{"id":5551,"date":"2019-05-22T14:59:22","date_gmt":"2019-05-22T12:59:22","guid":{"rendered":"https:\/\/www.gopay.com\/blog\/?p=5551"},"modified":"2023-08-30T13:01:25","modified_gmt":"2023-08-30T11:01:25","slug":"nepocitejte-prokliky-ale-sledujte-kolik-jste-vydelali-rika-jan-tichy-expert-na-webovou-analytiku","status":"publish","type":"post","link":"https:\/\/www.gopay.com\/blog\/nepocitejte-prokliky-ale-sledujte-kolik-jste-vydelali-rika-jan-tichy-expert-na-webovou-analytiku\/","title":{"rendered":"&#8222;Nepo\u010d\u00edtejte prokliky, ale sledujte, kolik jste vyd\u011blali&#8220;, \u0159\u00edk\u00e1 Jan Tich\u00fd, expert na webovou analytiku"},"content":{"rendered":"<p>Kdy\u017e se \u0159ekne pojem webov\u00e1 analytika, t\u011b\u017eko byste v \u010cech\u00e1ch hledali v\u011bt\u0161\u00edho znalce, ne\u017e Jana Tich\u00e9ho z agentury <a href=\"https:\/\/taste.cz\/taste\" target=\"_blank\" rel=\"noopener noreferrer\">Taste<\/a>.<\/p>\n<p>A pr\u00e1v\u011b Honzu jsme si pozvali na posledn\u00ed, v po\u0159ad\u00ed u\u017e \u0161estou, <a href=\"https:\/\/www.gopay.com\/cs\/online-dilna.html\" target=\"_blank\" rel=\"noopener noreferrer\">Online d\u00edlnu GoPay<\/a>.<\/p>\n<p>Jan provedl na\u0161e obchodn\u00edky sv\u011btem webov\u00e9 analytiky, uk\u00e1zal jim, jak pracovat s Google Analytics a jak nad z\u00edskan\u00fdmi daty p\u0159em\u00fd\u0161let.<\/p>\n<p>Ty nejzaj\u00edmav\u011bj\u0161\u00ed poznatky jsme sepsali do tohoto \u010dl\u00e1nku.<\/p>\n<p><!--more--><\/p>\n\n<h2>Co v\u0161echno v\u00e1m webov\u00e1 analytika umo\u017e\u0148uje?<\/h2>\n<p>Jak u\u017e jsme psali v \u010dl\u00e1nku <a href=\"https:\/\/www.gopay.com\/blog\/6-klicovych-metrik-ktere-by-mel-sledovat-kazdy-e-shop\/\" target=\"_blank\" rel=\"noopener noreferrer\">6 kl\u00ed\u010dov\u00fdch metrik, kter\u00e9 by m\u011bl sledovat ka\u017ed\u00fd e-shop<\/a>, webov\u00e1 analytika v\u00e1m pom\u016f\u017ee ur\u010dit sm\u011br, kter\u00fdm se va\u0161e podnik\u00e1n\u00ed m\u00e1 vydat. D\u00edky webov\u00e9 analytice m\u016f\u017eete:<\/p>\n<ul>\n<li>vyhodnocovat efektivitu kampan\u00ed<\/li>\n<li>optimalizovat web pro vyhled\u00e1va\u010de<\/li>\n<li>vylep\u0161it fungov\u00e1n\u00ed a pou\u017eitelnost webu<\/li>\n<li>zv\u00fd\u0161it tr\u017eby a prodeje<\/li>\n<li>prod\u00e1vat reklamu<\/li>\n<li>pracovat s chov\u00e1n\u00edm a loajalitou va\u0161ich n\u00e1v\u0161t\u011bvn\u00edk\u016f<\/li>\n<\/ul>\n<h2>Stanovte si c\u00edle<\/h2>\n<p>Ne\u017e se pust\u00edte do pr\u00e1ce s webovou analytikou, je d\u016fle\u017eit\u00e9, abyste si stanovili obchodn\u00ed c\u00edle webu a obchodn\u00ed strategii. Teprve v dal\u0161\u00edm kroku p\u0159em\u00fd\u0161lejte, jak\u00e9 metriky a reporty pro v\u00e1s budou ty prav\u00e9 a a\u017e pak se pus\u0165te do m\u011b\u0159en\u00ed a implementace.<\/p>\n<p>Vhodn\u00fdm c\u00edlem m\u016f\u017ee b\u00fdt snaha &#8222;nav\u00fd\u0161it prodeje o 15 procent za \u010dtvrtlet\u00ed&#8220;, naopak \u0161patn\u00fdm c\u00edlem prodejn\u00edho webu je &#8222;p\u0159il\u00e1kat na web tis\u00edce n\u00e1v\u0161t\u011bvn\u00edk\u016f&#8220;.<\/p>\n<h2>Jak\u00e9 jsou z\u00e1kladn\u00ed metriky v Google Analytics, kter\u00e9 m\u016f\u017eete sledovat?<\/h2>\n<ul>\n<li>Zobrazen\u00ed str\u00e1nek<\/li>\n<li>U\u017eivatel\u00e9<\/li>\n<li><strong>N\u00e1v\u0161t\u011bvy &#8211; zejm\u00e9na zdroje n\u00e1v\u0161t\u011bv<\/strong><\/li>\n<li>Hloubka a d\u00e9lka n\u00e1v\u0161t\u011bvy<\/li>\n<li><strong>M\u00edra okam\u017eit\u00e9ho opu\u0161t\u011bn\u00ed<\/strong><\/li>\n<li>Procento nov\u00fdch n\u00e1v\u0161t\u011bv<\/li>\n<li><strong>Konverze a konverzn\u00ed pom\u011br<\/strong><\/li>\n<li><strong>Transakce a transak\u010dn\u00ed pom\u011br<\/strong><\/li>\n<\/ul>\n<p>Jako provozovatele e-shopu \u010di jin\u00e9ho prodejn\u00edho webu v\u00e1s budou zaj\u00edmat zejm\u00e9na ty, kter\u00e9 jsou vytu\u010dn\u011bn\u00e9. Poj\u010fme se na n\u011b nyn\u00ed pod\u00edvat bl\u00ed\u017ee.<\/p>\n<h3>N\u00e1v\u0161t\u011bva<\/h3>\n<p>N\u00e1v\u0161t\u011bva je soubor u\u017eivatelsk\u00fdch interakc\u00ed s va\u0161\u00edm webem, kter\u00e9 prob\u011bhnou b\u011bhem ur\u010dit\u00e9 doby. V r\u00e1mci jedn\u00e9 n\u00e1v\u0161t\u011bvy m\u016f\u017ee u\u017eivatel prov\u00e9st v\u00edce akc\u00ed &#8211; prohl\u00e9dnout si v\u00edce str\u00e1nek webu, v p\u0159\u00edpad\u011b e-shopu se ide\u00e1ln\u011b dostat do ko\u0161\u00edku a nakoupit.<\/p>\n<p>N\u00e1v\u0161t\u011bva kon\u010d\u00ed uplynut\u00edm 30 minut od na\u010dten\u00ed posledn\u00ed str\u00e1nky, p\u0159\u00edpadn\u011b o p\u016flnoci, nebo v p\u0159\u00edpad\u011b, \u017ee u\u017eivatel p\u0159ijde na web z jin\u00e9ho zdroje. U\u017eivatel tak\u00e9 m\u016f\u017ee prov\u00e9st n\u011bkolik n\u00e1v\u0161t\u011bv, proto po\u010det n\u00e1v\u0161t\u011bv se automaticky nerovn\u00e1 po\u010dtu u\u017eivatel\u016f.<\/p>\n<h4>Zdroje n\u00e1v\u0161t\u011bv<\/h4>\n<p>Co se n\u00e1v\u0161t\u011bv t\u00fd\u010de, prim\u00e1rn\u011b by v\u00e1s m\u011bl zaj\u00edmat report Zdroj \/ M\u00e9dium. Najdete jej v sekci Ve\u0161ker\u00e1 n\u00e1v\u0161t\u011bvnost. Uk\u00e1\u017ee v\u00e1m, odkud k v\u00e1m lid\u00e9 chod\u00ed, co\u017e se v\u00e1m bude hodit zejm\u00e9na p\u0159i sledov\u00e1n\u00ed zdroje konverz\u00ed.<\/p>\n<p>Z\u00e1kladn\u00edmi druhy n\u00e1v\u0161t\u011bv jsou organick\u00e9 vyhled\u00e1v\u00e1n\u00ed, placen\u00e9 vyhled\u00e1v\u00e1n\u00ed, direct \/ none, referral, nebo soci\u00e1ln\u00ed s\u00edt\u011b. N\u011bkter\u00e9 str\u00e1nky ale m\u016f\u017eete p\u0159idat i na seznam tzv. vylou\u010den\u00fdch zdroj\u016f, pokud v\u00e1m zdroje konverz\u00ed p\u0159episuj\u00ed. St\u00e1v\u00e1 se to typicky u platebn\u00edch bran.<\/p>\n<p>V okam\u017eiku, kdy z\u00e1kazn\u00edk vlo\u017e\u00ed zbo\u017e\u00ed do ko\u0161\u00edku a zvol\u00ed online platebn\u00ed metodu jako zp\u016fsob platby, je p\u0159esm\u011brov\u00e1n na platebn\u00ed br\u00e1nu, tedy jinou adresu v prohl\u00ed\u017ee\u010di. V tomto moment\u011b se n\u00e1v\u0161t\u011bva ukon\u010d\u00ed. Po zaplacen\u00ed se z\u00e1kazn\u00edk dostane na d\u011bkovac\u00ed str\u00e1nku a pokra\u010duje jako nov\u00e1 n\u00e1v\u0161t\u011bva, a nav\u00edc z nov\u00e9ho zdroje. Co\u017e vede k tomu, \u017ee to pak vypad\u00e1, jako kdyby platebn\u00ed br\u00e1na byla zdrojem n\u00e1v\u0161t\u011bvy a tedy i konverze, co\u017e tak nen\u00ed. proto si p\u0159idejte URL platebn\u00ed br\u00e1ny do seznamu vylou\u010den\u00fdch odkazuj\u00edc\u00edch zdroj\u016f. P\u011bkn\u00fd n\u00e1vod, jak na to, najdete nap\u0159\u00edklad v <a href=\"https:\/\/www.dlouhychvost.cz\/platebni-brany-google-analytics\/\" target=\"_blank\" rel=\"noopener noreferrer\">tomto \u010dl\u00e1nku<\/a>.<\/p>\n<h3>M\u00edra okam\u017eit\u00e9ho opu\u0161t\u011bn\u00ed (tzv. bounce rate)<\/h3>\n<p>Po p\u0159\u00edchodu na str\u00e1nku Google Analytics dostanou informaci o zobrazen\u00ed str\u00e1nky (p\u0159esn\u011bji \u0159e\u010deno spust\u00ed m\u011b\u0159\u00edc\u00ed k\u00f3d). D\u00e1l ale GA nev\u00ed, co re\u00e1ln\u011b u\u017eivatel na str\u00e1nce d\u011bl\u00e1, dokud neklikne na jinou str\u00e1nku webu. U\u017eivatel m\u016f\u017ee na str\u00e1nce prohl\u00ed\u017eet videa, \u010d\u00edst texty, atd. Pokud neklikne na dal\u0161\u00ed str\u00e1nku nebo odkaz v r\u00e1mci va\u0161eho webu a odch\u00e1z\u00ed pry\u010d, je takov\u00e1 n\u00e1v\u0161t\u011bva vyhodnocena jako okam\u017eit\u00e9 opu\u0161t\u011bn\u00ed webu.<\/p>\n<p>Bounce rate je tedy procento t\u011bch n\u00e1v\u0161t\u011bv, kter\u00e9 se p\u0159i prohl\u00ed\u017een\u00ed webu nedostalo na dal\u0161\u00ed str\u00e1nku a ode\u0161lo z webu pry\u010d.<\/p>\n<p>\u017d\u00e1dn\u00e9 ide\u00e1ln\u00ed procento ale neexistuje. Zvl\u00e1\u0161t\u011b pokud m\u00e1te obsahov\u00fd web, nap\u0159. blog, kde c\u00edlem n\u00e1v\u0161t\u011bvn\u00edka je p\u0159e\u010d\u00edst si jeden \u010dl\u00e1nek, nen\u00ed vysok\u00e9 procento odchod\u016f nic neobvykl\u00e9ho. Plat\u00ed ale pravidlo, \u017ee \u010d\u00edm je web zn\u00e1m\u011bj\u0161\u00ed a obl\u00edben\u011bj\u0161\u00ed, t\u00edm bounce rate kles\u00e1.<\/p>\n<p>D\u016fvodem vysok\u00e9 m\u00edry opu\u0161t\u011bn\u00ed prodejn\u00edho webu m\u016f\u017ee b\u00fdt:<\/p>\n<ul>\n<li>\u0161patn\u011b zac\u00edlen\u00e1 kampa\u0148<\/li>\n<li>\u0161patn\u011b proveden\u00e1 landing page<\/li>\n<li>odkaz vede na neexistuj\u00edc\u00ed str\u00e1nku (chyba 404)<\/li>\n<li>a dal\u0161\u00ed<\/li>\n<\/ul>\n<h3>Konverzn\u00ed pom\u011br<\/h3>\n<p>Konverzn\u00ed pom\u011br jednodu\u0161e znamen\u00e1, kolik procent z celkov\u00fdch n\u00e1v\u0161t\u011bv provedlo po\u017eadovanou akci. U e-shopu se jedn\u00e1 o odesl\u00e1n\u00ed objedn\u00e1vky, u B2B webu se m\u016f\u017ee jednat o zasl\u00e1n\u00ed popt\u00e1vky, u obsahov\u00fdch web\u016f zanech\u00e1n\u00ed e-mailu, apod. Op\u011bt plat\u00ed, \u017ee ide\u00e1ln\u00ed procento konverzn\u00edho pom\u011bru de facto neexistuje. Zvl\u00e1\u0161t\u011b pokud u v\u00e1s z\u00e1kazn\u00edci objedn\u00e1vaj\u00ed produkt \u010di slu\u017ebu po telefonu, a m\u00e9n\u011b chod\u00ed na web, budete m\u00edt logicky ni\u017e\u0161\u00ed konverzn\u00ed pom\u011br webu.<\/p>\n<p>Podle Jana Tich\u00e9ho se nesm\u00edte nechat konverzn\u00edm pom\u011brem a bounce rate p\u0159\u00edli\u0161 svazovat. Jak s\u00e1m \u0159\u00edk\u00e1, &#8222;<em>konverzn\u00ed pom\u011br i bounce rate je jako svat\u00e1 kr\u00e1va, kter\u00e1 se p\u0159ece\u0148uje&#8220;<\/em>.<\/p>\n<h3>Transak\u010dn\u00ed pom\u011br<\/h3>\n<p>Transak\u010dn\u00ed pom\u011br vyjad\u0159uje celkov\u00fd po\u010det proveden\u00fdch objedn\u00e1vek. Pokud si u\u017eivatel objedn\u00e1 b\u011bhem jedn\u00e9 n\u00e1v\u0161t\u011bvy t\u0159eba t\u0159ikr\u00e1t, GA zapo\u010d\u00edtaj\u00ed t\u0159i transakce. Oproti tomu konverzn\u00ed pom\u011br bude p\u0159edstavovat pouze jednu konverzi (u\u017eivatele zkonvertujete pouze jednou, zat\u00edmco k n\u00e1kupu m\u016f\u017ee doj\u00edt v\u00edckr\u00e1t).<\/p>\n<p>Transakce se hod\u00ed ke sledov\u00e1n\u00ed celkov\u00e9ho obchodn\u00edho v\u00fdkonu webu. N\u011bkdy z n\u011bj m\u016f\u017eete vy\u010d\u00edst zaj\u00edmav\u00e9 informace. Pokud v\u00e1m transak\u010dn\u00ed pom\u011br stoup\u00e1 a konverzn\u00ed naopak z\u016fst\u00e1v\u00e1 stejn\u00fd, pak m\u00e1te loaj\u00e1ln\u00ed z\u00e1kazn\u00edky, kte\u0159\u00ed se k v\u00e1m vrac\u00ed.<\/p>\n<h2>Data sledujte v kontextu<\/h2>\n<p>U webov\u00e9 analytiky plat\u00ed, \u017ee sledov\u00e1n\u00ed z\u00e1kladn\u00edch metrik bez kontextu a odd\u011blen\u011b je k ni\u010demu. Prost\u00fd po\u010det n\u00e1v\u0161t\u011bv nebo u\u017eivatel\u016f v\u00e1m o v\u00fdkonnosti va\u0161eho webu moc ne\u0159ekne. Data sledujte v\u017edy v kontextu, v\u016f\u010di sv\u00fdm obchodn\u00edm c\u00edl\u016fm.<\/p>\n<p>Tak samo do GA necho\u010fte po\u010d\u00edtat prokliky, ale vyhodnocujte efektivitu a n\u00e1vratnost kampan\u00ed, tedy jak\u00e9 tr\u017eby v\u00e1m ony prokliky p\u0159inesly.<\/p>\n<h2>U\u017eite\u010dn\u00e9 odkazy<\/h2>\n<p>Na z\u00e1v\u011br p\u0159ikl\u00e1d\u00e1me u\u017eite\u010dn\u00e9 odkazy, kde se m\u016f\u017eete v oblasti webov\u00e9 analytiky d\u00e1le vzd\u011bl\u00e1vat.<\/p>\n<p><a href=\"https:\/\/www.seduo.cz\/uvod-do-webove-analytiky?a_box=dydv869c&amp;a_cam=14\" target=\"_blank\" rel=\"noopener noreferrer\">Kurz \u00davod do webov\u00e9 analytiky<\/a><\/p>\n<p><a href=\"https:\/\/digichef.cz\/100-otazek-pro-datovou-analytiku\" target=\"_blank\" rel=\"noopener noreferrer\">100+ ot\u00e1zek pro datovou analytiku<\/a><\/p>\n<p><a href=\"https:\/\/support.google.com\/analytics#topic=3544906\" target=\"_blank\" rel=\"noopener noreferrer\">Ofici\u00e1ln\u00ed n\u00e1pov\u011bda Google Analytics<\/a><\/p>\n<p><a href=\"http:\/\/www.jantichy.cz\/prednasky\" target=\"_blank\" rel=\"noopener noreferrer\">Soupis p\u0159edn\u00e1\u0161ek Jana Tich\u00e9ho<\/a><\/p>\n<p><a href=\"https:\/\/digichef.cz\/\" target=\"_blank\" rel=\"noopener noreferrer\">Magaz\u00edn Digichef<\/a><\/p>\n<p><!--more--><\/p>\n<h2>Kdy bude p\u0159\u00ed\u0161t\u00ed Online d\u00edlna?<\/h2>\n<p>Dal\u0161\u00ed Online d\u00edlnu chceme uspo\u0159\u00e1dat a\u017e po skon\u010den\u00ed l\u00e9ta.<\/p>\n<p>A proto\u017ee to bude speci\u00e1ln\u00ed sedm\u00fd d\u00edl, m\u016f\u017eeme prozradit, \u017ee pro v\u00e1s chyst\u00e1me po\u0159\u00e1dn\u00e9 p\u0159ekvapen\u00ed. Sledujte n\u00e1s na <a href=\"https:\/\/www.facebook.com\/gopay.cz\/\" target=\"_blank\" rel=\"noopener noreferrer\">Facebooku<\/a>, a\u0165 v\u00e1m nic neute\u010de.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Kdy\u017e se \u0159ekne pojem webov\u00e1 analytika, t\u011b\u017eko byste v \u010cech\u00e1ch hledali v\u011bt\u0161\u00edho znalce, ne\u017e Jana Tich\u00e9ho z agentury Taste. A pr\u00e1v\u011b Honzu jsme si pozvali na posledn\u00ed, v po\u0159ad\u00ed u\u017e \u0161estou, Online d\u00edlnu GoPay. Jan provedl na\u0161e obchodn\u00edky sv\u011btem webov\u00e9 analytiky, uk\u00e1zal jim, jak pracovat s Google Analytics a jak nad z\u00edskan\u00fdmi daty p\u0159em\u00fd\u0161let. Ty<a class=\"read-more\" href=\"https:\/\/www.gopay.com\/blog\/nepocitejte-prokliky-ale-sledujte-kolik-jste-vydelali-rika-jan-tichy-expert-na-webovou-analytiku\/\">\u010c\u00edst d\u00e1le<\/a><\/p>\n","protected":false},"author":8,"featured_media":5555,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[5],"tags":[],"coauthors":[13],"class_list":["post-5551","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 v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>&quot;Nepo\u010d\u00edtejte prokliky, ale sledujte, kolik jste vyd\u011blali&quot;, \u0159\u00edk\u00e1 Jan Tich\u00fd, expert na webovou analytiku | GoPay blog<\/title>\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\/nepocitejte-prokliky-ale-sledujte-kolik-jste-vydelali-rika-jan-tichy-expert-na-webovou-analytiku\/\" \/>\n<meta property=\"og:locale\" content=\"cs_CZ\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"&quot;Nepo\u010d\u00edtejte prokliky, ale sledujte, kolik jste vyd\u011blali&quot;, \u0159\u00edk\u00e1 Jan Tich\u00fd, expert na webovou analytiku | GoPay blog\" \/>\n<meta property=\"og:description\" content=\"Kdy\u017e se \u0159ekne pojem webov\u00e1 analytika, t\u011b\u017eko byste v \u010cech\u00e1ch hledali v\u011bt\u0161\u00edho znalce, ne\u017e Jana Tich\u00e9ho z agentury Taste. 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