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76 pages PDF format: download your copy right now (from eSellerate)
Single-user license: $45
Site license: $96 (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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Usability is a prerequisite for e-commerce success. If people cannot shop, then the site won't sell a thing. It doesn't matter how cheap the products are if people can't find them or if they get stuck on a step in the checkout process.
True, usability does not guarantee success for an e-commerce site. If prices are too high, people won't buy even if it is easy to navigate the site. But usability is one of the most important determinants for the success of an e-commerce site, especially considering how cheap it is to include basic usability methods in a project.
This report presents general findings regarding the relation between usability and e-commerce, including the following issues:
- Why users shop online. Users often feel powerless or overwhelmed while they are visiting a site, and other sites are just a click away.
- The success rate for online shopping tasks. Why users succeed or fail when they try to shop.
76 pages. Illustrated with 25 color screenshots from several websites.
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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Table of Contents
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- Executive Summary
- Summary of Research Studies and the E-Commerce Report Series
- E-Commerce Report Series
- Research Studies
- About the Second Edition
- What's Most Important
- Back to Basics
- What's Improved
- In this Report
- Pros and Cons of Online Shopping
- Why Shop Online
- Access and Selection
- Price
- Convenience
- What's Missing Online
- Shopping Is Social
- Delayed Gratification and Additional Cost
- Willingness to Shop Online
- What People Will and Won't Buy Online
- Tactile Products
- Expensive Items
- Perishable Items
- Designing for Different Types of Shoppers
- Reasons for E-commerce Visits
- Supporting All Types of Shoppers
- Product-focused
- Browsing
- Researching
- Bargain-Hunting
- One-Time Shoppers
- How Users Shop
- In-Store And Online, Rather than In-Store Or Online
- Shipping: Delayed Gratification and Additional Cost
- Local Differences: Patience and Priorities
- Building Loyalty
- Deciding Where to Purchase
- Key Findings
- Homepages and Category Pages
- A Welcoming Homepage
- A Clear Structure
- Cross-Referencing
- Featured or Full Inventory?
- Providing Product Information
- Product Comparisons
- Sorting through Options
- Product Pages
- Full Product Details
- Consistency between Products
- The Value of Reviews
- Adding Items to the Cart
- Shopping Cart, Checkout and Registration
- Shopping Cart as Dressing Room
- A Clear Path through Checkout
- Optional Registration
- Money Matters
- Shipping Options
- Search (including Faceted Search)
- Search Behavior
- Search as Feedback
- Scoped Search
- Narrowing the Choices: Faceted Search
- Customer Service
- Easy to Find
- A Good Site Experience
- Getting in Touch
- Clear, and Customer Friendly, Policies
- Selling Strategies
- Clear Pricing
- When Will It Arrive
- Free Shipping
- Welcome Back
- You Might Also Like...
- Trust and Credibility
- Appearance is Everything
- Privacy and Security
- Performance and Errors
- Availability
- International Users
- Forms and Data
- No Local Support
- International Usability Testing
- Success Rates, Task Failures and Task Times
- Success by Type of Task
- Specific Product
- Customer Service
- Criteria Tasks
- Purchase Tasks
- Known Sites
- Open-ended Tasks
- What Went Wrong
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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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 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 not to distribute copies.
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