Part of the E-Commerce User Experience Series
If you’re running a business-to-consumer site without wishlists and gift certificates, you’re giving up valuable business. And even if you have these features, you’re probably still not taking full advantage of them if your site is anything like those we tested. Gift buyers come to your site because someone they know likes to shop with you, not because they have an independent relationship with your site. The smallest glitch in the user experience can be fatal for these users.
This 118-page report contains 109 design recommendations based on our usability research. Discussions and 65 screenshot illustrations supplement the findings. Flow charts with wireframes feature our recommendations for process steps.
The information in this report is based on research with representative users, using the following methods:
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