UX Benchmarks: 2012–Today

Yearly snapshots of Baymard’s UX benchmarks from 2012 all the way up to 2020

Return to the overview to see the latest benchmark and a list of all case studies.

E-Commerce Performances anno 2020

The current version of the benchmark — biggest changes since 2019: an entirely new set of ‘Mobile E-Commerce’ guidelines, and the ‘Accounts & Self Service’ theme being split into ‘Customer Accounts’ and ‘Order Tracking & Returns.’

Poor
Mediocre
Acceptable
Decent
Good

Overall UX Performance

705 Guidelines

Homepage & Category

64 Guidelines

Homepage

15 Guidelines

Category Taxonomy

15 Guidelines

Main Navigation

16 Guidelines

Intermediary Category Pages

6 Guidelines

Site-Wide Layout

12 Guidelines

On-Site Search

50 Guidelines

Search Query Types

12 Guidelines

Search Form & Logic

10 Guidelines

Search Autocomplete

8 Guidelines

Results Logic & Guidance

8 Guidelines

Results Layout & Filtering

12 Guidelines

Product Lists & Filtering

95 Guidelines

List Layout

7 Guidelines

Loading Products

6 Guidelines

List Items: Product Info & Thumbnails

20 Guidelines

List Items: Product Info

11 Guidelines

List Items: Product Thumbnails

9 Guidelines

List Items: Interface & Hit Areas

11 Guidelines

Filtering: Available Filters

10 Guidelines

Filtering: Scope & Logic

14 Guidelines

Filtering: Interface & Layout

11 Guidelines

Sorting

11 Guidelines

Comparison Tool

5 Guidelines

Product Page

95 Guidelines

Product Page Layout

10 Guidelines

Product Images

11 Guidelines

Image Gallery UI

12 Guidelines

The 'Buy' Section

9 Guidelines

Shipping, Returns, and Gifting

7 Guidelines

Product Variations

9 Guidelines

Product Descriptions

10 Guidelines

Specifications Sheet

5 Guidelines

User Reviews

13 Guidelines

Cross-Sells & Cross-Navigation

9 Guidelines

Cart & Checkout

131 Guidelines

Shopping Cart & "Added to Cart" Behavior

10 Guidelines

Account Selection & Creation

9 Guidelines

Customer & Address Information

12 Guidelines

Gifting Flow & Features

5 Guidelines

Shipping & Store Pickup

11 Guidelines

Payment Flow & Methods (Incl. Third-Party)

8 Guidelines

Credit Card Form

10 Guidelines

Order Review

5 Guidelines

Order Confirmation & E-Mail

4 Guidelines

Form & Page Design

10 Guidelines

User Interactions & Distractions

10 Guidelines

Cross-Sells

4 Guidelines

Validation Errors & Data Persistence

10 Guidelines

Field Labels & Microcopy

7 Guidelines

Field Design & Features

8 Guidelines

Default Values & Autocompletion

8 Guidelines

Customer Accounts

40 Guidelines

Account Drop-Down

7 Guidelines

Account Dashboard

6 Guidelines

Account Sign In

6 Guidelines

'Your Account': Addresses, Payments, & Newsletters

13 Guidelines

Account-Wide Navigation, Structure, & Information

8 Guidelines

Order Tracking & Returns

25 Guidelines

Orders & Order Tracking

14 Guidelines

Order Returns

11 Guidelines

Mobile E-Commerce

205 Guidelines

Mobile Homepage

8 Guidelines

Main Navigation & Categories

21 Guidelines

Main Navigation

6 Guidelines

Category Taxonomy

10 Guidelines

Category Pages

5 Guidelines

Mobile On-Site Search

23 Guidelines

Autocomplete

7 Guidelines

Query Types

8 Guidelines

Design & Logic

8 Guidelines

Product List

43 Guidelines

Mobile Product List Layout & Features

18 Guidelines

Mobile Filtering

7 Guidelines

Mobile List Item Content

18 Guidelines

Mobile Product Pages

19 Guidelines

Mobile Checkout

47 Guidelines

Shopping Cart

4 Guidelines

Account Selection & Creation

7 Guidelines

User Info

7 Guidelines

Payment

12 Guidelines

Shipping & Store Pickup

6 Guidelines

Order Review & Confirmation

9 Guidelines

Layout & Features

2 Guidelines

Mobile Forms

25 Guidelines

Form Fields

10 Guidelines

Field Validation

8 Guidelines

Input Optimization

7 Guidelines

Mobile Site-Wide Features & Elements

19 Guidelines

60 Major E-Commerce Sites anno 2020
What’s This?

E-Commerce Performances anno 2019

Biggest changes since 2018: an entirely new set of ‘Accounts & Self-Service’ guidelines, and new performances for ‘Cart & Checkout’, ‘On-Site Search’, and ‘Product Page’.

Poor
Mediocre
Acceptable
Decent
Good

Overall UX Performance

610 Guidelines

Homepage & Category

64 Guidelines

Homepage

15 Guidelines

Category Taxonomy

15 Guidelines

Main Navigation

16 Guidelines

Intermediary Category Pages

6 Guidelines

Site-Wide Layout

12 Guidelines

On-Site Search

50 Guidelines

Search Query Types

12 Guidelines

Search Form & Logic

10 Guidelines

Search Autocomplete

8 Guidelines

Results Logic & Guidance

8 Guidelines

Results Layout & Filtering

12 Guidelines

Product Lists & Filtering

95 Guidelines

List Layout

7 Guidelines

Loading Products

6 Guidelines

List Items: Product Info & Thumbnails

20 Guidelines

List Items: Product Info

11 Guidelines

List Items: Product Thumbnails

9 Guidelines

List Items: Interface & Hit Areas

11 Guidelines

Filtering: Available Filters

10 Guidelines

Filtering: Scope & Logic

14 Guidelines

Filtering: Interface & Layout

11 Guidelines

Sorting

11 Guidelines

Comparison Tool

5 Guidelines

Product Page

95 Guidelines

Product Page Layout

10 Guidelines

Product Images

11 Guidelines

Image Gallery UI

12 Guidelines

The 'Buy' Section

9 Guidelines

Shipping, Returns, and Gifting

7 Guidelines

Product Variations

9 Guidelines

Product Descriptions

10 Guidelines

Specifications Sheet

5 Guidelines

User Reviews

13 Guidelines

Cross-Sells & Cross-Navigation

9 Guidelines

Cart & Checkout

131 Guidelines

Shopping Cart & “Added to Cart” Behavior

10 Guidelines

Account Selection & Creation

9 Guidelines

Customer & Address Information

12 Guidelines

Gifting Flow & Features

5 Guidelines

Shipping & Store Pickup

11 Guidelines

Payment Flow & Methods (Incl. Third-Party)

8 Guidelines

Credit Card Form

10 Guidelines

Order Review

5 Guidelines

Order Confirmation & E-Mail

4 Guidelines

Form & Page Design

10 Guidelines

User Interactions & Distractions

10 Guidelines

Cross-Sells

4 Guidelines

Validation Errors & Data Persistence

10 Guidelines

Field Labels & Microcopy

7 Guidelines

Field Design & Features

8 Guidelines

Default Values & Autocompletion

8 Guidelines

Accounts & Self-Service

65 Guidelines

Account Drop-Down

7 Guidelines

Account Dashboard

6 Guidelines

Account Sign In

6 Guidelines

'Your Account': Addresses, Payments, & Newsletters

13 Guidelines

Orders & Order Tracking

14 Guidelines

Order Returns

11 Guidelines

Account-Wide Navigation, Structure, & Information

8 Guidelines

Mobile E-Commerce

110 Guidelines

Mobile Homepage, Navigation, & Search

12 Guidelines

Mobile Product Lists

15 Guidelines

Mobile Filtering & Sorting

9 Guidelines

Mobile Product Page Layouts

6 Guidelines

Mobile Product Descriptions, Specs, & Images

13 Guidelines

Mobile Shopping Cart, Cost & Account

10 Guidelines

Mobile Checkout Information

15 Guidelines

Mobile Form Field Usability

18 Guidelines

Touch Keyboards

5 Guidelines

Mobile Validation Errors

7 Guidelines

60 Major E-Commerce Sites anno 2019
What’s This?

E-Commerce Performances anno 2018

Biggest changes since 2017: new performances for ‘Homepage & Category’ and ‘Product Lists & Filtering’.

Poor
Mediocre
Acceptable
Decent
Good

Overall UX Performance

545 Guidelines

Homepage & Category

64 Guidelines

Homepage

15 Guidelines

Category Taxonomy

15 Guidelines

Main Navigation

16 Guidelines

Intermediary Category Pages

6 Guidelines

Site-Wide Layout

12 Guidelines

On-Site Search

50 Guidelines

Search Query Types

12 Guidelines

Search Form & Logic

10 Guidelines

Search Autocomplete

8 Guidelines

Results Logic & Guidance

8 Guidelines

Results Layout & Filtering

12 Guidelines

Product Lists & Filtering

95 Guidelines

List Layout

7 Guidelines

Loading Products

6 Guidelines

List Items: Product Info & Thumbnails

20 Guidelines

List Items: Product Info

11 Guidelines

List Items: Product Thumbnails

9 Guidelines

List Items: Interface & Hit Areas

11 Guidelines

Filtering: Available Filters

10 Guidelines

Filtering: Scope & Logic

14 Guidelines

Filtering: Interface & Layout

11 Guidelines

Sorting

11 Guidelines

Comparison Tool

5 Guidelines

Product Page

95 Guidelines

Product Page Layout

10 Guidelines

Product Images

11 Guidelines

Image Gallery UI

12 Guidelines

The 'Buy' Section

9 Guidelines

Shipping, Returns, and Gifting

7 Guidelines

Product Variations

9 Guidelines

Product Descriptions

10 Guidelines

Specifications Sheet

5 Guidelines

User Reviews

13 Guidelines

Cross-Sells & Cross-Navigation

9 Guidelines

Cart & Checkout

131 Guidelines

Shopping Cart & “Added to Cart” Behavior

10 Guidelines

Account Selection & Creation

9 Guidelines

Customer & Address Information

12 Guidelines

Gifting Flow & Features

5 Guidelines

Shipping & Store Pickup

11 Guidelines

Payment Flow & Methods (Incl. Third-Party)

8 Guidelines

Credit Card Form

10 Guidelines

Order Review

5 Guidelines

Order Confirmation & E-Mail

4 Guidelines

Form & Page Design

10 Guidelines

User Interactions & Distractions

10 Guidelines

Cross-Sells

4 Guidelines

Validation Errors & Data Persistence

10 Guidelines

Field Labels & Microcopy

7 Guidelines

Field Design & Features

8 Guidelines

Default Values & Autocompletion

8 Guidelines

Mobile E-Commerce

110 Guidelines

Mobile Homepage, Navigation, & Search

12 Guidelines

Mobile Product Lists

15 Guidelines

Mobile Filtering & Sorting

9 Guidelines

Mobile Product Page Layouts

6 Guidelines

Mobile Product Descriptions, Specs, & Images

13 Guidelines

Mobile Shopping Cart, Cost & Account

10 Guidelines

Mobile Checkout Information

15 Guidelines

Mobile Form Field Usability

18 Guidelines

Touch Keyboards

5 Guidelines

Mobile Validation Errors

7 Guidelines

60 Major E-Commerce Sites anno 2018
What’s This?

E-Commerce Performances anno 2017

Biggest changes since 2016: with an entirely new set of ‘Product Details Page’ guidelines, the full e-commerce experience is now covered, enabling ‘Overall UX Performance’ evaluations. New performances for ‘On-Site Search’ were also added.

Poor
Mediocre
Acceptable
Decent
Good

Overall UX Performance

545 Guidelines

Homepage & Category

64 Guidelines

Homepage

15 Guidelines

Category Taxonomy

15 Guidelines

Main Navigation

16 Guidelines

Intermediary Category Pages

6 Guidelines

Site-Wide Layout

12 Guidelines

On-Site Search

50 Guidelines

Search Query Types

12 Guidelines

Search Form & Logic

10 Guidelines

Search Autocomplete

8 Guidelines

Results Logic & Guidance

8 Guidelines

Results Layout & Filtering

12 Guidelines

Product Lists & Filtering

95 Guidelines

List Layout

7 Guidelines

Loading Products

6 Guidelines

List Items: Product Info & Thumbnails

20 Guidelines

List Items: Product Info

11 Guidelines

List Items: Product Thumbnails

9 Guidelines

List Items: Interface & Hit Areas

11 Guidelines

Filtering: Available Filters

10 Guidelines

Filtering: Scope & Logic

14 Guidelines

Filtering: Interface & Layout

11 Guidelines

Sorting

11 Guidelines

Comparison Tool

5 Guidelines

Product Page

95 Guidelines

Product Page Layout

10 Guidelines

Product Images

11 Guidelines

Image Gallery UI

12 Guidelines

The 'Buy' Section

9 Guidelines

Shipping, Returns, and Gifting

7 Guidelines

Product Variations

9 Guidelines

Product Descriptions

10 Guidelines

Specifications Sheet

5 Guidelines

User Reviews

13 Guidelines

Cross-Sells & Cross-Navigation

9 Guidelines

Cart & Checkout

131 Guidelines

Shopping Cart & “Added to Cart” Behavior

10 Guidelines

Account Selection & Creation

9 Guidelines

Customer & Address Information

12 Guidelines

Gifting Flow & Features

5 Guidelines

Shipping & Store Pickup

11 Guidelines

Payment Flow & Methods (Incl. Third-Party)

8 Guidelines

Credit Card Form

10 Guidelines

Order Review

5 Guidelines

Order Confirmation & E-Mail

4 Guidelines

Form & Page Design

10 Guidelines

User Interactions & Distractions

10 Guidelines

Cross-Sells

4 Guidelines

Validation Errors & Data Persistence

10 Guidelines

Field Labels & Microcopy

7 Guidelines

Field Design & Features

8 Guidelines

Default Values & Autocompletion

8 Guidelines

Mobile E-Commerce

110 Guidelines

Mobile Homepage, Navigation, & Search

12 Guidelines

Mobile Product Lists

15 Guidelines

Mobile Filtering & Sorting

9 Guidelines

Mobile Product Page Layouts

6 Guidelines

Mobile Product Descriptions, Specs, & Images

13 Guidelines

Mobile Shopping Cart, Cost & Account

10 Guidelines

Mobile Checkout Information

15 Guidelines

Mobile Form Field Usability

18 Guidelines

Touch Keyboards

5 Guidelines

Mobile Validation Errors

7 Guidelines

60 Major E-Commerce Sites anno 2017
What’s This?

E-Commerce Performances anno 2016

Biggest changes since 2015: 10 major European e-commerce sites were benchmarked across all themes, and an entirely new set of ‘Cart & Checkout’ guidelines were added, along with new performances ‘Homepage & Category.’

Poor
Mediocre
Acceptable
Decent
Good

Homepage & Category

61 Guidelines

Homepage

15 Guidelines

Category Taxonomy

14 Guidelines

Main Navigation

16 Guidelines

Intermediary Category Pages

6 Guidelines

Site-Wide Layout

10 Guidelines

On-Site Search

49 Guidelines

Search Query Types

12 Guidelines

Search Form & Logic

10 Guidelines

Search Autocomplete

7 Guidelines

Results Logic & Guidance

8 Guidelines

Results Layout & Filtering

12 Guidelines

Product Lists & Filtering

94 Guidelines

List Layout

7 Guidelines

Loading Products

5 Guidelines

List Items: Product Info & Thumbnails

16 Guidelines

List Items: Interface & Hit Areas

10 Guidelines

List Items: Personalization

5 Guidelines

Filtering: Available Filters

10 Guidelines

Filtering: Scope & Logic

14 Guidelines

Filtering: Interface & Layout

11 Guidelines

Sorting

11 Guidelines

Comparison Tool

5 Guidelines

Cart & Checkout

134 Guidelines

Checkout Types

3 Guidelines

Shopping Cart & “Added to Cart” Behavior

10 Guidelines

Account Selection & Creation

9 Guidelines

Customer & Address Information

12 Guidelines

Gifting Flow & Features

5 Guidelines

Shipping & Store Pickup

11 Guidelines

Payment Flow & Methods (Incl. Third-Party)

8 Guidelines

Credit Card Form

10 Guidelines

Order Review

5 Guidelines

Order Confirmation & E-Mail

4 Guidelines

Form & Page Design

10 Guidelines

User Interactions & Distractions

10 Guidelines

Cross-Sells

4 Guidelines

Validation Errors & Data Persistence

10 Guidelines

Field Labels & Microcopy

7 Guidelines

Field Design & Features

8 Guidelines

Default Values & Autocompletion

8 Guidelines

Mobile E-Commerce

144 Guidelines

Mobile Homepage, Navigation, & Search

12 Guidelines

Mobile Product Lists

15 Guidelines

Mobile Filtering & Sorting

9 Guidelines

Mobile Product Page Layouts

6 Guidelines

Mobile Product Descriptions, Specs, & Images

13 Guidelines

Mobile Shopping Cart, Cost & Account

10 Guidelines

Mobile Checkout Information

15 Guidelines

Mobile Form Field Usability

18 Guidelines

Touch Keyboards

5 Guidelines

Mobile Validation Errors

7 Guidelines

Tech Impact on Mobile UX

9 Guidelines

Mobile Basics

15 Guidelines

Understanding Mobile

10 Guidelines

60 Major E-Commerce Sites anno 2016
What’s This?

E-Commerce Performances anno 2015

Biggest changes since 2014: entirely new sets of guidelines for ‘Mobile E-Commerce’ and ‘Product Lists & Filtering’.

Poor
Mediocre
Acceptable
Decent
Good

Homepage & Category

61 Guidelines

Homepage

15 Guidelines

Category Taxonomy

14 Guidelines

Main Navigation

16 Guidelines

Intermediary Category Pages

6 Guidelines

Site-Wide Layout

10 Guidelines

On-Site Search

49 Guidelines

Search Query Types

12 Guidelines

Search Form & Logic

10 Guidelines

Search Autocomplete

7 Guidelines

Results Logic & Guidance

8 Guidelines

Results Layout & Filtering

12 Guidelines

Product Lists & Filtering

94 Guidelines

List Layout

7 Guidelines

Loading Products

5 Guidelines

List Items: Product Info & Thumbnails

16 Guidelines

List Items: Interface & Hit Areas

10 Guidelines

List Items: Personalization

5 Guidelines

Filtering: Available Filters

10 Guidelines

Filtering: Scope & Logic

14 Guidelines

Filtering: Interface & Layout

11 Guidelines

Sorting

11 Guidelines

Comparison Tool

5 Guidelines

Checkout Process

63 Guidelines

Data Input

15 Guidelines

Copywriting

8 Guidelines

Layout

15 Guidelines

Navigation

8 Guidelines

Flow

7 Guidelines

Focus

10 Guidelines

Mobile E-Commerce

144 Guidelines

Mobile Homepage, Navigation, & Search

12 Guidelines

Mobile Product Lists

15 Guidelines

Mobile Filtering & Sorting

9 Guidelines

Mobile Product Page Layouts

6 Guidelines

Mobile Product Descriptions, Specs, & Images

13 Guidelines

Mobile Shopping Cart, Cost & Account

10 Guidelines

Mobile Checkout Information

15 Guidelines

Mobile Form Field Usability

18 Guidelines

Touch Keyboards

5 Guidelines

Mobile Validation Errors

7 Guidelines

Tech Impact on Mobile UX

9 Guidelines

Mobile Basics

15 Guidelines

Understanding Mobile

10 Guidelines

50 Major E-Commerce Sites anno 2015
What’s This?

E-Commerce Performances anno 2014

Biggest changes since 2013: an entirely new set ‘On-Site Search’ guidelines.

Poor
Mediocre
Acceptable
Decent
Good

Homepage & Category

61 Guidelines

Homepage

15 Guidelines

Category Taxonomy

14 Guidelines

Main Navigation

16 Guidelines

Intermediary Category Pages

6 Guidelines

Site-Wide Layout

10 Guidelines

On-Site Search

49 Guidelines

Search Query Types

12 Guidelines

Search Form & Logic

10 Guidelines

Search Autocomplete

7 Guidelines

Results Logic & Guidance

8 Guidelines

Results Layout & Filtering

12 Guidelines

Checkout Process

63 Guidelines

Data Input

15 Guidelines

Copywriting

8 Guidelines

Layout

15 Guidelines

Navigation

8 Guidelines

Flow

7 Guidelines

Focus

10 Guidelines

49 Major E-Commerce Sites anno 2014
What’s This?

E-Commerce Performances anno 2013

Biggest changes since 2012: an entirely new set ‘Homepage & Category’ guidelines.

Poor
Mediocre
Acceptable
Decent
Good

Homepage & Category

61 Guidelines

Homepage

15 Guidelines

Category Taxonomy

14 Guidelines

Main Navigation

16 Guidelines

Intermediary Category Pages

6 Guidelines

Site-Wide Layout

10 Guidelines

Checkout Process

63 Guidelines

Data Input

15 Guidelines

Copywriting

8 Guidelines

Layout

15 Guidelines

Navigation

8 Guidelines

Flow

7 Guidelines

Focus

10 Guidelines

49 Major E-Commerce Sites anno 2013
What’s This?

E-Commerce Performances anno 2012

The very first benchmark performed by Baymard Institute, reviewing the ‘Checkout Process.’

Poor
Mediocre
Acceptable
Decent
Good

Checkout Process

63 Guidelines

Data Input

15 Guidelines

Copywriting

8 Guidelines

Layout

15 Guidelines

Navigation

8 Guidelines

Flow

7 Guidelines

Focus

10 Guidelines

46 Major E-Commerce Sites anno 2012
What’s This?