Best Buy - Spiralyze

http://www.bestbuy.com Electronics Vertical Accordion 153 seconds

Best Buy's accordion-style checkout doesn't get in it's own way - it's cleanly designed and avoids distractions and unnecessary fields. However, a further increase in conversions could be had by converting to a true one-page checkout and implementing time-savers like address auto-fill and making guest checkout the default.

A one-page checkout should include other form improvements for Best Buy, such as condensing fields (currently every field takes up a row on its own, making it feel longer) and by making guest checkout the default checkout mode.

Checkout Time Benchmark        Best Practice Heatmap        Detailed Walkthrough

Layout: 50% Layout: 50% Usability: 81% Usability: 81% Data Input: 59% Data Input: 59% Cart Conversion Loss -6.2%

Checkout Time Benchmark

Checkout Time in Seconds
(Shorter is Better)

Best Practice Heatmap

The Best Buy Desktop Checkout complies with 63% of our recommended best practices.

Single-Page Checkout

Implements a two-stage accordion process. Though effectively a one-page checkout, the length of the forms increases perceived effort.

Reduce Perceived Form Length

Use of entire column per field lengthens the whole form.

Intuitive Layout

Form mostly intuitive; billing address input after credit card information.

Simplify Multi-Page Checkout

Good use of clear buttons, easy navigation, and a step summary.

Standardize Look and Feel

Checkout design thematically mirrors the main site.

Suppress Store Navigation

Best Buy hides its default menu, but offers customers the option to "Return to Cart," reducing customer focus in the checkout. The use of words is more apparent than an icon or linked logo.

Browser and Device Compatibility

Inflexible towards mobile and shrunk desktop browser configurations.

Make Progress Obvious

Best Buy labels its buttons with the next step's action ("Continue to Payment"), but the lack of a central navigation weakens checkout organization.

Guest Checkout Default

Best Buy allows customers to guest checkout, but fails to make it the default option.

Buttons Provide Feedback

Main buttons respond well to hover.

Highlight the Active Field

Fields highlighted minimally by default browser settings.

Validate Correct Responses Inline

Provides negative feedback for incorrect or empty fields without accompanying positive feedback.

Auto-Format Numerical Fields

Credit card and phone number auto-formatted.

Limit Data Inputs

Only valid characters and the appropriate number of characters (for zip and security codes) can be input.

Auto-Fill Compatibility

Somewhat compatible; email and phone number fields do not automatically populate when other fields are autofilled.

Offer Help Prominently

Offers help prominently in a chat pop up.

Display Clear Error Messages

Error is explained clearly, and incorrect fields are highlighted

Trim Unnecessary Form Fields

Includes no unnecessary form fields.

Auto-Populate Address

No auto-population features present.

Clear Shipping Options

Includes all relevant shipping information except for the carrier name.

Abandonment Emails

No post-purchase email was received.

Store Zip Code from Shipping Calculator

Does not store zip code entered into the store locator.

Provide Cost Breakdown

Indicates full cost breakdown from the start.

Emphasize Free Things

Free shipping emphasized with red, bolded font as "FREE" in the breakdown.

Detect Card Type

Automatically captures card type from user input.

Provide Prozac

No reassuring text.

Suppress Coupon Field

Conceals gift card/promo code area well under dropdowns.

Checkout Walkthrough

Click the thumbnails for an annotated walkthrough of Best Buy Desktop Checkout's notable features.

Step 1

Login/Guest Selection

Step 2

Shipping

Step 3

Payment

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