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54 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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Users need sufficient information about a product before purchasing it online. Product pages provide that information using a combination of text and images. Effective product pages show availability, product options, and total cost. Good images also matter.
The report contains a total of 30 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 54% of these guidelines. In other words, the product pages on these big sites violated 14 of the design guidelines on average. Smaller sites typically have even more usability mistakes on their product pages.
54 pages. Richly illustrated with 33 color screenshots from many different websites, showing usability problems we found in our testing as well as examples of highly-usable product pages.
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
- About the Study - Overview of Method
- Sites We Tested
- Three Examples of Product Pages
- The Ergon 3 Chair: HermanMiller.com
- The North Face Ak-Su Jacket: Boo.com
- The Attic Loft Bed: Living.com
- Product Description
- Technical Issues
- Product Images
- Price, Other Costs, and Availability
- Specifying Product Options
- Adding Products to the Shopping Cart
- Conclusion
- 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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