User research: Analyzing the users of the consumer website why they just don't buy

If you're running an online shopping site, adding a shopping cart is an action that we all expect, but a huge funnel is exactly what happens after that. This is called Shopping cart abandonment (cart discard).

It's a funnel, it's a gold mine

Imagine if you were running an online shopping site. You spend a lot of time and money doing search engine optimization, spending a lot of promotional money, it maintains a product development, marketing, design, customer service team of hundreds and even thousands of dozens of people, and even invests a lot of money to do logistics and warehousing, but you have to admit and accept a huge funnel that happens daily on your site.

That's the funnel from the visitor to the real purchase.

Come to the website > Find products > Add Shopping cart > Order > Payment success

But remember that chart I was talking about? "Come to the site" This step, behind a large number of promotional costs to rise.

and "Find products" sometimes as a store is also more than the heart, such as the sale of products are not users want to find, due to the size and cost constraints, the product can not do mass and so on. The lower funnel loss rate is a huge gold mine to be dug up, which is a rise in profits without cost.

Adding a shopping cart is an action we all expect, but a huge funnel is exactly what happens after that. This is called Shopping cart abandonment (cart discard).

Why are the shopping carts discarded?

In real life, we often see abandoned shopping carts in supermarkets.

They or because they found in the checkout did not bring enough money or a temporary regret, a lot of reasons, remember that I have to go shopping, loaded with a basket of things, the result encountered a very long queue of people, weighing a long time, abandoned the shopping cart. There are a variety of reasons, but generally not because of concerns about security.

Take a look at a variety of research reports.

• PayPal in 2009, the eighth annual merchant survey, found that there are about 45% of the shopping cart rejection rate, which led users to abandon the shopping cart is the main reason for the high freight (occupy 46%) reasons, and the second factor is security concerns (21%). EMarketer in their July 30, 2009 article "The Sad tale of the abandonment shopping carts" to make a statement summary:

1. Shipping costs are too expensive--46% (have you ever tried to set shipping rates based on the different personalization of the user's location?) ）
2. Want to do a shopping comparison--37% (can you keep these users ' shopping data for 30 days in case they turn back?) ）
3. Not enough money to--36% (can you make a proposal that they can't refuse?) ）
4. Looking for coupons--27% (are you prompting them to find coupons?) ）
5. Unable to find a preferred method of payment--24% (find a way to receive cash)
6. Found out that the goods are out of stock or other reasons can not buy--23% (this issue should be addressed on the product introduction page, or it will adversely affect the brand trust)
7. There is no customer support--22% (this can be solved by the point of Action optimization). ）
8. Security concerns--21% (this can also be solved with Action point optimization and trust creation)

• In 2006, MarketingSherpa, a renowned market research firm, published a survey showing that the rate of abandonment of shopping carts was as high as 60%. Anne Holland, founder of Markeingsherpa, offers four recommendations to improve conversion rates, of which two are related to security.

1. Show more secure logos (icons)
2. A statement of privacy protection and trust should be included next to the area where users are required to fill out their personal data.

Unfortunately, the simplest and most effective measures are often overlooked by us.

Anne Holland said with regret: "We have emphasized this for many years, but seeing that many businesses still ignore it completely makes me almost crazy." Yes, there is data to show that these initiatives do work. Yes, it's really shocking and simple and doable ... It may take only 10 seconds to program. I don't know why it's been overlooked, is it because it's too easy? ”

• In 2009, Jeff Goodell, director of Technology Research, conducted a survey of 516 users on behalf of McAfee, showing that:

1. 45% of people came to the final step of the order and abandoned the cart for fear of safety.
2. 63% of people don't shop on a Web site without any security tags (trustmarks), even if they have a chance to make a bargain.
3. There are 1 people per 3 individuals who are at risk for most websites.
4. 95% of people have security concerns on sites they have never heard of before.

Those who did not abandon the shopping cart customers, there are many is a long time to come back to complete the order, which is called shopping delay, is to complete a series of actions, pick products, add shopping cart, then? is to delay the single, even after many days and back to complete the order. This may be a bit more comforting than a total abandonment of a shopping cart, but what about it? Can't we just wait for the poor cart and wait for the user to come or not?

• McAfee recently analyzed the behavior of more than 16300 tourists and purchased nearly 2.6 million dollars over a 2-year period in order to get a better understanding of the "just don't buy" phenomenon-what is it? What caused it? And as a merchant, what can be done to reduce these phenomena. A core discovery is that the average delay (Delay time) from the first visit to the final order is 35 hours and 54 minutes.
• What makes the user hesitant?
  
  1. brand recognition: higher-identifying brand sites can push users to order earlier than the average brand. For example, a well-known children's plush toy retailer is the fastest in our top 25 to allow users to place orders (the average time is 3 hours and 5 minutes), similarly, a very popular online entertainment ticketing retailer ranked eighth-the average time from access to the order was only 2 hours and 11 minutes.
  2. crowd and experience: faster orders for users who are more experienced online shopping. They are familiar with the sequence of orders to pay--mostly young people. Well, think about who your product is targeting? If your product is sold to young people, branding to design should cater to young people, and if you are promoting or designing for the elderly, you may attract them, but you should be prepared for a 4-day "hesitant" purchase delay. They are hard to make up their minds and are more concerned about security issues.
  3. Competitor: If you sell something and a lot of your competitors are selling it, then you have to deal with longer waiting times. And if you sell things that are special or difficult to find, you can expect quicker purchase decisions. For example, a CD-music retailer has a 6.5-day purchase delay.
  4. Price: higher-priced goods or more-expensive orders need to wait longer to complete, especially in times of economic downturn.
  5. Novelty: new services and products, and if they are expensive to experiment with, it will take a long time to wait. In McAfee's research, it takes an average of 4 days and 21 hours for customers to actually place orders when they use a delivery service.

And how does McAfee get such data? E-commerce merchants using McAfee services must accept McAfee's daily inspection and scanning of the Web site to remove information theft, hacker attacks, and other security vulnerabilities, and McAfee has done 800 A/b version of their customers ' tests (A/b test), There is McAfee's security tag (the security token is a site that helps the website to tell visitors that the site is scanned by a daily hacker vulnerability) and is not compared to McAfee. The test results showed a significant increase in the conversion rate from visitors to buyers (10.85%) in the case of safety tags, and a 11.33% increase in the conversion rate for more cautious buyers (who often wait for a single day or longer). This means that this security tag is more effective for this type of buyer.

McAfee's report contains detailed data and graphs, and interested students are welcome to continue digging, to illustrate, as the report is the output of McAfee, and the purpose of marketing, so the data and charts can also have reservations. Can be viewed in conjunction with other reports.

How to let the user rest assured the order?

As many customers as possible to come down with as many orders as possible-this is undoubtedly the dream of all E-commerce site operators.

However, users need to be assured that they can, how to reassure them? Things that look easy are not necessarily easy to do.

Around the above research and discovery, McAfee gives some suggestions, hope that their merchants can really stand on the customer's purchase process to rethink, need to answer the customer's questions, so as to guide them to really rest assured that the order.

1. Price and Availability

Does this business really have the product that I need?

Do I like this shape, color and design?

How much does it cost to transport?

How does the total price compare with other retailers?

2. Security and Trust

Do I know and trust this company, website or brand?

Will they give me a quick delivery?

Can they carry out the return policy? Do you have after-sale protection?

Can I safely disclose my personal information and financial information to this site?

Remember a fact, and often the following facts.

One out of every 5 people has given up the shopping cart because of security concerns.

And these 5 people are you spend a lot of money to buy back.

McAfee recommends a win in the fierce market competition, and as an E-commerce store, they need to do a few things around the following three areas:
Enhance security and promote security initiatives:

Not only to ensure the safety of their customers, but also to let them know and understand. Using a transparent privacy policy to make them feel secure, use the verification and verification icon to explain to the customer that their site has passed a third party security scan, so that consumers believe that businesses are doing their best to ensure their safety.

About privacy and personal information protection this quickly, as if the domestic E-commerce site has not been emphasized, but if your target market is foreign users, you must be careful. Alibaba in the Canton Fair for buyers of the survey, found that foreigners for personal information and financial information of the approval is very cautious, when a buyer claims that they will not register, our staff volunteered to help him register, the result when asked him to provide personal information, he said: "Can not register?" I don't want to provide this information. "Buyers are worried that their contact details will be harassed and more people are worried about getting ID scams, and that financial information, such as paying the required credit card account, is a higher threshold."

Strengthen security initiatives, but it is most important for users to understand these initiatives so that they can eliminate their concerns as much as possible.

I suggest that e-commerce sites need to think about:

1. What security measures do I have?

For example: Privacy protection strategy, after-sale protection, return replacement policy, real-time online customer service, all-weather third-party scanning, third-party authentication, SSL encryption for data transmission ... Think about it as much as possible, what have I done? What else do I need to do?

2. Can I make my users aware of these security initiatives?

Just do no, the key is to let the user at the right time to understand.

When the user just came to this website, how did you make him stay for 1 minutes by first impression, and feel that you are a professional, safe and secure E-commerce site?

Can you let users know how to start the next step without having to think too much?

What can you do to protect your personal information when you are in a registered form, so that a user is worried?

When searching for products, can you let them know the correctness of the product information? Who is publishing them? Is it truthfully described? Should I be trusted? Can you tell users how to identify the effectiveness of product information?

After joining the shopping cart, can you tell the user that the way to pay is safe and that he can make his own choice? Can you tell him that he will never disclose his financial information? Can you tell him what to do if he is not satisfied with the product? Is it possible to provide a timely customer service function or a direct dial phone in a place where the user has concerns?

3. Did I really do it?

Don't just promise not to implement. Users do not suffer the problem is "only guarantee not implementation" of the site's lucky, but once the user encountered and found that the site did not fulfill any prior commitment to the responsibility, it will be the extinction of trust. Word-of-mouth marketing can also quickly spread a bad comment, I believe you will be able to experience the "good things do not go out, bad things spread thousands of miles" effect.

Come here first, I will attach the relevant report and the address of the article later for interested students to refer to. I know this article is actually stressing "the importance of security and trust," but most people already understand this fact, but have not materialized digitization. More people are trying to understand that security and trust are important, so what do I need to do? I'm a designer, what do I need to do? I am customer service, what do I want to do? I'm a product planner, what do I need to do? Security and trust, is definitely a global problem, I also need to clean up my folders and ideas, will be in the follow-up to share with you the experience of this period of time. Take a lot of bricks.