Finishline - Spiralyze

http://www.finishline.com/ Apparel 4-Page 111 seconds

Finishline implements a multi-page checkout that can be improved by reorganizing the forms and condensing it to a single-page checkout with default guest checkout and no review page.

Checkout Time Benchmark        Best Practice Heatmap        Detailed Walkthrough

Layout: 56% Layout: 56% Usability: 50% Usability: 50% Data Input: 59% Data Input: 59% Cart Conversion Loss -7.7%

Checkout Time Benchmark

Checkout Time in Seconds
(Shorter is Better)

Best Practice Heatmap

The Finishline Desktop Checkout complies with 55% of our recommended best practices.

Single-Page Checkout

Finishline implements a four-page checkout, with pages for login, shipping, payment, and review.

Reduce Perceived Form Length

The use of a single column, poor spacing, and cramming many elements into one page increases the form length.

Intuitive Layout

Form ordering is intuitive and expected.

Simplify Multi-Page Checkout

No easy way to go back between steps, and no easy view of item summary.

Standardize Look and Feel

Checkout design thematically mirrors the main site.

Suppress Store Navigation

Finishline hides its default menu, leaving only its linked logo as a way back.

Browser and Device Compatibility

Responds well to all but shrunk desktop browser window.

Make Progress Obvious

Finish Line's number navigation heightens user perception about checkout organization.

Guest Checkout Default

Finish Line allows customers to guest checkout, but fails to make it the default option.

Buttons Provide Feedback

Buttons do not respond to user interaction.

Highlight the Active Field

Fails to highlight the active field in any manner.

Validate Correct Responses Inline

Finish Line only error corrects on the zip code field and never identifies correct fields.

Auto-Format Numerical Fields

Credit card and phone number autoformatted.

Limit Data Inputs

Only credit card field restricts illegal character access.

Offer Help Prominently

Bold and bigger text in the footer presents a customer care number, a prominent offer of help.

Display Clear Error Messages

Error is explained clearly, but not every error highlights the field

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

Abandonment Emails

Sends abandonment email with call to action and catchy subject title.

Store Zip Code from Shipping Calculator

Zip code not saved from store selector.

Provide Cost Breakdown

Displays clear cost breakdown throughout, but unable to offer a tax estimate until future steps.

Emphasize Free Things

Emphasizes discounts and free items in different colored, capitalized fonts.

Detect Card Type

Captures card type, but fails to indicate which type immediately; only visible after user finishes filling out payment information.

Provide Prozac

Captures card type, but fails to indicate which type immediately; only visible after user finishes filling out payment information.

Suppress Coupon Field

Gift card entry concealed in payment tab; however, coupon entry option overtly visible directly above the rest of the full price breakdown.

Checkout Walkthrough

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

Step 1

Login/Guest Selection

Step 2

Shipping Info

Step 3

Payment

Step 4

Review

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