Ecommerce User Experience Vol. 1: User Behavior, Key Findings and Executive Summary for the Series

Copyright Notice
Contents
Executive Summary
	OVERALL GOOD USABILITY
	MANY OLD FINDINGS STAND
	RESEARCH STUDIES AND EDITIONS
		First Edition: Usability Testing
		Second Edition: Diary and Usability Testing
		Third Edition: Expert Reviews
		Fourth Edition: Usability Testing
	SUPPORTING DIFFERENT TYPES OF SHOPPING BEHAVIORS
	GREAT CONTENT MAKES SALES
Ecommerce Then and Now
	OLD PROBLEMS STILL FOUND
	WHAT’S IMPROVED
		Better Product Information
		More Options and Immediacy
		More Support for Mobility
		Customer Service
	WHAT HAS GONE AWAY
	OPPORTUNITIES IN ECOMMERCE
Pros and Cons of Online Shopping
	WHY SHOP ONLINE
		Access and Selection
			Selection Also Overwhelms
		Price
		Benefits of Existing Relationships
		Convenience
	WHAT’S MISSING ONLINE
		Shopping Can Be Social
			Design Lessons for Social Shopping
		Delayed Gratification and Additional Cost
Willingness to Shop Online
	WHAT PEOPLE ARE LESS LIKELY TO BUY ONLINE AND HOW TO RESOLVE APPREHENSION
		Tactile Products
		Expensive Items
		Perishable Items
		Design Lessons to Address the Constraints of Shopping Online
			Tactile Products
			Expensive Products
			Perishable Items
New Standards and Expectations
	HIGHER STANDARDS AND USER EXPECTATIONS
		Convenience
		Speed
		Assurance
		Accuracy
		Options
		Experience
	THE NEED FOR SPEED: DESIGNING FOR IMMEDIACY
		Buy Now & Instant Purchase
		Enabling Recurring Orders and Easy Reorder
		2-Day or Same-Day Delivery
		Google Express
		Transparent and Real-Time Local Inventory
	SINGLE-PAGE CHECKOUT: A SPEEDY, BETTER SOLUTION?
	SHIPPING: ADDITIONAL COST AND DELAYED GRATIFICATION
Many Channels and Shifting Behaviors
	THE OMNICHANNEL REVOLUTION
	THE RISE OF ECOMMERCE AND DECLINE OF BRICK-AND-MORTAR STOREFRONTS
	IN-STORE AND ONLINE, RATHER THAN IN-STORE OR ONLINE
		Blurring the Lines Between Physical and Digital Experiences
		Facilitating Transitions Between Digital and Physical Experiences
	PROLIFERATION OF MOBILE
		Research and Comparison Behaviors
		Inherent Mobile Constraints
		Mobile Web vs. Native App
	DISCOVERABILITY AND INSPIRATION ACROSS CHANNELS
Designing for Different Types of Shoppers
	REASONS FOR ECOMMERCE VISITS
	SUPPORTING ALL TYPES OF SHOPPING BEHAVIORS
		Product-Focused Shopping
		Browsing
		Research
		Bargain-Hunting
		One-Time Shopping
	PERSONALIZATION TRENDS AND TAKEAWAYS
Key Findings By Report
	HOMEPAGES AND CATEGORY PAGES
		A Welcoming Homepage
		A Clear Structure
		Promoting Subcategories While Exposing Products
		Providing Product Information
		Product Comparisons
		Sorting Through Options
	PRODUCT PAGES
		Full Product Details
		Smart Suggestions for Related Products
		Usable Product Reviews
		Product Availability and Arrival
		Adding Items to the Cart
	SHOPPING CARTS, CHECKOUT, AND REGISTRATION
		Minicart as Feedback, Not Cart Replacement
		Shopping Cart as Staging Area
		A Clear Path Through Checkout
			Single-page or Multi-page checkout
			Create shortcuts
		Optional Registration
		Money Matters
		Shipping Options
	SEARCH
		Search Behavior
		Search Success
		Search as Feedback
		Presenting Search Results
		Narrowing the Choices: Faceted Search
		Scoped Search and Advanced Search
	CUSTOMER SERVICE
		Findability
		Promoting Policies and Tools
		A Good Site Experience in General
		Getting in Touch
		Clear and Customer-Friendly Policies
	SELLING STRATEGIES
		Clear Pricing
		When Will It Arrive
		Free Shipping
		Welcome Back
		You Might Also Like ...
		One Shopping Experience: Online & Offline, Desktop & Mobile
		Social Shopping
	WISHLISTS, GIFT CARDS, AND GIFT GIVING IN ECOMMERCE
		Gift Giving Online
		Wishlists as Favorites, Not Necessarily Wish Lists
		Gift Cards
	TRUST AND CREDIBILITY
		Appearance Is Everything
		Privacy and Security
	INTERNATIONAL PURCHASERS
		Language & Currency
		Localized Forms & Payment Methods
		Customer Support for International Shoppers
		International Usability Testing
	STORE FINDERS AND LOCATORS
		Locator Tools
		People Gravitate to Search and Mapping Apps
		Locator Links
		Interactive Locator Tool vs. Location List
		Location Search
		Dominance of External-Mapping Tools for Getting Directions
	TRANSACTIONAL EMAILS AND CONFIRMATION MESSAGES
		Goals of Transactional Email
		Transactional-Email Content
		Email and Trust
		Common Problems with Transactional Email
About the Author
Acknowledgments
Word Bookmarks
	Whatschanged
	instore
	livechat
	SelectionFatique
	omnirevolution
	OmniREVREV
	facetedsearch