E-Commerce Checkout Usability – Baymard Institute
E-Commerce Checkout Usability
69% of all e-commerce visitors abandon their shopping cart. Why?
Version 2.0 just released
This checkout study provides you with 7 years worth of checkout user testing and research, condensed into 134 usability guidelines.
Full access to the Checkout Usability study includes:
- Usability Report – 134 actionable design guidelines detailed in 718 pages, based on years of e-commerce usability research.
- Benchmark Database – 50 case studies, more than 6,000 checkout UX performance scores, and 5,000 categorized checkout implementation examples.
This research-based and pragmatic toolset will help you achieve the best possible checkout user experience and conversion rate.
Report: 134 Guidelines to Increase Checkout Conversion by 35.26%
This original usability study focuses on how users behave during a checkout flow, where they get stuck, and why they abandon their purchase.
The findings presented in this 718-page report, are based on two rounds of large-scale qualitative testing of e-commerce checkout processes, along with an additional large-scale eye-tracking test, and quantitative research with 6,000+ participants. Despite testing the checkout flows from 25 leading e-commerce sites, the test subjects encountered more than 2,700 usability issues in the process of going from the shopping cart to completing their order.
In fact, the combined test data documents that the average site can increase its conversion rate by 35.26% solely through better checkout design.
And these figures are based on the testing of checkout processes from leading e-commerce sites, such as Walmart, Amazon, Wayfair, Crate & Barrel, ASOS, etc.
In this report, we have distilled all 2,700+ usability issues encountered by the test subjects into 134 checkout user experience guidelines, and prioritized them by UX impact – providing you with concise design guidelines that will help you improve the performance of your checkout process.
