{"id":14072,"date":"2019-02-22T15:18:04","date_gmt":"2019-02-22T13:18:04","guid":{"rendered":"https:\/\/www.dase-analytics.com\/blog\/?p=14072"},"modified":"2019-02-22T16:41:16","modified_gmt":"2019-02-22T14:41:16","slug":"case-study-meranie-formulara-pre-union","status":"publish","type":"post","link":"https:\/\/www.dase-analytics.com\/blog\/sk\/case-study-meranie-formulara-pre-union\/","title":{"rendered":"Case study: Meranie formul\u00e1ra pre Union"},"content":{"rendered":"

Klient<\/span><\/h2>\n

Union pois\u0165ov\u0148a, a. s.<\/span><\/p>\n

Typ projektu<\/span><\/h2>\n

Funnel\/One Page Site\/Ajax<\/span><\/p>\n

O klientovi<\/span><\/h2>\n

Union pois\u0165ov\u0148a, a.s. je ved\u00facou pois\u0165ov\u0148ou v oblasti cestovn\u00e9ho poistenia, ako aj priekopn\u00edkom v oblasti individu\u00e1lneho zdravotn\u00e9ho poistenia. M\u00e1 siln\u00e9 postavenie vo vybran\u00fdch segmentoch ne\u017eivotn\u00e9ho poistenia, ako aj rast\u00faci kme\u0148 \u017eivotn\u00e9ho a individu\u00e1lneho zdravotn\u00e9ho poistenia. V spolupr\u00e1ci so sesterskou spolo\u010dnos\u0165ou Union zdravotn\u00e1 pois\u0165ov\u0148a, a. s., pon\u00faka Union pois\u0165ov\u0148a, a.s. na trhu komplexn\u00e9 rie\u0161enia v oblasti zabezpe\u010denia starostlivosti o zdravie.<\/span><\/p>\n

\"\"<\/p>\n

Probl\u00e9m<\/span><\/h2>\n

Jednotliv\u00e9 kroky objedn\u00e1vkov\u00e9ho formul\u00e1ra pre uzatvorenie kr\u00e1tkodob\u00e9ho cestovn\u00e9ho poistenia v Unione s\u00fa vytvoren\u00e9 ako jednostr\u00e1nkov\u00fd web v AJAXe. T\u00fdm p\u00e1dom sa nemen\u00ed URL adresa a Google Tag Manager sa na\u010d\u00edta iba prv\u00fdkr\u00e1t, ke\u010f pou\u017e\u00edvate\u013e vst\u00fapi na webov\u00fa str\u00e1nku. Po\u010das celej cesty lievikom ost\u00e1va adresa nezmenen\u00e1:<\/span> https:\/\/www.union.sk\/cestovne-poistenie-online\/<\/span><\/a>.<\/span><\/p>\n

Menia sa len parametre, ktor\u00e9 v\u0161ak nemaj\u00fa v\u00fdpovedn\u00fa hodnotu pre Google Analytics. Z tohto d\u00f4vodu nebolo mo\u017en\u00e9 sledova\u0165 ciele a cel\u00fd lievik v Google Analytics.<\/span><\/p>\n

\u010eal\u0161\u00edm probl\u00e9mom bola aj segment\u00e1cia d\u00e1t. Nebolo mo\u017en\u00e9 pozrie\u0165 si konkr\u00e9tne d\u00e1ta samostatne pre ka\u017ed\u00fd krok.<\/span><\/p>\n

\u00davodn\u00e1 str\u00e1nka:<\/span><\/p>\n

\"\"<\/p>\n

V\u00fdber d\u00e1tumu:<\/span><\/p>\n

\"\"<\/p>\n

Ot\u00e1zka<\/strong><\/p>\n

Ako odmera\u0165 Ajax str\u00e1nku tak, aby sme z\u00edskali relevantn\u00e9 d\u00e1ta a zjednodu\u0161ili n\u00e1sledn\u00fa anal\u00fdzu?<\/span><\/p>\n

Rie\u0161enie <\/span><\/h2>\n

Implement\u00e1cia Virtu\u00e1lnych zobrazen\u00ed str\u00e1nok (Virtual Pageviews) prostredn\u00edctvom dataLayeru<\/span><\/p>\n

Proces<\/span><\/h2>\n

Navrhli sme \u0161trukt\u00faru, ako maj\u00fa virtu\u00e1lne str\u00e1nky vyzera\u0165 a pripravili sme implementa\u010dn\u00fd dokument pre webov\u00fdch v\u00fdvoj\u00e1rov.<\/span><\/p>\n

Pr\u00edklad, ako m\u00f4\u017ee vyzera\u0165 dataLayer pri prekliknut\u00ed sa na krok 1.<\/span><\/p>\n\n\n\n
onclick=“dataLayer.push({<\/span><\/p>\n

‚virtualPagePath‘: ‚\/virtual-pageview-url\/step-1\/‘,<\/span><\/p>\n

‚virtualPageTitle‘: ‚Popis, ktor\u00fd sa zvy\u010dajne nach\u00e1dza v <Title><\/Title>‘,<\/span><\/p>\n

‚event‘: ‚virtualPageview‘});“<\/span><\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n

Virtu\u00e1lne str\u00e1nky odosielame do Google Analytics prostredn\u00edctvom Google Tag Managera, kde ich z\u00edskavame z dataLayera.<\/span><\/p>\n

N\u00e1sledne sme v Google Analytics vytvorili Cie\u013e a \u0161pecifikovali jednotliv\u00e9 kroky formul\u00e1ra (Funnel).<\/span><\/p>\n

Pr\u00ednos pre klienta<\/span><\/h2>\n

Klient si m\u00f4\u017ee filtrova\u0165 a segmentova\u0165 d\u00e1ta pod\u013ea jednotliv\u00fdch krokov formul\u00e1ra. Z\u00e1rove\u0148 vid\u00edme, ako sa pou\u017e\u00edvatelia spr\u00e1vaj\u00fa po\u010das vyp\u013a\u0148ania formul\u00e1ra a v ktor\u00fdch krokoch odch\u00e1dzaj\u00fa. Takto vieme ur\u010di\u0165 tzv. <\/span>\u201e<\/span>Bottlenecks\u201d a pracova\u0165 na ich vylep\u0161en\u00ed a spriechodnen\u00ed. To m\u00e1 za n\u00e1sledok vy\u0161\u0161iu konverzn\u00fa mieru dan\u00e9ho formul\u00e1ra.<\/span><\/p>\n

\u0160trukt\u00fara lievika, ktor\u00fa sme pripravili a nasadili, vyzer\u00e1 nasledovne:<\/span><\/p>\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n
Krok<\/span><\/td>\nWebov\u00e1 adresa<\/span><\/td>\n<\/tr>\n
\u0160tart poistenia<\/span><\/td>\n\/web\/ikcp\/start<\/span><\/td>\n<\/tr>\n
V\u00fdber d\u00e1tumu<\/span><\/td>\n\/web\/ikcp\/krok-2_datumy<\/span><\/td>\n<\/tr>\n
Osoby<\/span><\/td>\n\/web\/ikcp\/krok-3_osoby<\/span><\/td>\n<\/tr>\n
Poistenia<\/span><\/td>\n\/web\/ikcp\/krok-4_poistenie<\/span><\/td>\n<\/tr>\n
Pripoistenie<\/span><\/td>\n\/web\/ikcp\/krok-5_prisposobenie<\/span><\/td>\n<\/tr>\n
Z\u013eavy<\/span><\/td>\n\/web\/ikcp\/krok-6_zlavy<\/span><\/td>\n<\/tr>\n
Osobn\u00e9 \u00fadaje<\/span><\/td>\n\/web\/ikcp\/krok-7_osobne-udaje<\/span><\/td>\n<\/tr>\n
Zhrnutie<\/span><\/td>\n\/web\/ikcp\/krok-8_zhrnutie<\/span><\/td>\n<\/tr>\n
Platba<\/span><\/td>\n\/web\/ikcp\/krok-9_platba<\/span><\/td>\n<\/tr>\n
Platobn\u00e1 br\u00e1na<\/span><\/td>\n\/web\/ikcp\/platobna-brana<\/span><\/td>\n<\/tr>\n
\u010eakovn\u00e1 str\u00e1nka (Cie\u013e)<\/span><\/td>\n\/web\/ikcp\/final.jsp<\/span><\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n

 <\/p>\n","protected":false},"excerpt":{"rendered":"

Klient Union pois\u0165ov\u0148a, a. s. Typ projektu Funnel\/One Page Site\/Ajax O klientovi Union pois\u0165ov\u0148a, a.s. je ved\u00facou pois\u0165ov\u0148ou…<\/p>\n","protected":false},"author":68,"featured_media":14076,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[340],"tags":[],"_links":{"self":[{"href":"https:\/\/www.dase-analytics.com\/blog\/sk\/wp-json\/wp\/v2\/posts\/14072"}],"collection":[{"href":"https:\/\/www.dase-analytics.com\/blog\/sk\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.dase-analytics.com\/blog\/sk\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.dase-analytics.com\/blog\/sk\/wp-json\/wp\/v2\/users\/68"}],"replies":[{"embeddable":true,"href":"https:\/\/www.dase-analytics.com\/blog\/sk\/wp-json\/wp\/v2\/comments?post=14072"}],"version-history":[{"count":2,"href":"https:\/\/www.dase-analytics.com\/blog\/sk\/wp-json\/wp\/v2\/posts\/14072\/revisions"}],"predecessor-version":[{"id":14078,"href":"https:\/\/www.dase-analytics.com\/blog\/sk\/wp-json\/wp\/v2\/posts\/14072\/revisions\/14078"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.dase-analytics.com\/blog\/sk\/wp-json\/wp\/v2\/media\/14076"}],"wp:attachment":[{"href":"https:\/\/www.dase-analytics.com\/blog\/sk\/wp-json\/wp\/v2\/media?parent=14072"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.dase-analytics.com\/blog\/sk\/wp-json\/wp\/v2\/categories?post=14072"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.dase-analytics.com\/blog\/sk\/wp-json\/wp\/v2\/tags?post=14072"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}