Nielsen Norman Group
Evidence-Based User Experience Research, Training, and Consulting
Nielsen Norman GroupEvidence-Based User Experience Research, Training, and Consulting
Part of the E-Commerce User Experience Series
A great first experience is the best enticement for repeat business. But even a perfectly usable site can’t outweigh unrealistic prices or unfriendly policies. This report will educate sales and marketing specialists, as well as site designers, on classic usability concepts as well as online selling strategies.
This 198-page report contains 82 marketing and sales recommendations based on our usability research. Discussions and 191 screenshot illustrations supplement the findings.
Download report excerpt (2MB PDF)
The information in this report is based on two separate rounds of e-commerce studies, including:
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).
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