Toys R Us - Spiralyze

http://www.toysrus.com/ Specialty/Other 4-Page 106 seconds

Toys R Us implements a clean and well-made checkout hindered mainly by its multi-page layout.

Individual forms for Toys R Us are optimized well, and friction is reduced by making guest checkout the default. The next step to reducing friction would be to condense the checkout to a single page.

Checkout Time Benchmark        Best Practice Heatmap        Detailed Walkthrough

Layout: 72% Layout: 72% Usability: 75% Usability: 75% Data Input: 73% Data Input: 73% Cart Conversion Loss -4.5%

Checkout Time Benchmark

Checkout Time in Seconds
(Shorter is Better)

Best Practice Heatmap

The Toys R Us Desktop Checkout complies with 73% of our recommended best practices.

Single-Page Checkout

Toys R Us implements a four-page checkout, with pages for shipping, billing, payment, and review.

Reduce Perceived Form Length

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

Intuitive Layout

Mostly intuitive; forms appear in expected order.

Simplify Multi-Page Checkout

Toys R Us simplifies the multi-stage checkout with prominent continue buttons, a simple navigation, and an always-visible step summary.

Standardize Look and Feel

Checkout design thematically mirrors the main site.

Suppress Store Navigation

Toys R Us hides its default menu, leaving only its linked logo as a way back.

Browser and Device Compatibility

Responds well to all but shrunk desktop browser window.

Make Progress Obvious

Top navigation bar makes progress obvious.

Guest Checkout Default

Toys R Us correctly makes guest checkout the default, giving registered users the option to sign in.

Buttons Provide Feedback

Buttons provide no visual feedback.

Highlight the Active Field

Active fields are highlighted with field label and an "X" symbol.

Validate Correct Responses Inline

Universal inline validation: field border turns red if incorrect; green checkmarks designate valid responses.

Auto-Format Numerical Fields

No numbers are auto-formatted.

Limit Data Inputs

Zip code, phone number, credit card, and CVV fields only accept valid characters, and restrict the number of characters if appropriate.

Offer Help Prominently

Live Chat option does not pop up midway through the checkout - a clear signal of the help Toys R Us offers - but there is still an evident way for customers to find help by clicking the help icon.

Display Clear Error Messages

Error is not always explained clearly, but 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

Addresses are autopopulated.

Clear Shipping Options

Clear shipping information given on its own page, with carrier and other extra information provided via a "Details" link.

Abandonment Emails

Verifies address and preselects a clear, modified recommendation when presenting it to the customer.

Store Zip Code from Shipping Calculator

Zip code not saved from store selector.

Provide Cost Breakdown

Indicates full price breakdown, with estimates for tax and shipping, throughout the entirety of the checkout.

Emphasize Free Things

Displays the relevant cost as "FREE" rather than using a cost subtraction field.

Detect Card Type

Automatically detects and displays card type.

Provide Prozac

No comforting text accompanies the final "Purchase" button.

Suppress Coupon Field

Gift card entry area doesn't occupy a large chunk of the payment page and therefore does not cause it to stand out.

Checkout Walkthrough

Click the thumbnails for an annotated walkthrough of Toys R Us Desktop Checkout's notable features.

Step 1

Shipping

Step 2

Payment

Step 3

Review

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