Vol. 04: Shopping Carts, Checkout and Registration

3rd Edition

Report PDF cover image

Part of the E-Commerce User Experience Series

When your customer can’t or won’t complete an online order even though they found a product they want, it is a disaster for your site. You lose that sale, and you often lose the customer as well. This report includes design guidelines for instilling trust in your customers and making their purchase process as easy as possible.

This 277-page report contains 114 design recommendations based on our usability research. Discussions and 287 screenshot illustrations supplement the findings.


  • Elements of a successful checkout process
    • Organizing the purchase
    • Encouraging registration
    • No surprises
    • When, where and how
    • Closing the sale
  • Checkout process steps and procedures
    • Essential elements of a shopping cart
    • Editing the shopping cart
    • Saving the shopping cart
    • Gift options
  • Requesting personal information
    • Form entry problems
    • Error messages
  • Registration
    • Problems with registration
    • Optional registration
    • Required registration
    • Elements of registration
  • Shipping and billing address forms
    • Multiple recipients
  • Shipping and delivery options
    • Delivery
    • In-store pickup
  • Payment information
    • Gift cards and gift certificates
  • Completing the order: summary and confirmation
  • Order summary
  • Order confirmation

Research Method

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

  • One-on-one usability testing
  • Diary-based longitudinal study
  • Eyetracking

Representative users tested 206 e-commerce websites. The studies took place in the United States, the United Kingdom, Denmark, and China (Hong Kong).

Which License?


Purchase an individual license if the report or video will only be used by one person.

Customers who choose an individual license are not authorized to share the report or video with anyone else, or post it to any internal or external file server, website, or intranet. Individual License Terms


Purchase a group license if the report or video will be used by multiple people within your organization.

Customers who choose a group license are authorized to post the report or video on internal file servers or intranets and make it available to others within the organization. The group license does not grant permission to make the report/video available to people not employed by your organization, the general public, or to post it to a publicly accessible website or file server. Group License Terms


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Vol. 04: Shopping Carts, Checkout and Registration

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Vol. 04: Shopping Carts, Checkout and Registration

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