REPORT OVERVIEW This is the second Checkout Usability Report from FIRST. The research looks at the conversion strategies and elements which New Zealand online shoe retailers are using for their checkout pages. This report explores how these retailers are using different critical conversion elements which are valuable for providing good customer checkout experience and improving conversion rates. It also covers a review of the checkout process of each online retailer and identifies techniques which are most valuable for ensuring a seamless checkout flow that leads to more completed purchases. Additionally, FIRST used its bespoke Conversion Experience Scoring (CXS) methodology, to evaluate and score each ecommerce site based on the conversion best practices on its checkout pages. They were then ranked against each other to find out who’s leading in the online shoe retailer industry. ANALYSED ECOMMERCE SITES Ecco - www.eccoshoes.co.nz Number One Shoes - www.numberoneshoes.co.nz Hannahs - www.hannahs.co.nz Merchant 1948 - www.merchant1948.co.nz Shoe Connection - www.shoeconnection.co.nz SOME REPORT FINDINGS - Currently, Ecco Shoes is taking the lead in having most of the conversion elements on their checkout pages compared to the other online retail sites. They are closely followed by Number One Shoes and Hannahs. - Only Number One Shoes removed their main navigation bar from all the checkout pages so users can focus on completing the checkout process. - Ecco Shoes offer free shipping for non-clearance items. However, they don’t show this visibly on their 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. - None of the online shoe retailers have visible security seals/ trust marks on the Payment page nor on other pages of the checkout process. - Only 3 out of 5 retailers include the the order confirmation number on the Confirmation page. - and more! Want to learn how to drive business growth in a competitive industry? Visit www.firstdigital.co.nz to learn more.

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Ecco Shoes Number One Shoes Hannahs Merchant 1948 Shoe Connection
CheckoutPageElementScore
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 guest
checkout page
Forms Design Confirmation
page
Shopping cart
page
Payment page Billing and
shipping page
Score
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

10. 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.

11. Ecco Shoes
Checkout Process Review
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.

12. Ecco Shoes
Checkout Process Review
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

13. Number One Shoes
Checkout Process Review
1. Shopping cart page
2. Login and guest checkout page
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.

14. Number One Shoes
Checkout Process Review
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.

15. Number One Shoes
Checkout Process Review
5. Confirmation page
6. Confirmation email
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.

16. Hannahs
Checkout Process Review
1. Shopping cart page
2. Login and guest checkout page
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.

17. Hannahs
Checkout Process Review
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
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.

18. Hannahs
Checkout Process Review
5. Confirmation page
6. Confirmation email
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.

19. Merchant 1948
Checkout Process Review
1. Shopping cart page
2. Login and guest checkout page
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.

20. Merchant 1948
Checkout Process Review
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.
• 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.

21. Merchant 1948
Checkout Process Review
5. Confirmation page
6. Confirmation email
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.

22. Shoe Connection
Checkout Process Review
1. Shopping cart page
2. Login and guest checkout page
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.

23. Shoe Connection
Checkout Process Review
3. Billing and delivery page
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.

24. Shoe Connection
Checkout Process Review
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

25. Shoe Connection
Checkout Process Review
7. Confirmation 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.