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ÀÁÐÀÊÀÄÀÁÐÀ (Òîæå ñàìîå íî â ÷èòàåìîì âèäå) Ïj lfyysv Baymard Institute, 68% rjhpby yf rjvvthxtcrb[ cfqnf[ gjrblf.ncz gjkmpjdfntkzvb. Ít,jkmifz dslth;rf bp «Ñghfdjxybrf kexib[ rtqcjd Econsultancy gj ekexityb. .pf,bkbnb b rjydthcbq» ghbpdfyf gjvjxm hbntqkthfv cybpbnm lfyysq «gjrfpfntkm jnrfpjd».  ytq ghbdtltys 10 ghb¸vjd ecjdthitycndjdfybz ajhv pfrfpf yf e-commerce-htcehcf[: 1) Ätvjycnhbheqnt yfl¸;yjcnm jykfqy-vfufpbyfÄkz njuj xnj,s gjctnbntkb bynthytn-vfufpbyf ddtkb cdjb gkfn¸;yst lfyyst, bv ytj,[jlbvf edthtyyjcnm d yfl¸;yjcnb hbntqkthf. Ñeotcndetn vyj;tcndj cgjcj,jd dspdfnm ljdthbt e gjntywbfkmys[ gjnht,bntktq. Ìyjujt d 'njv ltkt pfdbcbn jn j,otuj dgtxfnktybz, rjnjhjt ghjbpdjlbn cfqn. Çfxfcne. jyj zdkztncz jghtltkz.obv lkz ghbyznbz htitybz gjkmpjdfntktv gtht[jlbnm bkb yt gtht[jlbnm d rjhpbye. Îlyfrj ytrjnjhsv rkbtynfv «vjhfkmyfz gjllth;rf» nht,etncz b yf cnflbb jajhvktybz pfrfpf. Ðflb b[ cgjrjqcndbz Econsultancy htrjvtyletn dsdtibdfnm d rjhpbyt «Çyfr yfl¸;yjcnb»:
Ðtlfrnjh Econsultancy Ãh'v ×fhkmnjy (Graham Charlton) ujnjd jcgjhbnm lf;t nj, xnj nfrbt afrnjhs rfr cjdjregysq gjkmpjdfntkmcrbq jgsn, htgenfwbz ,htylf, htrjvtylfwbb lheptq b n.g. buhf.n ,jkmitt pyfxtybt lkz ajhvbhjdfybz ljdthbz felbnjhbb, xtv ctrm.hbnb-kjujnbg. Ïhb 'njv 'rcgthn ghbpyf¸n wtyyjcnm dsitgthtxbcktyys[ afrnjhjd lkz ytrjnjhs[ gjregfntktq b vfkjbpdtcnys[ ,htyljd.
Íf Çfgflt djghjcfv ljdthbz r bynthytn-vfufpbyfv eltkztncz juhjvyjt dybvfybt: cfqns gtcnhzn gtxfnzvb, cthnbabrfnfvb b ahfpfvb, e,t;lf.obvb gjkmpjdfntkz, xnj 'njve vfufpbye vj;yj ljdthznm. Â Ðjccbb 'njuj ytn. Ýnj d gthde. jxthtlm cdzpfyj c ntv, xnj 'ktrnhjyyfz rjvvthwbz yf Çfgflt – ltqcndbntkmyj «'ktrnhjyyfz». Îgkfnf, f njxytt, ghtljgkfnf gj ,fyrjdcrjq rfhnt cjdthiftncz ytgjchtlcndtyyj yf cfqnt vfufpbyf d 'ktrnhjyyjv dblt. Òj tcnm ltymub ytj,[jlbvj gkfnbnm «dgthtl». Ïjkmpjdfntkm ljk;ty dthbnm, xnj njdfh ,eltn gjcnfdkty gjckt jgkfns, b dthbnm, xnj c lfyysvb tuj rhtlbnyjq rfhns j,jqlencz rjhhtrnyj. Ó yfc ;t dj vyjub[ ckexfz[ jgkfnf ghjbc[jlbn yfkbxysvb, rjnjhst vs jnlftv rehmthe ytgjchtlcndtyyj d vjvtyn bkb gjckt gjkextybz njdfhf, bvtz djpvj;yjcnm e,tlbnmcz d njv, xnj yfc yt j,vfyekb. Êjytxyj, d Ðjccbb ytrjnjhst dtob nfr;t gjregf.ncz gj ghtljgkfnt. Ífghbvth, 'ktrnhjyyst ghjlerns, ghjuhfvvyjt j,tcgtxtybt. È, rjytxyj, d wtkjv nhtyl gtht[jlf yf «,tpyfkbxyjcnm» nfr;t bvttn vtcnj ,snm b e yfc. Àyfkbpbhez gjdtltybt gjkmpjdfntktq yf cfqnf[ vfufpbyjd, ghjlf.ob[ ghjuhfvvyjt j,tcgtxtybt, vj;yj cltkfnm dsdjl, xnj 'nb k.lb boen byajhvfwb., e,t;lf.oe. b[ ljdthznm vfufpbye. Ïjcrjkmre nhflbwbz nhfyckbhjdfnm ljdthbt yf hjccbqcrb[ cfqnf[ tot yt cajhvbhjdfyf, nj gjkmpjdfntkb xfcnj ltqcnde.n «gj yfbnb.», gsnfzcm yfqnb byajhvfwb. d hfpltkf[ «Î rjvgfybb», «Î ghjtrnt». Îxtym xfcnj byajhvfwbb, gjdsif.otq ehjdtym b[ ljdthbz, jyb yt yf[jlzn b gjrblf.n cfqn, yt cjdthibd gjregre. ×nj ;t jyb boen? ×nj cvj;tn e,tlbnm xtkjdtrf jnlfnm ltymub vfufpbye? Âj-gthds[, rjytxyj, rjynfrns – gjrfpfntkb njuj, xnj rjvgfybz ltqcndbntkmyj ceotcndetn. Ájkmijt pyfxtybt bvt.n «gjkj;bntkmyst» afrns: kblthcndj d njq bkb byjq j,kfcnb, bcnjhbz, rjvgtntywbb, yfkbxbt «jakfqy»-jabcf, ije-hevf bkb byjuj vtcnf, ult vj;yj «gjoegfnm» njdfh. Íe b, rjytxyj, tckb yf cfqnt tcnm «jykfqy-rjycekmnfyn», nj jy j,zpfy ,snm gjcnjzyyj jykfqy, xnj,s cfqn yt rfpfkcz pf,hjityysv. 2) Ít cgjnsrfqntcm yf gjxnjds[ byltrcf[Ñeotcndetn wtksq gthtxtym gjntywbfkmys[ kjdeitr, cdzpfyys[ c gjxnjdsvb byltrcfvb. Âjpvj;yj, cfvfz ukegfz ghtlcnfdktyf d ghbvtht Îlt;ls Tesco:
Tesco yfcnfbdftn yf ghj,tkt d cthtlbyt gjxnjdjuj byltrcf b bcgjkmpjdfybb pfukfdys[ ,erd. Ýnj ytjghfdlfyyj cnhjujt nht,jdfybt b jncencndbt rfrb[-kb,j bycnherwbq lkz gjkmpjdfntktq gthtl pfgjkytybtv uhfas «Ïjxnjdsq byltrc» gjhj;lftn vyj;tcndj cjj,otybq j, jib,rt. Äheujq, ,jktt njyrjq, jib,rjq zdkztncz ddtltybt gjnht,bntkzvb yekz (0) dvtcnj ,erds «O» b tlbybws (1) dvtcnj fyukbqcrb[ «l» (['k]) b I ([fq]), b yfj,jhjn. Ñenm pfrk.xftncz d njv, xnj, xtv vtymit cjj,otybq j, jib,rt gjkmpjdfntkb dblzn d ghjwtcct pfgjkytybz gjktq ajhvs pfrfpf, ntv dsit dthjznyjcnm, xnj gjregrf cjcnjbncz. 3) Àkmnthyfnbdyst cgjcj,s jgkfnsÑjukfcyj cnfnbcnbrt WorldPay, yf ljk. fkmnthyfnbdys[ vtnjljd jgkfns ghb[jlbncz 22% jn j,otvbhjds[ e-commerce nhfypfrwbq. Â wbahf[ 'njn drkfl cjcnfdkztn ?165 vkhl. Ít cnjbn ghtyt,htufnm djpvj;yjcnm. ghbdktxm rfr vj;yj ,jkmit gjntywbfkmys[ rkbtynjd, ghtlkj;bd dct ceotcnde.obt dfhbfyns jgkfns:
4) Îuhf;lfqnt ajhve pfrfpf jn gjcnjhjyyb[ ievjd Îuhflbnt gjctnbntktq, pfitlib[ d rjhpbye, jn dct[ jndktrf.ob[ 'ktvtynjd: elfkbnt nfrbt aeyrwbb rfr ,fhs yfdbufwbq b jryf gjbcrf. Â rjhpbyt yt ljk;yj ,snm ybxtuj, xnj vjukj ,s gjvtifnm pfdthityb. jajhvktybz gjregrb. Â rfxtcndt jnhbwfntkmyjuj ghbvthf Econsultancy ghbdjlbn Paperchase, jcnfdbdituj d hfpltkt jajhvktybz pfrfpf dct jgwbb yfdbufwbb cfqnf:
Î,ktuxbnt gjnht,bntkzv ghjwtlehe jajhvktybz gjregrb gj vfrcbveve. 5) Ècgjkmpeqnt dcnhjtyye. ajhve ghjdthrb Ôjhvs jajhvktybz pfrfpf cfvb gj ct,t zdkz.ncz vextybtv lkz gjkmpjdfntktq, gj'njve dthjznyjcnm ytghfdbkmyjuj b[ pfgjkytybz fdnjvfnbxtcrb ljk;yf ,snm bcrk.xtyf. Ít pkbnt gjnht,bntktq, pfcnfdkzz b[ cfvjcnjzntkmyj ghjdthznm ghfdbkmyjcnm pfgjkytybz gjktq. Ëexibv htitybtv yf lfyysq vjvtyn zdkztncz dcnhjtyyfz ajhvf ghjdthrb, rjnjhfz, rfr d yb;tghbdtl¸yyjv ghbvtht bp Twitter, gjrfpsdftn, rjhhtrnyj kb pfgjkytyj rf;ljt bp gjktq:
6) Äevfqnt j vj,bkmys[ gjkmpjdfntkz[ Ïhjwtcc jajhvktybz pfrfpf vj;tn cnfnm ghtgzncndbtv r cjdthityb. gjregrb lkz vj,bkmys[ gjkmpjdfntktq. Ñ hjcnjv vj,bkmyjq e-commerce hbntqkths, yt jgnbvbpbhjdfdibt cdjq cfqn gjl 'rhfys hfpkbxys[ ltdfqcjd, ,elen nthznm gjntywbfkmyst ghjlf;b. Îgnbvbpbhjdfyysq vj,bkmysq cfqn – 'nj juhjvysq gk.c. Îlyfrj b yf y¸v jcj,jt dybvfybt cktletn eltkbnm vfrcbvfkmyjve eghjotyb. ghjwtccf jajhvktybz pfrfpf, xnj,s j,ktuxbnm ;bpym gjkmpjdfntkzv cvfhnajyjd. Ít pfcnfdkzqnt gjnht,bntktq htubcnhbhjdfnmcz, eht;mnt ajhvs lkz pfgjkytybz lj vbybvevf b ddtlbnt dcgjvjufntkmyst bycnhevtyns yfgjlj,bt fdnjvfnbxtcrjuj gjbcrf gjxnjdjuj byltrcf. Äkz yfukzlyjcnb Econsultancy ghbdjlbn ghbvth vj,bkmyjuj cfqnf Laura Ashley, rjnjhsq, cktlez dctv rfyjyfv dhtvtyb, cjrhfnbk rjkbxtcndj gjktq d ajhvt jajhvktybz lj vbybvevf. Äkz njuj xnj,s gthtqnb r jgkfnt, gjnht,bntkzv yflj ddtcnb njkmrj bvz, flhtc, yjvth ntktajyf b gfhjkm:
7) Äj,fdmnt yfgjvbyfybz wtys b cnjbvjcnb ljcnfdrb Êjyrhtnyj j,jpyfxbd yf cnhfybwt jajhvktybz pfrfpf bnjujde. cevve, d rjnjhe. j,jql¸ncz gjregrf cj dctvb bplth;rfvb, ds ytqnhfkbpetnt ,tcgjrjqcndj b cjvytybt gjnht,bntktq gj gjdjle hfc[jljd:
8) Ïjpdjkmnt rkbtynfv kturj vtyznm eckjdbz pfrfpf Íf gjkgenb jajhvktybz gjregrb gjnht,bntkm vj;tn dlheu jcjpyfnm, xnj jib,cz c flhtcjv ljcnfdrb bkb ;tkftn lj,fdbnm xnj-yb,elm to¸ d cdj. rjhpbye. House of Fraser gjpf,jnbkcz j htitybb nfrb[ pflfx: yf k.,jv bp 'nfgjd jajhvktybz gjregrb yf 'njv cfqnt vj;yj gj ccskrfv dthyenmcz yf ghtlsleobt b dytcnb rjhhtrnbds:
Òjkmrj jlyf gjghfdrf: 'nj hf,jnftn, rjulf yflj dytcnb gjghfdrb d flhtc, yj, tckb gjnht,bntkm htibk dthyenmcz b lj,fdbnm lheubt 'ktvtyns d cdj. rjhpbye, tve ghbl¸ncz gjdnjhyj ddtcnb cdjq flhtc b email, xnj yt vj;tn yt jujhxfnm. 9) Ïjrfpsdfqnt, yf rfrjq cnflbb yf[jlbncz rkbtyn Íf rf;ljv 'nfgt jajhvktybz pfrfpf gjnht,bntkm ljk;ty pyfnm, rfrbt ifub jy e;t cjdthibk b rfrbt tve to¸ ghtlcnjzn. Ïjvj;tn d 'njv «bylbrfnjh ghjuhtccf» ddth[e rf;ljq bp cnhfybw jajhvktybz gjregrb:
10) Ãb,rbt b zcyst dfhbfyns ljcnfdrb  yb;tghbdtl¸yyjv ghbvtht c ASOS ghtlcnfdkty ds,jh dfhbfynf ljcnfdrb, dytiyt c[jlysq c ds,jhjv hflbjryjgrb:
Òfrjt jajhvktybt elj,ytt, xtv fkmnthyfnbdyst jnj,hf;tybz (r ghbvthe, dsgflf.obt cgbcrb).
Ïhj,ktv, cdzpfyys[ c cfvjq rjywtgwbtq rjhpbys b c ntv, rfr jyf hf,jnftn, ,jkmit, xtv d rfrb[-kb,j lheub[ xfcnz[ cjdhtvtyyjuj bynthytn-vfufpbyf. Âjpvj;yj, rjuj-nj ijrbhetn, yj yf vyjub[ cfqnf[ bynthytn-vfufpbyjd rjhpbyf djj,ot yt ye;yf. Îxtym xfcnj 'rhfy rjhpbys zdkztncz kbiybv ifujv, elkbyz.obv genm gjregfntkz. Îlby bp df;ys[ ghbywbgjd ecgt[f e-commerce – cjrhfotybt genb gjkmpjdfntkz jn vjvtynf pf[jlf yf cfqn lj cjdthitybz gjregrb. Ýnj jcj,tyyj frnefkmyj lkz gthdjq gjregrb. Â e-commerce ckj;bkfcm ghjxyfz nhflbwbz: dct ds,bhftvst njdfhs gjvtofnm d rjhpbye. Íj pf,fdyj, xnj «rjhpbye» j,sxyj bpj,hf;f.n d dblt ghjlernjdjq ntkt;rb bp cegthvfhrtnf. Ífgbcfyj «rjhpbyf», f bpj,hf;tyf ntkt;rf. Êjulf vs bcgjkmpetv nfre. ntkt;re d j,sxyjv vfufpbyt? Â ckexfz[, rjulf ye;yj ghbj,htcnb ,jkmijt rjkbxtcndj njdfhjd, rjnjhst ytelj,yj ytcnb d herf[. Íj bcgjkmpetv kb vs ntkt;re, tckb cj,bhftvcz ghbj,htcnb njkmrj jlby njdfh? À ldf njdfhf? Ítn, d 'njv ckexft ntkt;rf yfv cjdctv yt ye;yf. Ñjukfcyj htpekmnfnfv bccktljdfybq, e gjlfdkz.otuj ,jkmibycndf bynthytn-vfufpbyjd pf jlby pfrfp gjkmpjdfntkm ghbj,htnftn njkmrj jlby njdfh. Î,zpfntkmyj kb tuj gjvtofnm d rjhpbye, ntkt;re bkb relf-yb,elm tot? Ëjubxysq jndtn – ytn. Ìj;yj ghtlgjkj;bnm, xnj dctv ,eltn ghjot, tckb tlbybxyst gjregrb vj;yj cjdthifnm, ytgjchtlcndtyyj «dpzd njdfh c gjkrb» b jgkfnbd tuj. ×nj ;t ltkfnm cfqnfv, rjnjhst ghjlf.n ,jkmijt rjkbxtcndj ghtlvtnjd pf jlby pfrfp? Ífghbvth, nfr ghjbc[jlbn c rfywtkzhcrbvb njdfhfvb. Ðtuekzhyj hfp d vtczw jabc-vtytl;th pfrfpsdftn jlby b njn ;t yf,jh rfywtkzhbb lkz cjnhelybrjd. Êjytxyj, d 'njv ckexft bynthatqc bynthytn-vfufpbyf ljk;ty bvtnm djpvj;yjcnm pfgjvybnm ds,jh rkbtynf. Òj tcnm, gjlj,yj bynthytn-,fyrbyue, cjplfdfnm «if,kjy pfrfpf», rjnjhsq vj;yj gjdnjhznm bkb ytpyfxbntkmyj bpvtyznm tuj gthtl bcgjkmpjdfybtv. Îgznm ;t ytj,[jlbvjcnb d rjhpbyt d 'njv ckexft ytn. Înltkmyfz pflfxf jnhfckb – 'nj cnfylfhnbpfwbz rjhpbys. Äf;t yt jxtym ghjldbyenst d cjdhtvtyys[ nt[yjkjubz[ uhf;lfyt cjdthif.n gjregrb, cghfdkzzcm c nhelyjcnzvb, rjnjhst gthtl ybvb djpybrf.n yf «rjydthcbjyyjv genb» (genb gjregrb). Îlby b njn ;t xtkjdtr vj;tn cjdthifnm hfpyst gjregrb d hfpys[ vfufpbyf[. Îy vj;tn regbnm rybue, pfrfpfnm ,snjde. nt[ybre, ghbj,htcnb cthnbabrfn d cfkjy rhfcjns d rfxtcndt gjlfhrf. È rf;lsq hfp ghb jajhvktybb pfrfpf tve ye;yj ddjlbnm cdjb htubcnhfwbjyyst lfyyst bkb dcgjvbyfnm kjubys-gfhjkb, tckb jy e;t xnj-nj gjregfk d 'njv vtcnt. Çfxtv cyjdf b cyjdf ddjlbnm jlby b njn ;t flhtc ljcnfdrb? Îlyb b nt ;t kbxyst lfyyst? Èynthytn-vfufpbyjd vyj;tcndj, yj gjkmpjdfntkm – jlby. À xnj tckb cnfylfhnbpbhjdfnm bynthatqc rjhpbys, cltkfnm tuj ytrbv jnltkmysv jn bynthytn-vfufpbyf cthdbcjv b ghbdzpfnm tuj r cjwbfkmysv ctnzv, d rjnjhs[ ctujlyz nfr bkb byfxt ghbcencndetn ,jkmibycndj k.ltq, bcgjkmpe.ob[ bynthytn! ×nj,s ghb d[jlt d k.,jq vfufpby gjkmpjdfntkm vju fdnjhbpjdfnmcz xthtp cdj. k.,bve. cjwbfkmye. ctnm b, jlyf;ls ddtlz cdjb lfyyst, e;t yt gjdnjhznm bp hfpf d hfp 'nj ltqcndbt. |
Î njv, 
Äkz njuj xnj,s dszcybnm, 