Na prvn\u00ed pohled se zd\u00e1, \u017ee pop-upy byly stvo\u0159eny s jedn\u00edm c\u00edlem: aby je co nejrychleji zav\u0159\u00edt. Nen\u00ed v\u0161ak pochyb o tom, \u017ee pop-up, to znamen\u00e1 hl\u00e1\u0161en\u00ed v podob\u011b objevuj\u00edc\u00edho se ok\u00e9nka, velmi \u00fasp\u011b\u0161n\u011b p\u0159itahuje pozornost. O tom, zda na\u0161tve n\u00e1v\u0161t\u011bvn\u00edka nebo ho povzbud\u00ed, aby ud\u011blal dal\u0161\u00ed krok, rozhoduje jeho obsah. Posta\u010d\u00ed \u0161ikovn\u011b p\u0159izp\u016fsobit obsah hl\u00e1\u0161en\u00ed. Dneska se pod\u00edv\u00e1me zbl\u00edzka na pop-up, tzn. nejv\u00edce kontroverzn\u00ed formu reklamy v s\u00edti. Zjisti, kter\u00fd z nich je kl\u00ed\u010dov\u00fdm n\u00e1strojem v e-commerce a zv\u011bt\u0161i konverzi a\u017e o 44%.<\/p>\n
Za prv\u00e9 je se nutno zbavit ve\u0161ker\u00fdch asociac\u00ed\u00a0a p\u0159estat se d\u00edvat na pop-up pouze jako na agresivn\u00ed reklamu. P\u0159ece jsou \u00fasp\u011b\u0161n\u011b vyu\u017e\u00edv\u00e1ny nejlep\u0161\u00edmi internetov\u00fdmi prodejci. Pop-up je pouze\u00a0forma! Neznamen\u00e1 nic v\u00edc ne\u017e \u2018vyskakuj\u00edc\u00ed ok\u00e9nko\u2019. Nejd\u016fle\u017eit\u011bj\u0161\u00ed je obsah hl\u00e1\u0161en\u00ed, kter\u00fd by m\u011bl b\u00fdt vhodn\u011b p\u0159izp\u016fsoben\u00fd preferenc\u00edm individu\u00e1ln\u00edho u\u017eivatele. Dobr\u00fd po-up je takov\u00fd, kter\u00fd zvy\u0161uje anga\u017eovanost z\u00e1kazn\u00edka a je zobrazov\u00e1n na m\u00edst\u011b, kter\u00e9 zaru\u010duje maxim\u00e1ln\u00ed \u00fa\u010dinnost. Tak\u017ee nakonec p\u0159inese zisk pro Tv\u00e9 podnik\u00e1n\u00ed. Co to p\u0159esn\u011b znamen\u00e1 a jak\u00e9 dodate\u010dn\u00e9 podm\u00ednky mus\u00ed spl\u0148ovat?<\/p>\n
Obsah ok\u00e9nka pop-up by m\u011bl b\u00fdt definov\u00e1n na z\u00e1klad\u011b chov\u00e1n\u00ed se n\u00e1v\u0161t\u011bvn\u00edka a ide\u00e1ln\u011b p\u0159izp\u016fsoben jeho z\u00e1jm\u016fm. Pouze tehdy si z\u00e1kazn\u00edk p\u0159e\u010dte zobrazenou informaci do konce m\u00edsto toho, aby hledal k\u0159\u00ed\u017eek v prav\u00e9m horn\u00edm rohu. V praxi to znamen\u00e1, \u017ee\u00a0ka\u017ed\u00fd u\u017eivatel by m\u011bl uvid\u011bt jinou verzi p\u0159izp\u016fsobenou p\u0159esn\u011b tomu, co si prohl\u00ed\u017eel na str\u00e1nce.\u00a0Personalizovan\u00e1 doporu\u010den\u00ed na pop-up jsou v sou\u010dasn\u00e9 dob\u011b jednou z nej\u00fa\u010dinn\u011bj\u0161\u00edch metod prezentov\u00e1n\u00ed n\u00e1vrh\u016f v\u00fdrobk\u016f. Mus\u00ed v\u0161ak b\u00fdt\u00a0zobrazeny v jednom jedin\u00e9m, strategick\u00e9m okam\u017eiku, o \u010dem\u017e je \u0159e\u010d n\u00ed\u017ee.<\/p>\n
Kl\u00ed\u010dovou ot\u00e1zkou je to, kdy se pop-up objev\u00ed na str\u00e1nce. V e-commerce se nejl\u00e9pe osv\u011bd\u010duj\u00ed doporu\u010den\u00ed zobrazovan\u00e1 ihned po p\u0159id\u00e1n\u00ed\u00a0v\u00fdrobku do ko\u0161\u00edku. Z\u00e1kazn\u00edk je tehdy maxim\u00e1ln\u011b zapojen\u00fd do n\u00e1kupn\u00edho procesu a navrhovan\u00e9 v\u00fdrobky tvo\u0159\u00ed dodate\u010dn\u00fd impuls.\u00a0M\u00edsto nudn\u00e9ho textu potvrzuj\u00edc\u00ed p\u0159id\u00e1n\u00ed v\u00fdrobku\u00a0do ko\u0161\u00edku, z\u00e1kazn\u00edk uvid\u00ed p\u0159\u00edslu\u0161enstv\u00ed dopl\u0148uj\u00edc\u00ed vybran\u00e9 zbo\u017e\u00ed. Umo\u017e\u0148uje mu to objevit\u00a0komplement\u00e1rn\u00ed v\u00fdrobky (cross-selling), bez nutnosti podnikat dodate\u010dn\u00e9 kroky.\u00a0Je to za prv\u00e9 pohodln\u00e9 pro u\u017eivatele: personalizovan\u00e1 nab\u00eddka, maxim\u00e1ln\u011b zkr\u00e1cen\u00e1\u00a0doba vyhled\u00e1v\u00e1n\u00ed. Za druh\u00e9 je to dobr\u00e9 pro Tv\u00e9 podnik\u00e1n\u00ed: vy\u0161\u0161\u00ed konverze a v\u011bt\u0161\u00ed prodej.<\/p>\n
D\u0159\u00edve jsme se ji\u017e zm\u00ednili o strategii cross-sell, tedy doporu\u010dov\u00e1n\u00ed dopl\u0148uj\u00edc\u00edch v\u00fdrobk\u016f. To pr\u00e1v\u011b tato taktika dosahuje nejlep\u0161\u00edch\u00a0v\u00fdsledk\u016f. Je d\u016fle\u017eit\u00e9, aby nab\u00eddky zahrnovaly pouze v\u00fdrobky levn\u011bj\u0161\u00ed od toho,\u00a0kter\u00fd se nach\u00e1z\u00ed v ko\u0161\u00edku a pouze nepatrn\u011b navy\u0161ovaly hodnotu ko\u0161\u00edku. Vhodn\u011b zvolen\u00e9\u00a0komplement\u00e1rn\u00ed v\u00fdrobky – nebudou dezorientovat – a povzbud\u00ed z\u00e1kazn\u00edka k proveden\u00ed\u00a0dal\u0161\u00edho n\u00e1kupu.\u00a0Nap\u0159\u00edklad: z\u00e1kazn\u00edkovi, kter\u00fd vlo\u017eil do ko\u0161\u00edku boty na fotbal, budou zobrazeny chr\u00e1ni\u010de\u00a0a \u0161tulpny. Doporu\u010den\u00ed vyvol\u00e1vaj\u00ed pot\u0159ebu, z\u00e1kazn\u00edk si ji uv\u011bdomuje, a jeliko\u017e se celkov\u00e1 cena objedn\u00e1vky zv\u011bt\u0161\u00ed pouze nev\u00fdznamn\u011b, p\u0159id\u00e1v\u00e1 dal\u0161\u00ed v\u00fdrobek do ko\u0161\u00edku.<\/p>\n
Aby pop-up plnil sovu \u00falohu, m\u011blo by ho, krom\u011b hodnotn\u00e9ho obsahu, charakterizovat tak\u00e9 p\u0159\u00edzniv\u00e9 rozhran\u00ed. Je nutno respektovat rozhodnut\u00ed z\u00e1kazn\u00edk\u016f, kte\u0159\u00ed nejsou rozhodnut\u00ed pro dodate\u010dn\u00fd n\u00e1kup a pamatovat na viditeln\u00fd k\u0159\u00ed\u017eek umo\u017e\u0148uj\u00edc\u00ed zav\u0159\u00edt okno.\u00a0Krom\u011b toho by ok\u00e9nko m\u011blo b\u00fdt zcela p\u0159izp\u016fsoben\u00e9 vzhledu str\u00e1nky a tvo\u0159it jej\u00ed ned\u00edlnou \u010d\u00e1st. Zde se osv\u011bd\u010d\u00ed pouze nativn\u00ed r\u00e1me\u010dky. Pak pop-up nebude vn\u00edm\u00e1n jako reklama, ale dodate\u010dn\u00e1, pomocn\u00e1 funkce str\u00e1nky.<\/p>\n
Inteligentn\u00ed ok\u00fdnko, kter\u00e9 stoj\u00ed za to pou\u017e\u00edt v internetov\u00e9m obchod\u011b – jak\u00e9 podm\u00ednky mus\u00ed b\u00fdt spln\u011bny, aby bylo efektivn\u00ed?<\/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-6898","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\/6898","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=6898"}],"version-history":[{"count":0,"href":"https:\/\/blog.quarticon.com\/cz\/wp-json\/wp\/v2\/posts\/6898\/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=6898"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/blog.quarticon.com\/cz\/wp-json\/wp\/v2\/categories?post=6898"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/blog.quarticon.com\/cz\/wp-json\/wp\/v2\/tags?post=6898"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}