Sears - Spiralyze

http://www.sears.com/ General Retail 3-Page 104 seconds

Sears uses a multi-page checkout that is much longer than necessary.

Forms are organized poorly, and take up more space than they need to.

In Sears' favor, there are few distractions and data is copied effectively - the cardholder name and billing address are both copied by default from the shipping info, saving the user time and effort.

Checkout Time Benchmark        Best Practice Heatmap        Detailed Walkthrough

Layout: 72% Layout: 72% Usability: 19% Usability: 19% Data Input: 73% Data Input: 73% Cart Conversion Loss -7.7%

Checkout Time Benchmark

Checkout Time in Seconds
(Shorter is Better)

Best Practice Heatmap

The Sears Desktop Checkout complies with 55% of our recommended best practices.

Single-Page Checkout

Sears implements a three-page checkout process, with pages for shipping, payment & billing, and review.

Reduce Perceived Form Length

By including all form fields in one column and labeling them above, Sears forces the user to scroll, increasing the perceived form length.

Intuitive Layout

Form ordering is intuitive and expected.

Simplify Multi-Page Checkout

Sears 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

Only the logo and a cart icon remain as exit mechanisms.

Browser and Device Compatibility

Responds well to all but shrunk desktop browser window.

Make Progress Obvious

An interactive navigation also marking the current step makes progress obvious.

Guest Checkout Default

An interactive navigation also marking the current step makes progress obvious.

Buttons Provide Feedback

An interactive navigation also marking the current step makes progress obvious.

Highlight the Active Field

Fails to highlight the active field in any manner.

Validate Correct Responses Inline

Sears only error corrects on some fields (not including name, zip, or phone) and never identifies correct fields.

Auto-Format Numerical Fields

Sears only error corrects on some fields (not including name, zip, or phone) and never identifies correct fields.

Limit Data Inputs

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

Auto-Fill Compatibility

Form is not autofill compatible.

Offer Help Prominently

Sears clearly offers help by pointing customers to its "customer service FAQs," but customers must suboptimally visit another page entirely to find phone/chat options.

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 no unnecessary form fields.

Auto-Populate Address

Fails to autopopulate address, but autofills city and state from the zip code.

Clear Shipping Options

Shipping information is given, stated clearly at the shipping step itself; however, carrier name is not provided.

Abandonment Emails

Sends abandonment email with call to action and accompanying discount.

Store Zip Code from Shipping Calculator

Zip code not saved from store selector.

Provide Cost Breakdown

Displays the full price breakdown from the first step.

Emphasize Free Things

Emphasizes discounts and free items in different colored, capitalized fonts.

Detect Card Type

Emphasizes discounts and free items in different colored, capitalized fonts.

Provide Prozac

No comforting text accompanies the final "Purchase" button; rather, a button to "Review Order" accompanies the button to pay.

Suppress Coupon Field

Gift card entry area left as a less-visible, minimized area in the payment tab.

Checkout Walkthrough

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

Step 1

Login/Guest Selection

Step 2

Shipping Info

Step 3

Shipping Selection

Step 4

Payment

Step 5

Review

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