How To Create Selling E-Commerce Websites, Vol. 2

How To Create Selling E-Commerce Websites, Vol. 2

With more and more people reaching out for their smartphones and tablets to shop online, mobile e-commerce is set to reach $86 billion by 2016 — a development that brings along entirely new demands on e-commerce websites. After our first e-commerce eBook was published four years ago, we wanted to take a fresh look at the challenges that crafting online shopping experiences bring along today, and equip you with the necessary know-how on how to deal with them effectively.


Along the way, our expert authors will guide you through the vital steps of planning a successful e-commerce website and explore the design decisions that have to be considered in order to achieve a pleasant and compelling user experience. We’ll also take a deeper look into the peculiarities of mobile e-commerce usability and cover tips on designing a better checkout process. Reducing abandoned shopping carts is also one of the topics that we’ll dig into. With real-life examples and insights into a large-scale usability study that dissects some of the biggest e-commerce websites out there, this eBook will prove to be a valuable and practical source for all your e-commerce needs.


  • How To Plan Your Next Mobile E-Commerce Website
    by Lawrence Howlett
  • Exploring Ten Fundamental Aspects Of M-Commerce Usability
    by Christian Holst
  • An E-Commerce Study: Guidelines For Better Navigation And Categories
    by Christian Holst
  • The Current State Of E-Commerce Search
    by Christian Holst
  • Better Product Pages: Turn Visitors Into Customers
    by Sabina Idler
  • Designing A Better Mobile Checkout Process
    by Derek Nelson
  • Creating A Client-Side Shopping Cart
    by Gabriele Romanato
  • Reducing Abandoned Shopping Carts In E-Commerce
    by Keir Whitaker

Technical Information

  • Formats: PDF, EPUB, Kindle (DRM-free)
  • Pages: 286
  • Language: English
  • Released: November 2014
  • Publisher: Smashing Magazine GmbH
  • ISBN (PDF): 978-3-945749-05-0
  • ISBN (EPUB): 978-3-945749-03-6
  • ISBN (KINDLE): 978-3-945749-04-3

Excerpt From Chapter 2

Exploring Ten Fundamental Aspects Of M-Commerce Usability — by Christian Holst

Everyone is talking about mobile. Some e-commerce websites are venturing into it. Mobile commerce (also known as “m-commerce”) has immense potential, exhibiting a 86% growth rate and hitting $25 billion in 2012 (set to reach $86 billion by 2016, according to eMarketer). […]

This is why we decided to invest the better part of a year at Baymard Institute to conduct a large-scale usability study focusing specifically on m-commerce (following the “think aloud” protocol). We set out to explore the entire mobile shopping experience, including users’ conceptual understanding of m-commerce websites and how users interact with form fields, category navigation, search, product pages, the checkout process, etc.

Excerpt From Chapter 8

Reducing Abandoned Shopping Carts In E-Commerce — by Keir Whitaker

In March 2014, the Baymard Institute, a web research company based in the UK, reported that 67.91% of online shopping carts are abandoned. An abandonment means that a customer has visited a website, browsed around, added one or more products to their cart and then left without completing their purchase. A month later in April 2014, Econsultancy stated that global retailers are losing $3 trillion (USD) in sales every year from abandoned carts.

Clearly, reducing the number of abandoned carts would lead to higher store revenue — the goal of every online retailer. The question then becomes how can we, as designers and developers, help convert these “warm leads” into paying customers for our clients?

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