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NN/g report on e-commerce search

NN/g has observed 64 US and Danish users attempting 344 search tasks on 20 US e-commerce sites. The users had a success rate of only 64% in finding what they wanted. The report offers 29 design guidelines. Some highlights:

- Provide a clearly visible search box on every page
- Provide a simple search, with one search box and one search button
- Accept synonyms, spelling errors and variant forms of keywords typically used by customers
- Accommodate multiple-word input
- Always include search criteria, scope and items found in search results page
- Beware of long search result lists, as only few users look past page 2 of search results
- Take the users directly to the item when a search returns only one matching result
- On the "No results" page, make it clear why the search failed, allow the user to begin a new search, and provide alternative ways of locating products
- Support search for non-product terms

Links:

  • The 51 pages report Search ($49) Open link in new window

Henrik Olsen - October 09, 2002

See also: Tips and guidelines (95)  Search (27) 

 

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