{"id":4776,"date":"2018-09-25T15:23:57","date_gmt":"2018-09-25T13:23:57","guid":{"rendered":"https:\/\/blog.gopay.com\/?p=4776"},"modified":"2023-08-30T13:50:57","modified_gmt":"2023-08-30T11:50:57","slug":"jak-pripravit-e-shop-na-vanoce","status":"publish","type":"post","link":"https:\/\/www.gopay.com\/blog\/jak-pripravit-e-shop-na-vanoce\/","title":{"rendered":"Jak p\u0159ipravit e-shop na V\u00e1noce?"},"content":{"rendered":"

\u010ce\u0161i letos utrat\u00ed v e-shopech po\u0159\u00e1dn\u00fd ranec a poko\u0159\u00ed tak lo\u0148sk\u00fd obrat 115 miliard korun.<\/p>\n

Nejv\u00edce lid\u00e9 utr\u00e1cej\u00ed v obdob\u00ed p\u0159ed V\u00e1noci, kter\u00e9 se bl\u00ed\u017e\u00ed m\u00edlov\u00fdmi kroky.<\/p>\n

Jestli chcete o V\u00e1noc\u00edch dob\u0159e vyd\u011blat, neobejdete se bez dobr\u00e9 marketingov\u00e9<\/p>\n

<\/p>\n

strategie a celkov\u00e9 p\u0159ipravenosti e-shopu.<\/p>\n

Jak m\u016f\u017eete p\u0159ipravit v\u00e1\u0161 e-shop na V\u00e1noce, abyste byli co nejv\u00edc \u00fasp\u011b\u0161n\u00ed?<\/p>\n

Zeptali jsme se \u0161esti odborn\u00edk\u016f, kte\u0159\u00ed se v \u010desk\u00e9 e-commerce a online marketingu pohybuj\u00ed jako ryba ve vod\u011b, a polo\u017eili jim dv\u011b ot\u00e1zky:<\/p>\n

1. Jak\u00e9 jsou 3 nejd\u016fle\u017eit\u011bj\u0161\u00ed v\u011bci, kter\u00e9 by e-shopy nem\u011bly v souvislosti s p\u0159\u00edpravou na V\u00e1noce opominout?<\/strong><\/p>\n

2. \u010c\u00edm se na V\u00e1noce odli\u0161it? Jak si jako e-shopa\u0159 zajistit, aby z\u00e1kazn\u00edci nakoupili u mn\u011b?<\/strong><\/p>\n

Jejich odpov\u011bdi jsme pe\u010dliv\u011b sepsali a nyn\u00ed v\u00e1m p\u0159in\u00e1\u0161\u00edme unik\u00e1tn\u00ed n\u00e1vod, kter\u00fd v\u00e1m pom\u016f\u017ee p\u0159ipravit v\u00e1\u0161 e-shop na v\u00e1no\u010dn\u00ed \u017en\u011b.<\/p>\n\n

<\/p>\n

Jan Bro\u017e, marketingov\u00fd \u0159editel Eshop-rychle<\/h2>\n

\"jan<\/p>\n

O autorovi<\/span>U\u017eite\u010dn\u00e9 odkazy<\/span><\/div>
Jan Bro\u017e<\/strong> je marketingov\u00fd \u0159editel ve spole\u010dnosti Golemos<\/strong>, kter\u00e1 vyv\u00edj\u00ed e-shopov\u00e9 \u0159e\u0161en\u00ed Eshop-rychle<\/strong>.\u00a0Eshop-rychle<\/a> je modern\u00ed \u0159e\u0161en\u00ed, kter\u00e9 si za\u0159\u00edd\u00edte pohodln\u011b a snadno do 5 minut. V\u00fdhodou je, \u017ee nemus\u00edte platit za \u017e\u00e1dn\u00e1 dal\u0161\u00ed vylep\u0161en\u00ed, ani aktualizace. V Eshop-rychle v\u00e1m nav\u00edc v\u017edy r\u00e1di porad\u00ed, kdy\u017e si nebudete s n\u011b\u010d\u00edm v\u011bd\u011bt rady. \u00a0<\/div>\n
Webov\u00e9 str\u00e1nky<\/a>
\nFacebook<\/a>
\nBlog <\/a><\/div><\/div><\/div>\n

1. Jak\u00e9 jsou 3 nejd\u016fle\u017eit\u011bj\u0161\u00ed v\u011bci, kter\u00e9 by e-shopy nem\u011bly v souvislosti s p\u0159\u00edpravou na V\u00e1noce opominout?<\/h3>\n

Za\u010dn\u011bte se p\u0159ipravovat a pl\u00e1novat na V\u00e1noce ihned po p\u0159e\u010dten\u00ed tohoto \u010dl\u00e1nku<\/strong>. Jakmile se na V\u00e1noce za\u010dnete chystat koncem listopadu, bu\u010fte si jist\u00ed, \u017ee je u\u017e d\u00e1vno pozd\u011b a v p\u0159edv\u00e1no\u010dn\u00edm shonu v\u00e1m nejv\u011bt\u0161\u00ed p\u0159\u00edle\u017eitosti ute\u010dou.<\/p>\n

Zajist\u011bte si dostatek zbo\u017e\u00ed<\/strong>, kter\u00e9 se b\u011bhem posledn\u00edho roku a v minul\u00fdch letech ve v\u00e1no\u010dn\u00edm obdob\u00ed nejl\u00e9pe prod\u00e1valy. To nejhor\u0161\u00ed, co v\u00e1s m\u016f\u017ee potkat, je pocit, \u017ee nem\u00e1te co prod\u00e1vat a z\u00e1kazn\u00edci nakupuj\u00ed jak zb\u011bsil\u00ed.<\/p>\n

Jestli st\u00e1le je\u0161t\u011b nem\u00e1te p\u0159ipraven\u00e9 v\u00e1no\u010dn\u00ed bannery, slogany, nebo texty PPC reklam<\/strong>, za\u010dn\u011bte rychle nah\u00e1n\u011bt grafika a marke\u0165\u00e1ky a pus\u0165te se do toho.<\/p>\n

2. \u010c\u00edm se na V\u00e1noce odli\u0161it? Jak si jako e-shopa\u0159 zajistit, aby z\u00e1kazn\u00edci nakupovali u mn\u011b?<\/h3>\n

P\u0159ipravte dobr\u00e9 \u010dl\u00e1nky a z\u00e1kazn\u00edk\u016fm pora\u010fte, jak vybrat ty nejlep\u0161\u00ed v\u00e1no\u010dn\u00ed d\u00e1rky.<\/strong><\/p>\n

Vytvo\u0159te speci\u00e1ln\u00ed kategorie „V\u00e1no\u010dn\u00ed d\u00e1rky pro \u017eeny\/mu\u017ee\/d\u011bti\/babi\u010dky“<\/strong> a do nich vlo\u017ete nej\u010dast\u011bji nakupovan\u00e9 v\u00e1no\u010dn\u00ed d\u00e1rky. Usnadn\u00edte tak z\u00e1kazn\u00edkovi orientaci v e-shopu a v\u00fdb\u011br produktu.<\/p>\n

Zkuste e-shop obl\u00e9knout do v\u00e1no\u010dn\u00edho „kost\u00fdmu“<\/strong>. Ale pozor! \u0158e\u010d je o decentn\u00edch \u00faprav\u00e1ch do v\u00e1no\u010dn\u00ed t\u00e9matiky, jakmile z\u00e1kazn\u00edkovi za\u010dne na obrazovce sn\u011b\u017eit a za\u010dnou hr\u00e1t koledy, bu\u010fte si jist\u00ed, \u017ee okam\u017eit\u011b odch\u00e1z\u00ed.<\/p>\n

Jaroslav Vidim, \u0159editel a majitel agentury eVisions Advertising<\/h2>\n

\"jaroslav<\/p>\n

O autorovi<\/span>U\u017eite\u010dn\u00e9 odkazy<\/span><\/div>
Jaroslav Vidim<\/strong> je majitel a \u0159editel marketingov\u00e9 agentury eVisions Advertising<\/a>. Agentura se zam\u011b\u0159uje na kompletn\u00ed online marketing, od webov\u00e9 analytiky a\u017e po soci\u00e1ln\u00ed s\u00edt\u011b, a p\u016fsob\u00ed i za hranicemi – m\u00e1 pobo\u010dku v N\u011bmecku.<\/p>\n

Mezi klienty agentury pat\u0159\u00ed nap\u0159. Notino<\/strong>, O2<\/strong>, \u010cSOB<\/strong>, Peugeot<\/strong>, apod. eVisions pravideln\u011b vyd\u00e1v\u00e1 videa<\/a> s p\u0159ehledem nejv\u011bt\u0161\u00edch novinek z online marketingu<\/strong>, kter\u00e1 se opravdu vyplat\u00ed sledovat.\u00a0 \u00a0<\/div>\n

Webov\u00e9 str\u00e1nky<\/a>
\nFacebook<\/a>
\nTwitter<\/a>
\nLinkedIn<\/a>
\nBlog <\/a><\/div><\/div><\/div>\n

1. Jak\u00e9 jsou 3 nejd\u016fle\u017eit\u011bj\u0161\u00ed v\u011bci, kter\u00e9 by e-shopy nem\u011bly v souvislosti s p\u0159\u00edpravou na V\u00e1noce opominout?<\/h3>\n

Pl\u00e1nujte<\/strong>. Zodpov\u011bzte si na ot\u00e1zky, pro\u010d, komu, jak a kdy. Jak\u00e9 jsou c\u00edle kampan\u011b? Kdo je c\u00edlov\u00e1 skupina? Jak\u00e1 je strategie v\u00e1no\u010dn\u00ed kampan\u011b?<\/strong> P\u0159em\u00fd\u0161lejte, jak\u00e9 marketingov\u00e9 kan\u00e1ly zvol\u00edte a kdy kampan\u011b spust\u00edte.<\/p>\n

P\u0159em\u00fd\u0161lejte o kritick\u00fdch m\u00edstech nebo p\u0159ek\u00e1\u017ek\u00e1ch, kter\u00e9 mohou v pr\u016fb\u011bhu v\u00e1no\u010dn\u00edch kampan\u00ed nastat a pokuste se odhadnout \u010dinnost konkurent\u016f.<\/p>\n

T\u0159et\u00ed v\u011bc je intern\u00ed p\u0159ipravenost va\u0161eho e-shopu na v\u00e1no\u010dn\u00ed re\u017eim. Zhodno\u0165te svoje kapacity, p\u0159ipravte se na vy\u0159izov\u00e1n\u00ed vratek, logistiku<\/strong>, apod.<\/p>\n

2. \u010c\u00edm se na V\u00e1noce odli\u0161it? Jak si jako e-shopa\u0159 zajistit, aby z\u00e1kazn\u00edci nakupovali u mn\u011b?<\/h3>\n

U ka\u017ed\u00e9ho jsou d\u016fvody a zp\u016fsoby odli\u0161n\u00e9. U n\u011bkoho nejl\u00e9pe funguje z\u00e1kaznick\u00fd servis<\/strong>, u jin\u00e9ho prodlou\u017een\u00e1 reklama\u010dn\u00ed lh\u016fta<\/strong>, u dal\u0161\u00edch pak t\u0159eba \u0161\u00ed\u0159ka sortimentu, u\u017eivatelsk\u00e1 p\u0159\u00edv\u011btivost webu, rychlost doru\u010den\u00ed, skv\u011bl\u00e9 reference<\/strong>, apod.<\/p>\n

V \u010cech\u00e1ch je bohu\u017eel siln\u011b zako\u0159en\u011bn\u00fd zp\u016fsob p\u0159em\u00fd\u0161len\u00ed, kter\u00e9mu j\u00e1 osobn\u011b \u0159\u00edk\u00e1m syndrom vietnamsk\u00fdch ve\u010derek<\/strong>. Tedy syst\u00e9m podnik\u00e1n\u00ed zalo\u017een\u00fd na principu otev\u0159u si 8. podnik v jedn\u00e9 ulici se stejn\u00fdm sortimentem, slu\u017ebami, p\u0159\u00edstupem, z\u00e1kaznick\u00fdm servisem, marketingem, a douf\u00e1m, \u017ee ke mn\u011b z\u00e1kazn\u00edci budou chodit.<\/p>\n

Nedoufejte! P\u0159em\u00fd\u0161lejte, pro\u010d by n\u011bkdo m\u011bl nakoupit pr\u00e1v\u011b u v\u00e1s<\/strong>. Ur\u010dit\u011b se n\u011bjak\u00fd d\u016fvod najde.<\/p>\n

Ond\u0159ej Peroutka, specialista online marketingu v\u00a0 agentu\u0159e Inizio<\/h2>\n
O autorovi<\/span>U\u017eite\u010dn\u00e9 odkazy<\/span><\/div>
Inizio <\/a>je digit\u00e1ln\u00ed agentura,\u00a0kter\u00e1 s\u00eddl\u00ed v \u010cesk\u00fdch Bud\u011bjovic\u00edch. Agentura se vedle online marketingu zam\u011b\u0159uje na tvorbu webov\u00fdch str\u00e1nek a aplikac\u00ed. Mezi klienty pat\u0159\u00ed Koh-i-noor, \u010cevak<\/b>, TV Products<\/strong>, a dal\u0161\u00ed.<\/p>\n

Inizio po\u0159\u00e1d\u00e1 ka\u017edoro\u010dn\u00ed marketingovou konferenci Digid\u011bjovice<\/a>. <\/div>\n

Webov\u00e9 str\u00e1nky<\/a>
\nFacebook<\/a>
\nTwitter<\/a>
\nLinkedIn<\/a>
\nBlog <\/a><\/div><\/div><\/div>\n

1. Kdy je nejlep\u0161\u00ed doba na spu\u0161t\u011bn\u00ed v\u00e1no\u010dn\u00edch PPC kampan\u00ed?<\/h3>\n

Pokud se pod\u00edv\u00e1me na pr\u016fm\u011brn\u00fd mal\u00fd<\/strong> a\u017e st\u0159edn\u00ed e-shop<\/strong>, uvid\u00edme podobn\u00fd n\u00e1r\u016fst tr\u017eeb jako na grafu n\u00ed\u017ee.<\/p>\n

\"graf<\/p>\n

Z toho je patrn\u00e9, \u017ee tr\u017eby se e-shopu za\u010dnou znateln\u011b zvy\u0161ovat v pr\u016fb\u011bhu \u0159\u00edjna<\/strong> a vrchol\u00ed postupn\u011b b\u011bhem listopadu a\u017e prosince<\/strong>. Vyu\u017eijte z\u00e1\u0159\u00ed a \u0159\u00edjen na p\u0159\u00edpravu kampan\u00ed, a\u0165 zjist\u00edte, co v\u00e1m funguje – sledujte, co m\u00e1 dobr\u00fd konverzn\u00ed pom\u011br <\/strong>a n\u00e1vratnost<\/strong>.<\/p>\n

Samoz\u0159ejm\u011b m\u016f\u017eete spustit kampan\u011b a\u017e v listopadu, bude se v\u00e1m pak zd\u00e1t, \u017ee jste hrozn\u011b \u0161ikovn\u00ed, proto\u017ee \u010d\u00edsla budou zd\u00e1nliv\u011b dobr\u00e1. Ale pokud si kampan\u011b neza\u010dnete testovat d\u0159\u00edve, mohou v\u00e1m uniknout skryt\u00e9 diamanty.<\/p>\n

2. \u010c\u00edm se na V\u00e1noce odli\u0161it? Jak si jako e-shopa\u0159 zajistit, aby z\u00e1kazn\u00edci nakupovali u mn\u011b?<\/h3>\n

O V\u00e1noc\u00edch se o z\u00e1kazn\u00edky bojuje stejn\u011b nudn\u011b jako po cel\u00fd rok. Cenami, kvalitou slu\u017eby, dostupnost\u00ed a dohledatelnost\u00ed. Jedin\u00e9, co se m\u011bn\u00ed, je objem pen\u011bz na trhu, kter\u00fd je p\u0159ed V\u00e1nocemi mnohem vy\u0161\u0161\u00ed.<\/p>\n

Proto\u017ee se zvy\u0161uj\u00ed konverzn\u00ed pom\u011bry, tak se inzerent\u016fm vypl\u00e1c\u00ed v\u00fd\u0161e bidovat, tak\u017ee se logicky zvedaj\u00ed i ceny reklamy.<\/strong> N\u00e1vratnost ale zachra\u0148uje vy\u0161\u0161\u00ed popt\u00e1vka<\/strong>.<\/p>\n

O\u010dek\u00e1v\u00e1me n\u00e1r\u016fst ceny PPC o 20 – 30 %<\/strong> oproti lo\u0148sk\u00fdm. Dra\u017e\u0161\u00ed budou i carouselov\u00e9 inzer\u00e1ty<\/strong> na Facebooku, proto\u017ee se budou hodn\u011b vyu\u017e\u00edvat.<\/p>\n

Martin \u017datkovi\u010d, SEO konzultant v Taste medio<\/h2>\n

\"martin<\/p>\n

O autorovi<\/span>U\u017eite\u010dn\u00e9 odkazy<\/span><\/div>
Martin \u017datkovi\u010d<\/a> je mlad\u00fd a velmi talentovan\u00fd SEO konzultant<\/strong> v agentu\u0159e Taste<\/a>. Vedle SEO trik\u016f ovl\u00e1d\u00e1 i UX a webovou analytiku. Martin tak\u00e9 p\u00ed\u0161e sv\u016fj blog <\/a>a po\u0159\u00e1d\u00e1 akci Marketingov\u00e1 Plze\u0148<\/a>.<\/p>\n

Taste je zn\u00e1m\u00e1 digit\u00e1ln\u00ed agentura, ve kter\u00e9 p\u016fsob\u00ed ti nejv\u011bt\u0161\u00ed prof\u00edci \u010desk\u00e9 online sc\u00e9ny, nap\u0159. Honza Tich\u00fd<\/strong>. Mezi klienty pat\u0159\u00ed Moneta<\/strong>, Notino<\/strong>, Heureka<\/strong>, nebo Hornbach<\/strong>. Agentura po\u0159\u00e1d\u00e1 respektovan\u00e9 oborov\u00e9 konference SEO restart<\/strong>, DATA restart<\/strong>, PPC restart<\/strong> a SOCIAL restart<\/strong>. Za p\u0159e\u010dten\u00ed rovn\u011b\u017e stoj\u00ed vynikaj\u00edc\u00ed e-book o technick\u00e9m SEO<\/a>, jeho\u017e autorem je pr\u00e1v\u011b Taste. <\/div>\n

Webov\u00e9 str\u00e1nky<\/a>
\nFacebook<\/a>
\nTwitter<\/a>
\n<\/div><\/div><\/div>\n

1. Jak\u00e9 jsou 3 nejd\u016fle\u017eit\u011bj\u0161\u00ed v\u011bci, kter\u00e9 by e-shopy v souvislosti s p\u0159\u00edpravou na V\u00e1noce nem\u011bly opominout?<\/h3>\n

Za m\u011b to jsou ur\u010dit\u011b skladovost<\/strong>, z\u00e1kaznick\u00e1 podpora<\/strong> a nab\u00edzet n\u011bco nav\u00edc<\/strong>.<\/p>\n

M\u00edt produkty skladem je asi nejd\u016fle\u017eit\u011bj\u0161\u00ed z cel\u00e9ho e-shopov\u00e9ho podnik\u00e1n\u00ed. P\u0159ipravte si proto dostatek z\u00e1sob<\/strong>, alespo\u0148 u kl\u00ed\u010dov\u00fdch produkt\u016f.\u00a0V\u011b\u0159\u00edm, \u017ee ka\u017ed\u00fd e-shopa\u0159 zn\u00e1 sv\u016fj e-shop jako sv\u00e9 boty a dok\u00e1\u017ee odhadnout, kter\u00e9 produkty p\u016fjdou v t\u00e9to sez\u00f3n\u011b na dra\u010dku a kter\u00e9 nikoli. O leto\u0161n\u00edch V\u00e1noc\u00edch na tom bude hodn\u011b z\u00e1le\u017eet.<\/p>\n

Co se t\u00fd\u010de z\u00e1kaznick\u00e9 podpory, obvykle ji e-shopy poskytuj\u00ed od osm\u00e9 hodiny rann\u00ed do n\u011bjak\u00e9 p\u00e1t\u00e9 hodiny odpoledne. V\u011bt\u0161ina lid\u00ed ov\u0161em nakupuje a\u017e po pr\u00e1ci ve ve\u010dern\u00edch hodin\u00e1ch, kdy\u017e maj\u00ed \u010das a my\u0161lenky na nakupov\u00e1n\u00ed. Proto je d\u016fle\u017eit\u00e9 aktivitu na e-shopu p\u0159izp\u016fsobit t\u011bmto u\u017eivatel\u016fm, rozpl\u00e1novat sm\u011bny na e-shopu a b\u00fdt na podpo\u0159e co nejrychlej\u0161\u00ed i ve\u010der<\/strong>. To v\u00e1s toti\u017e odli\u0161\u00ed od konkurence<\/strong>.<\/p>\n

Sledujte z\u00e1silky a informujte z\u00e1kazn\u00edky o tom, \u017ee se z\u00e1silka zpomalila v p\u0159epravn\u00edm depu. V p\u0159\u00edpad\u011b nejvy\u0161\u0161\u00ed nouze se nebojte vyrazit do ulic a rozv\u00e9st z\u00e1silky sami. V zemi, ve kter\u00e9 je p\u0159es 40 tis\u00edc e-shop\u016f, nemus\u00ed rozhodovat jen cena, ale pr\u00e1v\u011b proz\u00e1kaznick\u00fd p\u0159\u00edstup<\/strong>, kter\u00fd si ka\u017ed\u00fd zapamatuje<\/strong>.<\/p>\n

Co se t\u00fd\u010de technick\u00e9ho SEO<\/strong>, tak na n\u011bj do V\u00e1noc nezb\u00fdv\u00e1 moc \u010dasu.\u00a0Zkuste tedy pracovat s obsahem<\/strong> a u\u017eivatel\u016fm pomozte s v\u00fdb\u011brem<\/strong>. Zaj\u00edmavou formou je nap\u0159\u00edklad slovn\u00edk e-shopu<\/strong> nejen s vysv\u011btlen\u00edm pojm\u016f, ale tak\u00e9 s popisem pr\u016fm\u011brn\u00fdch hodnot jednotliv\u00fdch parametr\u016f.<\/strong> Sv\u00edtivost LED \u017e\u00e1rovky je dobr\u00e1 v\u011bc, ale kdy\u017e z\u00e1kazn\u00edk nev\u00ed, jak\u00e1 je optim\u00e1ln\u00ed hodnota, je to t\u011b\u017ek\u00e9 rozhodov\u00e1n\u00ed.<\/p>\n

2. \u010c\u00edm se na V\u00e1noce odli\u0161it? Jak si jako e-shopa\u0159 zajistit, aby z\u00e1kazn\u00edci nakupovali u mn\u011b?<\/h3>\n

M\u016f\u017eete m\u00edt ty nejni\u017e\u0161\u00ed ceny na trhu a d\u00edky tomu vybojovat prvn\u00ed m\u00edsta ve zbo\u017eov\u00fdch srovn\u00e1va\u010d\u00edch jako je Heureka. M\u00e1 to ale smysl? \u0160id\u00edte se o mar\u017ei, nen\u00ed prostor ke zlep\u0161ov\u00e1n\u00ed slu\u017eeb, zam\u011bstnanci nedostanou za p\u0159es\u010dasy odm\u011bny a ani v\u00e1m toho moc nezbyde<\/strong>.<\/p>\n

Vsa\u010fte na recenze a zku\u0161enosti ostatn\u00edch<\/strong>. \u010ce\u0161i jsou sice n\u00e1rod lid\u00ed, kte\u0159\u00ed d\u00e1vaj\u00ed rad\u011bji negativn\u00ed zp\u011btnou vazbu ne\u017e kladnou, kdy\u017e se ale rozk\u0159ikne, \u017ee jste opravdov\u00ed mach\u0159i na v\u00fdrobu pono\u017eek a pro z\u00e1kazn\u00edka na n\u011b natisknete klidn\u011b jelena se slune\u010dn\u00edmi br\u00fdlemi, vynesou v\u00e1s do nebes. Zkr\u00e1tka v\u00e1m to nezapomenou.<\/p>\n

Mnoho e-shop\u016f m\u016f\u017ee zkop\u00edrovat va\u0161e texty, obr\u00e1zky nebo dokonce reklamy, va\u0161i z\u00e1kaznickou podporu a proz\u00e1kaznick\u00fd p\u0159\u00edstup v\u00e1m ale nevezmou<\/strong>. Bu\u010fte sv\u00ed, nehrajte si na Alzu a m\u00e1te kousek bl\u00ed\u017e k \u00fasp\u011bchu.<\/p>\n

V\u00e1clav Kraj\u0148\u00e1k, digit\u00e1ln\u00ed market\u00e9r a podnikatel<\/h2>\n

\"v\u00e1clav<\/p>\n

O autorovi<\/span>U\u017eite\u010dn\u00e9 odkazy<\/span><\/div>
Va\u0161ek Kraj\u0148\u00e1k<\/a> je online market\u00e9r na voln\u00e9 noze. Vym\u00fd\u0161l\u00ed strategie a syst\u00e9my pro online marketingov\u00e9 aktivity a pom\u00e1h\u00e1 tak podnikatel\u016fm a mal\u00fdm firm\u00e1m maximalizovat zisky. Va\u0161ek zalo\u017eil slu\u017ebu pro automatizaci prodeje a marketingu Clipsan<\/a>. Ka\u017ed\u00fd t\u00fdden nahr\u00e1v\u00e1 podcast Strategick\u00e9 zisky<\/a>.\u00a0\u00a0 <\/div>\n
Webov\u00e9 str\u00e1nky<\/a>
\nFacebook<\/a>
\nTwitter<\/a>
\nLinkedIn<\/a>
\nBlog <\/a><\/div><\/div><\/div>\n

1. Jak\u00e9 jsou 3 nejd\u016fle\u017eit\u011bj\u0161\u00ed v\u011bci, kter\u00e9 by e-shopy v souvislosti s p\u0159\u00edpravou na V\u00e1noce nem\u011bly opominout?<\/h3>\n

Vn\u00edmejte V\u00e1noce z nadhledu a nespadn\u011bte do drobnost\u00ed, kter\u00e9 ve fin\u00e1le moc nep\u0159inesou. Sla\u010fte jednotliv\u00e9 kan\u00e1ly a strategie, a\u0165 v\u00e1m z\u00e1kazn\u00edci stoj\u00ed u va\u0161ich digit\u00e1ln\u00edch dve\u0159\u00edch<\/strong>.<\/p>\n

V\u010das p\u0159itopte pod kotel remarketingu<\/strong> a e-mail marketingu<\/strong>. Vyu\u017eijte z\u00e1\u0159\u00ed, \u0159\u00edjen a listopad a b\u011bhem t\u011bchto m\u011bs\u00edc\u016f posilujte vztah se z\u00e1kazn\u00edky a vn\u00edm\u00e1n\u00ed va\u0161\u00ed zna\u010dky. Nebojte se nasadit cel\u00fd arzen\u00e1l obsahov\u00e9ho marketingu – od blog\u016f a\u017e po videa<\/strong>.<\/p>\n

Zapojte chatboty<\/strong> a z\u00edsk\u00e1vejte odb\u011bratele ve Facebook Messengeru<\/strong>. Messenger je relativn\u011b nov\u00fd komunika\u010dn\u00ed kan\u00e1l, kter\u00fd m\u00e1 proklikovost vy\u0161\u0161\u00ed ne\u017e je otv\u00edranost v e-mail marketingu. Kdy\u017e m\u00e1te e-shop optimalizovan\u00fd na mobily (v dne\u0161n\u00ed dob\u011b z\u00e1klad), tak na n\u011b po\u0161lete ve spr\u00e1vn\u00fd \u010das kr\u00e1tkou zpr\u00e1vu a lid\u00e9 nakoup\u00ed d\u00e1rky pr\u00e1v\u011b u v\u00e1s.<\/p>\n

2. \u010c\u00edm se na V\u00e1noce odli\u0161it? Jak si jako e-shopa\u0159 zajistit, aby z\u00e1kazn\u00edci nakupovali u mn\u011b?<\/h3>\n

Uka\u017ete to, jak s va\u0161imi produkty lid\u00e9 oslav\u00ed V\u00e1noce<\/strong>. Lid\u00e9 maj\u00ed m\u00e1lo \u010dasu cokoliv vym\u00fd\u0161let, a tak se jako m\u016fry sl\u00e9t\u00e1vaj\u00ed k tomu, kdo jim d\u00e1v\u00e1 inspiraci. Uka\u017ete, jak d\u00e1rky zabalit a jak si d\u00edky nim u\u017e\u00edt \u0160t\u011bdr\u00fd den. Takov\u00e1 videa m\u016f\u017eete propagovat na Facebooku, YouTube a tak\u00e9 na Instagramu.<\/p>\n

Lid\u00e9 maj\u00ed pen\u00edze a neboj\u00ed se je utr\u00e1cet. Hr\u00e1t na cenu a plo\u0161n\u00e9 slevy nen\u00ed nikdy dobr\u00e1 marketingov\u00e1 strategie. M\u00edsto slevy p\u0159ipravte bal\u00ed\u010dek produkt\u016f, kter\u00e9 se vz\u00e1jemn\u011b dopl\u0148uj\u00ed a p\u0159idejte k nim slu\u017eby, kter\u00e9 z\u00e1kazn\u00edk jinde nenajde.<\/strong><\/p>\n

Jan Va\u0161ek, specialista online marketingu<\/h2>\n

\"jan<\/p>\n

O autorovi<\/span>U\u017eite\u010dn\u00e9 odkazy<\/span><\/div>
Jan Va\u0161ek<\/a> je online market\u00e9r a projektov\u00fd mana\u017eer na voln\u00e9 noze. Jeho velkou v\u00e1\u0161n\u00ed je reklama na soci\u00e1ln\u00edch s\u00edt\u00edch<\/strong>, zejm\u00e9na Facebooku<\/strong>. Je velk\u00fdm fanou\u0161kem chatbot\u016f<\/strong>. Pravideln\u011b po\u0159\u00e1d\u00e1 \u0161kolen\u00ed o reklam\u011b na Facebooku. Zalo\u017eil eduka\u010dn\u00ed skupinu Modr\u00e1ci<\/strong>, kde ka\u017ed\u00fd den p\u0159in\u00e1\u0161\u00ed novinky a tipy z prost\u0159ed\u00ed soci\u00e1ln\u00edch s\u00edt\u00ed. <\/div>\n
Webov\u00e9 str\u00e1nky<\/a>
\nFacebook Modr\u00e1ci<\/a>
\nLinkedIn<\/a>
\n<\/div><\/div><\/div>\n

1. Existuje n\u011bjak\u00e1 univerz\u00e1ln\u00ed rada, jak by m\u011bla vypadat efektivn\u00ed v\u00e1no\u010dn\u00ed reklama na Facebooku?<\/h3>\n

Automatizujte<\/strong>. Co p\u016fjde, a\u0165 se d\u011bl\u00e1 samo, nap\u0159. dynamick\u00e9 reklamy<\/strong>. Zkontrolujte si XML feedy<\/strong>, jestli do Facebooku pos\u00edl\u00e1te produkty, kter\u00e9 jsou pro v\u00e1s obchodn\u011b d\u016fle\u017eit\u00e9 (mar\u017ee a skladov\u00e1 z\u00e1soba). Ov\u011b\u0159te si, jestli Facebook Pixel<\/strong> sp\u00edn\u00e1, jak m\u00e1, jestli se ud\u00e1losti p\u0159i\u0159azuj\u00ed k produkt\u016fm (zvl\u00e1\u0161t\u011b, pokud optimalizujete na konverzi) a jak \u010dasto se feedy p\u0159epo\u010d\u00edt\u00e1vaj\u00ed – t\u0159eba takov\u00e1 skladovost je o V\u00e1noc\u00edch z\u00e1sadn\u00ed.<\/p>\n

\u0160k\u00e1lujte a p\u0159ipom\u00ednejte se<\/strong>. \u010castou chybou je, \u017ee reklama je pouze jedna. Tak\u00e9 si tu kabelku nebo hodinky koup\u00edte hned, jen co minete v\u00fdlohu? N\u011bkdo ano, ale v\u011bt\u0161ina ne. Zapojte tedy remarketing<\/strong>.\u00a0Mo\u017enost\u00ed je mnoho – dynamick\u00fd s produkty, obsahem i kategoriemi, ale i statick\u00fd, kde uk\u00e1\u017eete hodnocen\u00ed, m\u00edsta osobn\u00edho vyzvednut\u00ed, \u00fasp\u011b\u0161n\u00fd \u010dl\u00e1nek na blogu nebo nabu\u0161en\u00fd sklad s okam\u017eitou expedic\u00ed.<\/strong><\/p>\n

Pokud zn\u00e1te cestu va\u0161eho z\u00e1kazn\u00edka a n\u00e1kupn\u00ed proces, rozsegmentujte si n\u00e1v\u0161t\u011bvnost<\/strong>. Je rozd\u00edl, kdy\u017e v\u00e1m p\u0159ijde potenci\u00e1ln\u00ed z\u00e1kazn\u00edk ze zbo\u017eov\u00e9ho porovn\u00e1va\u010de a v\u00ed, co chce, jen nev\u00ed, u koho, a mus\u00edte jednat rychle a n\u011bk\u00fdm, kdo teprve laxn\u011b vyb\u00edr\u00e1 a pro\u010d\u00edt\u00e1 si v\u00e1\u0161 blog s \u010dl\u00e1nky \u201cJak vybrat\u201d. To v\u0161e a mnohem v\u00edce umo\u017e\u0148uj\u00ed vlastn\u00ed okruhy u\u017eivatel\u016f<\/strong>.<\/p>\n

Odli\u0161te se v mo\u0159i p\u0159\u00edsp\u011bvk\u016f<\/strong>.\u00a0M\u00e1te super produkt? V\u00edte, kdo je c\u00edlovka? Tak to m\u00e1te 2 ze 3. Mus\u00edte n\u011b\u010d\u00edm zaujmout, jinak se o tom ta c\u00edlovka nedozv\u00ed! Jsme rozmazlen\u00ed a zahlcen\u00ed obsahem a klasick\u00fd odkazovan\u00fd p\u0159\u00edsp\u011bvek s 2:1 fotkou u\u017e nemus\u00ed sta\u010dit. Nau\u010dte se pou\u017e\u00edvat tr\u00ed\u010dky a zaj\u00edmav\u00e9 form\u00e1ty – otestujte video u CPC kampan\u00ed<\/strong>, vyu\u017eijte Canvas form\u00e1t<\/strong>, videocarousely<\/strong> nebo video na v\u00fd\u0161ku<\/strong>. A reflektujte, \u017ee z 80 % je prim\u00e1rn\u00edm Facebook za\u0159\u00edzen\u00edm mobil<\/strong>.<\/p>\n

Testujte kreativu, publika a optimalizaci, to v\u0161e Facebook umo\u017e\u0148uje. P\u0159i c\u00edlen\u00ed nezapome\u0148te na lookalike podobn\u00e1 publika<\/strong>, ale pozor na zdroj, nen\u00ed z\u00e1kazn\u00edk jako z\u00e1kazn\u00edk, a\u0165 se nevyd\u00e1te \u0161patn\u00fdm sm\u011brem. Pracujte i s hodnotou z\u00e1kazn\u00edka. Pron\u00e1sledujte u\u017eivatele nap\u0159\u00ed\u010d kan\u00e1ly – u\u017e i Instagram reklamu nastav\u00edte pohodln\u011b v Business Manageru<\/strong>. Nezapom\u00ednejte ani na velmi obl\u00edben\u00e9 Stories<\/strong>.<\/p>\n

2. \u010c\u00edm se na V\u00e1noce odli\u0161it? Jak si jako e-shopa\u0159 zajistit, aby z\u00e1kazn\u00edci nakupovali u mn\u011b?<\/h3>\n

Z\u00e1le\u017e\u00ed, co nab\u00edz\u00edte. Ru\u010dn\u011b vyr\u00e1b\u011bn\u00e9 p\u00e1nsk\u00e9 bra\u0161ny nebo vysava\u010d, kter\u00fd prod\u00e1v\u00e1 dal\u0161\u00edch 150 e-shop\u016f? U unik\u00e1tn\u00edho produktu se odli\u0161ujete u\u017e svou existenc\u00ed, komunikujte tedy lukrativnost produktu<\/strong>. Mnoho e-shop\u016f prod\u00e1v\u00e1 zastupitelnou komoditu, tam mus\u00edte nab\u00eddnout n\u011bco v\u00edce – konkuren\u010dn\u00ed v\u00fdhody<\/strong><\/a>. Ne kli\u0161\u00e9, ne ty fr\u00e1ze, co v\u00e1m mo\u017en\u00e1 zdob\u00ed firemn\u00ed claim, ale re\u00e1ln\u00fd p\u0159\u00ednos.<\/p>\n

\u010ce\u0161i jsou po\u0161t\u00edpan\u00ed dopravou zdarma, uka\u017ete jim va\u0161e recenze<\/strong>, kolik z\u00e1kazn\u00edk\u016f u\u017e v\u00e1m v\u011b\u0159\u00ed, \u017ee nab\u00edz\u00edte prodlou\u017eenou z\u00e1ruku, nebo komunikujte, \u017ee vr\u00e1cen\u00ed nevhodn\u00e9ho v\u00e1no\u010dn\u00edho d\u00e1rku nen\u00ed probl\u00e9m. A taky jim \u0159ekn\u011bte, kdy re\u00e1ln\u011b budou m\u00edt d\u00e1rek doma. Jestli je to ve skladu A nebo B nikoho nezaj\u00edm\u00e1, zaj\u00edm\u00e1 je, jestli budou m\u00edt co zabalit do v\u00e1no\u010dn\u00edho pap\u00edru<\/strong>.<\/p>\n

Zav\u010dasu se p\u0159ipravte na v\u00fdprodeje<\/strong>. My \u010ce\u0161i jsme na n\u011b zvykl\u00ed a za\u010d\u00edn\u00e1me nakupovat u\u017e o \u0160t\u011bdr\u00e9m ve\u010deru, abychom utratili bankovky od Je\u017e\u00ed\u0161ka. Svezte se tak\u00e9 na vln\u011b popt\u00e1vky – Black Friday<\/strong> a Den dopravy zdarma<\/strong> jsou tradice, tak nestavte poln\u00ed cestu, kdy\u017e je vedle \u010dty\u0159proud\u00e1 d\u00e1lnice.<\/p>\n

<\/p>\n

Kde zjist\u00edte v\u00edc?<\/h2>\n

Pod\u00edvejte se t\u0159eba na seznam 60 nejlep\u0161\u00edch zdroj\u016f v online marketingu<\/a>, kde m\u016f\u017eete naj\u00edt dal\u0161\u00ed tipy, kter\u00e9 v\u00e1m pomohou p\u0159ipravit dobrou marketingovou kampa\u0148 \u010di strategii na V\u00e1noce.<\/p>\n","protected":false},"excerpt":{"rendered":"

\u010ce\u0161i letos utrat\u00ed v e-shopech po\u0159\u00e1dn\u00fd ranec a poko\u0159\u00ed tak lo\u0148sk\u00fd obrat 115 miliard korun. Nejv\u00edce lid\u00e9 utr\u00e1cej\u00ed v obdob\u00ed p\u0159ed V\u00e1noci, kter\u00e9 se bl\u00ed\u017e\u00ed m\u00edlov\u00fdmi kroky. Jestli chcete o V\u00e1noc\u00edch dob\u0159e vyd\u011blat, neobejdete se bez dobr\u00e9 marketingov\u00e9<\/p>\n","protected":false},"author":8,"featured_media":4815,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[5],"tags":[],"coauthors":[13],"class_list":["post-4776","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-e-commerce-online-podnikani"],"acf":[],"yoast_head":"\nJak p\u0159ipravit e-shop na V\u00e1noce? | GoPay blog<\/title>\n<meta name=\"description\" content=\"Jak p\u0159ipravit e-shop na V\u00e1noce? Na to jsme se zeptali 6 p\u0159edn\u00edch odborn\u00edk\u016f na e-commerce a online marketing. Prozradili, kdy s p\u0159\u00edpravami za\u010d\u00edt, co byste letos nem\u011bly opominout a jak si m\u016f\u017eete zajistit, aby z\u00e1kazn\u00edci nakupovali u v\u00e1s.\" \/>\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-pripravit-e-shop-na-vanoce\/\" \/>\n<meta property=\"og:locale\" content=\"cs_CZ\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Jak p\u0159ipravit e-shop na V\u00e1noce? | GoPay blog\" \/>\n<meta property=\"og:description\" content=\"Jak p\u0159ipravit e-shop na V\u00e1noce? Na to jsme se zeptali 6 p\u0159edn\u00edch odborn\u00edk\u016f na e-commerce a online marketing. 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