{"id":6877,"date":"2019-05-13T13:40:15","date_gmt":"2019-05-13T11:40:15","guid":{"rendered":"https:\/\/server828971.nazwa.pl\/wordpress\/wpn_quarticon2\/uniwersytet-ecommerce\/strategia-up-selling-czyli-jak-zarabiac-wiecej-na-jednym-produkcie\/"},"modified":"2019-05-13T13:40:15","modified_gmt":"2019-05-13T11:40:15","slug":"strategie-up-sell-neboli-jak-vydelavat-vice-na-jednom-vyrobku","status":"publish","type":"post","link":"https:\/\/blog.quarticon.com\/cz\/strategie-up-sell-neboli-jak-vydelavat-vice-na-jednom-vyrobku\/","title":{"rendered":"Strategie up-sell, neboli jak vyd\u011bl\u00e1vat v\u00edce na jednom v\u00fdrobku"},"content":{"rendered":"

Provozov\u00e1n\u00ed internetov\u00e9ho obchodu znamen\u00e1 mnohem v\u00edc ne\u017e jenom dopl\u0148ov\u00e1n\u00ed sortimentu a vy\u0159izov\u00e1n\u00ed objedn\u00e1vek.\u00a0Tv\u016fj online obchod u\u017e nen\u00ed obchodn\u00ed firmou, ale modern\u00ed technologickou platformou<\/strong>. Kl\u00ed\u010dem k \u00fasp\u011bchu je pochopen\u00ed, kter\u00e9 v\u00fdrobky zv\u011bt\u0161\u00ed schopnost dan\u00e9ho z\u00e1kazn\u00edka generovat v\u011bt\u0161\u00ed prodej. Je nutno d\u016fkladn\u011b analyzovat chov\u00e1n\u00ed z\u00e1kazn\u00edka a n\u00e1sledn\u011b zvolit vhodnou\u00a0strategii. Jednou z t\u011bchto strategi\u00ed je up-selling, neboli prodej dra\u017e\u0161\u00edho v\u00fdrobku s lep\u0161\u00edmi parametry. Ov\u011b\u0159 jak ji spr\u00e1vn\u011b vyu\u017eit, aby kupuj\u00edc\u00ed nechal ve Tv\u00e9 firm\u011b v\u00edc pen\u011bz ne\u017e zprvu p\u0159edpokl\u00e1dal.<\/p>\n

Upselling, neboli jak okam\u017eit\u011b vyd\u011bl\u00e1vat v\u00edce!<\/h3>\n

Upselling je v\u00fdjime\u010dn\u011b \u00fa\u010dinn\u00e1 technika, kter\u00e1 spo\u010d\u00edv\u00e1 v nab\u00eddnut\u00ed vylep\u0161en\u00ed nebo v\u00fdrobku vy\u0161\u0161\u00ed t\u0159\u00eddy ne\u017e ten, kter\u00fd chce z\u00e1kazn\u00edk koupit.\u00a0Nap\u0159\u00edklad:<\/strong> Z\u00e1kazn\u00edk si prohl\u00ed\u017e\u00ed televize. Mechanismus registruje, jak\u00e9 si prohl\u00ed\u017e\u00ed modely a jak\u00fdmi\u00a0kategoriemi se \u0159\u00edd\u00ed (parametry, cena). N\u00e1sledn\u011b\u00a0tyto \u00fadaje jsou efektivn\u011b vyu\u017e\u00edv\u00e1ny k nab\u00eddnut\u00ed mu personalizovan\u00fdch doporu\u010den\u00ed produkt\u016f,\u00a0kter\u00e9 pro n\u011bho tvo\u0159\u00ed dodate\u010dn\u00fd n\u00e1kupn\u00ed impuls.\u00a0Zobrazuj\u00ed se mu polo\u017eky o n\u011bco dra\u017e\u0161\u00ed, ale s lep\u0161\u00edmi vlastnostmi. Tohle je pr\u00e1v\u011b upselling.<\/p>\n

Zat\u00edmco po\u010det konkurence neust\u00e1le roste, reklamn\u00edho prostoru k vyu\u017eit\u00ed nep\u0159ib\u00fdv\u00e1. M\u00e1 to\u00a0za n\u00e1sledek v\u00fdznamn\u00fd n\u00e1r\u016fst n\u00e1klad\u016f na reklamn\u00ed kampan\u011b, kter\u00e9 se bezprost\u0159edn\u011b neprom\u00edtaj\u00ed\u00a0do n\u00e1r\u016fstu prodeje. Proto je tak d\u016fle\u017eit\u00e9, aby z\u00e1kazn\u00edk, kter\u00fd se u\u017e nach\u00e1z\u00ed na Tv\u00e9 str\u00e1nce, nechal na n\u00ed co mo\u017en\u00e1 nejv\u00edce pen\u011bz. Pom\u016f\u017ee n\u00e1m v tom spr\u00e1vn\u00e9 vyu\u017eit\u00ed upsellingov\u00fdch strategi\u00ed. Upselling negeneruje pouze vy\u0161\u0161\u00ed prodej, ale m\u00e1 tak\u00e9 vliv na spokojenost z\u00e1kazn\u00edka ze zakoupen\u00ed lep\u0161\u00edho v\u00fdrobku.<\/p>\n

Za prv\u00e9… doporu\u010den\u00ed na prav\u00e9 stran\u011b webu<\/h3>\n

Netajme to – pokud u\u017e chceme nab\u00eddnout z\u00e1kazn\u00edkovi dra\u017e\u0161\u00ed v\u00fdrobek, je nutno to ud\u011blat inteligentn\u011b. Um\u00edst\u011bn\u00ed doporu\u010den\u00ed z prav\u00e9 strany pr\u00e1v\u011b prohl\u00ed\u017een\u00e9ho v\u00fdrobku z\u00e1ru\u010d\u00ed to, \u017ee z\u00e1kazn\u00edk ho ur\u010dit\u011b uvid\u00ed. Vypl\u00fdv\u00e1 to z p\u0159irozen\u00e9ho mechanismu: \u010dteme v\u017edy zleva doprava. Po prohl\u00eddnut\u00ed si v\u00fdrobku se zrak automaticky zastav\u00ed na jeho prav\u00e9 stran\u011b.<\/p>\n

Co bychom tam m\u011bli um\u00edstit? Upsellingov\u00e9 polo\u017eky, kter\u00e9 zv\u011bt\u0161\u00ed na\u0161\u00ed \u0161anci na dra\u017e\u0161\u00ed prodej. Nav\u00edc takov\u00e9 um\u00edst\u011bn\u00ed zp\u016fsob\u00ed, \u017ee u\u017eivatel m\u00e1 pocit, jako kdyby mu neviditeln\u00fd poradce napov\u011bd\u011bl ide\u00e1ln\u011b zvolen\u00fd v\u00fdrobek. Z\u00e1kazn\u00edk pak reaguje na polo\u017eku v\u00fdrobku v\u00fdlu\u010dn\u011b jako na dal\u0161\u00ed katalogovou nab\u00eddku, kterou si m\u016f\u017ee nad\u00e1le prohl\u00ed\u017eet jedn\u00edm kliknut\u00edm my\u0161i.\u00a0Doporu\u010den\u00ed nen\u00ed vn\u00edm\u00e1no jako reklama a u\u017eivatel m\u00e1 mo\u017enost porovnat si doporu\u010den\u00e9 produkty s t\u011bmi aktu\u00e1ln\u011b zobrazen\u00fdmi. Takov\u00fd z\u00e1kazn\u00edk\u00a0si nakonec koup\u00ed dra\u017e\u0161\u00ed vrta\u010dku a jej\u00ed lep\u0161\u00ed parametry zp\u016fsob\u00ed pocit satisfakce.<\/p>\n

Za druh\u00e9… od nejdra\u017e\u0161\u00edho k nejlevn\u011bj\u0161\u00edmu v\u00fdrobku<\/h3>\n

Pokud se rozhodneme pro pou\u017eit\u00ed vodorovn\u00e9ho upsellingov\u00e9ho r\u00e1me\u010dku je ned\u016fle\u017eit\u011bj\u0161\u00ed spr\u00e1vn\u00e9 rozm\u00edst\u011bn\u00ed v\u00fdrobk\u016f. Sm\u011br \u010dten\u00ed zleva doprava se nevztahuje jenom na textov\u00fd obsah. Stejn\u00fdm
\nzp\u016fsobem bude z\u00e1kazn\u00edk \u010d\u00edst tv\u00e1 doporu\u010den\u00ed.\u00a0Ve spr\u00e1vn\u011b zkonstruovan\u00e9m r\u00e1me\u010dku pro doporu\u010den\u00ed jsou v\u00fdrobky uspo\u0159\u00e1d\u00e1ny od nejdra\u017e\u0161\u00edho\u00a0k nejlevn\u011bj\u0161\u00edmu. Prvn\u00ed polo\u017eky na lev\u00e9 stran\u011b p\u0159itahuj\u00ed nejv\u011bt\u0161\u00ed pozornost a jsou vn\u00edm\u00e1ny jako ty nejd\u016fle\u017eit\u011bj\u0161\u00ed.<\/p>\n

Stru\u010dn\u011b \u0159e\u010deno…<\/h4>\n

Upselling je technika spo\u010d\u00edvaj\u00edc\u00ed v prodeji dra\u017e\u0161\u00edch\u00a0v\u00fdrobk\u016f, kter\u00e1 – p\u0159i spr\u00e1vn\u00e9 konfiguraci – umo\u017e\u0148uje okam\u017eit\u011b vyd\u011bl\u00e1vat v\u00edce na ka\u017ed\u00e9 transakci.\u00a0Vyplat\u00ed se ji proto v\u011bnovat v\u011bt\u0161\u00ed pozornost, aby <\/strong>maximalizovat sv\u00e9 \u0161ance na v\u011bt\u0161\u00ed prodej.<\/strong><\/p>\n

Dv\u011b z\u00e1kladn\u00ed pravidla jsou:<\/p>\n

    \n
  • um\u00edstit doporu\u010den\u00ed na prav\u00e9 stran\u011b prohl\u00ed\u017een\u00e9ho v\u00fdrobku;<\/li>\n
  • \u0159azen\u00ed produktov\u00fdch polo\u017eek podle ceny, p\u0159i\u010dem\u017e um\u00edstit nejdra\u017e\u0161\u00ed v\u00fdrobek na lev\u00e9 stran\u011b r\u00e1me\u010dku.<\/li>\n<\/ul>\n","protected":false},"excerpt":{"rendered":"

    Jak spr\u00e1vn\u011b vyu\u017e\u00edt strategii up-selling, aby z\u00e1kazn\u00edk nechal v obchod\u011b v\u00edce pen\u011bz, ne\u017e p\u016fvodn\u011b m\u011bl v pl\u00e1nu?<\/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-6877","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\/6877","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=6877"}],"version-history":[{"count":0,"href":"https:\/\/blog.quarticon.com\/cz\/wp-json\/wp\/v2\/posts\/6877\/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=6877"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/blog.quarticon.com\/cz\/wp-json\/wp\/v2\/categories?post=6877"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/blog.quarticon.com\/cz\/wp-json\/wp\/v2\/tags?post=6877"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}