Order confirmation pages are a semi-regular discussion for us. They’re interesting because there isn’t one universally agreed upon purpose for them. My partners and I will see a unique example and then start discussing ours.
- Should we upsell the customer into another purchase, or to add to their order?
- Should we attempt to promote social sharing through something like our Refer a Friend program?
- Should we provide information about the product(s) ordered to keep them on the site and get them excited for their order?
- Or, as I believe, should we keep it simple and focus solely on setting the customer at ease by confirming that the purchase was received and outlining the next steps?
Regardless of your opinion, this OldNavy.com confirmation page is definitely not how to do it:
The “Continue Shopping” button and banners below would be fine if the meat of the page was more useful. I’m not even sure what “If you purchased shipping item(s) we will send you an email when your item(s) have shipped” means. What would a non-shipping item be? A gift card? That’s a pretty lazy and confusing sentence.
I actually forgot something and ended up placing another order a few days later, and got the same exact page, so it wasn’t a bug or a fluke like I thought at first. For a relatively large company in a competitive industry, it’s pretty shocking to have such a poor page on what is an otherwise pretty good site.
Here’s what our page currently looks like:
I always hesitate to do “more” at the expense of providing that sense of confirmation that the order was indeed placed properly, which itself is a challenge. I really like being clear about the next steps – was an email sent? How do I check the status of my order? When will it ship? Will I get a shipping notification? Those are the questions that I personally have when I buy online, so those are what I really like to hone in on.
Looks like Old Navy has stepped up their game! It’s simple, but so much better: