Lowe's - Spiralyze

http://www.lowes.com/ Home Goods 5-Page 136 seconds

Lowe's follows 68% of Desktop Checkout Best Practices. The biggest opportunities to reduce cart abandonment would be by using responsive buttons, autopopulating addresses, and having intuitive forms.

Lowe's uses an single-page checkout with a persistent summary throughout the checkout in a right-hand sidebar. This layout results in a clear, accessible checkout process.

While Lowe's does allow guest checkout, making it the default would further reduce friction.

Checkout Time Benchmark        Best Practice Heatmap        Detailed Walkthrough

Layout: 89% Layout: 89% Usability: 56% Usability: 56% Data Input: 59% Data Input: 59% Cart Conversion Loss -5.4%

Checkout Time Benchmark

Checkout Time in Seconds
(Shorter is Better)

Best Practice Heatmap

The Lowe's Desktop Checkout complies with 68% of our recommended best practices.

Single-Page Checkout

Lowe's implements a single page accordian checkout with payment and billing information.

Reduce Perceived Form Length

Lowe's has only some layering - short fields like zip code have their own line - increasing the perceived effort.

Intuitive Layout

Form ordering is intuitive and expected.

Simplify Multi-Page Checkout

N/A - Single-page checkout

Standardize Look and Feel

Design fits thematically with the rest of the Lowes.com website.

Suppress Store Navigation

Lowe'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 all desktop sizes.

Make Progress Obvious

A clearly labeled navigation in the single page makes progress obvious.

Guest Checkout Default

Lowe's offers guest checkout, but forces customers to select it rather than presenting it as the default.

Buttons Provide Feedback

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

Highlight the Active Field

Buttons are highlighted by a dark purple bordre when a customer hovers over them.

Validate Correct Responses Inline

Lowe's displays error messages corresponding to incorrect fields, but neglects validating correct responses.

Auto-Format Numerical Fields

Lowe's displays error messages corresponding to incorrect fields, but neglects validating correct responses.

Limit Data Inputs

Only phone number accepts data robustly; credit card, security code, and zip code accept illegal characters.

Offer Help Prominently

Obvious phone support as a popup in the bottom left.

Display Clear Error Messages

Error is explained clearly, and incorrect fields are highlighted but only after placing the order. Users are not notified immediately.

Match Shipping and Billing by Default

Matches shipping and billing addresses by default.

Trim Unnecessary Form Fields

Address includes company name.

Auto-Populate Address

Fails to autopopulate address.

Clear Shipping Options

Only shipping cost and delivery date given; carrier name not mentioned.

Abandonment Emails

No post-purchase email was received.

Store Zip Code from Shipping Calculator

Zip code not saved from store selector.

Provide Cost Breakdown

Price displayed fully at all steps.

Emphasize Free Things

Free shipping stands out in the order view; while other prices are grey, "FREE" is in green.

Detect Card Type

Forced customers to select the card type from a dropdown.

Provide Prozac

Customers are reassured of a secure shopping process and the easy returns policy before the "Complete Order" button.

Suppress Coupon Field

Option for Lowe's Gift Card hidden behind a link, but it still stand out because its the first option in the payment section.

Checkout Walkthrough

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

Step 1

Login/Guest Selection

Step 2

Payment

Step 3

Billing Information

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