Part of the E-Commerce User Experience Series

This 76-page report summarizes the most important findings, guidelines, and concepts from the whole report series. You will understand the strategic implications of our findings on how and why people shop online. This is the report to give to your boss if they don’t have time to read the detailed reports.

Benefits

• Implications of online shopping behavior and expectations on strategic decisions
• Actionable tips for removing barriers and creating delightful shopping experiences
• Avoid costly common usability mistakes

Topics

• Pros and cons of online shopping for customers
• Items people will and will not buy online
• Designing for different types of shoppers
• In-store shopping vs. online shopping
• Key findings and design recommendations
  • Homepages, category pages, and product pages
  • Shopping cart, checkout, and registration
  • Search behavior
  • Customer service
  • Selling strategies
  • Trust and credibility
• Shipping: Delayed gratification and additional cost
• Local and international differences
• Loyalty
• Success rate for online shopping tasks

Download report excerpt (2MB PDF)

Research Method

The information in this report is based on two separate rounds of e-commerce studies, including:

• One-on-one usability testing
• Diary-based longitudinal study
• Eyetracking

In total, 108 people tested 206 e-commerce websites. The studies took place in the United States, the United Kingdom, Denmark, and China (Hong Kong).