Nielsen Norman Group – Ecommerce User Experience – 5th Edition (Vol. 09)



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Nielsen Norman Group – Ecommerce User Experience – 5th Edition (Vol. 09)

Ecommerce User Experience Vol. 09: Trust and Credibility
5th Edition

Part of Series: Ecommerce User Experience
Trust is essential to the user’s willingness to risk time, money, and personal data on a website. If you lose trust, you lose the sale and you may lose the customer as well. This report identifies factors that enhance and damage the credibility of e-commerce sites.

This 174-page report contains 53 design recommendations based on our user research. Discussions and 145 screenshot illustrations supplement the findings.


  • Visual design and site experience
    • First impressions
    • Professional site design
    • Site search is reliable and usable
  • Information about the company
    • Company details that users want
    • Demonstrating expertise
    • Communicating company values
  • Product Information
    • Displaying the appropriate level of product detail
    • Address common product questions or concerns
    • Allow for robust customer review content
  • Pricing and cost
    • Showing price
    • Justifying the cost
  • Respecting users’ information
    • Requesting personal information
    • Registration
  • Performance and errors
  • Fraud, security, and policies
  • Customer support process and policies
  • Partnerships and selling strategies

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

Frequently Asked Questions:

  1. Innovative Business Model:
    • Embrace the reality of a genuine business! Our approach involves forming a group buy, where we collectively share the costs among members. Using these funds, we purchase sought-after courses from sale pages and make them accessible to individuals facing financial constraints. Despite potential reservations from the authors, our customers appreciate the affordability and accessibility we provide.
  2. The Legal Landscape: Yes and No:
    • The legality of our operations falls into a gray area. While we lack explicit approval from the course authors for resale, there’s a technicality at play. When procuring the course, the author didn’t specify any restrictions on resale. This legal nuance presents both an opportunity for us and a boon for those seeking budget-friendly access.
  3. Quality Assurance: Unveiling the Real Deal:
    • Delving into the heart of the matter – quality. Acquiring the course directly from the sale page ensures that all documents and materials are identical to those obtained through conventional means. However, our differentiator lies in going beyond personal study; we take an extra step by reselling. It’s important to note that we are not the official course providers, meaning certain premium services aren’t included in our package:
      • No coaching calls or scheduled sessions with the author.
      • No access to the author’s private Facebook group or web portal.
      • No entry to the author’s exclusive membership forum.
      • No direct email support from the author or their team.

    We operate independently, aiming to bridge the affordability gap without the additional services offered by official course channels. Your understanding of our unique approach is greatly appreciated.

Refund is acceptable:

  • Firstly, item is not as explained
  • Secondly, Item do not work the way it should.
  • Thirdly, and most importantly, support extension can not be used.

Thank you for choosing us! We’re so happy that you feel comfortable enough with us to forward your business here.

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