Industry UX Research
A large-scale research study on how to optimize the online User Experience of the sales site for Digital Subscriptions & SaaS
At Baymard Institute, we have a whole research topic devoted specifically to Digital Service Subscription & Software as a Service (SaaS) websites; on how they can improve the online shopping UX and usability of their public sales sites.
Through our 67,000+ hours of large scale UX research, we’ve identified 190+ in-depth User Experience guidelines that are particularly important to the public sales sites of Digital Subscription services and SaaS companies.
The tested sales sites spanned digital Software as a Service including video conferencing (Zoom, GoToMeeting, Webex, and BlueJeans by Verizon), communication/chat (Slack, Microsoft Teams, Chanty, and Flock), and cloud storage (Box, Sync, Microsoft OneDrive, and Egynte).
Baymard’s digital subscription services UX research is based on more than 250 qualitative subject/site usability test sessions following the “Think Aloud” protocol. During testing, the users encountered 850+ medium-to-severe usability issues on the SaaS sales pages. It’s these issues have been analyzed and distilled into 196 UX guidelines.
The SaaS 190+ guidelines cover what types of sales pages are needed, how to structure and interlink the public site, what to include in and how to design the plan matrix, along with general usability and site layout insights, including improving the signup and payment flow.
This page provides you a brief overview of Baymard’s Digital Subscription UX research. Full access to all of our UX research is available as part of Baymard Premium.
Read more UX research organized by industry or theme, or get an overview of our entire Research Catalog.