Summary
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All e-commerce websites share the goal of selling products to satisfied customers. Success on the Web requires intelligent usability engineering so users can find what they're looking for and buy it. Even if a website has perfect usability, however, the business will still lose sales if it has unrealistic prices or unfriendly policies.
Sales and marketing specialists, as well as site designers, can learn from this report. It reaches beyond classic usability concerns to discuss online selling issues such as pricing, selection, cross-selling, promotions, return policy, customer service, shipping and delivery. If your job involves marketing or sales, read this report to understand how certain policies and practices might cause you to lose customers. If your job involves site design, read this report to learn how best to support the sales and marketing strategies of your website.
The report contains a total of 82 design guidelines, based on usability testing of 226 e-commerce sites.
198 pages. Richly illustrated with 191 color screenshots from many different websites, showing usability problems we found in our testing as well as examples of designs that sell well.
This document is a part of Nielsen Norman Group's series of design guidelines for e-commerce user experience. Save 58% by buying all 13 reports on a single CD-ROM.
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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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