Order Confirmation Pages – Old Navy Needs to Step up Their Game

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:

Old Navy Confirmation Page

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:

Detailed Image Confirmation Page

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.

Update 5/18/18

Looks like Old Navy has stepped up their game! It’s simple, but so much better:

2 comments on Order Confirmation Pages – Old Navy Needs to Step up Their Game

  1. Timothy says:

    This is interesting, one of those “forgotten pages” and by forgotten it’s a fundamental flaw with how large digital teams operate. Prior to working with huge organizations, I had no clue to the fragmented teams and enormous disconnect that exists between directly related components of a site. I assumed that there was an overall project lead that worked/oversaw everything, they may now know every detail, but they’d have responsibility of making a cohesive experience. In theory this position exists, but often it’s filled by someone who lacks UX/consumer journey experience but can manage a P&L like a boss.

    As to why it happens? There is likely one product manager who “owns checkout” but since this page falls outside of checkout it’s not their responsibility, there’s likely another product manager who owns PDP’s, another who owns category pages/navigation, etc.. But since this type of page falls outside of all of those areas, it defaults to whatever their ecom platform provides. Since they are not using one of the off-the-shelf SaaS solutions, theirs is homegrown, this is likely created by a developer who follows direction and doesn’t “think”. It’s wild seeing situations like this take shape, it happens everywhere in large companies, ill-conceived structure and teams that fill an org chart, but make no sense in the practical world, or leave gaps at every corner.

    This is amplified by many leaders insisting team members live in silo’s. If you’re the product manager of checkout, don’t even LOOK outside of checkout. It may sound silly, but it’s very common.

    This situation also explains why when you’re on some sites it feels like a wildly different experience going from one section to another, totally separate teams, with separate leadership and fragmented communication working on a single vision. A classic case of enterprise-sized organizations creating enormous opportunities for the smaller guys to dance circles around them.

    • Adam McFarland says:

      Great comment Tim! Very insightful and most likely what happened here. The enterprise is a different beast entirely. It makes you respect the companies that do get it right most of the time even more.

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