Empower Your E-Commerce UX and Decisions with 32,000+ 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 32,000+ hours of UX research findings, all distilled into 642 design guidelines and 50,000+ 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.

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.

What you’ll get with Baymard Premium

642 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.

69 research topics with more than 3,300+ pages exploring e-commerce UX research findings – also downloadable for offline access.

New research is continually added by Baymard’s research team, 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.

50,000+ UX performance scores providing a detailed performance breakdown of the competitive e-commerce UX landscape, identifying common pitfalls and industry leaders.

27,900+ best-practice and worst-practice examples illustrating how to implement the 642 UX guidelines through concrete design examples across industries.

3,500 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 annual exam and become “Certified E-Commerce UX Professionals” by Baymard Institute, ensuring a consistently high-level of knowledge in the organization. (Starts Sep. 2018)

A new 1.5 hour live training module every 2nd week with keynote walkthroughs of the most common design pitfalls for one of the research topics, ended with a 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.

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.

Research-Based Findings that Uncover Real User Behavior and UX Pitfalls

Baymard’s research findings are based on 32,000+ hours of testing e-commerce sites. Specifically, they’re based on 1,000+ 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 9,000+ users, and large-scale benchmarking of the world’s leading e-commerce sites.

Despite testing the desktop and mobile websites from 76 leading e-commerce sites, the test subjects encountered more than 8,700 usability issues.

All these issue have been analyzed and distilled into 642 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.

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.

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 642 UX guidelines.

This provides your organization with the most comprehensive e-commerce UX database in the world with 3,700 manually reviewed e-commerce pages with more than 50,000 weighted UX performance scores to compare against. It also gives you 27,900+ best- and worst-practice implementation examples categorized across the 642 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.

Belk Logo

“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 69 E-Commerce Research Topics

The research is divided into 69 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 69 topics include 5–15 actionable guidelines, and a UX performance breakdown outlining high-performing sites within that topic. In addition to online access, all 69 topics can be downloaded as PDF reports for offline access or printing — a total of 2,300+ printed pages of UX research. Explore all 69 topics below:

5 × Homepage & Category Topics

Homepage & Category

Homepage

Homepage & Category

Homepage

15 Guidelines, 52 Pages

The primary objectives of a site’s homepage, the opportunities it can provide to both new and repeat users, the homepage structure & design, carousels, personalization, and promotions.

Homepage & Category

Category Taxonomy

Homepage & Category

Category Taxonomy

14 Guidelines, 58 Pages

The structural component of a site’s product categories, including information architecture, catalog breadth, and category naming.

Homepage & Category

Main Navigation

Homepage & Category

Main Navigation

16 Guidelines, 53 Pages

The visual design of an e-commerce site’s taxonomy, including mega drop-down menus, the visual hierarchy, and courtesy navigation.

Homepage & Category

Intermediary Category Pages

Homepage & Category

Intermediary Category Pages

6 Guidelines, 32 Pages

How Intermediary Category Pages can guide users toward better-defined categories and products using inspirational paths, featured products, and curated content.

Homepage & Category

Site-Wide Layout

Homepage & Category

Site-Wide Layout

10 Guidelines, 39 Pages

How general site-wide elements should be designed and positioned, including considerations on newsletter dialogs, ad positioning, footer, and return policy links.

5 × On-Site Search Topics

On-Site Search

Search Query Types

On-Site Search

Search Query Types

12 Guidelines, 45 Pages

The prerequisites for a great search experience: understand the 12 different types of search queries that users typically submit on e-commerce sites, which your site’s search engine needs to support.

On-Site Search

Search Form & Logic

On-Site Search

Search Form & Logic

10 Guidelines, 37 Pages

Search form design and function, both pre- and post-search, with usability considerations on the design and behavior of the search field itself, query persistence, search scope selection, etc.

On-Site Search

Search Autocomplete

On-Site Search

Search Autocomplete

7 Guidelines, 24 Pages

How the autocomplete (also known as ‘predictive search’) should be designed, the types of suggestions it should make (products vs queries), keyboard input behavior, and more.

On-Site Search

Results Logic & Guidance

On-Site Search

Results Logic & Guidance

8 Guidelines, 33 Pages

How to create a seamless query integration process, including how to guide users toward better paths through methods such as suggesting new queries, scopes, and ‘No results’ pages.

On-Site Search

Results Layout & Filtering

On-Site Search

Results Layout & Filtering

12 Guidelines, 56 Pages

How to layout and design search results and how to implement filtering, including dynamic list layouts, search snippets, loading more results, faceted search filters, value truncation, filter naming, dynamic sorting, and more.

10 × Product Lists & Filtering Topics

Product Lists & Filtering

List Layout

Product Lists & Filtering

List Layout

7 Guidelines, 40 Pages

How to create a list layout that bolsters product browsing experiences, with guidelines on the design and features of the overall product list layout, including grid and list layouts.

Product Lists & Filtering

Loading Products

Product Lists & Filtering

Loading Products

5 Guidelines, 28 Pages

How to load items in a product list, including guidelines on how new items should be loaded, how many items should be displayed by default, how to approach novel navigation methods, and more.

Product Lists & Filtering

List Items: Product Info & Thumbnails

Product Lists & Filtering

List Items: Product Info & Thumbnails

16 Guidelines, 74 Pages

Information to include in List Items, formatting and displaying information, displaying product variations as one or multiple List Items, what product thumbnails to display, and more.

Product Lists & Filtering

List Items: Interface & Hit Areas

Product Lists & Filtering

List Items: Interface & Hit Areas

10 Guidelines, 41 Pages

The visual presentation of information as well as the arrangement of interface elements within List Items, including proper labels for numeric specs, showcasing unique product features, List Item hover effects, and more.

Product Lists & Filtering

List Items: Personalization

Product Lists & Filtering

List Items: Personalization

5 Guidelines, 18 Pages

How sites can personalize List Items to suit each unique user by inferring user interests through filtering and sorting observations, context-aware product thumbnails, and contextual compatibility notices.

Product Lists & Filtering

Filtering: Available Filters

Product Lists & Filtering

Filtering: Available Filters

10 Guidelines, 41 Pages

Which filtering types users need to narrow down product lists, incl. thematic filters, considerations for accessory products, user-defined ranges for all numeric filtering values, compatability filters, ‘New Arrivals’, and more.

Product Lists & Filtering

Filtering: Scope & Logic

Product Lists & Filtering

Filtering: Scope & Logic

14 Guidelines, 54 Pages

Common pitfalls and optimizations such as avoiding filter attributes as category scopes, explaining industry-specific filters, and allowing users to combine multiple filter values of the same filter type.

Product Lists & Filtering

Filtering: Interface & Layout

Product Lists & Filtering

Filtering: Interface & Layout

11 Guidelines, 50 Pages

How layout and interface styling can significantly influence the discoverability of filters, incl. how to visually nest sidebar categories, when to truncate filters, and considering a horizontal unified sorting and filtering tool.

Product Lists & Filtering

Sorting

Product Lists & Filtering

Sorting

11 Guidelines, 48 Pages

How to provide innovative and forward-thinking product selection with guidelines on the default sort type, avoiding most alphabetical sorting, sorting interface and scope, as well as the sort types needed.

Product Lists & Filtering

Comparison Tool

Product Lists & Filtering

Comparison Tool

5 Guidelines, 22 Pages

When a comparison tool is appropriate and how both its selection process and comparison page should be designed, when to have a comparison feature, and how to design the compare link and comparison view.

12 × Product Page Topics

Product Page

Product Page Layout

Product Page

Product Page Layout

8 Guidelines, 53 Pages

The 4 predominant Product Details Page layouts used in e-commerce: ‘Horizontal Tabs’, ‘Sticky TOCs’, ‘Collapsed Sections’, ‘One Long Page’, how they each perform, and which layout to generally avoid.

Product Page

Product Images

Product Page

Product Images

9 Guidelines, 49 Pages

How users rely on images on the product page, the 7 different product image types users generally need, the amount of images needed, and how large sites can approach some of the image sourcing.

Product Page

Image Gallery UI

Product Page

Image Gallery UI

10 Guidelines, 45 Pages

How to design a high-performing imagery gallery that serves as the perfect container for the product images, incl. image navigation, how to zoom images, overlays, default image size, etc.

Product Page

Product Video & 360-View

Product Page

Product Video & 360-View

4 Guidelines, 21 Pages

‘Rich visuals’ like product video and 360-views, how users utilize it, and the features each of these need in order for users to be able to reliably control the content.

Product Page

The 'Buy' Section

Product Page

The 'Buy' Section

9 Guidelines, 43 Pages

The design and position of elements such as the ‘Add to Cart’ button, prices & discounts, the quantity field, ‘Out of Stock’, ‘Save to List’, etc.

Product Page

Shipping, Returns, and Gifting

Product Page

Shipping, Returns, and Gifting

7 Guidelines, 42 Pages

The best-performing designs for displaying shipping and return info at the product page, the amount of info required, along with how to best present “Free Shipping”, handle gifting, and “Find in Store” features.

Product Page

Product Variations

Product Page

Product Variations

9 Guidelines, 40 Pages

The selection interface for color and size variations, reusing content across variations, size guides, along with the interfaces required for both product customizations and personalizations.

Product Page

Product Descriptions

Product Page

Product Descriptions

7 Guidelines, 36 Pages

How users engage with and rely on product information and descriptions, the type of content needed, product headlines sub-titles, along with both the text structure and styling that performs the best.

Product Page

Specifications Sheet

Product Page

Specifications Sheet

5 Guidelines, 26 Pages

How users engage with spec sheets, and how both the spec sheet layout, spec sheet features, and post-processing of vendor data are critical for making users less prone to users misread the specs.

Product Page

User Reviews

Product Page

User Reviews

13 Guidelines, 71 Pages

The user review submission form, review filtering, sorting & navigation, rating distribution summaries, and more.

Product Page

Auxiliary Content

Product Page

Auxiliary Content

5 Guidelines, 25 Pages

A variety of auxiliary content types found on e-commerce product pages, such as Q&A, FAQs, product manuals, social media tools, and expert-generated content.

Product Page

Cross-Sells & Cross-Navigation

Product Page

Cross-Sells & Cross-Navigation

9 Guidelines, 51 Pages

How cross-sells and cross-navigation are vital for users’ overall success at locating their desired products, incl. cross-sell design, placement, and logic, and cross-navigation elements such as ‘Recently Viewed’, parent links, etc.

17 × Cart & Checkout Topics

Cart & Checkout

Checkout Types

Cart & Checkout

Checkout Types

3 Guidelines, 23 Pages

The upsides and potential pitfalls of multistep checkouts, accordion checkouts, and one-step checkouts.

Cart & Checkout

Shopping Cart & “Added to Cart” Behavior

Cart & Checkout

Shopping Cart & “Added to Cart” Behavior

10 Guidelines, 51 Pages

How to properly implement the shopping cart page, incl. cart design, quantity and save features, the page response when users add products to the cart on the product page (drop-down cart, etc.).

Cart & Checkout

Account Selection & Creation

Cart & Checkout

Account Selection & Creation

9 Guidelines, 39 Pages

Types of checkout flows available for signed in users, users creating an account, or checking out as a guest, incl. account-selection designs and communication,‘Delayed Account Creation’, social media accounts, password rules, etc.

Cart & Checkout

Customer & Address Information

Cart & Checkout

Customer & Address Information

12 Guidelines, 58 Pages

How to handle the form fields for all personal user data, incl. privacy concerns, shipping addresses, billing addresses, international addresses, phone fields, address auto-detection techniques, etc.

Cart & Checkout

Gifting Flow & Features

Cart & Checkout

Gifting Flow & Features

5 Guidelines, 20 Pages

How the checkout flow and fields need to change when users gift-mark items, where and how users should be able to gift-mark items, and how the actual gifting features needs to be presented to avoid issues.

Cart & Checkout

Shipping & Store Pickup

Cart & Checkout

Shipping & Store Pickup

11 Guidelines, 50 Pages

Shipping and store pickup, incl. the shipping method UI, shipping desciptions, order cut-off times, ‘Free Shipping’ tiers, how omni-channel sites best integrate ‘Store Pickup’ and ‘Store Availability’, and more.

Cart & Checkout

Payment Flow & Methods (Incl. 3rd-Party)

Cart & Checkout

Payment Flow & Methods (Incl. 3rd-Party)

8 Guidelines, 34 Pages

The payment methods interface, how to integrate and display an array of different 3rd-party payment methods, the gift card redemption flow, charging in international currencies, and the form field for coupon codes.

Cart & Checkout

Credit Card Form

Cart & Checkout

Credit Card Form

10 Guidelines, 40 Pages

How to cause as few abandonments as possible, incl. the credit card field design, card validation logic and formatting, expiration date, security code, and cardholder name inputs, field sequence, card icons, and card type selection.

Cart & Checkout

Order Review

Cart & Checkout

Order Review

5 Guidelines, 27 Pages

How to properly design the final ‘Review’ step before a user completes an order, including ‘Place Order’ button placement, and necessary review data, along with the editing flow for those users who need to change data.

Cart & Checkout

Order Confirmation & E-Mail

Cart & Checkout

Order Confirmation & E-Mail

4 Guidelines, 21 Pages

The implementation of post-purchase confirmations, incl. the information and actions needed on the order confirmation page and order confirmation e-mail.

Cart & Checkout

Form & Page Design

Cart & Checkout

Form & Page Design

10 Guidelines, 42 Pages

How to design and position the cart link in the site-wide header and primary button thoughout the checkout, minimizing form intimidation, avoiding multicolumn layouts, using ‘Enclosed Checkout’ designs, etc.

Cart & Checkout

User Interactions & Distractions

Cart & Checkout

User Interactions & Distractions

10 Guidelines, 36 Pages

How to implement load indicators, when to provide feedback on user actions, where to avoid ‘Apply’ buttons, embedding content from 3rd parties, and much more on interactive components.

Cart & Checkout

Cross-Sells

Cart & Checkout

Cross-Sells

4 Guidelines, 19 Pages

How to thoughtfully incorporate cross-sells into a checkout flow, including the use of active vs. passive cross-selling, adapting cross-sells to user context, and pitfalls of specific placements and wording.

Cart & Checkout

Validation Errors & Data Persistence

Cart & Checkout

Validation Errors & Data Persistence

10 Guidelines, 43 Pages

Error recovery and address validation experiences, incl. how to improve users’ ability to locate errors, understand errors, and resolve errors; the ‘address validators’ that require both a special design and logic to perform well.

Cart & Checkout

Field Labels & Microcopy

Cart & Checkout

Field Labels & Microcopy

7 Guidelines, 30 Pages

How to mark optional and required fields, appropriate label positions, inline labels, optimizing microcopy and descriptions, and marking of optional and required fields.

Cart & Checkout

Field Design & Features

Cart & Checkout

Field Design & Features

8 Guidelines, 42 Pages

The proper selection and assembly of form elements, inputs, and selections, incl. choosing the right type of interface, field masking and character restrictions, drop-down and radio buttons pitfalls, and custom-designed input fields.

Cart & Checkout

Default Values & Autocompletion

Cart & Checkout

Default Values & Autocompletion

8 Guidelines, 36 Pages

Intelligent form features such as making inferred selections, prefilling form fields, browser auto-fills, and personalization of the checkout flow — smart form field features that improve checkout UX substantially.

7 × Accounts & Self-Service Topics

Accounts & Self-Service

Account Drop-Down

Accounts & Self-Service

Account Drop-Down

9 Guidelines, 54 Pages

Where to place the “Account” drop-down menu, what account features to include, how the “Account” drop-down should be structured and styled, personalization, and what “Account” drop-down implementations should be avoided.

Accounts & Self-Service

Account Dashboard

Accounts & Self-Service

Account Dashboard

5 Guidelines, 26 Pages

Providing paths to all features, highlighting recent orders, limiting ads, and using icons; dashboard designs that use a sidebar or ‘Cards’ for navigation.

Accounts & Self-Service

Account Sign In

Accounts & Self-Service

Account Sign In

6 Guidelines, 28 Pages

Account sign in, including password reset and account lockouts, “Soft” sign in, automatic sign out, sign in when accessing order tracking from an order status email, and where users should be sent after sign in.

Accounts & Self-Service

'Your Account': Addresses, Payments, & Newsletters

Accounts & Self-Service

'Your Account': Addresses, Payments, & Newsletters

13 Guidelines, 64 Pages

The credit card–updating process, setting default addresses, editing vs. adding a new address, newsletter frequency and ‘unsubscribe’ options, confirmation messages, and ‘Apply’ buttons.

Accounts & Self-Service

Orders & Order Tracking

Accounts & Self-Service

Orders & Order Tracking

13 Guidelines, 65 Pages

Order list item design, order tracking pages, third-party order tracking, how users get to order tracking, guest order tracking, order status emails, order cancellation, order receipts, and order status filters.

Accounts & Self-Service

Order Returns

Accounts & Self-Service

Order Returns

11 Guidelines, 62 Pages

Initiating, moving through, and finalizing a return online; returns costs, shipping methods, in-store returns, shipping labels, and packaging returns.

Accounts & Self-Service

Account-Wide Navigation, Structure, & Information

Accounts & Self-Service

Account-Wide Navigation, Structure, & Information

8 Guidelines, 42 Pages

How to layout and structure information and navigation, describe complex flows or features, and help users find or understand a self-service feature, and the site-wide courtesy navigation.

13 × Mobile E-Commerce Topics

Mobile E-Commerce

Mobile Homepage, Navigation, & Search

Mobile E-Commerce

Mobile Homepage, Navigation, & Search

12 Guidelines, 46 Pages

The mobile homepage, main navigation, and search, incl. how to design the main mobile navigation, creating easily scannable mobile homepage and category pages, mobile ‘no results’ pages, etc.

Mobile E-Commerce

Mobile Product Lists

Mobile E-Commerce

Mobile Product Lists

15 Guidelines, 48 Pages

Creating a balanced product list experience within the confines of a mobile screen, incl. how to design hit areas, information to include in list items, ‘Load More’ buttons, and making product list items nonselectable.

Mobile E-Commerce

Mobile Filtering & Sorting

Mobile E-Commerce

Mobile Filtering & Sorting

9 Guidelines, 27 Pages

Filtering and sorting product lists, incl. positioning and styling ‘Sort by’ and ‘Filter’ list features, sorting options to always offer, auto-submitting filters, and why not to use drop-downs for filtering options.

Mobile E-Commerce

Mobile Product Page Layouts

Mobile E-Commerce

Mobile Product Page Layouts

6 Guidelines, 19 Pages

Mobile product page layouts, incl. balancing users’ lack of screen real estate with the content-rich product page, when and how to collapse content, user reviews, primary buttons at the product page, and more.

Mobile E-Commerce

Mobile Product Descriptions, Specs, & Images

Mobile E-Commerce

Mobile Product Descriptions, Specs, & Images

13 Guidelines, 37 Pages

Having adequate secondary product information and specs, making product descriptions bite-sized and scannable, providing detailed views of the product, honoring image gestures, and more.

Mobile E-Commerce

Mobile Shopping Cart, Cost & Account

Mobile E-Commerce

Mobile Shopping Cart, Cost & Account

10 Guidelines, 28 Pages

Making the cart function as a ‘save’ feature, never showing fees and extras below the order total, always offering a ‘Guest Checkout’, how to design and sequence account selection options, and more.

Mobile E-Commerce

Mobile Checkout Information

Mobile E-Commerce

Mobile Checkout Information

15 Guidelines, 41 Pages

Showing cost and speed of all shipping methods, providing an ‘edit’ option whenever displaying user inputs, having ‘Billing Address’ = ‘Shipping Address’ as default, and more.

Mobile E-Commerce

Mobile Form Field Usability

Mobile E-Commerce

Mobile Form Field Usability

18 Guidelines, 55 Pages

Allowing both GPS detection and manual typing of location, clearing autocomplete upon refocus, never using inline labels, and providing formatting examples for all inputs with multiple formats.

Mobile E-Commerce

Touch Keyboards

Mobile E-Commerce

Touch Keyboards

5 Guidelines, 15 Pages

Disabling auto-correct where the dictionary is weak, showing appropriate keyboard layouts, honoring the ‘Next’ and ‘Previous’ button behavior, and consistently invoking keyboard layouts.

Mobile E-Commerce

Mobile Validation Errors

Mobile E-Commerce

Mobile Validation Errors

7 Guidelines, 24 Pages

Design, coding, and wording of messages, incl. providing an ‘edit’ option when displaying user input, giving helpful error messages, using front-end validation, and more.

Mobile E-Commerce

Tech Impact on Mobile UX

Mobile E-Commerce

Tech Impact on Mobile UX

9 Guidelines, 22 Pages

Technical errors and performance issues, incl. making pages and assets load fast, showing load indicators when actions are slow, avoiding blank error pages, and more.

Mobile E-Commerce

Mobile Basics

Mobile E-Commerce

Mobile Basics

15 Guidelines, 50 Pages

The fundamentals of mobile e-commerce, incl. click behavior and expectations, contextually aware sites, guiding the user, footer and help pages, and clickability and readability.

Mobile E-Commerce

Understanding Mobile

Mobile E-Commerce

Understanding Mobile

10 Guidelines, 33 Pages

Implications and fundamental differences between desktop and mobile websites, incl. content differences across platforms, rewarding clicks with adequate content, when to deviate from native form elements, and more.

B&H Photo & Electronics Corp. Logo

“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:

Personal

$60 / month $720 billed annually

Get Started

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

Small

$80 / month $960 billed annually

Get Started

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

Medium

$130 / month $1,560 billed annually

Get Started

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

Large

$250 / month $3,000 billed annually

Get Started

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 $60/mo

Return to company and enterprise plans

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 Invesment: You get this toolset and these 32,000 hours of research at an annual cost that’s around the same as you’d pay for just 10–40 hours of design, development, or consulting at an agency. Our clients find they get a significant Return on Investment if they implement just a handful of the 642 guidelines.

Lenovo Logo

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

Upgrade Option: Annual 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 once a year.

The audit provides you with a detailed yearly external review of your site’s UX performance across all 642 e-commerce UX elements, a detailed performance comparison against the current ‘State of the Art’ performances, the competitive landscape, and your past year’s performances. In addition, the audit provides you with 30–50 prioritized suggestions for UX improvements with best-practice implementation examples.

Audits are the perfect way to inform your design & development roadmap. The price is $9,700 per year, and annual audits include 1 year of complimentary access to the Medium plan — a $1,560/year discount.

Learn more about UX audits, or reach out to audit@baymard.com to hear more.


Baymard Institute’s research is already used by …

… more than 3,000 e-commerce companies, researchers, and UX designers, from 80+ countries, and includes 71% of all Fortune 500 companies within e-commerce, including:

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.

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“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!

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“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.

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“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!

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

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“These reports are fabulous. The content is exactly what our team has been looking for, and so much more! Extremely helpful, thank you!

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“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!

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“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.

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“Damn. The reports that the @Baymard folks do cost money, but they're worth it.

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“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.

Belk Logo

“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.

B&H Photo & Electronics Corp. Logo

“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.

Kohl’s Logo

“I really like the work Baymard Institute does around usability. Their articles often get my Ecom gears turning.

Lenovo Logo

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

@lowresolution

“Excellent check-out usability benchmark of the world's top 100 grossing e-commerce sites from Baymard Institute http://t.co/oIqCZ5Sb

@johnsonstevec

“This #ecommerce checkout guide is worth every penny. Highly recommended. #cro http://t.co/FPVAYDr1

T-Mobile / Deutsche Telekom AG Logo

“Thank you very much for the 7 usability audits of our country-specific sites. The audits have provided us with specific and actionable advice, allowed us to prioritize development resources , and enabled us to compare UX performance between the 7 different country-specific sites, and against State of the Art implementations. The audit itself is done really professionally and the recommendations contain actionable and insightful information.

Etsy Logo

“Thank you. This was an excellent piece of work: professional, thorough, and actionable for the team. We're very happy with the work Baymard has done for us so far, and I hope we'll have the chance to work together again on future projects.

@jbillingsley

“@OptimiseOrDie @paulrouke Best checkout resource has to be from the Baymard Institute guys: http://t.co/38LO0dG4

@dtelepathy

“Great UX report on shopping cart checkout forms/process we have used in a few audits recently. http://t.co/vkpeYOAS

ClickBank Logo

“It is immensely valuable having a thorough, independent study to help validate my work and in particular, help facilitate buy-off from stakeholders. Baymard has quickly become one of my most trusted resources for the UX/UI field.

“I am just thrilled by this study, it's helped me in the construction of my online store checkout. All points in this study make incredible sense, and I cannot help but incorporate all of these suggestions. Incredible.

Jarden Consumer Solutions Logo

“Thanks for everything. The audit was extremely useful, I think we have gained valuable insight.

Keurig Green Mountain Logo

“I have found the M-Commerce and E-Commerce reports very useful, thank you!

Nutrisystem Logo

“The recommendations in our Checkout Usability Audit were awesome - well prioritized, actionable and helped us focus on what to optimize. This audit, along with the e-Commerce Usability Reports & Benchmark Databases, are my go-to resources for thorough, insightful information. Thank you!

Epicenter Consulting Logo

“Given the tricky science of conversion rate optimization, it is great to know that you are dealing with professionals whose advice is based on solid research. It was a pleasure collaborating with the Baymard team.

Smashing Magazine Logo

“This is very, very useful! Let me check what we can do to improve the usability in the Smashing Shop.

StickerMule.com Logo

“Wow, this is great! Just reviewed it with the team. It's a huge help and we're excited to fix these issues.

Hallmark Cards, Inc. Logo

“The walkthrough today was great. The report was very, very well done and loaded with great opportunities for us to improve our business. I wanted to again express my appreciation for working with us on such a condensed time frame last month. You and your team have been amazing partners to us and we very much appreciate the work, expertise and partnership.

Carnival Cruise Lines Logo

“We like what we are reviewing from the audit - great analysis and feedback.

n11.com Logo

“We have worked with a number of third party companies before on various projects/audits, and I can certainly say that working with Baymard was not only a pleasure; but you delivered on time; to the level of depth we wanted; addressing important issues; and answering all our questions; and you did all this for a great price. A big THANK YOU on behalf of N11.

Elastic Path Logo

“Baymard’s real-user research is invaluable for ecommerce marketers. It leaves no stone unturned, and with the guideline checklists provided, you’ll be well equipped to optimize your mobile presence.

Harley-Davidson Logo

“We found the audits extremely helpful and validated a number of changes we have been wanting to make or are in the process of making, so thank again for all the great insights.

Room & Board Logo

“The Baymard reports have proven to be an invaluable resource for us. Comprehensive, pragmatic and actionable. We have redesigned our checkout process and made changes to our category pages based on usability guidelines in the reports.

@digital_darts

“The Baymard Institute have some seriously good reports on ecommerce usability, design, and best practices: http://t.co/cuxO3VwiVe

IATV Logo

“Worth every dollar. It’s well done, good looking and simply very useful.

iProspect Logo

“I love the information that you guys provide and have bought a couple of reports. Love them.

Purch Logo

“Really good rundown on all these thing. I definitely think we got a lot of value out of it, and we’re excited to get it all in and do some A/B testing on this.

RepairClinic.com Logo

“We implemented the majority of your checkout recommendations and a/b tested most of them, in every instance your recommendation provided the catalyst for us to make an improvement. Your approach and methodology has proven itself to be valuable. Now, when a new report comes out from your office we just buy it right away.

“I wanted to write you a note to tell you how much I've gotten out of the Usability Benchmark I bought this Summer. We often get asked to for help with checkout usability and I often refer people your way. Keep up the great work!

@chauhongpham

“Love Baymard's Checkout Usability Report, http://t.co/zPb64Auk. A must read for E-Comm UX teams.

John Lewis Logo

“Many thanks for presenting earlier. I have caught up with the teams and they all found your audit report really useful and are on board with the suggestions.

@DesignUXUI

“If you are a User Experience Designer and have not read this report on check out form usability, than you should http://t.co/tdw0CKjY #UX

@maxciccotosto

“designing a checkout experience? This is one of the coolest resource I've seen: http://t.co/CB1X2GTY

@aquazie

“after benchmarking checkouts for a couple of hours last week... this resource is magical http://t.co/ISKOfyGE

@userfocus

“A great resource for e-commerce checkout patterns http://t.co/izns3qFS

“I really enjoy what you guys do. I bought your guide over a year ago to help a large website I consult to improve their checkout.

Author of 'Feed A Starving Crowd' Logo

“We implemented these guidelines on a client's website and our e-commerce conversion rate increased 18.7% across the board. Most importantly out mobile conversions increased from 0.89% to 1.9% – we doubled our mobile revenue.

Kingfisher PLC Logo

“The Baymard E-commerce Usability reports have proven to be a valuable resource for UX teams within our organisation both at group and operating company level. The reports contain precise, actionable insights and recommendations which are backed up by extensive research and data. The severity and frequency ratings have helped our development teams to prioritise which areas to improve first. The most recent improvements we’ve recommended from the Ecommerce Search report have been extremely well received by senior stakeholders and have already been fed into the backlog.