{"id":3168,"date":"2021-07-29T16:52:36","date_gmt":"2021-07-29T14:52:36","guid":{"rendered":"http:\/\/wptest.nexum.cz\/co-jsem-se-naucil-na-konferenci-eshop-vikend\/"},"modified":"2021-07-29T16:52:36","modified_gmt":"2021-07-29T14:52:36","slug":"co-jsem-se-naucil-na-konferenci-eshop-vikend","status":"publish","type":"post","link":"https:\/\/www.webmium.cz\/blog\/co-jsem-se-naucil-na-konferenci-eshop-vikend\/","title":{"rendered":"Co jsem se nau\u010dil na konferenci E-shop v\u00edkend"},"content":{"rendered":"<p>Letos poprv\u00e9 jsem zav\u00edtal na <strong>konferenci o e-commerce<\/strong> v jiho\u010desk\u00fdch Vod\u0148anech. R\u00e1d bych se s v\u00e1mi<br \/>\npod\u011blil o m\u00e9 z\u00e1\u017eitky a nabyt\u00e9 v\u011bdomosti. <\/p>\n<h3>V\u00fdkonnostn\u00ed marketing na Facebooku<\/p>\n<\/h3>\n<p>Na prvn\u00ed p\u0159edn\u00e1\u0161ce od Davida Kratochv\u00edla o <strong>v\u00fdkonnostn\u00edm marketingu na Facebooku<\/strong> jsem<br \/>\nse dozv\u011bd\u011bl, \u017ee \u010desk\u00e9 e-shopy zat\u00edm Facebook nevyu\u017e\u00edvaj\u00ed naplno. Co\u017e je \u0161koda<br \/>\nproto\u017ee na Facebooku je daleko men\u0161\u00ed konkurence ne\u017e v AdWords kampan\u00edch.<br \/>\nZaujalo m\u011b, \u017ee pr\u016fm\u011brn\u00e1 \u017eivotnost reklamy na Facebooku je t\u00fdden. Znamen\u00e1 to, \u017ee<br \/>\nse o kampan\u011b mus\u00ed st\u00e1le n\u011bkdo starat a vym\u00fd\u0161let n\u011bco nov\u00e9ho. <\/p>\n<h3>Bu\u010fte nekonven\u010dn\u00ed, vystupte z \u0159ady<\/h3>\n<p>D\u00e1le jsem zav\u00edtal na jednu z nejlep\u0161\u00edch p\u0159edn\u00e1\u0161ek cel\u00e9<br \/>\nkonference. Jakub \u010cech n\u00e1m pov\u00eddal <em>\u201c<strong>Ako vytvori\u0165 \u00faspe\u0161n\u00fa zna\u010dku bez ve\u013ekej invest\u00edcie<\/strong>\u201d.<\/em><br \/>\nTady jsem si znovu potvrdil, jak z\u00e1sadn\u00ed je spr\u00e1vn\u00e9 nastaven\u00ed a p\u00e9\u010de o vlastn\u00ed<br \/>\nzna\u010dku. Jakub rad\u00ed, <em>\u201ebu\u010fte nekonven\u010dn\u00ed,<\/em> <em>vystupte<br \/>\nz\u00a0\u0159ady<\/em>\u201c, lid\u00e9 si v\u00e1s zapamatuj\u00ed a nakoup\u00ed znovu. V\u011bd\u011bli jste, \u017ee zn\u00e1m\u00e1<br \/>\nnorsk\u00e1 vodka Amundsen vlastn\u011b v\u016fbec nen\u00ed z\u00a0Norska? Cel\u00fd s\u00e1l si to tak\u00e9<br \/>\nmyslel, ale pravda je ta, \u017ee Amundsen se vyr\u00e1b\u00ed v \u010cech\u00e1ch. Nev\u011b\u0159\u00edte? <a href=\"https:\/\/cs.wikipedia.org\/wiki\/Vodka\">V\u011b\u0159te!<\/a><\/p>\n<h3>Lekce UX od prav\u00e9ho j\u00faiks\u00e1ka<\/h3>\n<p>Jak Kvasni\u010dka n\u00e1m dal lekci z UX. Prozradil, <strong>jak vylep\u0161it konverzn\u00ed pom\u011br<\/strong> na str\u00e1nce<br \/>\ndetailu produktu. Jeho prezentace ur\u010dit\u011b stoj\u00ed za <a href=\"http:\/\/www.slideshare.net\/Jan_Kvasnicka\/co-ve-doke-ovlivnit-konverzn-pomr-na-detailu-produktu-eshop-vkend-3072016?ref=http:\/\/blog.kvasnickajan.cz\/co-vse-dokaze-ovlivnit-konverzni-pomer-na-detailu-produktu\/\">zkouknut\u00ed<\/a>. Hlavn\u00ed poselstv\u00ed p\u0159edn\u00e1\u0161ky je, \u017ee<br \/>\nna ka\u017ed\u00e9m e-shopu funguje n\u011bco trochu jin\u00e9ho. Ve\u0161ker\u00e9 zm\u011bny je t\u0159eba m\u011b\u0159it a vyhodnotit<br \/>\nna z\u00e1kladn\u011b \u010d\u00edsel, ne dojm\u016f. Je nesmysln\u00e9 h\u00e1dat se o to, jak\u00fd text p\u0159ijde na<br \/>\nn\u00e1kupn\u00ed tla\u010d\u00edtko \u010di jakou m\u00e1 m\u00edt barvu. M\u011b se l\u00edbilo doporu\u010den\u00ed o tom, \u017ee dob\u0159e<br \/>\nfunguj\u00ed 3D modely zbo\u017e\u00ed, jasn\u00e1 komunikace o skladov\u00e9 dostupnosti (skladem v\u00edce<br \/>\nne\u017e 5 kus\u016f, z\u00edtra u v\u00e1s) a komunikace konkuren\u010dn\u00edch v\u00fdhod p\u0159\u00edmo pod tla\u010d\u00edtkem<br \/>\nkoupit. <\/p>\n<h3>Triky na Heurece<\/h3>\n<p>Rostislav Urb\u00e1nek n\u00e1m zase odhalil triky na Heurece. Dozv\u011bd\u011bl<br \/>\njsem se, \u017ee e-shopy by nem\u011bly v\u00e1hat se zaveden\u00edm <strong>Heureka ko\u0161\u00edku<\/strong>. Pos\u00edlat <strong>\u017e\u00e1dost<br \/>\no hodnocen\u00ed<\/strong> je dobr\u00e9 pos\u00edlat u\u017e osm\u00fd den, je\u0161t\u011b p\u0159ed t\u00edm, ne\u017e to<br \/>\nautomaticky ud\u011bl\u00e1 Heur\u00e9ka. Funguje tak\u00e9 ozna\u010den\u00ed autorizovan\u00fd prodejce a skv\u011bl\u00e9<br \/>\nje d\u00e1vat k produkt\u016fm d\u00e1rky. <\/p>\n<h3>Budov\u00e1n\u00ed brandu na Facebooku<\/h3>\n<p>Prezentace Milana T\u0159isky o budov\u00e1n\u00ed brandu na Facebooku m\u011b<br \/>\ndoslova dostala. Netu\u0161il jsem \u017ee Facebook se d\u00e1 vyu\u017e\u00edt k <strong>budov\u00e1n\u00ed zna\u010dky<\/strong>. Jde o to, \u017ee se na Facebooku d\u00e1 p\u0159esn\u011b c\u00edlit na<br \/>\nkoncovou skupinu lid\u00ed a t\u00edm roz\u0161\u00ed\u0159it pov\u011bdom\u00ed zna\u010dky mezi potenci\u00e1ln\u00ed<br \/>\nz\u00e1kazn\u00edky. Chce to v\u0161ak trp\u011blivost. Alespo\u0148 rok ukazujte c\u00edlov\u00e9 skupin\u011b va\u0161e<br \/>\nprodukty a zna\u010dku. Po n\u011bjak\u00e9 dob\u011b se za\u010dnou d\u00edt v\u011bci. Vstoup\u00edte do pov\u011bdom\u00ed,<br \/>\nza\u010dne se v\u00e1m zvy\u0161ovat proklikovost na Hrurece a v AdWords. Lid\u00e9 se k v\u00e1m za\u010dnou<br \/>\nvracet, zad\u00e1vat p\u0159\u00edmo adresu e-shopu do prohl\u00ed\u017ee\u010de, nakupovat opakovan\u011b. Sta\u010d\u00ed<br \/>\ninvestovat p\u00e1r tis\u00edc korun m\u011bs\u00ed\u010dn\u011b do kampan\u011b na Facebooku. No nekupte to. <\/p>\n<h3>A\/B testov\u00e1n\u00ed<\/h3>\n<p>Sobotu zakon\u010dila p\u0159edn\u00e1\u0161ka o A\/B testovan\u00ed v pod\u00e1n\u00ed Michala<br \/>\nMrsko\u010de. Nau\u010dila m\u011b, \u017ee je t\u0159eba <strong>testovat<br \/>\nve\u0161ker\u00e9 vet\u0161\u00ed zm\u011bny<\/strong>, proto\u017ee nikdy nen\u00ed jasn\u00e9, jak test dopadne. Na p\u0159\u00edkladu<br \/>\njednoho sportovn\u00edho e-shopu n\u00e1m uk\u00e1zal pro\u010d. Ve v\u00fdpisu produkt\u016f v\u00a0katalogu,<br \/>\nu obr\u00e1zku produktu, se nach\u00e1zelo p\u00edsmenko S, kter\u00e9 vyjad\u0159ovalo slevu. Vytvo\u0159ila<br \/>\nse tedy druh\u00e1 varianta, kde se m\u00edsto p\u00edsmene S napsalo do rohu obr\u00e1zku produktu<br \/>\nslovo SLEVA 40 % a je\u0161t\u011b se p\u0159idalo \u010derven\u00e9 pozad\u00ed, aby to n\u00e1v\u0161t\u011bvn\u00edk<br \/>\nnep\u0159ehl\u00e9dl. V\u00fdsledkem bylo, \u017ee se sn\u00ed\u017eila tr\u017eba e-shopu o 150\u00a0000 K\u010d,<br \/>\nproto\u017ee c\u00edlov\u00e1 skupina nevy\u017eadovala slevy. C\u00edtila n\u011bjakou zradu, cht\u011bla<br \/>\nkvalitn\u00ed zbo\u017e\u00ed, kter\u00e9 na hor\u00e1ch nepromokne za rozumn\u00e9 pen\u00edze. <\/p>\n<p>Po skon\u010den\u00ed p\u0159edn\u00e1\u0161ek n\u00e1sledovala p\u00e1rty, na kter\u00e9 byla super<br \/>\natmosf\u00e9ra. Do\u0161lo i na DISCO. Ve dv\u011b hodiny r\u00e1no ale po\u0159adatel\u00e9 akci ukon\u010dili. Na\u0161t\u011bst\u00ed<br \/>\nskv\u011bl\u00e1 firma Biddingtools zachr\u00e1nila situaci a uspo\u0159\u00e1dali after p\u00e1rty u auta,<br \/>\nkter\u00e1 se t\u00e1hla a\u017e do sv\u00edt\u00e1n\u00ed. <\/p>\n<p>Z ned\u011bln\u00edho dne si toho u\u017e moc nepamatuji a tak ho rad\u011bji<br \/>\np\u0159esko\u010d\u00edm, abych nepsal zav\u00e1d\u011bj\u00edc\u00ed informace.<\/p>\n<p>Celkov\u011b se mi e-shop v\u00edkend moc l\u00edbil. \u0160lo o malou<br \/>\nkonferenci, kde si v\u0161ichni tykaj\u00ed a znaj\u00ed se. Um\u00edst\u011bn\u00ed ve Vod\u0148anech, organizace<br \/>\na obsah p\u0159edn\u00e1\u0161ek hodnot\u00edm na jedni\u010dku a proto m\u011b organiz\u00e1to\u0159i p\u0159\u00ed\u0161t\u00ed rok uvid\u00ed<br \/>\nznovu. Tentokr\u00e1t s sebou vezmu i kolegy.<\/p>\n<p> \u00a0<\/p>\n<p>Zaujal v\u00e1s \u010dl\u00e1nek? Pod\u011blte se o n\u011bj s p\u0159\u00e1teli.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Jak\u00fd byl leto\u0161n\u00ed E-shop v\u00edkend? Co nov\u00e9ho jsem se nau\u010dil?<\/p>\n","protected":false},"author":19,"featured_media":3169,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_uag_custom_page_level_css":"","site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"default","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"footnotes":""},"categories":[9],"tags":[],"class_list":["post-3168","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uz-to-vite"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Co jsem se nau\u010dil na konferenci E-shop v\u00edkend<\/title>\n<meta name=\"description\" content=\"Jak\u00fd byl leto\u0161n\u00ed E-shop v\u00edkend? 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