Vol. 10: International Purchasers

3rd Edition

Report PDF cover image

Part of the E-Commerce User Experience Series

Our research found that customers struggled with language, dates, addresses, pricing, availability and delivery options when shopping on websites outside their country. Companies could stop losing overseas business by implementing some quick solutions to many of these usability issues. Of course, there are cultural issues at play, but getting the basics right is a great start.

This 98-page report contains 61 design recommendations based on our usability research. Discussions and 86 screenshot illustrations supplement the findings.

Topics

  • Cultural differences among global online customers
    • Internationalized versus localized websites
    • Website strategies for selling to international customers
  • Language and location issues
    • Country selection
    • Handling multiple sites
    • Localizaton considerations
  • Shipping considerations
    • How to feature international shipping options
    • Information about international shipping
  • Prices and currency
    • Payment options
    • Displaying prices and currency for international audiences
  • Product information for a worldwide audience
    • Writing product descriptions for international customers
    • Finding the locations of products
  • Checkout process for international customers
    • Forms that facilitate checkout
  • Customer support in a 24-7 world
  • How to conduct user research with audiences in multiple regions

Research Method

The information in this report is based on 2 rounds of e-commerce studies, including:

  • One-on-one usability testing
  • Diary-based longitudinal study
  • Eye tracking

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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