http://www.rakuten.com/ General Retail 3-Page 108 seconds
Rakuten uses an 3-page checkout with pages for login, shipping, and payment. The individual fields are all in one column each - even short fields like zip code have their own line - increasing the perceived effort. The lack of a navigation or checkout hierarchy makes it impossible for the customer to ascertain how much of the checkout remains. This checkout is rather unwieldy as a whole, and lacks many important functions. Buttons are unresponsive, active fields are not highlighted, and numerical inputs are not auto-formatted.
Rakuten could benefit from both a condensed one-page layout and from the implementation of many key functionalities that are currently absent.
The Rakuten Desktop Checkout complies with 40% of our recommended best practices.