Nielsen Norman Group – Ecommerce User Experience – 5th Edition (Vol. 05)



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Nielsen Norman Group – Ecommerce User Experience – 5th Edition (Vol. 05)

Topics: Search
Part of Series: Ecommerce User Experience
You can’t sell a product that your customers can’t find.

This report focuses on routing pages: search results, product listing, and category pages. Routing pages help customers discover and explore a retailer’s product selection, and they are crucial in helping shoppers decide what to buy.

In addition, this report covers search and filter design in detail. Your site must accommodate all types of searches and return relevant results for categories, products, and product characteristics.

This 444-page report offers 139 design guidelines based on our user research. Discussions and 500 screenshots and chart illustrations supplement our findings.

Even though some of the design guidelines are specific to searching for products, many of the guidelines apply to all forms of search and listing-page design, including content sites and intranets.


  • Finding products
    The role of routing pages in the purchase process
    When to use category pages and when to avoid them
    Traditional category pages vs. new hybrid category pages
  • Search behavior
    Why shoppers search
    What they search for
    Query length and types of keywords
  • Best practices for search on ecommerce websites
    Placement and presentation of search
    Accommodating different lengths and types of searches
    How to design search suggestions, including complex designs that incorporate promotions and products as users types
    Interpreting and supporting the query
    Providing advanced and scoped searches
    How to handle single-result and no-result queries
  • Designing search results and product listing pages
    Names and details of products
    Photography: What types of images to include
    Style and color options
    Ratings and promotional tags
    Sorting products
    Pagination and loading products, including infinite loading and Load More buttons
    “Quick” features: Quick Look and Quick Add-to-Cart
  • Faceted search and filters
    What users expect and need from filters
    How to design filters
    Filter functionality


Research Method
The information in this report is based on five separate rounds of ecommerce studies for this and the previous four editions of this report. These studies included a mix of the following methodologies.

  • Diary-based longitudinal studies
  • Eyetracking
  • Expert review

Representative users tested 350+ ecommerce websites. The studies took place in the United States, the United Kingdom, Denmark, India, and China

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