Vol. 01: E-Commerce User Behavior and Executive Summary for the Series

3rd Edition

Report PDF cover image

Part of the E-Commerce User Experience Series

This 76-page report summarizes the most-important findings, guidelines, and concepts from the entire e-commerce report series and provides essential information about how people shop online. Behavioral analysis, study metrics, and essential findings are combined to create a complete overview of shopping behavior and best practices. This is the report to read if you (and your boss) don’t have time to read the entire series.


  • Overcoming weaknesses of online shopping
  • Addressing user hesitations about shopping online
  • Online shopping processes 
  • Designing for different types of shopper
    • The browsers
    • The researchers, detail-oriented
    • The bargain hunters, price conscience
    • Product-focused shoppers, task oriented
    • One-time shoppers
  • Homepages and category pages
    • Welcoming Homepages
    • Presenting a clear structure
    • Cross-referencing
    • Featured or full Inventory
    • Providing product Information
    • Product comparisons
    • Sorting through options
  • Product pages
    • Full product details
    • Consistency between products
    • Customer reviews
    • Adding items to the cart
  • Shopping cart, checkout and registration
    • Shopping cart as dressing Room
    • Clear checkout path
    • Optional registration
    • Money matters
    • Shipping options
  • Search (including faceted search)
    • Search behavior
    • Search as feedback
    • Scoped search
    • Narrowing the choices: faceted search
  • Customer service
    • Easy to find
    • A good site experience
    • Getting in touch
    • Clear, and customer friendly, policies
  • Selling strategies
    • Clear pricing
    • When will it arrive
    • Free shipping
    • Welcome back
    • You might also like...
  • Trust and credibility
    • Appearance is everything
    • Privacy and security
    • Performance and errors
    • Availability
  • International users
    • Forms and data
    • No local support

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

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

Which License?


Purchase an individual license if the report or video will only be used by one person.

Customers who choose an individual license are not authorized to share the report or video with anyone else, or post it to any internal or external file server, website, or intranet. Individual License Terms


Purchase a group license if the report or video will be used by multiple people within your organization.

Customers who choose a group license are authorized to post the report or video on internal file servers or intranets and make it available to others within the organization. The group license does not grant permission to make the report/video available to people not employed by your organization, the general public, or to post it to a publicly accessible website or file server. Group License Terms


You’ve just added the following to your cart:

Vol. 01: E-Commerce User Behavior and Executive Summary for the Series

Individual License


Checkout Now

You’ve just added the following to your cart:

Vol. 01: E-Commerce User Behavior and Executive Summary for the Series

Group License


Checkout Now