both when your organization needs to make a complete site redesign, or when you need documentation on how to best design and implement a specific page, a UI component, or feature.
60 in-depth UX case studies
Unrestricted benchmark database analyzing 60 leading sites
Unrestricted access to our UX benchmark database provides your team with systematic inspiration from 60 leading and competing e-commerce sites, showcasing what performs well with users and what doesn’t – all through real-world examples.
Each of the 60 case studies (US and European sites) provides you with:
- a complete UX performance drill-down across most of the 750+ guidelines — revealing the sites’ UX strengths and weaknesses,
- a full annotated walkthrough of the sites’ desktop and mobile user experience, with 300-400 positive and negative UX highlights for each site, illustrating both best- and worst-practice implementations.
The case studies are useful in showing what website elements and designs from leading and competing brands that your organization should, and, more importantly, shouldn’t draw inspiration from.
16,500+ hours of new research per year
Ensuring your organization is always up-to-date with the latest UX findings
We continually add new UX research to Baymard Premium — roughly 16,500+ hours per year. This keeps your organization on top of the current design trends, the latest UX research findings, general changes in user behavior, and the current state of the competitive landscape.
We deprecate any guidelines and recommendations if the underlying user behavior or UX issue is no longer observed in large-scale testing.
77,800+ UX performance scores
A detailed performance breakdown of the competitive UX landscape
Unrestricted access to the UX performance benchmark provides you and your team with a comprehensive overview of the current competitive e-commerce UX landscape, identifying industry leaders and common UX pitfalls to stay clear of.
Your team can drill down into detailed UX performance scorecards for today’s largest sites, with 77,800+ weighted UX performance scores and visual explanations of how they perform and stack up.
An interactive review tool
A tool to self-assess & compare your own UX performance
Self-assess your own site UX to produce a detailed UX performance scorecard, enabling you to see how your site stacks up against the industry, the competition, and ‘state of the art’ user experiences.
The Review Tool builds upon our audit team’s 9 years of experience conducting highly detailed UX audits, and has more than 7,000 site implementation scenarios available as an interactive questionnaire, allowing you and your team to conduct accurate and repeatable UX performance evaluations. The tool also guides you on how to address your site’s UX shortcomings.
You can also assess your prototypes or designs-in-progress to gauge how your individual design changes are improving the overall user experience.
Your team can create an unlimited number of self-assessments in the Review Tool.
49,300+ best-practice and worst-practice examples
Illustrating how to implement the 750+ guidelines through real-world examples
49,300+ best- and worst-practice implementation examples, across different industries, illustrate how you can implement each of the 750+ UX guidelines.
The examples are all searchable and performance-verified, and are continuously updated to provide you the latest examples from leading brands and sites.
This allows you to quickly cherry-pick the most relevant inspiration from leading brands and competitors, to use, for example, in meetings with internal stakeholders or clients.
4,500+ annotated page types
Systematic inspiration for redesigns of specific types of pages
Full access to the Page Design tool provides you and your team with 4,500+ full-page design examples, annotated with 40,000+ UX callouts by our UX research team.
This allows your team to systematically gather inspiration for a particular “page type” you are working on — e.g., “no results” pages, product pages, “shipping method” steps, top-level navigation, mobile filtering interfaces, etc.
The Page Design tool also highlights the UX pitfalls you should avoid for each of the 54 page types available.
1–6 Private Q&A Sessions
Have a senior Baymard UX researcher ‘on call’ for quick external input
Depending on your Baymard Premium plan, your team gets between 1 and 6 live 30-minute sessions per year with a Baymard senior UX researcher.
You and your team can use these sessions to get quick and informal external input from a senior Baymard UX researcher on any of your current projects or internal discussions. For example, use a session to get live feedback on existing designs or new prototypes for a specific website component, discuss ideas and challenges specific to your site and organization, etc.
(All calls are confidential and bookable online with 2-3 days notice. If you instead need a complete site audit, see our full-site UX audit service)
A personal live onboarding call
Baymard staff will show you and your team around
When you sign up, Baymard staff will show you and your team around Baymard Premium in a private live onboarding call.
This onboarding call will ensure that your team hits the ground running, can ask questions, and can easily find the research that best matches the areas of most interest to you.
(All plans except the Personal plan qualify for an onboarding call.)
Become a ‘Certified E-Commerce UX Professional’
A specialized self-study certification program for e-commerce UX
All team members can take a series of exams and become “Certified E-Commerce UX Professionals by Baymard Institute”, ensuring a consistently high level of knowledge in your organization, and documenting your UX expertise externally with (optional) inclusion in Baymard’s public list of certified UX professionals.
(The certification program is only available on the Medium or Large plans).
39 UX training modules
Keynote walkthroughs of the most common UX and design pitfalls
Beyond the research catalog itself, Baymard Premium also provides you and your team with 39 keynote presentations, available on-demand, of the most common UX and design pitfalls within one of 81 research topics.
These training module videos are good for those who want broad coverage of the UX research highlights, and for those who prefer a training-based presentation format.
A new training module is added every 4th week and ends with a live Q&A session.
“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
Research-Based Findings that Uncover Real User Behavior and UX Pitfalls
Baymard’s research findings are based on 54,000+ 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 and quantitative studies with 12,600+ users.
During testing the desktop and mobile websites from more than 90 leading US and European brands, the test subjects encountered 11,300+ usability issues.
The insight from analyzing these issues has been distilled into 750+ user experience guidelines prioritized by UX impact — providing you with concise design guidelines that will help you improve your site’s UX performance and conversion rate.
“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
How Does Your UX Performance Stack Up to Apple, Walmart, or Zalando?
Using data and insights from usability test findings, Baymard has benchmarked the online shopping experience of 60 top-grossing US and European e-commerce sites across all of the 750+ 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 77,800+ weighted UX performance scores to compare against. Get access to 49,300+ best- and worst-practice implementation examples categorized across the 750+ guidelines (searchable & performance-verified).
Baymard’s team of researchers continuously updates the UX benchmark, providing you with the latest design patterns and an accurate picture of the current competitive landscape.
“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-Forte
Director of User Experience Research at Sears
The 81 E-Commerce Research Topics
The research is divided into 81 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 81 topics include
- 5-15 actionable in-depth UX guidelines;
- a UX performance breakdown for the industry;
- 300-900 best and worst-practice examples from leading e-commerce sites.
“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.”
Abraham Berkowitz
B&H Photo
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 54,000+ 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 750+ guidelines.
Currency: All listed prices are in USD. We also accept Euro for Invoice payments (available on the Medium and Large plans).
Our Clients
Baymard’s research is used by more than 3,000 brands, agencies, researchers, and UX designers, across 80+ countries, and includes 71% of all Fortune 500 e-commerce companies.
“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.”
“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.”
“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!”
“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.”
“I’m an avid user of your reports and recommendations. I have leveraged your articles and findings for my previous B2B work at Grainger, B2C work at Ulta, and now I’m at Hyatt. Thanks”
“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.”
