A few days ago to see an article written by Sidney - Abandonment Rate of e-commerce (B2C) site , which details the shopping cart and payment process in the B2C website may cause interruption of trading, customers abandon the purchase of this product. that is, Abandonment Rate. Mentioned in the article Abandonment Rate influence factors may be involved, and how to reduce some of the Abandonment Rate, the feeling is very effective to improve the sales conversion rate for e-commerce website commodities. Which talked about a link may exist between the Abandonment Rate and the price of goods or merchandise sales mix, in order to verify whether such links exist, we can use some of the quantitative analysis of some of the factors that may affect the Abandonment Rate .

What factors affect the Abandonment Rate

General B2C e-commerce site will be based on commodity classification, as follows:

Excellent sales of goods, for example, the excellent sales of goods to the audio books, supplemented by electronic commodity, its products are divided into the categories of audio books, consumer electronics, consumer goods, there are child under the category of division, the bottom of its sales of goods such as books the Web Analytics, 2.0, a brand of watches, etc., you can organize the list of goods as follows:

According to the above table, we can analyze Abandonment Rate influence factors through the lateral correlation and vertical contrast. Different categories of goods may be differences in the brand reputation of the goods, the essential feature of the presentation, shopping cart, processes, etc., whether there is a significant difference, you can determine such factors by comparison goods categories Abandonment Rate; longitudinal comparison of goods in the same category, you can control the brand reputation of the goods, the essential characteristics, goods presentation, similar to the shopping cart process conditions, compare commodities attention, price, purchase the number of promotions and other factors.

Comparison between different commodity categories

The choice of the sample data: To illustrate the differences caused by different, said commodity categories, we need to select the goods affected by the degree of concern, the average prices, sales, promotion frequency is closer to two major categories of goods (such as a mouse and a hat), to exclude the impact of these factors. Select the appropriate time span, you can choose the month, a quarter or any time interval to analyze the characteristics of this time period sample data. Such as:

The sample data frequency of the number of statistics in a certain time, so the difference between the two groups were compared samples can select the fourfold table Chi-square test of the method where the test results of χ ² = 16.84, significant level of p <0.01, a high degree of statistical difference significance to reject the null hypothesis that the two sets of data there was a significant difference.

Different commodities in the same category longitudinal comparison

The choice of the sample data: the same attention, price, sales volume, promotional frequency there are some differences in the same category of goods (such as different brands, prices and styles of watches) to carry out a comparative analysis. Also select the appropriate data time period, such as statistics, the following data:

Excel data analysis, we can obtain the correlation coefficient r between the columns, the first positive and negative of the value of r is a positive correlation or negative correlation, then the following correlation coefficient with the correlation table to determine the correlation the strength of:

Then based on the results the following conclusions: Abandonment Rate and the price is highly positively correlated with promotional frequency of moderate negative, concerned about the moderate negative correlation, and sales of low negative.

How to reduce the Abandonment Rate

Now that we know these factors of B2C Abandonment Rate, So how are we through the web site optimization to reduce the Abandonment Rate? In fact, Sidney already mentioned in his article, the solution is very effective in each factor below according to the results of the analysis of the above influencing factors to briefly elaborate under what can we do?

The differences between the commodity category

Drawn through a comparative analysis between two or more merchandise categories there are significant differences, then we must first determine that this difference is not due to the essential characteristics of goods will lead to, because some of the essential characteristics of goods is sometimes not able to artificially control , such as:

• The brand reputation of the goods: the users of online shopping may be biased towards brand products;
• The fixity of the specifications: the specifications of electronic goods will be higher than the uncertainty of clothing and other daily necessities, mouse Abandonment Rate will be lower than the hat is not surprising;
• After-sales service: general merchandise sales service provided by the vendor, then this factor generally is beyond the control of e-commerce website.

, Abandonment Rate of above causes of low commodity categories, the site may be insufficient, however, if the difference is caused by the following factors, then the site would have to look for their own reasons:

• Product differences: the layout, images, goods description, some misleading information ... these can also cause the high Abandonment Rate;
• Differentiation of the shopping cart process: the user may buy shoes because of the need to fill in the size, color and other information directly close the browser to leave, but buy the book may not appear this situation;
• The buying experience: If the site provides the user's communication platform, customer service personnel are not familiar with the type of product or impatience can also cause Abandonment Rate this product is too high.

Commodity individual factors

For individual commodities, attention, price, sales, promotional frequency of these factors may determine the Abandonment Rate, but the trouble came, more than one of these factors may be difficult to do continuous improvement, then we can take in a complementary manner , that is, by raising some of the favorable factors to reduce some of the negative factors.

For instance, we found that A product price is too high compared with similar products Abandonment Rate high, and analysis to prove the effectiveness of promotions for the lower class of goods Abandonment Rate, then we can increase the frequency of the A product promotions; or increase the degree of concern is effective to reduce the Abandonment Rate A Product, you can put the site more prominent position ...

Of course, due to the differences in business models of e-commerce website, Abandonment Rate influence of factors may vary, the above only illustrates part of factors. Therefore, the best according to the characteristics of their site to select the possible influencing factors were analyzed, the method can learn from the above two, if you have better analytical methods are welcome to share with me.

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