E-Commerce UX Training

5 full-day workshops of in-person training with tangible results

Get the insights required for creating a state-of-the-art e-commerce user experience by attending Baymard Institute’s 5 full-day UX training workshops.

Christian Holst, research director at the Baymard Institute, will share the findings from Baymard’s 28,000 hours of large-scale e-commerce UX research, and experience working with clients like Etsy, Office Depot, Sears, Nike, John Lewis, Carnival, T-Mobile, Overstock, North Face, etc.

There are 5 different topics for each of the 5 individual workshop days, covering the full e-commerce experience: Homepage & Category Navigation, On-Site Search, Product Pages, Checkout, and Mobile E-Commerce.

The UX training will be “hands-on” with you working on applying all the research insights to your own site (or a client’s) – giving you tangible design changes to bring back home.

Passing an optional set of exams will also earn you a UX certification: ‘Certified E-Commerce UX Professional by Baymard Institute’.

Sears Canada Logo

“A great, informative and impactful weeklong workshop with Baymard. We left with many actionable insights into how to improve overall user experience on our site. Our team now feels confident in their ability to identify and solve issues on their own.

E-Commerce UX Optimization Training

In the 5 workshop days we will work through all core aspects of e-commerce UX. User experience and conversion optimization within e-commerce is no longer just about “3-5 big fixes”, but often requires about 30-100 smaller changes to get the overall UX design and flow just right. In fact, our research has identified 550+ specific site elements and interactions that impact the e-commerce user experience.

Note that at these workshops we will not work with “fun ideas & inspiration found at various places on the internet” but only work with verified design patterns that have consistently shown to perform well during years of usability testing of the world’s leading e-commerce sites.

The 5 UX Training Topics & Workshop Days

The 5 different workshop topics each represent a core pillar of the user’s online shopping experience. It’s up to you if you want to participate in just some or all 5 workshop days:

  1. Homepage & Category Navigation (Day 1): design of the homepage, the main navigation, drop-down menus, category and sub-category pages, the overall site taxonomy, site-wide navigation, product listing pages, filtering and sorting tools, list item design, etc. (see the full topic list)
  2. On-Site Search Experience (Day 2): how users construct product-related search queries, the type of search queries supported by the search engine, how product data is searched, predictive autocomplete suggestions, user guidance on partial matches, “No results” pages, search result layouts and features, faceted search logic, etc. (see the full topic list)
  3. Product Pages (Day 3): the design and usability of product page layouts, product descriptions, product variations, image gallery UIs, product image types, the “Add to Cart” button and its logic, customer reviews, cross- and up-sells, cross-navigation, etc. (see the full topic list)
  4. Checkout Process (Day 4): the entire checkout flow, including the shopping cart, account creation, guest checkout, all form fields, field descriptions and labels, shipping methods, 3rd party payment methods, credit card fields, error messages, order reviews, accordion checkouts, number of steps and their sequence, etc. (see the full topic list)
  5. Mobile E-Commerce (Day 5): how to design a user-friendly mobile e-commerce experience, mobile-specific limitations and optimizations, main navigation design for mobile, requirements for mobile product listing designs, product details pages, cart, checkout flow, landscape mode, responsive site deviations from desktop, etc. (see the full topic list)

Attending any of the 5 workshop days also includes a ‘Full Access’ license to each of Baymard’s corresponding research studies (priced at $200-$250/each), as we’ll use these studies as part of the course material. (If opting for all 5 days this translates to a $1,050 discount on study purchases.)

3 Logo

“Thank you for a great workshop with good insights and points of action for checkouts. Looking forward to follow your research going forward

A ‘Hands-On Approach’ to Learning

The research findings presented throughout each workshop day are mixed with a “Hands-On Approach”. Each day you will work on applying all of the UX principles to your own site (or a client’s). This “Hands-On Approach” provides you with several benefits:

  • Learning by Doing – You will work with Baymard’s researchers to apply the UX research findings to your specific site and context.
  • Tangible Results to Bring Home – At the end of each day you will have a list of optimizations (and possibly even wireframes) for new e-commerce UX designs and flows to bring back and share with your team.
  • Solving Your Real-World Challenges Rather than Thought-Up Issues – By applying the research findings to your site, implementation-specific challenges will be surfaced throughout the workshop, where Baymard’s team of researchers can help with answers and insights (instead of you being stuck at home).

Because of this “Hands-On Approach” the seats for each workshop day is limited to just 30 attendees.

There won’t be just 1 workshop teacher available for the entire workshop day, either. There will be 2-3 senior Baymard UX researchers available each day (at least 1 per 10 attendees). This ensures you get as much direct feedback as possible from Baymard on your new site changes.

Note: If you don’t have your own or a client site to work on we’ll provide a leading e-commerce site to use.

Become a ‘Certified E-Commerce UX Professional’ (Optional)

All attendees participating in our UX training can take an optional exam for each of the 5 topics. After passing the exams for all 5 topics you will earn the degree of “Certified E-Commerce UX Professional by Baymard Institute”.

Certified UX professionals also get a profile page on Baymard Institute’s public website list that validate and expose your e-commerce UX expertise to existing and potential clients, partners, and employers.

Note: the exam, certification, and profile page are all optional.

The exams must be completed online within 28 days of participating in a workshop. There’s a $60 exam fee per topic to cover the time spent by the examiner, issuing certificates, and managing online profile listings. One re-exam within 7 days is allowed per workshop attendance.

Book Your Seat Today

1. Choose Location:

2. Choose Workshops:

3. Order Summary:

Note: All the workshop days also include a complimentary ‘Full Access’ license to each of Baymard’s corresponding research studies (priced at $200-$250/each), as we’ll use these studies as part of the course material. If opting for all 5 days this translates to report savings of $1,050.

Detailed Pricing Table / Multi-Person Discount / Terms & Conditions

Locations & Dates

Baymard’s UX training workshops are available January - March 2018. For most there will be a location no more than a 1-3 hour flight away:

We also offer in-house UX training workshops held at your company offices (anywhere in the world), only for your team, and at a date that suits you. In-house workshops are good if you want something private, and are cheaper than public workshops if at least 5 employees will attend.

‘Convince Your Boss’ PDF

You can download “E-Commerce UX Training Workshops by Baymard Institute” as a PDF file – it contains the full description of the UX training workshops, the topics, certification, costs, etc. It’s handy for passing around if you need to get internal approval to attend.

Baymard Institute’s Research is Used by:

Baymard’s research is 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:

Sears Canada Logo

“A great, informative and impactful weeklong workshop with Baymard. We left with many actionable insights into how to improve overall user experience on our site. Our team now feels confident in their ability to identify and solve issues on their own.

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.

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 compliments our other existing research tools.

Apptus Logo

“We've been consuming the Baymard Institute reports for a while but the in-house workshop was really the thing that connected all the dots around ecommerce UX together for us. Now our entire team has a common base of understanding, a language, and clear quantified evidence of the importance of common UX guidelines and pitfalls. Reading a report is one thing but actually forcing yourself to apply findings on a real world case was the greatest takeaway from the workshop. UX is often an tricky science subject to a lot of emotional bias and gut feeling. Not so much anymore.

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.

3 Logo

“Thank you for a great workshop with good insights and points of action for checkouts. Looking forward to follow your research going forward

Office Depot Logo

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

Columbia Sportswear Logo

“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. The videos really are an added plus for those who could not make the live presentation and for our continual review between cross functions.

Author of 'Don't Make Me Think' Logo

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

Overstock Inc. Logo

“Thanks again for the great work on our checkout project. Our whole group found it incredibly insightful. We’re applying the suggestions you provided to our new checkout design which launches at the end of the month! One of my colleagues was also interested in your group’s competitive expertise with regard to responsive web and native apps.

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.

S3 Stores Logo

“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!

Smashing Magazine Logo

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

Kohl’s Logo

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

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.

Hallmark Logo

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

Lenovo Logo

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


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


“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.


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

Answers.com Logo

“It's a very useful study.


“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!


“Does your #ecommerce site suffer from the usability problems Baymard Institute's study uncovered? http://t.co/QTx4U5NrWl RT @boxuk

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.

Sports Authority Logo

“Thank you for all the value delivered ahead of our new fiscal years. Your insights not only provided a definitive foundation for our UX roadmap but completely sold our executive team on the value of expert usability insights. Your service paid for itself in a matter of days and ensured all critical gaps will be filled ahead of us running the audit again next year.

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.

RepairClinic.com Logo

“Within a very short time Baymard Institute provided 15 clear, useful improvement suggestions for our checkout process. We intend to implement all of them. It’s easy to find companies that offer website improvement suggestions. But, most companies don’t do their homework and don’t provide specific examples of how best to make the improvements. With Baymard Institute, the checkout process suggestions they made were intuitive, specific, and actionable. I highly recommend their audit service.

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.


“Big recommendation from @waligorski: I REALLY recommend the BI report. http://t.co/xw6LXkm5iP - best 150$ spent. (cc @baymard) #ecomchat

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.


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


“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.


“Just read through all 144 pages of the @Baymard E-Commerce checkout usability report. Amazing stuff, very helpful. http://t.co/tPcbHKFm

“I just purchased your E-Commerce Checkout Usability guide today and it is fantastic. I will certainly be recommending it to my friends in the E-Commerce industry [...]

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!


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


“Usability research: 'E-Commerce Checkout Usability. Exploring the user's checkout experience' Great! http://bit.ly/gu9MlU (baymard.com)


“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


“Geeking Out: “E-Commerce Checkout Usability” by Baymard Institute… I loves me some UX insights—http://t.co/GXxos8K3Nt | @Baymard


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


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


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


“Some really good information about UX and shopping cart systems http://t.co/SnqlZwyu

“I've already made good use of your study. I found it to be well done, well structured [..] So thanks a lot!

“I must say that I have enjoyed reading your checkout study. It has some great tips which we will be applying to our own business.

“Great piece of work! I have referred to it dozens of times in the last few weeks as we're building a new cart.

“I like your checklist very much it helped very well in optimization projects.

“Every 10 years or so comes a report on usability for e-commerce sites that is really worth buying.

“The purchase price of this guide is absolutely nothing compared to the benefits you'll get!

“We purchased your wonderful e-commerce usability report and it is in fact very useful to our current work and research.

“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.

“Best checkout report I've read to date.

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.

See all 67 testimonials

Close overlay