Baymard Institute – E-Commerce Product Lists & Filtering Usability

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Baymard Institute – E-Commerce Product Lists & Filtering Usability

Product Lists & Filtering Usability
Exploring the customer’s product browsing experience
An original research study by Baymard Institute
After months of user testing and research, the most in-depth usability study on e-commerce filtering, sorting and product list design is ready.
Full access to the Product Lists & Filtering Usability study includes both a 502-page report with 93 actionable guidelines, and a benchmark database with more than 4,000 UX performance scores and 3,300 implementation examples.
This research-based and pragmatic toolset will help you achieve the best possible product listing user experience and conversion rate.

Kerry McAleer-Forte, Director of User Experience Research at Sears
“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.”

Report: 93 Research Driven Guidelines for Product Lists & Filtering Perfection
This original usability study focuses on how users browse, filter and evaluate products in e-commerce search results and category pages.
A group of users age 21-56 were recruited to test 19 leading e-commerce sites across 8 different verticals. Despite testing multi-million dollar sites, more than 700 usability issues related to product lists, filtering and sorting, arose during testing. All these issues have been analyzed and distilled into 93 concise guidelines on product list usability.
From this research study you’ll learn what users expect as they interact with product lists on e-commerce sites, what typically goes wrong in the process, why it goes wrong, and exactly what changes to make to avoid these issues. In short: how to design a high-performing product list experience for your users. After all, if users can’t easily browse your product lists, they can’t easily find what they are searching for – and if they can’t find it they can’t buy it.

What you’ll get in the Homepage & Category report

• 93 research-based design guidelines divided into 6 categories.
• 139 user quotes illustrating how users think when looking for products on e-commerce sites.
• 500+ images from the test sessions for detailed insights on product finding issues and solutions.
• 17 case studies of production sites illustrating what works and what doesn’t.
• 502 print-optimized pages exploring the user’s product finding experience.

Table of contents

Introduction 18 pages

Guideline categories:

List Layout 39 pages

6 guidelines on the design and features of the overall product list layout, including grid and list layouts

Loading Products 29 pages

5 guidelines on how new items should be loaded in the product list and how many items should be displayed by default

List Items 156 pages

31 guidelines on list item information and design, product thumbnails, ‘quick views’, hover and hit areas, personalization, etc.

Filtering 166 pages

35 guidelines on which filters should be available, their interface and layout, filtering scope and logic, applied state, etc.

Sorting 51 pages

11 guidelines on the default sort type, sorting interface and scope, as well as the sort types needed

Comparison Tool 24 pages

5 guidelines on when to have a comparison feature and how to design the compare link and comparison view

Case Studies 17 reviews

Including Amazon, Target, Kohl’s, Wayfair, B&H Photo, and Sears

Checklist for all 93 guidelines 9 pages
Methodology, Authors, etc. 8 pages

 Jill McDonald, UX Architect at Room & Board
“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.”

Benchmark: Are Your Product Lists & Filters Better than Macy’s or Amazon’s?
Based on the findings from the research study we’ve benchmarked the product list, filtering and sorting implementation of 50 top grossing e-commerce sites in the US. This provides you with a comprehensive benchmark database with 215 pages reviewed, 1,100+ screenshots, and 2,200+ examples of the 93 product list usability guidelines.
The benchmark database is fully integrated with the report and comes bundled as part of the purchase, providing you with 50 case studies from the top e-commerce sites, acting as examples and inspiration on how to implement each of the 93 guidelines in the report.
Furthermore the benchmark database provides an interactive tool for you to review your own site (or your client’s) and compare it directly against the top e-commerce sites.

What You’ll Get in the Homepage & Category Benchmark

• Full unrestricted access to the benchmark database with product listing usability reviews of 50 top grossing e-commerce sites.
• 215 page designs for systematic design inspiration on a particular page type (Category Lists, Sort Tool, etc).
• An interactive review tool to rate your own product listing performance and see how it stacks up to the competition.
• 4,000+ UX performance scores providing a detailed breakdown of product list and filtering strengths, weaknesses, and common mistakes.
• 2,200+ best- and worst practice examples, illustrating how to implement the 93 product listing usability guidelines. 

 Leah Kaufman, Senior UX Research Manager at Lenovo
“Excellent tool – looking forward to using it with our other sites and prototypes as they’re developed.”

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   • Delving into the heart of the matter – quality. Acquiring the course directly from the sale page ensures that all documents and materials are identical to those obtained through conventional means. However, our differentiator lies in going beyond personal study; we take an extra step by reselling. It’s important to note that we are not the official course providers, meaning certain premium services aren’t included in our package:
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