EC網站成功因素
http://blog.roodo.com/ad264/archives/10555359.html
Visitors to retail e-commerce sites are most likely to be heading to online stores in order to learn, rather than to shop or buy. iPerceptions’ “Retail/E-Commerce Industry Report Q2 2009” found that 38.6% of e-commerce visitors were at the initial information-gathering phase at the top of the purchase funnel.
去網路零售通路的訪客通常是為了找資料而去，不是想要購買。根據iPerceptions 2009年第二季的產業報告，發現有28.6%的電子商務顧客在購買決策中處於初步找資料階段。According to the report, visitors in the learning phase have a high level of satisfaction with the retail sites studied and more than 85% are able to complete their task. Lower down the funnel, however, sites are less likely to meet the needs of visitors.
根據這份報告，在找資訊階段的訪客對於零售通路網路有很高的滿意度，超過85%的訪客有順利完成其任務。然而，在往決策流程繼續走，網站比較不能滿足消費者的需求。
Task completion rates dropped to 76.9% among respondents who were aiming to shop, and declined further to just 61.5% among those looking to make a purchase at the retail e-commerce sites studied.
對於想要瀏覽購物的受訪者，任務完成率就降到76.9%；對於想要做出購買決定的人來說，任務完成率更下降至61.5%。
The most common reason shoppers did not buy was the failure to find what they needed, cited by 34%. Pricing and problems with navigation or usability tied for second place, with 13% of respondents.
瀏覽購物者不買最常見的原因是無法找到他們要的東西，約有34%。價格問題跟網站導覽或使用方便性問題，位於第二個原因，約有13%。
Considering navigation problems could prevent shoppers from finding what they are looking for, e-tailers should not ignore site design as a barrier to increased sales.
考慮到網路導覽問題可以讓購物者找不到想要買的東西，線上零售商應該不要輕視網站設計，以增加銷售。
“By structuring their sites to facilitate the ability of visitors to look for (and find) crucial decision-making information, companies can remove a major hurdle responsible for causing initially determined purchasers to eventually abandon the process altogether,” according to the report.
去網路零售通路的訪客通常是為了找資料而去，不是想要購買。根據iPerceptions 2009年第二季的產業報告，發現有28.6%的電子商務顧客在購買決策中處於初步找資料階段。According to the report, visitors in the learning phase have a high level of satisfaction with the retail sites studied and more than 85% are able to complete their task. Lower down the funnel, however, sites are less likely to meet the needs of visitors.
根據這份報告，在找資訊階段的訪客對於零售通路網路有很高的滿意度，超過85%的訪客有順利完成其任務。然而，在往決策流程繼續走，網站比較不能滿足消費者的需求。
Task completion rates dropped to 76.9% among respondents who were aiming to shop, and declined further to just 61.5% among those looking to make a purchase at the retail e-commerce sites studied.
對於想要瀏覽購物的受訪者，任務完成率就降到76.9%；對於想要做出購買決定的人來說，任務完成率更下降至61.5%。
The most common reason shoppers did not buy was the failure to find what they needed, cited by 34%. Pricing and problems with navigation or usability tied for second place, with 13% of respondents.
瀏覽購物者不買最常見的原因是無法找到他們要的東西，約有34%。價格問題跟網站導覽或使用方便性問題，位於第二個原因，約有13%。
Considering navigation problems could prevent shoppers from finding what they are looking for, e-tailers should not ignore site design as a barrier to increased sales.
考慮到網路導覽問題可以讓購物者找不到想要買的東西，線上零售商應該不要輕視網站設計，以增加銷售。
“By structuring their sites to facilitate the ability of visitors to look for (and find) crucial decision-making information, companies can remove a major hurdle responsible for causing initially determined purchasers to eventually abandon the process altogether,” according to the report.
