Ikea - Spiralyze

http://www.ikea.com/us/en/ Home Goods 3-Page 93 seconds

Ikea uses a 3-page checkout, clearly dividing the process between personal information, shipping, and payment. The customer is kept motivated by a permanent view of his cart and check marks for correctly entered form fields. However, Ikea's use of a one-column form alongside its decision to give the relatively succinct shipping and payment sections their own pages unnecessarily lengthens the checkout.

With unnecessary fields like fax already present, Ikea unintentionally increases the perceived completion time, souring its checkout usability.

Checkout Time Benchmark        Best Practice Heatmap        Detailed Walkthrough

Layout: 56% Layout: 56% Usability: 75% Usability: 75% Data Input: 50% Data Input: 50% Cart Conversion Loss -6.8%

Checkout Time Benchmark

Checkout Time in Seconds
(Shorter is Better)

Best Practice Heatmap

The Ikea Desktop Checkout complies with 60% of our recommended best practices.

Single-Page Checkout

Ikea implemented a 3-page checkout: one page for address, one page for delivery info, and the last for payment.

Reduce Perceived Form Length

Most elements are merely stacked vertically; use of a single column lengthens the pages.

Intuitive Layout

Form and page ordering is mostly logical. However, a user is prompted to enter billing information before shipping, deviating from convention.

Simplify Multi-Page Checkout

Ikea has prominent and well-positioned "Continue" buttons, a clear navigation. However, it witholds a summary until the final step and offers no easy traversal between steps.

Standardize Look and Feel

Design fits thematically with the rest of the Ikea.com website.

Suppress Store Navigation

Ikea supressed the default menu in the checkout. However, they offer visible a "Continue shopping" link above the cart summary, and retain a linked logo.

Browser and Device Compatibility

Adapts well to mobile and stretched-out desktop browsers; shrunk desktop browsers force the user to side-scroll.

Make Progress Obvious

Makes progress obvious with a navigation highlighting the current step.

Guest Checkout Default

Guest checkout is the default option; members are clearly presented with a chance to log in.

Buttons Provide Feedback

Final payment and "Continue" buttons respond to cursor hovering and change when clicked.

Highlight the Active Field

Browser's default settings minimally highlight the active field.

Validate Correct Responses Inline

Clearly marks completed fields with green check marks.

Auto-Format Numerical Fields

Formats credit card number automatically; phone number and Ikea member code is not autoformatted.

Limit Data Inputs

Only credit card accepts data robustly; both credit card and Ikea member code accept illegal characters and display errors afterward.

Auto-Fill Compatibility

Somewhat compatible; extra form fields, like phone extension and fax, are autofilled with incorrect information.

Offer Help Prominently

Ikea clearly offers help via chat in the top-right corner.

Display Clear Error Messages

Prominent, colored, and descriptive error messages.

Match Shipping and Billing by Default

Matches shipping and billing addresses by default.

Trim Unnecessary Form Fields

Extra extension field for telephone and dated fax field.

Auto-Populate Address

Fails to autopopulate address.

Clear Shipping Options

Only shipping cost and delivery date given; carrier name not mentioned.

Abandonment Emails

No post-purchase email was received.

Store Zip Code from Shipping Calculator

Shipping calculator autopopulates state and zip code in address, but not city.

Provide Cost Breakdown

Price only eventually displayed fully, with tax and shipping costs added at later steps.

Emphasize Free Things

N/A - Seemingly no free shipping or free items offered.

Detect Card Type

Card type automatically recognized.

Provide Prozac

No reassurance before final "Submit Order" button.

Suppress Coupon Field

Option for gift card hidden behind link.

Checkout Walkthrough

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

Step 1

Shipping Address

Step 2

Shipping Selection

Step 3

Payment

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