Benchmarks

75 ‘Omnichannel’ Sites Ranked by User Experience Performance

Use the interactive UX benchmark chart below to see the ranked UX performance of 75 leading Omnichannel e-commerce sites in the US and Europe. ‘Omnichannel’ is here defined as e-commerce sites that also have physical stores, and utilize this on their website, e.g. with ‘Buy Online, Pickup In-Store’ (BOPIS), store availability features, or similar. Each of the 75 Omnichannel sites has been manually rated across 866 different e-commerce UX elements, all based on Baymard’s 88,000+ hours of UX research.

This is a sub-set of the full benchmark which includes 185 e-commerce sites.

Case Studies

Click the colored dots to view in-depth case studies for each benchmarked site, or scroll down to see all case studies. You can also view the case study examples organized by type of page.

Benchmark UX Performances
Poor
Mediocre
Decent
Good
Perfect

Overall UX Performance

866 Guidelines

Desktop Web

482 Guidelines

Homepage & Category

54 Guidelines

Homepage

10 Guidelines

Category Taxonomy

9 Guidelines

Main Navigation

16 Guidelines

Intermediary Category Pages

7 Guidelines

Site-Wide Layout

12 Guidelines

On-Site Search

47 Guidelines

Search Query Types

9 Guidelines

Search Form & Logic

10 Guidelines

Search Autocomplete

8 Guidelines

Results Logic & Guidance

8 Guidelines

Results Layout & Filtering

12 Guidelines

Product Lists & Filtering

90 Guidelines

Product Lists: Layout & Loading

13 Guidelines

List Layout

8 Guidelines

Loading Products

5 Guidelines

List Items: Product Info & Thumbnails

22 Guidelines

List Items: Product Info

12 Guidelines

List Items: Product Thumbnails

10 Guidelines

List Items: Interface & Hit Areas

12 Guidelines

Filtering: Available Filters

11 Guidelines

Filtering: Scope & Logic

11 Guidelines

Filtering: Interface & Layout

11 Guidelines

Sorting

10 Guidelines

Product Page

96 Guidelines

Product Page Layout

11 Guidelines

Product Images

11 Guidelines

Image Gallery UI

12 Guidelines

Price, Purchase & Delivery

16 Guidelines

The 'Buy' Section

9 Guidelines

Shipping, Returns, and Gifting

7 Guidelines

Product Variations

9 Guidelines

Product Descriptions & Spec Sheet

15 Guidelines

Product Descriptions

10 Guidelines

Specifications Sheet

5 Guidelines

User Reviews

13 Guidelines

Cross-Sells & Cross-Navigation

9 Guidelines

Cart & Checkout

130 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 & Confirmation

9 Guidelines

Order Review

5 Guidelines

Order Confirmation & E-Mail

4 Guidelines

Layout & Flow

23 Guidelines

Form & Page Design

10 Guidelines

User Interactions & Distractions

9 Guidelines

Cross-Sells

4 Guidelines

Validation Errors & Data Persistence

10 Guidelines

Form Fields

23 Guidelines

Field Labels & Microcopy

7 Guidelines

Field Design & Features

8 Guidelines

Default Values & Autocompletion

8 Guidelines

Customer Accounts

38 Guidelines

Account Drop-Down

7 Guidelines

Account Dashboard

5 Guidelines

Account Sign In

5 Guidelines

'Your Account': Addresses, Payments, & Newsletters

13 Guidelines

Account-Wide Navigation, Structure, & Information

8 Guidelines

Order Tracking & Returns

27 Guidelines

Orders & Order Tracking

15 Guidelines

Order Returns

12 Guidelines

Mobile Web

384 Guidelines

Homepage & Category Navigation

32 Guidelines

Homepage

11 Guidelines

Category Taxonomy

10 Guidelines

Main Navigation

6 Guidelines

Intermediary Category Pages

5 Guidelines

On-Site Search

38 Guidelines

Search Query Types

9 Guidelines

Search Form & Logic

9 Guidelines

Search Autocomplete

7 Guidelines

Results Logic & Guidance

7 Guidelines

Results Layout & Filtering

6 Guidelines

Product Lists & Filtering

62 Guidelines

List Layout

8 Guidelines

Loading Products

4 Guidelines

List Items: Product Info & Thumbnails

17 Guidelines

List Items: Interface & Hit Areas

10 Guidelines

Filtering: Available Filters

9 Guidelines

Filtering: Scope & Logic

5 Guidelines

Filtering: Interface & Layout

6 Guidelines

Sorting

3 Guidelines

Product Page

93 Guidelines

Product Page Layout

5 Guidelines

Product Images

9 Guidelines

Image Gallery UI

6 Guidelines

Product Videos & 360-Views

4 Guidelines

The "Buy" Section

9 Guidelines

Shipping, Returns, and Gifting

8 Guidelines

Product Variations

9 Guidelines

Product Descriptions

7 Guidelines

Specifications Sheet

5 Guidelines

User Reviews

18 Guidelines

Auxiliary Content

4 Guidelines

Cross-Sells & Cross-Navigation

9 Guidelines

Cart & Checkout

107 Guidelines

Checkout Layout & Design

4 Guidelines

Shopping Cart & “Added to Cart” Behavior

8 Guidelines

Account Selection & Creation

9 Guidelines

Customer & Address Information

10 Guidelines

Gifting Flow & Features

5 Guidelines

Shipping & Store Pickup

9 Guidelines

Payment Flow & Methods (Incl. Third-Party)

5 Guidelines

Credit Card Form

8 Guidelines

Order Review

5 Guidelines

Order Confirmation & E-Mail

4 Guidelines

User Interactions & Distractions

4 Guidelines

Cross-Sells

3 Guidelines

Validation Errors & Data Persistence

10 Guidelines

Field Labels & Microcopy

6 Guidelines

Field Design & Input Optimization

17 Guidelines

Customer Accounts

29 Guidelines

Account Sign In & Dashboard

9 Guidelines

'Your Account': Addresses, Payments, & Newsletters

13 Guidelines

Account-Wide Navigation, Structure, & Information

7 Guidelines

Site-Wide Design & Interaction

23 Guidelines

Site-Wide Features & Navigation

14 Guidelines

Touch Interfaces

9 Guidelines

Case Studies

Deep dive into the performance and page designs of the 75 case studies.

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