Dick's Sporting Goods - Spiralyze

http://www.dickssportinggoods.com/ Specialty/Other 4-Page 88 seconds

Dick's Sporting Goods uses a 4-page checkout - they smartly make Guest Checkout the default, providing a login field for returning customers on the first Billing Address page. It follows the standard 3 steps (Name/Address, Shipping, Payment), but retains a review page at the end.

These 4 pages are listed in a useful progress bar above the checkout. However, the progress bar also lists the post-purchase receipt page, making what could be a simple 4-page checkout seem much longer and more effort-intensive.

The individual forms are simply okay. Form data is accepted robustly and numerical fields are auto-formatted, however there is no validation for correct inputs. There are also opportunities to condense forms, such as putting the First Name and Last Name fields on the same line. The overall experience could be made to feel much shorter and somewhat more fluid, thereby reducing cart abandonments and increasing conversions.

Checkout Time Benchmark        Best Practice Heatmap        Detailed Walkthrough

Layout: 67% Layout: 67% Usability: 56% Usability: 56% Data Input: 73% Data Input: 73% Cart Conversion Loss -5.9%

Checkout Time Benchmark

Checkout Time in Seconds
(Shorter is Better)

Best Practice Heatmap

The Dick's Sporting Goods Desktop Checkout complies with 65% of our recommended best practices.

Single-Page Checkout

Dick's Sporting Goods implements a five-page checkout, with pages for address, shipping options, payment, and review.

Reduce Perceived Form Length

Leaves all fields mostly in one column, labels them above, and a dark color for the text and field border weight unnecessarily crowds the page.

Intuitive Layout

Form ordering is intuitive and expected.

Simplify Multi-Page Checkout

All features implemented except an easy view of the item summary as the checkout goes on.

Standardize Look and Feel

Checkout design thematically mirrors the main site.

Suppress Store Navigation

Dick's hides its entire navigation, leaving only its linked logo as a means of cart access.

Browser and Device Compatibility

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

Make Progress Obvious

Makes completion status obvious with a progress bar at the top that fills in as the customer completes pages.

Guest Checkout Default

Guest checkout presented to all customers but not by default; returning consumers correctly offered the chance to sign in separately.

Buttons Provide Feedback

"Continue" buttons do not change when a customer hovers over them.

Highlight the Active Field

Active form fields not highlighted at all; no distinction between the active field and its neighbors.

Validate Correct Responses Inline

Some instantaneous negative fedback (zip and email). No validation of legal form responses offered.

Auto-Format Numerical Fields

Credit card and phone number autoformatted.

Limit Data Inputs

Credit card, phone number, zip code, and CVV form fields don't accept punctuation and spaces as valid characters.

Offer Help Prominently

Simple customer service link in footer.

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

No autopopulation features present.

Clear Shipping Options

Shipping information is given; however, carrier name is not provided.

Abandonment Emails

Sends abandonment email with call to action and accompanying discount.

Store Zip Code from Shipping Calculator

Zip code not saved from store selector.

Provide Cost Breakdown

Indicates full price breakdown, with estimates for tax and shipping, throughout the entirety of the checkout.

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

Text directly underneath purchase buttons informs about secure shopping and free + in-store returns.

Suppress Coupon Field

Gift card option hidden behind a button in the payment section.

Checkout Walkthrough

Click the thumbnails for an annotated walkthrough of Dick's Sporting Goods Desktop Checkout's notable features.

Step 1

Login/Guest Selection

Step 2

Name and Address

Step 3

Shipping Selection

Step 4

Billing Info

Step 5

Review Page

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