6pm – Spiralyze

http://www.6pm.com Apparel Vertical Accordion 130 seconds

Frankly, 6pm gets a lot wrong.

Starting with the friction factory that is forced account creation, 6pm moves into an accordion style checkout where each field has a row to it's own. This checkout feels longer than pregnancy.

There are also many distractions, including the mortal checkout sin of leaving the navigation visible throughout the entire process.

Checkout Time Benchmark        Best Practice Heatmap        Detailed Walkthrough

Layout: 50% Layout: 50% Usability: 50% Usability: 50% Data Input: 45% Data Input: 45% Cart Conversion Loss -8.8%

Checkout Time Benchmark

Checkout Time in Seconds
(Shorter is Better)

Best Practice Heatmap

The 6pm Desktop Checkout complies with 48% of our recommended best practices.

Single-Page Checkout

6pm implements a vertical style accordion checkout, with stages for shipping, payament, and review.

Reduce Perceived Form Length

6pm forces users to scroll by only using one column and labelling form fields above.

Intuitive Layout

Form ordering is intuitive and expected.

Simplify Multi-Page Checkout

6pm's succint accordion style checkout follows multi page principles.

Standardize Look and Feel

Checkout design thematically mirrors the main site.

Suppress Store Navigation

Error is not always explained clearly, but incorrect fields are highlighted

Browser and Device Compatibility

Does not respond to browser of any size other than the desktiop.

Make Progress Obvious

A customer can easily see the current steps alongside all remaining steps in 6pm's collapsible verticle accordion.

Guest Checkout Default

6pm mandates account creation.

Buttons Provide Feedback

6pm mandates account creation.

Highlight the Active Field

An orange glow accentuates the active field.

Validate Correct Responses Inline

6pm gives no indication of either correct or incorrect form inputs.

Auto-Format Numerical Fields

No numbers are auto-formatted.

Limit Data Inputs

Credit card, phone number, and CVV form fields all accept punctuation, spaces, and other non-numerical characters as valid characters.

Offer Help Prominently

Phone number listed above main 6pm logo; however, unlabeled, not prominent, and seems unrelated to the checkout itself.

Display Clear Error Messages

Error is not always explained clearly, but incorrect fields are highlighted

Match Shipping and Billing by Default

Matches shipping and billing addresses by default.

Trim Unnecessary Form Fields

Includes no unnecessary form fields.

Auto-Populate Address

Fails to autopopulate address.

Clear Shipping Options

Shipping options stated unclearly with few details, and only presented at the last step of the checkout and not in the "Shipping" phase.

Abandonment Emails

No specific abandonment email sent.

Store Zip Code from Shipping Calculator

N/A - No shipping calculator / early zipcode entry opportunity present.

Provide Cost Breakdown

Cost breakdown area present; however, unclear how much each individual item contributes to cost. Also, rather than estimating tax/shipping, 6pm simply does not display it.

Emphasize Free Things

Cost breakdown area present; however, unclear how much each individual item contributes to cost. Also, rather than estimating tax/shipping, 6pm simply does not display it.

Detect Card Type

Automatically detects and displays card type.

Provide Prozac

No comforting text accompanies the final "Purchase" button.

Suppress Coupon Field

No comforting text accompanies the final "Purchase" button.

Checkout Walkthrough

Click the thumbnails for an annotated walkthrough of 6pm Desktop Checkout's notable features.

Step 1

Login/Account Creation

Step 2

Shipping

Step 3

Payment

Step 4

Review

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