http://www.jcrew.com Apparel 5-Page 117 seconds
J Crew implements a five-page checkout, with pages for login, address, shipping address, shipping and gifts, billing, and review. This gives them one of the longer checkouts, appearing more effort intensive to the user. Both the login and review pages are unnecessary. They also continue to display the full navigation bar through the entire checkout, distracting users from their purchase and leading to increased cart abandonments.
On each individual page, however, J Crew does well at making progress obvious and designing each form to be intuitive, and to feel fluid and frictionless to use. This is thanks to implementations such as clear error messaging, matching billing and shipping by default, and intuitive form layouts. However, not all forms accept data as robustly as they could - for example, letters and punctuation can all be typed into numerical fields such as ZIP codes and card number fields.
This leaves J Crew with a 2.7% conversion loss. A high-impact increase in conversions could be achieved by making guest checkout the default, removing the review page, and implementing more robust form fields.
The J Crew Desktop Checkout complies with 57% of our recommended best practices.