Nielsen Norman group Ecommerce User Experience
Nielsen Norman group Ecommerce User Experience
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Nielsen Norman group Ecommerce User Experience



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Improving the usability of your ecommerce site builds a competitive advantage – today’s consumers are not satisfied with sites that simply allow them to shop. These reports outline detailed recommendations for improving the online shopping experience.

This series includes 13 reports on specific topics and presents 837 design guidelines based on our usability research. Discussions and more than 1500 screenshot illustrations supplement the findings.

  • Vol. 01: Ecommerce User Behavior and Executive Summary for the Series
    Get insights into people’s online shopping behavior. This 108-page report presents the key usability findings that all ecommerce organizations should know.
  • Vol. 02: Homepages, Category Pages, Listing Pages, and Product Comparisons
    Ecommerce usability research featuring 69 guidelines for gaining customer interest and encouraging them to browse your offerings.
  • Vol. 03: Product Pages
    Give ecommerce customers the product information they want, at the right time, and at the appropriate level of detail. Get 85 guidelines for producing engaging product pages.
  • Vol. 04: Shopping Carts, Checkout and Registration
    Increase ecommerce transactions; 80 guidelines for creating a smooth checkout experience.
  • Vol. 05: Search
    Most ecommerce customers go directly to a site’s search tool to find products. Get 80 tips for designing search to increase profitability.
  • Vol. 06: Customer Service
    Good ecommerce customer service leads to more loyal customers. Get 50 tips for designing websites that support customers when they need it.
  • Vol. 07: Selling Strategies
    Users expect ecommerce websites to anticipate and meet their needs throughout the entire online sales process. Get 85 guidelines for improving your ecommerce marketing, merchandising and selling techniques.
  • Vol. 08: Wishlists, Gift Cards, and Gift Giving
    Gift-giving features can introduce new customer to your ecommerce site. Get 80 tips for helping shoppers create registries and redeem gift cards online.
  • Vol. 09: Trust and Credibility
    Trust is hard to build and easy to lose on ecommerce websites. Get 50 guidelines for helping visitors feel confident enough in your organization to take desirable actions.
  • Vol. 10: International Purchasers
    Discover the nuances of selling to customers in different countries. Get 57 tips for appealing to a global audience.
  • Vol. 11: Store Finders and Locators
    Get people to your stores by making yourself easy to find. Get 56 tips for designing locators on desktop and mobile websites and applications.
  • Vol. 12: Transactional Email and Confirmation Messages
    Reduce customer service costs with well-written automated email messages. 112 design guidelines for improving customer satisfaction while saving you money.
  • Vol. 13: Ecommerce User Research Methodology
    Get inspiration for conducting your own studies. Learn how we collected the data so you can apply the suggestions appropriately.





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