{"id":16363,"date":"2026-10-27T08:10:00","date_gmt":"2026-10-27T08:10:00","guid":{"rendered":"https:\/\/blog.quarticon.com\/cz\/?p=16363"},"modified":"2026-10-27T08:10:00","modified_gmt":"2026-10-27T08:10:00","slug":"je-rozpocet-vaseho-e-commerce-spravne-vyuzivan","status":"publish","type":"post","link":"https:\/\/blog.quarticon.com\/cz\/je-rozpocet-vaseho-e-commerce-spravne-vyuzivan\/","title":{"rendered":"Je rozpo\u010det va\u0161eho e-commerce spr\u00e1vn\u011b vyu\u017e\u00edv\u00e1n?"},"content":{"rendered":"<p><!--?xml encoding=\"utf-8\" ?--><!--?xml encoding=\"utf-8\" ?--><\/p>\n<p><!--?xml encoding=\"utf-8\" ?--><\/p>\n<p class=\"wp-block-paragraph\">Firmy v e-commerce \u010dasto intenzivn\u011b investuj\u00ed do platforem z\u00e1kaznick\u00fdch dat a reten\u010dn\u00edch kampan\u00ed, z\u00e1rove\u0148 v\u0161ak p\u0159\u00edli\u0161 z\u0159\u00eddka testuj\u00ed zku\u0161enosti anonymn\u00edch u\u017eivatel\u016f. <\/p>\n<p class=\"wp-block-paragraph\">Ka\u017edoro\u010dn\u011b m\u016f\u017eete utr\u00e1cet des\u00edtky, nebo dokonce stovky tis\u00edc za lep\u0161\u00ed c\u00edlen\u00ed e-mail\u016f na z\u00e1kazn\u00edky, kter\u00e9 dok\u00e1\u017eete identifikovat, zat\u00edmco zna\u010dn\u00e1 v\u011bt\u0161ina n\u00e1v\u0161t\u011bvn\u00edk\u016f si v\u00e1\u0161 web prohl\u00ed\u017e\u00ed bez p\u0159ihl\u00e1\u0161en\u00ed.<\/p>\n<p class=\"wp-block-paragraph\">To vyb\u00edz\u00ed k polo\u017een\u00ed u\u017eite\u010dn\u00e9 ot\u00e1zky: <strong>Investujete do publika, kter\u00e9 s nejv\u011bt\u0161\u00ed pravd\u011bpodobnost\u00ed p\u0159inese dodate\u010dn\u00fd zisk, nebo do toho, kter\u00e9 lze nejsn\u00e1ze m\u011b\u0159it?<\/strong><\/p>\n<p class=\"wp-block-paragraph\">Na tomto rozli\u0161en\u00ed z\u00e1le\u017e\u00ed. Identifikovan\u00ed z\u00e1kazn\u00edci po sob\u011b zanech\u00e1vaj\u00ed dob\u0159e zn\u00e1m\u00e9 sign\u00e1ly: e-mailov\u00e9 adresy, historii n\u00e1kup\u016f a reakce na kampan\u011b. <\/p>\n<p class=\"wp-block-paragraph\">Anonymn\u00ed u\u017eivatele je p\u0159i opakovan\u00fdch n\u00e1v\u0161t\u011bv\u00e1ch obt\u00ed\u017en\u011bj\u0161\u00ed sledovat, tak\u017ee jejich chov\u00e1n\u00ed m\u016f\u017ee b\u00fdt v p\u0159ehledech m\u00e9n\u011b viditeln\u00e9 (pokud se v nich v\u016fbec objev\u00ed). To nepom\u00e1h\u00e1 p\u0159i rozhodov\u00e1n\u00ed o rozpo\u010dtu. Nedostatek p\u0159ehledu v\u0161ak nen\u00ed d\u016fkazem toho, \u017ee maj\u00ed mal\u00fd potenci\u00e1l. Plat\u00ed p\u0159esn\u00fd opak!<\/p>\n<h2 class=\"wp-block-heading\">Nesoulad v rozpo\u010dtu stoj\u00ed za prov\u011b\u0159en\u00ed<\/h2>\n<p class=\"wp-block-paragraph\">\u010casto opakovan\u00e9 tvrzen\u00ed \u0159\u00edk\u00e1, \u017ee maloobchodn\u00edci vynakl\u00e1daj\u00ed 50-70 % marketingov\u00fdch rozpo\u010dt\u016f na pouh\u00fdch 0,5-1 % z\u00e1kazn\u00edk\u016f, zat\u00edmco t\u00e9m\u011b\u0159 v\u0161em ostatn\u00edm nab\u00edzej\u00ed pouze z\u00e1kladn\u00ed doporu\u010den\u00ed. Tato \u010d\u00edsla nelze pova\u017eovat za uzn\u00e1van\u00e9, v\u0161eobecn\u011b platn\u00e9 oborov\u00e9 ukazatele, proto\u017ee se mohou li\u0161it podle odv\u011btv\u00ed (p\u0159esto se b\u011b\u017en\u011b p\u0159edpokl\u00e1d\u00e1, \u017ee pod\u00edl zn\u00e1m\u00fdch z\u00e1kazn\u00edk\u016f obvykle nep\u0159esahuje 5 %). <\/p>\n<p class=\"wp-block-paragraph\">Ukazuj\u00ed v\u0161ak na ot\u00e1zku, na kterou mohou maloobchodn\u00edci odpov\u011bd\u011bt pomoc\u00ed vlastn\u00edch dat: <strong>Jak\u00e1 \u010d\u00e1st va\u0161ich investic oslovuje n\u011bkolik procent zn\u00e1m\u00fdch z\u00e1kazn\u00edk\u016f a jak\u00e1 zlep\u0161uje zku\u0161enost t\u011bch zb\u00fdvaj\u00edc\u00edch devades\u00e1ti a v\u00edce procent?<\/strong><\/p>\n<p class=\"wp-block-paragraph\">Jedna studie obl\u00edben\u00fdch maloobchodn\u00edch aplikac\u00ed zjistila (v aplikac\u00edch je pod\u00edl anonymn\u00edch u\u017eivatel\u016f ni\u017e\u0161\u00ed), \u017ee 92 % u\u017eivatel\u016f internetu bylo anonymn\u00edch a 12 % nakupuj\u00edc\u00edch u\u017eivatel\u016f bylo pro prodejce nezn\u00e1m\u00fdch (Braze). To nazna\u010duje, \u017ee anonymita je b\u011b\u017en\u00e1. <\/p>\n<p class=\"wp-block-paragraph\"><em>Neznamen\u00e1 to<\/em>, \u017ee 92 % p\u0159\u00edjm\u016f poch\u00e1z\u00ed od anonymn\u00edch n\u00e1v\u0161t\u011bvn\u00edk\u016f ani \u017ee tato procenta plat\u00ed pro ka\u017ed\u00e9ho maloobchodn\u00edka. Jde o to, \u017ee v kl\u00ed\u010dov\u00e9m okam\u017eiku rozhodov\u00e1n\u00ed, v n\u011bm\u017e se nach\u00e1z\u00ed 92-99 % u\u017eivatel\u016f, technologie ned\u011blaj\u00ed v\u016fbec nic pro to, aby je dovedly ke konverzi. <\/p>\n<p class=\"wp-block-paragraph\">Velk\u00e1 skupina anonymn\u00edch z\u00e1kazn\u00edk\u016f p\u0159edstavuje p\u0159\u00edle\u017eitost, kterou stoj\u00ed za to podrobn\u011bji prozkoumat.<\/p>\n<h2 class=\"wp-block-heading\">Reten\u010dn\u00ed programy a CDP &#8211; co vlastn\u011b optimalizujete?<\/h2>\n<p class=\"wp-block-paragraph\">Reten\u010dn\u00ed programy a platformy CDP mohou b\u00fdt p\u0159\u00ednosn\u00e9. Mohou maloobchodn\u00edk\u016fm pom\u00e1hat rozpozn\u00e1vat z\u00e1kazn\u00edky, p\u0159izp\u016fsobovat komunikaci a podporovat opakovan\u00e9 n\u00e1kupy. Ot\u00e1zkou nen\u00ed, zda jsou tyto mo\u017enosti d\u016fle\u017eit\u00e9, ale zda jim p\u0159id\u011blen\u00fd rozpo\u010det p\u0159in\u00e1\u0161\u00ed v\u011bt\u0161\u00ed hodnotu ne\u017e alternativn\u00ed \u0159e\u0161en\u00ed.<\/p>\n<p class=\"wp-block-paragraph\">U maloobchodn\u00edka, kter\u00fd zaznamen\u00e1v\u00e1 zna\u010dn\u00fd provoz anonymn\u00edch u\u017eivatel\u016f s vysok\u00fdm n\u00e1kupn\u00edm z\u00e1m\u011brem, mohou dal\u0161\u00ed investice sm\u011b\u0159ovat do zlep\u0161en\u00ed:<\/p>\n<ul class=\"wp-block-list\">\n<li><strong>Vyhled\u00e1v\u00e1n\u00ed v obchod\u011b<\/strong>. Mohou u\u017eivatel\u00e9 naj\u00edt produkty pomoc\u00ed slov, kter\u00e1 skute\u010dn\u011b pou\u017e\u00edvaj\u00ed?<\/li>\n<li><strong>Objevov\u00e1n\u00ed produkt\u016f<\/strong>. Je snadn\u00e9 proch\u00e1zet a porovn\u00e1vat vhodn\u00e9 produkty a naj\u00edt o nich pot\u0159ebn\u00e9 informace?<\/li>\n<li><strong>Produktov\u00e1 doporu\u010den\u00ed<\/strong>. Pom\u00e1haj\u00ed n\u00e1vrhy u\u017eivatel\u016fm rozhodnout se, nebo jen vypl\u0148uj\u00ed prostor?<\/li>\n<li><strong>Proces placen\u00ed<\/strong>. Zp\u016fsobuj\u00ed zbyte\u010dn\u00e9 kroky nebo nep\u0159\u00edjemn\u00e1 p\u0159ekvapen\u00ed, \u017ee z\u00e1kazn\u00edci opou\u0161t\u011bj\u00ed n\u00e1kup?<\/li>\n<\/ul>\n<p class=\"wp-block-paragraph\">Tato vylep\u0161en\u00ed mohou prosp\u011bt zn\u00e1m\u00fdm i anonymn\u00edm u\u017eivatel\u016fm. P\u0159epracovan\u00fd web, kter\u00fd vypad\u00e1 modern\u011bji, nemus\u00ed automaticky p\u0159in\u00e1\u0161et vy\u0161\u0161\u00ed zisky, stejn\u011b jako l\u00e9pe c\u00edlen\u00fd e-mail nemus\u00ed automaticky generovat dodate\u010dn\u00e9 p\u0159\u00edjmy.<\/p>\n<h2 class=\"wp-block-heading\">Prom\u011b\u0148te ot\u00e1zku rozpo\u010dtu v test<\/h2>\n<p class=\"wp-block-paragraph\">Ne\u017e napl\u00e1nujete marketingov\u00fd rozpo\u010det na p\u0159\u00ed\u0161t\u00ed rok, tedy na rok 2027, polo\u017ete si n\u011bkolik konkr\u00e9tn\u00edch ot\u00e1zek:<\/p>\n<ol class=\"wp-block-list\">\n<li><strong>Koho ka\u017ed\u00e1 investice oslovuje?<\/strong> Pokud to va\u0161e data umo\u017e\u0148uj\u00ed, rozd\u011blte zn\u00e1m\u00e9 a anonymn\u00ed u\u017eivatele a jasn\u011b ur\u010dete, co m\u016f\u017eete a co nem\u016f\u017eete pozorovat.<\/li>\n<li><strong>Jak\u00e9 chov\u00e1n\u00ed se m\u011bn\u00ed?<\/strong> M\u011b\u0159te v\u00fdsledky, jako jsou dokon\u010den\u00e9 n\u00e1kupy nebo jin\u00e9 d\u016fle\u017eit\u00e9 obchodn\u00ed c\u00edle, nikoli pouze kliknut\u00ed, otev\u0159en\u00ed \u010di zapojen\u00ed.<\/li>\n<li><strong>Jak\u00fd je skute\u010dn\u00fd dodate\u010dn\u00fd efekt?<\/strong> Porovnejte v\u00fdsledky s vhodnou kontroln\u00ed skupinou nebo referen\u010dn\u00ed hodnotou. V\u011bnujte pozornost atribuci prodeje a tak \u010dast\u00e9mu <a href=\"https:\/\/blog.quarticon.com\/cz\/digitalni-atribuce-co-to-je-a-lze-ji-ukrast\/\" target=\"_blank\" rel=\"noopener\">atribuc\u030cn\u00edmu podvodu<\/a> v intern\u00edch n\u00e1stroj\u00edch (v\u00edce se o tom do\u010dtete zde: <a href=\"https:\/\/blog.quarticon.com\/cz\/digitalni-atribuce-co-to-je-a-lze-ji-ukrast\/\" target=\"_blank\" rel=\"noopener nofollow\">https:\/\/blog.quarticon.com\/pl\/atrybucja-cyfrowa-czym-jest-i-czy-mozna-ja-ukrasc\/<\/a>). N\u00e1kup, ke kter\u00e9mu by do\u0161lo tak jako tak, se li\u0161\u00ed od n\u00e1kupu, kter\u00fd jste sv\u00fdm jedn\u00e1n\u00edm vyvolali.<\/li>\n<li><strong>Co dal\u0161\u00edho lze za stejn\u00e9 pen\u00edze zlep\u0161it?<\/strong> Odhadn\u011bte n\u00e1klady ob\u011btovan\u00e9 p\u0159\u00edle\u017eitosti p\u0159i ponech\u00e1n\u00ed vyhled\u00e1v\u00e1n\u00ed, objevov\u00e1n\u00ed produkt\u016f, doporu\u010dov\u00e1n\u00ed nebo procesu placen\u00ed bez odpov\u00eddaj\u00edc\u00edho testov\u00e1n\u00ed.<\/li>\n<\/ol>\n<p class=\"wp-block-paragraph\">Praktick\u00fdm dal\u0161\u00edm krokem je vybrat n\u00e1kupn\u00ed cestu s vysokou n\u00e1v\u0161t\u011bvnost\u00ed a prov\u00e9st kontrolovan\u00fd experiment, jeho\u017e c\u00edlem bude anonymn\u00edm u\u017eivatel\u016fm usnadnit nalezen\u00ed nebo n\u00e1kup produktu. Porovnejte v\u00fdsledek se sou\u010dasnou zku\u0161enost\u00ed a vyhodno\u0165te jeho dopad ve srovn\u00e1n\u00ed s n\u00e1vratnost\u00ed dosavadn\u00edch reten\u010dn\u00edch aktivit.<\/p>\n<h2 class=\"wp-block-heading\">Nezam\u011b\u0148ujte \u201esnadno m\u011b\u0159iteln\u00e9&#8220; za \u201enejhodnotn\u011bj\u0161\u00ed&#8220;<\/h2>\n<p class=\"wp-block-paragraph\">Zn\u00e1m\u00e9 z\u00e1kazn\u00edky lze sn\u00e1ze rozpoznat a p\u0159i\u0159adit jim konkr\u00e9tn\u00ed reakce b\u00fdv\u00e1 \u010dasto jednodu\u0161\u0161\u00ed. D\u00edky tomu mohou reten\u010dn\u00ed aktivity v p\u0159ehledech p\u016fsobit obzvl\u00e1\u0161\u0165 p\u0159ehledn\u011b. Chov\u00e1n\u00ed anonymn\u00edch u\u017eivatel\u016f se ch\u00e1pe h\u016f\u0159e, ale obt\u00ed\u017en\u011bj\u0161\u00ed m\u011b\u0159en\u00ed neznamen\u00e1, \u017ee tato skupina nen\u00ed d\u016fle\u017eit\u00e1.<\/p>\n<p class=\"wp-block-paragraph\">C\u00edlem nen\u00ed volit mezi z\u00e1kaznick\u00fdmi daty a lep\u0161\u00edmi zku\u0161enostmi na webu. Jde o to zjistit, kter\u00e9 investice ovliv\u0148uj\u00ed v\u00fdsledky, u koho a za jakou cenu.<\/p>\n<p class=\"wp-block-paragraph\">Proto\u017ee v\u011bt\u0161ina n\u00e1v\u0161t\u011bvn\u00edk\u016f nakupuje bez p\u0159ihl\u00e1\u0161en\u00ed, jejich zku\u0161enost si zaslou\u017e\u00ed v\u00edc ne\u017e jen domn\u011bnky.<\/p>\n<p class=\"wp-block-paragraph\">Zjist\u011bte v\u00edce o tom, jak oslovit anonymn\u00ed u\u017eivatele d\u00edky lep\u0161\u00edmu <a href=\"https:\/\/quarticon.com\/cs\/nase-produkty\/doporuceni-zbozi\/\">objevov\u00e1n\u00ed produkt\u016f<\/a>, doporu\u010den\u00edm a <a href=\"https:\/\/quarticon.com\/cs\/nase-produkty\/vyhledavac-ai\/\">vyhled\u00e1v\u00e1n\u00ed produkt\u016f<\/a>.<\/p>\n<p class=\"wp-block-paragraph\">\n","protected":false},"excerpt":{"rendered":"<p>E-commerce intenzivn\u011b investuje do platforem z\u00e1kaznick\u00fdch dat a reten\u010dn\u00edch kampan\u00ed, z\u00e1rove\u0148 v\u0161ak p\u0159\u00edli\u0161 z\u0159\u00eddka testuje zku\u0161enosti anonymn\u00edch u\u017eivatel\u016f<\/p>\n","protected":false},"author":1,"featured_media":16364,"comment_status":"","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[],"class_list":["post-16363","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-ecommerce"],"aioseo_notices":[],"_links":{"self":[{"href":"https:\/\/blog.quarticon.com\/cz\/wp-json\/wp\/v2\/posts\/16363","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/blog.quarticon.com\/cz\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/blog.quarticon.com\/cz\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/blog.quarticon.com\/cz\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/blog.quarticon.com\/cz\/wp-json\/wp\/v2\/comments?post=16363"}],"version-history":[{"count":1,"href":"https:\/\/blog.quarticon.com\/cz\/wp-json\/wp\/v2\/posts\/16363\/revisions"}],"predecessor-version":[{"id":16365,"href":"https:\/\/blog.quarticon.com\/cz\/wp-json\/wp\/v2\/posts\/16363\/revisions\/16365"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/blog.quarticon.com\/cz\/wp-json\/wp\/v2\/media\/16364"}],"wp:attachment":[{"href":"https:\/\/blog.quarticon.com\/cz\/wp-json\/wp\/v2\/media?parent=16363"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/blog.quarticon.com\/cz\/wp-json\/wp\/v2\/categories?post=16363"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/blog.quarticon.com\/cz\/wp-json\/wp\/v2\/tags?post=16363"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}