{"id":6750,"date":"2019-04-11T09:27:40","date_gmt":"2019-04-11T07:27:40","guid":{"rendered":"https:\/\/server828971.nazwa.pl\/wordpress\/wpn_quarticon2\/uniwersytet-ecommerce\/strona-koszyka-czy-jeszcze-sprzedawac\/"},"modified":"2019-04-11T09:27:40","modified_gmt":"2019-04-11T07:27:40","slug":"stranka-kosiku-zda-jeste-prodavat","status":"publish","type":"post","link":"https:\/\/blog.quarticon.com\/cz\/stranka-kosiku-zda-jeste-prodavat\/","title":{"rendered":"Str\u00e1nka ko\u0161\u00edku: zda je\u0161t\u011b prod\u00e1vat?"},"content":{"rendered":"<p class=\"intercom-align-left\">Ko\u0161\u00edk, tedy jedno z kl\u00ed\u010dov\u00fdch m\u00edst v online obchod\u011b. Vzorov\u011b konstruovan\u00e1 str\u00e1nka ko\u0161\u00edku je ta, kter\u00e1 dodr\u017euje rovnov\u00e1hu mezi konverzi a \u0161anci zv\u011bt\u0161it hodnotu objedn\u00e1vky. Konkr\u00e9tn\u011b \u0159e\u010deno, je nutno se vyh\u00fdbat situac\u00edm, kdy z\u00e1kazn\u00edk p\u0159ech\u00e1z\u00ed na jinou substr\u00e1nku, a sou\u010dasn\u011b ho povzbudit k dal\u0161\u00edmu n\u00e1kupu. Dneska se odrobn\u011bji pod\u00edv\u00e1me na \u00fa\u010dinnou strategii doporu\u010den\u00ed na str\u00e1nce ko\u0161\u00edku.<\/p>\n<h4 id=\"czym-s-rekomendacje-na-stronie-koszyka\" class=\"intercom-align-left\" data-post-processed=\"true\">Co jsou doporu\u010den\u00ed na str\u00e1nce ko\u0161\u00edku?<\/h4>\n<p class=\"intercom-align-left\">Doporu\u010den\u00ed na str\u00e1nce ko\u0161\u00edku se zobrazuj\u00ed, kdy si z\u00e1kazn\u00edk kontroluje jeho obsah. D\u011bl\u00e1 to ve dvou p\u0159\u00edpadech:<\/p>\n<ul>\n<li>aby ov\u011b\u0159il n\u00e1kupn\u00ed seznam a odstranil z n\u011bj ur\u010dit\u00e9 v\u00fdrobky,<\/li>\n<li>s c\u00edlem doplnit objedn\u00e1vku a p\u0159ej\u00edt k placen\u00ed.<\/li>\n<\/ul>\n<p>Zobrazuj\u00ed se mu tehdy doporu\u010den\u00ed generovan\u00e1 na z\u00e1klad\u011b informac\u00ed o v\u00fdrobc\u00edch, kter\u00e9 se ji\u017e nach\u00e1zej\u00ed v ko\u0161\u00edku. Z\u00e1kazn\u00edk vid\u00ed p\u0159ed sebou zpravidla\u00a0r\u00e1me\u010dek s n\u00e1zvem <em>Z\u00e1kazn\u00edci, kte\u0159\u00ed si koupili tento v\u00fdrobek, koupili tak\u00e9<\/em>. Tato doporu\u010den\u00ed maj\u00ed obrovsk\u00fd prodejn\u00ed potenci\u00e1l. Existuje v\u0161ak \u0159ada pravidel,\u00a0kter\u00e9 rozhoduj\u00ed o jejich \u00fasp\u011bchu.<\/p>\n<p class=\"intercom-align-left\">Co ch\u00e1peme jako \u00fasp\u011bch v tomto p\u0159\u00edpad\u011b?<\/p>\n<ul>\n<li>zadr\u017een\u00ed z\u00e1kazn\u00edka na str\u00e1nce ko\u0161\u00edku<\/li>\n<li>prodej nach\u00e1zej\u00edc\u00edch se v n\u011bm v\u00fdrobku<\/li>\n<li>povzbuzen\u00ed z\u00e1kazn\u00edka k n\u00e1kupu nav\u00edc<\/li>\n<\/ul>\n<p class=\"intercom-align-left\">N\u00ed\u017ee podrobn\u011b popisujeme nej\u00fa\u010dinn\u011bj\u0161\u00ed strategii.<\/p>\n<h4 id=\"trafnie-dobrane-produkty-komplementarne\" class=\"intercom-align-left\" data-post-processed=\"true\">Vhodn\u011b zvolen\u00e9 komplement\u00e1rn\u00ed v\u00fdrobky<\/h4>\n<p><strong>O \u00fa\u010dinnosti doporu\u010den\u00ed rozhoduje p\u0159edev\u0161\u00edm strategie prodeje.<\/strong> Obecnou chybou\u00a0je doporu\u010dov\u00e1n\u00ed podobn\u00fdch produkt\u016f. Nap\u0159\u00edklad: z\u00e1kazn\u00edk se rozhodl pro koupi notebooku. P\u0159ech\u00e1z\u00ed do ko\u0161\u00edku, aby dokon\u010dil transakci, a zde jsou mu doporu\u010deny dal\u0161\u00ed modely. Doporu\u010den\u00ed p\u0159in\u00e1\u0161\u00ed opa\u010dn\u00fd v\u00fdsledek ne\u017e ten \u017e\u00e1douc\u00ed: dezorientuje kupuj\u00edc\u00edho. Kupuj\u00edc\u00ed opou\u0161t\u00ed ko\u0161\u00edk a znova za\u010d\u00edn\u00e1 proces vyhled\u00e1v\u00e1n\u00ed vhodn\u00e9ho v\u00fdrobku.<\/p>\n<p>Jak to ud\u011blat spr\u00e1vn\u011b? <strong>Nej\u00fa\u010dinn\u011bj\u0161\u00ed strategii je cross-sell!<\/strong> Navrhni komplement\u00e1rn\u00ed v\u00fdrobky, kter\u00e9 budou tvo\u0159it dopln\u011bn\u00ed v\u00fdrobku v ko\u0161\u00edku. Doporu\u010d po\u010d\u00edta\u010dovou my\u0161 nebo p\u0159ehoz na obrazovku a z\u00e1kazn\u00edk m\u00edsto toho, aby koupil\u00a0jeden v\u00fdrobek &#8211; koup\u00ed celou sadu. Nav\u00edc doporu\u010den\u00ed by m\u011bla b\u00fdt dynamick\u00e1, tj. bleskov\u011b\u00a0p\u0159izp\u016fsobit sv\u016fj obsah ke zm\u011bn\u00e1m obsahu ko\u0161\u00edku.<\/p>\n<h4 id=\"produkty-nieznacznie-zwikszajce-warto-zamwienia\" class=\"intercom-align-left\" data-post-processed=\"true\">V\u00fdrobky m\u00edrn\u011b zvy\u0161uj\u00edc\u00ed hodnotu objedn\u00e1vky<\/h4>\n<p class=\"intercom-align-left\">Kdy z\u00e1kazn\u00edk p\u0159ech\u00e1z\u00ed do ko\u0161\u00edku, sm\u011b\u0159uje k ukon\u010den\u00ed n\u00e1kupn\u00edho procesu. Nen\u00ed vhodn\u00e9 mu doporu\u010dovat v\u00fdrobky, kter\u00fdch zakoupen\u00ed je spojeno s velk\u00fdm v\u00fddajem. Doporu\u010duj pouze levn\u011bj\u0161\u00ed v\u00fdrobky ne\u017e ten ji\u017e obsa\u017een\u00fd v ko\u0161\u00edku. Z\u00e1kazn\u00edk se r\u00e1d rozhodne pro n\u00e1kup, pokud uvid\u00ed funk\u010dn\u00ed v\u00fdrobek za niskou cenu. Vra\u0165me se je\u0161t\u011b jednou k p\u0159\u00edkladu notebooku. Pokud v posledn\u00ed etap\u011b prodeje budou doporu\u010deny ut\u011brky na obrazovku, z\u00e1kazn\u00edk si je ur\u010dit\u011b koup\u00ed, jeliko\u017e:<\/p>\n<ul>\n<li>tak m\u00e1lo stoj\u00ed,<\/li>\n<li>uv\u011bdomuje si pot\u0159ebu, kterou je spr\u00e1vn\u00e1 p\u00e9\u010de o nov\u00fd p\u0159\u00edr\u016fstek.<\/li>\n<\/ul>\n<p>V ko\u0161\u00edku nakonec p\u0159ist\u00e1vaj\u00ed dva v\u00fdrobky.<\/p>\n<h4 id=\"konwersja-w-obszarze-koszyka\" class=\"intercom-align-left\" data-post-processed=\"true\">Konverze v oblasti ko\u0161\u00edku<\/h4>\n<p>Pamatuj, \u017ee se Tv\u016fj z\u00e1kazn\u00edk nach\u00e1z\u00ed ji\u017e v posledn\u00ed etap\u011b n\u00e1kupn\u00edho procesu. Nem\u011bl bys ho proto\u00a0od n\u011bho odv\u00e1d\u011bt. To v\u0161ak nevylu\u010duje dodate\u010dn\u00fd prodej! Jak vz\u00e1jemn\u011b spojit tyto dv\u011b kl\u00ed\u010dov\u00e9\u00a0ot\u00e1zky? V\u00fdrobek z r\u00e1me\u010dku doporu\u010den\u00ed, by m\u011bl po klinut\u00ed automaticky p\u0159ist\u00e1t v ko\u0161\u00edku. P\u0159esm\u011brov\u00e1n\u00ed na str\u00e1nku v\u00fdrobku je v tomto\u00a0p\u0159\u00edpad\u011b zbyte\u010dnou aktivitou nav\u00edc. Zjednodu\u0161en\u00ed a zkr\u00e1cen\u00ed procesu prov\u00e1d\u011bn\u00ed n\u00e1kupu\u00a0je recept na vy\u0161\u0161\u00ed prodej. Tv\u016fj z\u00e1kazn\u00edk ur\u010dit\u011b docen\u00ed takov\u00e1 uleh\u010den\u00ed!<\/p>\n<h4 id=\"rekomendacje-tylko-na-stronie-podsumowania-zamwienia\" class=\"intercom-align-left\" data-post-processed=\"true\">Doporu\u010den\u00ed pouze na str\u00e1nce shrnut\u00ed objedn\u00e1vky<\/h4>\n<p class=\"intercom-align-left\">Od p\u0159echodu do ko\u0161\u00edku k dokon\u010den\u00ed transakce d\u011bl\u00ed u\u017eivatele dva kroky:<\/p>\n<ul>\n<li>shrnut\u00ed objedn\u00e1vky,<\/li>\n<li>platba.<\/li>\n<\/ul>\n<p class=\"intercom-align-left\">Kl\u00ed\u010dovou ot\u00e1zkou je to, kde zobraz\u00ed\u0161 n\u00e1vrhy v\u00fdrobk\u016f. Je vhodn\u00e9 nab\u00eddnout dopl\u0148uj\u00edc\u00ed p\u0159\u00edslu\u0161enstv\u00ed z\u00e1kazn\u00edkovi, kter\u00fd jde ke kase. Pokud v\u0161ak ji\u017e dr\u017e\u00ed v ruce kreditn\u00ed kartuje ji\u017e na to pozd\u011b. Pravidlo je n\u00e1sleduj\u00edc\u00ed: ano pro doporu\u010den\u00ed na str\u00e1nce se shrnut\u00edm, ne pro doporu\u010den\u00ed na etap\u011b platby.<\/p>\n<h4 id=\"podsumowanie\" class=\"intercom-align-left\" data-post-processed=\"true\">Stru\u010dn\u011b \u0159e\u010deno&#8230;<\/h4>\n<ul>\n<li>strategie: v oblasti ko\u0161\u00edku pou\u017e\u00edvej cross-selling, tedy doporu\u010duj komplement\u00e1rn\u00ed v\u00fdrobky;<\/li>\n<li>cena: doporu\u010dovan\u00e9 v\u00fdrobky by m\u011bly b\u00fdt levn\u011bj\u0161\u00ed ne\u017e ty obsa\u017een\u00e9 v ko\u0161\u00edku;<\/li>\n<li>m\u00edsto: doporu\u010den\u00ed pou\u017e\u00edvej na str\u00e1nce se shrnut\u00edm objedn\u00e1vky;<\/li>\n<li>technologie: pou\u017e\u00edvej pouze dynamick\u00e1 doporu\u010den\u00ed;<\/li>\n<li>jednoduch\u00e9 \u0159e\u0161en\u00ed: proveden\u00ed dal\u0161\u00edho n\u00e1kupu by m\u011blo prob\u00edhat bez nutnosti opustit ko\u0161\u00edk.<\/li>\n<\/ul>\n","protected":false},"excerpt":{"rendered":"<p>Jak vyu\u017e\u00edt str\u00e1nku ko\u0161\u00edku aneb personalizace na konci n\u00e1kupn\u00edho procesu<\/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-6750","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\/6750","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=6750"}],"version-history":[{"count":0,"href":"https:\/\/blog.quarticon.com\/cz\/wp-json\/wp\/v2\/posts\/6750\/revisions"}],"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=6750"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/blog.quarticon.com\/cz\/wp-json\/wp\/v2\/categories?post=6750"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/blog.quarticon.com\/cz\/wp-json\/wp\/v2\/tags?post=6750"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}