Baymard says its research indicates that the average large ecommerce site can increase conversion by 35.26% through checkout redesign. This is an opportunity estimate from Baymard's research, not a guaranteed lift for a particular store. A local experiment needs a baseline, scope, and guardrail metrics.
Lift interpretation table
| Evidence | What it supports | What it does not support |
|---|---|---|
| 35.26% possible increase | Prioritizing checkout research | A promised store-level lift |
| UX benchmark findings | A defect hypothesis | Proof of local causation |
| First-party experiment | A local decision | A universal industry benchmark |
Source: Baymard UX statistics, accessed August 10, 2026.
Plan a responsible test
Choose one defect such as hidden guest checkout, unexpected cost, or excess fields. Record a pre-change baseline and define the primary metric before implementation. Add guardrails for payment failures, refunds, support contacts, average order value, and margin. Run the same test across the relevant device mix.
Report the result with sample size, period, variant, confidence approach, and any concurrent changes. Avoid attributing a movement to a redesign if pricing, traffic, inventory, or campaign mix changed at the same time.
Method and limits
Baymard combines usability research and benchmark analysis. Its opportunity statement is not an A/B test result for this site. Treat it as a reason to investigate, then rely on local evidence.
Frequently asked questions
Is a 35.26% lift a reasonable planning target?
It can be an external upper-bound hypothesis, but a planning model should use conservative local scenarios and the cost of testing.
What should be fixed first?
Start with defects that block completion, create unexpected cost, or make a required choice hard to find.
Related Research
An evidence-first growth assistant can keep test hypotheses, SEO improvements, and next actions visible each day.
Sources
- Baymard Institute, UX Statistics, accessed August 10, 2026: https://baymard.com/learn/ux-statistics
- Baymard Institute, Checkout UX Best Practices 2025, updated November 25, 2025: https://baymard.com/blog/current-state-of-checkout-ux