CVS - Spiralyze

https://www.cvs.com General Retail 2-Page 82 seconds

CVS implements a slim, top-tier checkout that has only a page for login/guest checkout selection and a page for all shipping and billing information.

The forms are well organized, with the address being carried over from shipping to billing, and the address fields appear on the page as they would on an envelope. Data is entered robustly - numerical fields are auto-formatted - and the checkout as a whole is one of the fastest measured.

Checkout Time Benchmark        Best Practice Heatmap        Detailed Walkthrough

Layout: 94% Layout: 94% Usability: 81% Usability: 81% Data Input: 55% Data Input: 55% Cart Conversion Loss -4%

Checkout Time Benchmark

Checkout Time in Seconds
(Shorter is Better)

Best Practice Heatmap

The CVS Desktop Checkout complies with 77% of our recommended best practices.

Single-Page Checkout

CVS implements a one-page checkout process, requiring the user to scroll down the page to access all fields.

Reduce Perceived Form Length

Reduces the perceived length by layering fields and labelling them inside.

Intuitive Layout

Form ordering is intuitive and expected.

Simplify Multi-Page Checkout

N/A - Implements a single page checkout.

Standardize Look and Feel

Checkout design thematically mirrors the main site.

Suppress Store Navigation

CVS leaves no clickable way back to the cart, suppressing all menus and even unlinking its logo.

Browser and Device Compatibility

Adapts well to mobile browsers and stretched-out desktop browsers.

Make Progress Obvious

CVS's short one-page, two step checkout intrinsically makes progress obvious.

Guest Checkout Default

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

Buttons Provide Feedback

Buttons respond to hover by brightening their colors.

Highlight the Active Field

Darker, thicker border sets apart the active field.

Validate Correct Responses Inline

CVS immediately notifies a customer about incorrect fields, but neglects validating correct ones.

Auto-Format Numerical Fields

Credit card and phone number autoformatted.

Limit Data Inputs

All fields except zip code gate themselves to protect against illegal characters.

Offer Help Prominently

No prominent offer of help present in CVS's checkout.

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

Fails to autopopulate address.

Clear Shipping Options

Shipping options not clearly presented to the customer at any phase of the checkout.

Abandonment Emails

No post-purchase email was received.

Store Zip Code from Shipping Calculator

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

Provide Cost Breakdown

Displays the full price breakdown from the first step.

Emphasize Free Things

Writes "Free" and mentions the discount, but does not highlight it enough.

Detect Card Type

Automatically detects and displays card type.

Provide Prozac

No comforting text accompanies the final "Purchase" button; the shipping and returns policies contains warnings instead of reassurances.

Suppress Coupon Field

Gift card entry option located before the checkout itself, but visible and accessible. Unconvential location might draw away customers looking to enter it in the checkout itself.

Checkout Walkthrough

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

Step 1

Login/Guest Selection

Step 2

Checkout

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