Misquoted Confidence: medium
Primary source found, but the way it is quoted changes the subject, metric, population or precision.
Safe rephrasing
Baymard estimates the average large e-commerce site could potentially raise its conversion rate by about 35% by fixing checkout usability issues; it is a modeled potential, not a guaranteed result.
What the source says
The average site has 32 unique improvements to perform in their checkout flow, to gain the 35% increase in conversion rate our combined usability test sessions show that the average large-scale e-commerce site can potentially improve through better Checkout UX.
Baymard Institute — Cart & Checkout Usability Research
- Commonly cited as
- "Fixing checkout UX lifts conversions 35.26%"
- True origin
- Baymard Institute — Cart & Checkout Usability Research
- Type
- Stat check: A widely repeated statistic traced back to its origin.
- Year
- Rolling research page
- Data as of
- Page read 2026-10-17
- Last checked
- Method & sample
- Baymard's estimate from its combined checkout usability testing and benchmarks of large e-commerce sites.
- Drift between quote and source
- Metric: a modeled potential uplift for the average large-scale site, estimated from usability testing, cited as a measured result
- Precision: the page gives 35%; the 35.26% decimal is not on the current page
- Interest
- Baymard sells checkout-UX research and audits.