{"id":3879,"date":"2018-02-15T13:04:22","date_gmt":"2018-02-15T12:04:22","guid":{"rendered":"https:\/\/blog.gopay.com\/?p=3879"},"modified":"2023-08-30T13:50:23","modified_gmt":"2023-08-30T11:50:23","slug":"7-tipu-jak-optimalizovat-konverzni-pomer","status":"publish","type":"post","link":"https:\/\/www.gopay.com\/blog\/7-tipu-jak-optimalizovat-konverzni-pomer\/","title":{"rendered":"7 tip\u016f, jak optimalizovat konverzn\u00ed pom\u011br"},"content":{"rendered":"

Chcete v\u011bd\u011bt, jestli m\u00e1te dobr\u00fd web?<\/p>\n

Vezm\u011bte n\u011bkolik n\u00e1hodn\u00fdch lid\u00ed a nechte je 5 vte\u0159in koukat na va\u0161e str\u00e1nky.<\/p>\n

Jestli do 5 vte\u0159in nepochop\u00ed, co maj\u00ed na dan\u00e9 str\u00e1nce d\u011blat, m\u00e1te velk\u00fd probl\u00e9m.<\/p>\n

Na\u0161t\u011bst\u00ed existuje recept, jak takov\u00fdm probl\u00e9m\u016fm p\u0159edej\u00edt – optimalizace konverzn\u00edho pom\u011bru.<\/p>\n

<\/p>\n\n

Co je optimalizace konverzn\u00edho pom\u011bru?<\/h2>\n

Optimalizace konverzn\u00edho pom\u011bru je obor online marketingu, kter\u00fd rad\u00ed, co, jak a kde na webu vylep\u0161it, aby konverze byly vy\u0161\u0161\u00ed.<\/p>\n

Konverze je druh akce, kterou po z\u00e1kazn\u00edc\u00edch chcete, aby vykonali. M\u016f\u017ee j\u00edt o kliknut\u00ed na call-to-action tla\u010d\u00edtko, poskytnut\u00ed e-mailu, koup\u011b zbo\u017e\u00ed, atd.<\/p>\n

V angli\u010dtin\u011b obor najdete pod zkratkou Conversion Rate Optimization.<\/p>\n

V \u010cesku m\u00e1me hned n\u011bkolik odborn\u00edk\u016f, kte\u0159\u00ed se tomuto oboru v\u011bnuj\u00ed, nam\u00e1tkou Jan Kvasni\u010dka<\/a>, Jan Kalianko<\/a> nebo Jan Junek<\/a>. A pr\u00e1v\u011b Honza Junek m\u011bl minul\u00fd t\u00fdden na konferenci o online marketingu\u00a0Digid\u011bjovice<\/a> vynikaj\u00edc\u00ed p\u0159edn\u00e1\u0161ku na lad\u011bn\u00ed konverzn\u00edho pom\u011bru.<\/p>\n

N\u011bkolik Honzov\u00fdch rad a tip\u016f v\u00e1m uk\u00e1\u017eeme v tomto \u010dl\u00e1nku.<\/p>\n

Zam\u011b\u0159te se na v\u00fdhody<\/h2>\n

Nikdy na webu nepi\u0161te o tom, co d\u011bl\u00e1te za slu\u017eby, nebo co prod\u00e1v\u00e1te.<\/p>\n

Pi\u0161te o benefitech, kter\u00e9 z\u00e1kazn\u00edk na va\u0161ich str\u00e1nk\u00e1ch z\u00edsk\u00e1.<\/p>\n

Jsou to pr\u00e1v\u011b v\u00fdhody, kter\u00e9 v\u00e1s odli\u0161\u00ed od konkurence. Z\u00e1kazn\u00edci budou m\u00edt pocit, \u017ee jim d\u00e1v\u00e1te n\u011bco nav\u00edc a \u017ee jste jin\u00ed ne\u017e ostatn\u00ed prodejci.<\/p>\n

Nikoho toti\u017e nezaj\u00edm\u00e1, \u017ee jste nejv\u011bt\u0161\u00edm dodavatelem n\u00e1bytku v \u010cech\u00e1ch. Lid\u00e9 si cht\u011bj\u00ed koupit postel, kter\u00e1 jim pom\u016f\u017ee zachr\u00e1nit man\u017eelstv\u00ed. St\u016fl, u kter\u00e9ho nap\u00ed\u0161\u00ed svou prvn\u00ed knihu. Boty, ve kter\u00fdch dojdou p\u011b\u0161ky a\u017e na konec sv\u011bta. A tak d\u00e1le.<\/p>\n

Sna\u017ete se popsat, co v\u0161echno z\u00e1kazn\u00edk z\u00edsk\u00e1, kdy\u017e z\u016fstane na va\u0161ich str\u00e1nk\u00e1ch a provede po\u017eadovanou akci.<\/p>\n

\"benefity\"<\/p>\n

P\u0159\u00edklad v\u00fdhod, kter\u00e9 z\u00e1kazn\u00edk z\u00edsk\u00e1, pokud dokon\u010d\u00ed registraci<\/em><\/p>\n

Podpo\u0159te va\u0161e \u00fasp\u011bchy \u010d\u00edsly<\/h2>\n

Vybavujete si slavnou v\u011btu „D\u016fkaz m\u00edsto slib\u016f“ z jedn\u00e9 nejmenovan\u00e9 reklamy?<\/p>\n

P\u0159esn\u011b touto v\u011btou byste se m\u011bli \u0159\u00eddit, kdy\u017e z\u00e1kazn\u00edk\u016fm slibujete „nejlevn\u011bj\u0161\u00ed zbo\u017e\u00ed, nejv\u011bt\u0161\u00ed v\u00fdb\u011br, nejrychlej\u0161\u00ed dod\u00e1n\u00ed zbo\u017e\u00ed“.<\/p>\n

Jestli va\u0161e zbo\u017e\u00ed a slu\u017eby chv\u00e1l\u00ed p\u0159es 90 procent z\u00e1kazn\u00edk\u016f, uka\u017ete to. Vezm\u011bte jednu z re\u00e1ln\u00fdch recenz\u00ed a pov\u011bste ji na va\u0161i str\u00e1nku.<\/p>\n

Stejn\u011b dob\u0159e m\u016f\u017ee zafungovat i po\u010det lid\u00ed, kte\u0159\u00ed si st\u00e1hli v\u00e1\u0161 e-book. Nebo po\u010det lid\u00ed, kte\u0159\u00ed odeb\u00edraj\u00ed v\u00e1\u0161 newsletter.<\/p>\n

Zm\u011b\u0159te se na cokoli, co by mohlo poslou\u017eit jako p\u00e1dn\u00fd argument k tomu, pro\u010d by z\u00e1kazn\u00edk m\u011bl nakupovat zrovna u v\u00e1s.<\/p>\n

\"\"<\/p>\n

Takto vysok\u00e1 \u010d\u00edsla funguj\u00ed na z\u00e1kazn\u00edky jako magnet.<\/em><\/p>\n

Zv\u00fdrazn\u011bte nejprod\u00e1van\u011bj\u0161\u00ed produkty<\/h2>\n

Nikdo nechce tr\u00e1vit n\u011bkolik hodin vyb\u00edr\u00e1n\u00edm zbo\u017e\u00ed na e-shopu. Proto se v\u017edycky sna\u017ete z\u00e1kazn\u00edk\u016fm usnadnit v\u00fdb\u011br.<\/p>\n

Ud\u011bl\u00e1te to t\u0159eba tak, \u017ee zv\u00fdrazn\u00edte nejprod\u00e1van\u011bj\u0161\u00ed produkty. M\u016f\u017eete je ozna\u010dit jako „nejprod\u00e1van\u011bj\u0161\u00ed“, „doporu\u010dujeme“, „top v\u00fdb\u011br“, apod.<\/p>\n

Pokud nap\u0159\u00edklad nab\u00edz\u00edte cenov\u00e9 pl\u00e1ny pro online slu\u017eby, zv\u00fdrazn\u011bte ten, kter\u00fd z\u00e1kazn\u00edci vol\u00ed nej\u010dast\u011bji.<\/p>\n

\"zv\u00fdrazn\u011bn\u00ed<\/p>\n

V\u00fdrazn\u00fd, jasn\u011b odli\u0161iteln\u00fd prvek upout\u00e1 pozornost a uleh\u010d\u00ed v\u00fdb\u011br<\/em><\/p>\n

Vyu\u017eijte strach ze ztr\u00e1ty<\/h2>\n

Uk\u00e1\u017eete-li z\u00e1kazn\u00edk\u016fm, \u017ee maj\u00ed posledn\u00ed \u0161anci z\u00edskat n\u011bjakou v\u00fdhodu, pravd\u011bpodobn\u011b j\u00ed vyu\u017eij\u00ed.<\/p>\n

Strach je toti\u017e mocn\u00e1 zbra\u0148. Kdy\u017e v lidech vzbud\u00edte pocit, \u017ee by o n\u011bco mohli p\u0159ij\u00edt, ud\u011blaj\u00ed v\u0161e pro to, aby ztr\u00e1t\u011b zamezili. Lid\u00e9 neradi prohr\u00e1vaj\u00ed a u\u017e v\u016fbec necht\u011bj\u00ed n\u011bco ztr\u00e1cet.<\/p>\n

A kdy\u017e se v\u00e1m poda\u0159\u00ed dostat je pod tlak, budou pravd\u011bpodobn\u011b jednat rychleji a nad n\u00e1kupem nebudou tolik p\u0159em\u00fd\u0161let.<\/p>\n

Nab\u00eddku m\u016f\u017eete omezit \u010dasov\u011b, nebo kusov\u011b. Nap\u0159. v\u011bty typu „posledn\u00ed \u0161ance“, „posledn\u00ed 3 kusy na sklad\u011b“, „neztra\u0165te 100 korun na prvn\u00ed n\u00e1kup“ skv\u011ble funguj\u00ed jako magnet na klik\u00e1n\u00ed.<\/p>\n

\"strach<\/p>\n

Posledn\u00ed 3 voln\u00e9 pokoje, za posledn\u00edch 24 hodin 22 rezervac\u00ed a nab\u00eddku si prohl\u00ed\u017e\u00ed dal\u0161\u00ed \u010dlov\u011bk. Honem objednejte.<\/em><\/p>\n

Zam\u011b\u0159te se na emoce<\/h2>\n

Kdy\u017e u\u017e si pohr\u00e1v\u00e1te s lidsk\u00fdmi emocemi a vyu\u017e\u00edv\u00e1te psychologick\u00fd trik se strachem ze ztr\u00e1ty, nebojte se z emoc\u00ed vy\u017ed\u00edmat je\u0161t\u011b trochu v\u00edc.<\/p>\n

Nechcete, aby se va\u0161i z\u00e1kazn\u00edci odhla\u0161ovali z va\u0161eho newsletteru? Zkuste pop\u0159em\u00fd\u0161let, jak\u00fdm zp\u016fsobem je od toho odrad\u00edte.<\/p>\n

Nap\u0159\u00edklad okno k odhl\u00e1\u0161en\u00ed newsletteru si o kreativitu a \u00fatok na emoce p\u0159\u00edmo koleduje.<\/p>\n

\"emoce\"<\/p>\n

Upozorn\u011bn\u00ed: Pokud odhl\u00e1s\u00edte odb\u011br newsletteru, zem\u0159e jedno ko\u0165\u00e1tko.<\/em><\/p>\n

Zjednodu\u0161te formul\u00e1\u0159e<\/h2>\n

Formul\u00e1\u0159e jsou jako pr\u00e1vn\u00edci. Nikdo je nem\u00e1 r\u00e1d, ale v\u0161ichni v\u011bd\u00ed, \u017ee se bez nich neobejdou.<\/p>\n

Tady samoz\u0159ejm\u011b plat\u00ed:<\/p>\n

a) d\u011blejte formul\u00e1\u0159e jednoduch\u00e9<\/p>\n

b) nenu\u0165te z\u00e1kazn\u00edka vypl\u0148ovat hromadu \u00fadaj\u016f.<\/p>\n

Pro zas\u00edl\u00e1n\u00ed newsletter\u016f v\u00e1m sta\u010d\u00ed zn\u00e1t pouze e-mail. Neptejte se zbyte\u010dn\u011b na adresu bydli\u0161t\u011b nebo faktura\u010dn\u00ed \u00fadaje ve chv\u00edli, kdy to nem\u00e1 smysl. Zbyte\u010dn\u011b zdlouhav\u00fdm formul\u00e1\u0159em z\u00e1kazn\u00edka odrad\u00edte.<\/p>\n

\"\"<\/p>\n

Sem vepi\u0161te jm\u00e9no, e-mail a heslo. Nic v\u00edc, nic m\u00ed\u0148.<\/em><\/p>\n

Personalizujte<\/h2>\n

Jednoduch\u00fd trik, jak se vr\u00fdt z\u00e1kazn\u00edk\u016fm do pam\u011bti a je\u0161t\u011b jim d\u00e1t pocit, \u017ee pro n\u011b d\u011bl\u00e1te n\u011bco nav\u00edc. To je personalizace.<\/p>\n

Co se pod pojmem personalizace rozum\u00ed? Je to jak\u00e9koli stav\u011bn\u00ed obsahu na m\u00edru z\u00e1kazn\u00edka – spad\u00e1 sem bannerov\u00e1 reklama, newslettery, texty na webu, apod.<\/p>\n

V podstat\u011b to znamen\u00e1, \u017ee v\u0161em z\u00e1kazn\u00edk\u016fm nezobrazujete jeden a ten sam\u00fd obsah, ale lehce jej modifikujete. Na z\u00e1klad\u011b chov\u00e1n\u00ed u\u017eivatele na webu (prozrad\u00ed cookies soubory) z\u00e1kazn\u00edkovi nab\u00eddnete to, co by jej potenci\u00e1ln\u011b mohlo zaj\u00edmat.<\/p>\n

Z\u00e1kazn\u00edk\u016fm m\u016f\u017eete p\u0159i p\u0159\u00edchodu na v\u00e1\u0161 web nap\u0159\u00edklad uk\u00e1zat informaci, \u017ee si mohou zbo\u017e\u00ed vyzvednout v lokalit\u011b, ve kter\u00e9 se pr\u00e1v\u011b nach\u00e1zej\u00ed.<\/p>\n

\"\"<\/p>\n

P\u0159\u00edklad jednoduch\u00e9 personalizace, zalo\u017een\u00e9 na poloze za\u0159\u00edzen\u00ed.<\/em><\/p>\n

Hlavn\u00ed pravidlo zn\u00ed – testujte<\/h2>\n

Pro lep\u0161\u00ed konverze nemus\u00edte hned na va\u0161e str\u00e1nky nacpat v\u0161echno, co jsme v\u00e1m v tomto \u010dl\u00e1nku poradili.\u00a0Vyberte si takov\u00e9, kter\u00e9 budou fungovat.<\/p>\n

Pozn\u00e1te to tak, \u017ee str\u00e1nky otestujete.<\/p>\n

Men\u0161\u00ed web m\u016f\u017eete otestovat stylem „za m\u00e1lo pen\u011bz hodn\u011b muziky“. Vyberte si z okruhu p\u0159\u00e1tel a zn\u00e1m\u00fdch t\u0159eba 10 lid\u00ed, kte\u0159\u00ed va\u0161e str\u00e1nky neznaj\u00ed. P\u0159ipravte jim seznam jednoduch\u00fdch ot\u00e1zek. \u00da\u010dastn\u00edky testov\u00e1n\u00ed poproste, aby se pod\u00edvali na v\u00e1\u0161 web – s t\u00edm, \u017ee jim nech\u00e1te pouh\u00fdch 5 vte\u0159in, a pak str\u00e1nky zav\u0159ete.<\/p>\n

Jak by m\u011bly vypadat ot\u00e1zky na testov\u00e1n\u00ed?<\/p>\n

Ot\u00e1zky pro testov\u00e1n\u00ed webu vych\u00e1zej\u00ed z toho, co z\u00e1kazn\u00edkovi probleskne hlavou na prvn\u00ed dobrou, kdy\u017e p\u0159ijde na v\u00e1\u0161 web.<\/p>\n

    \n
  1. Jak se jmenuje n\u00e1zev str\u00e1nky?<\/strong><\/li>\n
  2. O \u010dem str\u00e1nka je?<\/strong><\/li>\n
  3. Co na str\u00e1nce m\u016f\u017eu d\u011blat?<\/strong><\/li>\n
  4. Je str\u00e1nka d\u016fv\u011bryhodn\u00e1?<\/strong><\/li>\n<\/ol>\n

    Ka\u017ed\u00e9mu \u00fa\u010dastn\u00edkovi dejte 5 vte\u0159in na prozkoum\u00e1n\u00ed va\u0161eho webu – ide\u00e1ln\u011b \u00favodn\u00ed str\u00e1nky. B\u011bhem prvn\u00edch 5 vte\u0159in se toti\u017e lid\u00e9 obvykle rozhodnou, zda na va\u0161em webu n\u011bco objednaj\u00ed nebo naopak.\u00a0Po 5 vte\u0159in\u00e1ch str\u00e1nky zav\u0159ete a \u00fa\u010dastn\u00edka nechte odpov\u011bd\u011bt na p\u0159ipraven\u00e9 ot\u00e1zky.<\/p>\n

    Odpov\u011bdi si pak projd\u011bte a sestavte graf, abyste byli schopni vy\u010d\u00edst, kolik procent \u00fa\u010dastn\u00edk\u016f odpov\u00eddalo kladn\u011b, nebo z\u00e1porn\u011b.<\/p>\n

    Test v\u00e1m pom\u016f\u017ee odhalit, co d\u011bl\u00e1te na sv\u00e9m webu \u0161patn\u011b a co nefunguje.<\/p>\n

    Zabere v\u00e1m odhadem 3 – 4 hodiny \u010dasu a finan\u010dn\u011b v\u00e1s nezruinuje – \u00fa\u010dastn\u00edky pozv\u011bte t\u0159eba na kafe, pivo nebo j\u00eddlo.<\/p>\n

    <\/p>\n

    Dal\u0161\u00ed tipy na optimalizaci konverzn\u00edho pom\u011bru<\/h2>\n

    Dozv\u011bd\u011bli jste se, jak\u00e9 jsou z\u00e1kladn\u00ed rady, kdy\u017e chcete vylep\u0161it konverze na va\u0161em webu.<\/p>\n

    Tak\u00e9 jste zjistili, \u017ee sv\u016fj web m\u016f\u017eete jednodu\u0161e otestovat, a nemus\u00ed to b\u00fdt ani n\u00e1kladn\u00e9, ani \u010dasov\u011b n\u00e1ro\u010dn\u00e9.<\/p>\n

    Dal\u0161\u00ed tipy na optimalizaci konverzn\u00edho pom\u011bru najdete na str\u00e1nk\u00e1ch marketingov\u00e9 agentury H1<\/a>, v angli\u010dtin\u011b pak na blogu Unbounce <\/a>nebo Kissmetrics<\/a>.<\/p>\n

    A pokud m\u00e1te n\u011bjak\u00fd zaj\u00edmav\u00fd tip, kter\u00fd by mohl b\u00fdt u\u017eite\u010dn\u00fd i pro dal\u0161\u00ed \u010dten\u00e1\u0159e, pod\u011blte se o n\u011bj v koment\u00e1\u0159\u00edch.<\/p>\n","protected":false},"excerpt":{"rendered":"

    Chcete v\u011bd\u011bt, jestli m\u00e1te dobr\u00fd web? Vezm\u011bte n\u011bkolik n\u00e1hodn\u00fdch lid\u00ed a nechte je 5 vte\u0159in koukat na va\u0161e str\u00e1nky. Jestli do 5 vte\u0159in nepochop\u00ed, co maj\u00ed na dan\u00e9 str\u00e1nce d\u011blat, m\u00e1te velk\u00fd probl\u00e9m. Na\u0161t\u011bst\u00ed existuje recept, jak takov\u00fdm probl\u00e9m\u016fm p\u0159edej\u00edt – optimalizace konverzn\u00edho pom\u011bru.<\/p>\n","protected":false},"author":8,"featured_media":3921,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[5],"tags":[],"coauthors":[13],"class_list":["post-3879","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-e-commerce-online-podnikani"],"acf":[],"yoast_head":"\n7 tip\u016f, jak optimalizovat konverzn\u00ed pom\u011br | GoPay blog<\/title>\n<meta name=\"description\" content=\"Chcete zjistit, jak m\u016f\u017eete optimalizovat konverzn\u00ed pom\u011br? Pod\u00edvejte se na 7 p\u0159\u00edklad\u016f z praxe, kter\u00e9 funguj\u00ed. 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