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63 pages PDF format: download your copy right now (from eSellerate)
Single-user license: $45
Site license: $99 (allows you to place on your intranet and make unlimited copies within your company)
No shipping/handling charged for downloads.
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Summary
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In order to buy things from a site on the Web today, a customer must generally put items in the shopping cart, select gift options and shipping method, enter shipping and billing addresses, review the order, provide payment information, confirm the sale, and perhaps save information for future convenience when shopping at that site in the future. This report contains design guidelines for making these steps as easy as possible.
When your customer is unable or unwilling to complete an online order after finding a desired product, it is a disaster for your site. Not only do you lose that sale, but often you lose the customer as well.
After deciding what to buy, the customer's next goal is to complete the purchase quickly. Confusion and unanswered questions slow people down, so one of the best strategies for streamlining checkout is to make it match the customer's expectations as closely as possible.
The report contains a total of 32 design guidelines, based on usability testing of 20 big e-commerce sites with 64 users. When we analyzed 20 other big sites we found that the average site complied with 52% of these guidelines. In other words, the checkout processes on these sites violated 15 of the design guidelines on average. This was one of the few areas where smaller sites did about as well (or poorly) as the bigger sites.
63 pages. Richly illustrated with 35 color screenshots from many different websites, showing usability problems we found in our testing as well as examples of highly-usable checkout processes.
See sample page
See sample chapter as thumbnail pages
This document is a part of Nielsen Norman Group's series of design guidelines for e-commerce user experience.
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Table of Contents
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- Executive Summary
- Sites We Tested
- Shopping Cart
- 5 design guidelines
- What to Include in the Shopping Cart
- Navigation in the Shopping Cart
- Removing Items from the Shopping Cart
- Shopping Instructions
- The Checkout Process
- 6 design guidelines
- Steps, Procedures, Diagrams
- When and How to Show Shipping Charges
- Shipping Methods and Delivery Options
- Shipping and Billing Address Forms
- 9 design guidelines
- Asking for Personal Information
- Privacy Policy
- Address Forms
- International Form Issues
- Multiple Recipients
- Form Entry Problems
- Required Fields
- Order Summary, Payment, and Confirmation
- 5 design guidelines
- Order Summary
- Payment Forms
- Order Confirmation
- Registration
- 7 design guidelines
- Why Registration Fails
- Various Approaches to Registration
- Optional Registration
- Creating a User Name and Password
- Login Problems: Using the Wrong Form
- Creating a Good Checkout Process
- Summary of Recommendations for Designers
- References
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Who Should Read This Report?
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This report has timely and important information for anybody responsible for an e-commerce site and interested in seeing it as successful as possible. Running a similar usability study yourself to collect comparative design lessons from a large number of websites around the world would cost thousands more than the cost of these reports, not to mention months of effort by your team of experienced usability professionals.
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 Book Version |
| This report is one of the chapters in the
Collected E-Commerce Design Guidelines
assembling all 207 guidelines in a single 389-page hardcover book with full-color printing, a shared index, and a guidelines checklist. $129.
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| Alternative Payments |
If you do not want to buy online, we accept other forms of payment:
- Check
- Bank transfer
- Purchase orders
- Faxed or mailed credit cards
We can also send you a paper invoice if your company requires that.
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| Downloadable Version |
The downloadable version of the report is a standard PDF file, formatted to print on both 8.5x11 and A4 paper. Any recent version of the Acrobat Reader will suffice to read or print the file. No special software is needed. The file is not copy-protected: we trust you to buy a site license if you are going to have multiple people read the report.
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