Nielsen Norman Group – Ecommerce User Experience – 5th Edition (Vol. 07)



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Nielsen Norman Group – Ecommerce User Experience – 5th Edition (Vol. 07)

Part of Series: Ecommerce User Experience
The best way to sell products online is not to bully or trick shoppers (as some retailers attempt to do), but to build long-term, positive relationships with them. Attract and convince new customers, help them discover products they’ll love, and provide support throughout their buying journey, and beyond.

In order to compete for customers, you’ll need to deeply understand and anticipate their needs. Learn which ecommerce selling strategies actually work, and which ones only annoy or disrupt shoppers. In the ever-changing retail landscape, factors such as free shipping, flexible return policies and easy reordering matter for first impressions and earning repeat business.

This 331-page report contains 102 recommendations based on our user research. Discussions and 344 screenshot illustrations supplement the findings.


  • How ecommerce UX continues to change and evolve
    The impact of the COVID-19 pandemic
    Sophisticated new approaches to social media
    Improved strategies to upsell and recommend products
    The expansion of augmented reality (AR) shopping tools
  • Promotions
    How to promote products and sales without harassing or pressuring customers
    Helping customers apply promotional codes and coupons
    Leveraging influencer audiences and social media fanbases
  • Pricing, checkout, shipping, and returns
    How to justify prices
    Where and when to communicate pricing
    How to show additional charges and fees
    The importance of clarifying shipping costs
    The value of free shipping
    Alternative strategies for retailers that can’t offer free shipping
  • Selection, availability, and delivery time
    Showing inventory availability
    How to handle backordered and sold-out items
    Explaining shipping delays
  • Providing answers, support, and assurance
    How to anticipate product questions and provide the right answers
    Educating customers about complex or technical products
    How to offer and design a product finder quiz
    Product comparisons
  • Product display and positioning
    Promoting popular or new products throughout a site or app
    When to offer samples (for example, upholstered furniture)
    Which retailers should consider emerging trends like augmented reality features or livestream selling
  • Driving incremental and additional sales
    Different types of related product recommendations
    Helping customers find products that go together or are part of a set
    Avoiding fake personalization
    Encouraging bigger purchases without resorting to unethical dark patterns
  • Supporting gift buying
    The importance of offering gift cards and registries
    Adding personal messages to gift purchases
  • Enabling an omnichannel retail experience
    Helping customers move between digital stores and physical locations
    In-store and curbside pickup processes, and how to explain them to customers
    Email, text message, and push notifications
  • Loyalty and repeat customers
    How to design for returning customers
    Loyalty and reward programs
    Gamification to encourage loyalty
    How to easily encourage returning customers to make repeat purchases
    Auto-fill and auto-ship options

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

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