{"id":16760,"date":"2020-02-13T16:05:17","date_gmt":"2020-02-13T14:05:17","guid":{"rendered":"https:\/\/www.gpec.ro\/blog\/?p=16760"},"modified":"2020-02-13T16:06:28","modified_gmt":"2020-02-13T14:06:28","slug":"motive-pentru-care-clientii-abandoneaza-cosul-de-cumparaturi","status":"publish","type":"post","link":"https:\/\/www.gpec.ro\/blog\/motive-pentru-care-clientii-abandoneaza-cosul-de-cumparaturi","title":{"rendered":"Motive pentru care clien\u021bii abandoneaz\u0103 co\u0219ul de cump\u0103r\u0103turi. Ce pot face magazinele online?"},"content":{"rendered":"<div class=\"fcbkbttn_buttons_block\" id=\"fcbkbttn_left\"><div class=\"fcbkbttn_like \"><div class=\"fb-like fb-like-button_count\" data-href=\"https:\/\/www.gpec.ro\/blog\/motive-pentru-care-clientii-abandoneaza-cosul-de-cumparaturi\" data-colorscheme=\"light\" data-layout=\"button_count\" data-action=\"like\"  data-size=\"small\"><\/div><\/div><\/div><p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-large wp-image-16761\" src=\"https:\/\/www.gpec.ro\/blog\/wp-content\/uploads\/2020\/02\/blog_gpec-Christian-Holst-1-1024x586.jpg\" alt=\"header quote christian holst\" width=\"910\" height=\"521\" srcset=\"https:\/\/www.gpec.ro\/blog\/wp-content\/uploads\/2020\/02\/blog_gpec-Christian-Holst-1-1024x586.jpg 1024w, https:\/\/www.gpec.ro\/blog\/wp-content\/uploads\/2020\/02\/blog_gpec-Christian-Holst-1-300x172.jpg 300w, https:\/\/www.gpec.ro\/blog\/wp-content\/uploads\/2020\/02\/blog_gpec-Christian-Holst-1-768x439.jpg 768w, https:\/\/www.gpec.ro\/blog\/wp-content\/uploads\/2020\/02\/blog_gpec-Christian-Holst-1.jpg 1776w\" sizes=\"auto, (max-width: 910px) 100vw, 910px\" \/><\/p>\n<p><b>Abandonul co\u0219ului de cump\u0103r\u0103turi se poate \u00eent\u00e2mpla la oricare pas din procesul de comand\u0103, mai ales atunci c\u00e2nd magazinele online nu \u00een\u021beleg comportamentul utilizatorilor \u0219i nu fac un efort s\u0103 aplice <a href=\"https:\/\/www.gpec.ro\/oferta-early-adopters-competitia-magazinelor-online-gpec-2020\/\">bunele practici \u00een e-commerce<\/a>. Am vorbit despre aceast\u0103 problem\u0103 cu <a href=\"https:\/\/www.linkedin.com\/in\/chholst\/\">Christian Holst<\/a>, Research Director \u0219i Co-fondator <a href=\"https:\/\/baymard.com\/\">Baymard Institute<\/a>, \u0219i am mai aflat multe alte informa\u021bii interesante din cercet\u0103rile derulate de el \u00een ultima perioad\u0103.<\/b><\/p>\n<p><!--more--><\/p>\n<p><span style=\"font-weight: 400;\">Din ce cauz\u0103 abandoneaz\u0103 oamenii co\u0219ul de cump\u0103r\u0103turi? \u00cen majoritatea cazurilor, userii \u00eentrerup procesul de cump\u0103rare din dou\u0103 motive: nu \u0219tiu cum s\u0103 parcurg\u0103 to\u021bi pa\u0219ii p\u00e2n\u0103 la cap\u0103t, sau se enerveaz\u0103 pentru c\u0103 <strong>sunt prea mul\u021bi pa\u0219i de completat<\/strong>. Magazinele online ar trebui s\u0103 investeasc\u0103 \u00een cercetare \u0219i <strong>s\u0103 studieze comportamentul utilizatorilor<\/strong> \u00een procesele de check-out. Trebuie s\u0103 descopere care sunt erorile \u0219i la c\u00e2\u021bi utilizatori acestea se afi\u0219eaz\u0103. Dac\u0103 \u00ee\u0219i permit, ar putea chiar s\u0103 recruteze c\u00e2teva persoane, s\u0103 le lase s\u0103 plaseze o comand\u0103 \u0219i s\u0103 le observe comportamentul pe site. Aceasta ar fi una din modalit\u0103\u021bile prin care business-urile pot afla ce func\u021bioneaz\u0103 \u0219i ce nu \u00een procesul de comand\u0103 online.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Un alt motiv pentru care clien\u021bii abandoneaz\u0103 co\u0219ul este pentru c\u0103 <strong>nu au \u00eencredere \u00een companii<\/strong> atunci c\u00e2nd li se cere num\u0103rul de telefon. Cercet\u0103rile derulate de Christian arat\u0103 c\u0103 <strong>13%<\/strong> <strong>din v\u00e2nz\u0103ri se pierd<\/strong> tocmai din acest motiv. Oamenii se tem c\u0103 numerele de telefon vor fi folosite de companii <strong>\u00een scop de marketing<\/strong>. La fel se \u00eent\u00e2mpl\u0103 \u0219i \u00een cazul e-mail-ului. De fapt, numerele de telefon sunt date mai departe c\u0103tre companiile de curierat doar pentru a contacta clien\u021bii atunci c\u00e2nd livreaz\u0103 coletele.<\/span><\/p>\n<p><iframe loading=\"lazy\" title=\"When users get stuck: applying best practices in the check-out flow | Christian Holst @GPeC SUMMIT\" width=\"910\" height=\"512\" src=\"https:\/\/www.youtube.com\/embed\/b213T_xw67k?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; encrypted-media; gyroscope; picture-in-picture\" allowfullscreen><\/iframe><\/p>\n<p><span style=\"font-weight: 400;\">Aceste temeri sunt de \u00een\u021beles, de vreme ce multe magazine online chiar folosesc datele utilizatorilor \u00een scop de marketing. Christian ne informeaz\u0103 c\u0103 <em>\u201d\u00een Uniunea European\u0103 este acum ilegal s\u0103 \u00eencepi s\u0103 trimi\u021bi newslettere clien\u021bilor, dar nu este ilegal \u00een SUA, de exemplu. La momentul actual, chiar am urm\u0103rit asta, 26% din marile magazine online din SUA nu au pe pagina de comand\u0103 un checkbox pe care \u00eel po\u021bi selecta dac\u0103 vrei s\u0103 prime\u0219ti newslettere\u201d<\/em>. Dar clien\u021bii nu cunosc legea \u00een UE, ei au <strong>experien\u021be anterioare nepl\u0103cute<\/strong> cu website-uri americane \u0219i, \u00een consecin\u021b\u0103, nu au \u00eencredere \u00een niciun site care le cere num\u0103rul de telefon sau adresa de e-mail, se a\u0219teapt\u0103 la ce e mai r\u0103u.<\/span><\/p>\n<blockquote><p><i><span style=\"font-weight: 400;\">\u201dCel mai important este<strong> s\u0103 fii transparent<\/strong> cu ceea ce se \u00eent\u00e2mpl\u0103 cu datele utilizatorilor \u0219i pentru ce vrei s\u0103 le folose\u0219ti. Pentru c\u0103, atunc\u0103 c\u00e2nd clien\u021bii vor afla c\u0103 le vei folosi datele doar pentru \u00eentreb\u0103ri legate de comenzi sau transport, nu vor fi reticen\u021bi s\u0103 \u00ee\u021bi dea num\u0103rul de telefon, de exemplu. (&#8230;) A\u0219a c\u0103 nu trebuie s\u0103 nu mai ceri num\u0103rul de telefon, ci <strong>s\u0103 explici pentru ce \u00eel vei folosi<\/strong>.\u201d<\/span><\/i><\/p><\/blockquote>\n<p><span style=\"font-weight: 400;\">Un alt motiv pentru care clien\u021bii nu mai plaseaz\u0103 o comand\u0103 este pentru c\u0103 nu pot vedea <strong>costul de transport<\/strong> \u00een primii pa\u0219i de comand\u0103. Afl\u0103m de la Christian c\u0103 <em>\u201dmotivul pentru care 55% dintre utilizatori au abandonat co\u0219ul \u00een ultimul trimestru este din cauza costurilor de transport mult prea mari. Iar al\u021bi 20% au abandonat pentru c\u0103 nu au putut vedea costul de transport \u00een pagina co\u0219ului de cump\u0103r\u0103turi\u201d<\/em>. Solu\u021bia este ca m\u0103car s\u0103 se specifice un cost de transport estimat \u00een pagina co\u0219ului de cump\u0103r\u0103turi. Business-urile trebuie s\u0103 fie transparente \u00een comunicare \u0219i s\u0103 anticipeze probleme pe care le-ar putea avea utilizatorii, ca \u00een cazul de fa\u021b\u0103.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Pentru cei interesa\u021bi s\u0103 afle mai multe despre cercet\u0103rile \u00een zona de user experience pe care Christian \u0219i echipa lui le fac \u00een cadrul Baymard Institute, ei au pus la dispozi\u021bie o serie de resurse gratuite pe website: <strong>https:\/\/baymard.com\/blog\u00a0<\/strong><\/span><\/p>\n<p><span style=\"font-weight: 400;\">U<\/span><span style=\"font-weight: 400;\">rm\u0103ri\u021bi interviul integral pe <a href=\"https:\/\/youtu.be\/b213T_xw67k\">YouTube<\/a> pentru a afla detalii despre cercetarea \u00een UX \u0219i usability. <\/span><span style=\"font-weight: 400;\">Nu uita\u021bi s\u0103 v\u0103 abona\u021bi la <\/span><a href=\"https:\/\/www.youtube.com\/channel\/UCHXY2YItqwlBaO7XYzw_HPw\"><span style=\"font-weight: 400;\">canalul de YouTube GPeC<\/span><\/a><span style=\"font-weight: 400;\"> pentru mai multe interviuri \u0219i nout\u0103\u021bi din e-commerce!<\/span><\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<hr \/>\n<p><strong>GPeC 2019 este un eveniment powered by\u00a0<a href=\"https:\/\/www.fancourier.ro\/\">FAN Courier<\/a><\/strong><\/p>\n<p><strong>Gold Partner<\/strong>:\u00a0<a href=\"https:\/\/www.vtex.com\/\"><strong>VTEX<\/strong><\/a><\/p>\n<p><strong>Brought to you by:\u00a0<a href=\"https:\/\/www.orange.ro\/\">Orange<\/a><\/strong><\/p>\n<p><strong>Silver Partner:\u00a0<a href=\"https:\/\/retargeting.biz\/ro\/\" target=\"_blank\" rel=\"noopener noreferrer\">Retargeting<\/a><\/strong><\/p>\n<p><strong>Partener al Competi\u021biei Magazinelor Online:\u00a0<a href=\"https:\/\/carrefour.ro\/\" target=\"_blank\" rel=\"noopener noreferrer\">Carrefour<\/a><\/strong><\/p>\n<p><strong>Eveniment sus\u021binut de<\/strong>:\u00a0<strong><a href=\"https:\/\/brandgsm.ro\/\" target=\"_blank\" rel=\"noopener noreferrer\">BrandGSM<\/a><\/strong>,\u00a0<a href=\"https:\/\/www.dpd.com\/ro\"><strong>DPD<\/strong><\/a>,\u00a0<a href=\"https:\/\/dwf.ro\/\"><strong>DWF<\/strong><\/a>,\u00a0<a href=\"https:\/\/marketplace-leads.emag.ro\/\"><strong>eMAG Marketplace<\/strong><\/a>,\u00a0<a href=\"https:\/\/www.frisbo.ro\/\"><strong>Frisbo<\/strong><\/a>,\u00a0<a href=\"https:\/\/www.gts.ro\/\"><strong>GTS<\/strong><\/a>,\u00a0<strong><a href=\"https:\/\/www.kiehls.ro\/\" target=\"_blank\" rel=\"noopener noreferrer\">Kiehl\u2019s<\/a><\/strong>,\u00a0<a href=\"https:\/\/www.luigisbox.com\/\"><strong>Luigi\u2019s Box<\/strong><\/a>,\u00a0<strong><a href=\"http:\/\/moloso.ro\/\" target=\"_blank\" rel=\"noopener noreferrer\">MOLOSO<\/a><\/strong>,\u00a0<a href=\"http:\/\/www.newblack.ro\/\"><strong>New Black<\/strong><\/a>,\u00a0<strong><a href=\"https:\/\/www.rtbhouse.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">RTB House<\/a><\/strong>,\u00a0<strong><a href=\"https:\/\/www.sephora.ro\/\" target=\"_blank\" rel=\"noopener noreferrer\">SEPHORA<\/a><\/strong><\/p>\n<p><strong>Refreshed by:\u00a0<a href=\"http:\/\/www.pepsico.ro\/\" target=\"_blank\" rel=\"noopener noreferrer\">PEPSI<\/a><\/strong><\/p>\n<p><strong>Official Coffee:\u00a0<a href=\"https:\/\/www.nespresso.com\/ro\/\" target=\"_blank\" rel=\"noopener noreferrer\">NESPRESSO<\/a><\/strong><\/p>\n<p><strong>Official Radio<\/strong>:\u00a0<a href=\"https:\/\/www.kissfm.ro\/\"><strong>Kiss FM<\/strong><\/a><\/p>\n<p><strong>Official Hosting<\/strong>:\u00a0<a href=\"https:\/\/hosterion.ro\/\"><strong>Hosterion<\/strong><\/a><\/p>\n<p><strong>Limousine Service<\/strong>:\u00a0<a href=\"http:\/\/citylimo.ro\/\"><strong>City Limo<\/strong><\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<div class=\"fcbkbttn_buttons_block\" id=\"fcbkbttn_left\"><div class=\"fcbkbttn_like \"><div class=\"fb-like fb-like-button_count\" data-href=\"https:\/\/www.gpec.ro\/blog\/motive-pentru-care-clientii-abandoneaza-cosul-de-cumparaturi\" data-colorscheme=\"light\" data-layout=\"button_count\" data-action=\"like\"  data-size=\"small\"><\/div><\/div><\/div><p>Abandonul co\u0219ului de cump\u0103r\u0103turi se poate \u00eent\u00e2mpla la oricare pas din procesul de comand\u0103, mai ales atunci c\u00e2nd magazinele online nu \u00een\u021beleg comportamentul utilizatorilor \u0219i nu fac un efort s\u0103 aplice bunele practici \u00een e-commerce. Am vorbit despre aceast\u0103 problem\u0103 cu Christian Holst, Research Director \u0219i Co-fondator Baymard Institute, \u0219i am mai aflat multe alte informa\u021bii interesante din cercet\u0103rile derulate de el \u00een ultima perioad\u0103.<\/p>\n","protected":false},"author":19,"featured_media":16761,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[89],"tags":[3431,3433,3435,409,3026,456,719,3437],"class_list":["post-16760","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-interviurile-gpec","tag-abandon-cos","tag-baymard-institute-ro","tag-christian-holst-ro","tag-gpec","tag-interviurile-gpec","tag-user-experience","tag-ux","tag-ux-research-ro"],"aioseo_notices":[],"_links":{"self":[{"href":"https:\/\/www.gpec.ro\/blog\/wp-json\/wp\/v2\/posts\/16760","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.gpec.ro\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.gpec.ro\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.gpec.ro\/blog\/wp-json\/wp\/v2\/users\/19"}],"replies":[{"embeddable":true,"href":"https:\/\/www.gpec.ro\/blog\/wp-json\/wp\/v2\/comments?post=16760"}],"version-history":[{"count":3,"href":"https:\/\/www.gpec.ro\/blog\/wp-json\/wp\/v2\/posts\/16760\/revisions"}],"predecessor-version":[{"id":16764,"href":"https:\/\/www.gpec.ro\/blog\/wp-json\/wp\/v2\/posts\/16760\/revisions\/16764"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.gpec.ro\/blog\/wp-json\/wp\/v2\/media\/16761"}],"wp:attachment":[{"href":"https:\/\/www.gpec.ro\/blog\/wp-json\/wp\/v2\/media?parent=16760"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.gpec.ro\/blog\/wp-json\/wp\/v2\/categories?post=16760"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.gpec.ro\/blog\/wp-json\/wp\/v2\/tags?post=16760"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}