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...

Baymard Institute
Baymard Institute
Blog Post
  • During our mobile e-commerce usability testing, users would often accidentally “click” items on the page — typically when they were using their finger for reading assistance, adjusting their grip on the phone, or when intending to scroll (or had just scrolled). Now, sometimes those accidental “clicks” throughout the webpage didn’t matter because the user didn’t happen to hit any buttons or link...

Baymard Institute
Baymard Institute
Blog Post
  • Typing a 15-16 long string of numbers without a single error can be challenging for most users – yet, it’s what all users have to do during the checkout flow as they reach the ‘Credit Card Number’ form field. During our large-scale checkout usability study we observed that a large sub-group of users struggle with correctly typing their 15-16 digit credit card number, and subsequently struggle with...

Baymard Institute
Baymard Institute
Blog Post
  • At Baymard, 2016 was all about the new checkout study and the benchmark redesigns. 2017 will bring new benchmark updates and a new Product Details Page usability study. During 2016 we’ve published a completely updated checkout usability study based on 7 years worth of full-time checkout testing and analysis. Since testing checkouts was how we founded Baymard Institute nearly 8 years ago, it’s n...

Baymard Institute
Baymard Institute
Blog Post
  • Typing information in form fields is generally one of users’ least favorite parts of online shopping. While we can’t avoid requiring some information from users during the checkout flow, we should seize every opportunity to minimize the amount of typing required. One such opportunity is to auto-detect both “City” and “State” (or “Region”) based on the ZIP / postal code the user has typed. “Okay...

Baymard Institute
Baymard Institute
Blog Post
  • When benchmarking checkout flows for the first time back in 2012, we found that 14% of the top 100 US e-commerce sites used an accordion-style checkout. Accordion-style checkouts have been an ever increasing trend since then, and in 2016 we’ve found that 32% of checkout flows are accordion-style. In accordion-style checkout flows, the just-completed step collapses and the new step expands – hen...

Baymard Institute
Baymard Institute
Blog Post
  • In our latest checkout usability study we’ve found that the average checkout contains 14.88 form fields. Yet our checkout usability testing also reveals that most sites can achieve a 20-60% reduction in the number of form fields displayed by default. In short: the average checkout display twice as many form fields as needed. At the same time, we’ve documented that 27% of users have abandoned o...

Baymard Institute
Baymard Institute
Blog Post
  • When users create an account, they need to set a password. While security is important, during our latest large-scale checkout usability study we also observe that strict password rules can cause an 18.75% checkout abandonment rate among existing account users as they try to sign in. Hence, overly strict password rules can be a key roadblock to the checkout completion rate, particularly for sites...

Baymard Institute
Baymard Institute
Blog Post
  • During our two-year long usability test study on how users navigate e-commerce sites, we’ve verified that having a category navigation that uses a hover-based drop-down menu (aka a “Mega Drop-Down”) can provide major usability benefits. In fact, using a hover-based drop-down menu for the category navigation has become a web-convention among e-commerce sites. Our benchmark of Homepage & Category N...

Baymard Institute
Baymard Institute
Blog Post
  • After usability testing 19 leading e-commerce sites and subsequently benchmarking 50 major e-commerce sites (twice) on Homepage & Category UX performance, and finally analyzing the 7,900+ manually reviewed UX parameters in that benchmark database, we find that: The average e-commerce site has an overall good Homepage & Category User Experience, with the average UX performance having increase...

Baymard Institute
Baymard Institute
Blog Post
  • Today we’re launching version 2.0 of our Homepage & Category Usability study, based on a new round of usability benchmarking of the top 50 grossing US e-commerce sites. This benchmark has been conducted twice, first in October 2013 and then again for this most recent 2017 version 2.0 of the study. The combined Homepage & Category benchmark database now contains 7,900 navigation elements manuall...

Baymard Institute
Baymard Institute
Blog Post
  • Users at Macy’s will have a difficult time assessing when they might receive their order, as they’ll simply have to guess Macy’s processing times as well as account for holidays and weekends to convert the transit business days into an estimated date of delivery. When it comes to shipping, our checkout usability study shows that what users really care about is not “shipping speed” but rather th...

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