Target - Spiralyze

http://www.target.com/ General Retail Vertical Accordion 118 seconds

Target implements a slim accordion-style checkout plus a separate page for login/guest checkout selections.

The individual forms for Target are well-designed, taking up no more space than necessary. They are also devoid of distractions or extra fields - navigation is removed, the coupon code field is hidden, and there are no duplicate fields.

Further gains could be made by removing the final "review" step, and by adding a default guest checkout view for all users.

Checkout Time Benchmark        Best Practice Heatmap        Detailed Walkthrough

Layout: 78% Layout: 78% Usability: 75% Usability: 75% Data Input: 55% Data Input: 55% Cart Conversion Loss -5.3%

Checkout Time Benchmark

Checkout Time in Seconds
(Shorter is Better)

Best Practice Heatmap

The Target Desktop Checkout complies with 69% of our recommended best practices.

Single-Page Checkout

Target implemented an accordion-style checkout; one page to ask for login/account creation and another for the main order information. A slight 3-4 second load period separates the sections, giving this checkout a less-than-ideal multi-page feel.

Reduce Perceived Form Length

Target mostly uses good layering to create seemingly short sections.

Intuitive Layout

Form ordering is intuitive and expected.

Simplify Multi-Page Checkout

Target has prominent continue buttons.

Standardize Look and Feel

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

Suppress Store Navigation

Though Target supresses its entire menu, it presents a "Back to Cart" option that catches the eye. The use of words is more apparent than an icon or linked logo.

Browser and Device Compatibility

Adapts well to mobile browsers and all desktop sizes

Make Progress Obvious

The headings of the indivudal steps stand out, making the checkout progress evident.

Guest Checkout Default

Target doesn't offer guest checkout and forces customers to create an account.

Buttons Provide Feedback

Target's "Continue" buttons change when a customer hovers over them.

Highlight the Active Field

Target designates the active form field by animating the title of the field to minimize to the boxes top corner.

Validate Correct Responses Inline

Target immediately notifies a customer about incorrect fields with an error message and red field higlight as well as about correct ones with a green field higlight.

Auto-Format Numerical Fields

Formats both the phone number and credit card automatically.

Limit Data Inputs

Only valid characters and the appropriate number of characters (for zip and security codes) can be input.

Offer Help Prominently

Doesn't offer a clear chat option.

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 unncecessary form fields.

Auto-Populate Address

Fails to autopopulate address.

Clear Shipping Options

Little information given about shipping other than cost and time.

Abandonment Emails

No post-purchase email was received.

Store Zip Code from Shipping Calculator

Zip code not saved from store selector.

Provide Cost Breakdown

Indicates full cost breakdown from the start.

Emphasize Free Things

Free shipping emphasized with red, bolded font as "FREE" in the breakdown.

Detect Card Type

Card type automatically recognized.

Provide Prozac

No reassuring text.

Suppress Coupon Field

Option for gift card hidden behind checkbox in payment section.

Checkout Walkthrough

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

Step 1

Login/Guest Selection

Step 2

Delivery Method

Step 3

Shipping Address

Step 4

Payment/Review

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