{"id":19358,"date":"2023-06-19T10:41:46","date_gmt":"2023-06-19T08:41:46","guid":{"rendered":"https:\/\/www.dase-analytics.com\/blog\/?p=19358\/"},"modified":"2023-06-19T10:41:46","modified_gmt":"2023-06-19T08:41:46","slug":"uvod-do-optimalizacie-konverzii-cro","status":"publish","type":"post","link":"https:\/\/www.dase-analytics.com\/blog\/sk\/uvod-do-optimalizacie-konverzii-cro\/","title":{"rendered":"\u00davod do optimaliz\u00e1cie konverzi\u00ed – CRO"},"content":{"rendered":"

Ke\u010f sk\u00fa\u0161ame nie\u010do nov\u00e9, v\u00e4\u010d\u0161inou googlime osved\u010den\u00e9 postupy a super-r\u00fdchle hacky. Ak v\u0161ak naozaj chcete zv\u00fd\u0161i\u0165 mieru konverzi\u00ed v\u00e1\u0161ho webu, mus\u00edte porozumie\u0165 va\u0161im n\u00e1v\u0161tevn\u00edkom a poskytn\u00fa\u0165 im to, \u010do naozaj potrebuj\u00fa.\u00a0<\/strong><\/p>\n

V \u010dl\u00e1nku o A\/B testovan\u00ed<\/a> sme spomenuli term\u00edn CRO a v tomto si povieme, ako sa na CRO – Conversion Rate Optimization spr\u00e1vne pozera\u0165. Kde za\u010da\u0165, ako postupova\u0165 a \u010do o\u010dak\u00e1va\u0165.<\/span><\/p>\n

\u010co s\u00fa to konverzie<\/b><\/h2>\n

Od be\u017en\u00fdch udalost\u00ed (events) sa odli\u0161uj\u00fa t\u00fdm, \u017ee maj\u00fa pre n\u00e1\u0161 biznis ur\u010dit\u00fa hodnotu.<\/strong><\/span><\/p>\n

Medzi <\/span>v\u0161eobecn\u00e9 konverzie<\/b> patr\u00ed napr\u00edklad vykonanie n\u00e1kupu – event purchase<\/em> pri e-commerce meraniach.\u00a0 <\/span>
\n<\/span>
\n<\/span>Konverzie ale nemusia by\u0165 iba n\u00e1kupn\u00e9ho charakteru. Existuj\u00fa aj <\/span>biznis \u0161pecifick\u00e9 konverzie – <\/b>napr\u00edklad odoslanie kontaktn\u00e9ho formul\u00e1ra, alebo aktiv\u00e1cia sk\u00fa\u0161obn\u00e9ho \u010dlenstva.<\/span><\/p>\n

Spr\u00e1vny poh\u013ead na CRO<\/b><\/h2>\n

Zameranie sa na posledn\u00fa najd\u00f4le\u017eitej\u0161iu akciu – konverziu, je samozrejme <\/span>d\u00f4le\u017eit\u00e9<\/b>. Ke\u010f pracujeme na zv\u00fd\u0161en\u00ed po\u010dtu konverzi\u00ed, nie ka\u017ed\u00fd probl\u00e9m je <\/span>kvantifikovate\u013en\u00fd<\/b> – podlo\u017een\u00fd \u010d\u00edslami.<\/span><\/p>\n

Niekedy zjavn\u00e1 chyba v n\u00e1kupnom ko\u0161\u00edku blokuje v\u00e4\u010d\u0161inu va\u0161ich pou\u017e\u00edvate\u013eov a jej oprava m\u00f4\u017ee \u201czachr\u00e1ni\u0165\u201d v\u00e1\u0161 biznis. <\/span>Inokedy v\u00e1\u0161 web funguje dokonale, no \u013eudia st\u00e1le nekonvertuj\u00fa. V tomto pr\u00edpade mus\u00edte \u00eds\u0165 do h\u013abky, aby ste pochopili pre\u010do. <\/span>
\n<\/span>
\n<\/span>Chce to trpezlivos\u0165<\/b> 🧘. My v DASE dosahujeme najlep\u0161ie v\u00fdsledky pri dlhodob\u00fdch spolupr\u00e1cach.\u00a0 CRO je skvel\u00fd d\u00f4vod, pre\u010do by ste mali do analytiky investova\u0165 pravidelne<\/b>.<\/span><\/p>\n

Best practice rad\u0161ej nie!<\/b><\/h2>\n

Vo svete digit\u00e1lneho marketingu je osved\u010den\u00fd postup pre CRO \u010dasto ospevovan\u00fd. Slep\u00e9 uplat\u0148ovanie osved\u010den\u00fdch postupov zo sk\u00fasenost\u00ed <\/span>neodpor\u00fa\u010dame<\/b>. Ka\u017ed\u00fd biznis je toti\u017e \u0161pecifick\u00fd. <\/span>Ak v\u00e1m z\u00e1le\u017e\u00ed na va\u0161om biznise, analyzujte a nebojte sa zmien. <\/span><\/p>\n

Pr\u00edklady \u201cbest practice\u201d postupov:<\/strong><\/h3>\n
    \n
  1. Pre v\u0161etky tla\u010didl\u00e1 CTA (v\u00fdzva na akciu) pou\u017eite v\u00fdrazn\u00fa \u2192 zelen\u00fa farbu.<\/span><\/li>\n
  2. Pou\u017eite \u201cnaliehavos\u0165\u201d – tla\u010dte na z\u00e1kazn\u00edka \u010dasovo obmedzen\u00fdmi ponukami pre zv\u00fd\u0161enie predaja.<\/span><\/li>\n
  3. Vo formul\u00e1roch pou\u017e\u00edvajte menej pol\u00ed na vypl\u0148ovanie.<\/span><\/li>\n<\/ol>\n

    <\/b>
    \n<\/b>U\u017e d\u00e1vno nie je iba o nasaden\u00ed Google Analytics 4. <\/span>\u0160tandardom sa r\u00fdchlo st\u00e1va implement\u00e1cia <\/span>Server-side<\/b> GTM – Tu je <\/span>    9 d\u00f4vodov, pre\u010do ma\u0165 Server-Side u\u017e dnes!<\/span><\/a>
    \n<\/span>
    \n<\/span>Ak u\u017e m\u00e1te z\u00e1klad implementovan\u00fd, postupne m\u00f4\u017eete za\u010da\u0165 s CRO, nezab\u00fadajte v\u0161ak aj na optimaliz\u00e1ciu r\u00fdchlosti na\u010d\u00edtania webu<\/strong> 👀 (WSO \/ PSO – o nej si povieme v \u010fal\u0161\u00edch \u010dl\u00e1nkoch).<\/span><\/p>\n

    N\u00e1vod ako za\u010da\u0165 – v \u0161tyroch krokoch <\/b>\u00a0<\/span><\/h2>\n
      \n
    1. Vypo\u010dujte si, <\/span>\u010do hovoria<\/b> va\u0161i n\u00e1v\u0161tevn\u00edci a zamestnanci o va\u0161om webe. Pon\u00faknite z\u013eavov\u00fd kup\u00f3n za vyplnenie dotazn\u00edka na va\u0161om webe.\n

      <\/span><\/li>\n

    2. Spravte si <\/span>prieskum <\/b>na soci\u00e1lnych sie\u0165ach – \u010do by n\u00e1v\u0161tevn\u00edci a najm\u00e4 pravideln\u00ed nakupuj\u00faci uv\u00edtali.<\/span>
      \n<\/span>
      \n<\/span><\/li>\n
    3. Sledujte <\/span>zadarmo<\/b>, ako \u013eudia re\u00e1lne pou\u017e\u00edvaj\u00fa v\u00e1\u0161 web – <\/span>pou\u017eite n\u00e1stroj Microsoft Clarity<\/span><\/a>. Nahr\u00e1vky, frustra\u010dn\u00e9 metriky a heatmapy v\u00e1m poskytn\u00fa re\u00e1lny poh\u013ead na va\u0161e d\u00e1ta.<\/span>
      \n<\/span>
      \n<\/span><\/b><\/li>\n
    4. Pou\u017e\u00edvajte funnely<\/b> – v Google Analytics 4 m\u00e1te k dispoz\u00edcii trackova\u0165 a\u017e 14 udalost\u00ed<\/strong> (events), zameran\u00fdch na internetov\u00fd obchod.
      \n<\/span><\/li>\n<\/ol>\n

       <\/p>\n

      Ni\u017e\u0161ie na obr\u00e1zku m\u00f4\u017eete vidie\u0165 funnel z piatich k\u013e\u00fa\u010dov\u00fdch eventov v n\u00e1stroji Looker Studio:<\/span><\/p>\n

      \"uvod<\/span>
      \n<\/span>V\u0161etky kroky si d\u00f4kladne zdokumentujte, aby ste sa vyhli bud\u00facim nezrovnalostiam. My v DASE napr\u00edklad pou\u017e\u00edvame n\u00e1stroj <\/span>      CODA.<\/span><\/a><\/p>\n

      Je ve\u013emi d\u00f4le\u017eit\u00e9 si uvedomi\u0165<\/b><\/h2>\n

      Nastavenie meran\u00ed na mieru a proces optimaliz\u00e1cie konverzn\u00e9ho pomeru je zlo\u017eit\u00fd a dlhodob\u00fd proces. Nezabudnite na to, \u017ee ka\u017ed\u00fd biznis je jedine\u010dn\u00fd a mus\u00edte mu prisp\u00f4sobi\u0165 aj svoje online p\u00f4sobenie. Tak\u017ee d\u00f4kladne analyzujte, lebo bez dobrej analytiky je ka\u017ed\u00e1 zmena iba v\u00fdstrel do tmy.<\/span><\/p>\n

      A ak by ste n\u00e1hodou potrebovali pom\u00f4c\u0165, sme tu samozrejme pre v\u00e1s.<\/a> 😅<\/p>\n","protected":false},"excerpt":{"rendered":"

      Ke\u010f sk\u00fa\u0161ame nie\u010do nov\u00e9, v\u00e4\u010d\u0161inou googlime osved\u010den\u00e9 postupy a super-r\u00fdchle hacky. Ak v\u0161ak naozaj chcete zv\u00fd\u0161i\u0165 mieru konverzi\u00ed…<\/p>\n","protected":false},"author":77,"featured_media":19361,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[640,637],"tags":[895,896,794,897,898],"_links":{"self":[{"href":"https:\/\/www.dase-analytics.com\/blog\/sk\/wp-json\/wp\/v2\/posts\/19358"}],"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=19358"}],"version-history":[{"count":7,"href":"https:\/\/www.dase-analytics.com\/blog\/sk\/wp-json\/wp\/v2\/posts\/19358\/revisions"}],"predecessor-version":[{"id":19367,"href":"https:\/\/www.dase-analytics.com\/blog\/sk\/wp-json\/wp\/v2\/posts\/19358\/revisions\/19367"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.dase-analytics.com\/blog\/sk\/wp-json\/wp\/v2\/media\/19361"}],"wp:attachment":[{"href":"https:\/\/www.dase-analytics.com\/blog\/sk\/wp-json\/wp\/v2\/media?parent=19358"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.dase-analytics.com\/blog\/sk\/wp-json\/wp\/v2\/categories?post=19358"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.dase-analytics.com\/blog\/sk\/wp-json\/wp\/v2\/tags?post=19358"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}