{"id":17643,"date":"2014-03-07T11:11:33","date_gmt":"2014-03-07T10:11:33","guid":{"rendered":"https:\/\/www.artera.net\/it\/blog\/?p=17643"},"modified":"2023-02-27T14:37:21","modified_gmt":"2023-02-27T14:37:21","slug":"7-consigli-ecommerce-user-experience-carrelli-abbandonati","status":"publish","type":"post","link":"https:\/\/www.artera.net\/it\/ecommerce\/7-consigli-ecommerce-user-experience-carrelli-abbandonati\/","title":{"rendered":"Ecommerce, user experience e carrelli abbandonati: 7 consigli"},"content":{"rendered":"

Uno dei problemi pi\u00f9 grandi che si incontrano nella gestione di un negozio online sono i carrelli abbandonati<\/strong>. Questi sono dovuti nella maggior parte dei casi a difficolt\u00e0 incontrate dai clienti durante l’acquisto o da procedure troppo lunghe. La mancata conversione \u00e8 sicuramente un inconveniente che per\u00f2 pu\u00f2 essere sfruttato per migliorare l’esperienza utente del nostro ecommerce.<\/p>\n

Ecco allora qualche consiglio per migliorare la user experience sul vostro ecommerce, migliorare il numero di conversioni e ridurre il numero di carrelli abbandonati<\/strong>:<\/p>\n

    \n
  1. Numero di step per l’acquisto<\/strong>: naturalmente l’acquisto non pu\u00f2 essere effettuato con un passo solamente (anche se in Magento \u00e8 possibile con One Step Checkout), ma procedure troppo lunghe non invogliano l’utente a concluderle. Per far sapere all’acquirente a che punto della trafila \u00e8, sarebbe conveniente visualizzare una barra di progresso con indicate le fasi gi\u00e0 svolte e quelle ancora da concludere (magari con una breve descrizione dello step) dando la possibilit\u00e0 di rivedere ci\u00f2 che \u00e8 stato gi\u00e0 fatto.<\/li>\n
  2. Spese di spedizione e costi aggiuntivi<\/strong>: per invogliare l’utente all’acquisto la cosa migliore sarebbe offrire la spedizione gratuita per qualsiasi prodotto. Se per\u00f2 questo non \u00e8 possibile allora \u00e8 bene definire da subito i costi di spedizione (e le tipologie di spedizione previste) relativi al prodotto o ai prodotti inseriti nel carrello fino a quel momento, indicandoli fin dai primi momenti della procedura d’acquisto. \u00a0Inoltre \u00e8 molto importante definire con chiarezza le modalit\u00e0 di pagamento accettate: carta di credito, PayPal, bonifico e contrassegno.<\/li>\n
  3. Carrello funzionale<\/strong>: per agevolare i clienti che vogliono controllare spesso quello che hanno scelto \u00e8 utile includere nel carrello i link relativi agli oggetti gi\u00e0 selezionati (che si apriranno in popup o in nuove schede per evitare di complicare l’acquisto) e dare la possibilit\u00e0 di modificare quantit\u00e0, colore, ecc direttamente dal carrello. Dato che molti utenti utilizzano il carrello come lista dei desideri, se non avete implementato questa feature nel vostro ecommerce \u00e8 un’ottima scelta dare la possibilit\u00e0 di salvare il carrello per riprenderlo in un secondo momento (facendo ben presente all’utente come vengono gestiti i cookies<\/a> e quali sono le normative sulla privacy).<\/li>\n
  4. Senso di sicurezza<\/strong>: far sentire al sicuro l’acquirente \u00e8 uno degli aspetti fondamentali. Per questo \u00e8 di grande utilit\u00e0 inserire i contatti \u00e8 l’invito a mettersi in contatto per qualunque necessit\u00e0 in ogni pagina, informare della sicurezza relativa alle carte di credito ed ai protocolli web utilizzati, dare garanzie relativamente alla gestione dei resi\/rimborsi.<\/li>\n
  5. Sconti con coupon<\/strong>: inserire nell’ultima pagina prima dell’acquisto il campo per l’inserimento di un codice sconto spesso confonde gli utenti che vanno quindi alla ricerca di coupon per riuscire a spendere meno. Per ovviare a questo problema si potrebbe inserire il campo sconto in una pagina diversa dal carrello oppure si potrebbe specificare che gli sconti vengono gestiti in modo personalizzato e che quindi non sono reperibili sul web.<\/li>\n
  6. Processo di iscrizione ottimizzato<\/strong>: molto spesso capita che i clienti eseguano acquisti come “ospiti”. Per far s\u00ec che un utente sia invogliato a registrarsi \u00e8 utile indicare quali sono i vantaggi per gli utenti registrati (sconti, supporto dedicato, eccetera). Una procedura ideale sarebbe dare la possibilit\u00e0 di registrazione al termine dell’ordine: avendo gi\u00e0 a disposizione i dati sarebbe sufficiente l’inserimento della password per la creazione dell’account.<\/li>\n
  7. Carrelli abbandonati<\/strong>: per cercare di recuperare gli utenti che hanno abbandonato i carrelli \u00e8 possibile sfruttare il remarketing: via email si pu\u00f2 ricordare agli utenti che hanno lasciato un carrello in sospeso, via web si possono sfruttare le campagne di remarketing di Google (AdWords e Shopping) o il remarketing\/retargeting su Facebook.<\/li>\n<\/ol>\n

    E voi, avete riscontrato il problema dei carrelli abbandonati sui vostri ecommerce? Quali modifiche avete apportato?<\/p>\n","protected":false},"excerpt":{"rendered":"

    Uno dei problemi pi\u00f9 grandi che si incontrano nella gestione di un negozio online sono i carrelli abbandonati<\/strong>. Questi sono dovuti nella maggior parte dei casi a difficolt\u00e0 incontrate dai clienti durante l’acquisto o da procedure troppo lunghe.<\/p>\n","protected":false},"author":4,"featured_media":17653,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_eb_attr":"","footnotes":""},"categories":[83],"tags":[154,90,72,89],"class_list":["post-17643","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-ecommerce","tag-conversioni","tag-coupon","tag-e-commerce","tag-user-experience"],"yoast_head":"\nEcommerce, user experience e carrelli abbandonati - blog.artera.net<\/title>\n<meta name=\"description\" content=\"Uno dei problemi pi\u00f9 grandi nella gestione di un ecommerce sono i carrelli abbandonati: ecco 7 consigli per migliorare la user experience.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.artera.net\/it\/ecommerce\/7-consigli-ecommerce-user-experience-carrelli-abbandonati\/\" \/>\n<meta property=\"og:locale\" content=\"it_IT\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Ecommerce, user experience e carrelli abbandonati - 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