{"id":3912,"date":"2019-01-08T12:06:49","date_gmt":"2019-01-08T11:06:49","guid":{"rendered":"https:\/\/server828971.nazwa.pl\/wordpress\/wpn_quarticon2\/uniwersytet-ecommerce\/czym-jest-aov\/"},"modified":"2025-01-16T18:59:43","modified_gmt":"2025-01-16T18:59:43","slug":"co-znamena-aov","status":"publish","type":"post","link":"https:\/\/blog.quarticon.com\/cz\/co-znamena-aov\/","title":{"rendered":"Co znamen\u00e1 AOV?"},"content":{"rendered":"
AOV (ang. Average Order Value<\/em>) je ukazatel, kter\u00fd stanov\u00ed pr\u016fm\u011brnou hodnotu ka\u017ed\u00e9 objedn\u00e1vky v e-shopu v\u00a0dan\u00e9m \u010dasov\u00e9m obdob\u00ed. D\u00edky anal\u00fdze tohoto ukazatele, bude majitel e-commerce schopen podniknout informovan\u011bj\u0161\u00ed obchodn\u00ed rozhodnut\u00ed t\u00fdkaj\u00edc\u00ed se nap\u0159\u00edklad v\u00fddaj\u016f za reklamu nebo cenov\u00e9 politiky.<\/h5>\n

Jak lze vypo\u010d\u00edtat ukazatel AOV?<\/h4>\n
[latex display=“true“] pr\u016fm\u011brn\u00e1\\: hodnota\\: objedn\u00e1vky= \\dfrac{p\u0159\u00edjmy}{po\u010det\\:objedn\u00e1vek} [\/latex]<\/div>\n

D\u016fle\u017eit\u00e9 je, \u017ee p\u0159i v\u00fdpo\u010dtu ukazatele AOV se prodejn\u00ed v\u00fdsledek odvozuje od\u00a0po\u010dtu objedn\u00e1vek, nikoli od dan\u00e9ho z\u00e1kazn\u00edka. Lze tak p\u0159esn\u011b ur\u010dit hodnotu jednotliv\u00e9 objedn\u00e1vky i v\u00a0situaci, kdy stejn\u00fd z\u00e1kazn\u00edk nakupuje ve\u00a0Va\u0161em e-shopu opakovan\u011b.<\/p>\n

Jak ukazatel AOV interpretovat?<\/h4>\n

Obecn\u011b \u2013 \u010d\u00edm v\u011bt\u0161\u00ed je jeho hodnota, t\u00edm v\u00edce vyd\u011bl\u00e1v\u00e1te. Ukazatel je v\u0161ak t\u0159eba analyzovat vzhledem k:<\/p>\n

    \n
  • RPV (ang. Revenue Per Visitor<\/em>)<\/strong>, tedy v\u00fdnosu na jednoho n\u00e1v\u0161t\u011bvn\u00edka Va\u0161eho e-shopu. Pokud je hodnota tohoto ukazatele ve\u00a0Va\u0161em obchod\u011b n\u00edzk\u00e1, znamen\u00e1 to, \u017ee z\u00e1kazn\u00edci m\u00e1lo nakupuj\u00ed, a proto m\u00e1te ni\u017e\u0161\u00ed n\u00e1vratnost investic\u00ed z\u00a0reklamy.<\/li>\n
  • CPC (ang. Cost Per Conversion<\/em>)<\/strong>, tedy k\u00a0cen\u011b za konverzi. Dle tohoto ukazatele zjist\u00edte, kolik stoj\u00ed jeden z\u00e1kazn\u00edk. Ode\u010dt\u011bte tuto sumu od pr\u016fm\u011brn\u00e9 hodnoty objedn\u00e1vky a p\u0159esn\u011b zjist\u00edte kolik jste skute\u010dn\u011b vyd\u011blali.<\/li>\n<\/ul>\n

    Jak zlep\u0161it v\u00fdsledky AOV?<\/h4>\n

    Pokud po proveden\u00ed anal\u00fdzy zjist\u00edte, \u017ee ukazatel AOV ve Va\u0161em obchod\u011b je p\u0159\u00edli\u0161 n\u00edzk\u00fd, pus\u0165te se do optimalizace proces\u016f sm\u011b\u0159uj\u00edc\u00edch k\u00a0nav\u00fd\u0161en\u00ed zisk\u016f. Jak na to?<\/p>\n

      \n
    • Zave\u010fte segmentaci z\u00e1kazn\u00edk\u016f \u2013 jako krit\u00e9rium nastavte frekvenci nebo hodnotu n\u00e1kupu. Zvl\u00e1dnete tak p\u0159izp\u016fsobit svou strategii pot\u0159eb\u00e1m spot\u0159ebitel\u016f. Pro pravideln\u00e9 z\u00e1kazn\u00edky, kte\u0159\u00ed u V\u00e1s utr\u00e1cej\u00ed hodn\u011b pen\u011bz, p\u0159ipravte zaj\u00edmav\u00fd v\u011brnostn\u00ed program. Z\u00e1kazn\u00edk\u016fm, kte\u0159\u00ed utr\u00e1cej\u00ed m\u00e9n\u011b, nab\u00eddn\u011bte slevov\u00fd kupon na dal\u0161\u00ed n\u00e1kupy.<\/li>\n
    • Vyu\u017eijte potenci\u00e1l cross-sellingu a up-sellingu \u2013 sna\u017ete se maximalizovat zisk z jedn\u00e9 transakce, vyu\u017eijte metodu k\u0159\u00ed\u017eov\u00e9ho a dopl\u0148kov\u00e9ho prodeje. P\u0159idejte do sv\u00e9ho e-shopu okno s\u00a0doporu\u010den\u00fdmi v\u00fdrobky, uka\u017ete z\u00e1kazn\u00edk\u016fm zbo\u017e\u00ed, kter\u00e9 dopl\u0148uje to, kter\u00e9 pr\u00e1v\u011b koupili.<\/li>\n
    • Nab\u00eddn\u011bte dopravu zdarma \u2013 nab\u00eddn\u011bte sv\u00fdm z\u00e1kazn\u00edk\u016fm dopravu zdarma p\u0159i objedn\u00e1vce nad ur\u010ditou sumu.<\/span><\/li>\n<\/ul>\n","protected":false},"excerpt":{"rendered":"

      Jak vypo\u010d\u00edtat, interpretovat a zlep\u0161it ukazatel AOV internetov\u00e9ho obchodu?<\/p>\n","protected":false},"author":4,"featured_media":16052,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[],"class_list":["post-3912","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\/3912","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\/4"}],"replies":[{"embeddable":true,"href":"https:\/\/blog.quarticon.com\/cz\/wp-json\/wp\/v2\/comments?post=3912"}],"version-history":[{"count":1,"href":"https:\/\/blog.quarticon.com\/cz\/wp-json\/wp\/v2\/posts\/3912\/revisions"}],"predecessor-version":[{"id":16058,"href":"https:\/\/blog.quarticon.com\/cz\/wp-json\/wp\/v2\/posts\/3912\/revisions\/16058"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/blog.quarticon.com\/cz\/wp-json\/wp\/v2\/media\/16052"}],"wp:attachment":[{"href":"https:\/\/blog.quarticon.com\/cz\/wp-json\/wp\/v2\/media?parent=3912"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/blog.quarticon.com\/cz\/wp-json\/wp\/v2\/categories?post=3912"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/blog.quarticon.com\/cz\/wp-json\/wp\/v2\/tags?post=3912"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}