{"id":6749,"date":"2020-11-26T09:02:30","date_gmt":"2020-11-26T08:02:30","guid":{"rendered":"https:\/\/www.gopay.com\/blog\/?p=6749"},"modified":"2023-08-30T13:58:36","modified_gmt":"2023-08-30T11:58:36","slug":"jednoduchy-tip-jak-zvysit-konverzi-mobilnich-plateb","status":"publish","type":"post","link":"https:\/\/www.gopay.com\/blog\/jednoduchy-tip-jak-zvysit-konverzi-mobilnich-plateb\/","title":{"rendered":"Jednoduch\u00fd tip, jak zv\u00fd\u0161it konverzi mobiln\u00edch plateb"},"content":{"rendered":"\n

Letos v \u010dervnu jsme spustili novou verzi mobiln\u00ed br\u00e1ny. V \u010dem se li\u0161\u00ed od sv\u00e9 star\u0161\u00ed sestry a jak\u00e9 novinky p\u0159in\u00e1\u0161\u00ed, si m\u016f\u017eete p\u0159e\u010d\u00edst v \u010dl\u00e1nku Seznamte se s novou mobiln\u00ed br\u00e1nou<\/a>.<\/p>\n\n\n\n

Od spu\u0161t\u011bn\u00ed jsme stihli mobilku obohatit o p\u00e1r vylep\u0161en\u00ed.<\/p>\n\n\n\n

P\u0159ipravili jsme nap\u0159\u00edklad \u0159e\u0161en\u00ed, kter\u00e9 v\u00e1m pom\u016f\u017ee zv\u00fd\u0161it konverzi, tedy \u00fasp\u011b\u0161nost plateb, o n\u011bkolik procent.<\/p>\n\n\n\n

V \u010dem spo\u010d\u00edv\u00e1?<\/p>\n\n\n\n\n\n\n\n

P\u0159ed\u00e1vejte e-mail z\u00e1kazn\u00edka a platebn\u00ed metodu<\/h2>\n\n\n\n

Konverze br\u00e1ny do zna\u010dn\u00e9 m\u00edry souvis\u00ed s jej\u00ed pr\u016fchodnost\u00ed. Tedy s t\u00edm, kolika str\u00e1nkami mus\u00ed z\u00e1kazn\u00edk p\u0159i placen\u00ed proj\u00edt a kolik \u010dasu p\u0159i placen\u00ed na br\u00e1n\u011b tr\u00e1v\u00ed. <\/p>\n\n\n\n

A pr\u016fchodnost zase mimo jin\u00e9 z\u00e1vis\u00ed na \u00fadaj\u00edch, kter\u00e9 br\u00e1na z\u00edsk\u00e1v\u00e1 od port\u00e1lu.<\/p>\n\n\n\n

Plat\u00ed zde jednoduch\u00e1 pou\u010dka. \u010c\u00edm m\u00e9n\u011b dat m\u00e1 br\u00e1na k dispozici, t\u00edm v\u00edce krok\u016f z\u00e1kazn\u00edka \u010dek\u00e1.<\/p>\n\n\n\n

Pokud nap\u0159\u00edklad nep\u0159ed\u00e1te br\u00e1n\u011b platebn\u00ed metodu a ani e-mail z\u00e1kazn\u00edka, oba tyto kroky mus\u00ed sama odbavit.<\/p>\n\n\n\n

P\u016fvodn\u00ed verze mobiln\u00ed br\u00e1ny s t\u00edm po\u010d\u00edtala. Takhle na n\u00ed prob\u00edhal pr\u016fchod:<\/p>\n\n\n\n

A. P\u016fvodn\u00ed pr\u016fchod mobiln\u00ed br\u00e1nou p\u0159i nep\u0159ed\u00e1n\u00ed e-mailu i platebn\u00ed metody<\/strong><\/p>\n\n\n\n

\n
\n
\"mobiln\u00ed
Krok 1: Rozcestn\u00edkov\u00e1 str\u00e1nka pro v\u00fdb\u011br platebn\u00ed metody<\/figcaption><\/figure>\n\n\n\n
\"\"
Krok 2: Str\u00e1nka pro zad\u00e1n\u00ed e-mailu a potvrzen\u00ed metody<\/figcaption><\/figure>\n\n\n\n
\"\"
Krok 3: Str\u00e1nka s detailem platebn\u00ed metody<\/figcaption><\/figure>\n<\/figure>\n\n\n\n

<\/p>\n<\/div><\/div>\n\n\n\n

Jak vypadal pr\u016fchod v situaci, kdy z\u00e1kazn\u00edk zvolil metodu na port\u00e1lu a port\u00e1l p\u0159edal br\u00e1n\u011b e-mail i metodu?<\/p>\n\n\n\n

Cesta byla pro z\u00e1kazn\u00edka o prvn\u00ed krok p\u016fvodn\u00edho pr\u016fchodu krat\u0161\u00ed. Ale i zde jsme zobrazovali str\u00e1nku s p\u0159edan\u00fdm e-mailem a zvolenou platebn\u00ed metodou.<\/p>\n\n\n\n

B. P\u016fvodn\u00ed pr\u016fchod mobiln\u00ed br\u00e1nou p\u0159i p\u0159ed\u00e1n\u00ed e-mailu i platebn\u00ed metody<\/strong><\/p>\n\n\n\n

\n
\"\"
Krok 1: Str\u00e1nka pro zad\u00e1n\u00ed e-mailu a potvrzen\u00ed metody<\/figcaption><\/figure>\n\n\n\n
\"\"
Krok 2: Str\u00e1nka s detailem platebn\u00ed metody<\/figcaption><\/figure>\n\n\n\n
\"\"<\/figure>\n<\/figure>\n\n\n\n

<\/p>\n\n\n\n

Del\u0161\u00ed \u010das, kter\u00fd u\u017eivatel\u00e9 tr\u00e1vili na mobiln\u00ed br\u00e1n\u011b i p\u0159\u00edm\u00fd feedback od obchodn\u00edk\u016f a jejich z\u00e1kazn\u00edk\u016f, pro n\u00e1s byly impulzem k prvn\u00edmu zlep\u0161ov\u00e1ku.<\/p>\n\n\n\n

Vylep\u0161en\u00ed \u010d. 1 – \u00daprava str\u00e1nky pro zad\u00e1n\u00ed e-mailu<\/h2>\n\n\n\n

Pozornost jsme up\u0159eli na str\u00e1nku pro zad\u00e1n\u00ed e-mailu a potvrzen\u00ed platebn\u00ed metody. N\u011bco na n\u00ed bylo nav\u00edc. Byl to select box se zvolenou platebn\u00ed metodou. <\/p>\n\n\n\n

Ve sc\u00e9n\u00e1\u0159i s nep\u0159edan\u00fdm e-mailem toti\u017e u\u017eivatel volil platebn\u00ed metodu na prvn\u00ed str\u00e1nce br\u00e1ny. A v situaci, kdy jsme e-mail i metodu p\u0159edal port\u00e1l, u\u017eivatel vybral metodu u\u017e v objedn\u00e1vce. V obou p\u0159\u00edpadech tak select box vystavoval z\u00e1kazn\u00edky duplicitn\u00ed volb\u011b.<\/p>\n\n\n\n

S t\u00edm jsme p\u0159i n\u00e1vrhu nov\u00e9 mobiln\u00ed br\u00e1ny po\u010d\u00edtali, ale p\u0159edpokl\u00e1dali jsme (i na z\u00e1klad\u011b u\u017eivatelsk\u00e9ho testov\u00e1n\u00ed), \u017ee zobrazen\u00edm zvolen\u00e9 platebn\u00ed metody u\u017eivatele ujist\u00edme o jejich volb\u011b a z\u00e1rove\u0148 jim nazna\u010d\u00edme dal\u0161\u00ed pr\u016fb\u011bh platby.<\/p>\n\n\n\n

Prvn\u00ed provozn\u00ed t\u00fddny ale uk\u00e1zaly, \u017ee u\u017eivatele tento prvek mate a proto jsme ho odstranili. Vznikla tak nov\u00e1 verze str\u00e1nky pro zad\u00e1n\u00ed e-mailu, kter\u00e1 u\u017eivatele duplicitn\u00ed volb\u011b u\u0161et\u0159ila. <\/p>\n\n\n\n

\n
\"\"
P\u016fvodn\u00ed str\u00e1nka pro zad\u00e1n\u00ed e-mailu a metody<\/figcaption><\/figure>\n\n\n\n
\"\"
Upraven\u00e1 str\u00e1nka pro zad\u00e1n\u00ed e-mailu<\/figcaption><\/figure>\n\n\n\n
\"\"<\/figure>\n<\/figure>\n\n\n\n

Vylep\u0161en\u00ed \u010d. 2 – Zkratka<\/h2>\n\n\n\n

Pro\u010d ale i takto upravenou str\u00e1nku d\u00e1vat do cesty z\u00e1kazn\u00edk\u016fm, kte\u0159\u00ed na br\u00e1nu p\u0159i\u0161li s p\u0159edan\u00fdm e-mailem od port\u00e1lu? Nezvy\u0161ujeme jim zbyte\u010dn\u011b po\u010det krok\u016f, kter\u00fdmi mus\u00ed na br\u00e1n\u011b proj\u00edt? A nesni\u017eujeme t\u00edm konverzi?<\/p>\n\n\n\n

S t\u011bmito ot\u00e1zkami jsme p\u0159ipravili funkcionalitu, kter\u00e9 jsme pracovn\u011b za\u010dali \u0159\u00edkat shortcut (=zkratka). Zkratka m\u011bla zajistit, aby se str\u00e1nka s e-mailem nezobrazovala v situac\u00edch, kdy br\u00e1na u\u017e e-mail zn\u00e1 (p\u0159edal j\u00ed ho port\u00e1l).<\/p>\n\n\n\n

Platebn\u00ed sc\u00e9n\u00e1\u0159e se zkratkou vypadaly n\u00e1sledovn\u011b:<\/p>\n\n\n\n

C. Zkratka  – Pr\u016fchod mobiln\u00ed br\u00e1nou p\u0159i nep\u0159ed\u00e1n\u00ed e-mailu i platebn\u00ed metody<\/strong><\/p>\n\n\n\n

\n
\"gopay
Krok 1: Rozcestn\u00edkov\u00e1 str\u00e1nka pro v\u00fdb\u011br platebn\u00ed metody<\/figcaption><\/figure>\n\n\n\n
\"\"
Krok 2: Upraven\u00e1 str\u00e1nka pro zad\u00e1n\u00ed e-mailu<\/figcaption><\/figure>\n\n\n\n
\"\"
Krok 3: Str\u00e1nka s detailem platebn\u00ed metody<\/figcaption><\/figure>\n<\/figure>\n\n\n\n

U\u017eivatel m\u00e1 v cest\u011b sice st\u00e1le t\u0159i kroky, ale oproti p\u016fvodn\u00ed variant\u011b nemus\u00ed v druh\u00e9m kroku znovu potvrzovat zvolenou platebn\u00ed metodu.<\/em><\/p>\n\n\n\n

D. Zkratka – Pr\u016fchod mobiln\u00ed br\u00e1nou p\u0159i p\u0159ed\u00e1n\u00ed e-mailu a nep\u0159ed\u00e1n\u00ed platebn\u00ed metody<\/strong><\/p>\n\n\n\n

\n
\"gopay
Krok 1: Rozcestn\u00edkov\u00e1 str\u00e1nka pro v\u00fdb\u011br platebn\u00ed metody<\/figcaption><\/figure>\n\n\n\n
\"\"
Krok 2: Str\u00e1nka s detailem platebn\u00ed metody<\/figcaption><\/figure>\n\n\n\n
\"\"<\/figure>\n<\/figure>\n\n\n\n

Do\u0161lo ke zkr\u00e1cen\u00ed o jeden krok, proto\u017ee e-mail z\u00e1kazn\u00edka br\u00e1na p\u0159evzala od port\u00e1lu.<\/em><\/p>\n\n\n\n

E. Zkratka – Pr\u016fchod mobiln\u00ed br\u00e1nou p\u0159i p\u0159ed\u00e1n\u00ed e-mailu i platebn\u00ed metody<\/strong><\/p>\n\n\n\n

\n
\"\"
Krok 1: Str\u00e1nka s detailem platebn\u00ed metody<\/figcaption><\/figure>\n\n\n\n
\"\"<\/figure>\n\n\n\n
\"\"<\/figure>\n<\/figure>\n\n\n\n

Oproti p\u016fvodn\u00edmu pr\u016fchodu ubyl jeden krok. U\u017eivatel je rovnou z port\u00e1lu sm\u011brov\u00e1n na str\u00e1nku s detailem platebn\u00ed metody.<\/em><\/p>\n\n\n\n

M\u00e9n\u011b \u010dasu, v\u00edce konverz\u00ed<\/h2>\n\n\n\n

P\u0159ed plo\u0161n\u00fdm nasazen\u00edm zkr\u00e1cen\u00e9 verze jsme formou A\/B testu m\u011b\u0159ili dopady.<\/p>\n\n\n\n

Testov\u00e1n\u00ed prob\u00edhalo formou hromadn\u00e9ho testu u 19 sp\u00ed\u0161e v\u011bt\u0161\u00edch port\u00e1l\u016f, kdy jsme za 38 dn\u00ed nasb\u00edrali data za v\u00edce ne\u017e 245 tis\u00edc n\u00e1v\u0161t\u011bv br\u00e1ny. Z\u00e1rove\u0148 s t\u00edm b\u011b\u017eel samostatn\u00fd A\/B test na port\u00e1lu Reknihy.cz<\/a> s v\u00edc ne\u017e tis\u00edcovkou testovan\u00fdch n\u00e1v\u0161t\u011bv.<\/p>\n\n\n\n

V obou p\u0159\u00edpadech zkratka p\u0159inesla zkr\u00e1cen\u00ed doby str\u00e1ven\u00e9 na br\u00e1n\u011b b\u011bhem placen\u00ed (u hromadn\u00e9ho testu o 10 vte\u0159in a na Reknihy.cz o 20 vte\u0159in).<\/p>\n\n\n\n

Z\u00e1rove\u0148 s t\u00edm m\u011bla varianta se zkratkou u hromadn\u00e9ho testu vy\u0161\u0161\u00ed konverzi o 0,5 % a na Reknihy.cz konverze testovan\u00e9 varianty povyrostla dokonce o 5,3 %.<\/p>\n\n\n\n

Oba testy uk\u00e1zaly, \u017ee zkratka sn\u00ed\u017eila \u010das str\u00e1ven\u00fd na br\u00e1n\u011b a z\u00e1rove\u0148 pozitivn\u011b (v p\u0159\u00edpad\u011b Reknihy.cz v\u00fdrazn\u011b) ovlivnila celkovou konverzi. <\/p>\n\n\n\n

Proto jsme zkratku plo\u0161n\u011b aktivovali v\u0161em obchodn\u00edk\u016fm, kte\u0159\u00ed v integraci p\u0159ed\u00e1vaj\u00ed e-mail i druh platebn\u00ed metody.
<\/p>\n\n\n

\n
\"\"
Tade\u00e1\u0161 Kula, zakladatel Reknihy<\/figcaption><\/figure>\n<\/div>\n\n\n
\n

D\u00edky zlep\u0161en\u00ed UX plateb p\u0159es mobily p\u0159ib\u00fdv\u00e1 a z\u00e1kazn\u00edci jsou s procesem platby spokojeni. Aktu\u00e1ln\u011b nem\u00e1 GoPay v platebn\u00ed br\u00e1n\u011b na mobilu konkurenci.<\/p>\n<\/blockquote>\n\n\n\n


Jak se k lep\u0161\u00edm konverz\u00edm plateb dostat?<\/h2>\n\n\n\n

Pokud to takto ned\u011bl\u00e1te, upravte si integraci. V objektu payer <\/em>p\u0159ed\u00e1vejte parametr allowed_payment_instruments<\/a> a v objektu contact <\/em>p\u0159ed\u00e1vejte validn\u00ed e-mail z\u00e1kazn\u00edka<\/a>.<\/p>\n\n\n\n

Pokud se rozhodnete p\u0159ed\u00e1vat pouze detail platebn\u00ed metody, bez e-mailu, budeme si muset e-mail vy\u017e\u00e1dat. V tom p\u0159\u00edpad\u011b se z\u00e1kazn\u00edkovi zobraz\u00ed krok s vypln\u011bn\u00edm e-mailu.<\/p>\n\n\n\n

Co chyst\u00e1me d\u00e1l?<\/h2>\n\n\n\n

Aktu\u00e1ln\u011b pracujeme na dal\u0161\u00ed zkratce. Jde o zjednodu\u0161en\u00ed kroku p\u0159i p\u0159ihl\u00e1\u0161en\u00ed k ulo\u017een\u00e9 kart\u011b. Pr\u00e1v\u011b testujeme, zda je lep\u0161\u00ed SMS s p\u0159ihla\u0161ovac\u00edmi \u00fadaji pos\u00edlat automaticky nebo a\u017e na vy\u017e\u00e1d\u00e1n\u00ed u\u017eivatele.<\/p>\n\n\n\n

Z\u00e1rove\u0148 m\u00e1me p\u0159ipraven\u00e9 \u0159e\u0161en\u00ed pro nahr\u00e1n\u00ed log na mobiln\u00ed br\u00e1nu a pro nastaven\u00ed dal\u0161\u00edch barevn\u00fdch sch\u00e9mat br\u00e1ny. <\/p>\n\n\n\n

M\u00e1te se na co t\u011b\u0161it.<\/p>\n","protected":false},"excerpt":{"rendered":"

Letos v \u010dervnu jsme spustili novou verzi mobiln\u00ed br\u00e1ny. V \u010dem se li\u0161\u00ed od sv\u00e9 star\u0161\u00ed sestry a jak\u00e9 novinky p\u0159in\u00e1\u0161\u00ed, si m\u016f\u017eete p\u0159e\u010d\u00edst v \u010dl\u00e1nku Seznamte se s novou mobiln\u00ed br\u00e1nou. Od spu\u0161t\u011bn\u00ed jsme stihli mobilku obohatit o p\u00e1r vylep\u0161en\u00ed. P\u0159ipravili jsme nap\u0159\u00edklad \u0159e\u0161en\u00ed, kter\u00e9 v\u00e1m pom\u016f\u017ee zv\u00fd\u0161it konverzi, tedy \u00fasp\u011b\u0161nost plateb, o n\u011bkolik\u010c\u00edst d\u00e1le<\/a><\/p>\n","protected":false},"author":8,"featured_media":6844,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[18],"tags":[],"coauthors":[13],"class_list":["post-6749","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-pripadove-studie-rozhovory-gopay"],"acf":[],"yoast_head":"\nJednoduch\u00fd tip, jak zv\u00fd\u0161it konverzi mobiln\u00edch plateb | 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\/jednoduchy-tip-jak-zvysit-konverzi-mobilnich-plateb\/\" \/>\n<meta property=\"og:locale\" content=\"cs_CZ\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Jednoduch\u00fd tip, jak zv\u00fd\u0161it konverzi mobiln\u00edch plateb | GoPay blog\" \/>\n<meta property=\"og:description\" content=\"Letos v \u010dervnu jsme spustili novou verzi mobiln\u00ed br\u00e1ny. V \u010dem se li\u0161\u00ed od sv\u00e9 star\u0161\u00ed sestry a jak\u00e9 novinky p\u0159in\u00e1\u0161\u00ed, si m\u016f\u017eete p\u0159e\u010d\u00edst v \u010dl\u00e1nku Seznamte se s novou mobiln\u00ed br\u00e1nou. Od spu\u0161t\u011bn\u00ed jsme stihli mobilku obohatit o p\u00e1r vylep\u0161en\u00ed. P\u0159ipravili jsme nap\u0159\u00edklad \u0159e\u0161en\u00ed, kter\u00e9 v\u00e1m pom\u016f\u017ee zv\u00fd\u0161it konverzi, tedy \u00fasp\u011b\u0161nost plateb, o n\u011bkolik\u010c\u00edst d\u00e1le\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.gopay.com\/blog\/jednoduchy-tip-jak-zvysit-konverzi-mobilnich-plateb\/\" \/>\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=\"2020-11-26T08:02:30+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2023-08-30T11:58:36+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.gopay.com\/blog\/wp-content\/uploads\/2020\/11\/detail-gopay-retina-01.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"2010\" \/>\n\t<meta property=\"og:image:height\" content=\"790\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" 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