Victoria's Secret - Spiralyze

https://www.victoriassecret.com/ Apparel 4-Page 108 seconds

Victoria's Secret implements a 4-page checkout that contains a few odd and distracting elements.

Notably, Victoria's Secret includes a "Business" field in their address form. The number of business ordering from Victoria's Secret is probably too small to justify crowding the checkout with this field.

Other fields, such as email confirmation and a prominent, though hidden in a link, offer code field can be shrunk or done away with.

Checkout Time Benchmark        Best Practice Heatmap        Detailed Walkthrough

Layout: 72% Layout: 72% Usability: 56% Usability: 56% Data Input: 50% Data Input: 50% Cart Conversion Loss -6.9%

Checkout Time Benchmark

Checkout Time in Seconds
(Shorter is Better)

Best Practice Heatmap

The Victoria's Secret Desktop Checkout complies with 59% of our recommended best practices.

Single-Page Checkout

Victoria's Secret implemented a 5-step accordion style checkout.

Reduce Perceived Form Length

Form field length is reduced somewhat with good layering; the accordion stages themselves are somewhat long, increasing the perceived length of the checkout.

Intuitive Layout

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

Simplify Multi-Page Checkout

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

Standardize Look and Feel

Checkout design thematically mirrors the main site.

Suppress Store Navigation

Checkout design thematically mirrors the main site.

Browser and Device Compatibility

Responds well to all but shrunk desktop browser window.

Make Progress Obvious

The length of the accordion step makes it difficult to see the entire accordion navigation, muddling the user's perception about his progress.

Guest Checkout Default

Victoria's Secret correctly defaults to a guest checkout, saving the average consumer time, while still giving dedicated customers the option to sign in.

Buttons Provide Feedback

On hover, buttons are bordered by a dark line, indicating their responsiveness.

Highlight the Active Field

Highlights the active form field with a darker border.

Validate Correct Responses Inline

Victoria's Secret gives no indication of either correct or incorrect form inputs.

Auto-Format Numerical Fields

Victoria's Secret gives no indication of either correct or incorrect form inputs.

Limit Data Inputs

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

Auto-Fill Compatibility

Mostly compatible; email and phone must be autofilled separately from the other fields.

Offer Help Prominently

Bright pink Live Chat option on right of window.

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.

Clear Shipping Options

Shipping information is given; 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

Adds on components like shipping and tax only after certain fields have been entered.

Emphasize Free Things

Does not mention discounts nor highlight free shipping or other free items.

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 area left visible by default; user encounters it prominently when scrolling down the checkout.

Checkout Walkthrough

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

Step 1

Cart/Login

Step 2

Address Info

Step 3

Shipping Selection

Step 4

Payment

Step 5

Review Order

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