Walmart - Spiralyze

http://www.walmart.com/ General Retail Vertical Accordion 120 seconds

Walmart follows 74% of Desktop Checkout Best Practices. The biggest opportunities to reduce cart abandon would be by simplifying the checkout into a one-step checkout, and implementing full type-ahead functionality.

Walmart uses an accordion-style checkout with a persistent summary (cart items, taxes, and shipping) throughout the checkout in a right-hand sidebar. This layout results in a clear, accessible checkout process, But, the multi-step process increases the perceived checkout type as compared to a single-page checkout.

Walmart forces account creation during the checkout process, increasing checkout friction. Walmart.com, where frequent recurrent purchase are likely, is a case where we would support forced account creation. However, shifting account created post-conversion, would acheive that objective without the negative impact on the conversion rate.

Checkout Time Benchmark        Best Practice Heatmap        Detailed Walkthrough

Layout: 72% Layout: 72% Usability: 75% Usability: 75% Data Input: 73% Data Input: 73% Cart Conversion Loss -4.5%

Checkout Time Benchmark

Checkout Time in Seconds
(Shorter is Better)

Best Practice Heatmap

The Walmart Desktop Checkout complies with 73% of our recommended best practices.

Single-Page Checkout

Walmart implemented an accordion-style checkout; one page to ask for a guest or user checkout, and another with the present order information. A slight 1-to-2-second load period separates the sections, giving this checkout a less-than-ideal multi-page feel.

Reduce Perceived Form Length

Good layering and use of columns. Short fields, such as zip code and CVV, are placed on the same line as other fields, reducing the length of the form and, consequentially, the perceived effort.

Intuitive Layout

Form ordering is counterintuitive and deviates from the X, Y, Z convention. Jumps from shipping info to personal info to payment. Walmart also places "Last Name" under, not besides, "First Name," diverging from expectation.

Simplify Multi-Page Checkout

Walmart follows multi-page checkout principles, with prominent "Continue" buttons, simple navigation, and an always-visible step summary.

Standardize Look and Feel

Design fits thematically with rest of the Walmart.com website.

Suppress Store Navigation

Walmart suppressed the default menu in the checkout. However, they retain a clickable "Cart" icon in the top right of the page that returns the user to the cart.

Browser and Device Compatibility

Responsive design handles both mobile devices and large screen desktops adequately.

Make Progress Obvious

Walmart makes progress obvious with a vertical accordion-style layout, and checkmarks to indicate completed steps.

Guest Checkout Default

Walmart forces customers to create an account - no guest checkout is offered.

Buttons Provide Feedback

Final payment and "Continue" buttons respond to cursor hovering and change when clicked.

Highlight the Active Field

Highlights active form fields.

Validate Correct Responses Inline

Fails to indicate immediately when forms are filled out correctly.

Auto-Format Numerical Fields

Walmart auto-formats phone and credit card numbers.

Limit Data Inputs

Form field automatically discards unnecessary spaces/punctuation.

Offer Help Prominently

No prominent offer of customer assistance.

Display Clear Error Messages

Prominent, colored, and adequately descriptive error messages.

Match Shipping and Billing by Default

Matches shipping and billing addresses by default.

Trim Unnecessary Form Fields

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

Walmart sent an email upon cart abandonment. However, the email is not personalized and offers neither an instantaneous look at the abandoned cart nor an incentivizing discount.

Provide Cost Breakdown

Displays price breakdown, including shipping information, at all stages of the checkout process.

Emphasize Free Things

Free shipping not strongly emphasized within shipping options or the price breakdown.

Detect Card Type

Recognizes card type automatically.

Provide Prozac

No reassurance before final "Pay" button. In fact, Walmart advises a customer to review their cart again.

Suppress Coupon Field

Gift card field is hidden behind a button in the payment section.

Checkout Walkthrough

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

Step 1

Account Creation

Step 2

Shipping Options

Step 3

Address

Step 4

Payment

Step 5

Submit Order

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