Vol. 07: Selling Strategies

3rd Edition

Report PDF cover image

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 teaches sales and marketing specialists, as well as site designers, some classic usability concepts and online selling strategies.

This 182-page report contains 82 marketing, sales, and usability recommendations based on our usability research. Discussions and 167 screenshot illustrations supplement the findings.


  • Supporting the sales process
    • E-commerce essentials
    • Money matters, communicate value to price concious shoppers
    • Supporting all users, new and exisiting customers
    • Helping shoppers buy more, upsell
    • Creating an all one experience: online and off
  • Pricing: sales, discounts, rebates and payments
    • Communicating the value of the merchandise
    • Sale and discounts
    • Additional charges
    • Rebates and special offers
  • Selection, availability, and delivery time
    • Navigation and search to enhance awareness
    • Inventory information
    • Delivery options and details
  • Supporting the sales process
    • Educating customers about the benefits of your product
    • Comparing products
    • Social features to support the sales process
  • Promoting products
    • Presenting promotions
    • Strategies for promotions
    • Encouraging additional sales
    • Related items
    • Upsell and cross sell strategies
  • Supporting gift buying
    • Gift certificates, gift registry
    • Personal messages
  • Online and offline stores
    • Inventory discrepancies between physical store and online store
    • Price differences between stores
  • Shipping and delivery options
  • Return policy
  • Catalogs and circulars
    • Encouraging sign-up
  • Loyalty and repeat customers
    • Giving customers reasons to shop at the site again


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).

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