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Ecom International Users

A single click can take you to a site on another continent, and a business can attract customers from many countries. Most computer companies and many large corporations have a significant percentage of their sales overseas. The World Wide Web presents a unique opportunity for small, local companies.

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Ecom International Users

Uploaded by

Ioana Guica

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Download as PDF, TXT or read online on Scribd

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E-COMMERCE USER EXPERIENCE

International Users
Ultimately, the best way to improve your sites international usability is to make it more usable in its native country.
Jakob Nielsen Rolf Molich Carolyn Snyder Susan Farrell

Copyright Nielsen Norman Group. All rights reserved worldwide.

Executive Summary
They dont call it the World Wide Web for nothing. A single click can take you to a site on another continent, and a business can attract customers from many countries. The unprecedented international exposure afforded by the Web increases the site designers responsibility for ensuring international usability. International use is not a new phenomenon: Most computer companies and many large corporations have a significant percentage of their sales overseas. The World Wide Web presents a unique opportunity for small, local companies. The websites of such local companies can provide fierce competition to foreign websites. Local companies have the tremendous advantage of knowing their local customers better than any foreign company can. In several cases, our Danish users compared the US websites we tested to similar Danish websites. Their message was that the US websites were just not getting it right. As far as we could see, the problems were indeed irritating but quite simple to correct. Were the Danish participants able to use these e-commerce sites designed by and for North Americans? To answer this question we ran three to five usability tests with Danish users for each of the 20 US e-commerce websites we tested. We then systematically examined the main findings from an international perspective. Our users helped us to find a wide assortment of international usability issues that arose from differences in language, dates, addresses, pricing, and delivery options. US site designers would do well to learn how to design for an international audience. However, when it comes to online shopping online in general, American and Danish users are more alike than different. We did not find that Danish users navigate, investigate products, or make their decisions in any fundamentally different way than their US counterparts. Sure, we saw problems unique to Danish users, but largely the same set of usability problems showed up on both sides of the Atlantic. This similarity in behavior implies that its unnecessary to design US websites differently for other countries, in particular, European countries. Of course, site designers must consider the issues of language, dates, addresses, and other foreign conventions, which are big enough challenges in themselves. But ultimately, the best way to improve your sites international usability is to make it more usable in its native country. Denmark and the United States have a great deal of cultural similarity. Both nations are affluent, literate, and socially progressive compared to other parts of the world. Also, intense cultural exchange between Europe and America has existed for several centuries. Therefore, we would expect usability studies to find greater differences than reported here when testing US sites with Asian users, for example. Are approximately 70 usability tests with 25 Danish users representative enough to draw conclusions for the very heterogeneous mass of non-US users in the world? We dont know for sure, because we havent conducted similar usability testing in Southern Europe, Australia, Mexico, Russia, Asia, Africa, and lands beyond, yet. We do know, however, that our study has replicated most of the specific results reported by other sources. In addition, we believe we have discovered several other important findings we have not seen reported elsewhere.

Nielsen Norman Group E-Commerce User Experience International Users . http://www.nngroup.com/reports/ecommerce Copyright Nielsen Norman Group. All rights reserved worldwide. We priced this report reasonably so you can afford your own. Please buy it instead of copying.

Index

References

About the Authors

Reports in This Series

Summary of Recommendations for Designers

Four Mistakes to Avoid

International Usability Tests

Cultural Differences

Checkout

Use of Language

Product Information

Show Where You Ship

International vs. Localized Websites

Sites We Tested

About the Study Overview of Method

Executive Summary

Table of Contents

Special Days

Telephone Charges

Telephone Numbers

State / Province

Name and Address

Time

Dates

Numbers

Character Set

Shopping Terms

Product Descriptions

Measures

Superficial Localization

47 45 44 43 40 36 28 23 15 38 38 31 30 28 27 26 25 24 20 42 23 39 6 4 8 5 2 7

About the Study Overview of Method

An international team of five usability experts led by Jakob Nielsen conducted usability tests of 20 business-to-consumer e-commerce websites. A total of 64 users participated: 39 from the United States and 25 from Denmark, giving us data about both domestic users (19 of 20 sites were American) and overseas users. Users ranged in age from their twenties to their fifties. All users had previously shopped online and most had made purchases; however, we screened out participants who had technical knowledge of the Web. The typical user tested three of our 20 selected sites in a test session lasting two hours. Each site was tested by a minimum of nine users, six from the US and three from Denmark. We chose sites in seven different industries (such as clothing and toys) so that within each industry we had two or three sites for comparison. Each user spent about 40 minutes on each site. We supplied the tasks, which were modeled on common goals of users during online shopping. Most tasks either asked the user to find a specific item that we knew existed on the site or were more open-ended, allowing users freedom to shop according to their own preferences. In most cases, we stopped the users before they entered a credit card number, so they did not actually complete the purchase. We also had a short task for each site where we asked users to find customer service information, such as how to cancel an order or return an item. A highly experienced facilitator sat in the same room with the user, providing instructions to the user and taking notes. We asked users to think aloud as they worked. Our Methodology report provides greater detail about how we conducted this study, including copies of all the tasks.

Sites We Tested
Category Clothing Site name Boo (www.boo.com) Jcrew (www.jcrew.com) NorwaySweaters (www.norwaysweaters.com) Nordstrom (www.nordstrom.com) Sears (www.sears.com) Wal-Mart (www.walmart.com) 1800flowers (www.1800flowers.com) Iflorist (www.iflorist.com) BasketHaus (www.baskethaus.com) Gevalia (www.gevalia.com) Peets (www.peets.com) Furniture (www.furniture.com) HermanMiller (www.hermanmiller.com) Living (www.living.com) CustomDisc (www.customdisc.com) Reel (www.reel.com) TowerRecords (www.towerrecords.com) Disney (www.disney.com) eToys (www.etoys.com) SmarterKids (www.smarterkids.com) Main products offered Fashion and sportswear for men and women Clothing for men and women Sweaters in traditional Norwegian patterns Apparel, shoes and accessories for men, women Tools, appliances, and home services Discount department store Flowers, gourmet foods, candies and gift baskets Flowers and plants Custom gift baskets that include foods and novelties Specialty coffee, tea, brewing equipment, desserts, and glassware Freshly roasted whole bean specialty coffee Furniture and accessories for the home Office, healthcare, and residential furniture Furniture and accessories for the home Custom music CDs containing songs chosen by the user Videos and DVDs Music CDs, videos and DVDs Clothing, toys, collectibles, etc. featuring Walt Disney characters Toys, books, software, videos and games for children Educational toys, books, software, videos and games for children

Department Stores

Flowers

Food Novelties

Furniture

Entertainment Media

Toys

International vs. Localized Websites

Ten of the 20 websites we tested sold products to customers outside the US. The rest catered only to US customers. Nine websites were international and one (boo.com) was localized. A localized website appears as though it were originally developed in the target language. The language, the culture, and general business issues of the original website are adapted to the local (national) market. Simply translating the text on a website is superficial localization. Perfect localization of a website requires not only translation but also replacement of original US product selections, names, specifications, prices, and business practices with those of the target countrys market. An international website is adapted to the global market. It appears as a US website but has been changed and extended in subtle ways that ideally make it usable in other parts of the world. For example, the website shows where it ships its merchandise; checkout and registration procedures cater to international users; and the language is a simplified form of English, suitable for people who know English but do not use it as their primary language. One language does not necessarily correspond to one national market. The German language is used on German, Austrian, and some Swiss websites, for example. A careful analysis may be required to determine whether one, two, or even three different localized websites will be required to serve these three countries. The table below shows how easy or difficult it was for users to find out where each website would ship goods and where that information was found. Even when a site did ship to Denmark, it was not necessarily easy for Danish users to realize it.

Ease of Finding International Shipping Information Website Type Easy to find? Yes Yes Yes Yes No No No No No Yes Yes Yes No No No No No No No No Where the site revealed which countries it serves Home page International Orders Help Do you ship internationally? FAQ #16 Customer Service International Contradictory * Help Shipping and Handling Disney Store Guest Services Shipping Information Order form (not in Customer Service or Search) Billing information page lets you select country Localized version. Users were never in doubt Customer service International orders Shipping page during checkout Shipping options Shipping Charges, Learn More Shipping form: Shipping country is USA (unchangeable) Help Shipping, International orders Shipping form: Shipping country is United States (unchangeable) Customer Service FAQ #12 Shipping form: Shipping country is United States (unchangeable) Shop Online Customer Service FAQ #1 Shipping form: Impossible to specify country in shipping address

BasketHaus.com Iflorist.com SmarterKids.com TowerRecords.com 1800flowers.com CustomDisc.com Disney.com Peets.com Reel.com Boo.com Jcrew.com NorwaySweaters.com eToys.com Gevalia.com Nordstrom.com Sears.com Wal-Mart.com Furniture.com HermanMiller.com Living.com

International International International International International International International International International Localized US National US National US National US National US National US National US National US National US National US National

*The 1800flowers case is discussed under the guideline: Explicitly list all countries to which you ship, later in this report.

Superficial Localization Skillful localization depends on a keen understanding of your intended audience. Boo was a superficially localized website. Localization there consisted mostly of simple translation. Boos shipping information page was more difficult for our users than were similar pages on some of the websites that were not localized. For example, the State field confused users. In the US, the State and ZIP Code fields belong together (State ZIP Code). In most European countries, the Postal Code and the City fields belong together (Postal Code City).

On Boos Danish shipping information page, the separation of the city and postal code fields confused our Danish users. Boo used the US layout for Danish customers. In Column 1, from top to bottom, the fields were: First Name, Last Name, Company, Address, Address, City. In Column 2, the fields were: Country, State (only USA / Canada), Postal Code, Telephone Number. IU1

Show Where You Ship

Our Danish users fell into two groups: Inexperienced users They had never shopped on a non-Danish site. At first, these users did not suspect possible delivery problems. These problems appeared only when the users had collected the products they wanted to buy and attempted to specify their shipping address during checkout.
Nielsen Norman Group E-Commerce User Experience International Users . http://www.nngroup.com/reports/ecommerce Copyright Nielsen Norman Group. All rights reserved worldwide. We priced this report reasonably so you can afford your own. Please buy it instead of copying.

Experienced users They had previously shopped on non-Danish sites and knew that many US websites dont ship outside the continental US. These veteran users started by looking for information about shipment even before they looked at the merchandise.

Place international shipping information where inexperienced users will notice it.
Danish inexperienced users invariably followed the same procedure when shopping on a website, regardless of whether the website shipped outside the US or not: 1. They located the desired products and put them in the shopping cart. None of them looked for or noticed shipping restrictions. 2. They attempted to check out. When they tried to specify a shipping address, they ran into problems if the website did not ship to countries outside the US. These inexperienced users got irritated when they encountered the shipping information pages: On eToys: It would have been nice if they had told me this a bit earlier! On Jcrew: They could have said this right from the start. On 1800flowers: Its a bit late to find out that they dont ship to Denmark. (Actually, 1800flowers does ship to Denmark, but it isnt easy to figure out how. See the discussion under the guideline Explicitly list all countries to which you ship in this report.) On Jcrew: A user wanted to send an e-mail asking whether they would ship to Denmark anyway. In many cases, users found out a website did not ship to Denmark when they realized the only choices for Country on the shipping address form were USA and possibly Canada. Some users were so convinced the website would ship to Denmark, however, that they attempted to overwrite even this noneditable information. On Jcrew, a user attempted to write Denmark in the State form field. He also typed in his Danish postal code (2100) in the ZIP Code field. The Nordstrom Shipping page does not contain a Country field. Danish users attempted to locate Denmark in the state selection list. When they were unsuccessful, they tried to type Denmark in the State selection list. On HermanMiller, users attempted to make their European address fit into the data entry fields provided. One user selected State=DE, which she thought represented Denmark. The website did not explain the code DE. (DE is an abbreviation for the US state Delaware.) She was a bit worried, because the code DE differed from the ordinary country code for Denmark, which is DK. The idea that HermanMiller would not ship to Denmark occurred to her only after much searching. She eventually found the information that HermanMiller does not ship outside the US in the fine print at the bottom of the shopping cart page. Tip: Show the shipping restrictions on the home page. If your site serves only a national market, state that clearly from the beginning. Tip: Ask for the users ZIP Code or country as soon as the user has selected a product. Explain you need this information to compute shipping cost. If you dont ship to the specified country, provide a helpful message see the examples in Images IU3 and IU4.
Nielsen Norman Group E-Commerce User Experience International Users . http://www.nngroup.com/reports/ecommerce Copyright Nielsen Norman Group. All rights reserved worldwide. We priced this report reasonably so you can afford your own. Please buy it instead of copying. 9

Tip: Repeat any shipping restrictions on the shipping information page. Dont just write Country: United States as Sears did on its Secure Check Out page, below. Instead, write: Country: United States (Other Countries) and provide a link to a helpful message when a user clicks Other Countries. Otherwise, users will try to change the fixed text. Some of our users highlighted the unwanted text and pressed the Delete key, or they attempted to type text in a selection list box. When these attempts failed, some of our users slowly started to realize they had a problem: It seems that I cant buy anything if Im from Europe. Others concluded you had to use a special procedure for delivery outside the US and started looking in vain for that procedure.

In several cases, our Danish users tried to modify non-editable text, like Country: United States, on Sears. IU2

On eToys shipping address page, the first information on the page told users that products could be shipped only to US and Canadian addresses. IU3

Place international shipping information where experienced users look for it.
Experienced Danish users knew many US websites dont ship outside the continental US. These users started site exploration by looking for information about shipment restrictions. Some users even put a dummy product in the shopping cart so they could access the shipping information page as early as possible. Experienced users looked in the following places (most frequently searched pages listed first): 1. Customer Service 2. Home page 3. Shipping Information (during checkout) 4. FAQ 5. About Us. Experienced users looked to see if Denmark was available in the country selection list on the shipping information page. If there was no country selection list, they looked in the state selection list. None of our Danish users looked in Help for shipping information. As one user said, Help is technical stuff. Five of our 25 Danish users did consult Help at some point during their tests, Surprisingly, 23 of our 39 US users went to Help one or more times during their tests. In roughly half the cases, Help provided an appropriate answer to users questions. Only a few users looked at the About Us pages for international shipping information.
Nielsen Norman Group E-Commerce User Experience International Users . http://www.nngroup.com/reports/ecommerce Copyright Nielsen Norman Group. All rights reserved worldwide. We priced this report reasonably so you can afford your own. Please buy it instead of copying. 11

An example: Experienced users started their work on Reel by checking to see if Denmark was on the list of countries Reel ships to. As one user explained, I want to check this right away, because I have wasted some time on other websites, where late in the process I found out that they do not ship outside the US. After a while, experienced users found the information on the Billing page, where the country selection list included Denmark. This information should have been on the home page, complained one user. Tip: Put the shipping information, or a very noticeable link to the information, on the customer service page, the home page, and the shipping information page. Dont expect users to notice shipping information in unexpected places like the shopping cart (but it wouldnt hurt to put a link there). Tip: Include information about countries you ship to, even if there are no restrictions. If you ship all over the world, state that clearly. Tip: Place shipping restrictions no farther than two very noticeable links from the home page. The following link sequence works well: Home > Customer Service > International Shipping. This sequence works even better: Home > Where do we deliver? On NorwaySweaters, international shipping information was easy to find. Users simply clicked the Shipping link on the home page. The shipping page clearly stated, We are unable to export our sweaters outside the US. A typical reaction was Well, then I better get out of here. This is a good thing for users to say they understood they shouldnt spend any more time on this site.

Danish users wasted little time on NorwaySweaters after they read this easy-to-find Shipping & Handling page. IU4

Peets unsuccessfully tried to inform its users about shipping restrictions, but our users did not notice the shipping information near the bottom of the shopping cart. IU5

Tip: Make sure the words international and shipping stand out. Most of our users looked for these two keywords. At Peets, the shipping restrictions were shown in the shopping cart, where users did not expect to find them. In addition, the word international did not stand out. The result: Our users did not notice the restrictions. The first clause of a sentence should let people know whether the rest of the sentence pertains to them. Wed revise the Peets text to make the international information stand out: International orders, overnight delivery, and please call us at .
Nielsen Norman Group E-Commerce User Experience International Users . http://www.nngroup.com/reports/ecommerce Copyright Nielsen Norman Group. All rights reserved worldwide. We priced this report reasonably so you can afford your own. Please buy it instead of copying. 13

Offer alternatives if you dont ship abroad.

Presenting a clear, very noticeable message about shipping restrictions is good. Telling users where and how they can buy your merchandise through other channels is even better: HermanMiller provided links to international partners that carried their products. eToys offered its international customers a link to its subsidiary in the United Kingdom. Tip: Provide links to international partners who carry similar products. Tip: Provide links to subsidiaries that serve the users country.

HermanMiller provided links to international partners that carry their products. IU6

Tip: Make sure the website you link to will actually meet your users needs. If you refer the user to another website, clearly indicate any unusual restrictions that might apply to that site. One of our users on eToys had already put products in his shopping cart when he found out eToys ships products only to US and Canadian addresses. He noticed the link, www.eToys.co.uk, for shipments to the United Kingdom. His reaction: Oh, no, I have to start all over again! (See Image IU3.) Sometimes, a link is not enough. The user suggested he should be able to transfer his shopping cart to the UK website. Although this is an excellent suggestion, neither eToys nor any other website we know will let you perform this kind of shopping cart transfer yet.
Nielsen Norman Group E-Commerce User Experience International Users . http://www.nngroup.com/reports/ecommerce Copyright Nielsen Norman Group. All rights reserved worldwide. We priced this report reasonably so you can afford your own. Please buy it instead of copying. 14

All Danish users assumed the eToys.co.uk website would ship to other European countries, including Denmark. This assumption was incorrect, but the users never found out, because they did not try to place the order on the UK website.

Show both where you ship and where you bill.

Although many of the websites we tested offered appropriate information about countries they ship to, few offered information about countries they bill to. Several of our users wanted to know, Well, even if they dont ship to Denmark, will they accept orders from Denmark to a US shipping address?

Product Information
Many companies offer significantly different products to each country they serve. The Mercedes-Benz main website (www.mercedes-benz.com) shows cars not for sale outside of Germany, for example.

If different models, prices, or procedures apply in different countries, make that clear.
We didnt notice many violations of this guideline and have included it here mainly for completeness. In most cases, the product selection turned out to be adequate for the Danish users in our tests. We did record one comment, however, about missing products. A CustomDisc user noted, These are all Billboard songs. There are no Danish songs. One of our users remarked that many of the movies displayed on Reels home page were unknown in Denmark. US movies on videotape are released in Denmark several months after they are released in the US. Most of the brand new video titles on the Reels home page might not yet be known to the international audience.

Warn about potential technical and legal problems with products.

Some US products may not work outside the US. A website must warn its international customers as early as possible about possible compatibility problems. Reels Format Notice (below) is a good example of fair warning. Our users encountered several technical compatibility problems: US DVDs and videos may not play on European players because of protection codes and incompatible formats. US appliances that require 110V, 60 Hz may not work in Europe where the current is most often 220V, 50Hz. Few cellular phones will work in both Europe and the US. Other US products might work outside the US, but owning or using them might be illegal. We didnt notice any problems in this study, but from personal experience, we know it can be illegal to ship plant or animal products to other countries due to agricultural import restrictions. Tip: Set up important warnings as interactive barriers so users cannot overlook them. Reel wanted to warn and educate their international customers about potential videotape format incompatibilities. Users were required to confirm having read the warning message by checking the checkbox near the bottom of the page. They were not allowed to proceed with their orders until they had
Nielsen Norman Group E-Commerce User Experience International Users . http://www.nngroup.com/reports/ecommerce Copyright Nielsen Norman Group. All rights reserved worldwide. We priced this report reasonably so you can afford your own. Please buy it instead of copying. 15

checked the box. This warning method worked well, although our users said this important information should have been shown earlier in the process. Dont hide important warnings. On TowerRecords, two Danish users managed to complete their orders. Neither of them noticed the cryptic warning that appeared in a small grayish font near the end of each video description: Non U.S. residents: please note that our videos are in NTSC format. We do not offer PAL or SECAM. Tip: Make sure warnings are correct. You might need advice from local experts to provide correct warnings. If parts of a warning are incorrect, users may distrust the entire warning, even if the main part is accurate (Image IU7). As well designed as it was, Reels International Format Notice contained incorrect information. Many newer European players actually can play US NTSC videos without problems, but the picture quality is lower than for European PAL videos. The information, Movies on Reels site have a PAL button option, in the International Format Notice appeared to be wrong. We were unable to locate a PAL button option on any movie titles, and a Reel customer service representative could not point one out either.

Our users appreciated this incompatibility warning from Reel, but they wished Reel had shown this message much earlier in the shopping process. IU7

Tip: Make sure warnings are easy to understand. All our Danish users of CustomDisc (and a couple of Americans as well) wondered why US and Canadian flags sometimes appeared with the song tracks in the shopping cart. Several users tried to click the flags but nothing happened. The flags appeared only in the shopping cart not in the search results. Several steps (and several minutes) later, all users encountered the error message: Your custom disc contains songs that cannot be shipped outside the US. Click here to update the contents of your custom disc. The users understood the meaning of the message, but they were irritated that the website had not told them
Nielsen Norman Group E-Commerce User Experience International Users . http://www.nngroup.com/reports/ecommerce Copyright Nielsen Norman Group. All rights reserved worldwide. We priced this report reasonably so you can afford your own. Please buy it instead of copying. 16

about this restriction earlier. In real life I would have stopped at this point, said one user. Its my fault. I should have clicked those flags, said another. Clicking the flags, however, would not have worked. Only by chance, one user discovered that when the mouse rested (hovered) for about two seconds over a flag, a message appeared: cannot be shipped outside U.S. or Canada. By not making the flags clickable, CustomDisc failed to present important information to users in a way they expected.

Users on CustomDisc did not understand the warning symbolized by the US and Canadian flags. They tried to click the flags to get an explanation but nothing happened. IU8

Tip: Address technical incompatibilities in your FAQ. Tip: Get the legal department involved early. Site design changes may be required to accommodate legal issues. Consult a professional early in the design process.

Show all additional costs, especially shipping costs, as soon as possible.

If you are unable to compute the exact total, tell users about potential extra costs and where they can get precise information. Danish users worried about additional costs, which they perceived as hidden costs: Jcrew: The price applies within the US. They will add all sorts of different things. NorwaySweaters: Tax should have been included in the price. Thats what we are used to. Everything else is cheating. (This user referred to Danish law that requires Danish stores to display product prices, including sales tax. If a store displays a price without sales tax, the store must sell the product to the customer at the price shown, and the store must pay the sales tax.) SmarterKids: A user feared the products would be even more expensive if he had to pay tax and duty. He said it was impossible to figure out how much the actual cost for him would be. Tip: Show non-US costs. Specifically, our Danish users were concerned about these costs: US sales tax (state sales tax) Local sales tax (Danish sales tax) Duty International shipping charges.
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None of the sites we tested (and no other sites we know) warned users they might have to pay duty and local sales tax. One of our users, who was an experienced Web shopper, told us he would never order a gift shipped directly to the recipient. He had previously bought toys for himself and had received a call from the customs authorities demanding duty. He did not want to expose a gift recipient to demands for money from the government. Tip: State clearly that international customers do not have to pay US sales tax. Danish users didnt understand the rules for US sales tax, which isnt surprising, because some of our US users had problems understanding sales tax rules, too. In addition to US sales tax, Danish users did not know whether Danish sales tax would be added to orders shipped to a Danish address. (For more on sales tax, see our report on Selling Strategies.) NorwaySweaters: I think the tax varies from state to state. I dont know what this will cost me. Furniture: [The website says] Massachusetts residents pay 5% sales tax, but what if I live outside Massachusetts? Iflorist: A user wondered about this tax notice: State tax: Added to Minnesota orders only. She was bewildered by this irrelevant information, because she had already specified the order was for delivery in Denmark. Tip: Explain that international customers might have to pay local sales tax in their own country. Consider showing how much the customers local sales tax would be. Tip: Support one-click or two-click access to information about additional costs. In our tests, experienced Web shoppers from both countries always checked a new site for shipping costs and any other unpleasant surprises. They searched in this sequence: Home > Customer Service > Shipping Costs. Tip: Support this link trail: Home > Customer Service > Shipping Costs. Consult our Selling Strategies and Checkout & Registration reports for more shipping cost strategies.

Consider offering a built-in currency converter.

Some internationalized websites feature a built-in currency converter. The user can specify a currency, and all prices are then shown in that currency. If you choose to offer access to currency conversion, make it perfectly clear whether the converted price is legally binding, or if it is provided for information / estimation purposes only. Most of our users knew one US dollar corresponded approximately to seven Danish kroner at the time of testing. Only one of our Danish users had problems converting US dollars into Danish kroner. Iflorist: Upon seeing the total amount of $44.95, the user wondered, How much is a dollar? About seven [Danish kroner]? The user was right, but a currency converter would have been useful.

Beauty Spa (www.beautyspa.co.nz) provided an external link to a currency conversion site (www.xe.net/cgi-bin/ucc/convert), but users were required to type in the price themselves. IU9

The majority of internationalized e-commerce sites outsource their currency conversion. For instance, Beauty Spa (not a site we tested in this study) linked to the Xenon Laboratories Currency Converter. Note that the price on the Beauty Spa product page did not transfer to the currency converter, although such a transfer is technically possible. Tip: Use the keywords currency converter on any major search engine to find companies that offer currency conversion services.
Nielsen Norman Group E-Commerce User Experience International Users . http://www.nngroup.com/reports/ecommerce Copyright Nielsen Norman Group. All rights reserved worldwide. We priced this report reasonably so you can afford your own. Please buy it instead of copying. 19

Measures Measures caused problems. Most Danish users were unable to convert US measures to the metric system. The problems mainly fell in three areas: Weight Capacity Size. We did not test a site that dealt in temperatures. We would expect confusion, however, between the US Fahrenheit scale and the Celsius scale used in many other countries, including Denmark. Weight None of our users knew a US pound is 0.454 kilograms. More than half of the Danish users didnt recognize the abbreviation lb. for pound.

Provide translation of measures to and from metric units.

A Danish user tried to buy coffee from Peets. She was uncertain about the meaning of lb., so she typed in 2 kg (two kilograms) in the Qty (quantity) box. Then she clicked the Buy Now button. The website did not react. She thought the website had understood her request, but she was unable to complete the purchase.

A user could not complete a purchase from Peets because the site did not respond when she typed a metric unit in the Qty form field. IU10

Tip: Set up measure form fields to respond with a helpful error message when a user inputs unexpected values. Capacity Capacity measures, such as cubic feet, were difficult even for US users. All our users had trouble figuring out how much food would fit inside a microwave. The Product Comparison page on Sears (below) prompted these comments from the Danish users: I dont understand the abbreviations and measures. Inches? I dont recall how much it is. These are difficult concepts for a European.

This Product Comparison page on Sears was of no help to any of our users in figuring out how much food would fit inside these microwaves. IU11

Size Although most Danish users knew an inch is a US length measure, just a few knew an inch corresponds to 2.54 centimeters in the metric system. Even those who knew the conversion formula found it hard to multiply by 2.54 to get an idea of a size in a familiar unit of measure. A Danish user was unable to choose the correct size of a ring on Nordstrom. These sizes dont mean anything to me, complained the user. Are sizes shown in inches?

A Danish user was unable to understand the ring sizes on Nordstrom. IU12

Size codes for clothing vary from country to country. Even within Europe, the size codes vary. US size codes are largely unknown in Europe, and information on how to convert size codes is not readily available. As one Danish user put it: Even if I could choose a size it would be of little use since the Americans have their own size codes. This makes it difficult to order. Only Jcrew gave our Danish users a size range (for a jacket) they could understand immediately (M, L, and XL): Oh, good! The sizes are comprehensible! None of the Danish users understood the size codes M and HM for shoes on Jcrew, however.

Danish users had no idea how to pick a shoe size on Jcrew. IU13
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Use of Language
Some users of any website speak a primary language other than the one the website is presented in. Many people get by with a working vocabulary of 200 1,500 words in their secondary language(s). Site designers and developers must make an active effort to accommodate users with limited vocabularies. Designers of English-language websites can make sites easier for international users by carefully choosing the words they use.

Write all text in EASL (English As a Second Language).

Avoid the following language elements on international websites: Words with multiple meanings Basket (Iflorist) Abbreviations MI for middle initial (HermanMiller) and US state abbreviations Colloquial expressions DVDs that deliver the most Bang for your Buck! (Reel); Wrap up your search for the perfect gift with GiftFinder! (Wal-Mart) Acronyms FAQ, Q&A (1800flowers) Jargon French press (Gevalia) Humor Luv songs (CustomDisc). Not all humor translates from culture to culture. Avoid puns. Slang, or language that is too informal Hey you! Take a break. Were not asking you to write a book. Try a name of 4 to 10 characters. (Boo) New words Greeter (Wal-Mart), Tool Answer Man (Sears), Pooh Gram (Disney) Culturally dependent phrases, for instance, phrases from popular commercials, TV series, cartoons, or songs Tools that rule (Sears). Some companies use Simplified English to communicate with EASL users (see world-ready.com/r_intl.htm#esl). Product Descriptions Users are hesitant to buy products when they dont understand the product description. In some cases, single words or phrases caused difficulties. Many of our Danish users had a limited knowledge of English. They looked for pictures and simple terms they could recognize and use as input to the search engine. For example, one user tried track when searching for something that Hot Wheels cars would run on. A user on the HermanMiller furniture site didnt understand the word lumbar, as in lumbar support (in a description of a chair). On Sears, a user did not understand several of the category names on the home page: Around the house that sounds like an overview of the site, and Under the hood I dont understand that. EASL users would find Home and lifestyle and Car and garage simpler to understand. On Wal-Mart, we asked users to search for a suitable car seat for a baby. One of our users searched for: Child Seat, Childrens Seat, Child Restraints, and Child restraints. The user finally complained, These are commonly used terms! and gave up. The Wal-Mart website recognized only the word kid, not child.
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Two other users on Wal-Mart were also unable to find a car seat for a baby, because they did not know the US term for it. They said they would be able to recognize the right word if they saw it. On Reel, two users were not sure what a DVD was. One of them ordered a DVD anyway, thinking it was some sort of videotape. One of our Danish users on Peets knew what a coffee press pot is called in Danish. He was unsure, however, what to call it in English (French press). The test facilitator provided a translation so he could continue. We would classify French press as jargon. On SmarterKids, one of our users was shopping for a gift for a 10-year-old child. The website expected the user to select the appropriate school gradelevel. Ten years old, what grade are you in? the user wondered. After a while, the user chose Grades 46. Several users of Reel were severely limited in their selection of a suitable video. They did not know the US title of a video, although they knew the Danish title. One user shopped for the video Seven, because it was one of the few Englishtitle videos she knew. Tip: Consider a translation facility for song, film, and video titles. The translation facility could be built into the search engine, so the user could choose a search language. Shopping Terms Even more problems surfaced with terms related to shopping. Some of our US users also had problems understanding specialized terms used in e-commerce.

Provide a glossary for both product and shopping terms.

In particular, the phrase check out caused problems. On HermanMiller, two users didnt understand the words check out. One of them asked, Does it mean the same as drop out? That is, delete item or delete shopping cart? On 1800flowers, a user declared: Checkout is a silly name. You might get the impression that you leave the shop without buying anything. Order would be better. On Reel, users also misunderstood the term check out. Some users simply didnt understand the phrase. Others thought it meant to search, as in Check it out. Still others thought it meant leave, assuming it was the opposite of check in. One user clicked Continue Shopping when he wanted to check out. Most of our users eventually managed to solve the check out problem by themselves. They employed the time-consuming process of elimination: There must be a way to buy the items I have in the shopping cart. I have tried all buttons and links, except Check Out, so I will have to try that one. Tip: Provide a How to Buy topic in customer service. About one third of the Danish users had trouble with the words check out. Pay Now might work better, but we havent tested it. Tip: Use synonyms in definitions and explanations. On Reel, the explanation of the word checkout referred to itself: To begin the checkout process, click on the Checkout Now button. It would have been better to say something like, To pay, click the Checkout Now button.
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Danish users of Reels Shopping Cart did not understand the term checkout and they could not figure out what it meant from the context, because the term referred to itself. IU14

Other EASL examples: On Living, a user did not understand the terms white sale and clearance on the home page. On Reel, a user did not understand what a clam shell package is, so he did not order this product (even though it was the product he was looking for). The same user thought pre-order meant currently not in stock. The site lacked an explanation of pre-order, which confused users in the US as well. Several users on several websites said they did not know what UPS meant. (United Parcel Service is a delivery service based in the US. It is not affiliated with the United States Postal Service.) On Peets, a user asked, What does Add to cart mean? The user was unsure about the meaning of the word cart. The user tried to look up cart in the websites glossary but did not find it (it isnt there). A final anecdote: During registration, a user of Reel said he assumed the password had to make sense in English. He first tried the password Babe, which the site did not accept because it was too short. The user then chose Movie. An example might have helped. Character Set The English character set (alphabet) contains 26 letters. The Danish character set contains the same 26 letters plus three more letters (, and ). Most European languages have their own character sets, which all have more letters than the English alphabet.

These additional characters sometimes cause problems when users type them on e-commerce sites. A user of Disney typed his first name as Jrgen, which includes the special Danish letter . In the shipping summary, his first name displayed as Jxrgen. Most of our Danish users were aware of the character problem some sites have, so they typed the unofficial English equivalents of the Danish characters (ae for , oe for , and aa for ) without voicing any complaints. In most European countries, such equivalents are available and known to many people. Other users, however, considered it demeaning to distort their names or addresses to fit the requirements of a limited-character website. They tried to input the correct, national spelling of their names and addresses, but some websites mangled their entries. These users accepted the distortions with resignation and no inflammatory comments. Some of the websites we tested accepted Danish characters without problems. Tip: Handle international character sets correctly. Character set and national conventions also affect alphabetical sorting. Tip: If you decide not to support international character sets, inform the user as soon as possible when characters the user enters are not supported by your website. Weve seen users in other tests become upset when they registered their personal information using national characters early in the shopping process, only to find out during checkout that the website refused to accept the errors in their entries. Numbers In Europe, decimal points are often shown as decimal commas. For example, 4,500 (or 4,5) means four and a half. Thousand separators are points instead of commas, for example 2.500 means two thousand five hundred (and not two and a half). As you might imagine, this ambiguity could cause rather serious misunderstandings. We didnt find any number interpretation problems in the current study. We know from other studies, however, that decimal conventions can cause serious confusion, even on European websites used by Europeans. So, if a user inputs 200,00, the user is probably European and means two hundred (the comma is a decimal comma). If a user inputs 200,000, this user is probably from the US and means two hundred thousand (the comma is a thousand separator). Both 4,500,000 and 4.500.000 are probably unambiguous, as are 4.750,25 and 4,750.25. In many cases, however, you just cant be sure it could be a typo. Tip: Ask the user if there is doubt about the interpretation of a number containing dots or commas. Please avoid unhelpful, inhuman error messages like illegal number.

Dates The US way of showing dates (month-day-year) is not widely used in Europe, where dates are normally shown as day-month-year (and sometimes year-monthday). Although many Europeans are aware of the US date convention, some of our Danish users misinterpreted dates during our tests. On TowerRecords, two users entered their birthdays in the Danish format, dd/mm/yy, instead of mm/dd/yy, as requested by the website. The website accepted one of the dates, 17/05/67, even though it was clearly wrong. Jcrew informed one of our users that a jacket could be shipped 02/11/2000. The user read the date as 2 November 2000, not as February 11, 2000. On Nordstrom, when several users tried to order temporarily unavailable products, they encountered this message: The item you have selected is available to ship on 2/15/00. The users were puzzled at first by the date format, but they figured out it had to mean February 15, 2000.

International differences in how dates are displayed can cause confusion. If this product from Nordstrom had been available just four days earlier, the date would have been shown as 2/11/2000, which most Danish users would have interpreted as 2 November 2000. IU15

Tip: Provide separate input fields for day, month, and year label each field explicitly. Use the labels Month, Day, and Year. Avoid abbreviations like mm/dd/yyyy. Many people do not understand that mm means month written as two digits. Tip: Consider showing the month in text form. The only widely used, clear way to differentiate between day and month is to spell out the month name. For example, neither 2 Nov 2005 nor 11 Feb 2005 can be misinterpreted. As a bonus, this date format doesnt need punctuation. Time In Europe, the 24-hour clock is customary. European users might not understand, or might be confused by, the abbreviations am and pm. We do not have any simple solution for this time problem, because writing 15.13 instead of 3:13 pm could confuse US users. We did not encounter any problems in time translation during our study, possibly because the time of day was not relevant for most of our tasks. On Iflorist, a user did not understand the abbreviation CST in: Next business day delivery is available to most areas for orders received by 11 AM CST. The most common time zone abbreviations referred to in the US are EST (Eastern Standard Time) and PST (Pacific Standard Time). CST (Central Standard Time) and MST (Mountain Standard Time) are mentioned less often outside their regions. One Danish user noticed the difference between the time on the receipt (10:23:49) and the actual, local time (19:23:49). A possible solution to the time zone issue could be to use GMT (Greenwich Mean Time), but few US and European users understand GMT. Another potential solution would be to translate the time into local times in a few major locations. For example, the press conference starts at 1:00 pm in New York (GMT 5), corresponding to 19:00 in Paris (GMT +1), and 3:00 (GMT + 9) the next day in Tokyo. The best solution might be to have the site determine the users local time zone from the users browser, postal code, or country, but we dont know of any sites that provide local time information to users yet.

Checkout
Many problems with international shipping and billing information emerged during our study. As we mentioned at the beginning of this report, European and US addressing conventions are different. For example, CustomDisc presented a Billing and Shipping page with a State / Province field. Danish (and many other European) addresses do not contain state or province information. On CustomDisc, none of our users initially typed any information in the State / Province field, which generated an error message. After reading the error message, the users typed DE or DK in the text box. Ironically, the website accepted anything at all entered in the State / Province text box.

It was difficult, if not impossible, for Danish users to fill out the CustomDisc order form properly because state / province was erroneously required for non-US countries. IU16

Name and Address

Show examples of acceptable and typical information users should enter.

Most of the problems caused by the form fields users encountered in our tests could have been avoided if a simple example had been included (for instance) to the right of each field: MI: Only one Danish user understood the abbreviation MI (middle initial), even though it appeared between the First Name and the Last Name fields. This abbreviation caused no real problems, because users just ignored the field. A middle initial example works best within an example of a whole name: First name: MI: Last name: John F. Kennedy Apt. / Suite: One of our users was uncertain about what to type in the Apt. / Suite field. In many European countries, it is not customary to specify apartment or suite number. Instead, you sometimes specify the floor number. Examples like 401 or 2nd floor would be helpful. Address 2: After correctly filling in their street address in the first line, some users got very creative with the second address line provided. Several Danish users typed their postal code there, and others typed both postal code and city name. Even US users were confused by this often-unneeded second line. Examples like Hempstead House or Apt 2A would help clarify why the line was provided. Several of our users were in doubt about which language they should use in the address. The city name was the one that caused the most concern. Our users wondered whether they should use the English spelling or the national spelling, for example Copenhagen or Kbenhavn. After some hesitation, most of our users chose the English spelling.

Use the prompt ZIP / postal code rather than ZIP or ZIP Code.
About half of the Danish users werent sure what ZIP means (Zone Improvement Plan a mail routing system used by the United States Postal Service). Everyone understood postal code. Simply replacing ZIP with postal code, however, might cause trouble for some US users. We recommend ZIP / postal code. Tip: Place the postal code field right in front of the city name field on international forms. In most European countries, the postal code is closely associated with the city. Separating the postal code from the city with the State / Region field is unfamiliar to Europeans. From a Danish (European) point of view, the ideal arrangement would be these fields in the following order: 1. Postal code City (on one line) 2. State / Province (if required, see the discussion in the following section, State / Province) 3. Country. When one of our users came to the City text box on Disney, she was uncertain whether she should enter both her postal code and the city name, as is customary in Denmark (for instance, 2200 Copenhagen N). She could not see the ZIP Code field, which was still hidden off-screen. The distance between the ZIP field and the City field had become so great that it caused a usability problem. In our
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Checkout & Registration report, we discuss asking for the ZIP Code first, then auto-filling the state and city. Tip: Accept non-US postal codes. The full format for a European postal code is: An optional country code followed by a dash. The country code is 13 letters. The national postal code. The national postal code is 47 characters, which can be digits, letters or spaces. Examples: 3660, DK-3660, GB-W2 5RH, NL-2517 JR. Tip: Provide good error messages for postal codes. Invalid ZIP Code, which we saw from several websites, is not a helpful message. When a postal code appears to be wrong, make sure the error messages provide constructive advice in each of the following cases: The user mistyped the code. The user forgot the code. (Provide a link to help the user find the correct postal code.) The website does not ship to the users country. The code does not match the chosen state, province, or country. State / Province Like many Europeans, Danes live in a region or province, but the region name is not a part of the address. As mentioned previously, users looked for the country name (Denmark) in the State selection list on many sites. Some of our users came to the State field with the firm but incorrect belief that the website shipped to addresses outside the US. Several of the websites we tested communicated that they dont ship abroad only by making it impossible to specify shipping addresses outside the US. Tip: Write US state names in full in the State selection list. Several Danish users selected DE (Delaware) because they thought it meant Denmark. Some were slightly worried that DE could be misinterpreted as Deutschland (Germany). This abbreviation uncertainty happened on Living, CustomDisc, and HermanMiller. Tip: Include Other Countries in the State selection list if you do not have a separate selection list for countries. The State selection list was the most common place users looked to find Denmark. When the user selects Other Countries, provide more detailed information. Tip: Avoid the abbreviation n/a (not applicable). Many of our users did not understand it. Tip: Dont expect international users to use the State field. Iflorist expected their international users to change the State / Province field from Select State to Not Applicable using a selection list, then enter the appropriate country name in a separate field. Our users didnt understand this procedure, which wasnt explained on the form. None of our Danish users understood abbreviations such as AA, AE, AP, APO, or FPO in the State selection list. Many of our US users didnt understand these abbreviations either. Users made only brief negative comments about the abbreviations, because they had more important problems to worry about at the time.

Explicitly list all countries to which you ship.

We asked three Danish users to order flowers on 1800flowers. The users clicked Deliveries Outside US on the home page. The Deliveries Outside US page contained a selection list with the names of about 10 countries. Denmark was not among those countries. Users concluded the website did not ship to Denmark. After the test, our facilitator contacted the websites Help Desk through the interactive chat facility on the website. She found out that 1800flowers actually can deliver to Denmark. Neither the users nor the facilitator was able to discover this shipping capability from the Web pages. The only hint was the text on the Deliveries Outside US page that said, 1-800-FLOWERS.COM can deliver floral items anywhere in the world through a number of international affiliations. All users and the facilitator dismissed this claim as a slightly exaggerated statement. The 1800flowers Help Desk representative said you must type in the name of your country in the second address line. The Help Desk person also said this information is stated on the Deliveries Outside US page.

On 1800flowers, Denmark was neither on the State nor the Country selection list, so Danish users had to put Denmark in the second address line. IU17

Tip: Avoid seemingly irrelevant information in State and Country boxes. To get flowers delivered to a Danish address from 1800flowers, users had to ignore Other Countries in the State selection list. Instead, users had to type the name of the country in the second address field, because Denmark was not on the Country selection list. Danish users were also instructed to ignore whichever country appeared in the Country list. If you had to order that way, would you trust that your order would arrive in the right place? Asking international users to enter seemingly incorrect information might affect trust.

Let the user specify the shipping region first.

After struggling with the shipment address for some time, one of our users concluded, It would be practical if they asked for the country name first. If the website had detected from the beginning that the billing address was in Denmark, then the confusing questions about state and province could have been omitted. Letting the user specify the shipping ZIP Code or destination country early in the shopping process is a good idea. Although none of the sites we tested asked for ZIP Code or country, this approach would provide two advantages: The website could compute the exact shipping cost. The website could display the address forms in a suitable format.

Provide different pages for US and European address formats.

Many of our Danish users had problems with billing and shipping information forms. Usable formats for US and European addresses are incompatible with each other.
US and European addressing conventions are incompatible. US Addresses First name Middle initial Last name Company Address 1 Address 2 City State ZIP European Addresses First name Last name Company Address 1 Address 2 Postal code City Country

Some websites adapted the address format automatically, for example Peets. When a user changed the Country field from the default value (most often United States) to Denmark, the website replaced the page with the proper non-US address forms. This auto-replacement surprised our users completely as predicted by the usability principle that computer systems should not initiate any actions when users believe they are in control. Instead, the user should first select US or non-US address format. Separate Checkout buttons in the shopping cart one for US Checkout and one for Non-US Checkout would be a good way to accommodate non-US users. After the user has submitted this information, the website should present the appropriately formatted set of address fields.

United States was the default value of Peets Country field. Shortly after a user changed the Country field from United States to Denmark, the page became blank. A few seconds later, a slightly changed page appeared. The State / Province field was shown as N/A. After an exclamation of surprise, the user realized what had happened: Thats because I changed the country to Denmark. Not all users realized why the page suddenly went blank. A polite message would have been a good use of the otherwise blank page, which users on slow connections might get to look at for more than several seconds. IU18

The non-US address format on Peets didnt correspond to international users needs. For example, the City and the ZIP / Postal Code fields were still in an order that confused Danish users.

Telephone Numbers

Support international phone number formats.

Telephone numbers often caused problems for our users. Many users were reluctant to give out their telephone number, as discussed in our report on Trust. Other users found it difficult to type in their correct international telephone numbers without getting an error message from the website. Iflorist, which caters to international customers, scored pretty low for phone number usability. Our users didnt know how they should type in their telephone numbers on the order form. They had to consider all these possibilities: The correct international number, for example: +45 47 17 17 17. (The + is a common placeholder for whichever number sequence is required to get an international line and 45 is Denmarks country code.) The international number without the +, for example: 45 47 17 17 17. The international number to call from most European countries to Denmark, for example: 0045 47 17 17 17. The 8-digit national number, for calls within Denmark, for example: 47 17 17 17.

None of our users typed in a phone number in the International Phone textbox. Neither they nor we understood which phone number should go into this text box. The users typed phone numbers into the Daytime Phone and Evening Phone fields instead, which did not accept correctly formatted international phone numbers. IU19

The Iflorist website rejected the format +4547171717 in the Daytime Phone and Evening Phone fields. The user then changed the telephone number to 47171717, which the website accepted. It appeared that the website would not accept complete international telephone numbers, which include a leading +. Tip: Explain that international prefixes and country codes are not required (but make room for them anyway). Your website should look up codes automatically. Some of our users could not remember the international telephone country code for Denmark (45). The true solution to this problem is to politely inform users that the website will supply the right code. Tip: Make the input field sufficiently long to accept any international telephone number. We suggest making room for at least 20 characters. Tip: Accept a leading plus (+), parentheses, dashes, digits, and spaces in any international telephone number input field. Because the sequence you must dial to get an international line varies from country to country, the variable numbers are generally shown as a +. Example: The international access sequence is 011 for some telephone companies in the US. To call +4547171717 from the US, you would have to dial 0114547171717. From Germany, however, you would dial 004547171717. Tip: Provide a customer service telephone number for international customers. The number should be an ordinary phone number not a special toll-free number. Toll-free numbers may be difficult to access from outside the US. In some countries, like Denmark, people can call US toll-free phone numbers, but a recording warns them that the call will be charged at normal international rates. Tip: Avoid letter-only telephone numbers. US telephone numbers like 1-800-ASK-TOWER are unusable from Europe, because most European telephones dont have letters on their phone buttons.

TowerRecords provided ordinary telephone numbers without letters for international use at the bottom of their home page. The Phone Outside US number is not completely correctly specified, though. The country prefix should have been included, +1-916-373-3050. IU20

Cultural Differences
We saw just a few instances in which metaphors, mental model, navigation, or interaction confused or alienated our Danish users.

Dont use metaphors that are intimately connected with a specific country.
A Reel user understood the US trash can icon for remove product in the shopping cart, but he smiled at it. I guess it is an American trash can, but Im not sure, because Ive never seen one of those. To me it looks more like a Roman column. (Image IU14).
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Test your site in each target country to find cultural problems.

Some of the products, concepts, and phrases that appeared on some of the websites we tested amused, confused, or surprised our Danish users. The designers of these websites, apparently, had not taken into account that customs vary from country to country. BasketHaus: A user associated the basket offerings with Christmas Baskets. In Denmark, needy people can apply for a Christmas Basket in December with food and goodies. Iflorist: A user was amused by the idea of adding teddy bears and balloons to floral gifts. In Denmark, it is unusual to attach teddy bears and balloons to a bouquet of flowers. A bouquet of flowers is considered a formal present. Teddy bears and balloons are inappropriate. Furniture: A user didnt understand what a coupon is. Coupons are not allowed in Denmark. Jcrew: We asked a user whether there was a J. Crew shop in Washington, DC. The user went to the Customer Service page and selected the question, Where are J. Crew retail stores? A clickable map appeared. The user commented such maps work mainly for US users who know where Washington, DC, is. Foreign users often dont know another countrys geography. The user scrolled through a list of shops and found a Washington, DC shop at the bottom of the list. eToys: None of our Danish users on eToys appreciated the wish list and gift registry features. (A registry serves to prevent duplicate gifts. Each wish is marked available or already bought in a password-protected registry.) We talk, and it is most unlikely that everyone would use the same website for shopping, observed one user. Another user said that a wish list is irrelevant nonsense on a website. Two of our four users refused to perform the task related to the wish list or registry, because they considered the very idea ridiculous. The eToys Wish List and Registry raised both conceptual and cultural issues. The concepts baffled all the Danish users and some US users, too. On a cultural level, the online wish list and registry were not acceptable in Danish society. Usability testing with US users could have uncovered the first issue, but only testing in Denmark could have revealed that the features were culturally unacceptable there.

Danish users thought wish lists were inappropriate on a website. IU21

Telephone Charges Fast downloads and easy navigation are important to user satisfaction the world around. In the US, most users pay a flat rate for Internet service, but in many European countries, users pay per minute even for local telephone calls. Users worry about this cost of shopping time. A Sears user said: I hate to get lost on a website, because its me who has to pay the bill. Designers of international e-commerce websites must keep in mind that anyone who pays by the minute for Internet access must balance the cost of shopping online against the discount and convenience of buying online. Graphics, animations, hidden information, and blind navigation alleys cost users money. Special Days Sites that support gift-giving, such as bookstores and flower sites, often celebrate special days, such as Mothers Day, Fathers Day, Valentines Day, Thanksgiving, and so forth. Some of these holidays are not known all over the world, and some of them are celebrated on different days in different countries. Foreign users could be confused if a website features some great Mothers Day gifts when Mothers Day in the users country was a long time ago.

Tip: Learn the holidays and other special days in your target countries. Two online sources are www.earthcalendar.net and www.holidayfestival.com. Check such sites carefully, however, before you rely on their data. We looked up holiday information about Denmark on both sites, and found both slightly inaccurate. Earth Calendar was the most complete, but included a number of outdated church holidays that are not commonly known. Holiday Festival had not been updated for more than a year but was honest enough to show the last revision date.

International Usability Tests

No guidelines yet published are sufficiently complete to guarantee perfect international usability. An empirical test is always a good idea. The best way to detect international usability problems in general and cultural differences in particular is to conduct in-country usability tests. We advise hiring competent local people who are familiar with the national culture and who speak the language of the site youll be testing fluently. If your website has already been carefully usability tested in your home country, chances are good that a small number of additional tests in different parts of the world will uncover issues specific to those cultures. Ideally, we recommend you conduct tests with three to six users in each target country. For example, testing in South Africa doesnt necessarily ensure a culturally appropriate site in Kenya. Tip: If your budget doesnt allow for testing in each country, at least have a local usability person review the site for potential cultural issues. Testing is better, but its not always possible. Tip: Run the test with local users who match your user profile. Even if you have a local subsidiary or affiliate, dont use your local staff as test participants. Tip: Run the test in the native language of the user. Just because it may be possible to run usability tests in English doesnt mean its a good idea. Although many local users may speak English deceptively well, almost all of them will be more at ease in their native language. Local users who are fluent in English may be atypical users, also. When you run tests in English, native users are likely to suppress comments you would consider important, because they cant easily express themselves in a foreign language. People are more at ease when offering tactful criticism in their own language. Tip: Hire a local usability specialist to run the tests. In true usability testing, facilitators must beware of providing inadvertent, unconscious help to users. At the same time, facilitators must make sure users dont blame themselves when they cant complete even the most basic tasks for which the site was built. Do not let your local marketing or sales staff run your tests, because they have an agenda and they seek opinions. Users must be observed without bias in order to discover how well a website performs for them.

Tip: Check the usability firms quality. Often, it may be prohibitively expensive to visit the usability company that will do the testing for you. You can get an impression of the companys quality without visiting them, however: Ask for references and follow up on one or two of them. Request a sample usability report. If client usability reports are confidential, ask to read the usability report on the test of the companys own website. Look to see if their reports deal mostly with micro-usability issues (for example, graphics and use of color), or if they also address usability-inthe-large, such as suitability for common user tasks. Check their findings to see whether they are based on user observations. User opinions or expert opinions are less valuable. Inquire about the experience and qualifications of the employees who will handle your tests. Ask whether these facilitators are native speakers of the language. Visit the usability companys website to get an idea of whether their understanding of usability matches yours. Tip: Check the quality of the test task translations. You probably will supply the test tasks in English to be translated into the local language. Ask for a copy of the translated tasks. If you dont understand the local language, have the tasks translated back into your language by a third party, possibly a colleague. Then check the translated test tasks for the usual task problems (hidden clues, unclear instructions, and similar errors).

Four Mistakes to Avoid

You cant expect to attract international customers unless you show you have made a true effort to accommodate them. Roughly speaking, we can divide the incidents described in this report into four groups: Site showed no apparent interest in foreign customers. Our Danish users sometimes sensed a lack of respect for foreign customers or felt they were being treated as second-class customers. Special offers were almost always restricted to the Continental US, sometimes without even saying so. We did not find one example of an offer that applied exclusively to foreign customers. In some cases, shipping was prohibitively expensive. In other cases, strange and hidden restrictions applied to what foreign customers could buy. Pages used mainly by foreigners had elementary quality problems. In general, text quality (complete sentences and correct spelling) was good, but in some cases it seemed that pages intended for foreign users had not been quality checked. For example, Reels International Format Notice (Image IU7) contained an incomprehensible sentence: I understand that U.S.-formatted tapes and disks do not play in most players manufactured below (There was nothing below this statement.) Also, a vital link to the Internet Music Shop was not provided. In all, the quality of this page was considerably lower than most other pages on Reel.

Site designs showed unfamiliarity with foreign people, customs, and norms. Our Danish users were confused by strange and unfamiliar procedures that worked well for US users, such as address specification, date format, and measures. Usability problems that affected all users were even more severe for foreign users. Examples: Both US and Danish users were perplexed by how much they would have to pay in state sales taxes. Likewise, US and Danish users wanted understandable size and measurement charts for everything from microwaves to clothes. This information was absent on many websites, although sizing guides are the norm in most mail-order catalogs. Like international mail-order catalogs, websites should provide US / metric sizing and conversion guides. Almost all the international errors we found were well-known universal usability or quality-assurance problems. In relatively few cases were cultural differences the major usability obstacle. We believe the differences we found in website usability between our US and Danish user groups would disappear if the sites we tested: Cleared up existing site faults, which confused even domestic users. Familiarized themselves with their international users. Conducted simple usability testing with non-US users.

Summary of Recommendations for Designers

This report contains guidelines and suggestions, not rules. Our conclusions are based on a large number of usability test observations carried out by experts. Your site could be different from the sites we tested, however, for good reason. We encourage you to conduct your own usability studies to identify any situations that may be exceptions to our guidelines. For detailed information about how we obtained the data presented in this report, see the Methodology report that is a part of this series. Every site has unique issues. The guidelines in this report will go a long way toward making e-commerce sites more usable, but they do not remove the need to conduct site-specific usability testing. Dont expect your first design to be perfect even if you follow all the guidelines. Guidelines work hand in hand with iterative development and usability testing. Plan time in the development schedule to find and correct problems, so your site will be the best it can be when it goes online. And if you find something interesting we havent discussed, please share it with us. Show Where You Ship Place international shipping information where inexperienced users will notice it. .......... 9 Place international shipping information where experienced users look for it. ............... 11 Offer alternatives if you dont ship abroad. ...................................................................... 14 Show both where you ship and where you bill. ................................................................ 15 Product Information If different models, prices, or procedures apply in different countries, make that clear. . 15 Warn about potential technical and legal problems with products. .................................. 15 Show all additional costs, especially shipping costs, as soon as possible. ....................... 17 Consider offering a built-in currency converter. .............................................................. 18 Provide translation of measures to and from metric units. ............................................... 20 Use of Language Write all text in EASL (English As a Second Language). ................................................ 23 Provide a glossary for both product and shopping terms. ................................................ 24 Checkout Show examples of acceptable and typical information users should enter....................... 30 Use the prompt ZIP / postal code rather than ZIP or ZIP Code. ............................ 30 Explicitly list all countries to which you ship. ................................................................. 32 Let the user specify the shipping region first. .................................................................. 33 Provide different pages for US and European address formats. ....................................... 33 Support international phone number formats. .................................................................. 35 Cultural Differences Dont use metaphors that are intimately connected with a specific country. ................... 36 Test your site in each target country to find cultural problems. ....................................... 37

Reports in This Series

Executive-Level Report High-Level Strategy Written by Jakob Nielsen, this report distills the data from our major international usability study into the essence of e-commerce. Jakob discusses the strategic implications of our findings for the future of e-commerce. This is the report to give to your boss if he or she doesnt have time to read the detailed reports. In-Depth Reports Category Pages Category pages organize and prioritize a sites offerings. Home pages are one type of category page. Some home pages clearly show what the site sells, but others confuse users by obscuring the purpose of the site. Product listing pages can be tricky to design because they must provide the right amount of information and organize it well. International Users When US-based sites go global, many aspects of the user experience get broken. This report focuses on not only the obvious issues, such as address formats, but also cultural issues as well. Based on usability tests with 24 European users. Product Pages Users need sufficient information about a product before purchasing it online. Product pages provide that information using a combination of text and images. Effective product pages show availability, product options, and total cost. Good images also matter. Checkout & Registration Filling out Web forms correctly is very difficult for most users. Forcing people to register during their first purchase is a confusing and frustrating tactic that drives customers away. Better designs mean more customers can complete the shopping process. Search Many of our users went right to the sites search tool (unless it was hidden) but there were several reasons search didnt always help them. How to improve search results and search pages in product catalogs. Selling Strategies Some sites drive their customers away with high prices, unreasonable shipping costs, or unavailable items. Sites that learn to avoid these problems can then focus on tactics for achieving additional sales through crossselling, recommendations, and gift-giving. Trust Trust is the users willingness to risk time, money, and personal data on a website. This report discusses many factors that can enhance (or damage) trust in e-commerce sites. Methodology Report Methodology This report details how we conducted this study, including a summary of user demographics, how we briefed and interacted with users, and a summary of all the tasks.
The E-Commerce User Experience reports are for sale separately or as a fullcolor, hardcover book. For current information about the book and report series, please visit: http://www.nngroup.com/reports/ecommerce http://www.nngroup.com/reports/ecommerce/license
Nielsen Norman Group E-Commerce User Experience International Users . http://www.nngroup.com/reports/ecommerce Copyright Nielsen Norman Group. All rights reserved worldwide. We priced this report reasonably so you can afford your own. Please buy it instead of copying. 43

About the Authors

The entire team planned the studies and evaluated the results. The studies were conducted and observed by Rolf Molich and Sofie Scheutz (Denmark), and Carolyn Snyder (New Hampshire). Although each report has a primary author, reports were extensively reviewed by all members of the team. We are also indebted to Tom Durkin for editorial assistance, Steven Thomas for design, and Shuli Gilutz for research. Nielsen Norman Group 48105 Warm Springs Blvd. Jakob Nielsen <[email protected]> Fremont, CA 94539, USA Susan Farrell <[email protected]> http://www.nngroup.com Jakob Nielsen is a usability guru. He has been working in usability since 1983 and in Web usability since 1994. Before starting Nielsen Norman Group in 1998, he was a Sun Microsystems Distinguished Engineer. Dr. Nielsens many books include Designing Web Usability: The Practice of Simplicity and Usability Engineering. Susan Farrell has been a Web developer since 1993. Before joining Nielsen Norman Group as a user experience specialist in 1999, she worked in Human Computer Interaction at Sun Microsystems and in Customer Service Tools Research and Development at Silicon Graphics. DialogDesign Skovkrogen 3 Rolf Molich <[email protected]> DK-3660 Stenlose, Denmark Sofie Scheutz <[email protected]> http://www.dialogdesign.dk Rolf Molich is an independent usability consultant with more than 25 years of experience in the software industry. He has been working in usability since 1984. Before starting DialogDesign in 1997, Rolf Molich worked in the Methodology department of various Danish companies. He is the author of Usable Computer Systems (available in Danish only). He and Jakob Nielsen invented the heuristic inspection method. Sofie Scheutz is a usability consultant for DialogDesign where she has been employed since January 1999, when she completed her Masters Degree in Rhetoric. Snyder Consulting 88 Brookwood Drive Carolyn Snyder <[email protected]> Salem, NH 03079, USA http://www.snyderconsulting.net Carolyn Snyder is an independent usability consultant with more than 17 years of experience in the software industry. Before starting Snyder Consulting in March 1999, Carolyn was a principal consultant at User Interface Engineering. Carolyn is co-author of Web Site Usability: A Designers Guide.

References
Del Galdo, E.M. and Jakob Nielsen (eds.). 1996. International User Interfaces. New York, NY: John Wiley & Sons. ISBN: 0471149659 http://www.useit.com/papers/international_usetest.html This book is a collection of chapters on topics dealing with usability engineering, culture and design, international differences in software user training, case studies on international user interface design, and the design of multilingual documents. Examples of Arabic, Chinese, Japanese, and European designs are shown. An excerpt from Jakob Nielsens chapter on international usability engineering in this book is available from the URL cited. Earth Calendar http://www.earthcalendar.net A resource site for culture-linked holidays around the world. Site information is not always current. Intercultural Issues. ACM SIGCHI. http://www.acm.org/sigchi/intercultural This website has an extensive number of links to useful resources such as books, companies that develop software for intercultural/multilingual markets, newsgroups, standards, and translation. The website also contains links to articles about more specific issues such as character sets, date format, online dictionaries for different languages, examples of systems that have been internationalized or localized, and usability issues. Lerner, Michael. September 1999. Building Worldwide Web Sites. http://www-4.ibm.com/software/developer/library/web-localization.html A short and interesting summary of the authors localization experiences. Authors summary: Playing in the global economy means preparing Web sites that speak to customers and communities all over the world. Find out ways to convert your Web sites to reach other cultures effectively, starting with language translation. But dont just translate localize your site. With ten tips for localizing without tears. Marcus, Aaron and Emilie West Gould. July 2000. Crosscurrents Cultural Dimensions and Global Web User-Interface Design. interactions. ACM (Association for Computing Machinery). Pages 3246. Companies that want to do international business on the Web must consider the impact of culture on the understanding and use of Web-based communication, content, and tools. The article contains an interesting discussion of dimensions of culture. The practical examples are few and their relation to the text is not always clear. The article ends with a good list of resources.

Microsoft. September 1999. Localization. Microsoft Windows User Experience. Microsoft Press. Pages 494509. ISBN: 0735605661 Microsoft is one of the most experienced and authoritative companies in the world regarding localization. Read what they have to say about text, layout, graphics, keyboards, character sets, formats, and so forth. Even though the section is written for Windows designers, it contains much valuable information for web designers. Nancy Hoft Consulting http://world-ready.com/r_intl.htm Excellent resource site for English as a Second Language and cultural differences worldwide. SDL International, Article Section http://www.sdlintl.com/articles/nav/main.htm SDL International is a globalization solutions provider. Their article section contains interesting articles on localization and related issues, for example, How to Internationalize Your Web Site and Make It Localizable and SDL Tips for Web Site Localization. Access to some of the articles requires registration, which is uncomplicated and free. Worldwide Holiday and Festival Site http://www.holidayfestival.com This website is a resource for religious and national holidays worldwide. Some information is free.

Index
A address forms international, 28 layout for international users, 8 provide international form, 33 showing examples, 30 C cultural differences, 36 currency converter, 18 D delivery area problems finding, 9 download times cost some users money, 38 E English As a Second Language, 23 examples on forms, 30 external links must be useful, 14 H help. 11 holidays international mistakes, 38 I international character sets, 25 date formats, 27 measures and sizes, 20 number formats, 26 postal codes, 31 product differences, 15 shipping information, 7 time formats, 28 usability testing, 39 website, 6 international customers but local deliveries, 15 international sales technical and legal warnings, 15 international shipping information making it noticeable, 13 international sites four mistakes to avoid, 40 L localization superficial, 8 localized website, 6 M measures international issues, 20 metaphors cultural differences, 36 P product descriptions for international users, 23 S sales tax and international users, 18 search language translation, 24 shipping costs what and where to show, 17 shipping information experienced users, 11 inexperienced users, 9 placement of, 9 where users looked, 11 shopping terms for international users, 24 Simplified English URL, 23 State / Province international addresses, 28 tips for international forms, 31 T telephone numbers international formats, 35 toll free and alphabetical, 36 U usability tests international, 39 W warnings legal and technical international issues, 15 Z ZIP / postal code form layout, 30

Reports by Nielsen Norman Group

For a full list and to download reports, please see http://www.nngroup.com/reports
WEB USABILITY

About Us section of corporate sites: presenting company info online PR section of corporate sites: supporting journalists Investor Relations area of corporate website: supporting investors E-commerce user experience: 207 design guidelines Location finder usability: 21 design guidelines Flash usability (with supplementary highlights video from user testing) Site map usability: 28 design guidelines Intranet usability guidelines based on user testing of 14 intranets Intranet design annual: 2005, 2003, 2002, and 2001 Intranet portals: report from the trenches Ten best government intranet designs Email newsletters: 127 design guidelines Confirmation emails and transactional messages: 73 design guidelines

INTRANET USABILITY

E-MAIL USABILITY

SPECIAL USER SEGMENTS

Beyond ALT text: improving usability for users with disabilities, 75 design guidelines (also available in software form as a Dreamweaver extension) Flash accessibility: usability of Flash design for users with disabilities Web usability for senior citizens: 46 design guidelines based on usability studies with people age 65 and older Usability of websites for children: 70 design guidelines Teenagers on the Web: 60 design guidelines Return on investment for usability Paper prototyping: a how-to video (32 minute DVD) 230 tips to improve the way you run user tests Recruiting test participants for user testing Testing users with disabilities: 40 guidelines for running studies WAP usability report: field study findings Celebrating holidays and current events on websites

USER-CENTERED DESIGN METHODOLOGY

TECHNOLOGY ANALYSIS AND STRATEGY EMOTION AND DESIGN

INTERESTED IN A CUSTOM REPORT?

We can conduct a competitive study of a group of websites in your category, resulting in customized guidelines to support user behavior on your exact type of site. Or, of course, we can test your website or intranet and give you a prioritized list of the specific usability problems in your current design with advice on how to fix them. We also have training courses to teach you how to do usability yourself. Please see http://www.nngroup.com/services

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