Sam's Club - Spiralyze

http://www.samsclub.com/ General Retail Vertical Accordion 150 seconds

Sam's Club implements a checkout marred by forced registration and a 5-page layout.

Individual forms are clean and usable - error notification is clear - but there are too many added steps that increase friction. In addition to forced registration, many fields, such as credit card numbers, are hidden behind links and dropdowns (example: "Add Credit Card" instead of simply showing the card field with a "save card" option).

Checkout Time Benchmark        Best Practice Heatmap        Detailed Walkthrough

Layout: 44% Layout: 44% Usability: 56% Usability: 56% Data Input: 36% Data Input: 36% Cart Conversion Loss -9.2%

Checkout Time Benchmark

Checkout Time in Seconds
(Shorter is Better)

Best Practice Heatmap

The Sams Club Desktop Checkout complies with 46% of our recommended best practices.

Single-Page Checkout

Sam's Club implements a three page checkout, with individual webpages for shipping, payment, and order 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 mostly intuitive; the large amount of extra fields causes deviation from convention.

Simplify Multi-Page Checkout

Sam's Club 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

Does not suppress its default menu in the checkout.

Browser and Device Compatibility

Does not respond to browser of any size other than the desktiop.

Make Progress Obvious

Top navigation bar makes progress obvious.

Guest Checkout Default

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

Buttons Provide Feedback

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

Highlight the Active Field

Sam's Club accentuates the active field with a blue shadow.

Validate Correct Responses Inline

Sam's Club gives no indication of either correct or incorrect form inputs.

Auto-Format Numerical Fields

Only formats phone number automatically, not credit card.

Limit Data Inputs

Credit card and security code gate themselves; zip code and phone number do not.

Offer Help Prominently

Offers help in the footer through a phone number, but font is too subtle to be noticed right away.

Display Clear Error Messages

Error is explained clearly, and incorrect fields are highlighted

Match Shipping and Billing by Default

Users must select the blling address from the already entered 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 post-purchase email was received.

Store Zip Code from Shipping Calculator

Zip code not saved from neither the store selector nor the zip code calculator.

Provide Cost Breakdown

Displays the full price breakdown from the first step.

Emphasize Free Things

Does not highlight the discount or the free items in any way, leaving free items as "$0.00."

Detect Card Type

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

Provide Prozac

No comforting text accompanies the final "Purchase" button.

Suppress Coupon Field

Gift card entry option located in the payment stage of the checkout, but hidden well behind a link.

Checkout Walkthrough

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

Step 1

Login/Guest Selection

Step 2

Forced Registration

Step 3

Registration Review

Step 4

Address

Step 5

Payment & Review

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