电子商务用户体验

Improving the usability of your ecommerce site builds a competitive advantage - today’s consumers are not satisfied with sites that simply allow them to shop. These reports outline detailed recommendations for improving the online shopping experience.

This series includes 13 reports on specific topics and presents837设计指南based on our usability research. Discussions and超过1500张截图插图supplement the findings.

Article on research findings: The New Ecommerce User Experience: Changes in Users' Expectations

Buy individual reports, or节省58%当你把13卷书一起买的时候。

个别报告

• 第01卷：电子商务用户行为和执行摘要系列

  深入了解人们的网上购物行为。这份108页的报告展示了所有电子商务组织都应该知道的关键可用性发现。

• Vol. 02: Homepages, Category Pages, Listing Pages, and Product Comparisons

  电子商务usability research featuring 69 guidelines for gaining customer interest and encouraging them to browse your offerings.

• Vol. 03: Product Pages

  Give ecommerce customers the product information they want, at the right time, and at the appropriate level of detail. Get 85 guidelines for producing engaging product pages.

• Vol. 04: Shopping Carts, Checkout and Registration

  增加电子商务交易；80个准则，创造一个顺利结帐的经验。

• Vol. 05: Search

  Most ecommerce customers go directly to a site’s search tool to find products. Get 80 tips for designing search to increase profitability.

• Vol. 06: Customer Service

  良好的电子商务客户服务会带来更多的忠诚客户。获得50个设计网站的技巧，在客户需要时为他们提供支持。

• Vol. 07: Selling Strategies

  Users expect ecommerce websites to anticipate and meet their needs throughout the entire online sales process. Get 85 guidelines for improving your ecommerce marketing, merchandising and selling techniques.

• Vol. 08: Wishlists, Gift Cards, and Gift Giving

  Gift-giving features can introduce new customer to your ecommerce site. Get 80 tips for helping shoppers create registries and redeem gift cards online.

• Vol. 09: Trust and Credibility

  Trust is hard to build and easy to lose on ecommerce websites. Get 50 guidelines for helping visitors feel confident enough in your organization to take desirable actions.

• 第10卷：国际采购商

  发现向不同国家的客户销售的细微差别。获取吸引全球受众的57条技巧。

• Vol. 11: Store Finders and Locators

  让人们到你的商店，使自己容易找到。获取56个在桌面和移动网站和应用程序上设计定位器的技巧。

• Vol. 12: Transactional Email and Confirmation Messages

  Reduce customer service costs with well-written automated email messages. 112 design guidelines for improving customer satisfaction while saving you money.

• 第13卷：电子商务用户研究方法

  为自己的学习获得灵感。了解我们如何收集数据，以便您可以适当地应用建议。

What’s new in the fourth edition?

The fourth edition includes new and updated guidelines, including revisions and clarifications. For the fourth edition of this report series we conducted one large-scale lab-based usability study. In addition to this large study, researchers also conducted smaller, more targeted research studies to update and evolve each of the 11 topical ecommerce reports included in this report series. New findings and discussions include: mobile usability, live chat best practices, omnichannel strategies, streamlined shopping cart and checkout, expectations for product pages and product information, changes in customer behaviors and expectations, and much more.

研究方法

The information in these reports is based on three separate rounds of ecommerce studies, including:

• 一对一可用性测试
• Diary-based longitudinal study, for which people recorded their online experiences
• 眼睛跟踪

Representative users tested255 ecommerce websites. 研究在美国、英国、丹麦和中国（香港）进行。

Three reports in this series are based on additional research studies (愿望清单、礼品卡和礼品赠送,Store Finders and Locators，和事务性电子邮件和确认消息). 这三份报告都有自己的方法部分。