Nielsen Norman Group – Ecommerce User Experience – 5th Edition (Vol. 08)
Nielsen Norman Group – Ecommerce User Experience – 5th Edition (Vol. 08)
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Nielsen Norman Group – Ecommerce User Experience – 5th Edition (Vol. 08)
Ecommerce User Experience Vol. 08: Wishlists, Gift Cards, and Gift Giving
Part of Series: Ecommerce User Experience
If you’re running a business-to-consumer ecommerce site without considering gift-givers, you’re giving up valuable business. In many of the sites we tested, gift-related features like wishlists, gift cards, and gift checkout were confusing and inadequate. In some cases, this led to embarrassing mishaps — for example, ruining the gift-giver’s surprise, or recipients having no idea who sent their gift.
Gift buyers often come to your site because someone they know likes to shop with you. The smallest glitch in the user experience can cause these shoppers to give up and look elsewhere.
This 217-page report contains 87 design recommendations based on our user research. Discussions and 180 screenshot illustrations supplement the findings.
Topics
- User attitudes toward online gift giving
Why customers sometimes fear online gifting
The guilt and relief around gift cards and wishlists - Choosing gifts online; the steps involved and barriers at each step
The gift choice process
Finding a suitable item
Purchasing the item
Choosing gift options
The gift receipt and message for the recipient
Shipping to a different address
Confirming order and receipt - Gift card guidelines
Purchasing, giving, receiving and redeeming
Advertising gift cards on your site
E-gift cards vs. physical gift cards
Offering a choice of gift card designs - Favorites and wishlists features
How to help shoppers discover these features
Sharing the list
Notification email
Buying from a wishlist
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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