Nielsen Norman Group – E-commerce User Experience: 874 Guidelines for E-commerce Sites
Nielsen Norman Group – E-commerce User Experience: 874 Guidelines for E-commerce Sites
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The reports contain extensive guidelines for how to design e-commerce sites to make them more usable. All guidelines are based on findings from detailed usability studies of 226 e-commerce sites with users in the United States, Europe, and Asia.
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Description
E-commerce User Experience
Individual Reports
User Behavior and Executive Summary
The strategic implications of our findings on how people shop online are discussed in this report. If your boss doesn’t have time to read the detailed reports, this is the report to give to him or her.
Homepages and Category Pages
A site’s offerings are prioritized by category pages. The purpose of the site is obscured by some homepages that show what the site sells. Product listing can be difficult to design because they have to give the right amount of information and organize it well. There are 71 design guidelines.
Product Pages
Before buying a product online, users need to know more about it. The information is provided using a combination of text and images. Product options and total cost are shown on effective product pages. Good images matter. There are 75 design guidelines.
Shopping Carts, Checkout & Registration
It is difficult for most users to fill out forms correctly. It’s a confusing and frustrating tactic to force people to register during their first purchase. More customers can complete the shopping process with better designs. There are 114 design guidelines.
Search
Many of our users went right to the site’s search tool, but there were several reasons search didn’t always help them. How to improve search results in product catalogs. There are 62 design guidelines.
Customer Service
Help users. When shoppers want it, sites should give it. This goes all the way through the site. There are 47 design guidelines.
Selling Strategies
Some websites drive their customers away with high prices. If sites learn to avoid these problems, they can focus on tactics for achieving additional sales through cross-selling, recommendations, and gift-giving. Guidelines for design.
Wishlists, Gift Certificates, Gift Giving
There are gift cards that can be used to introduce your site to new customers. Customers who arrive at your site are often first-time users. Someone else. I like to shop there and create additional challenges for these profitable features. There are 103 design guidelines.
Trust and Credibility
The user’s willingness to risk time, money, and personal data on a website is called trust. INRDeals INRDeals INRDeals INRDeals INRDeals INRDeals INRDeals INRDeals INRDeals INRDeals INRDeals INRDeals INRDeals INRDeals INRDeals INRDeals INRDeals INRDeals INRDeals INRDeals INRDeals INRDeals INRDeals INRDeals INRDeals INRDeals INRDeals INRDeals INRDeals INRDeals INRDeals INRDeals INRDeals INRDeals INRDeals INRDeals INRDeals INRDeals INRDeals INRDeals INRDeals INRDeals INRDeals INRDeals INRDeals INRDeals INRDeals INRDeals INRDeals INRDeals INRDeals INRDeals INRDeals INRDeals INRDeals INRDeals INRDeals INRDeals There are 59 design guidelines.
International Users
Many aspects of the user experience get broken when US-based sites go global. The report focuses on not only the obvious issues such as address formats, but also cultural issues as well. As well as Americans shopping on overseas sites, the tests were based on European and Asian users. There are 62 design guidelines.
Store Finders and Locators
Help customers find your stores. 56 design guidelines about bricks and clicks.
Confirmation Messages & Transactional Email
It is important for your reputation for great customer service and for keeping customers appraised of the status of their transactions. There is a huge return on investment from eliminating telephone calls. Bad email can be deleted unread. There are 142 design guidelines.
Methodology
The report details how we conducted our user research, how we briefed and interacted with users, and a summary of all the tasks. There are no design guidelines, but plenty of advice for conducting usability studies of your own site.
Comparing the Editions
| 1st edition | 2nd edition | |
| Guidelines | 207 | 874 |
| Page count | 453 | 2,140 |
| Screenshots | 221 | 1,715 |
| Number of volumes | 9 | 13 |
| Report file size | 13 MB | 185 MB |
| Websites tested | 20 | 226 |
| User research methods | lab tests | lab tests eyetracking diary studies |
| Test locations | USA (NH), Denmark |
USA (GA, IL, NH, NY), China, Denmark, UK |
| Topics covered | shopping | shopping customer service confirmation email gift cards store finders |
| Products users shopped for | physical products | physical and virtual products (e.g., tickets) |
Who Should Read These Reports?
Also included:
B2B Website Usability – Design Guidelines for Converting Business Users Into Leads and Customers
Business-to-business websites are not the same as regular B2C sites. The products are more complex, the customers are more diverse, and the buying process is more complicated.
The report contains guidelines for improving the design of B2B websites, as well as examples of highly-usable sites, and is illustrated with 158 colorScreenshots from many different websites.
The report shows what happens when real business customers try to use the information on a B2B site to research their options, build their shortlist, sign up for further information, and complete the purchase on those sites that offered e-commerce capabilities.
You can get the Nielsen Norman Group – E-commerce User Experience: 874 Guidelines for E-commerce Sites right now.
Delivery Method
874 Guidelines for E-commerce Sites
Second Edition
The reports contain extensive guidelines for how to design e-commerce sites to make them more usable. All guidelines are based on findings from detailed usability studies of 226 e-commerce sites with users in the United States, Europe, and Asia.
See the descriptions of the individual reports below for more information.
2,140 pages with 874 design guidelines. Richly illustrated with 1,715 color screenshots of designs that worked particularly well or that caused problems for shoppers.
If you already own the first edition of this report series, should you buy the second edition?
Yes, because there have been immense advances in e-commerce usability since we wrote the first edition. The second edition contains more than 4 times as many insights as the first edition.
Comparing the editions:
This report has timely and important information for anybody responsible for an e-commerce site and interested in increasing the conversion rate.
Running a similar usability study yourself to collect comparative design lessons from a large number of websites around the world would cost thousands more than the cost of these reports, not to mention months of effort by your team of experienced usability professionals.
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