{"id":1058,"date":"2016-04-14T13:45:38","date_gmt":"2016-04-14T11:45:38","guid":{"rendered":"http:\/\/blog.gopay.com\/?p=1058"},"modified":"2023-08-30T13:21:24","modified_gmt":"2023-08-30T11:21:24","slug":"jak-vylepsit-placeni-na-e-shopu","status":"publish","type":"post","link":"https:\/\/www.gopay.com\/blog\/jak-vylepsit-placeni-na-e-shopu\/","title":{"rendered":"Anketa: Jak vylep\u0161it placen\u00ed na e-shopu"},"content":{"rendered":"

Ne\u017e p\u0159ejdeme k rad\u00e1m \u010desk\u00fdch expert\u016f, jak zlep\u0161it placen\u00ed na va\u0161em e-shopu<\/strong>, zkuste si p\u0159edstavit n\u00e1sleduj\u00edc\u00ed situaci.<\/p>\n

Nakupujete v supermarketu a pln\u00edte ko\u0161\u00edk. Kone\u010dn\u011b m\u00e1te v\u0161echno a jdete zaplatit. Zam\u00ed\u0159\u00edte k pokladn\u00e1m jako v\u017edycky, kdy\u017e v tom \u0161ok!<\/p>\n

Supermarket zavedl m\u00edsto pokladen samoobslu\u017en\u00e9 termin\u00e1ly.<\/p>\n

„Hm, jdou s dobou,“ \u0159\u00edk\u00e1te si nejd\u0159\u00edv a za\u010dnete koumat, jak placen\u00ed u termin\u00e1lu funguje. Jen\u017ee co vypadalo jako hra\u010dka, za\u010d\u00edn\u00e1 se rychle komplikovat. <\/p>\n

Kam m\u00e1m d\u00e1t ko\u0161\u00edk? Kam m\u00e1m p\u0159eskl\u00e1dat nakoupen\u00e9 v\u011bci? Jak namarkuji svou obl\u00edbenou cere\u00e1ln\u00ed bagetu? Na co m\u00e1m m\u00e1\u010dknout, kdy\u017e chci platit kartou?<\/p>\n

Ot\u00e1zek p\u0159ib\u00fdv\u00e1, nervozita roste a v\u00e1m se pomalu za\u010dne st\u00fdskat po star\u00fdch dobr\u00fdch pokladn\u00e1ch. Kdyby tu byl aspo\u0148 n\u011bkdo, kdo by v\u00e1m poradil. Pomoc ale nep\u0159ich\u00e1z\u00ed, a tak to nakonec vzd\u00e1te a jdete nakoupit jinam.<\/p>\n

Pointa? Nekomplikujte z\u00e1kazn\u00edk\u016fm placen\u00ed<\/h2>\n

Ve smy\u0161len\u00e9m supermarketu plat\u00ed, stejn\u011b jako ve va\u0161em e-shopu, jednoduch\u00e9 pravidlo. Aby z\u00e1kazn\u00edci dokon\u010dili n\u00e1kup, nesta\u010d\u00ed, \u017ee je p\u0159ivedete do obchodu a p\u0159esv\u011bd\u010d\u00edte je k utr\u00e1cen\u00ed. Mus\u00edte jim nab\u00eddnout i snadn\u00e9 a pohodln\u00e9 placen\u00ed.<\/p>\n

Jak ale za\u010d\u00edt? Alfou a omegou je va\u0161e objedn\u00e1vka a zp\u016fsob, jak v n\u00ed prezentujete platebn\u00ed metody.<\/p>\n

Abychom v\u00e1m pomohli zobrazovat platebn\u00ed metody spr\u00e1vn\u011b, oslovili jsme p\u0159edn\u00ed \u010desk\u00e9 experty na optimalizaci objedn\u00e1vky<\/strong> a polo\u017eili jim \u010dty\u0159i jednoduch\u00e9 ot\u00e1zky:<\/p>\n

1. Jak\u00e9 jsou nej\u010dast\u011bj\u0161\u00ed chyby e-shop\u016f p\u0159i zobrazen\u00ed platebn\u00edch metod?
\n2. Existuje univerz\u00e1ln\u00ed \u0159e\u0161en\u00ed, jak platebn\u00ed metody zobrazit?
\n3. Zlep\u0161uj\u00ed se e-shopy v prezentaci platebn\u00edch metod?
\n4. Kter\u00e9 e-shopy zobrazuj\u00ed platebn\u00ed metody spr\u00e1vn\u011b?<\/strong><\/p>\n

V\u011b\u0159\u00edme, \u017ee odpov\u011bdi, kter\u00e9 najdete v tomto \u010dl\u00e1nku, v\u00e1m poslou\u017e\u00ed nejen jako inspirace, ale i jako konkr\u00e9tn\u00ed n\u00e1vod, jak vylep\u0161it placen\u00ed na va\u0161em e-shopu.
\n\n

Jan Kvasni\u010dka, UX designer<\/a><\/span><\/h2>\n

\"kvasnicka\"<\/p>\n

1. JAK\u00c9 JSOU NEJ\u010cAST\u011aJ\u0160\u00cd CHYBY E-SHOP\u016e P\u0158I ZOBRAZEN\u00cd PLATEBN\u00cdCH METOD?
\n<\/strong>
\nMezi nej\u010dast\u011bj\u0161\u00ed chyby ur\u010dit\u011b pat\u0159\u00ed p\u0159\u00edli\u0161n\u00e1 kreativita. N\u011bkter\u00e9 e-shopy se sna\u017e\u00ed odli\u0161it designem, ale d\u00edky tomu mohou volbu platebn\u00ed metody n\u00e1v\u0161t\u011bvn\u00edkovi p\u011bkn\u011b zt\u00ed\u017eit. Je to vid\u011bt na Obr\u00e1zku 1<\/em><\/p>\n

Obr\u00e1zek 1 – Uk\u00e1zka nevhodn\u00e9ho zobrazen\u00ed platebn\u00edch metod<\/em>
\n\"Objedn\u00e1vka\"<\/p>\n

Tady je chyb hned n\u011bkolik. Nejprve by na \u0159\u00e1dku pro volbu dopravy a platby m\u011bl b\u00fdt radiobutton, pot\u00e9 by m\u011bl b\u00fdt n\u00e1zev a a\u017e na konci by m\u011bla b\u00fdt cena. D\u00edky tomu n\u00e1v\u0161t\u011bvn\u00edk uvid\u00ed informace v po\u0159ad\u00ed, v jak\u00e9m je na n\u011b nejv\u00edce zvykl\u00fd.<\/p>\n

Pokud nab\u00edz\u00ed e-shop platebn\u00ed metody pro r\u016fzn\u00e9 banky, nebo spl\u00e1tky p\u0159es zn\u00e1mou instituci, jako je nap\u0159\u00edklad Cetelem, tak ur\u010dit\u011b doporu\u010duji prezentovat ikony. Ty dok\u00e1\u017e\u00ed n\u00e1v\u0161t\u011bvn\u00edka velice p\u011bkn\u011b nasm\u011brovat, proto\u017ee se bude orientovat podle zn\u00e1m\u00fdch log. Spr\u00e1vn\u011b to pou\u017e\u00edv\u00e1 Alza.cz<\/a> nebo CZC.cz<\/a> viz Obr\u00e1zek 2<\/em>.<\/p>\n

Obr\u00e1zek 2 – P\u0159\u00edklady spr\u00e1vn\u00e9ho pou\u017eit\u00ed log pro r\u016fzn\u00e9 platebn\u00ed metody<\/em>
\n\"Alza.cz\"<\/p>\n

\"Czc.cz\"<\/p>\n

Dal\u0161\u00ed drobn\u00e1 chyba spo\u010d\u00edv\u00e1 v tom, \u017ee \u0159\u00e1dek pro volbu platby nebo dopravy nen\u00ed opat\u0159en odkazem. \u010casto v\u00edd\u00e1m, \u017ee n\u00e1v\u0161t\u011bvn\u00edk volbu platby potvrd\u00ed pouze kliknut\u00edm na radiobutton nebo checkbox a pokud klikne na n\u00e1zev nebo popisn\u00fd text, tak se nic nestane. V tomto je pot\u0159eba b\u00fdt co nejv\u00edce intuitivn\u00ed, aby v n\u00e1v\u0161t\u011bvn\u00edkovi vzniklo b\u011bhem objedn\u00e1vkov\u00e9ho procesu co nejm\u00e9n\u011b ot\u00e1zek.<\/p>\n

Pokud m\u00e1 e-shop r\u016fzn\u00e9 ceny pro volbu platby, doporu\u010duji, aby nebyly ihned u n\u00e1zvu dan\u00e9 polo\u017eky, ale aby byly zarovn\u00e1ny nad sebou na konci v\u00fdpisu platebn\u00edch mo\u017enost\u00ed. Je to pro n\u00e1v\u0161t\u011bvn\u00edka mnohem p\u0159ehledn\u011bj\u0161\u00ed, ceny vid\u00ed ihned a nemus\u00ed je dohled\u00e1vat viz Obr\u00e1zek 3<\/em>.<\/p>\n

Obr\u00e1zek 3 – Spr\u00e1vn\u00e9 zobrazen\u00ed r\u016fzn\u00fdch cen pro r\u016fzn\u00e9 platebn\u00ed metody<\/em>
\n\"Spr\u00e1vn\u00e9<\/p>\n

Dal\u0161\u00ed uk\u00e1zka p\u0159\u00edli\u0161n\u00e9 kreativity je vid\u011bt na Obr\u00e1zku 4<\/em>, kdy jsou jednotliv\u00e9 mo\u017enosti ve dvou sloupc\u00edch a n\u00e1v\u0161t\u011bvn\u00edk tak mus\u00ed v\u00edce zkoumat, \u010d\u00edst a hledat ceny pro porovn\u00e1n\u00ed. Pokud je v\u00fdpis jednodu\u0161e nad sebou, jak tomu bylo v uk\u00e1zk\u00e1ch v\u00fd\u0161e, je to mnohem p\u0159ehledn\u011bj\u0161\u00ed.<\/p>\n

Obr\u00e1zek 4 – P\u0159\u00edli\u0161 kreativn\u00ed zobrazen\u00ed platebn\u00edch metod<\/em>
\n\"P\u0159\u00edli\u0161<\/p>\n

Mezi dal\u0161\u00ed chyby pat\u0159\u00ed \u0161patn\u00e9 po\u0159ad\u00ed v\u00fdpisu platebn\u00edch metod. Dnes jich e-shop m\u016f\u017ee m\u00edt opravdu hodn\u011b a je pot\u0159eba si uv\u011bdomit, \u017ee na po\u0159ad\u00ed z\u00e1le\u017e\u00ed. V tomto p\u0159\u00edpad\u011b doporu\u010duji po\u0159ad\u00ed zvolit podle \u010detnosti pou\u017e\u00edv\u00e1n\u00ed, aby n\u00e1v\u0161t\u011bvn\u00edk vid\u011bl nejprve to, co jej m\u016f\u017ee nejpravd\u011bpodobn\u011bji zaujmout.<\/p>\n

Pozor ale, v\u00fdpis by m\u011bl b\u00fdt ucelen\u00fd, tedy nikoli, aby zde byla nejprve volba \u010cSOB Online platby, pot\u00e9 Dob\u00edrka, volba KB Moje platba a n\u00e1sledn\u011b Hotov\u011b. V\u0161e by m\u011blo m\u00edt sv\u016fj \u0159\u00e1d. Volby pro jednotliv\u00e9 banky by m\u011bly b\u00fdt u sebe. Pokud je mo\u017enost\u00ed hodn\u011b, nedoporu\u010duji vypisovat v\u0161echny, ale m\u011bly by b\u00fdt vyps\u00e1ny pouze ty nejpou\u017e\u00edvan\u011bj\u0161\u00ed a zbytek by m\u011bl b\u00fdt schovan\u00fd pod odkazem.<\/p>\n

Op\u011bt to dob\u0159e \u0159e\u0161\u00ed Alza.cz nebo CZC.cz, kde si n\u00e1v\u0161t\u011bvn\u00edk m\u016f\u017ee platebn\u00ed metody p\u011bkn\u011b rozbalit. Alza.cz to nav\u00edc p\u011bkn\u011b rozd\u011bl\u00ed na mo\u017enosti. P\u0159i p\u0159ed\u00e1n\u00ed, Online a Ostatn\u00ed, tedy v\u00fdpis je opravdu hodn\u011b jednozna\u010dn\u00fd viz Obr\u00e1zek 5<\/em>.<\/p>\n

Obr\u00e1zek 5 – Dob\u0159e \u0159e\u0161en\u00e1 struktura v\u00fdpisu platebn\u00edch metod<\/em>
\n\"Spr\u00e1vn\u00e1<\/p>\n

Dal\u0161\u00ed mo\u017enou chybou, kter\u00e1 u\u017e na\u0161t\u011bst\u00ed nen\u00ed tak \u010dasto vid\u011bt, je \u0161patn\u00e9 zobrazen\u00ed plateb, kter\u00e9 nejdou pro danou volbu dopravy pou\u017e\u00edt.<\/p>\n

D\u0159\u00edve se st\u00e1valo, \u017ee platba, kterou ne\u0161lo zkombinovat se zvolen\u00fdm zp\u016fsobem dopravy, z\u016fstala zobrazena jako aktivn\u00ed volba. N\u00e1v\u0161t\u011bvn\u00edk se tak mohl sna\u017eit ji vybrat a kdy\u017e mu to logicky ne\u0161lo, nev\u011bd\u011bl, pro\u010d. Nyn\u00ed u\u017e se s t\u00edm e-shopy nau\u010dily v\u00edce pracovat a dan\u00e9 volby jsou \u0161ed\u00e9, tedy viditeln\u011b se nedaj\u00ed vybrat viz Obr\u00e1zek 6<\/em>.<\/p>\n

Obr\u00e1zek 6 – Jak spr\u00e1vn\u011b zobrazit, \u017ee danou volbu nelze vybrat<\/em>
\n\"Spr\u00e1vn\u00e9<\/p>\n

Bohu\u017eel se \u010dasto tak\u00e9 st\u00e1v\u00e1, \u017ee se e-shop sna\u017e\u00ed platebn\u00ed metody hodn\u011b podrobn\u011b vysv\u011btlovat viz Obr\u00e1zek 7<\/em>.<\/p>\n

Obr\u00e1zek 7 – E-shop vysv\u011btluje platebn\u00ed metody p\u0159\u00edli\u0161 podrobn\u011b<\/em>
\n\"E-shop<\/p>\n

D\u00edky t\u00e9to snaze vznik\u00e1 hodn\u011b textu a v\u00fdsledek p\u016fsob\u00ed to nep\u0159ehledn\u011b. Jestli Va\u0161e c\u00edlov\u00e1 skupina pot\u0159ebuje danou platebn\u00ed metodu v\u00edce vysv\u011btlit, pou\u017e\u00edvejte ikony otazn\u00ed\u010dk\u016f viz Obr\u00e1zek 8<\/em>. Pokud n\u00e1v\u0161t\u011bvn\u00edk bude pot\u0159ebovat v\u011bd\u011bt v\u00edce informac\u00ed, v\u00ed, jak s t\u00edmto prvkem pracovat.<\/p>\n

Obr\u00e1zek 8 – Spr\u00e1vn\u00e9 pou\u017eit\u00ed tooltipu<\/em>
\n\"Spr\u00e1vn\u00e9<\/p>\n

2. EXISTUJE UNIVERZ\u00c1LN\u00cd \u0158E\u0160EN\u00cd, JAK PLATEBN\u00cd METODY ZOBRAZIT?<\/strong>
\nUr\u010dit\u011b doporu\u010duji sledovat aktu\u00e1ln\u00ed trendy a to, co doopravdy funguje nejl\u00e9pe.<\/p>\n

Pokud se e-shop bude dr\u017eet doporu\u010den\u00ed, kter\u00e1 jsem uvedl, ur\u010dit\u011b bude s v\u00fdpisem a volbami platebn\u00edch metod pracovat spr\u00e1vn\u011b. V\u0161e tak\u00e9 m\u011b\u0159te minim\u00e1ln\u011b pomoc\u00ed Google Analytics a vyhodnocujte, kde m\u00e1 v\u00e1\u0161 objedn\u00e1vkov\u00fd proces nejv\u011bt\u0161\u00ed probl\u00e9my.<\/p>\n

3. ZLEP\u0160UJ\u00cd SE E-SHOPY V PREZENTACI PLATEBN\u00cdCH METOD?<\/strong>
\nV posledn\u00edch letech mi p\u0159ijde, \u017ee majitel\u00e9 e-shop\u016f na tom opravdu hodn\u011b zapracovali. Pom\u00e1h\u00e1 tomu tak\u00e9 fakt, \u017ee jde v\u00edce vid\u011bt obor zvy\u0161ov\u00e1n\u00ed konverzn\u00edho pom\u011bru, mo\u017enosti optimalizace objedn\u00e1vkov\u00fdch proces\u016f nebo vyu\u017e\u00edv\u00e1n\u00ed dal\u0161\u00edch n\u00e1stroj\u016f.<\/p>\n

Nav\u00edc tlak konkurence je \u010d\u00edm d\u00e1l v\u011bt\u0161\u00ed a e-shopy se vyv\u00edjej\u00ed mnohem rychleji. U\u017e to nen\u00ed jen o velk\u00fdch redesignech, ale hodn\u011b e-shop\u016f se nau\u010dilo ladit st\u00e1vaj\u00edc\u00ed design k lep\u0161\u00edm v\u00fdsledk\u016fm. Kdo v tomto zasp\u00ed, ten bude vyd\u011bl\u00e1vat m\u00e9n\u011b.<\/p>\n

4. KTER\u00c9 E-SHOPY ZOBRAZUJ\u00cd PLATEBN\u00cd METODY SPR\u00c1VN\u011a?<\/strong>
\nOdpov\u011bzeno v\u00fd\u0161e.<\/p>\n

Jaroslav Kauck\u00fd, Head of E-commerce Consulting v agentu\u0159e Acomware<\/a><\/span><\/h2>\n

\"550-Kaucky-J-1\"<\/p>\n

1. JAK\u00c9 JSOU NEJ\u010cAST\u011aJ\u0160\u00cd CHYBY E-SHOP\u016e P\u0158I ZOBRAZEN\u00cd PLATEBN\u00cdCH METOD?<\/strong>
\nNej\u010dast\u011bji se setk\u00e1v\u00e1me se zmate\u010dn\u00fdm v\u00fd\u010dtem platebn\u00edch metod. N\u011bkdy je v\u00fdpis mo\u017enost\u00ed tak dlouh\u00fd a nep\u0159ehledn\u00fd, \u017ee n\u00e1m z u\u017eivatelsk\u00fdch testov\u00e1n\u00ed plynou z\u00e1v\u011bry o odchodech u\u017eivatel\u016f z n\u00e1kupn\u00edho procesu.<\/p>\n

N\u00e1v\u0161t\u011bvn\u00edci si zkr\u00e1tka nejsou jisti volbou, kter\u00e1 je pro n\u011b vhodn\u00e1. Nejv\u011bt\u0161\u00ed \u010d\u00e1st online z\u00e1kazn\u00edk\u016f toti\u017e st\u00e1le nem\u00e1 jasno v rozd\u00edlech mezi r\u016fzn\u00fdmi druhy bezhotovostn\u00edch plateb.<\/p>\n

2. EXISTUJE UNIVERZ\u00c1LN\u00cd \u0158E\u0160EN\u00cd, JAK PLATEBN\u00cd METODY ZOBRAZIT?<\/strong>
\nObecn\u011b doporu\u010dujeme kroky, kter\u00e9 sm\u011b\u0159uj\u00ed k v\u011bt\u0161\u00ed jednoduchosti a p\u0159ehlednosti. Z\u00e1kazn\u00edk\u016fm chci z pozice e-shopu nab\u00eddnout pro n\u011b ide\u00e1ln\u00ed \u0159e\u0161en\u00ed, kter\u00e9 na prvn\u00ed pohled pozn\u00e1.<\/p>\n

Pokud chce platit kartou, p\u0159evodem nebo dob\u00edrkou, mus\u00ed m\u00edt tuto volbu pojmenovanou \u010di jasn\u011b zn\u00e1zorn\u011bnou.<\/p>\n

Loga slu\u017eeb ale bohu\u017eel nesta\u010d\u00ed. Ob\u010das loga bank z\u00e1kazn\u00edky matou, proto\u017ee pokud nejsou klientem banky, kter\u00e1 provozuje platebn\u00ed br\u00e1nu, jsou schopni n\u00e1kupn\u00ed proces opustit.<\/p>\n

3. ZLEP\u0160UJ\u00cd SE E-SHOPY V PREZENTACI PLATEBN\u00cdCH METOD?<\/strong>
\nSt\u00e1le v\u00edce \u010desk\u00fdch e-shop\u016f se za\u010d\u00edn\u00e1 zam\u00fd\u0161let nad zvy\u0161ov\u00e1n\u00ed konverz\u00ed a optimalizac\u00ed webov\u00e9 prezentace s ohledem na UX.<\/p>\n

P\u0159i anal\u00fdze n\u00e1kupn\u00edho procesu jsou platebn\u00ed metody a jejich zobrazov\u00e1n\u00ed jedn\u00edm z hodnot\u00edc\u00edch parametr\u016f. Bohu\u017eel jsou takto uva\u017euj\u00edc\u00ed e-shopist\u00e9 st\u00e1le v men\u0161in\u011b. Je zde ale vid\u011bt pozitivn\u00ed trend, co\u017e n\u00e1m d\u011bl\u00e1 radost.<\/p>\n

4. KTER\u00c9 E-SHOPY ZOBRAZUJ\u00cd PLATEBN\u00cd METODY SPR\u00c1VN\u011a?<\/strong>
\nObecn\u011b plat\u00ed, \u017ee velk\u00e9 a etablovan\u00e9 e-shopy maj\u00ed tuto problematiku velice dob\u0159e otestovanou a reflektuj\u00ed chov\u00e1n\u00ed \u010desk\u00fdch u\u017eivatel\u016f. Z \u0159ad na\u0161ich klient\u016f bych d\u00edky kvalitn\u00edmu zpracov\u00e1n\u00ed platebn\u00edch metod vyp\u00edchl nap\u0159\u00edklad Conrad.cz<\/a>, \u010di SpokojenyPes.cz<\/a>.<\/p>\n

Michal Mrsko\u010d, UX konzultant v agentur\u00e1ch H1.cz a Picards<\/a><\/span><\/h2>\n

\"team-michal\"<\/p>\n

1. JAK\u00c9 JSOU NEJ\u010cAST\u011aJ\u0160\u00cd CHYBY E-SHOP\u016e P\u0158I ZOBRAZEN\u00cd PLATEBN\u00cdCH METOD?<\/strong>
\nU v\u011bt\u0161iny e-shop\u016f, kter\u00e9 jsem v posledn\u00ed dob\u011b proch\u00e1zel, a\u0165 u\u017e jako konzultant \u010di jako z\u00e1kazn\u00edk, lze \u0159\u00edci, \u017ee nemaj\u00ed \u017e\u00e1dn\u00e9 z\u00e1sadn\u00ed chyby \u010di bari\u00e9ry v tomto kroku n\u00e1kupn\u00edho procesu.<\/p>\n

Rozhodnut\u00fd z\u00e1kazn\u00edk v\u017edy n\u011bjak druh platby vybere. Nicm\u00e9n\u011b, v\u017edy je prostor pro zlep\u0161ov\u00e1n\u00ed.<\/p>\n

N\u011bkdy je chybou neprov\u00e1z\u00e1n\u00ed platebn\u00edch metod s p\u0159epravn\u00edmi metodami, tedy \u017ee lze navolit kombinace, kter\u00e9 v re\u00e1lu nen\u00ed mo\u017en\u00e9 prov\u00e9st. Jindy nap\u0159\u00edklad zbyte\u010dn\u011b \u0161irok\u00e1 paleta voleb, zp\u016fsobuj\u00edc\u00ed nep\u0159ehlednost, zahlcenost nebo a\u017e rozhodovac\u00ed paral\u00fdzu, p\u0159\u00edpadn\u011b naopak nemo\u017enost vybrat z v\u00edce ne\u017e jedn\u00e9 dvou platebn\u00edch metod.<\/p>\n

N\u011bkdy chyb\u00ed p\u0159ehledn\u00e9 informace o poplatc\u00edch za n\u011bkter\u00e9 druhy \u00fahrad nebo neinformov\u00e1n\u00ed o tom, \u017ee p\u0159i osobn\u00edm p\u0159evzet\u00ed nen\u00ed mo\u017en\u00e9 prov\u00e9st platbu kartou.<\/p>\n

2. EXISTUJE UNIVERZ\u00c1LN\u00cd \u0158E\u0160EN\u00cd, JAK PLATEBN\u00cd METODY ZOBRAZIT?<\/strong>
\nUniverz\u00e1ln\u00ed n\u00e1vod neexistuje, v\u017edy z\u00e1le\u017e\u00ed na c\u00edlov\u00e9 skupin\u011b, objedn\u00e1van\u00e9m produktu \u010di slu\u017eb\u011b a mo\u017enostech provozovatele.<\/p>\n

Nicm\u00e9n\u011b v\u017edy je pot\u0159eba postupovat co nejsrozumiteln\u011bji, tak aby volba byla i pro minim\u00e1ln\u011b zku\u0161en\u00e9ho z\u00e1kazn\u00edka pochopiteln\u00e1 a jednoduch\u00e1.<\/p>\n

3. ZLEP\u0160UJ\u00cd SE E-SHOPY V PREZENTACI PLATEBN\u00cdCH METOD?<\/strong>
\nUr\u010dit\u011b se trh vyv\u00edj\u00ed. Webdevelope\u0159i i provozovatel\u00e9 web\u016f se vzd\u011bl\u00e1vaj\u00ed a inspiruj\u00ed u nejlep\u0161\u00edch, co\u017e stav posunuje kup\u0159edu.<\/p>\n

St\u00e1le v\u00edce majitel\u016f e-shop\u016f se na n\u00e1s obrac\u00ed s \u017e\u00e1dost\u00ed o pomoc p\u0159i zlep\u0161ov\u00e1n\u00ed obchodn\u00ed \u00fa\u010dinnosti web\u016f. A\u010dkoliv nen\u00ed v\u00fdb\u011br platebn\u00ed metody kl\u00ed\u010dov\u00fdm rozhodovac\u00edm faktorem v n\u00e1kupn\u00edm procesu, jist\u011b sv\u016fj v\u00fdznam pro z\u00e1kaznick\u00fd pro\u017eitek m\u00e1.<\/p>\n

4. KTER\u00c9 E-SHOPY ZOBRAZUJ\u00cd PLATEBN\u00cd METODY SPR\u00c1VN\u011a?<\/strong>
\nTady je asi t\u011b\u017ek\u00e9 n\u011bkoho explicitn\u011b doporu\u010dit, ale z hlediska UX m\u00e1 nap\u0159\u00edklad velmi \u0161ikovn\u011b a p\u0159ehledn\u011b p\u0159ipravenou str\u00e1nku s v\u00fdb\u011brem dopravy a platby e-shop pottenpannen.cz<\/a> nebo megapixel.cz<\/a>.<\/p>\n

Ji\u0159\u00ed Such\u00fd, Digital Strategy Director v agentu\u0159e Dobr\u00fd web<\/a><\/span><\/h2>\n

\"jiri-suchy-1\"<\/p>\n

1. JAK\u00c9 JSOU NEJ\u010cAST\u011aJ\u0160\u00cd CHYBY E-SHOP\u016e P\u0158I ZOBRAZEN\u00cd PLATEBN\u00cdCH METOD?<\/strong>
\nTypick\u00fdm probl\u00e9mem b\u00fdv\u00e1 p\u0159edev\u0161\u00edm pozdn\u00ed zobrazen\u00ed \u00fapln\u00e9 ceny z\u00e1kazn\u00edkovi. Mnoho e-shop\u016f dosud neumo\u017e\u0148uje sv\u00fdm z\u00e1kazn\u00edk\u016fm platit kartou on-line, co\u017e b\u00fdv\u00e1 prvn\u00ed \u010di druh\u00e1 preferovan\u00e1 mo\u017enost platby v p\u0159\u00edpad\u011b zas\u00edl\u00e1n\u00ed zbo\u017e\u00ed.<\/p>\n

U osobn\u00edch odb\u011br\u016f pak \u010dasto neb\u00fdv\u00e1 informace o mo\u017enosti platby kartou p\u0159\u00edmo na odb\u011brn\u00e9m m\u00edst\u011b. P\u0159edev\u0161\u00edm u velk\u00fdch e-shop\u016f, jak\u00fdm je nap\u0159\u00edklad Kasa.cz, je pak \u010dast\u00fd opa\u010dn\u00fd probl\u00e9m, a sice p\u0159\u00edli\u0161 mnoho variant platby – od platby kartou p\u0159es PaySec po platby od 3 r\u016fzn\u00fdch poskytovatel\u016f spl\u00e1tek.<\/p>\n

Tento p\u0159\u00edstup nejen\u017ee st\u011b\u017euje orientaci, ale \u010dasto i zanech\u00e1v\u00e1 nep\u0159\u00edjemn\u00fd pocit nemo\u017enosti spr\u00e1vn\u00e9ho rozhodnut\u00ed kv\u016fli nedostatku informac\u00ed.<\/p>\n

2. EXISTUJE UNIVERZ\u00c1LN\u00cd \u0158E\u0160EN\u00cd, JAK PLATEBN\u00cd METODY ZOBRAZIT?<\/strong>
\nPokud jsou na stran\u011b e-shopu n\u011bjak\u00e1 omezen\u00ed, kter\u00e1 znemo\u017e\u0148uj\u00ed platit obvykl\u00fdmi metodami (nap\u0159. kartou), m\u011bl by o tom z\u00e1kazn\u00edk v\u011bd\u011bt, je\u0161t\u011b ne\u017e vstoup\u00ed do n\u00e1kupn\u00edho procesu.<\/p>\n

D\u00e1le pak plat\u00ed klasick\u00e1 pravidla pro pou\u017eitelnost – m\u00e9n\u011b polo\u017eek a srozumiteln\u00e9 popisky mo\u017enost\u00ed i omezen\u00ed.<\/p>\n

Obecn\u011b plat\u00ed, \u017ee pro mal\u00e9 e-shopy bude v\u017edy dobr\u00e9 vych\u00e1zet ze zvyklost\u00ed u velk\u00fdch hr\u00e1\u010d\u016f na trhu, proto\u017ee s t\u011bmi se z\u00e1kazn\u00edk potk\u00e1 nej\u010dast\u011bji a je men\u0161\u00ed pravd\u011bpodobnost, \u017ee pro n\u011bj bude proces nesrozumiteln\u00fd nebo zav\u00e1d\u011bj\u00edc\u00ed.<\/p>\n

3. ZLEP\u0160UJ\u00cd SE E-SHOPY V PREZENTACI PLATEBN\u00cdCH METOD?<\/strong>
\nP\u0159edev\u0161\u00edm se zlep\u0161uj\u00ed platebn\u00ed br\u00e1ny a jejich srozumitelnost pro u\u017eivatele. Dobr\u00e9 platebn\u00ed br\u00e1ny dnes nap\u0159\u00edklad zobrazuj\u00ed um\u00edst\u011bn\u00ed pot\u0159ebn\u00fdch informac\u00ed p\u0159\u00edmo na ilustraci platebn\u00ed karty a u\u017eivatele tak v podstat\u011b vedou za ruku k dal\u0161\u00edm krok\u016fm.<\/p>\n

Vypad\u00e1 to sice jako drobnost, ale p\u0159i tvorb\u011b e-shopu se nesm\u00ed zapom\u00ednat, \u017ee dnes online nakupuje i \u0159ada lid\u00ed, kte\u0159\u00ed s internetem p\u0159ich\u00e1z\u00ed do styku jen m\u00e1lokdy a nap\u0159\u00edklad ani nevyu\u017e\u00edvaj\u00ed internetov\u00e9 bankovnictv\u00ed. Zb\u011bhl\u00e9 u\u017eivatele tyto funkcionality nijak neobt\u011b\u017euj\u00ed, ale t\u011bm m\u00e9n\u011b \u010dast\u00fdm velmi pomohou.<\/p>\n

4. KTER\u00c9 E-SHOPY ZOBRAZUJ\u00cd PLATEBN\u00cd METODY SPR\u00c1VN\u011a?<\/strong>
\nUr\u010dit\u011b velk\u00e9 e-shopy jako Alza.cz<\/a> nebo Mall.cz<\/a>, kde prob\u011bhla prioritizace metod i zobrazen\u00fdch informac\u00ed. Alza.cz nap\u0159\u00edklad n\u011bkter\u00e9 metody schov\u00e1v\u00e1, Mall.cz zase nevypisuje okam\u017eit\u011b v\u0161echny banky, u kter\u00fdch lze zaplatit online.<\/p>\n

Stanislav Pluh\u00e1\u010dek, Webov\u00fd analytik v agentu\u0159e Better Marketing<\/a><\/span><\/h2>\n

\"pluh\u00e1\u010dek\"<\/p>\n

1. JAK\u00c9 JSOU NEJ\u010cAST\u011aJ\u0160\u00cd CHYBY E-SHOP\u016e P\u0158I ZOBRAZEN\u00cd PLATEBN\u00cdCH METOD?<\/strong>
\nVid\u00edm stra\u0161n\u011b velk\u00fd v\u00fdb\u011br platebn\u00edch metod. Pokud d\u00e1v\u00e1me u\u017eivateli moc na v\u00fdb\u011br, potom existuje \u0161ance, \u017ee si nakonec nevybere. Podle m\u00e9ho se tak\u00e9 dostate\u010dn\u011b nevysv\u011btluj\u00ed platebn\u00ed metody.<\/p>\n

Doch\u00e1z\u00ed tak\u00e9 k duplikaci platebn\u00edch metod, kdy je nap\u0159\u00edklad mo\u017en\u00e9 prov\u00e9st platbu kartou p\u0159es t\u0159i syst\u00e9my.<\/p>\n

2. EXISTUJE UNIVERZ\u00c1LN\u00cd \u0158E\u0160EN\u00cd, JAK PLATEBN\u00cd METODY ZOBRAZIT?<\/strong>
\nUniverz\u00e1ln\u00ed \u0159e\u0161en\u00ed bohu\u017eel neexistuje. Pro ka\u017edou c\u00edlovou skupinu se n\u00e1kupn\u00ed proces designuje trochu jinak.<\/p>\n

3. ZLEP\u0160UJ\u00cd SE E-SHOPY V PREZENTACI PLATEBN\u00cdCH METOD?<\/strong>
\nV\u0161e se zlep\u0161uje, ale nikdo moc nechce investovat do po\u0159\u00e1dn\u00e9ho u\u017eivatelsk\u00e9ho testov\u00e1n\u00ed, aby pr\u00e1v\u011b pro sv\u016fj eshop vyladil n\u00e1kupn\u00ed proces k dokonalosti.<\/p>\n

4. KTER\u00c9 E-SHOPY ZOBRAZUJ\u00cd PLATEBN\u00cd METODY SPR\u00c1VN\u011a?<\/strong>
\nNapad\u00e1 m\u011b Hudy.cz<\/a>. To se t\u00fdk\u00e1 n\u00e1kupn\u00edho procesu obecn\u011b.<\/p>\n

David Mare\u010dek, Konzultant v agentu\u0159e RobertNemec.com<\/a><\/span><\/h2>\n

\"david<\/p>\n

1. JAK\u00c9 JSOU NEJ\u010cAST\u011aJ\u0160\u00cd CHYBY E-SHOP\u016e P\u0158I ZOBRAZEN\u00cd PLATEBN\u00cdCH METOD?<\/strong>
\nNej\u010dast\u011bj\u0161\u00ed chybou b\u00fdv\u00e1, jednodu\u0161e \u0159e\u010deno, zmatek. Platby jsou \u010dasto um\u00edst\u011bny velmi nelogicky. \u010casto b\u00fdvaj\u00ed je\u0161t\u011b p\u0159ed samotn\u00fdm v\u00fdpisem zakoupen\u00fdch produkt\u016f (n\u011bkdy ji\u017e i se zobrazen\u00fdm poplatkem, i kdy\u017e jsem zat\u00edm nic nezvolil).<\/p>\n

Jindy jsou platby naopak a\u017e za registrac\u00ed nebo p\u0159ihl\u00e1\u0161en\u00edm, co\u017e je pro z\u00e1kazn\u00edky, kte\u0159\u00ed cht\u011bj\u00ed m\u00edt p\u0159ehled o kone\u010dn\u00e9 cen\u011b zna\u010dn\u011b nep\u0159\u00edjemn\u00e9 a nemalou \u010d\u00e1st to i odrad\u00ed od n\u00e1kupu.<\/p>\n

Dal\u0161\u00ed oblast\u00ed, kde panuje chaos, jsou samotn\u00e9 popisky plateb a tak\u00e9 zobrazen\u00ed cen za jednotliv\u00e9 platby a v\u00fdsledn\u00e9 ceny za kombinaci doprava + platba.<\/p>\n

Za\u017eil jsem e-shop, kter\u00fd mi v ko\u0161\u00edku najednou zapo\u010d\u00edtal slevu, ale nebyl jsem schopn\u00fd p\u0159ij\u00edt na to, za co. Po del\u0161\u00edm zkoum\u00e1n\u00ed jsem zjistil, \u017ee to byla 2% sleva za platbu kartou. Tato informace v\u0161ak v objedn\u00e1vkov\u00e9m procesu zcela chyb\u011bla. Na\u0161el jsem ji a\u017e v jednom box\u00edku na homepage, kudy jsem samoz\u0159ejm\u011b v\u016fbec nepro\u0161el.<\/p>\n

2. EXISTUJE UNIVERZ\u00c1LN\u00cd \u0158E\u0160EN\u00cd, JAK PLATEBN\u00cd METODY ZOBRAZIT?<\/strong>
\nNenu\u0165te u\u017eivatele p\u0159em\u00fd\u0161let. A u\u017e v\u016fbec je nenech\u00e1vejte na pochyb\u00e1ch \u010di v nejistot\u011b, co co znamen\u00e1 a jak je to s p\u0159\u00edpadn\u00fdmi poplatky za platbu. P\u0159eci jen, jde o pen\u00edze, co\u017e je v\u011bc na kterou jsou z\u00e1kazn\u00edci velmi citliv\u00ed a jak\u00e1koliv nejasnost v t\u00e9to oblasti m\u016f\u017ee nabourat d\u016fv\u011bru v dan\u00fd e-shop a t\u00edm i ohrozit p\u0159\u00edpadnou konverzi.<\/p>\n

U plateb kartou automaticky zobrazujte mezery po \u010dty\u0159ech \u010d\u00edslic\u00edch. Tak\u00e9 nen\u00ed pot\u0159eba, aby u\u017eivatel zad\u00e1val typ karty – to lze automaticky zjistit z \u010d\u00edsla karty.<\/p>\n

U formul\u00e1\u0159\u016f nepou\u017e\u00edvejte slo\u017eitou validaci. Klasick\u00e1 chyba je, kdy\u017e po\u017eadujete PS\u010c ve tvaru 000 00. Ur\u010dit\u00e1 \u010d\u00e1st lid\u00ed jej vypln\u00ed ve tvaru 00000. Vy jim pak zbyte\u010dn\u011b znemo\u017en\u00edte odesl\u00e1n\u00ed platby.<\/p>\n

Mnoho u\u017eivatel\u016f tak\u00e9 vypl\u0148uje formul\u00e1\u0159e na mobilu. Proto je pot\u0159eba formul\u00e1\u0159e d\u011blat tak, \u017ee jdou v pohod\u011b vyplnit i na mobilu.<\/p>\n

Na str\u00e1nce s platbou je tak\u00e9 vhodn\u00e9 zobrazit celou objedn\u00e1vku v\u010detn\u011b v\u0161ech podrobnost\u00ed.<\/p>\n

Vzpom\u00edn\u00e1m si na p\u0159\u00edhodu na\u0161eho kolegy. Neodeslal platbu za letenku, proto\u017ee v rekapitulaci objedn\u00e1vky u platby nebylo uvedeno, zda je v cen\u011b i zavazadlo. A nikde nebylo mo\u017en\u00e9 tuto informaci dop\u00e1trat. Tak \u0161el na konkuren\u010dn\u00ed web. Tam byla sice letenka nepatrn\u011b dra\u017e\u0161\u00ed, ale u ceny bylo uvedeno, \u017ee je to v\u010detn\u011b odbaven\u00e9ho zavazadla.<\/p>\n

3. ZLEP\u0160UJ\u00cd SE E-SHOPY V PREZENTACI PLATEBN\u00cdCH METOD?<\/strong>
\nV posledn\u00ed dob\u011b do\u0161lo v t\u00e9to oblasti k pom\u011brn\u011b velk\u00e9mu posunu vp\u0159ed. E-shopy na sob\u011b v posledn\u00ed dob\u011b pom\u011brn\u011b zapracovaly. U\u017e se m\u00e1lokdy vid\u00ed e-shop, do kter\u00e9ho by se \u010dlov\u011bk vylo\u017een\u011b b\u00e1l zadat kartu a n\u011bco si n\u011bco objednat.<\/p>\n

4. KTER\u00c9 E-SHOPY ZOBRAZUJ\u00cd PLATEBN\u00cd METODY SPR\u00c1VN\u011a?<\/strong>
\nSta\u010d\u00ed pod\u00edvat na velk\u00e9 hr\u00e1\u010de na trhu. Ti si tyto z\u00e1le\u017eitosti pom\u011brn\u011b pe\u010dliv\u011b hl\u00eddaj\u00ed a l\u00e9ty ji\u017e maj\u00ed sv\u00e9 e-shopy vylad\u011bny ke spokojenosti v\u0161ech. Pozor v\u0161ak, ka\u017ed\u00fd e-shop je sv\u00fdm zp\u016fsobem unik\u00e1t a tak nen\u00ed vhodn\u00e9 v\u0161e slep\u011b kop\u00edrovat. Nejste si jisti, zda je pro va\u0161e z\u00e1kazn\u00edky lep\u0161\u00ed tento, \u010di jin\u00fd zp\u016fsob zobrazen\u00ed? Neriskujte, testujte!<\/p>\n","protected":false},"excerpt":{"rendered":"

Ne\u017e p\u0159ejdeme k rad\u00e1m \u010desk\u00fdch expert\u016f, jak zlep\u0161it placen\u00ed na va\u0161em e-shopu, zkuste si p\u0159edstavit n\u00e1sleduj\u00edc\u00ed situaci. Nakupujete v supermarketu a pln\u00edte ko\u0161\u00edk. Kone\u010dn\u011b m\u00e1te v\u0161echno a jdete zaplatit. Zam\u00ed\u0159\u00edte k pokladn\u00e1m jako v\u017edycky, kdy\u017e v tom \u0161ok! Supermarket zavedl m\u00edsto pokladen samoobslu\u017en\u00e9 termin\u00e1ly. „Hm, jdou s dobou,“ \u0159\u00edk\u00e1te si nejd\u0159\u00edv a za\u010dnete koumat, jak\u010c\u00edst d\u00e1le<\/a><\/p>\n","protected":false},"author":8,"featured_media":1214,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[5],"tags":[],"coauthors":[13],"class_list":["post-1058","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-e-commerce-online-podnikani"],"acf":[],"yoast_head":"\nAnketa: Jak vylep\u0161it placen\u00ed na e-shopu | GoPay blog<\/title>\n<meta name=\"description\" content=\"Chcete vylep\u0161it placen\u00ed na e-shopu? Sepsali jsme rady \u010desk\u00fdch expert\u016f, jak zobrazit platebn\u00ed metody, aby u v\u00e1s z\u00e1kazn\u00edci r\u00e1di platili.\" \/>\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.gopay.com\/blog\/jak-vylepsit-placeni-na-e-shopu\/\" \/>\n<meta property=\"og:locale\" content=\"cs_CZ\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Experti rad\u00ed: Jak vylep\u0161it placen\u00ed na e-shopu?\" \/>\n<meta property=\"og:description\" content=\"Chcete vylep\u0161it placen\u00ed na va\u0161em e-shopu? Sepsali jsme rady od \u010desk\u00fdch expert\u016f na optimalizaci. Dozv\u00edte se, jak zobrazit platebn\u00ed metody, aby u v\u00e1s z\u00e1kazn\u00edci r\u00e1di platili.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.gopay.com\/blog\/jak-vylepsit-placeni-na-e-shopu\/\" \/>\n<meta property=\"og:site_name\" content=\"GoPay blog\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/gopay.cz\" \/>\n<meta property=\"article:published_time\" content=\"2016-04-14T11:45:38+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2023-08-30T11:21:24+00:00\" \/>\n<meta name=\"author\" content=\"Jan Vodi\u010dka\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:title\" content=\"Experti rad\u00ed: Jak vylep\u0161it placen\u00ed na e-shopu?\" \/>\n<meta name=\"twitter:description\" content=\"Chcete vylep\u0161it placen\u00ed na va\u0161em e-shopu? Sepsali jsme rady od \u010desk\u00fdch expert\u016f na optimalizaci. 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