B&H Photo Video - Spiralyze

https://www.bhphotovideo.com/ Electronics 4-Page 122 seconds

B&H Photo Video implements a multi-page checkout. Although B&H only uses one column to keep form fields relatively short, each form could still be made to feel faster and simpler. Short fields (First/Last Name, and City/State/ZIP) can be placed on the same line, saving space and making it easier to convert to a true single-page checkout.

Making guest checkout the default would also help, currently there is a pop-up when entering the checkout asking for logins or account creation, with the guest checkout option being the third and least visible one listed.

Checkout Time Benchmark        Best Practice Heatmap        Detailed Walkthrough

Layout: 83% Layout: 83% Usability: 100% Usability: 100% Data Input: 77% Data Input: 77% Cart Conversion Loss -2.2%

Checkout Time Benchmark

Checkout Time in Seconds
(Shorter is Better)

Best Practice Heatmap

The B&H Photo Video Desktop Checkout complies with 87% of our recommended best practices.

Single-Page Checkout

B&H implements a four-page checkout process, with individual pages for shipping, payment, and form review.

Reduce Perceived Form Length

B&H only uses one column but is still able to keep form fields relatively short.

Intuitive Layout

Form ordering is mostly intuitive; the zip autofill feature places zip first (before city and state), deviating from convention.

Simplify Multi-Page Checkout

With an always-visible summary, easy traversal between steps, and prominent & consistent action buttons, B&H Photo Video eases the multi-step experience.

Standardize Look and Feel

Overall color scheme design thematically mirrors the main site.

Suppress Store Navigation

B&H supresses its entire default menu, leaving only its logo as a link back.

Browser and Device Compatibility

Adapts well to mobile browsers and all desktop sizes.

Make Progress Obvious

A numbered navigation also marking the current step makes progress obvious.

Guest Checkout Default

B&H allows for a recognizable guest checkout option, but forces customers to actively choose it.

Buttons Provide Feedback

Buttons react to hover.

Highlight the Active Field

Fields highlighted minimally by default browser settings.

Validate Correct Responses Inline

B&H marks completed fields with a check and incorrect fields with a red exclamation mark.

Auto-Format Numerical Fields

Credit card and phone number autoformatted.

Limit Data Inputs

Zip code, phone number, credit card, and CVV fields only accept valid characters, and restrict the number of characters if appropriate.

Offer Help Prominently

Offers an extremely clear chat option fixed to the bottom right of the screen.

Display Clear Error Messages

Error is explained clearly, and 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

Google autopopulation features present.

Clear Shipping Options

Clear shipping options, with cost, exact day and time, carrier, and method presented.

Abandonment Emails

No specific abandonment email sent.

Store Zip Code from Shipping Calculator

If a customer makes use of the shipping calculator, the zip code field is autopopulated by his input.

Provide Cost Breakdown

Clearly describes the cost and all associated components from the very first step.

Emphasize Free Things

Free shipping is displayed correctly, but B&H Photo Video does not inform the customer about his savings.

Detect Card Type

Automatically recognizes card type.

Provide Prozac

No comforting text accompanies the final "Purchase" button.

Suppress Coupon Field

Gift card entry area correctly presented as a subtle, pre-minimized field in the payment tab.

Checkout Walkthrough

Click the thumbnails for an annotated walkthrough of B&H Photo Video Desktop Checkout's notable features.

Step 1

Login/Guest Selection

Step 2


Step 3

Shipping Method

Step 4


Step 5