Rakuten – Spiralyze

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.

Checkout Time Benchmark        Best Practice Heatmap        Detailed Walkthrough

Layout: 50% Layout: 50% Usability: 25% Usability: 25% Data Input: 45% Data Input: 45% Cart Conversion Loss -10.2%

Checkout Time Benchmark

Checkout Time in Seconds
(Shorter is Better)

Best Practice Heatmap

The Rakuten Desktop Checkout complies with 40% of our recommended best practices.

Single-Page Checkout

Rakuten implements a three-page checkout, with pages for login, shipping, and payment.

Reduce Perceived Form Length

Rakuten leaves all fields in one column - even short fields like zip code have their own line - increasing the perceived effort.

Intuitive Layout

Form ordering is intuitive and expected.

Simplify Multi-Page Checkout

No easy way to go back between steps, and no easy view of item summary.

Standardize Look and Feel

Checkout design thematically mirrors the main site.

Suppress Store Navigation

Rakuten leaves no clickable way back to the cart, suppressing all menus and even unlinking its logo.

Browser and Device Compatibility

Adapts well to mobile browsers and stretched-out desktop browsers.

Make Progress Obvious

The lack of a navigation or checkout hierarchy makes it impossible for the customer to ascertain how much of the checkout remains.

Guest Checkout Default

Rakuten prompts customers to choose between creating an account or checking out as a guest, rather simply than preselecting the latter.

Buttons Provide Feedback

Unresponsive buttons.

Highlight the Active Field

Fails to designate the active form field.

Validate Correct Responses Inline

Only negative validation provided.

Auto-Format Numerical Fields

No numbers are auto-formatted.

Limit Data Inputs

Credit card, phone number, zip code, and CVV form fields all accept punctuation and spaces as valid characters.

Auto-Fill Compatibility

Somewhat compatible; autofill does not fill the main address field.

Offer Help Prominently

Inline validation, data remains despite errors

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

Includes no unnecessary form fields.

Auto-Populate Address

Fails to autopopulate address.

Clear Shipping Options

Shipping information is given; however, carrier name is not provided.

Abandonment Emails

No specific abandonment email sent.

Store Zip Code from Shipping Calculator

Zip code not saved from store selector.

Provide Cost Breakdown

Cost breakdown presented for the first time in the review stage at the tail-end of the checkout.

Emphasize Free Things

Does not even have an order summary present at all steps to properly indicate savings.

Detect Card Type

Automatically detects and displays card type.

Provide Prozac

No comforting text accompanies the final "Purchase" button.

Suppress Coupon Field

No prominent gift card entry area visible.

Checkout Walkthrough

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

Step 1

Login/Guest Checkout

Step 2

Shipping Address

Step 3

Billing Info

Step 4

Review

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