Nordstrom - Spiralyze

http://shop.nordstrom.com/ Apparel Vertical Accordion 104 seconds

Nordstrom has one of the smoother accordion-style checkouts we examined - limited to steps for sign in/guest, shipping address, shipping method, and payment.

While there are a few unnecessary distractions in the header (a "Wish List" link and a promotion for gift cards), the main navigation is gone. The biggest improvement for Nordstrom could be made by converting it to a true single-page checkout - not a huge challenge since the individual sections are well-organized already.

Checkout Time Benchmark        Best Practice Heatmap        Detailed Walkthrough

Layout: 78% Layout: 78% Usability: 75% Usability: 75% Data Input: 55% Data Input: 55% Cart Conversion Loss -5.3%

Checkout Time Benchmark

Checkout Time in Seconds
(Shorter is Better)

Best Practice Heatmap

The Nordstrom Desktop Checkout complies with 69% of our recommended best practices.

Single-Page Checkout

Nordstrom implements a five-step accordion style checkout, with stages for shipping address, shipping method, payment, account creation, and order review.

Reduce Perceived Form Length

Nordstrom uses some layering, but by padding form fields generously and labelling above, customers are forced to scroll.

Intuitive Layout

Mostly adheres to convention; Nordstrom includes a "Middle Initial" field between first and last name, which might throw off customers.

Simplify Multi-Page Checkout

With an always-visible summary, easy traversal between steps, and prominent & consistent action buttons, Nordstrom eases the accordion experience.

Standardize Look and Feel

Checkout design thematically mirrors the main site.

Suppress Store Navigation

Nordstrom hides its default menu, leaving only its linked logo and a subtle shopping cart icon as means of access.

Browser and Device Compatibility

Adapts well to mobile browsers and all desktop sizes

Make Progress Obvious

Nordstrom makes progress obvious with a clearly labeled accordion checkout.

Guest Checkout Default

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

Buttons Provide Feedback

"Continue" buttons adjust prominently to hover.

Highlight the Active Field

Active field highlighted with a thicker border.

Validate Correct Responses Inline

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

Auto-Format Numerical Fields

No numbers, including dates, are auto-formatted.

Limit Data Inputs

Zip code and phone number fields accept illegal characters; however, credit card, security code, and expiration date restrict access.

Offer Help Prominently

Prominently offers both a phone number and a live chat option in the top right corner.

Display Clear Error Messages

Error is explained clearly, and incorrect fields are highlighted

Match Shipping and Billing by Default

Matches shipping and billing addresses but not by default. The user has to choose the shipping address.

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

No specific abandonment email sent.

Store Zip Code from Shipping Calculator

Zip code not saved from store selector.

Provide Cost Breakdown

Cart details displayed fully.

Emphasize Free Things

Nordstrom informs about items on sale in one part of the checkout, but leaves free shipping as $0.00 and does not actually enumerate the amount saved.

Detect Card Type

Captures and displays the card type automatically.

Provide Prozac

Nordstrom fails to reassure the customer before the final purchase, instead asking him to once again review the cart.

Suppress Coupon Field

Options for Nordstrom Note, gift card, and promotional codes all hidden behind links.

Checkout Walkthrough

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

Step 1

Login/Guest Selection

Step 2

Shipping

Step 3

Shipping Method

Step 4

Payment

Step 5

Review/Submit

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