Part of the E-Commerce User Experience Series
This report offers techniques for presenting straightforward customer service information so that customers can help themselves. Assisting customers quickly find information themselves is better, and less expensive, than them contacting the company. Shoppers expect to find relevant information at the right time and place. Don’t let locating information about shipping and returns deter people from completing transactions during checkout.
This 130-page report contains 47 design recommendations based on our usability research. Discussions and 118 screenshot illustrations supplement the findings.
The information in this report is based on two separate rounds of e-commerce studies, including:
In total, 108 people tested 206 e-commerce websites. The studies took place in the United States, the United Kingdom, Denmark, and China (Hong Kong).
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