Toys'R'Us' Checkout Process, Usability Benchmark Score: 232

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Toys'R'Us' Checkout UX

This is a usability benchmark of the checkout experience of Toys'R'Us and 49 other sites. The overall performance of Toys'R'Us is poor.

Toys'R'Us' checkout in particular suffers from usability issues caused by mediocre User Attention & Interactions, poor Shipping & Store Pickup, and broken Payment Flow & Methods (Incl. 3rd-Party). That said, their checkout performs great within Page Design.

Rank: #37 of 50

Usability Score: 232

URL: toysrus.com

Reviewer: Edward Scott

Poor

Acceptable

Good

Overall Checkout UX Performance

134 Guidelines · Score: 232

Shopping Cart & “Added to Cart” Behavior

10 Guidelines · Score: 4.8

“Broken” Performance

Guideline #4: Neutral · Score: 0.0

Guideline #5: Issue Resolved · Score: 12.0

Guideline #6: Issue Resolved · Score: 12.0

Guideline #7: Issue Resolved · Score: 12.0

Guideline #8: Adhered Low · Score: 8.4

Guideline #9: Violated Low · Score: -6.0

Guideline #10: Violated High · Score: -12.0

Guideline #11: Violated Low · Score: -6.0

Guideline #12: Violated Low · Score: -6.0

Guideline #13: Violated High · Score: -9.6

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Account Selection & Creation

9 Guidelines · Score: 35.9

Guideline #14: Adhered High · Score: 16.7

Guideline #15: Issue Resolved · Score: 16.7

Guideline #16: Not Applicable · Score: 0.0

Guideline #17: Violated High · Score: -16.7

Guideline #18: Adhered Low · Score: 6.0

Guideline #19: Not Applicable · Score: 0.0

Guideline #20: Adhered Low · Score: 6.0

Guideline #21: Not Applicable · Score: 0.0

Guideline #22: Adhered High · Score: 7.2

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Customer & Address Information

12 Guidelines · Score: 10.8

“Broken” Performance

Guideline #23: Violated Low · Score: -8.4

Guideline #24: Adhered Low · Score: 9.6

Guideline #25: Not Applicable · Score: 0.0

Guideline #26: Adhered Low · Score: 8.4

Guideline #27: Issue Resolved · Score: 16.7

Guideline #28: Violated High · Score: -12.0

Guideline #29: Adhered High · Score: 12.0

Guideline #30: Violated Low · Score: -6.0

Guideline #31: Violated High · Score: -7.2

Guideline #32: Violated High · Score: -9.6

Guideline #33: Not Applicable · Score: 0.0

Guideline #34: Adhered High · Score: 7.2

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Gifting Flow & Features

5 Guidelines · Score: 16.7

Guideline #35: Not Applicable · Score: 0.0

Guideline #36: Adhered High · Score: 12.0

Guideline #37: Adhered High · Score: 12.0

Guideline #38: Not Applicable · Score: 0.0

Guideline #39: Violated High · Score: -7.2

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Shipping & Store Pickup

11 Guidelines · Score: 14.4

Guideline #40: Adhered High · Score: 16.7

Guideline #41: Violated Low · Score: -7.2

Guideline #42: Adhered High · Score: 12.0

Guideline #43: Adhered Low · Score: 6.0

Guideline #44: Violated Low · Score: -4.8

Guideline #45: Adhered High · Score: 4.8

Guideline #46: Violated High · Score: -12.0

Guideline #47: Violated High · Score: -12.0

Guideline #48: Adhered High · Score: 12.0

Guideline #49: Adhered Low · Score: 6.0

Guideline #50: Violated High · Score: -7.2

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Payment Flow & Methods (Incl. 3rd-Party)

8 Guidelines · Score: 3.6

“Broken” Performance

Guideline #51: Violated Low · Score: -6.0

Guideline #52: Adhered Low · Score: 7.2

Guideline #53: Not Applicable · Score: 0.0

Guideline #54: Violated High · Score: -12.0

Guideline #55: Not Applicable · Score: 0.0

Guideline #56: Adhered Low · Score: 4.8

Guideline #57: Adhered High · Score: 9.6

Guideline #58: Not Applicable · Score: 0.0

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Credit Card Form

10 Guidelines · Score: -20.3

“Broken” Performance

Guideline #59: Violated High · Score: -16.7

Guideline #60: Violated High · Score: -16.7

Guideline #61: Violated High · Score: -16.7

Guideline #62: Adhered High · Score: 12.0

Guideline #63: Issue Resolved · Score: 12.0

Guideline #64: Neutral · Score: 0.0

Guideline #65: Adhered Low · Score: 6.0

Guideline #66: Adhered High · Score: 9.6

Guideline #67: Violated High · Score: -7.2

Guideline #68: Violated Low · Score: -2.4

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Order Review

5 Guidelines · Score: 29.9

Guideline #69: Neutral · Score: 0.0

Guideline #70: Adhered High · Score: 14.4

Guideline #71: Adhered High · Score: 12.0

Guideline #72: Violated Low · Score: -6.0

Guideline #73: Adhered High · Score: 9.6

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Order Confirmation & E-Mail

4 Guidelines · Score: 10.8

Guideline #74: Violated Low · Score: -6.0

Guideline #75: Adhered High · Score: 9.6

Guideline #76: Adhered High · Score: 7.2

Guideline #77: Neutral · Score: 0.0

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Page Design

6 Guidelines · Score: 37.1

“State of the Art” Performance

Guideline #78: Adhered High · Score: 12.0

Guideline #79: Violated Low · Score: -6.0

Guideline #80: Adhered High · Score: 9.6

Guideline #81: Adhered High · Score: 7.2

Guideline #82: Adhered High · Score: 7.2

Guideline #83: Adhered High · Score: 7.2

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User Attention & Interactions

6 Guidelines · Score: 25.1

Guideline #84: Issue Resolved · Score: 16.7

Guideline #85: Violated High · Score: -12.0

Guideline #86: Violated Low · Score: -6.0

Guideline #87: Adhered High · Score: 12.0

Guideline #88: Issue Resolved · Score: 14.4

Guideline #89: Not Applicable · Score: 0.0

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Cross-Sells

4 Guidelines · Score: 29.9

Guideline #90: Issue Resolved · Score: 16.7

Guideline #91: Violated Low · Score: -6.0

Guideline #92: Adhered High · Score: 12.0

Guideline #93: Adhered High · Score: 7.2

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Form Design & Features

8 Guidelines · Score: 29.9

Guideline #94: Violated Low · Score: -8.4

Guideline #95: Issue Resolved · Score: 16.7

Guideline #96: Violated Low · Score: -8.4

Guideline #97: Adhered Low · Score: 6.0

Guideline #98: Adhered High · Score: 14.4

Guideline #99: Adhered High · Score: 12.0

Guideline #100: Violated High · Score: -7.2

Guideline #101: Adhered High · Score: 4.8

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Validation Errors & Data Persistence

6 Guidelines · Score: -22.7

“Broken” Performance

Guideline #102: Violated High · Score: -19.1

Guideline #103: Violated Low · Score: -9.6

Guideline #104: Violated High · Score: -16.7

Guideline #105: Adhered Low · Score: 8.4

Guideline #106: Neutral · Score: 0.0

Guideline #107: Adhered High · Score: 14.4

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Address Validators

4 Guidelines · Score: 21.5

Guideline #108: Adhered High · Score: 14.4

Guideline #109: Adhered High · Score: 14.4

Guideline #110: Violated High · Score: -7.2

Guideline #111: Not Applicable · Score: 0.0

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Field Labels & Microcopy

7 Guidelines · Score: -3.6

“Broken” Performance

Guideline #112: Violated Low · Score: -9.6

Guideline #113: Adhered High · Score: 16.7

Guideline #114: Adhered High · Score: 12.0

Guideline #115: Violated High · Score: -9.6

Guideline #116: Violated Low · Score: -6.0

Guideline #117: Not Applicable · Score: 0.0

Guideline #118: Violated High · Score: -7.2

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Field Design & Features

8 Guidelines · Score: -15.6

“Broken” Performance

Guideline #119: Violated High · Score: -16.7

Guideline #120: Violated High · Score: -12.0

Guideline #121: Adhered High · Score: 12.0

Guideline #122: Adhered High · Score: 12.0

Guideline #123: Violated High · Score: -7.2

Guideline #124: Violated Low · Score: -3.6

Guideline #125: Violated High · Score: -7.2

Guideline #126: Issue Resolved · Score: 7.2

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Default Values & Autocompletion

8 Guidelines · Score: 32.3

Guideline #127: Adhered High · Score: 16.7

Guideline #128: Violated High · Score: -14.4

Guideline #129: Issue Resolved · Score: 14.4

Guideline #130: Adhered High · Score: 12.0

Guideline #131: Not Applicable · Score: 0.0

Guideline #132: Violated Low · Score: -3.6

Guideline #133: Not Applicable · Score: 0.0

Guideline #134: Adhered High · Score: 7.2

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All 50 sites were benchmarked across the 134 guidelines from the E-Commerce Checkout usability study. During our evaluation, Toys'R'Us' checkout process adhered to 63 usability guidelines, violated 49, and scored neutral on 5 occasions, while a remaining 17 guidelines weren’t applicable.

See methodology to read up on the evaluation criteria and scoring algorithm.

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Toys'R'Us' Checkout Design

The checkout process of Toys'R'Us is 8 steps long and has been marked up with 113 examples of usability best (and worst) practices.

Tip: See the full-size screenshots by clicking the thumbnails below or clicking the arrows on the edge of the page.

Checkout Step 1

Checkout Step 2

Checkout Step 3

Checkout Step 4

Checkout Step 5

Checkout Step 6

Checkout Step 7

Checkout Step 8

Checkout Step 1 of 8 Cart

In this checkout step there's 20 highlights (pro only) outlining what Toys'R'Us are doing right and wrong.

Tip: Navigate using the arrows on the left and right of the page.

Checkout Step 2 of 8 Shipping address, Billing address

In this checkout step there's 31 highlights (pro only) outlining what Toys'R'Us are doing right and wrong.

Tip: Navigate using the arrows on the left and right of the page.

Checkout Step 3 of 8 Address validator

In this checkout step there's 3 highlights (pro only) outlining what Toys'R'Us are doing right and wrong.

Tip: Navigate using the arrows on the left and right of the page.

Checkout Step 4 of 8 Gifting

In this checkout step there's 3 highlights (pro only) outlining what Toys'R'Us are doing right and wrong.

Tip: Navigate using the arrows on the left and right of the page.

Checkout Step 5 of 8 Delivery options

In this checkout step there's 9 highlights (pro only) outlining what Toys'R'Us are doing right and wrong.

Tip: Navigate using the arrows on the left and right of the page.

Checkout Step 6 of 8 Payment

In this checkout step there's 25 highlights (pro only) outlining what Toys'R'Us are doing right and wrong.

Tip: Navigate using the arrows on the left and right of the page.

Checkout Step 7 of 8 Order review

In this checkout step there's 10 highlights (pro only) outlining what Toys'R'Us are doing right and wrong.

Tip: Navigate using the arrows on the left and right of the page.

Checkout Step 8 of 8 Receipt

In this checkout step there's 12 highlights (pro only) outlining what Toys'R'Us are doing right and wrong.

Tip: Navigate using the arrows on the left and right of the page.

Industry Comparison: Sports, Toys & Hobbies

Overall Toys'R'Us ranks 37 when comparing their checkout UX performance against the 49 other major US e-commerce sites in the benchmark, and ranks 6 in the Sports, Toys & Hobbies industry.

Poor

Acceptable

Good

1. Disney

2. Bass Pro Shops

3. Cabela's

4. Musician's Friend

5. REI

6. Toys'R'Us

6 More UX Case Studies of Toys'R'Us

There’s also E-Commerce Checkout benchmark reviews of Toys'R'Us available from other years: 2012

Toys'R'Us' Homepage & Category #31

Usability Score: 986

Pay special attention to their:

Intermediary Category Pages

Site-Wide Layout

+ 2 more pages

Toys'R'Us' E-Commerce Search #33

Usability Score: 85

Pay special attention to their:

Results Logic & Guidance

Query Types

Toys'R'Us' E-Commerce Product Lists #21

Usability Score: 259

Pay special attention to their:

Loading Products

Scope & Logic

Toys'R'Us' Mobile E-Commerce #17

Usability Score: 448

Pay special attention to their:

Product Descriptions & Specs

+ 11 more pages

Toys'R'Us' Product Page #59

Usability Score: 116

Pay special attention to their:

Specifications Sheet

Product Page Layout

Navigation

Cart & Checkout

Toys'R'Us

Toys'R'Us' Checkout UX

Overall Checkout UX Performance

Shopping Cart & “Added to Cart” Behavior

Account Selection & Creation

Customer & Address Information

Gifting Flow & Features

Shipping & Store Pickup

Payment Flow & Methods (Incl. 3rd-Party)

Credit Card Form

Order Review

Order Confirmation & E-Mail

Page Design

User Attention & Interactions

Cross-Sells

Form Design & Features

Validation Errors & Data Persistence

Address Validators

Field Labels & Microcopy

Field Design & Features

Default Values & Autocompletion

Toys'R'Us' Checkout Design

Checkout Step 1 of 8 Cart

Checkout Step 2 of 8 Shipping address, Billing address

Checkout Step 3 of 8 Address validator

Checkout Step 4 of 8 Gifting

Checkout Step 5 of 8 Delivery options

Checkout Step 6 of 8 Payment

Checkout Step 7 of 8 Order review

Checkout Step 8 of 8 Receipt

Industry Comparison: Sports, Toys & Hobbies

1. Disney

2. Bass Pro Shops

3. Cabela's

4. Musician's Friend

5. REI

6. Toys'R'Us

6 More UX Case Studies of Toys'R'Us

Toys'R'Us' Homepage & Category #31

Toys'R'Us' E-Commerce Search #33

Toys'R'Us' E-Commerce Product Lists #21

Toys'R'Us' Mobile E-Commerce #17

Toys'R'Us' Product Page #59