{"id":8615,"date":"2019-10-28T15:04:52","date_gmt":"2019-10-28T14:04:52","guid":{"rendered":"https:\/\/server828971.nazwa.pl\/wordpress\/wpn_quarticon2\/?post_type=uniwersytet_ecommerc&p=8615"},"modified":"2019-10-28T15:04:52","modified_gmt":"2019-10-28T14:04:52","slug":"10-chyb-ktere-delaji-internetove-obchody","status":"publish","type":"post","link":"https:\/\/blog.quarticon.com\/cz\/10-chyb-ktere-delaji-internetove-obchody\/","title":{"rendered":"10 chyb, kter\u00e9 d\u011blaj\u00ed internetov\u00e9 obchody"},"content":{"rendered":"

Podle zpr\u00e1vy spole\u010dnosti Bisnode zve\u0159ejn\u011bn\u00e9 letos v\u00a0lednu po\u010det internetov\u00fdch obchod\u016f v\u00a0Polsku vzrostl v\u00a0letech 2013\u20132017 z 21,7 na 29,1 tis\u00edc. V\u00edce ne\u017e 80 % v\u0161ech registrovan\u00fdch subjekt\u016f se na trhu neudr\u017e\u00ed d\u00e9le ne\u017e 2\u20133 roky. Pro\u010d n\u011bkter\u00e9 obchody dok\u00e1\u017e\u00ed udr\u017eet vysokou m\u00edru konverze a z jin\u00fdch z\u00e1kazn\u00edci ut\u00edkaj\u00ed p\u0159ed dokon\u010den\u00edm transakce? Pod\u00edvejme se na nej\u010dast\u011bj\u0161\u00ed chyby e-shop\u016f.<\/span><\/p>\n

Mezi hlavn\u00ed d\u016fvody, pro\u010d spot\u0159ebitel\u00e9 r\u00e1di nakupuj\u00ed na internetu pat\u0159\u00ed: dostupnost 24 hodin denn\u011b, \u0161ir\u0161\u00ed nab\u00eddka zbo\u017e\u00ed a mo\u017enost srovn\u00e1n\u00ed cen. \u0158ada v\u011bc\u00ed v\u0161ak e-spot\u0159ebitele od dokon\u010den\u00ed objedn\u00e1vky odrad\u00ed. N\u00ed\u017ee uv\u00e1d\u00edme 10 nej\u010dast\u011bj\u0161\u00edch chyb, kv\u016fli kter\u00fdm internetov\u00e9 obchody p\u0159ich\u00e1zej\u00ed o z\u00e1kazn\u00edky. Ujist\u011bte se, \u017ee k\u00a0nim nepat\u0159\u00edte!\u00a0<\/span><\/p>\n

    \n
  1. Neintuitivn\u00ed navigace<\/strong><\/li>\n<\/ol>\n

    \u0160irok\u00e1 nab\u00eddka a zaj\u00edmav\u00e9 ceny k dosa\u017een\u00ed \u00fasp\u011bchu nesta\u010d\u00ed. Aby v\u00e1m potenci\u00e1ln\u00ed z\u00e1kazn\u00edci mohli d\u016fv\u011b\u0159ovat, pot\u0159ebuj\u00ed rychl\u00e9 a intuitivn\u00ed str\u00e1nky. Typickou a ve v\u00fdsledc\u00edch n\u00e1kladnou chybou je nekonzistentn\u00ed navigace v online obchod\u011b. Kupuj\u00edc\u00ed, kter\u00fd se ztr\u00e1c\u00ed ve zm\u011bti nelogicky nazvan\u00fdch a um\u00edst\u011bn\u00fdch kategori\u00ed zbo\u017e\u00ed a podstr\u00e1nek, velmi rychle str\u00e1nky opust\u00ed. Pro\u010d? Proto\u017ee nebude schopen naj\u00edt, co hled\u00e1. Dob\u0159e navr\u017een\u00fd internetov\u00fd obchod pozn\u00e1me tak, \u017ee z\u00e1kazn\u00edk bude schopen dokon\u010dit n\u00e1kup na t\u0159\u00ed kliknut\u00ed.\u00a0<\/span><\/p>\n

    Jak vylep\u0161it navigaci v e-shopu?<\/span><\/p>\n

    Pe\u010dujte p\u0159edev\u0161\u00edm o logick\u00e9 souvislosti mezi kategoriemi zbo\u017e\u00ed. P\u0159i vytv\u00e1\u0159en\u00ed struktury berte v \u00favahu pohled z\u00e1kazn\u00edka. P\u0159em\u00fd\u0161lejte, jak dan\u00e9 zbo\u017e\u00ed m\u016f\u017ee naj\u00edt. Ur\u010dit\u011b mu hodn\u011b pomohou \u201ebreadcrumbs\u201d, tedy \u201edrobe\u010dky\u201d, kter\u00e9 podporuj\u00ed navigaci na webov\u00fdch str\u00e1nk\u00e1ch t\u00edm, \u017ee u\u017eivatel\u016fm umo\u017e\u0148uj\u00ed sledovat aktu\u00e1ln\u00ed um\u00edst\u011bn\u00ed jednotliv\u00fdch \u010d\u00e1st\u00ed str\u00e1nek.<\/span><\/p>\n

      \n
    1. Nedokon\u010den\u00fd vyhled\u00e1va\u010d\u00a0<\/strong><\/li>\n<\/ol>\n

      Podobn\u011b d\u016fle\u017eitou roli jako navigace m\u00e1 v\u00a0e-shopu vyhled\u00e1va\u010d. Vyhled\u00e1va\u010d mus\u00ed b\u00fdt dob\u0159e viditeln\u00fd a mus\u00ed um\u011bt spr\u00e1vn\u011b sp\u00e1rovat v\u00fdsledky a na\u0161ept\u00e1vat slova, kter\u00e1 by n\u00e1v\u0161t\u011bvn\u00edk mohl hledat.\u00a0<\/span><\/p>\n

      Dnes je ji\u017e standardem rozezn\u00e1vat potenci\u00e1ln\u00ed chyby a p\u0159eklepy. Pokud takov\u00e9 prvky chyb\u00ed, m\u016f\u017eete t\u00edm z\u00e1kazn\u00edka snadno odradit. V\u011bnujte pozornost tak\u00e9 syst\u00e9mu filtrov\u00e1n\u00ed a se\u0159azen\u00ed zbo\u017e\u00ed.<\/span><\/p>\n

      Pokud z\u00e1kazn\u00edk hled\u00e1 konkr\u00e9tn\u00ed produkt, je v\u00edce ne\u017e pravd\u011bpodobn\u00e9, \u017ee hned po vstupu na str\u00e1nky internetov\u00e9ho obchodu bude cht\u00edt vyu\u017e\u00edt vyhled\u00e1va\u010d. Pokud bude spr\u00e1vn\u011b nastaven, ur\u010dit\u011b bude pro v\u00e1\u0161 e-shop velk\u00fdm p\u0159\u00ednosem. Nav\u00edc anal\u00fdza vyhled\u00e1van\u00fdch hesel je cenn\u00fdm zdrojem informac\u00ed. Z\u00e1kazn\u00edci v\u00e1m sami pov\u00ed, co hledaj\u00ed. To se hod\u00ed, ne?<\/span><\/p>\n

        \n
      1. Chyb\u011bj\u00edc\u00ed recenze ostatn\u00edch z\u00e1kazn\u00edk\u016f<\/strong><\/li>\n<\/ol>\n

        D\u016fle\u017eit\u00fdm faktorem p\u0159i rozhodov\u00e1n\u00ed jsou n\u00e1zory a recenze ostatn\u00edch z\u00e1kazn\u00edk\u016f. Pokud \u017e\u00e1dn\u00e9 tak zvan\u00e9 \u201esocial proof\u201d \u2013 tedy d\u016fkaz obecn\u00e9 pravdy \u2013 nem\u00e1te, je to velk\u00e1 chyba, za kterou obchody plat\u00ed ztr\u00e1tou potenci\u00e1ln\u00edch z\u00e1kazn\u00edk\u016f.\u00a0<\/span><\/p>\n

        Pokud chcete, aby v\u00e1m z\u00e1kazn\u00edci v\u011b\u0159ili a pova\u017eovali v\u00e1s za d\u016fv\u011bryhodn\u00e9ho partnera, uka\u017ete jim pozitivn\u00ed recenze lid\u00ed, kte\u0159\u00ed u\u017e va\u0161e zbo\u017e\u00ed \u010di slu\u017eby vyu\u017eili. K\u00a0nav\u00fd\u0161en\u00ed prodej\u016f pomohou tak\u00e9 case studies, tedy p\u0159\u00edpadov\u00e9 studie, loga partner\u016f na str\u00e1nk\u00e1ch, \u201echluben\u00ed se\u201c r\u016fzn\u00fdmi ocen\u011bn\u00edmi nebo zobrazov\u00e1n\u00ed po\u010dtu fanou\u0161k\u016f na soci\u00e1ln\u00edch s\u00edt\u00edch.<\/span><\/p>\n

          \n
        1. Registrace p\u0159ed vytvo\u0159en\u00edm objedn\u00e1vky<\/strong><\/li>\n<\/ol>\n

          Lid\u00e9 miluj\u00ed online n\u00e1kupy kv\u016fli \u010dasov\u00e9 \u00faspo\u0159e. Registrace a s\u00a0n\u00ed spojen\u00e9 vypl\u0148ov\u00e1n\u00ed dlouh\u00fdch formul\u00e1\u0159\u016f je od dokon\u010den\u00ed objedn\u00e1vky m\u016f\u017ee opravdu odradit.<\/span><\/p>\n

          Mnoho kupuj\u00edc\u00edch ani nechce uv\u00e1d\u011bt sv\u00e9 \u00fadaje, proto\u017ee se ob\u00e1v\u00e1 necht\u011bn\u00e9ho spamu. Jak celou situaci vy\u0159e\u0161it? M\u00edsto povinn\u00e9 registrace umo\u017en\u011bte z\u00e1kazn\u00edk\u016fm vytvo\u0159it objedn\u00e1vku bez zakl\u00e1d\u00e1n\u00ed u\u017eivatelsk\u00e9ho \u00fa\u010dtu. \u0158ekn\u011bte jim v\u0161ak, jak\u00e9 jsou v\u00fdhody z\u0159\u00edzen\u00ed vlastn\u00edho \u00fa\u010dtu \u2013 rychl\u00fd p\u0159ehled objedn\u00e1vek, sledov\u00e1n\u00ed bal\u00edku apod.<\/span><\/p>\n

            \n
          1. Nekvalitn\u00ed popisky a fotky\u00a0<\/strong><\/li>\n<\/ol>\n

            Z\u00e1kazn\u00edci internetov\u00e9ho obchodu nemaj\u00ed mo\u017enost si zbo\u017e\u00ed prohl\u00e9dnout a osahat. Jsou odk\u00e1z\u00e1n\u00ed v\u00fdhradn\u011b na fotky a popisky, a proto je t\u0159eba m\u00edt je propracovan\u00e9 do nejmen\u0161\u00edho detailu.\u00a0<\/span><\/p>\n

            P\u0159\u00edli\u0161 obecn\u00e9 popisky a nekvalitn\u00ed fotografie jsou ne\u0161varem mnoha e-shop\u016f. Pokud v\u00a0boji o z\u00e1kazn\u00edka chcete m\u00edt navrch, v\u011bnujte pozornost slovn\u00ed i vizu\u00e1ln\u00ed str\u00e1nce.<\/span><\/p>\n

              \n
            1. Slo\u017eit\u00fd proces vytv\u00e1\u0159en\u00ed objedn\u00e1vek<\/strong><\/li>\n<\/ol>\n

              Mezi hlavn\u00ed v\u00fdhody online n\u00e1kup\u016f pat\u0159\u00ed rychlost a pohodl\u00ed. P\u0159esto se v mnoha obchodech st\u00e1le setk\u00e1v\u00e1me se slo\u017eit\u00fdmi procesy p\u0159i vytv\u00e1\u0159en\u00ed objedn\u00e1vek, kter\u00e9 potenci\u00e1ln\u00edho z\u00e1kazn\u00edka mohou od n\u00e1kup\u016f odradit. \u010c\u00edm m\u00e9n\u011b krok\u016f k\u00a0finalizaci transakce, t\u00edm l\u00e9pe.\u00a0<\/span><\/p>\n

              Jedn\u00edm ze standardu je dnes jednoduch\u00fd jednostr\u00e1nkov\u00fd formul\u00e1\u0159, kter\u00fd vy\u017eaduje jen z\u00e1kladn\u00ed \u00fadaje nezbytn\u00e9 pro doru\u010den\u00ed z\u00e1silky. D\u00edky n\u011bmu nebudou kupuj\u00edc\u00ed dezorientov\u00e1ni a svou n\u00e1kupn\u00ed zku\u0161enost budou vn\u00edmat pozitivn\u011b.<\/span><\/p>\n

                \n
              1. Vysok\u00e9 ceny po\u0161tovn\u00e9ho a omezen\u00e9 platebn\u00ed metody<\/strong><\/li>\n<\/ol>\n

                Dal\u0161\u00edm d\u016fvodem, pro\u010d z\u00e1kazn\u00edci odkl\u00e1daj\u00ed sv\u00e9 n\u00e1kupn\u00ed ko\u0161\u00edky, jsou vysok\u00e9 ceny po\u0161tovn\u00e9ho. Pokud chcete zv\u00fd\u0161it \u00fa\u010dinnost prodeje, nab\u00eddn\u011bte v\u00edce mo\u017enost\u00ed doru\u010den\u00ed.\u00a0<\/span><\/p>\n

                Lidem, kte\u0159\u00ed sv\u00e9 zbo\u017e\u00ed cht\u011bj\u00ed rychle, nab\u00eddn\u011bte levn\u011bj\u0161\u00ed po\u0161tovn\u00e9. Vy\u0161\u0161\u00ed cenu ocen\u00ed z\u00e1kazn\u00edci, kte\u0159\u00ed cht\u011bj\u00ed dostat zbo\u017e\u00ed v po\u0159\u00e1dku.\u00a0<\/span><\/p>\n

                Krom\u011b drah\u00e9ho po\u0161tovn\u00e9ho mohou b\u00fdt d\u016fvodem odlo\u017een\u00ed ko\u0161\u00edku omezen\u00e9 platebn\u00ed metody. I zde by m\u011bl m\u00edt z\u00e1kazn\u00edk na v\u00fdb\u011br z n\u011bkolika mo\u017enost\u00ed \u2013 od tradi\u010dn\u00edch p\u0159evod\u016f na \u00fa\u010det, p\u0159es internetov\u00e9 platebn\u00ed servisy a\u017e po dob\u00edrku.\u00a0<\/span><\/p>\n

                  \n
                1. Ned\u016fv\u011bryhodn\u00fd internetov\u00fd obchod<\/strong><\/li>\n<\/ol>\n

                  D\u00edky obrovsk\u00e9mu mno\u017estv\u00ed e-shop\u016f stoj\u00ed jejich majitel\u00e9 p\u0159ed v\u00fdzvou, jak z\u00edskat d\u016fv\u011bru spot\u0159ebitel\u016f. V\u00fdznamnou roli zde hraj\u00ed nejen n\u00e1zory z\u00e1kazn\u00edk\u016f, ale tak\u00e9 z\u00e1lo\u017eka v\u011bnovan\u00e1 firm\u011b s\u00a0informacemi o historii nebo \u00fasp\u011b\u0161\u00edch v oboru.\u00a0<\/span><\/p>\n

                  D\u016fv\u011bryhodnost obchodu se vyplat\u00ed budovat i po technick\u00e9 str\u00e1nce. Webov\u00e9 str\u00e1nky by m\u011bly b\u00fdt zabezpe\u010deny speci\u00e1ln\u00edmi certifik\u00e1ty SSL, kter\u00e9 potvrzuj\u00ed, \u017ee p\u0159ipojen\u00ed mezi prohl\u00ed\u017ee\u010dem u\u017eivatele a serverem e-shopu je bezpe\u010dn\u00e9.\u00a0<\/span><\/p>\n

                    \n
                  1. \u0160patn\u00e1 politika vr\u00e1cen\u00ed zbo\u017e\u00ed<\/strong><\/li>\n<\/ol>\n

                    Mnoho u\u017eivatel\u016f na internetu nenakupuje z obavy, \u017ee objednan\u00e9 zbo\u017e\u00ed nebude spl\u0148ovat jejich o\u010dek\u00e1v\u00e1n\u00ed. Pr\u00e1v\u011b pro n\u011b by m\u011bl fungovat jednoduch\u00fd a p\u0159ehledn\u00fd syst\u00e9m pro vr\u00e1cen\u00ed zbo\u017e\u00ed.\u00a0<\/span><\/p>\n

                    Pokud nen\u00ed mo\u017enost rychl\u00e9ho a snadn\u00e9ho odstoupen\u00ed od smlouvy, na kter\u00e9 ve 14denn\u00ed lh\u016ft\u011b maj\u00ed spot\u0159ebitel\u00e9 ze z\u00e1kona n\u00e1rok, nen\u00ed to pro obchod v\u00fdhodn\u00e9. Podm\u00ednky pro vr\u00e1cen\u00ed zbo\u017e\u00ed se vyplat\u00ed uv\u00e9st nejen ve speci\u00e1ln\u00ed z\u00e1lo\u017ece dostupn\u00e9 z hlavn\u00ed str\u00e1nky, ale tak\u00e9 p\u0159\u00edmo na str\u00e1nce produktu.<\/span><\/p>\n

                      \n
                    1. Chyb\u011bj\u00edc\u00ed mobiln\u00ed verze obchodu<\/strong><\/li>\n<\/ol>\n

                      Ka\u017ed\u00fdm rokem p\u0159ib\u00fdv\u00e1 u\u017eivatel\u016f, kte\u0159\u00ed nakupuj\u00ed prost\u0159ednictv\u00edm chytr\u00e9ho telefonu nebo tabletu. Aby obchody vyhov\u011bly pot\u0159eb\u00e1m spot\u0159ebitel\u016f, pot\u0159ebuj\u00ed m\u00edt responsivn\u00ed verzi e-shopu, tedy takovou, kter\u00e1 se sv\u00fdm vzhledem a obsahem p\u0159izp\u016fsob\u00ed za\u0159\u00edzen\u00ed, na kter\u00e9m se pr\u00e1v\u011b zobrazuje. Spot\u0159ebitel\u00e9 cht\u011bj\u00ed mobiln\u00ed verzi, kter\u00e1 se rychle na\u010d\u00edt\u00e1, p\u0159esto mnoho polsk\u00fdch e-shop\u016f nebere tyto po\u017eadavky v \u00favahu.<\/span><\/p>\n

                      Douf\u00e1me, \u017ee v\u00fd\u0161e uveden\u00e9 chyby se va\u0161eho internetov\u00e9ho obchodu net\u00fdkaj\u00ed. Pokud m\u00e1te pochybnosti, r\u00e1di je rozpr\u00e1\u0161\u00edme a ud\u011bl\u00e1me audit va\u0161eho e-commerce.<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"

                      Zjisti, pro\u010d n\u011bkter\u00e9 obchody udr\u017euj\u00ed vysokou \u00farove\u0148 konverze a v jin\u00fdch z\u00e1kazn\u00edci ut\u00edkaj\u00ed p\u0159ed dokon\u010den\u00edm transakc\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-8615","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\/8615","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=8615"}],"version-history":[{"count":0,"href":"https:\/\/blog.quarticon.com\/cz\/wp-json\/wp\/v2\/posts\/8615\/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=8615"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/blog.quarticon.com\/cz\/wp-json\/wp\/v2\/categories?post=8615"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/blog.quarticon.com\/cz\/wp-json\/wp\/v2\/tags?post=8615"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}