Wayfair - Spiralyze

http://www.wayfair.com/ General Retail 4-Page 120 seconds

Wayfair implements a cleanly-designed multi-page checkout that could be improved substantially by converting to a single-page checkout and offering a guest checkout option.

Wayfair's individual forms are well-designed, with no unnecessary distractions or slowdowns. Combining these on a single page would help the checkout feel faster and easier.

The main source of friction is forced account creation, making users think up a username and password. Making a guest checkout option - and making it the default mode - would speed up the checkout for users and reduce checkout abandons.

Checkout Time Benchmark        Best Practice Heatmap        Detailed Walkthrough

Layout: 72% Layout: 72% Usability: 56% Usability: 56% Data Input: 55% Data Input: 55% Cart Conversion Loss -6.6%

Checkout Time Benchmark

Checkout Time in Seconds
(Shorter is Better)

Best Practice Heatmap

The Wayfair Desktop Checkout complies with 61% of our recommended best practices.

Single-Page Checkout

Wayfair implements a four-page checkout process, with steps for sign in, shipping, payment, and review.

Reduce Perceived Form Length

Though Wayfair only uses one column for most of its form fields, it keeps individual pages short and to the point, reducing perceived effort.

Intuitive Layout

Form ordering is intuitive and expected.

Simplify Multi-Page Checkout

With an always-visible summary, easy traversal between steps, and prominent & consistent action buttons, Wayfair eases the multi-step experience.

Standardize Look and Feel

Checkout design thematically mirrors the main site.

Suppress Store Navigation

Wayfair hides its default menu, leaving only its linked logo as a way back.

Browser and Device Compatibility

Adapts well to mobile browsers and all desktop sizes.

Make Progress Obvious

A top navigation bar makes progress obvious.

Guest Checkout Default

Wayfair forces account creation.

Buttons Provide Feedback

Buttons react to hover.

Highlight the Active Field

Active field not highlighted in any manner.

Validate Correct Responses Inline

Wayfair offers negative feedback for incorrect fields without accompanying positive feedback.

Auto-Format Numerical Fields

No numbers, including dates, are auto-formatted.

Limit Data Inputs

Credit card, expiration date, and CVV form fields all accept punctuation, spaces, and other non-numerical characters as valid characters.

Offer Help Prominently

Displays an inquiry number and extension in large font in the website's top right corner.

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 options stated clearly with a definite link to the options outline, but only presented at the last step of the checkout and not in the "Shipping" phase.

Abandonment Emails

No specific abandonment email sent.

Store Zip Code from Shipping Calculator

N/A - No shipping calculator / early zipcode entry opportunity present.

Provide Cost Breakdown

Indicates clear price breakdown from the first step itself.

Emphasize Free Things

Does not mention discounts but does highlight free shipping or other free items.

Detect Card Type

Does not capture and display the card type automatically.

Provide Prozac

Wayfair fails to reassure the customer before the final purchase, instead asking him to once again review the cart.

Suppress Coupon Field

Wayfair conceals the discount entry codes in both the payment and the review sections.

Checkout Walkthrough

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

Step 1

Login

Step 2

Shipping

Step 3

Payment

Step 4

Shipping Selection/Submit

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