► Online Shoe Retailers Checkout Usability Report - CRO 2016

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Ecco Shoes Number One Shoes Hannahs Merchant 1948 Shoe Connection

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Online Shoe Retailers

Online Retailer CXS Rankings

Ecco Shoes, the CXS leader, has a score of 71%. They are closely followed by Number One Shoes (67%) and Hannahs (66%). Lagging behind are Merchant 1948 and Shoe Connection with scores of 60% and 50%, respectively.

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Login and guestcheckout page

Forms Design Confirmationpage

Shopping cartpage

Payment page Billing andshipping page

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Checkout Page Element Section

Checkout Page Element Section Score Rankings

The strongest element section was the Login and guest checkout page which scored 100%. Almost all online retailers did poorly in the Billing and shipping page (40%). Most of them lack the critical conversion elements in the other pages particularly in the Shopping cart and Payment pages with scores below 60%.

In order to identify which section the selected online shoe retailers is strong at, FIRST gave a score

Ecco Shoes Checkout Process Review

1. Shopping cart page

2. Login and guest checkout page

Shopping cart page • You can enter voucher codes in the shopping cart page. • They offer free shipping. However, they don't show this visibly on their site pages. It would be good for them to prominently display this as customers would always look for ways to cut on costs when it comes to online purchases. • The layout of the shopping cart page is clean and organised good use of white space. It eliminates distractions and lets users focus on the cart items and the action that needs to be taken.

Login and guest checkout page • You need to enter your email address to checkout

checkout as a guest straightaway, they indicate the purpose for asking your email which is to send your order confirmation. • They also creatively named their login page as

comfortable for first time shoppers to give their details. •

at the footer of the page automatically gets populated with your email address.


3. Delivery page

4. Order summary page

Delivery page • It displays your order summary to the right of the form. • It automatically checks the option to use your details/ shipping address for billing address. • You are provided an option at the end of the form to create an account.

Order summary page • Before you proceed to payment, you are directed to the order summary page. • This page lets you enter your

done it in the shopping cart page. • You can double check your shipping and billing addresses and details. • You can also choose your preferred mode of payment from this page.


5. Secured payment page 6. Thank you page/ Confirmation page Secured payment page • Once you proceed to payment from the order summary page, you are directed to the secured payment page where you enter your card details. • There are no visible security seals/ trustmarks on the page.

Thank you page/ Confirmation page • There is no order confirmation number on the page. • You can download a printable version of the invoice. • There is a pop-up that appears and asks for your feedback on the shopping experience you had with them.

Confirmation email • A confirmation email is sent shortly after detailing your order summary, confirmation number and estimated shipping time. • They also include information on their returns process and customer service contact details.

7. Confirmation email

Number One Shoes Checkout Process Review



Shopping cart page • It clearly displays delivery and returns information. • It provides an option for you to enter any voucher code. • There is no call-to-action (CTA) button that allows you to continue shopping from the page. • They up-sell only one product to the right hand side. • They indicate the remaining amount you need to qualify for free shipping to encourage you to purchase more.

Login and guest checkout page • They make it easy for existing customers to login. • They provide guest checkout. • They removed the main navigation bar and the footer so users can focus on the form and the call-to-actions (CTAs) on the page.


3. Billing and delivery page

4. Payment page

Billing and delivery page • It has an order summary to the right of the form to allow you to review your item/s before making the payment. • There are two (2)delivery options via courier and in-store pick up. • It auto-completes the form fields and automatically uses your delivery address as your billing address. • There is a visual indication of missing fields. • At the end of the form, you have the option to create an account by setting a password, before proceeding to payment.

Payment page • There are no visible security seals/ trustmarks. • You can enter your gift card number from the page. • It offers multiple payment options.


5. Confirmation page


Confirmation page • It encloses a short form that asks you to create an account for a faster checkout next time you shop. • They provide information on your order in a creative way instead of your usual order confirmation spiel.

from that it's job done. So sit back, relax and stand by for your package to land on your doorstep (not literally, it might actually

• It contains the order confirmation number and your shipping/ billing address. • Their customer service information is displayed at the bottom of the page. • newsletter. Confirmation email • The email subject line was not personalised. • It includes the order confirmation number. • email. • They indicate in the email that they will send another email with the tracking number and dispatch information.

Hannahs Checkout Process Review



Shopping cart page • It provides an option for you to enter any discount/ promotion code.

is for the said codes. • There is no call-to-action (CTA) button that allows you to continue shopping from the page. • They up-sell related products to your order. • They have live chat.

Login and guest checkout page • You can easily sign in or checkout as a guest customer. • They also provide their customer service information at the bottom of the page.



4. Payment page

Billing and delivery page • It has an order summary to the right of the form to allow you to review your item/s before making the payment. • There are two (2) delivery options home delivery and click & collect. • The auto-populate fields correctly. There are some fields which have the wrong information in them. • There is a visual indication of missing fields.

Payment page • It offers multiple payment options. • There are no visible security seals/ trustmarks. • The total payment to be deducted from your card is displayed in red text and above the call-to-action (CTA) so you can easily see the final amount before making payment.




Confirmation page • It contains the order confirmation number and other order details. • Using an enclosed form at the top of the page, you can easily create an account by setting up a password. • You can return to shopping from the confirmation page. • form for their newsletter.

Confirmation email • It sends a personalised confirmation email with your name on the subject line. • Customer service information and a link to their delivery and returns policies are included in the email. • It indicates also that a separate email will be sent once the order has been dispatched.

Merchant 1948 Checkout Process Review



Shopping cart page • It provides an option for you to enter a

loyalty club member to check if you have discounts available. • They provide free shipping on NZ orders over $50 (login required). • There is no call-to-action (CTA) button that allows you to continue shopping from the page. • They up-sell related products to your order.

Login and guest checkout page • You can easily sign in or checkout as a guest customer. • They have a note for loyalty account holders to remind them of logging in their accounts to count their purchases towards seasonal spend and vouchers. • They also provide their customer service information at the bottom of the page.



4. Payment page

Billing and delivery page • It has an order summary to the right of the form to allow you to review your item/s before making the payment. • They provide only one delivery option which is via courier. • It auto-completes the form fields and automatically uses your delivery address as your billing address. • They have a visual indication of missing fields. • At the end of the form, you have the option to create an account by setting a password, before proceeding to payment.

Payment page • It visibly displays the amount due using red text as well as the amount due on your gift card if you used one to purchase. • It offers multiple payment options. • There are no visible security seals/ trustmarks.




Confirmation page • estimated arrival date. You would need to go to the Delivery link located in the footer to get their shipping information. • Their customer service information is displayed at the bottom of the page. • You can return to shopping from the confirmation page. • newsletter. • invoice.

Confirmation email • The email sent was not personalised. • It includes the order confirmation number. • email. • It indicates that if no one is available to sign for the delivery, a card-to-call will be left for you to arrange redelivery. • It cross-sells other products and provides a call-to-action (CTA) to continue shopping.

Shoe Connection Checkout Process Review



Shopping cart page • It is not mobile responsive. • item (no actual shipping cost calculated/included in the price). • • The call-to-action (CTA) to continue shopping from the page has the same colour as the checkout CTA. • There is no defined progress indicator. Login and guest checkout page • You can easily sign in or checkout as a guest customer. • They also provide further information on logging in on the right hand side and descriptions of the options they provide.



Billing and delivery page • It has an order summary at the top of the form for you to review your items. • A short description is provided which instructs you to

information to save your delivery details. Once you click on the link, you are directed to a page where you are asked to enter or set a username and password to login or register. • There is no information on the delivery options. • The shipping address is not automatically used as the billing address. • A field is provided at the end of the form for you to enter delivery instructions. • Tick boxes are automatically checked which authorises them to send you promotional materials through email and text. • shipping cost. Although the shipping cost is displayed in small print below the order summary, you are tasked to compute for the final price. This can be improved by displaying the final price (with shipping cost) so the user can clearly see it from this page.


4. Payment page Payment page • There are no visible security seals/trust marks. • They provide information and option on the delivery and payment of your item. • shipping cost/ delivery fee. • You can enter your coupon code here and recalculate the final amount you need to pay. • They provide different payment options.

Secured payment and Payment approval pages • Once you have selected your preferred options, you are directed to a secured payment page where you enter your card details. • Once you submit, you are then brought to page showing that your transaction was approved.

5. Secured payment page 6. Payment approval page



Confirmation page • Their customer service information is displayed at the top of the page. • It visibly displays the order confirmation number / receipt order number. • You can print the page as a confirmation of your order. • The page includes a sign up form for their newsletter at the bottom of the left hand side navigation. • There is no option for guest customers to register from this page. Confirmation email • There was no confirmation email sent despite stating in the confirmation page that an email will be sent.

Marketing

► Online Shoe Retailers Checkout Usability Report - CRO 2016