Baymard Institute

Baymard Institute

Category: Content
Type: Blog Article

Generated 3 weeks ago

New blog articles detected

  • Use 'Delivery Date' Not 'Shipping Speed' – From UX Research to Implementation Roadmap

    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...

Baymard Institute

Category: Content
Type: Blog Article

Generated 1 month ago

New blog articles detected

  • The 'Credit Card Number' Field Must Allow and Auto-Format Spaces (80% Don't)

    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

Category: Content
Type: Blog Article

Generated 2 months ago

New blog articles detected

  • Baymard: 2016 and 2017

    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

Category: Content
Type: Blog Article

Generated 2 months ago

New blog articles detected

  • Checkout Usability: Auto-Detect 'City' and 'State' Inputs Based on the User's Postal Code (60% of Sites Don't)

    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...

  • Usability Testing Accordion-Style Checkouts: 2 UX Pitfalls that 75% of Sites Neglect

    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...

  • The Average Checkout Flow Has 14.88 Form Fields – Twice as Many as Necessary

    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...

  • For Returning Users, Overly Strict Password Requirements Can Lead to an 18% Abandonment Rate

    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...

  • How Users Perceive Security During the Checkout Flow (Incl. New 'Trust Seal' Study)

    “People have lost everything you know, so I always check a 100 times before I purchase anything”, one of our test subject explained as she meticulously entered her credit card information. Indeed, during our past 7 years worth of large-scale checkout usability testing, we have observed that users continue to feel uneasy about sharing their payment information with e-commerce sites. In fact, our...

Baymard Institute

Category: Content
Type: Youtube Video

Generated 2 months ago

New videos detected

  • Buttons on Mobile: Re-Submitting the Same Request Twice

    Read article here: http://baymard.com/blog/users-double-click-online A short clip of a test subject that taps the "Add to Bag" button multiple times due to lack of visual feedback.

  • Mobile Form Usability: Single Inputs Split Across Multiple Fields

    Read article here: http://baymard.com/blog/mobile-form-usability-single-input-fields On Macy's the phone input is divided into three fields (three-digit area code, three-digit central office code, and four-digit subscriber number), which made the input needlessly difficult to enter.

  • Form Field Usability: Avoid Two Column Layouts

    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...

  • CAPTCHA Done Wrong (Netflix)

    Netflix.com breakes 3 usability guidelines with their CAPTCHA. You can learn more about how to do CAPTCHA's right in this blog post: http://baymard.com/blog/captcha-conversion-rate

  • Designing a new Website

    Where we explain how we designed baymard.com using the Priority Lists, Design Drafts and Finished Layout techniques. http://baymard.com/blog/video-designing-a-new-website

Baymard Institute

Category: Content
Type: Blog Article

Generated 5 months ago

New blog articles detected

  • Usability Testing of Inline Form Validation: 40% Don't Have It, 20% Get It Wrong

    The benefits of inline form validation are numerous when implemented correctly, yet 40% of sites still don’t have it, and 20% of the sites that do have flawed implementations. During our just-released checkout usability study, we time and again observed that there’s a direct correlation between how and when users are presented with form validation errors and the pace and effort with which they ...

Baymard Institute

Category: Content
Type: Blog Article

Generated 5 months ago

New blog articles detected

  • New E-Commerce Checkout Research – Why 68% of Users Abandon Their Cart

    We have now tracked the global average cart abandonment rate for 7 years. Sadly, little has improved in those years, and the average cart abandonment rate currently sits at 68.8%. Stop for a second to consider that: after having gone through the trouble of finding a product and adding it to their cart, a whopping 2 out of 3 users choose to abandon their purchase. Today we’re therefore launching...

Baymard Institute

Category: Content
Type: Blog Article

Generated 6 months ago

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