{"id":19982,"date":"2026-04-24T11:04:17","date_gmt":"2026-04-24T09:04:17","guid":{"rendered":"https:\/\/www.dase-analytics.com\/blog\/?p=19982\/"},"modified":"2026-04-24T11:03:20","modified_gmt":"2026-04-24T09:03:20","slug":"case-study-meranie-uspesnosti-clankov-u-zse","status":"publish","type":"post","link":"https:\/\/www.dase-analytics.com\/blog\/sk\/case-study-meranie-uspesnosti-clankov-u-zse\/","title":{"rendered":"Case-study: Meranie \u00faspe\u0161nosti \u010dl\u00e1nkov u ZSE"},"content":{"rendered":"

S\u00fa\u010das\u0165ou digit\u00e1lnej marketingovej strat\u00e9gie je u ve\u013ea firiem tvorba blogu a p\u00edsanie \u010dl\u00e1nkov. Nie je tomu inak ani u n\u00e1\u0161ho klienta ZSE.<\/strong><\/p>\n

Ich blog m\u00e1 za cie\u013e prin\u00e1\u0161a\u0165 \u010ditate\u013eovi plnohodnotn\u00e9 inform\u00e1cie, ktor\u00e9 h\u013ead\u00e1 tak, aby mu dali pridan\u00fa hodnotu.<\/span><\/p>\n

Blog pom\u00e1ha profilova\u0165 zna\u010dku ZSE ako odborn\u00edka v dan\u00fdch t\u00e9mach, ktor\u00e9 s\u00fa naviazan\u00e9 na produktov\u00e9 portf\u00f3lio. <\/span>Z \u010dasti blogov\u00e9 \u010dl\u00e1nky tvoria ,,vstupn\u00fa br\u00e1nu\u201d do z\u00e1kazn\u00edckej cesty konkr\u00e9tnych spom\u00ednan\u00fdch produktov. <\/span>Nezanedbate\u013en\u00fd je ur\u010dite aj SEO poh\u013ead, prim\u00e1rne na strane on-page optimaliz\u00e1cie.<\/span><\/p>\n

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

Tvorba blogu si vy\u017eaduje ve\u013ea \u00fasilia a \u010dasu<\/strong>, preto je d\u00f4le\u017eit\u00e9 vedie\u0165 blog spr\u00e1vne vyhodnocova\u0165 a prisp\u00f4sobova\u0165 jeho obsah potreb\u00e1m z\u00e1kazn\u00edkov.\u00a0<\/span><\/p>\n

\u00davodn\u00e1 anal\u00fdza<\/strong><\/h2>\n

Klient si predt\u00fdm vyhodnocoval \u010dl\u00e1nky s\u00e1m v rozhran\u00ed GA4 na z\u00e1klade metr\u00edk ako miera odchodu zo str\u00e1nky<\/strong>, \u010das str\u00e1ven\u00fd na str\u00e1nke<\/strong> a po\u010det zobrazen\u00ed<\/strong>.<\/span><\/p>\n

O tom, pre\u010do \u010das str\u00e1ven\u00fd na str\u00e1nke nie je \u00faplne naj\u0161\u0165astnej\u0161ia metrika sme p\u00edsali u\u017e d\u00e1vnej\u0161ie v tomto \u010dl\u00e1nku. 👇<\/span><\/p>\n

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<\/div>\n\t\t<\/a>\n\t\t
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\n\t\t\t\n \t\t Re\u00e1lny \u010das str\u00e1ven\u00fd na str\u00e1nke. Viete, ako ho mera\u0165?<\/span>\t\n\t\t\t<\/a>\n\t\t\t
\n\t\t\t N\u00e1vody<\/a> | \n\t\t\t Marianna Trtekova<\/a> |\n\t\t\t \n\t\t\t \t
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Google Analytics poskytuje mnoho u\u017eito\u010dn\u00fdch preh\u013eadov a ukazovate\u013eov, ktor\u00e9 u\u013eah\u010duj\u00fa pr\u00e1cu s d\u00e1tami. Treba v\u0161ak vedie\u0165, ako s\u00fa...<\/p>\n\t\t <\/article>\n\t\t<\/div>\n\t <\/div>\n\t<\/section>\n\t<\/span><\/p>\n

Z\u00e1rove\u0148 mu tam ch\u00fdbala mo\u017enos\u0165 filtrovania \u010dl\u00e1nkov pod\u013ea t\u00e9m<\/strong> a autorov<\/strong>.<\/span><\/p>\n

Pri\u0161la na n\u00e1s preto od klienta po\u017eiadavka vytvori\u0165\u00a0<\/span>preh\u013eadn\u00fd report<\/strong>, v ktorom si bude vedie\u0165 vyhodnoti\u0165 v\u00fdkonnos\u0165 jednotliv\u00fdch \u010dl\u00e1nkov s mo\u017enos\u0165ou filtrovania.<\/p>\n

Ako v DASE meriame \u00faspe\u0161nos\u0165 \u010dl\u00e1nkov?<\/b><\/h2>\n

V DASE pou\u017e\u00edvame kalkulovan\u00fa metriku, ktor\u00fa sme si nazvali \u201cReal consumed content<\/i><\/strong>\u201d (re\u00e1lne skonzumovan\u00fd obsah).<\/p>\n

Ide o kombin\u00e1ciu \u010dasu str\u00e1ven\u00e9ho na str\u00e1nke<\/strong> a h\u013abky zoscrollovania<\/strong>. To znamen\u00e1, \u017ee na to, aby bol \u010dl\u00e1nok ozna\u010den\u00fd ako \u201creal consumed<\/i>\u201d mus\u00ed sa pou\u017e\u00edvate\u013e doscrollova\u0165 na koniec \u010dl\u00e1nku a z\u00e1rove\u0148 na \u010dl\u00e1nku str\u00e1vi\u0165 ur\u010dit\u00fd \u010das.<\/p>\n

\u010co v tomto pr\u00edpade znamen\u00e1 slovo \u201cur\u010dit\u00fd\u201d?<\/strong><\/p>\n

Script vyhodnot\u00ed, za ko\u013eko v priemere sa m\u00e1 \u010dl\u00e1nok pre\u010d\u00edta\u0165. \u010co sa t\u00fdka h\u013abky scrollovania, tam je to dan\u00e9 poslednou bodkou textov\u00e9ho obsahu \u010dl\u00e1nku.<\/p>\n

Ak je na str\u00e1nke nejak\u00e9 interakt\u00edvne tla\u010didlo, na ktor\u00e9 m\u00e1 \u010ditate\u013e v \u010dl\u00e1nku klikn\u00fa\u0165, m\u00f4\u017eete pomocou kombin\u00e1cie pr\u00edstupu Re\u00e1lne pre\u010d\u00edtan\u00e9ho \u010dl\u00e1nku<\/strong> a dan\u00e9ho interakt\u00edvneho tla\u010didla<\/strong> ur\u010di\u0165, ktor\u00fd typ \u010dl\u00e1nku je \u00faspe\u0161nej\u0161\u00ed a zamera\u0165 sa na\u0148. Tak\u00fdto pomer sme nazvali Article interaction rate<\/strong> a po\u010d\u00edtame ho s akouko\u013evek interakciou, ktor\u00e1 je pre klienta d\u00f4le\u017eit\u00e1.<\/p>\n

Napr\u00edklad, ak m\u00e1te v \u010dl\u00e1nku gal\u00e9riu s obr\u00e1zkami, viete mera\u0165, v ktorom \u010dl\u00e1nku \u013eudia viac klikali na obr\u00e1zky a prisp\u00f4sobi\u0165 tomu obsah<\/strong>.<\/p>\n

Na v\u00fdber maj\u00fa na\u0161i klienti z nasleduj\u00facich meran\u00ed:<\/strong><\/p>\n

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

Na\u0161e rie\u0161enie<\/b><\/h2>\n

Na\u0161im rie\u0161en\u00edm bolo vytvorenie reportu, ktor\u00fd vyhodnocuje kvalitu \u010dl\u00e1nkov pod\u013ea toho, \u010di \u010ditate\u013e \u010dl\u00e1nok pre\u010d\u00edta a \u010di vykon\u00e1 popri \u010d\u00edtan\u00ed nejak\u00fa mikroakciu.<\/span><\/p>\n

\u010citate\u013e m\u00f4\u017ee napr\u00edklad klikn\u00fa\u0165 na banner, prehra\u0165 video v \u010dl\u00e1nku, klikn\u00fa\u0165 na s\u00favisiaci \u010dl\u00e1nok, skop\u00edrova\u0165 text z \u010dl\u00e1nku<\/strong>, alebo si pozrie\u0165 gal\u00e9riu obr\u00e1zkov<\/strong>. <\/span>Typ konkr\u00e9tnych akci\u00ed v\u017edy z\u00e1vis\u00ed od webu klienta.<\/span><\/p>\n

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

 <\/p>\n

Najd\u00f4le\u017eitej\u0161ia metrika, ktor\u00e1 ZSE zauj\u00edmala, bol re\u00e1lne skonzumovan\u00fd obsah.<\/strong><\/span><\/p>\n

Odli\u0161ujeme tak doskrolovanie sa na celej str\u00e1nke a sledujeme len konkr\u00e9tny \u010dl\u00e1nok, preto\u017ee ZSE blog m\u00e1 rozsiahlu spodn\u00fa \u010das\u0165 str\u00e1nky, ktor\u00e1 by pri \u0161tandardnom meran\u00ed „h\u013abka zoscrollovania str\u00e1nky“ zna\u010dne skreslila v\u00fdsledky.<\/strong><\/span><\/p>\n

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

Klient si vie v reporte zvoli\u0165 ak\u00fa t\u00e9mu<\/strong>, alebo autora<\/strong> chce reportova\u0165 a pod\u013ea jednotliv\u00fdch akci\u00ed na str\u00e1nke vyhodnoti\u0165 v\u00fdkonnos\u0165 dan\u00fdch \u010dl\u00e1nkov.<\/span><\/p>\n

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

Ako fin\u00e1lny report vyzer\u00e1?<\/b><\/h2>\n

Klient bol s vizu\u00e1lnou a informat\u00edvnou str\u00e1nkou reportu ve\u013emi spokojn\u00fd. V\u010faka tomuto preh\u013eadn\u00e9mu a komplexn\u00e9mu reportu vie, ktor\u00fd \u010dl\u00e1nok m\u00e1 ak\u00fa \u010d\u00edtanos\u0165 a ak\u00e1 akcia je na blogu naj\u010dastej\u0161ie vykon\u00e1van\u00e1.<\/span><\/p>\n

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

Pod\u013ea toho m\u00f4\u017ee meni\u0165 jednotliv\u00e9 prvky v \u010dl\u00e1nku, napr\u00edklad pres\u00fava\u0165 CTA buttony, zmeni\u0165 ich farbu alebo text. Pokia\u013e je \u010dl\u00e1nok dlh\u00fd a doskrolovanie n\u00edzke, vie, \u017ee mus\u00ed d\u00f4le\u017eit\u00fa inform\u00e1ciu v \u010dl\u00e1nku presun\u00fa\u0165 do vy\u0161\u0161ej \u010dasti, aby ju \u010ditatelovi odovzdal.<\/span><\/p>\n

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

Klient v\u010faka tomuto reportu pristupuje k optimaliz\u00e1cii tvorbe obsahu na z\u00e1klade d\u00e1t a nie len na z\u00e1klade pocitov. A to je hlavn\u00fdm cie\u013eom u n\u00e1s v Dase, smerova\u0165 klientov k data-driven rozhodnutiam na z\u00e1klade na\u0161ich rie\u0161en\u00ed.<\/span><\/p>\n

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

Ako sa to odrazilo na v\u00fdkonnosti blogu ZSE?<\/strong><\/h2>\n

„A ak sa bav\u00edme o re\u00e1lnom vyu\u017eit\u00ed custom meran\u00ed na blogu, vo v\u00fdsledku sa sna\u017e\u00edme robi\u0165 rozhodnutia zalo\u017een\u00e9 na re\u00e1lnych d\u00e1tach.<\/strong> Napr. topujeme \u010dl\u00e1nky, ktor\u00e9 vid\u00edme, \u017ee maj\u00fa najv\u00e4\u010d\u0161\u00ed potenci\u00e1l z poh\u013eadu dopytu po inform\u00e1ci\u00e1ch.<\/span><\/p>\n

Tie\u017e sme re\u00e1lne upravovali \u010dl\u00e1nky na z\u00e1klade vy\u0161\u0161ie spom\u00ednan\u00fdch metr\u00edk, t.z., \u017ee sme ich bu\u010f skracovali, preto\u017ee boli pr\u00edli\u0161 dlh\u00e9<\/strong>, alebo sme sa hrali s CTA prvkami<\/strong> tak, aby sme maximalizovali traffic na produktov\u00e9 str\u00e1nky.<\/span><\/p>\n

Ak m\u00f4\u017eem pr\u00edklad, tak konkr\u00e9tne na jednom z d\u00f4le\u017eit\u00fdch predsez\u00f3nnych \u010dl\u00e1nkov ku klimatiz\u00e1ci\u00e1m sa n\u00e1m postupn\u00fdmi \u00fapravami podarilo zdvihn\u00fa\u0165 re\u00e1lnu do\u010d\u00edtanos\u0165 \u010dl\u00e1nku z 3 na 11%.<\/strong><\/span><\/p>\n

Ke\u010f sa pozrieme na optimaliz\u00e1ciu CTA prvkov<\/strong>, tak sme sa posunuli z p\u00f4vodn\u00e9ho CTR-ka ( blog – produktov\u00e1 landing page) 0,87 % na\u00a0 2,48 %.<\/strong><\/span><\/p>\n

V kvantitat\u00edvnom vyjadren\u00ed sme takto dok\u00e1zali prinies\u0165 nieko\u013eko stoviek<\/strong> n\u00e1v\u0161tev na produktov\u00e9 str\u00e1nky navy\u0161e. A to e\u0161te nekon\u010d\u00edme s optimaliz\u00ed\u00e1ciou ani tohto \u010dl\u00e1nku, ani \u010fal\u0161\u00edch ostatn\u00fdch :)“<\/span><\/p>\n

Luk\u00e1\u0161 Porh\u00e1ja\u0161
\nDigital expert ZSE<\/p>\n

Ak ste sa v potreb\u00e1ch n\u00e1\u0161ho klienta na\u0161li a tie\u017e by ste chceli vyhodnocova\u0165 v\u00fdkonnos\u0165 v\u00e1\u0161ho blogu pod\u013ea relevantn\u00fdch metr\u00edk, nap\u00ed\u0161te n\u00e1m a vytvor\u00edme aj v\u00e1m report na mieru \ud83d\ude42<\/a><\/span><\/p>\n

Luk\u00e1\u0161 o celej ich ceste rozpr\u00e1va aj v na\u0161om podcaste DATABASED.<\/strong> N\u00e1jdete ho na SPOTIFY<\/a>, alebo na YOUTUBE<\/a>. 👈<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"

S\u00fa\u010das\u0165ou digit\u00e1lnej marketingovej strat\u00e9gie je u ve\u013ea firiem tvorba blogu a p\u00edsanie \u010dl\u00e1nkov. Nie je tomu inak ani…<\/p>\n","protected":false},"author":79,"featured_media":21440,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[340],"tags":[973,974,811,970,971,972,976,975,969],"_links":{"self":[{"href":"https:\/\/www.dase-analytics.com\/blog\/sk\/wp-json\/wp\/v2\/posts\/19982"}],"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\/79"}],"replies":[{"embeddable":true,"href":"https:\/\/www.dase-analytics.com\/blog\/sk\/wp-json\/wp\/v2\/comments?post=19982"}],"version-history":[{"count":15,"href":"https:\/\/www.dase-analytics.com\/blog\/sk\/wp-json\/wp\/v2\/posts\/19982\/revisions"}],"predecessor-version":[{"id":20024,"href":"https:\/\/www.dase-analytics.com\/blog\/sk\/wp-json\/wp\/v2\/posts\/19982\/revisions\/20024"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.dase-analytics.com\/blog\/sk\/wp-json\/wp\/v2\/media\/21440"}],"wp:attachment":[{"href":"https:\/\/www.dase-analytics.com\/blog\/sk\/wp-json\/wp\/v2\/media?parent=19982"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.dase-analytics.com\/blog\/sk\/wp-json\/wp\/v2\/categories?post=19982"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.dase-analytics.com\/blog\/sk\/wp-json\/wp\/v2\/tags?post=19982"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}