Ebay - Spiralyze

http://www.ebay.com/ General Retail 1-Page 120 seconds

Ebay has a single-page checkout. It does provide an option for a guest checkout, but it must be selected on the login page and is not the default checkout. Having shipping address and shipping selection and payment on the same page leads to a shorter checkout.

The header/navigation is removed throughout the checkout, reducing distractions that can lead to cart abandons. There are also no distracting up-sells in the checkout. Forms are well-organized, but could be made more intuitive by adding autopopulated addresses, a prominent help option, and minimizing the size of the gift card area.

NOTE: Our analysis applies primarily to Ebay's normal purchases - the auction side of their website is a different situation.

Checkout Time Benchmark        Best Practice Heatmap        Detailed Walkthrough

Layout: 94% Layout: 94% Usability: 69% Usability: 69% Data Input: 55% Data Input: 55% Cart Conversion Loss -4.7%

Checkout Time Benchmark

Checkout Time in Seconds
(Shorter is Better)

Best Practice Heatmap

The Ebay Desktop Checkout complies with 73% of our recommended best practices.

Single-Page Checkout

Ebay implements a single page accordian checkout with payment and shipping information.

Reduce Perceived Form Length

Ebay uses layering and has its field labels inside the boxes keeping form fields relatively short.

Intuitive Layout

Form ordering is intuitive and expected.

Simplify Multi-Page Checkout

N/A - Single-page checkout

Standardize Look and Feel

White background with the use of ebay primary colors, checkout design thematically mirrors the main site.

Suppress Store Navigation

Ebay supresses its entire default menu, leaving only its logo as a link back.

Browser and Device Compatibility

Responsive design handles both mobile and large screen desktops.

Make Progress Obvious

A clearly labeled navigation in the single page makes progress obvious.

Guest Checkout Default

Ebay allows customers to guest checkout, but fails to make it the default option.

Buttons Provide Feedback

Ebay's buttons change when a customer hovers over them.

Highlight the Active Field

Fields highlighted with a blue underline indicating the active field.

Validate Correct Responses Inline

No feedback given about response legality.

Auto-Format Numerical Fields

Credit card number and phone number are autoformatted.

Limit Data Inputs

Besides the zip code, the phone number, credit card, expiration date, and CVV form fields don't accept punctuation and spaces as valid characters.

Offer Help Prominently

No prominent offer of help.

Display Clear Error Messages

Error is explained clearly, and incorrect fields are highlighted

Match Shipping and Billing by Default

Matches shipping and billing addresses by default.

Trim Unnecessary Form Fields

No unnecessary form fields.

Auto-Populate Address

Fails to autopopulate address.

Clear Shipping Options

Detailed shipping information provided, including carrier company.

Abandonment Emails

No post-purchase email was received.

Store Zip Code from Shipping Calculator

N/A - No shipping calculator / early zipcode entry opportunity present.

Provide Cost Breakdown

Full price breakdown not visible on final payment page.

Emphasize Free Things

Free shipping emphasized as an option and within the price information.

Detect Card Type

Card type automatically recognized.

Provide Prozac

No reassurance before final "Pay" button; in fact, Ebay advises a customer to review his cart again.

Suppress Coupon Field

Discount code option not hidden; prominent after payment area.

Checkout Walkthrough

Click the thumbnails for an annotated walkthrough of Ebay Desktop Checkout's notable features.

Step 1

Login/Guest Selection

Step 2

Shipping Info

Step 3

Payment

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