Baymard Institute
Baymard Institute
Blog Post
  • (Note: Unfortunately, e-mail and RSS don’t support advanced layouts and features. If the graphics in this article look strange, you may want to read the article in your web browser.) While product descriptions may not often get as much attention or resources as product images, videos, “360-View” features, or user reviews, they are a crucial component of the product page. In fact, our large-scale...

Baymard Institute
Baymard Institute
Blog Post
  • (Note: Unfortunately, e-mail and RSS don’t support advanced layouts and features. If the graphics in this article look strange, you may want to read the article in your web browser.) Despite the ubiquity of filters in e-commerce — all of the top-50 US e-commerce sites allow users to filter product lists — our benchmarking reveals that the underlying filtering logic found at 32% of e-commerce site...

Baymard Institute
Baymard Institute
Blog Post
  • (Note: Unfortunately, e-mail and RSS don’t support advanced layouts and features. If the graphics in this article look strange, you may want to read the article in your web browser.) In usability testing we see that spec sheets on the Product Page can be immensely helpful to both users considering spec-heavy products, users with a high level of domain knowledge about a specific product type, and ...

Baymard Institute
Baymard Institute
Blog Post
  • (Note: Unfortunately, e-mail and RSS don’t support advanced layouts and features. If the graphics in this article look strange, you may want to read the article in your web browser.) Product specifications, whether they appear in a dedicated spec sheet, in a product list item, or as filters, are crucial to some users’ product-purchasing decision. Both our large-scale Product Details Page and Pro...

Baymard Institute
Baymard Institute
Blog Post
  • (Note: Unfortunately, e-mail and RSS don’t support advanced layouts and features. If the graphics in this article look strange, you may want to read the article in your web browser.) In e-commerce users should never be forced into creating an account, just to place an order — our research shows that up to 37% of users will abandon a checkout due to being forced to create an account. However, when...

Baymard Institute
Baymard Institute
Blog Post
  • (Note: Unfortunately, e-mail and RSS don’t support advanced layouts and features. If the graphics in this article look strange, you may want to read the article in your web browser.) Our large-scale checkout usability testing reveals that 16% of e-commerce sites use a CAPTCHA at some point in the checkout, or present users with one while performing account-related tasks. While CAPTCHAs may be im...

Baymard Institute
Baymard Institute
Blog Post
  • (Note: Unfortunately, e-mail and RSS don’t support advanced layouts and features. If the graphics in this article look strange, you may want to read the article in your web browser.) New Research 2017: During 2017 at Baymard Institue we’ve published a revised Homepage & Category benchmark, and a completely new study on Product Details Page UX. It interesting to see that despite how the Product D...

Baymard Institute
Baymard Institute
Blog Post
  • (Note: Unfortunately, e-mail and RSS don’t support advanced layouts and features. If the graphics in this article look strange, you may want to read the article in your web browser.) Our large-scale Checkout usability testing reveals that 14% of e-commerce sites, at some point in the checkout process, present users with what appears to be a selectable option, only to disappoint users when it...

Baymard Institute
Baymard Institute
Blog Post
  • (Note: Unfortunately, e-mail and RSS doesn’t support advanced layouts and features. If the grapics in this article look strange, you may want to read the article in your web browser.) Our large-scale Checkout usability testing reveals that 89% of users are likely to enter numerical inputs in several different ways — even when formatting examples are provided that display the site’s desired i...

Baymard Institute
Baymard Institute
Blog Post
  • (Note: Unfortunately, e-mail and RSS doesn’t support advanced layouts and features. If the grapics in this article look strange, you may want to read the article in your web browser.) Implementing a custom designed drop-down selector is often a visually attractive alternative to using the browser’s native drop-down design. In a few select cases it can even lead to a more user friendly interface....

Baymard Institute
Baymard Institute
Blog Post
  • (Note: Unfortunately, e-mail and RSS doesn’t support advanced layouts and features. If the grapics in this article look strange, you may want to read the article in your web browser.) Changing the quantity of an item in the shopping cart is seemingly a straightforward task, yet our large-scale checkout usability study found that there are several important implementation details to get right...

Baymard Institute
Baymard Institute
Blog Post
  • (Note: Unfortunately, e-mail and RSS doesn’t support advanced layouts and features. If the grapics in this article look strange, you may want to read the article in your web browser.) After benchmarking 60 major e-commerce sites on Product Page UX performance, and analyzing the 5,880 manually reviewed UX parameters, we find that: 82% of e-commerce has an overall poor-to-mediocre Produc...

Baymard Institute
Baymard Institute
YouTube Video
  • Video from web usability test sessions. The users are testing checkout processes and are having problems with form fields arranged in two columns. See this article on why it's poor usability to design form fields in multiple columns: http://baymard.com/blog/avoid-multi-column-forms Note: We've promised the test subjects full anonymity so the audio has been disabled. All data used are fake ident...

Baymard Institute
Baymard Institute
Blog Post
  • (Note: Unfortunately, e-mail and RSS doesn’t support advanced layouts and features. If the grapics in this article look strange, you may want to read the article in your web browser.) Baymard is hiring: are you (or someone you know) our new web developer or research writer? The product page is the centerpiece of users’ product-purchasing decisions, as nearly all users go through product p...

Baymard Institute
Baymard Institute
Blog Post
  • (Note: Unfortunately, e-mail and RSS doesn’t support advanced layouts and features. If the grapics in this article look strange, you may want to read the article in your web browser.) Starting today, we’re offering Baymard’s 28,000+ hours of e-commerce UX research as 1-5 days of E-Commerce UX Training workshops and certification. The UX training is available Jan-Mar 2018 in the US and Eur...

Baymard Institute
Baymard Institute
Blog Post
  • (Note: Unfortunately, e-mail and RSS doesn’t support advanced layouts and features. If the grapics in this article look strange, you may want to read the article in your web browser.) Our large-scale Product Page UX research study shows that 64% of users begin thinking of shipping costs as early as the product page, and our Checkout study shows 61% of users have abandoned orders in the last ...

Baymard Institute
Baymard Institute
Blog Post
  • (Note: Unfortunately, e-mail and RSS doesn’t support advanced layouts and features. If the grapics in this article look strange, you may want to read the article in your web browser.) In our latest large-scale usability testing of product pages, it was clear how important product reviews are to users: 95% of users relied on reviews to learn more about products. In particular, a ratings di...

Baymard Institute
Baymard Institute
Blog Post
  • (Note: Unfortunately, e-mail and RSS doesn’t support advanced layouts and features. If the grapics in this article look strange, you may want to read the article in your web browser.) During our usability testing of product pages users would sometimes stumble on products that were listed as “out of stock.” What’s clear from testing is that if users are simply told a product or product variat...

Baymard Institute
Baymard Institute
Blog Post
  • (Note: Unfortunately, e-mail and RSS doesn’t support advanced layouts and features. If the grapics in this article look strange, you may want to read the article in your web browser.) Our latest Product Page usability research revealed that users seek out a vast and varied range of information about products and their use cases when trying to determine a product’s suitability. ‘Frequently As...

Baymard Institute
Baymard Institute
Blog Post
  • (Note: Unfortunately, e-mail and RSS doesn’t support advanced layouts and features. If the grapics in this article look strange, you may want to read the article in your web browser.) During our large-scale Checkout usability test study, we found that 24% of US online shoppers abandoned orders in the last quarter because they “weren’t able to see the total order cost upfront before initiatin...

Baymard Institute
Baymard Institute
Blog Post
  • (Note: Unfortunately, e-mail and RSS doesn’t support advanced layouts and features. If the grapics in this article look strange, you may want to read the article in your web browser.) Product images are some of the most important components on the product page, as they directly influence users’ product exploration and decision process. In our latest Product Page usability study we found that...

Baymard Institute
Baymard Institute
Blog Post
  • Our testing shows that 42% of users will try to grasp the size of a product though the product page images, but without an “In Scale” image this becomes needlessly difficult and inaccurate. When users shop at brick and mortar stores, it’s easy for them to judge the scale of products they’re interested in. This immediate and intuitive grasp of a product’s physical size is easily lost when viewin...

Baymard Institute
Baymard Institute
Blog Post
  • Today we’re releasing our new Product Page Usability study providing you with the results of two years’ worth of usability testing and researching product page layouts, designs, content types, and features. Nearly all users go through a product page before making any purchase, and it’s often on the product page where users make up their mind on whether or not they want to purchase the item. Thi...

Baymard Institute
Baymard Institute
Blog Post
  • Best Buy has the entire product catalog navigation within a solitary “Products” item in the main navigation. When testing the site this needless layer in the top hierarchy caused issues for users, both due to “double-hover” navigation and by making it difficult for users to infer what type of site this was and what type of products it carried. As a result, some users even misinterpreted the site...

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