Themes
Research organized by page types and UI components
Homepage, Category Taxonomy & Main Navigation
Homepage, category taxonomy, main navigation, and intermediary category pages.
On-Site Search
Users’ search behavior, needed search logic, search field design, auto-complete, and the results page.
Product Lists & Filtering
Product listings, list layout, filters, and sorting, for both search-results and category-based listing pages.
Product Page
Sizing, PDP layouts, image gallery, product variations, product descriptions, spec sheet, user reviews, Q&A, cross-sells, etc.
Cart & Checkout
Shopping cart, account sign-in, address fields, shipping & store pickup, payment methods, order review, form field design, labeling, and errors.
Accounts & Self-Service
The account menu and dashboard, order tracking, order returns, user management of stored addresses, cards, and newsletters.
Site-Wide Features & Navigation
Site-wide features, load performance, footers, touch optimization, etc.
Loyalty & Rewards
The UX guidelines that are most relevant for Loyalty programs, based on large-scale UX testing.
Accessibility
Accessibility guidelines based on the W3C’s WCAG compliance requirements, but specifically written and exemplified for ecommerce sites.
Platforms
Guidelines organized by device and platform type
Business Objectives
Guidelines mapped to key business outcomes
Increase Average Order Value
Decrease Return Rate & Cost of Returns
Encourage Repeat Visits and Orders
Personalization
Reduce Customer Service Inquiries
Improve Shipping Reliability
Decrease Cart Abandonment
Decrease Checkout Abandonment
Lower Bounce and Exit Rate
Improve Product Findability
Provide Social Proof
Enhance User Trust and Confidence
Enhance the Omnichannel Experience
Reduce Payment Failure Rate
Topic Guides
In-depth guides covering specific UX topics
User Review Submission Form
This guide presents the underlying principles driving the best practices for user review
Mobile Main Navigation
This guide covers how users try to interact with and navigate mobile navigation menus and how
Account Sign-Up Form
This guide covers principles for creating a sign-up form, ensuring the sign-up is presented to
Quantitative Insights
Data-driven insights from large-scale UX research
Checkout & Post-Purchase – #GC023
Frequent and Infrequent Shoppers Look for Return Policies in Similar Places
Awareness & Product Discovery – #GC025
Sales and Deals Is the Most Appealing Way to Highlight Products
Checkout & Post-Purchase – #GC055
Some Users Say They Will Never Return after a Negative Returns Experience