{"id":4766,"date":"2018-09-21T16:16:30","date_gmt":"2018-09-21T14:16:30","guid":{"rendered":"https:\/\/blog.gopay.com\/?p=4766"},"modified":"2023-08-30T13:03:05","modified_gmt":"2023-08-30T11:03:05","slug":"co-delate-pro-to-abyste-ve-svem-oboru-vystoupili-z-rady","status":"publish","type":"post","link":"https:\/\/www.gopay.com\/blog\/co-delate-pro-to-abyste-ve-svem-oboru-vystoupili-z-rady\/","title":{"rendered":"Co d\u011bl\u00e1te pro to, abyste ve sv\u00e9m oboru vystoupili z \u0159ady?"},"content":{"rendered":"<p>Minul\u00fd t\u00fdden jsme uspo\u0159\u00e1dali v po\u0159ad\u00ed ji\u017e \u010dtvrtou Online d\u00edlnu GoPay.<\/p>\n<p>Tentokr\u00e1t jsme se nev\u011bnovali <a href=\"https:\/\/blog.gopay.com\/usporadali-jsme-prvni-online-dilnu-jaka-byla\/\" target=\"_&quot;blank&quot;\" rel=\"noopener noreferrer\">PPC<\/a>, <a href=\"https:\/\/blog.gopay.com\/jak-jsme-nase-obchodniky-naucili-delat-seo-pro-e-shop\/\" target=\"_&quot;blank&quot;\" rel=\"noopener noreferrer\">SEO <\/a>nebo <a href=\"https:\/\/blog.gopay.com\/8-tipu-jak-delat-obsahovy-marketing-pro-e-shop\/\" target=\"_&quot;blank&quot;\" rel=\"noopener noreferrer\">obsahov\u00e9mu marketingu<\/a>.<\/p>\n<p>Mluvili jsme o tom, jak v z\u00e1plav\u011b 40 tis\u00edc e-shop\u016f vystoupit z \u0159ady, pro\u010d by z\u00e1kazn\u00edci m\u011bli nakoupit u v\u00e1s nebo jak vytvo\u0159it zapamatovateln\u00fd brand.<\/p>\n<p><!--more--><\/p>\n\n<h2>\u010c\u00edm l\u00e1k\u00e1te z\u00e1kazn\u00edky ke koupi?<\/h2>\n<p>To, co pom\u00e1h\u00e1 na web prod\u00e1vat, jsou v\u011bt\u0161inou benefity. Jsou ty va\u0161e n\u011b\u010d\u00edm jedine\u010dn\u00e9 a natolik neodolateln\u00e9, aby z\u00e1kazn\u00edka p\u0159esv\u011bd\u010dily ke koupi?<\/p>\n<p>\u0160kolitel <a href=\"https:\/\/www.janjunek.com\/\" target=\"_&quot;blank&quot;\" rel=\"noopener noreferrer\">Honza Junek<\/a> na testovan\u00fdch webech uv\u00e1d\u00ed nej\u010dast\u011bj\u0161\u00ed p\u0159\u00edklady benefit\u016f \u010desk\u00fdch e-shop\u016f:<\/p>\n<ul>\n<li>nej\u0161ir\u0161\u00ed sortiment<\/li>\n<li>v\u0161echno skladem<\/li>\n<li>nejni\u017e\u0161\u00ed ceny<\/li>\n<li>d\u00e1rek k objedn\u00e1vce<\/li>\n<li>doprava zdarma<\/li>\n<li>doru\u010den\u00ed do druh\u00e9ho dne<\/li>\n<li>60 dn\u016f na vr\u00e1cen\u00ed zbo\u017e\u00ed<\/li>\n<\/ul>\n<p>Probl\u00e9m je, \u017ee se jedn\u00e1 o nachlup stejn\u00e9 benefity, kter\u00e9 dnes nab\u00edz\u00ed kdekdo. Kdy\u017e dopravu zdarma nab\u00edz\u00ed dal\u0161\u00edch tis\u00edc e-shop\u016f, d\u011bl\u00e1 v\u00e1s to v\u00fdjime\u010dn\u00fdmi? Pravd\u011bpodobn\u011b ne (nemluv\u011b o tom, \u017ee dopravu zdarma je t\u0159eba dotovat).<\/p>\n<h3>Tipy na m\u00e9n\u011b okoukan\u00e9 benefity<\/h3>\n<ul>\n<li>p\u0159\u00edm\u00fd prodej od v\u00fdrobce<\/li>\n<li>spole\u010densk\u00e1 odpov\u011bdnost<\/li>\n<li>rozs\u00e1hl\u00e9 poradenstv\u00ed<\/li>\n<li>kurzy pro za\u010d\u00e1te\u010dn\u00edky<\/li>\n<li>ru\u010dn\u00ed v\u00fdroba<\/li>\n<li>osobn\u00ed p\u0159\u00edb\u011bh majitele<\/li>\n<\/ul>\n<p>Dal\u0161\u00ed tipy na zaj\u00edmav\u00e9 benefity najdete nap\u0159\u00edklad na <a href=\"https:\/\/robertnemec.com\/konkurencni-vyhody-eshop\/\" target=\"_&quot;blank&quot;\" rel=\"noopener noreferrer\">blogu Roberta N\u011bmce<\/a>.<\/p>\n<p>M\u011bjte tak\u00e9 na pam\u011bti, \u017ee kdy\u017e nebudete nab\u00edzet nic speci\u00e1ln\u00edho, budete snadno napodobiteln\u00ed. Konkurence m\u016f\u017ee okop\u00edrovat v\u00e1\u0161 web, nab\u00eddnout ty sam\u00e9 benefity, m\u00edt ni\u017e\u0161\u00ed ceny.<\/p>\n<h2>\u0158e\u0161en\u00edm m\u016f\u017ee b\u00fdt siln\u00fd a jedine\u010dn\u00fd brand. Ale co to vlastn\u011b znamen\u00e1?<\/h2>\n<p>Brand v angli\u010dtin\u011b znamen\u00e1 zna\u010dka. Kdy\u017e lid\u00e9 nahlas vyslov\u00ed jm\u00e9no va\u0161\u00ed firmy, v lidech to vyvol\u00e1v\u00e1 ur\u010dit\u00e9 asociace, kter\u00e9 si s va\u0161\u00ed zna\u010dkou spojuj\u00ed.&nbsp;V r\u00e1mci \u010desk\u00e9 e-commerce mezi siln\u00e9 brandy (tedy zna\u010dky) pat\u0159\u00ed Alza, Mall, Zoot, Notino, Kytary.cz, Bonami, Tchibo, atd.<\/p>\n<p>M\u00edst, kde se z\u00e1kazn\u00edk potk\u00e1v\u00e1 s va\u0161\u00edm brandem, je mraky. Nam\u00e1tkou se jedn\u00e1 o produkty, obaly, prodejny, web, cen\u00edky, zam\u011bstnanci, reklamace, hotline, soci\u00e1ln\u00ed s\u00edt\u011b, recenze, PPC, n\u00e1vody, e-maily, videa, faktury, unpacking, \u0161eptanda, plak\u00e1ty, obchodn\u00ed podm\u00ednky, slogan, ambasado\u0159i, billboardy, TV spoty, testy, report\u00e1\u017ee\u2026<\/p>\n<p>Dalo by se \u0159\u00edct, \u017ee s va\u0161\u00ed zna\u010dkou se z\u00e1kazn\u00edk m\u016f\u017ee potkat v\u0161ude, kde jste n\u011bjak\u00fdm zp\u016fsobem vid\u011bt.<\/p>\n<blockquote><p><span style=\"color: #000000;\"><em>&#8222;Brand se ned\u00e1 koupit. Nikdo v\u00e1m brand nenadesignuje. Brand je, kdy\u017e prod\u00e1v\u00e1te kolob\u011b\u017eky, na kter\u00fdch jste objeli cel\u00fd sv\u011bt. Brand je, kdy\u017e jste ochutnali 1 500 v\u00edn a dok\u00e1zali z nich vybrat 100 nejlep\u0161\u00edch a ta prod\u00e1v\u00e1te.&#8220;<\/em> <strong>Jan Junek<\/strong><\/span><\/p><\/blockquote>\n<h2>Jak jedine\u010dnost z\u00edskat?<\/h2>\n<h3>Specializace<\/h3>\n<p>Prod\u00e1v\u00e1te sluch\u00e1tka, kter\u00fdm rozum\u00edte jen vy? V\u00edte o zvuku \u00fapln\u011b v\u0161echno? Nebojte se to uk\u00e1zat. Jedn\u00edm z nejobl\u00edben\u011bj\u0161\u00edch obchod\u016f na n\u00e1kup hudebn\u00ed p\u0159\u00edslu\u0161enstv\u00ed jsou <a href=\"https:\/\/kytary.cz\/\" target=\"_&quot;blank&quot;\" rel=\"noopener noreferrer\">Kytary.cz<\/a>. Maj\u00ed nap\u0159\u00edklad seri\u00e1l \u0160kola hry na kytaru, kter\u00fd m\u016f\u017eete sledovat na YouTube, po\u0159\u00e1daj\u00ed festival pro hudebn\u00edky jm\u00e9nem <a href=\"https:\/\/www.festiwall.cz\/\" target=\"_&quot;blank&quot;\" rel=\"noopener noreferrer\">Festiwall<\/a>, nat\u00e1\u010d\u00ed humorn\u00fd po\u0159ad Kum\u0161t, kde za\u010d\u00ednaj\u00edc\u00edm hudebn\u00edk\u016fm rad\u00ed, jak zalo\u017eit kapelu. To je spousta marketingov\u00fdch kan\u00e1l\u016f, kter\u00e9 prim\u00e1rn\u011b neprod\u00e1vaj\u00ed, ale podporuj\u00ed vn\u00edm\u00e1n\u00ed zna\u010dky.<\/p>\n<h3>Cesta k produktu<\/h3>\n<p>Zp\u016fsob, jak\u00fdm zbo\u017e\u00ed z\u00e1kazn\u00edkovi prezentujete, je obzvl\u00e1\u0161t\u011b d\u016fle\u017eit\u00fd. Ve fin\u00e1le toti\u017e rozhoduje o tom, jestli z\u00e1kazn\u00edk zbo\u017e\u00ed nakoup\u00ed, nebo ne. Pokud prod\u00e1v\u00e1te oble\u010den\u00ed, dejte si hodn\u011b z\u00e1le\u017eet na fotk\u00e1ch. Oble\u010den\u00ed uka\u017ete ze v\u0161ech \u00fahl\u016f pohledu a dopl\u0148te nap\u0159\u00edklad informaci, kolik model\/ka na dan\u00e9 fotce v\u00e1\u017e\u00ed a m\u011b\u0159\u00ed, aby si z\u00e1kazn\u00edci mohli velikost dob\u0159e p\u0159edstavit.<\/p>\n<h3>Unik\u00e1tn\u00ed procesy<\/h3>\n<p>Nebojte se \u0159\u00edct, jak va\u0161e zbo\u017e\u00ed vyr\u00e1b\u00edte. Lid\u00e9 jsou velmi zv\u011bdav\u00ed a zvl\u00e1\u0161t\u011b v dne\u0161n\u00ed dob\u011b ocen\u00ed v\u0161e, co je d\u011blan\u00e9 poctiv\u011b, tradi\u010dn\u011b, ru\u010dn\u011b, atd. Uka\u017ete t\u0159eba ve videu, jak \u010d\u00e1st va\u0161\u00ed v\u00fdroby prob\u00edh\u00e1. Zd\u016frazn\u011bte jeden nebo dva procesy, d\u00edky kter\u00fdm m\u00e1 v\u00e1\u0161 produkt unik\u00e1tn\u00ed chu\u0165.<\/p>\n<h3>Z\u00e1\u017eitek<\/h3>\n<p>Body za p\u0159\u00edjemnou atmosf\u00e9ru nebo p\u0159\u00edjemn\u00fd z\u00e1\u017eitek nasb\u00edr\u00e1te sp\u00ed\u0161e v kamenn\u00e9 prodejn\u011b, ne\u017e na webu. Inspirac\u00ed mohou b\u00fdt nap\u0159\u00edklad ZOOT\u00ed prodejny alias v\u00fddejny radosti.<\/p>\n<h3>D\u016fv\u011bra<\/h3>\n<p>Lid\u00e9 nakupuj\u00ed v e-shopech, kter\u00e9 jsou pro n\u011b d\u016fv\u011bryhodn\u00e9. D\u016fv\u011bru p\u0159edstavuje dodr\u017eov\u00e1n\u00ed podm\u00ednek &#8211; kdy\u017e tvrd\u00edte, \u017ee zbo\u017e\u00ed dod\u00e1te do druh\u00e9ho dne, m\u011bli byste tak\u00e9 tak ud\u011blat, d\u00e1le oddan\u00fd z\u00e1kaznick\u00fd servis, kter\u00fd je ochoten v\u017edy poradit, kladn\u00e9 recenze ostatn\u00edch z\u00e1kazn\u00edk\u016f, atd.<\/p>\n<h3>Vytvo\u0159te kvalitn\u00ed \u010dl\u00e1nky<\/h3>\n<p>Dobr\u00e9 \u010dl\u00e1nky, ve kter\u00fdch z\u00e1kazn\u00edkovi porad\u00edte, jak se vyznat ve va\u0161ich produktech, slu\u017eb\u00e1ch, apod. mohou tvo\u0159it velkou p\u0159idanou hodnotu. Jednak uk\u00e1\u017eete, \u017ee v tom, co d\u011bl\u00e1te jste v\u00e1\u017en\u011b dob\u0159\u00ed profesion\u00e1lov\u00e9, a jednak pom\u016f\u017eete z\u00e1kazn\u00edkovi ut\u0159\u00eddit fakta a zorientovat se v nab\u00eddce. Nep\u0159\u00edmo tedy m\u016f\u017eete z\u00e1kazn\u00edka p\u0159im\u011bt ke koupi produktu.<\/p>\n<h3>Pomozte lidem se za\u0159adit<\/h3>\n<p>\u010casto va\u0161i z\u00e1kazn\u00edci netu\u0161\u00ed, co p\u0159esn\u011b maj\u00ed koupit a jak\u00e9 zbo\u017e\u00ed se pro n\u011b hod\u00ed. Pokud nap\u0159\u00edklad prod\u00e1v\u00e1te sportovn\u00ed vybaven\u00ed, rozd\u011blte va\u0161e z\u00e1kazn\u00edky na za\u010d\u00e1te\u010dn\u00edky, st\u0159edn\u011b pokro\u010dil\u00e9 a skoro prof\u00edky. Ka\u017ed\u00e1 z t\u011bchto skupin bude ke koupi kola (ly\u017e\u00ed, brusl\u00ed, kolob\u011b\u017eek) p\u0159istupovat \u00fapln\u011b jinak.<\/p>\n<h3>Pora\u010fte v\u0161ude, kde je to mo\u017en\u00e9<\/h3>\n<p>Blog, Facebook, online chat, diskuzn\u00ed f\u00f3ra&#8230;Na internetu existuje spousta prostoru, kde se m\u016f\u017eete bl\u00fdsknout sv\u00fdmi v\u011bdomostmi a z\u00e1kazn\u00edkovi poradit, co si m\u00e1 koupit. Dob\u0159e t\u011bchto m\u00edst vyu\u017eijte &#8211; nezapome\u0148te, \u017ee v dne\u0161n\u00ed dob\u011b je z\u00e1kaznick\u00e1 podpora tak trochu marketingov\u00fd n\u00e1stroj.<\/p>\n<p><!--more--><\/p>\n<h2>Kde hledat dal\u0161\u00ed tipy?<\/h2>\n<p>O tom, jak zvy\u0161ovat po\u010det objedn\u00e1vek v e-shopu, jsme napsali \u010dl\u00e1nek <a href=\"https:\/\/blog.gopay.com\/7-tipu-jak-optimalizovat-konverzni-pomer\/\" target=\"_&quot;blank&quot;\" rel=\"noopener noreferrer\">7 tip\u016f, jak optimalizovat konverzn\u00ed pom\u011br<\/a>. Najdete v n\u011bm rady samotn\u00e9ho Honzy Junka a i praktick\u00e9 p\u0159\u00edklady.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Minul\u00fd t\u00fdden jsme uspo\u0159\u00e1dali v po\u0159ad\u00ed ji\u017e \u010dtvrtou Online d\u00edlnu GoPay. Tentokr\u00e1t jsme se nev\u011bnovali PPC, SEO nebo obsahov\u00e9mu marketingu. Mluvili jsme o tom, jak v z\u00e1plav\u011b 40 tis\u00edc e-shop\u016f vystoupit z \u0159ady, pro\u010d by z\u00e1kazn\u00edci m\u011bli nakoupit u v\u00e1s nebo jak vytvo\u0159it zapamatovateln\u00fd brand.<\/p>\n","protected":false},"author":8,"featured_media":4773,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[5],"tags":[],"coauthors":[13],"class_list":["post-4766","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-e-commerce-online-podnikani"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.6 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Co d\u011bl\u00e1te pro to, abyste ve sv\u00e9m oboru vystoupili z \u0159ady? | GoPay blog<\/title>\n<meta name=\"description\" content=\"Minul\u00fd t\u00fdden jsme uspo\u0159\u00e1dali v po\u0159ad\u00ed ji\u017e \u010dtvrtou Online d\u00edlnu GoPay. Tentokr\u00e1t jsme se nev\u011bnovali PPC, SEO nebo obsahov\u00e9mu marketingu. Mluvili jsme o tom, jak v z\u00e1plav\u011b 40 tis\u00edc e-shop\u016f vystoupit z \u0159ady, pro\u010d by z\u00e1kazn\u00edci m\u011bli nakoupit zrovna u v\u00e1s nebo jak vytvo\u0159it siln\u00fd a zapamatovateln\u00fd brand.\" \/>\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\/co-delate-pro-to-abyste-ve-svem-oboru-vystoupili-z-rady\/\" \/>\n<meta property=\"og:locale\" content=\"cs_CZ\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Co d\u011bl\u00e1te pro to, abyste ve sv\u00e9m oboru vystoupili z \u0159ady? | GoPay blog\" \/>\n<meta property=\"og:description\" content=\"Minul\u00fd t\u00fdden jsme uspo\u0159\u00e1dali v po\u0159ad\u00ed ji\u017e \u010dtvrtou Online d\u00edlnu GoPay. 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