波士顿咨询&Shopify：2023线上购物者转化率优化研究报告（中译版）（10页）.pdf

1、Leading Online Shoppers to the Finish Line BCG and Shopify looked at 1 billion data points across more than 220,000 sites to determine the best ways to optimize e-commerce conversion rates.June 2023By Stephen Robnett,Scott Wilder,Jason Holman,Suchi Sastri,Tawfik Hammoud,and Ruslan AskerovContents01|

2、What Do E-Commerce Customers Want?04|How We Think About E-Commerce Performance08|Conversion Rate Fundamentals12|Major Drivers of Optimization25|Platforms 30|Achieving Maximum Impact32|Appendix 36|About the AuthorsBOSTON CONSULTING GROUP +SHOPIFY 1As e-commerce continues to increase its share of over

3、all sales activity,it is more important than ever for sellers to optimize the number of customers who buy merchandise when they visit the sellers site.In recent years e-commerce has grown and changed in irreversible ways.When the COVID-19 pandemic hit,commerce of all kindsfrom sellers to distributor

4、s to manufacturers going direct-to-consumer or direct-to-businessmoved to digital platforms.It became critical to invest in e-commerce and an enhanced digital experience.Today online shopping activity remains well above its pre-pandemic levels,years after the initial spike in usage that came in resp

5、onse to COVID-19.(See Exhibit 1.)Shoppers expectations have not returned to pre-pandemic levels either.Customers now expect a seamless,tailored shopping experience across channels and devices.They expect the online experience to offer them a wide range of merchandise,convenient access to details or

6、instructions,and customer-friendly return policies.They expect a quick,frictionless payment process that accommodates the customers preferred payment system,whether it be basic credit cards,bank payments,or digital wallets.What Do E-Commerce Customers Want?2 LEADING ONLINE SHOPPERS TO THE FINISH LIN