“Intelligent, consumer-focused insights that are clear and actionable.”
Will Close, Director of A/B testing at Nike.com
"An eye opener. This UX audit helped validate assumptions we had and provided visibility on issues we overlooked."
Michael Tran, Sr. Business Analyst at Sony PlayStation
Read 200+ Testimonials“Intelligent, consumer-focused insights that are clear and actionable.”
Will Close, Director of A/B testing at Nike.com
Yearly snapshots of Baymard’s UX benchmarks all the way back through 2012
Return to the overview to see the latest benchmark and a list of all case studies.
Biggest changes since 2020: new performances for ‘Mobile Web’, ‘Customer Accounts’, ‘Cart & Checkout’, ‘On-Site Search’, and ‘Product Page.’
Biggest changes since 2019: an entirely new set of ‘Mobile E-Commerce’ guidelines, new performances for ‘Homepage & Category’ and ‘Product Lists & Filtering’, and the ‘Accounts & Self Service’ theme being split into ‘Customer Accounts’ and ‘Order Tracking & Returns.’
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’.
Biggest changes since 2017: new performances for ‘Homepage & Category’ and ‘Product Lists & Filtering’.
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.
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.’
Biggest changes since 2014: entirely new sets of guidelines for ‘Mobile E-Commerce’ and ‘Product Lists & Filtering’.
Biggest changes since 2013: an entirely new set ‘On-Site Search’ guidelines.
Biggest changes since 2012: an entirely new set ‘Homepage & Category’ guidelines.
The very first benchmark performed by Baymard Institute, reviewing the ‘Checkout Process.’
"An eye opener. This UX audit helped validate assumptions we had and provided visibility on issues we overlooked."
Michael Tran, Sr. Business Analyst at Sony PlayStation
Read 200+ Testimonials