Ecommerce User Experience Vol. 08: Wishlists, Gift Cards, and Gift Giving

If you’re running a business-to-consumer site without wishlists and gift cards, you’re giving up valuable business. And even if you have these features, you’re probably still not taking full advantage of them if your site is anything like those we tested. Gift buyers come to your site because someone they know likes to shop with you, not because they have an independent relationship with your site. The smallest glitch in the user experience can be fatal for these users.

This 148-page report contains 80 design recommendations based on our usability research. Discussions and 104 screenshot illustrations supplement the findings. Flow charts with wireframes feature our recommendations for process steps.

Topics

• User attitudes toward online gift giving
  • Fear of online gifting
  • The guilt and relief around gift certificates and wishlists
• Choosing gifts online; the steps involved and barriers at each step
  • The gift choice process
  • Finding a suitable item
  • Purchasing the item
  • Choosing gift options
  • The gift receipt and message for the recipient
  • Shipping to a different address
  • Confirming order and receipt
• Gift card Guidelines
  • Purchasing, Giving, Receiving and Redeeming
  • Advertising Gift cards on Your Site
  • Purchasing and Sending Gift Cards
  • Receiving E-Gift Cards
  • Redeeming Gift Cards
• Favorites and Wishlists Guidelines
  • Sharing the List
  • Notification Mail
  • Buying From a Wishlist

Research Method

The information in this report is based on research with representative users, using the following methods:

• One-on-one usability testing of 37 websites
• Field studies (We observed people shop in physical stores and add items to registries.)