付款时要求输验证码，成放弃购物一大主因
根据一项新的研究，美国人平均每年会在96次网上购物的中途退出——在这个过程中节省了大量的钱。
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.
一项关于网上购物习惯的新研究发现，美国人平均每年仅在购物时就能节省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让我们放弃网上购物。
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.
这项由福特委托OnePoll公司开展的调查共有2000名美国人参加。调查发现，如果结账过程把他们推到新标签或新窗口，超过一半的美国人(51%)会放弃购物，这让人很沮丧。
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.
美国人也讨厌通过额外的验证措施。超过一半的受访者表示，如果他们的手机被提示接收短信号码以证明是自己的手机号码，他们就不太可能完成购物。
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.
也不只是给自己买东西。51%的人因为结账过程让他们感到沮丧而放弃给别人买礼物。
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).
调查还列出了网上购物最让人烦恼的事情，发现最可能让我们点击购物车里退出键的，是不得不重新输入我们的信用卡信息(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.
重新输入我们的物流信息也导致44%的人认为我们想买的东西不值得，而重新登录也导致42%的人感到不适。
“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联合创始人兼首席执行官迈克尔•雷特布拉特(Michael Reitblat)表示:“如今的购物者越来越习惯于亚马逊的一键结账和加快发货。”
“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.“
“他们在客户服务和体验方面提供了黄金标准，许多品牌都在努力跟上。商家需要在欺诈的风险与对速度和便利的期望之间取得平衡。”
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.
这种挫败感可能源于美国人期望网上购物比在商店购物更方便，四分之三的美国人说他们更喜欢网上购物。
Buyers tend to bail out of their purchases if they have to complete more than just three steps to get their purchase transacted.
如果买家需要完成三个以上的步骤才能完成交易，他们往往会放弃购买。
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.
如果买的东西贵了一点，那就更是如此。五分之四(81%)的美国人表示，如果东西太贵，他们对结账程序的不满会增加得更快。
And sometimes they will simply add items to their cart and save them for later.
有时他们只是简单地将商品添加到购物车中，然后保存起来。
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.
调查发现，美国人的购物车中平均有价值116.07美元的商品，27%的人说这个数字实际上更高。
“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.
“即时满足是新的顾客期望标准。拥有在线平台的品牌如果推迟了这一需求，将会导致更高的购物车放弃率和顾客减少。”Reitblat说。
“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.“
“商家需要能够识别和阻止骗子的技术，同时确保合法客户获得他们期望的购物体验。在当今竞争激烈的电子商务环境中，在提供最顺畅的客户体验的同时管理风险是当务之急。”
