付款時(shí)要求輸驗(yàn)證碼，成放棄購(gòu)物一大主因

Every year, the average American backs out of 96 online purchases halfway through — saving a ton of money in the process, according to new research.

根據(jù)一項(xiàng)新的研究，美國(guó)人平均每年會(huì)在96次網(wǎng)上購(gòu)物的中途退出——在這個(gè)過(guò)程中節(jié)省了大量的錢。

A new study into online shopping habits found the average American saves over $2,500 a year just by xing-out of the window in the middle of a purchase.

一項(xiàng)關(guān)于網(wǎng)上購(gòu)物習(xí)慣的新研究發(fā)現(xiàn)，美國(guó)人平均每年僅在購(gòu)物時(shí)就能節(jié)省2500美元。

And it doesn’t take much at all to push us away from an online purchase.

而且不需要太多就能讓我們放棄網(wǎng)上購(gòu)物。

The survey of 2,000 Americans, conducted by OnePoll on behalf of Forter, found over half of Americans (51 percent) would, frustratingly, back out of a purchase if the checkout process pushed them to a new tab or window.

這項(xiàng)由福特委托OnePoll公司開(kāi)展的調(diào)查共有2000名美國(guó)人參加。調(diào)查發(fā)現(xiàn)，如果結(jié)賬過(guò)程把他們推到新標(biāo)簽或新窗口，超過(guò)一半的美國(guó)人(51%)會(huì)放棄購(gòu)物，這讓人很沮喪。

Americans also hate having to go through extra verification measures. Over half of the survey respondents said they are less likely to go through with a purchase if they are prompted to receive an SMS code on their phone to prove it’s them.

美國(guó)人也討厭通過(guò)額外的驗(yàn)證措施。超過(guò)一半的受訪者表示，如果他們的手機(jī)被提示接收短信號(hào)碼以證明是自己的手機(jī)號(hào)碼，他們就不太可能完成購(gòu)物。

It isn’t just buying something for themselves, either. Fifty-one percent have backed out of buying somebody a gift because the check-out process frustrated them.

也不只是給自己買東西。51%的人因?yàn)榻Y(jié)賬過(guò)程讓他們感到沮喪而放棄給別人買禮物。

The survey also laid out the top annoyances when it comes to online shopping frustrations and found the thing most likely to have us clicking that X button out of our shopping cart is having to re-enter our credit card information (50 percent).

調(diào)查還列出了網(wǎng)上購(gòu)物最讓人煩惱的事情，發(fā)現(xiàn)最可能讓我們點(diǎn)擊購(gòu)物車?yán)锿顺鲦I的，是不得不重新輸入我們的信用卡信息(50%)。

Re-entering our shipping information has also caused 44 percent of us to decide whatever we wanted to buy is not worth it, while having to re-login also caused fits for 42 percent.

重新輸入我們的物流信息也導(dǎo)致44%的人認(rèn)為我們想買的東西不值得，而重新登錄也導(dǎo)致42%的人感到不適。

“Today’s shoppers are becoming more and more accustomed to Amazon’s 1-Click checkout and expedited shipping,” said Michael Reitblat, co-founder and CEO of Forter.

Forter聯(lián)合創(chuàng)始人兼首席執(zhí)行官邁克爾•雷特布拉特(Michael Reitblat)表示:“如今的購(gòu)物者越來(lái)越習(xí)慣于亞馬遜的一鍵結(jié)賬和加快發(fā)貨。”

“They deliver the gold standard in customer service and experience, and many brands are struggling to keep up. Merchants need to balance the risk of fraud with the expectation of speed and convenience.“

“他們?cè)诳蛻舴?wù)和體驗(yàn)方面提供了黃金標(biāo)準(zhǔn)，許多品牌都在努力跟上。商家需要在欺詐的風(fēng)險(xiǎn)與對(duì)速度和便利的期望之間取得平衡。”

The frustration can stem from Americans expecting online shopping to be more convenient than shopping in stores, as three in four said shopping online was how they preferred to do it.

這種挫敗感可能源于美國(guó)人期望網(wǎng)上購(gòu)物比在商店購(gòu)物更方便，四分之三的美國(guó)人說(shuō)他們更喜歡網(wǎng)上購(gòu)物。

Buyers tend to bail out of their purchases if they have to complete more than just three steps to get their purchase transacted.

如果買家需要完成三個(gè)以上的步驟才能完成交易，他們往往會(huì)放棄購(gòu)買。

It’s especially true if the purchase is a bit on the expensive side. Four in five Americans (81 percent) said their frustration with the check-out process will mount much more quickly if the item costs a lot.

如果買的東西貴了一點(diǎn)，那就更是如此。五分之四(81%)的美國(guó)人表示，如果東西太貴，他們對(duì)結(jié)賬程序的不滿會(huì)增加得更快。

And sometimes they will simply add items to their cart and save them for later.

有時(shí)他們只是簡(jiǎn)單地將商品添加到購(gòu)物車中，然后保存起來(lái)。

The average American was found to have $116.07 worth of items spread across many online shopping carts, with 27 percent saying that number is actually higher.

調(diào)查發(fā)現(xiàn)，美國(guó)人的購(gòu)物車中平均有價(jià)值116.07美元的商品，27%的人說(shuō)這個(gè)數(shù)字實(shí)際上更高。

“Instant gratification is the new expected customer norm. Brands with online platforms that delay that need will see higher rates of cart abandonment and customer drop off,” Reitblat said.

“即時(shí)滿足是新的顧客期望標(biāo)準(zhǔn)。擁有在線平臺(tái)的品牌如果推遲了這一需求，將會(huì)導(dǎo)致更高的購(gòu)物車放棄率和顧客減少。”Reitblat說(shuō)。

“Merchants need technology that empowers them to identify and stop fraudsters while ensuring legitimate customers receive the shopping experience they expect. In today’s competitive e-commerce landscape, managing risk while delivering the most frictionless customer experience is imperative.“

“商家需要能夠識(shí)別和阻止騙子的技術(shù)，同時(shí)確保合法客戶獲得他們期望的購(gòu)物體驗(yàn)。在當(dāng)今競(jìng)爭(zhēng)激烈的電子商務(wù)環(huán)境中，在提供最順暢的客戶體驗(yàn)的同時(shí)管理風(fēng)險(xiǎn)是當(dāng)務(wù)之急。”