Groupon - Spiralyze General Retail 1-Page 115 seconds

Groupon has implemented one of our favorite checkouts. It is a true one-page checkout, with two sections on the page for billing and shipping, respectively. Progress is clear by virtue of everything being on the same page, and there are no distractions in the header or unnecessary fields. The design is clean and forms are robustly designed - errors are highlighted immediately, as are valid inputs.

Groupon is an excellent show of how a checkout can be condensed to a single page and made to feel fast and frictionless.

Checkout Time Benchmark        Best Practice Heatmap        Detailed Walkthrough

Layout: 83% Layout: 83% Usability: 94% Usability: 94% Data Input: 50% Data Input: 50% Cart Conversion Loss -4.1%

Checkout Time Benchmark

Checkout Time in Seconds
(Shorter is Better)

Best Practice Heatmap

The Groupon Desktop Checkout complies with 76% of our recommended best practices.

Single-Page Checkout

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

Reduce Perceived Form Length

Groupon has a simple enough checkout form, however there is room for fields to be shortened and put on the same line, such city/state/zip.

Intuitive Layout

Form ordering is intuitive and expected.

Simplify Multi-Page Checkout

N/A - Single-page checkout

Standardize Look and Feel

Checkout design thematically mirrors the main site.

Suppress Store Navigation

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

Browser and Device Compatibility

Adapts well to mobile browsers and all desktop sizes.

Make Progress Obvious

The one-page checkout inherently makes progress obvious.

Guest Checkout Default

Groupon requires that customers have an account to purchase.

Buttons Provide Feedback

"Place Order" button adjusts prominently to hover.

Highlight the Active Field

Active fields display a black border rather than the default gray, a clear signal.

Validate Correct Responses Inline

Groupon validates correct responses with a green border around the field, but immediately error-corrects for wrong inputs.

Auto-Format Numerical Fields

Credit card and phone number auto-formatted.

Limit Data Inputs

Only valid characters and the appropriate number of characters can be input for security codes, but the zip codes don't have any regulations.

Offer Help Prominently

Offers a 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

Shipping matches the billing but not by default. The user has to choose for the two addresses to match.

Trim Unnecessary Form Fields

Includes no unnecessary form fields.

Auto-Populate Address

No auto-population features present.

Clear Shipping Options

Little information given about shipping other than cost.

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

Groupon indicates the breakdown from the first possible step.

Emphasize Free Things

N/A no free stuff to emphasize

Detect Card Type

Automatically captures card type from user input.

Provide Prozac

No reassurance before final "Submit Order" button.

Suppress Coupon Field

Gift code option visible from the start in the clear and obvious price breakdown area.

Checkout Walkthrough

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

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