The Current State of Homepage UX – 8 Common Pitfalls
Therefore, it’s critical that the homepage makes it clear to users — new as well as repeat — how to pursue the three primary product-finding paths: category navigation, search, and curated paths (wizards, inspiration, new arrivals, etc.).
Our late-2020 Homepage & Category benchmark contains 10,900+ Homepage and Category elements that have been manually reviewed and scored by Baymard’s team of UX researchers, with an additional 3,100 best- and worst-practice examples from the 60 top-grossing e-commerce sites in the US and Europe (performance verified).
In this article we’ll analyze a portion of this dataset to provide you with the current state of the e-commerce Homepage UX, and outline 8 common design pitfalls and strategic oversights applicable to most e-commerce sites.
For this analysis we’ve summarized the 6,100+ Homepage usability performance scores and plotted the 60 benchmarked sites across these in the scatterplot above. Each dot, therefore, represents the summarized UX score of one site across each of the 17 guidelines within the Homepage experience. The top row is the total Homepage UX performance.
