Urban Outfitters - Spiralyze

http://www.urbanoutfitters.com/ Apparel 5-Page 120 seconds

Urban Outfitters is far longer than it should be. It implements a lengthy five-page checkout, with pages for login, shipping address, shipping options, payment, and order review. All fields are in one column each - even short fields like zip code have their own line - increasing the perceived effort. Field inputs are not accepted robustly, with no live validation or formatting restrictions (for example, credit card, phone number, zip code, and CVV fields all accept punctuation and spaces as valid characters.)

Urban Outfitters could improve dramatically by condensing their checkout and removing the conversion-killing review page at the end of the checkout.

Checkout Time Benchmark        Best Practice Heatmap        Detailed Walkthrough

Layout: 67% Layout: 67% Usability: 81% Usability: 81% Data Input: 55% Data Input: 55% Cart Conversion Loss -5.5%

Checkout Time Benchmark

Checkout Time in Seconds
(Shorter is Better)

Best Practice Heatmap

The Urban Outfitters Desktop Checkout complies with 67% of our recommended best practices.

Single-Page Checkout

Urban Outfitters implements a five-page checkout, with pages for login, shipping address, shipping options, payment, and order review.

Reduce Perceived Form Length

Urban Outfitters leaves all fields in one column - even short fields like zip code have their own line - increasing the perceived effort.

Intuitive Layout

Mostly intuitive; the "country" field unconventionally starts the form.

Simplify Multi-Page Checkout

All features implemented except an easy view of the item summary as the checkout goes on.

Standardize Look and Feel

Checkout design thematically mirrors the main site.

Suppress Store Navigation

Urban Outfitters leaves no clickable way back to the cart except its logo.

Browser and Device Compatibility

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

Make Progress Obvious

Clearly laid out navigation at top makes progress obvious.

Guest Checkout Default

Urban Outfitters allows customers to guest checkout by default and only asks for an email.

Buttons Provide Feedback

Buttons provide excellent feedback, inverting colors completely.

Highlight the Active Field

Highlights the active form field with a darker border.

Validate Correct Responses Inline

Informs about missing and incorrect fields, but not correct ones.

Auto-Format Numerical Fields

Credit card and phone number autoformatted.

Limit Data Inputs

Credit card, phone number, zip code, and CVV form fields all accept punctuation and spaces as valid characters.

Auto-Fill Compatibility

Form is autofill compatible.

Offer Help Prominently

Help link and information is visible at the footer.

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

Fields autopopulate addresses.

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

Indicates full price breakdown, with estimates for tax and shipping, throughout the entirety of the checkout.

Emphasize Free Things

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

Detect Card Type

Automatically detects and displays card type.

Provide Prozac

No comforting text accompanies the final "Purchase" button.

Suppress Coupon Field

Gift card entry field is hidden behind a link and doesn't stand out in the payment page. However, the promo code option is prominent in the order summary section.

Checkout Walkthrough

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

Step 1

Login/Account Creation

Step 2

Shipping Address

Step 3

Shipping Options

Step 4

Payment Info

Step 5

Review Order

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