人们放弃在线购物车的10个理由

You design a beautiful ecommerce website. You populate it with a number of awesome products, and you make sure that the products are showcased well. You spend a good amount of time, effort and money on digital marketing and advertising to drive visitors to your website. Finally, your effort bears fruit – customers come, select products and place them in their shopping cart.

您设计了一个漂亮的电子商务网站。 您在其中填充了许多很棒的产品，并确保正确展示了这些产品。 您在数字营销和广告上花费了大量时间，精力和金钱，以吸引访问者访问您的网站。 最终，您的努力取得了成果–顾客来了，选择产品并将其放入购物车。

Then, they abandon the shopping cart and leave.

然后，他们放弃购物车离开。

Shopping cart abandonment is one of the most exasperating things that customers do. While some people may simply be browsing for products and checking out your website, when you detect a high rate of shopping cart abandonment, you need to take a close look at what’s happening.

放弃购物车是顾客最恼怒的事情之一。 尽管有些人可能只是在浏览产品并检查您的网站，但是当您发现大量放弃购物车时，您需要仔细观察正在发生的事情。

Experian Simmons, Forrester Research, ComScore and several other reputable research and survey organizations have tried to get to the bottom of the issue. At different points of time during the last few years, they have surveyed a number of ecommerce visitors and tracked the online transactions to understand what makes people abandon shopping carts. Here are 10 of the most common reasons customers decide to abandon their online shopping carts and leave your online store without spending any money.

益百利西蒙斯(Experian Simmons)，Forrester Research，ComScore以及其他一些著名的研究和调查组织都试图将问题弄到底。 在过去几年的不同时间点，他们对许多电子商务访问者进行了调查，并跟踪了在线交易，以了解是什么使人们放弃了购物车。 客户决定放弃在线购物车并不花钱就离开您的在线商店的最常见原因有以下10个。

1.烦恼复杂的结帐流程 (1. Annoyed at Complicated Checkout Process)

The checkout process needs to be as simple, smooth and quick as possible. If you make the user fill out too many forms or perform too many complicated or repetitive actions, the impatient customer will abandon the cart and leave.

结帐流程必须尽可能简单，流畅和快速。 如果您让用户填写太多表格或执行太多复杂或重复的操作，那么急躁的客户将放弃购物车并离开。

2.高运输成本或低运输速度 (2. High Shipping Costs or Slow Shipping)

People are not okay with paying high shipping rates. Most people buy online because they can get the goods delivered at their doorstep and get discount at the same time. But high shipping costs increase the price and take away their motivation. Also, online buyers are often buying goods on impulse – if they realize that it will take weeks for the product to reach them, they may look elsewhere.

人们不愿意支付高运费。 大多数人在线购物是因为他们可以在他们家门口提货并同时获得折扣。 但是高昂的运输成本增加了价格并抵消了他们的动力。 此外，在线购买者通常会一时冲动购买商品–如果他们意识到商品到达交付商品需要数周的时间，他们可能会寻找其他地方。

3.延迟列出的运输成本 (3. Shipping Costs Listed Late)

Most online sellers know that high shipping costs are a big no-no. So, they try and get the customers interested in a product. Once the customer has placed a product in the shopping cart, they slyly add the shipping cost to the total cost. Needless to say, customers hate this and they are quick to abandon the cart.

大多数在线卖家都知道高运输成本是一个很大的禁忌。 因此，他们尝试使客户对产品感兴趣。 一旦客户将产品放入购物车，他们就会巧妙地将运输成本添加到总成本中。 不用说，客户讨厌这个，他们很快就放弃了购物车。

4.强制注册和创建帐户 (4. Forced to Register and Create an Account)

Collecting client details is undoubtedly useful. The more information you have about a client, the better you can market – and deliver – your products to them. A registered user is more likely to visit the site again and develop loyalty. Ecommerce stores try to get this information by forcing the user to register with the website. Most people just want to buy and leave. Sites that do not allow the users to buy goods as guest visitors see a high rate of shopping cart abandonment.

收集客户详细信息无疑是有用的。 关于客户的信息越多，就可以更好地向他们推销产品并交付给他们。 注册用户更有可能再次访问该网站并建立忠诚度。 电子商务商店试图通过强迫用户在网站上注册来获取此信息。 大多数人只想购买然后离开。 不允许用户以访客身份购买商品的网站看到了很高的购物车放弃率。

5.缺乏付款方式 (5. Lack of Payment Options)

There are dozens of different credit and debit card companies out there and there are several different methods that people can use to make online payments. Many customers want to buy products, but are forced to abandon the carts because the ecommerce website doesn’t make provisions for their particular preferred or available method of payment.

那里有数十家不同的信用卡和借记卡公司，人们可以使用几种不同的方法进行在线支付。 许多客户想购买产品，但由于电子商务网站未为其特定的首选或可用付款方式做出规定，因此不得不放弃购物车。

6.不确定安全功能 (6. Unsure of Security Features)

Most people are comfortable shopping on large and popular ecommerce websites, but when it comes to smaller, lesser known websites, they are afraid of phishing and other fraudulent activities. Many users bring their online shopping expedition to an abrupt end if they become unsure of the security features of an ecommerce store.

大多数人都喜欢在大型且受欢迎的电子商务网站上购物，但是当涉及到规模较小，鲜为人知的网站时，他们担心网络钓鱼和其他欺诈活动。 如果许多用户不确定电子商务商店的安全功能，他们的在线购物探险将突然结束。

7.优惠券代码和促销优惠 (7. Coupon Codes and Promotional Offers)

Savvy online buyers know that if they can get a discount coupon, they can save a lot of money. So, websites that have a coupon code button see a lot of shopping cart abandonment – the users go in search of the coupon code and come back only if they can find one.

精明的在线买家知道，如果他们可以获得折扣券，就可以节省很多钱。 因此，带有优惠券代码按钮的网站会看到很多购物车被遗弃的情况–用户搜索优惠券代码，只有找到一个即可使用。

8.缺乏产品信息 (8. Lack of Product Information)

Some buyers are 100% sure of what they want to buy, while others expect to find product information and comparisons on the store. When they do not find enough information about the product, they decide not to buy, or continue their search to find information.

一些购买者对他们要购买的产品有100％的把握，而另一些则希望在商店中找到产品信息和比较信息。 当他们找不到有关产品的足够信息时，他们决定不购买或继续搜索以找到信息。

9.高产品成本 (9. High Cost of Product)

At times, there is nothing you can do: if the product is too costly for the users, they will not buy it. Also, if you are applying taxes to the products and driving up the price, the users may look elsewhere or consider buying it for less in a physical store.

有时，您无能为力：如果产品对于用户来说太贵了，他们将不会购买。 同样，如果您要对产品加税并提高价格，则用户可能会转向其他地方，或者考虑在实体店中购买较少的产品。

10.想环顾四周 (10. Want to Look Around)

Just as people in the physical world visit stores simply to check out stuff, online buyers also visit online stores to check out products and prices. These visitors do not intend to buy, and there is nothing you can do to stop them from abandoning the cart. But, they often do have the intention of buying at some time – by sending automated emails reminding them to buy the products, you can increase chances of conversions at a later point of time.

就像现实世界中的人们只是光顾商店来检验商品一样，在线购买者也光顾网络商店来检验产品和价格。 这些访客不打算购买，您无法采取任何措施阻止他们放弃购物车。 但是，他们通常确实有意在某些时候进行购买–通过发送自动电子邮件提醒他们购买产品，您可以在以后的某个时间点增加转化的机会。

How does your site rate? If you are concerned about a high rate of shopping cart abandonment, it might be worth considering the above list for possible influencing factors. With some, you will be able to devise and implement your own way of dealing with them. With others – or if you can’t discern what the cause of a high abandonment rate might be – it might be a good idea to hire a professional.

您的网站评分如何？ 如果您担心购物车被遗弃的可能性很高，则可能值得考虑上面列出的可能的影响因素。 与某些人一起，您将能够设计和实现自己的应对方式。 与其他人一起(或者如果您无法确定高放弃率的原因是什么)，雇用专业人员可能是一个好主意。

翻译自: https://www.sitepoint.com/10-reasons-people-abandon-online-shopping-carts/