Booking.com’s E-Commerce UX
This is a case study of Booking.com’s e-commerce user experience (UX) performance. It’s based on an exhaustive performance review of 193 design elements. 249 other sites have also been benchmarked for a complete picture of the e-commerce UX landscape.
Booking.com’s overall e-commerce UX performance is decent. This is mainly due to perfect Homepage & Main Navigation while simultaneously having poor Site-Wide Features & Design and mediocre Property & Room Detail Pages.
First benchmarked in April 2022 and reviewed once in June 2024.
Desktop Web
193 Guidelines · Performance:
Homepage & Main Navigation
9 Guidelines · Performance:
Travel "Booking" Search
46 Guidelines · Performance:
Property & Room Detail Pages
45 Guidelines · Performance:
"Booking" Checkout Process
61 Guidelines · Performance:
Customer Accounts
18 Guidelines · Performance:
Site-Wide Features & Design
14 Guidelines · Performance:
Mobile Web
197 Guidelines · Performance:
Mobile Homepage & Main Navigation
9 Guidelines · Performance:
Mobile Travel "Booking" Search
44 Guidelines · Performance:
Mobile Property & Room Detail Pages
42 Guidelines · Performance:
Mobile "Booking" Checkout Process
66 Guidelines · Performance:
Mobile Customer Accounts
14 Guidelines · Performance:
Mobile Site-Wide Features & Design
22 Guidelines · Performance:
To learn how we calculate our performance scores and read up on our evaluation criteria and scoring algorithm head over to our Methodology page.
The scatterplot you see above is the free version we make public to all our users. If you wish to dive deeper and learn about each guideline and even review your own site you’ll need to get premium access.
Booking.com’s Desktop Web E-Commerce Design
18 pages of Booking.com’s e-commerce site, marked up with 151 best practice examples:
Booking.com’s Mobile Web E-Commerce Design
17 pages of Booking.com’s e-commerce site, marked up with 157 best practice examples:
Explore Other Research Content
Every week, we publish a new article on how to build “state of the art” e-commerce experiences — here’s 5 popular ones:
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PDP UX: Core Product Content Is Overlooked in ‘Horizontal Tabs’ Layouts (Yet 28% of Sites Have This Layout)
Form Field Usability: Avoid Extensive Multicolumn Layouts (16% Make This Form Usability Mistake)
Form Usability: Getting ‘Address Line 2’ Right
See all 389 articles in the full public archive.