QVC - Spiralyze

http://www.qvc.com/ General Retail 4-Page 142 seconds

QVC has a 5-page checkout that feels longer and more effort-intensive for users.

Implementing a checkout spread over many pages - especially when one page is only for review and another for shipping option selection - can make it feel tedious and long.
while there are minimal distractions, the individual forms could also be redesigned to use less space and feel faster.

Checkout Time Benchmark        Best Practice Heatmap        Detailed Walkthrough

Layout: 72% Layout: 72% Usability: 38% Usability: 38% Data Input: 45% Data Input: 45% Cart Conversion Loss -8.2%

Checkout Time Benchmark

Checkout Time in Seconds
(Shorter is Better)

Best Practice Heatmap

The QVC Desktop Checkout complies with 52% of our recommended best practices.

Single-Page Checkout

QVC implemented a multi-page checkout.

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

By autopopulating via zip, QVC deviates slightly from convention.

Simplify Multi-Page Checkout

QVC simplifies the multi-stage checkout with prominent continue buttons, a simple navigation, and an always-visible step summary.

Standardize Look and Feel

Checkout design thematically mirrors the main site.

Suppress Store Navigation

QVC supresses its menu, leaving only its logo as a means of exit.

Browser and Device Compatibility

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

Make Progress Obvious

QVC makes progress obvious with a top navigation bar clearly indicating current and future steps.

Guest Checkout Default

QVC directs all customers through the same checkout process whether they are members or not.

Buttons Provide Feedback

Unresponsive buttons.

Highlight the Active Field

Fields highlighted minimally by default browser settings.

Validate Correct Responses Inline

No validation of responses whatsoever.

Auto-Format Numerical Fields

No numbers are auto-formatted.

Limit Data Inputs

Credit card, phone number, and CVV form fields all accept punctuation, spaces, and other non-numerical characters as valid characters.

Auto-Fill Compatibility

Somewhat compatible; address, zip, and phone must be filled in separately.

Offer Help Prominently

A prominent page section is highlighted directly underneath the checkout, which inludes options for phone, email, and live chat customer service.

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 the unnecessary title field.

Auto-Populate Address

Fails to autopopulate address.

Clear Shipping Options

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

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

Only displays the price breakdown at the final step of the checkout.

Emphasize Free Things

Only mentions the discount at the final checkout stage.

Detect Card Type

Forces customers to select their credit card type from a dropdown menu.

Provide Prozac

QVC fails to reassure the customer before the final purchase, instead giving the customer the option to return to the cart or cancel orders entirely in buttons right under "Submit Order."

Suppress Coupon Field

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

Checkout Walkthrough

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

Step 1

Email

Step 2

Shipping Address

Step 3

Shipping Selecting

Step 4

Payment

Step 5

Review

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