E-commerce user experience:
Gespeichert in:
| Format: | Buch |
|---|---|
| Sprache: | English |
| Veröffentlicht: |
Fremont, Calif.
Nielsen Norman Group
2001
|
| Ausgabe: | 1. print. |
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | XX, 389 S. Ill., graph. Darst. |
| ISBN: | 0970607202 |
Internformat
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| 650 | 7 | |a Consommateurs - Attitudes |2 ram | |
| 650 | 7 | |a Designer (logiciel) |2 ram | |
| 650 | 7 | |a Marketing sur Internet |2 ram | |
| 650 | 7 | |a Sites Web - Conception |2 ram | |
| 650 | 7 | |a Sites Web - Développement |2 ram | |
| 650 | 4 | |a Computer interfaces | |
| 650 | 4 | |a Electronic commerce | |
| 650 | 4 | |a Human-computer interaction | |
| 650 | 4 | |a Internet searching | |
| 650 | 4 | |a System design | |
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Datensatz im Suchindex
| _version_ | 1804128944557916160 |
|---|---|
| adam_text | Contents at a Glance Preface viii
Acknowledgements ix
Introduction x
About the Study Overview of Methods x
Sites We Tested xi
1 Hign Level Strategy 1
2 Seljing Strategies 25
3 Trust 77
4 Category Pages 111
5 Search 153
6 Product Pages 193
7 Checkout Registration 237
8 International Users 289
9 Methodology 327
References 366
About the Authors 373
Summary of Recommendations for Designers (Design Guidelines) 374
Index 383
UHVEJtSIUTS.
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Table of Contents Preface viii
Acknowledgements ix
Introduction x
About the Study Overview of Methods x
Sites We Tested xi
High Level Strategy: Executive Summary xii
Selling Strategies: Executive Summary xiii
Trust: Executive Summary xiv
Category Pages: Executive Summary xv
Search: Executive Summary xvi
Product Pages: Executive Summary xvii
Checkout Registration: Executive Summary xviii
International Users: Executive Summary xix
Methodology: Executive Summary xx
1 High Level Strategy 1
Usability and E Commerce 2
Why People Abandon E Commerce Sites 2
Usability Increases Sales 4
Results of Our Usability Study of E Commerce Sites 5
Success Rates 5
Comparison With Other E Commerce Studies 7
Usability Success Rates and Abandoned Shopping Carts 8
International Success Rates 9
E Commerce Design Guidelines: Some Examples 10
Search 10
Side by Side Comparisons 12
Winnowing 14
Help Users Feel in Control 16
Scorecard: How Sites Comply With Usability Guidelines 16
Using Guidelines to Improve Design 19
Multiple Levels of Guidelines 20
B2B Guidelines 20
Developing Internal Design Guidelines 21
Cost of Usability 22
Today s Best Practices 23
Past and Future Expenditures 23
2 Selling Strategies 25
E Commerce Essentials 26
Introduction 26
A Note Regarding International Sales 26
Pricing 27
Shipping and Tax 30
Selection, Availability, and Delivery Time 34
Selection of Merchandise 35
Availability 39
in
Delivery Time 43
Customer Satisfaction Policies 46
Payment Options 49
Supporting the Sales Process 50
Promoting Products 50
Encouraging Additional Sales 55
Providing Sales Assistance 61
Supporting Gift Buying 67
Hybrid Stores 71
Conclusion 75
3 Trust 77
Succinct and Readily Accessible Information About the Company 78
Word of Mouth 84
Fair Pricing, Fully Revealed 84
Sufficient and Balanced Product Information 87
Correct, Timely, Professional Site Design 89
Slow Page Loads 91
Missing Images 91
Broken Links and Server Errors 91
Problems with the Internet Connection 91
Internal Errors, Coding Errors or Refusal of Service 92
Clear and Customer Friendly Policies 97
Appropriate Use of Personal Information 98
Social Security Number 99
Phone Number 99
E mail Address 100
Someone Else s Personal Information 100
Trustworthy Security 105
Access to Helpful People 107
Fulfill Customer Expectations 108
4 Category Pages 111
Store Home Pages 112
Classification Schemes 123
Methods for Classification 127
Product Listing Pages 128
Sorting Product Listings 130
Images on Category Pages 134
Winnowing 137
What is Winnowing? 137
Examples of Winnowing Tools 138
Tools on Sears 139
Microwaves on Sears 139
Furniture.com 141
Disney and Wal Mart: Gift Finders 142
Product Comparisons 147
Conclusion I51
5 Search 153
A Model for Search 154
Search Visibility 154
ACase Study: www.useit.com 157
Search Formulation 158
Search Expression 164
Search Query Entry 170
Search Result Interpretation 177
Search Error Recovery 185
Creating a Good No Results Page 186
How Users Search 190
Main Results 190
Multiple Searches 190
6 Product Pages 193
Three Examples of Product Pages 194
1) The Ergon 3 Chair: HermanMiller.com 194
2) The North Face Ak Su Jacket: Boo.com 195
3) The Attic Loft Bed: Living.com 196
Product Description 197
Technical Issues 203
Product Images 206
Price, Other Costs, and Availability 214
Specifying Product Options 220
Adding Products to the Shopping Cart 229
Conclusion 235
7 Checkout Registration 237
Shopping Cart 238
What to Include in the Shopping Cart 238
Navigation in the Shopping Cart 240
Removing Items from the Shopping Cart 242
Shopping Instructions 244
The Checkout Process 245
Steps, Procedures, Diagrams 245
When and How to Show Shipping Charges 248
Shipping Methods and Delivery Options 251
Shipping and Billing Address Forms 254
Asking for Personal Information 254
Privacy Policy 255
Address Forms 255
International Form Issues 258
Multiple Recipients 258
Form Entry Problems 260
Required Fields 265
Order Summary, Payment, and Confirmation 266
Order Summary 266
Payment Forms 268
V
Order Confirmation 269
Registration 271
Why Registration Fails 271
Various Approaches to Registration 272
Optional Registration 273
Creating a User Name and Password 275
Login Problems: Using the Wrong Form 282
Creating a Good Checkout Process 287
8 International Users 289
International vs. Localized Websites 290
Superficial Localization 292
Show Where You Ship 292
Product Information 299
Measures 304
Use of Language 307
Product Descriptions 307
Shopping Terms 308
Character Set 309
Numbers 310
Dates 311
Time 312
Checkout 312
Name and Address 314
State / Province 315
Telephone Numbers 319
Cultural Differences 320
Telephone Charges 322
Special Days 322
International Usability Tests 323
Four Mistakes to Avoid 324
9 Methodology 327
Type of Study 328
Our Team 328
Study Overview 329
What Is Usability Testing? 329
Common Misconceptions about Usability Testing 329
Number of Users 330
Number of Sites 330
Test Length and Sites per Test 330
Which Users Tested Which Sites 331
Site Order 331
Timing Concerns 331
Site Selection Criteria 332
Users 332
User Profiles 332
Demographics of the Study Participants 333
User Recruitment 333
Creating Good Tasks 335
Realistic Scenarios 335
Motivation 336
Task Independence 336
Cultural Issues 336
Task Descriptions 337
Tips for Writing Task Instructions 338
Task Refinement 339
Testing of Complete Purchases 339
Usability Test Facilities 340
Test System Configuration 341
Hardware 341
Software 341
Between Test Cleanup 342
Pilot Testing 343
What We Changed 344
Test Facilitation 345
Description of Think Aloud Protocol 345
Personal Data or Fake Identity 345
Assisting with Technical Problems 346
A Discussion of Bias 347
Data Collection 348
Post Test Questionnaires 348
Data Analysis 349
Defining Success and Failure 351
Task Failures 351
Sales Catastrophes 352
Examples of Task Failures and Sales Catastrophes 353
Testing Websites: A Cautionary Tale 354
Participant Screening Questionnaire 355
Consent Form (USA) 356
Pre Test Questionnaire 357
Site Feedback Questionnaire 358
Tasks 359
References 366
About the Authors 373
Summary of Recommendations for Designers 374
Index 383
vii
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| spelling | E-commerce user experience Jakob Nielsen ... 1. print. Fremont, Calif. Nielsen Norman Group 2001 XX, 389 S. Ill., graph. Darst. txt rdacontent n rdamedia nc rdacarrier Commerce électronique ram Consommateurs - Attitudes ram Designer (logiciel) ram Marketing sur Internet ram Sites Web - Conception ram Sites Web - Développement ram Computer interfaces Electronic commerce Human-computer interaction Internet searching System design Web sites Design Electronic Commerce (DE-588)4592128-3 gnd rswk-swf Marktanalyse (DE-588)4037624-2 gnd rswk-swf Verbraucherzufriedenheit (DE-588)4129147-5 gnd rswk-swf Projektstudie (DE-588)4123990-8 gnd rswk-swf Electronic Commerce (DE-588)4592128-3 s Marktanalyse (DE-588)4037624-2 s DE-604 Verbraucherzufriedenheit (DE-588)4129147-5 s Projektstudie (DE-588)4123990-8 s Nielsen, Jakob 1957- Sonstige (DE-588)12239397X oth HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=009644279&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | E-commerce user experience Commerce électronique ram Consommateurs - Attitudes ram Designer (logiciel) ram Marketing sur Internet ram Sites Web - Conception ram Sites Web - Développement ram Computer interfaces Electronic commerce Human-computer interaction Internet searching System design Web sites Design Electronic Commerce (DE-588)4592128-3 gnd Marktanalyse (DE-588)4037624-2 gnd Verbraucherzufriedenheit (DE-588)4129147-5 gnd Projektstudie (DE-588)4123990-8 gnd |
| subject_GND | (DE-588)4592128-3 (DE-588)4037624-2 (DE-588)4129147-5 (DE-588)4123990-8 |
| title | E-commerce user experience |
| title_auth | E-commerce user experience |
| title_exact_search | E-commerce user experience |
| title_full | E-commerce user experience Jakob Nielsen ... |
| title_fullStr | E-commerce user experience Jakob Nielsen ... |
| title_full_unstemmed | E-commerce user experience Jakob Nielsen ... |
| title_short | E-commerce user experience |
| title_sort | e commerce user experience |
| topic | Commerce électronique ram Consommateurs - Attitudes ram Designer (logiciel) ram Marketing sur Internet ram Sites Web - Conception ram Sites Web - Développement ram Computer interfaces Electronic commerce Human-computer interaction Internet searching System design Web sites Design Electronic Commerce (DE-588)4592128-3 gnd Marktanalyse (DE-588)4037624-2 gnd Verbraucherzufriedenheit (DE-588)4129147-5 gnd Projektstudie (DE-588)4123990-8 gnd |
| topic_facet | Commerce électronique Consommateurs - Attitudes Designer (logiciel) Marketing sur Internet Sites Web - Conception Sites Web - Développement Computer interfaces Electronic commerce Human-computer interaction Internet searching System design Web sites Design Electronic Commerce Marktanalyse Verbraucherzufriedenheit Projektstudie |
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