{"id":8627,"date":"2019-10-28T15:48:24","date_gmt":"2019-10-28T14:48:24","guid":{"rendered":"https:\/\/server828971.nazwa.pl\/wordpress\/wpn_quarticon2\/?post_type=uniwersytet_ecommerc&p=8627"},"modified":"2019-10-28T15:48:24","modified_gmt":"2019-10-28T14:48:24","slug":"ktere-kpi-quarticon-zlepsuje","status":"publish","type":"post","link":"https:\/\/blog.quarticon.com\/cz\/ktere-kpi-quarticon-zlepsuje\/","title":{"rendered":"Kter\u00e9 KPI Quarticon zlep\u0161uje?"},"content":{"rendered":"

Quarticon vyv\u00edj\u00ed syst\u00e9my pro podporu a personalizaci prodejn\u00edch proces\u016f, kter\u00e9 vyu\u017e\u00edvaj\u00ed um\u011blou inteligenci, syst\u00e9my e-mailov\u00e9ho marketingu a VoD. Tyto syst\u00e9my analyzuj\u00ed data, vytv\u00e1\u0159\u00ed individu\u00e1ln\u00ed n\u00e1kupn\u00ed profily z\u00e1kazn\u00edk\u016f a podle toho jim zobrazuj\u00ed personalizovanou nab\u00eddku v\u00a0re\u00e1ln\u00e9m \u010dase. Pom\u00e1haj\u00ed tak\u00e9 zlep\u0161it \u00fa\u010dinnost mailingov\u00fdch kampan\u00ed a prodlou\u017eit \u010das prohl\u00ed\u017een\u00ed vide\u00ed a\u017e o 15 %. Jak to m\u016f\u017ee ovlivnit fungov\u00e1n\u00ed internetov\u00fdch obchod\u016f? \u010ct\u011bte d\u00e1l!<\/strong><\/p>\n

Povzbu\u010fte z\u00e1kazn\u00edky, aby nakupovali!<\/strong><\/p>\n

    \n
  1. Internetov\u00fd obchod<\/strong><\/li>\n<\/ol>\n

    P\u0159edstavte si n\u00e1sleduj\u00edc\u00ed sc\u00e9n\u00e1\u0159 \u2013 z\u00e1kazn\u00edk si prohl\u00ed\u017e\u00ed nab\u00eddku va\u0161eho obchodu, d\u00edv\u00e1 se na zbo\u017e\u00ed, nav\u0161t\u00edv\u00ed dal\u0161\u00ed podstr\u00e1nky. N\u00e1\u0161 syst\u00e9m p\u0159itom shroma\u017e\u010fuje v\u0161echna data t\u00fdkaj\u00edc\u00ed se jeho chov\u00e1n\u00ed, analyzuje je a vol\u00ed konkr\u00e9tn\u00ed produkty, kter\u00e9 budou p\u0159esn\u011b odpov\u00eddat pot\u0159eb\u00e1m z\u00e1kazn\u00edka.<\/span><\/p>\n

    Takto p\u0159ipraven\u00e1 nab\u00eddka se m\u016f\u017ee objevit na hlavn\u00ed str\u00e1nce va\u0161eho internetov\u00e9ho obchodu, str\u00e1nce s\u00a0chybou 404, na str\u00e1nce s objedn\u00e1vkou nebo v\u00a0situaci, kdy z\u00e1kazn\u00edk nem\u016f\u017ee naj\u00edt hledan\u00e9 zbo\u017e\u00ed. Podle stejn\u00e9ho principu dok\u00e1\u017ee n\u00e1\u0161 syst\u00e9m nab\u00edzet dopl\u0148kov\u00e9 zbo\u017e\u00ed k\u00a0ji\u017e zakoupen\u00fdm v\u00fdrobk\u016fm, p\u0159\u00edpadn\u011b dra\u017e\u0161\u00ed alternativy stejn\u00e9ho zbo\u017e\u00ed. Zde u\u017e hovo\u0159\u00edme o cross-sellingu a up-sellingu.<\/span><\/p>\n

    Kter\u00e9 ukazatele e-commerce dok\u00e1\u017ee tato strategie vylep\u0161it?<\/strong><\/p>\n

    M\u016f\u017eete po\u010d\u00edtat zejm\u00e9na s\u00a0n\u00e1r\u016fstem ukazatele konverze, kter\u00fd ukazuje, o kolik procent se mus\u00ed zv\u011bt\u0161it n\u00e1v\u0161t\u011bvnost v internetov\u00e9m obchod\u011b, aby prodeje narostly o X %.\u00a0 Podobn\u00e9 zhodnocen\u00ed ocen\u00edte b\u011bhem audit\u016f \u010dinnosti e-commerce, anal\u00fdzy z\u00e1sob e-shopu nebo p\u0159i obchodn\u00edch rozhodnut\u00edch t\u00fdkaj\u00edc\u00edch se budoucnosti. D\u00edky optimalizaci obchodu a vyu\u017eit\u00ed ka\u017ed\u00e9 prodejn\u00ed p\u0159\u00edle\u017eitosti se nemus\u00edte b\u00e1t budoucnosti.<\/span><\/p>\n

    \u00da\u010dinnou zbran\u00ed v\u00a0boji proti migraci z\u00e1kazn\u00edk\u016f (CCR) je zaveden\u00ed syst\u00e9mu doporu\u010den\u00ed. \u010c\u00edm l\u00e9pe sv\u00e9 z\u00e1kazn\u00edky zn\u00e1te, t\u00edm lep\u0161\u00ed nab\u00eddku m\u016f\u017eou dostat. A \u010d\u00edm je pro n\u011b nab\u00eddka zaj\u00edmav\u011bj\u0161\u00ed, t\u00edm je v\u011bt\u0161\u00ed pravd\u011bpodobnost, \u017ee nevyu\u017eij\u00ed nab\u00eddku konkurence. To zn\u00ed zaj\u00edmav\u011b, vi\u010fte?<\/span><\/p>\n

      \n
    1. Mailingov\u00e1 kampa\u0148<\/strong><\/li>\n<\/ol>\n

      To nen\u00ed v\u0161echno, co Quarticon um\u00ed! V\u00edme tak\u00e9, jak d\u00edky personalizovan\u00fdm doporu\u010den\u00edm zv\u00fd\u0161it \u00fa\u010dinnost kampan\u00ed a\u017e o 300 %. Ka\u017ed\u00fd v\u00e1\u0161 z\u00e1kazn\u00edk m\u016f\u017ee od n\u00e1s obdr\u017eet email s\u00a0rozd\u00edlnou nab\u00eddkou.<\/span><\/p>\n

      Lid\u00e9, kte\u0159\u00ed p\u0159idali zbo\u017e\u00ed do ko\u0161\u00edku, ale n\u00e1kup nedokon\u010dili, budou za\u0159azen\u00ed do kampan\u011b \u201eWin-back\u201d. Vhodn\u011b zvolen\u00e9 doporu\u010den\u00ed produktu p\u0159ipomene n\u00e1kupn\u00ed pot\u0159ebu.<\/span><\/p>\n

      Je to tak\u00e9 skv\u011bl\u00e1 p\u0159\u00edle\u017eitost, jak z\u00e1kazn\u00edk\u016fm uk\u00e1zat zbo\u017e\u00ed podobn\u00e9 tomu, kter\u00e9 nakoupili p\u0159i posledn\u00ed n\u00e1v\u0161t\u011bv\u011b. Stejn\u00e1 informace m\u016f\u017ee b\u00fdt sou\u010d\u00e1st\u00ed zpr\u00e1vy potvrzuj\u00edc\u00ed n\u00e1kup nebo informace o zm\u011bn\u011b stavu objedn\u00e1vky.<\/span><\/p>\n

      Syst\u00e9m Quarticonu dok\u00e1\u017ee analyzovat posledn\u00ed aktivitu u\u017eivatele v internetov\u00e9m obchod\u011b a n\u00e1sledn\u011b jej povzbudit k\u00a0n\u00e1v\u0161t\u011bv\u011b dal\u0161\u00edch podstr\u00e1nek nebo kategori\u00ed zbo\u017e\u00ed.<\/span><\/p>\n

      Jak se tyto aktivity prom\u00edtaj\u00ed do zlep\u0161en\u00ed ukazatel\u016f e-commerce?<\/strong><\/p>\n

      Dob\u0159e napl\u00e1novan\u00e9 mailingov\u00e9 kampan\u011b efektivn\u011b zvy\u0161uj\u00ed pr\u016fm\u011brnou hodnotu n\u00e1kupu (AOV) a maj\u00ed pozitivn\u00ed dopad na ukazatel RPV, kter\u00e9 odr\u00e1\u017e\u00ed p\u0159\u00edjem z\u00a0dan\u00e9ho n\u00e1v\u0161t\u011bvn\u00edka internetov\u00e9ho obchodu. \u010c\u00edm jsou hodnoty t\u011bchto ukazatel\u016f vy\u0161\u0161\u00ed, t\u00edm l\u00e9pe va\u0161e e-commerce prosperuje.<\/span><\/p>\n

      Zaveden\u00e9 syst\u00e9my doporu\u010den\u00ed v mailingu z\u00e1rove\u0148 redukuj\u00ed ukazatel odlo\u017een\u00fdch ko\u0161\u00edk\u016f (CAR). V\u00a0praxi to znamen\u00e1, \u017ee v\u00edce z\u00e1kazn\u00edk\u016f dot\u00e1hne sv\u00e9 objedn\u00e1vky a\u017e do konce. Pro majitel\u00e9 internetov\u00fdch obchod\u016f to znamen\u00e1 \u010dist\u00fd zisk.\u00a0<\/span><\/p>\n

        \n
      1. Video materi\u00e1ly<\/strong><\/li>\n<\/ol>\n

        Dovol\u00edme si tvrdit, \u017ee posledn\u00edch p\u00e1r let generuj\u00ed nejv\u011bt\u0161\u00ed zisky videa. Video materi\u00e1ly jsou velmi efektivn\u00ed. Nen\u00ed na tom nic divn\u00e9ho. Bariery, kter\u00e9 zde byly d\u0159\u00edve, zmizely a d\u00edky port\u00e1l\u016fm jako YouTube nebo Vimeo se otev\u00edraj\u00ed zcela nov\u00e9 mo\u017enosti.<\/span><\/p>\n

        Syst\u00e9m personalizovan\u00fdch video doporu\u010den\u00ed, kter\u00fd Quarticon nab\u00edz\u00ed, analyzuje preference u\u017eivatel\u016f a zobrazuje videa, kter\u00e1 by je mohla zaujmout.<\/span><\/p>\n

        M\u016f\u017eeme u\u017eivatele nal\u00e1kat na videa, kter\u00e1 jsme vybrali zvl\u00e1\u0161\u0165 pro n\u011b a kter\u00e1 budou podobn\u00e1 t\u011bm, na\u00a0kter\u00e1 se ji\u017e d\u0159\u00edve d\u00edvali. M\u016f\u017eeme jim tak\u00e9 nab\u00eddnout moment\u00e1ln\u011b nejobl\u00edben\u011bj\u0161\u00ed filmy ze stejn\u00e9 nebo jin\u00e9 kategorie.<\/span><\/p>\n

        Kter\u00e9 ukazatele podpo\u0159\u00edme?<\/strong><\/p>\n

        Syst\u00e9m doporu\u010den\u00ed vide\u00ed zvy\u0161uje sledovanost a\u017e o 15 %. Je velmi d\u016fle\u017eit\u00e9 v\u011bd\u011bt, \u017ee pozornost pr\u016fm\u011brn\u00e9ho u\u017eivatele je po shl\u00e9dnut\u00ed 10 a\u017e 20 video nab\u00eddek rozpt\u00fdlen\u00e1 a jeho rozhodovac\u00ed proces komplikovan\u011bj\u0161\u00ed. V\u00a0dan\u00e9 situaci existuje velk\u00e9 riziko, \u017ee nam\u00edsto sledov\u00e1n\u00ed va\u0161eho videa p\u016fjde ke\u00a0konkurenci. A to p\u0159ece nikdo nechce?<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"

        P\u0159e\u010dt\u011bte si \u010dl\u00e1nek a nau\u010dte se, jak povzbudit z\u00e1kazn\u00edky, aby nakupovali a jak zlep\u0161it fungov\u00e1n\u00ed va\u0161eho 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-8627","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\/8627","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=8627"}],"version-history":[{"count":0,"href":"https:\/\/blog.quarticon.com\/cz\/wp-json\/wp\/v2\/posts\/8627\/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=8627"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/blog.quarticon.com\/cz\/wp-json\/wp\/v2\/categories?post=8627"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/blog.quarticon.com\/cz\/wp-json\/wp\/v2\/tags?post=8627"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}