付款時要求輸驗證碼，成放棄購物一大主因

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)一項新的研究，美國人平均每年會在96次網(wǎng)上購物的中途退出——在這個過程中節(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.

一項關(guān)于網(wǎng)上購物習(xí)慣的新研究發(fā)現(xiàn)，美國人平均每年僅在購物時就能節(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.

這項由福特委托OnePoll公司開展的調(diào)查共有2000名美國人參加。調(diào)查發(fā)現(xiàn)，如果結(jié)賬過程把他們推到新標(biāo)簽或新窗口，超過一半的美國人(51%)會放棄購物，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.

美國人也討厭通過額外的驗證措施。超過一半的受訪者表示，如果他們的手機被提示接收短信號碼以證明是自己的手機號碼，他們就不太可能完成購物。

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%的人因為結(jié)賬過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)上購物最讓人煩惱的事情，發(fā)現(xiàn)最可能讓我們點擊購物車?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:“如今的購物者越來越習(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.“

“他們在客戶服務(wù)和體驗方面提供了黃金標(biāo)準(zhǔn)，許多品牌都在努力跟上。商家需要在欺詐的風(fēng)險與對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人期望網(wǎng)上購物比在商店購物更方便，四分之三的美國人說他們更喜歡網(wǎng)上購物。

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以上的步驟才能完成交易，他們往往會放棄購買。

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，那就更是如此。五分之四(81%)的美國人表示，如果東西太貴，他們對結(jié)賬程序的不滿會增加得更快。

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

有時他們只是簡單地將商品添加到購物車中，然后保存起來。

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)，美國人的購物車中平均有價值116.07美元的商品，27%的人說這個數(shù)字實際上更高。

“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.

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

“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.“

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