This free template will help you engineer the ultimate product page to increase conversion & revenue while minimizing future returns!
|Page||Page Speed (Time to Interactive)||Accessibility|
|Homepage||4.6 (sec)||19.5 (sec)||84||77|
|Search Result Page||4.9 (sec)||17.1 (sec)||85||89|
|Category Page||4.3 (sec)||21.2 (sec)||85||83|
|Product Page||6.9 (sec)||17.9 (sec)||79||72|
|Cart Page||6.2 (sec)||20.8 (sec)||80||78|
|Checkout (each step)||5.1 (sec)||33.4 (sec)||76||66|
|Order List||4.5 (sec)||17.4 (sec)||74||70|
|Order View||4.4 (sec)||18.5 (sec)||85||82|
|Nordstrom.com Speed and Accessibility data provided by Lighthouse|
Hey, what’s up, guys? This is Virgil here! So we all know about Nordstrom, and Nordstrom is really famous for its phenomenal customer experience. They have these legendary stories of an old lady returning a tire or whatever. And I’m always wondering how that lady brought the tire to the store, but whatever.
So anyway, I want to walk you through how Nordstrom does e-commerce, how they do curbside and how they do returns, and the entire shipping experience. So we’re gonna place a few orders, we’re gonna get them shipped, we’re gonna go and pick them up curbside, ship it to a store if it’s possible. And overall, I’m going to walk you through the entire experience. So let’s get started.
Now, as you can see, I have two windows open, one in incognito, and the other one normal. And the reason why I did this is because as soon as I created my account, basically, some elements of the website already changed. So as you can see here, when you come for the first time, this is the first time, in the top banner, they advertise curbside pickup. However, as soon as you log in, they overtake that location, advertising an extra $40 bonus for credit card members, because you have a credit on your account, and they already are trying to push you to the next phase of becoming a real credit cardmember.
Other than that, basically, the rest of the website is very similar. They advertise curbside, so let’s take a look at what they do here and how they explain this. So pickup and delivery, pickup today, curbside, yes. Free gifting. Get it delivered. This is a long description, nobody’s gonna read that. Images are better. Get it delivered, yes. And make a return and more. Yes, it’s fast and easy. Wondering if you can do curbside returns, that would be really cool. I like the presentation page. Yes, it gives you these things. Yeah, we do this, we do that, we do that. And if you want to read more, you can read through it more, ship to store, they do it curbside, they do buy online, they do everything. So let’s get started. I like that you know from the get-go what you can expect. Let’s get started.
So homepage, I’m logged in, and as soon as I come here, I can see pickup today curbside, pickup plus free gifts, you know for Valentine’s Day. Valentine’s Day is coming soon. Really cool. That’s really nice. And I think that’s about it. They’re not really talking about curbside anymore. Yeah, they do track your order. That’s really cool. Make a return. Make a price adjustment. Really good. I like it. Trending near you. That’s really cool. So they basically pull store information to show you all the products that are trending probably in my area. Is this a slider? No. That’s really nice. What do they do here? Get started. See your purchases. So I have to type in my order number and ZIP code. Okay, if I’m a guest, really cool. Have an account, see your purchases. Here it will show up for sure. Okay, let’s get started.
Let’s make some purchases. I’m going to click into a category, new arrivals, whatever it is, isn’t it man? I clicked on men. No, there you go. And whatever products that come up here I’m gonna purchase, I don’t want to spend too much time shopping this website. It’s a huge one. So I’m just gonna pick up some products.
Now what we can see here is that it picks up my location, which is good. I hope I can change it. Yeah, we offer safe curbside pickup. It takes me back there. Good. Okay, and that changed if you guys can see. So because now I’m on in a shopping intent, they basically change the messaging. Really smart. I like it. So let’s do it, let’s change up this to the closest location. That’s not my ZIP code, but they detected probably based on my IP address and they haven’t asked me about permission for location, which I like that they don’t do that. Let’s put Christiana mall because I’m heading that way today.
And pick up tomorrow, pick up today, curbside.
I’m just going to click through products and make some purchases. Let’s start with this one. it’s a hat, it’s a North Face hat, black, free pickup at Christiana mall, free shipping and it’s going to arrive Tuesday-Thursday. All looking good. Free pickup and Christiana mall.
Can I change this? Yes. Cherry Hill, apply. Really nice. So I can just basically change locations. How is the search working? Find locations. I like it, it’s really clean all. Really, really nice and clean. Available at Christiana mall, let’s select that one. Going to do this product curbside, add it to the cart.
Do they give return information on the page? Something like free-shipping. Free returns, something, no, nothing like that. I like this that they say curbside. You may also like other products to complete the look kind of thing. Okay, free shipping. Let’s go further.
Next product. I hope they don’t have this in stock. Actually, I should change this because this is filtering now for everything that’s available for pickup. But let’s see products that are not available for pickup. I am not gonna buy a Gucci watch with a little dog and cat on it. But let’s see other things. Free pickup available, free shipping and let’s just ship this home. Arrives, good.
And let’s get another product shipped to another store, so whatever it is. Free shipping and let’s see some products that are not available at this or something more complex. Under home, kitchen linens, perfect, available tomorrow. So this is going to be available tomorrow, probably they ship it to the store.
Let’s see something even more complex, or not necessarily more complex, but harder to find. So I might just go into home and dinnerware. So this product is not available for pickup at this location. However, I want it and I’m going to ship this product to this store at Christiana Mall. So add it to the cart. And let’s go check out. Free pickup, delivery.
Well, I want to change this product from pickup to delivery. I don’t want it picked up. I want it delivered, so that is good, ship it home, change store. Can’t I change for one product? And I cannot do ship to home? Okay, this is getting confusing. So I want one product from here to be shipped home, but how can I do this? I want this one only. Edit shopping bag, maybe from here. So delivery for this one. Good. We ship it. I want it shipped to the store and I want this one shipped home. I’m not sure why is this so confusing. How can I do this? This product, I want it shipped to the Christiana mall. This one picked up and this is what I wanted. Is it even possible? Delivery. Just want a few, not all of them. No, you can do it. You cannot do it.
So shipping address, let’s see. You can maybe do everything and I can ship it to a Nordstrom store, Willow Grove, let’s say that. But it’s gonna be the entire order, I cannot select specific items to be shipped. I’m not gonna do that. Ship to address. I guess I cannot really do that, I’m going to pick up this product curbside and ship this home. This pickup is not available. And the total is 90 bucks. This doesn’t sound right. It’s only 90? Yep. Okay, sorry, my bad. Go, let’s do this. Gift card. Good. Let’s select this. And I’m going to add in my credit card number and as soon as I’m done with it, I’m gonna be back. I’ll place the order and show you guys how everything else looks. Stay tuned.
Cool. I’m back. So this is the Order Review page. Now here. Let me just explain to you what happens. First of all, if you click on this button, Edit shopping cart, just to understand why here you have available Tuesday 2nd for curbside pickup, which is basically in three days, February 6th. So just to understand the difference. You have to re-enter all the shipping, billing info, everything from the get-go. So I really don’t like to do that. I think they should at least retain if not everything, but as much as possible. So you don’t have to add the shipping and billing address from the get-go. Anyways.
This is what happens. The hat is available today for pickup, the pants Tuesday. So now I’m really wondering, if are they going to combine both products for pickup or are they gonna let me know that the hat is ready for]pick up today and the pants in two days. Come and pick them up whenever you want, or they’re gonna wait for the full order to be ready for pickup. And that’s how they roll. We’ll see.
The bowl is not available for pickup and this is going to be shipped home. And I really love how they tell me right away when the product is going to arrive, Tuesday, February 16th. Good. And I can change here the speed. So I really like here that they don’t give me this nonsense of like FedEx Ground and USPS and whatever it might be. Like, who cares how you send it. I just want to know when the product arrives. That’s the most important. And what they do here, delivery options, do you want it on the 9th, 10th or 11th-16th, with $20, $12 or free. I’m going to go this time with the free option.
Here you can change the store and you can see when it’s going to arrive or everything is available. So I’m wondering if anything changes. No, not really. And if I do this, only that product is going to be available. What happens? That product is going to be shipped home. Got it. So let’s stick to the original plan. Okay, this one is going to be there.
Now I can review my products here, but now if I scroll down, I can review them once again here. And it’s a little bit confusing because I have to hit show more to actually see everything. Not sure why they duplicate this. I don’t think there’s a need for it. Anyways, here’s the total and I can place the order. This is what I like, that you can hit the button here, place order, a button here, Place Order. Shipping to the address, all good. Let’s see. I’m going to place this order.
What do you guys think? Is that Thank you Page going to be customized for in-store pickup or it’s going to be a generic one? I have a feeling it’s going to be very custom. Okay. It’s ordered. Hope you love it. Okay, this is a really Thank you Page. I don’t dislike it. It’s just different. So this is my order number, you will receive confirmation and whatever. Okay, I’m not curious about that. Pickup at Christiana mall, available Tuesday. So probably all items are going to be available at that point. We’ll let you know when your items are ready. I would just add here, don’t go to the store yet, wait until we let you know for all items are ready. And deliver this product Tuesday. I like that they tell me again when the product is going to arrive and the total. And that’s about it. So let’s see. Keep shopping.
So now if I go to my account, order, I can see all the items I ordered. Now, why don’t I have this message for the first product? Okay, let’s see the details. Our shipment tracking information will be posted when available. Okay, getting ready, getting ready. Like now this is becoming confusing. Because why this says for Christiana, but this one does not. I’m not sure what to say to this. Overall the design is good. It’s nice. Order cancellation is not available. Maybe I do want to cancel it. Not sure if I like that they don’t have that option.
Anyways, let’s see the order confirmation. Good. The order is nicely marked up. Thanks. See order details. Order Number, status, shipping to, that’s good. Local pickup. That’s good. So check this out. This is the flip side. So this product is going to be ready today. Right? So 2/6, this product 2/9. So they are actually going to tell me that this product is ready and this one not. And this one is going to be shipped home or at least this is what I’m expecting.
I think the information is a little bit all over the place to be quite honest. And there’s a lot of room for improvement. Just to avoid any kind of future confusion. It’s a little bit confusing. Because I was expecting all my items to be ready here. And in that situation, maybe I would have not even made this purchase, just go to the store and buy this product, right? And order this to be shipped home. This looks good.
Let’s see what happens here. See order details. This opens the order, I guess. Good and let’s see what happens if I’m logged out. Let’s see what happens actually on the homepage. Is the homepage change because of my order? No. Okay, good. So I’m logged out. See order details. Is it gonna pull it up? Yes. Billing. Okay. Cool. Request price adjustments.
Overall, the website is really nice. This is not a small company. We’ll see how everything goes further. I think the checkout experience can be improved significantly. So you cannot really do ship to store. It was also confusing. I don’t know, I walked you guys through it, I think it’s a little bit confusing, it’s not super clear what item can I get when. Yes, in the order confirmation, this is really nice that they tell me exactly when the products are ready, right. But even here, if they know it here, sorry, if they know it here when the products are ready, why they can’t show it here, right? So it can be improved, significantly. It can be confusing, I can see a lot of customers calling regarding this. And often it happens, companies are complaining that they are receiving a lot of Where’s my order, a lot of order related questions. And I don’t understand why big companies like Nordstrom, which are famous for their phenomenal customer experience and customer service. They do it okay, but it’s not like really, really good. The information is a little bit all over the place.
And we’ll see, we’ll see how the rest of the communications are coming when I’m actually going to be able to go and pick up this product. And, yeah, as soon as I get that email that the item is ready for pickup, I’m going to head to the store and actually pick up this item. And I’m going to show you guys that experience as well. And then I’m going to return the product and show you all the notifications and the entire experience along the way, with when this product is going to be shipped home actually. So stay tuned. I’ll be back as soon as I get the notification.
I got an update from Nordstrom. I was planning today to pickup all my orders. And guess what, the item got canceled. And this is particularly bad news for me because I was planning to pick it up, but I can’t. So I wish they would have here a simple button, to convert this order into an online order and they ship it for free. But that’s not an option. I basically have to check the availability online and then place a completely new order and ship it home. So it’s not as easy as you click a button and they just convert this order from in-store to online, it would be so easy. But unfortunately is not an option.
So I will have to wait a few more days until the second product arrives. I think it was scheduled for Tuesday and hopefully, Tuesday when that product arrives, I’m gonna be able to come again all the way to Delaware and pick up this product. We’ll see. I’ll be back when the next products arrive.
Okay, guys, so I’m here at, not sure if you guys can see, Nordstrom. It’s basically right here, next to my recent pickup from Cabela’s. So let’s see how they do it. So first of all, the store is located in the mall. And they have multiple exits, they have like three or four exits. And I had to drive around to actually find the curbside. First I parked, then I opened the email, I had to read the email and in the emails they explain, come on the east side, whatever, facing the theater. Okay, so I drove around again, and after quite some time of driving around in the parking lot, Saturday, you can imagine how many people are here, I finally found the curbside. I think, first of all, they should do better signage. Like, Hey, this is Nordstrom, if you’re looking for curbside pickup, go around, on the east side, not on the west side, whatever.
But finally, I’m here. They have signs and they basically show you come here, you have these little things, number 1234. And let me show you the email. So this is the email, Don’t forget to pick up your order. It shows the product that you can pick up at Christiana mall. You can see the directions. So I’m here. I’m at the store. Let’s see what happens. Okay, so this is the curbside page. Vehicle color. This is going to be black. It’s a truck. Stall number. Okay, that’s one. Bring out my order. We’re on our way with your order. Pickup, no receipt. Good. So let’s see how long it’s gonna take them. Okay, we’re going to reset and the timer is on.
Overall, the experience I would not say it’s really good. I don’t really see an estimate of approximately how long it’s gonna take. But we’ll see. I really like when they basically tell you that your expected time is two-three minutes. It’s really helpful to get an understanding of what you can do during that time. But we’ll wait and see. I’m not gonna hold you guys here. But the timer is running. And I’m constantly checking if anybody’s coming out. And as soon as they show up, I’m going to record that as well. So we’ll see how long it takes. Be back.
Hello. Hello. Your order and some car fresheners. Thank you. Okay, thank you.
Yay, I got it. Let’s see how long it took them. Two minutes. There we go. Not bad. Not bad at all. I was expecting basically literally two minutes, not even. I was expecting way longer, they don’t even ask me what’s my name or anything, but that’s fine I guess. You know, I’m basically the only car here in curbside, except one other dude who just parked there and he left, because you know, why not? It’s easier. But yeah, I got the product. And this is really cool. They even include a car freshener. That’s a really great idea. Give a little love, Nordstrom. That actually a really smart idea, you’re in the car. You’re clearly spending time in the car, car freshener is great. And you’re always going to have it here, hanging, smells good. And yeah, it just reminds that you purchased something from Nordstrom. I like it. I love it. Talk to you guys soon. I’m going to go home and start the return. See how long it takes that. Bye-bye!
Hey! I picked up one of the products, the other one got shipped. So let me just walk you guys through the experience. This was the first email that I received. Clearly here, they are stating We’re sorry, we had to cancel. They basically don’t have this product in stock. For such a big company, I think it’s disappointing. Clearly, you know, but at this point, I’m just so used to buying something online, and they don’t have it in stock. So clearly, inventory availability and accuracy is still a huge issue. 2021, we couldn’t figure that out. Anyways, so this product got canceled. This is the confirmation.
And then here this was the confirmation with the products that I’m able to pick up at the location, and the product is going to be shipped. And the item is on the way. This is basically the shipping confirmation email for this product. I really like again here how they do, they talk about this product primarily, but then they remind you that this is another product from your order, and you can track it here.
So when you click to track this package, it basically takes you to this page, which looks really really cool. And I like that you don’t have to go to USPS or anything like that. It’s all right here. They explain where the product is, and all that good stuff. They ask you about your experience, questions and of course, they are going to push some advertising for different products.
So let me just show you the account. So if you go to my purchases, I really like the design. I think it’s really cool. So here are all my purchases, all my orders. I can clearly see what each order contains. And I like it here, we currently experienced longer than the usual processing time for returns by mail. The faster way to return it is in-store or curbside. It’s really cool because you can opt for return in-store and for curbside. You just go there and drop it off.
So let’s go ahead and basically open this email. Here we can see the products, delivered, delivered, canceled. Yeah, I can buy it again. I love the button being there. I can write a review right from here, which is really cool. I can just add the color, the size, photo, review, really cool. I really love that. I really like when they basically put here the button to write a review, this is the right place to put it.
Again, you can just simply click the tracking number, it brings you here, they don’t send you to the USPS website or anything stupid like that. And you can start a return. Let’s do this return. Honestly, I don’t really care ’cause they are experiencing longer, I paid for the products, so I should be able to get my money back. What if I need that money in order to purchase another product? I really hope they are going to issue the refund faster than receiving the product, inspecting all that nonsense, maybe as soon as I ship it back and they can track that my product got shipped. Let’s see.
Bring it to a store for Express services, drop off curbside. I really like that drop-off curbside, just drop it off. Shipping by mail. So I’m going to ship it by mail, just to see that. Product, select reason, I didn’t like it. I just don’t need it, honestly. The second product, I didn’t like either. Refund, stores, mail. How about we do just one and one I’m going to go to the store and return it? And this one I’m going to return it at the store, your curbside. Okay, submit return. Check for the next steps. Okay, download label. I can just put this on the box. This is really cool. It’s a huge packing slip. It works. Okay, where are you? This looks good. So I received the label, here is the label, quite standard. I’m going to ship it back, put it in a box, and ship it back.
And then let’s see how I go about returning this product. Got it. I didn’t like it, submit a return. So basically this is what happens. As soon as I get to the store, I have to open the email, I guess, and go through that entire thing, I’m here and I show them the confirmation email. So let’s see how this email looks like, I’m at the store, so basically, directly from the confirmation, I can tap that I’m at the store and they bring it. And also the label is attached there. So it’s really cool because I can pick and choose how do I want to do this return. I really like that but this is how the label looks. And this is basically the email, and if I click this I’m at the store, I basically have to just go through that entire process again. I’m expecting this will be exactly the same as the curbside pickup. This is really cool because they have multiple ways of returning, with one communication, one flow. So there’s no need to pick this, do that. You just get the return and as soon as you show up at the store, you just click that button I’m here and they come to pick it up. I really like that.
This is Nordstrom. I was expecting it to be very clean, it is very clean. The process was really good, really fast. I love the car freshener. The return process is insanely simple, one flow, and you pick and choose how you want to do this return. If I want I can just throw it in the box, ship it back. Or if I want to return it at the store, I just go there, hit the curbside button and they are going to pick it up. Also, while tracking the order, really clean design. I like this. This page, it’s really nice. So it’s very easy.
This was Nordstrom and make sure you go to the website, you check out all the details. We will have screenshots of every page, every email, so if you’re looking to build your own, you can inspire yourself. And I have to say this My Account page is really sweet. I really like it, really clean. Make sure you check that out. Take care, bye!
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