{"id":19248,"date":"2023-03-22T16:52:05","date_gmt":"2023-03-22T14:52:05","guid":{"rendered":"https:\/\/www.dase-analytics.com\/blog\/?p=19248\/"},"modified":"2023-03-27T07:15:14","modified_gmt":"2023-03-27T05:15:14","slug":"ako-funguje-ab-testovanie","status":"publish","type":"post","link":"https:\/\/www.dase-analytics.com\/blog\/sk\/ako-funguje-ab-testovanie\/","title":{"rendered":"Ako funguje A\/B testovanie?"},"content":{"rendered":"

Tvorba a optimaliz\u00e1cia efekt\u00edvnej data-driven web str\u00e1nky si vy\u017eaduje dosiahnutie rovnov\u00e1hy medzi umen\u00edm a vedou 🧑‍🔬.<\/strong><\/p>\n

Je super, ak vlastn\u00edte e-shop, ktor\u00fd m\u00e1 kr\u00e1sny dizajn na mieru. Ak v\u0161ak v\u00e1\u0161 web po\u010das n\u00e1kupn\u00e9ho procesu n\u00e1v\u0161tevn\u00edka frustruje, odch\u00e1dza. Mo\u017eno nakoniec nak\u00fapi na webe, ktor\u00fd nie je tak pekn\u00fd, ale je funk\u010dn\u00fd.<\/strong><\/p>\n

Na povrchu sa funk\u010dn\u00e1 a pekn\u00e1 web str\u00e1nka pre v\u00e4\u010d\u0161inu z n\u00e1s jav\u00ed, ako pr\u00e1ca \u0161ikovn\u00e9ho dizajn\u00e9ra. Je to v\u0161ak s\u00fahra<\/strong> developerov a analytikov, so \u0161pecifick\u00fdm zameran\u00edm na CRO.<\/p>\n

CRO<\/strong> je anglick\u00e1 skratka pre Conversion rate optimization. V preklade proces zvy\u0161ovania percenta konverzi\u00ed na webe, alebo v mobilnej aplik\u00e1cii<\/a>.<\/p>\n

Najsk\u00f4r potrebujeme \u010dist\u00e9 a spo\u013eahliv\u00e9 d\u00e1ta<\/strong><\/h2>\n

Ako v\u017edy. \u00dapln\u00fd z\u00e1klad je ma\u0165 spr\u00e1vne nastaven\u00fa analytiku<\/strong>. Aby ste sa mohli spo\u013eahn\u00fa\u0165 na va\u0161e d\u00e1ta.
\nVe\u013emi radi v\u00e1m pom\u00f4\u017eeme nastavi\u0165 GA4 z\u00e1klad pod\u013ea na\u0161ich \u0161tandardov<\/a>.<\/p>\n

Ak m\u00e1te e-shop, nevyhnutn\u00fdm krokom<\/strong> je nasadenie enhanced ecommerce meran\u00ed<\/a>. V\u010faka d\u00e1tam zist\u00edte, v ktorom kroku \u201codpad\u00e1va<\/strong>\u201d najviac u\u017e\u00edvate\u013eov.<\/p>\n

Ve\u013emi z\u00e1kladn\u00fd report v GA4 m\u00f4\u017ee vyzera\u0165 aj takto<\/strong>:<\/p>\n

\"Ako<\/a><\/p>\n

Teraz u\u017e vid\u00edte, \u017ee pri prechode do druh\u00e9ho kroku \u201codpadlo\u201d takmer 75% u\u017e\u00edvate\u013eov<\/strong>. Tu prich\u00e1dza na rad n\u00e1stroj Microsoft Clarity<\/a>.<\/p>\n

Pon\u00faka nev\u00eddan\u00fd poh\u013ead na va\u0161e d\u00e1ta. Re\u00e1lne toti\u017e uvid\u00edte, ako u\u017e\u00edvate\u013e na str\u00e1nke pohybuje kurzorom my\u0161i a kam klik\u00e1. V\u010faka \u0161peci\u00e1lnym frustra\u010dn\u00fdm metrik\u00e1m tie\u017e zist\u00edte mieru jeho frustr\u00e1cie<\/a> v n\u00e1kupnom funneli ako napr\u00edklad dead clicks.<\/strong> Ide o kliknutia na pr\u00e1zdne miesto na str\u00e1nke, alebo kliknutia na prvok. Pou\u017e\u00edvate\u013e si asi mysl\u00ed, \u017ee je prvok tla\u010didlom, ale v skuto\u010dnosti n\u00edm nie je.<\/p>\n

Mo\u017eno na va\u0161om webe odhal\u00edte viacero ch\u00fdb, o ktor\u00fdch ste predt\u00fdm nevedeli. Ich opravou by sa mala n\u00e1sledne miera konverzi\u00ed zv\u00fd\u0161i\u0165.<\/p>\n

👀 V DASE v\u00e1m vieme nastavi\u0165 dokonca a\u017e desa\u0165 krokov\u00fd funnel<\/strong>. Ten v\u00e1m poskytne super detailn\u00fd poh\u013ead, na spr\u00e1vanie u\u017e\u00edvate\u013eov.<\/p>\n

\u010co je to A\/B Testovanie?<\/strong><\/h2>\n

Je to experiment\u00e1lny proces<\/strong>, pri ktorom sa r\u00f4znym segmentom n\u00e1v\u0161tevn\u00edkov v\u00e1\u0161ho webu zobrazuj\u00fa dve, alebo aj viac verzi\u00ed konkr\u00e9tnej str\u00e1nky, tla\u010didiel, alebo r\u00f4znych in\u00fdch prvkov na webe.<\/p>\n

Hlavn\u00fdm cie\u013eom<\/strong> je zisti\u0165, ktor\u00fd experiment m\u00e1 pozit\u00edvny vplyv na n\u00e1kup produktu, alebo in\u00fa d\u00f4le\u017eit\u00fa metriku pre v\u00e1\u0161 biznis<\/a>.<\/p>\n

Ak sa pozrieme na obr\u00e1zok ni\u017e\u0161ie, tak verzia B (Option B) m\u00e1 v\u00e4\u010d\u0161iu \u0161ancu, \u017ee si n\u00e1v\u0161tevn\u00edk prid\u00e1 tovar do ko\u0161\u00edka.<\/p>\n

 <\/p>\n

\"Ako<\/a><\/p>\n

Ako testovanie funguje?<\/strong><\/h2>\n

Pre A\/B testovanie existuj\u00fa r\u00f4zne n\u00e1stroje. Ve\u013emi zn\u00e1my z rodiny Google je Optimize<\/a>. Je zadarmo a preto je na \u00favod skvel\u00fdm rie\u0161en\u00edm.<\/p>\n

Google sa s\u00edce rozhodol, \u017ee jeho v\u00fdvoj ukon\u010d\u00ed 30. Septembra 2023, ale pris\u013e\u00fabil mo\u017en\u00fa integr\u00e1ciu<\/strong> do rozhrania Google Analytics 4. Sme zvedav\u00ed.<\/p>\n

U\u017e teraz v\u0161ak existuje mno\u017estvo alternat\u00edvnych n\u00e1strojov<\/strong>, ak sa chcete skuto\u010dne A\/B testovaniu venova\u0165. Odpor\u00fa\u010dam toto porovn\u00e1vacie video<\/a> – k dispoz\u00edcii s\u00fa aj SK titulky.<\/p>\n

Najv\u00e4\u010d\u0161ou v\u00fdhodou<\/strong> t\u00fdchto n\u00e1strojov je, \u017ee v\u0161etky zmeny sa vykon\u00e1vaj\u00fa priamo v rozhran\u00ed n\u00e1stroja.
\nNie je preto potrebn\u00fd z\u00e1sah developera do k\u00f3du str\u00e1nky. Ak v\u0161ak test sp\u00fa\u0161tate, z\u00edde sa v\u00e1m z\u00e1kladn\u00e1 znalos\u0165 jazykov HTML a CSS. Nie je v\u0161ak nevyhnutn\u00e1.<\/p>\n

Neexistuje konkr\u00e9tny n\u00e1vod<\/strong><\/h2>\n

Od poradia prvkov, grafiky, a\u017e po farbu CTA prkov (tla\u010didl\u00e1). V\u0161etko m\u00f4\u017ee ma\u0165 vplyv na konverzie a frustr\u00e1ciu u\u017e\u00edvate\u013eov. Pr\u00e1ve kv\u00f4li nekone\u010dn\u00fdm mo\u017enostiam je \u0165a\u017ek\u00e9 zisti\u0165<\/strong>, kde s testovan\u00edm za\u010da\u0165 🤔.<\/p>\n

Existuje mno\u017estvo case-studies<\/strong>, ktor\u00e9 v\u00e1m m\u00f4\u017eu pom\u00f4c\u0165 sa in\u0161pirova\u0165.
\nNa str\u00e1nke Optimizely<\/a>, s ktorou Google ned\u00e1vno uzavrel partnerstvo<\/a> n\u00e1jdete mno\u017estvo pr\u00edkladov. M\u00f4\u017eete op\u00e4\u0165 vyu\u017ei\u0165 automatick\u00fd preklad textu cez Chrome.<\/p>\n

Nezabudnite na GDPR<\/strong><\/h2>\n

Aby ste sa vyhli komplik\u00e1ci\u00e1m, implement\u00e1cia n\u00e1strojov ur\u010den\u00fdch na A\/B testovanie mus\u00ed by\u0165 v s\u00falade s GDPR. Spr\u00e1vne nastavenie cookiebanera<\/a> je preto nevyhnutn\u00e9. Z\u00e1kazn\u00edk v\u00e1m najsk\u00f4r mus\u00ed da\u0165 s\u00fahlas (consent) na zber analytick\u00fdch d\u00e1t, a\u017e potom m\u00f4\u017eete n\u00e1stroj spusti\u0165 a testova\u0165.<\/p>\n

Samotn\u00e9 n\u00e1stroje sp\u013a\u0148aj\u00fa nariadenia E\u00da.<\/p>\n

P\u00e1r slov na z\u00e1ver<\/strong><\/h2>\n

Vy\u0165a\u017ei\u0165 z A\/B testovania maximum si vy\u017eaduje ur\u010dit\u00fa d\u00e1vku zru\u010dnost\u00ed a najm\u00e4 mno\u017estvo drahocenn\u00e9ho \u010dasu. My v DASE m\u00e1me v\u0161etky potrebn\u00e9 sk\u00fasenosti s implement\u00e1ciou, nastaven\u00edm testov a vyhodnocovan\u00edm.<\/p>\n

Nechajte si na za\u010diatok vypracova\u0165 analytick\u00fd audit. Je mo\u017en\u00e9, \u017ee pr\u00e1ve va\u0161e GTM-ko a GA4-ka bud\u00fa bezchybn\u00e9 a v\u0161etci DASE\u00e1ci na ne bud\u00fa vzhliada\u0165 ako na sv\u00e4t\u00fd gr\u00e1l webovej analytiky. Ak to tak bude, vr\u00e1time v\u00e1m peniaze.<\/p>\n","protected":false},"excerpt":{"rendered":"

Tvorba a optimaliz\u00e1cia efekt\u00edvnej data-driven web str\u00e1nky si vy\u017eaduje dosiahnutie rovnov\u00e1hy medzi umen\u00edm a vedou 🧑‍🔬. Je super,…<\/p>\n","protected":false},"author":77,"featured_media":19251,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[640,637],"tags":[881,880],"_links":{"self":[{"href":"https:\/\/www.dase-analytics.com\/blog\/sk\/wp-json\/wp\/v2\/posts\/19248"}],"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\/77"}],"replies":[{"embeddable":true,"href":"https:\/\/www.dase-analytics.com\/blog\/sk\/wp-json\/wp\/v2\/comments?post=19248"}],"version-history":[{"count":9,"href":"https:\/\/www.dase-analytics.com\/blog\/sk\/wp-json\/wp\/v2\/posts\/19248\/revisions"}],"predecessor-version":[{"id":19261,"href":"https:\/\/www.dase-analytics.com\/blog\/sk\/wp-json\/wp\/v2\/posts\/19248\/revisions\/19261"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.dase-analytics.com\/blog\/sk\/wp-json\/wp\/v2\/media\/19251"}],"wp:attachment":[{"href":"https:\/\/www.dase-analytics.com\/blog\/sk\/wp-json\/wp\/v2\/media?parent=19248"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.dase-analytics.com\/blog\/sk\/wp-json\/wp\/v2\/categories?post=19248"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.dase-analytics.com\/blog\/sk\/wp-json\/wp\/v2\/tags?post=19248"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}