{"id":8860,"date":"2016-08-18T20:10:22","date_gmt":"2016-08-18T18:10:22","guid":{"rendered":"https:\/\/www.websupport.sk\/blog\/?p=8860"},"modified":"2025-03-11T21:06:55","modified_gmt":"2025-03-11T20:06:55","slug":"najvacsie-chyby-ktorych-sa-e-shopy-popalia","status":"publish","type":"post","link":"https:\/\/www.websupport.sk\/blog\/2016\/08\/najvacsie-chyby-ktorych-sa-e-shopy-popalia\/","title":{"rendered":"Najv\u00e4\u010d\u0161ie chyby, na ktor\u00fdch sa e-shopy pop\u00e1lia"},"content":{"rendered":"<span class=\"span-reading-time rt-reading-time\" style=\"display: block;\"><span class=\"rt-label rt-prefix\"><b>Doba \u010d\u00edtania:<\/b><\/span> <span class=\"rt-time\"> 7<\/span> <span class=\"rt-label rt-postfix\">min.<\/span><\/span><p>Zalo\u017ei\u0165 e-shop v dne\u0161nej dobe vyzer\u00e1 ve\u013emi jednoducho. Web za p\u00e1r min\u00fat zb\u00fachate v nejakom cloud syst\u00e9me a m\u00f4\u017eete za\u010da\u0165 pred\u00e1va\u0165. Len\u017ee ono to tak\u00e9 \u013eahk\u00e9 v skuto\u010dnosti nie je. Najm\u00e4 ak e-shop neberiete ako z\u00e1bavku, ale seri\u00f3zny biznis. Pred t\u00fdm, ne\u017e sa pust\u00edte do vlastn\u00e9ho e-shopu, pre\u010d\u00edtajte si naj\u010dastej\u0161ie chyby, na ktor\u00fdch sa e-shopy nielen pop\u00e1lia, ale mnoh\u00e9 aj skrachuj\u00fa. O svoje know-how sa s nami podelil Karol Voltem\u00e1r, ktor\u00fd sa u\u017e roky venuje marketingu e-shopov. Jeho blogy o marketingu n\u00e1jdete na <a href=\"http:\/\/voltemar.sk\">voltemar.sk<\/a>. No a na na\u0161om blogu si m\u00f4\u017eete pre\u010d\u00edta\u0165 o jeho <a href=\"https:\/\/www.websupport.sk\/blog\/2016\/06\/biznisove-a-zivotne-lekcie-z-cesty-okolo-sveta\/\">podnikan\u00ed po\u010das cesty okolo sveta<\/a>.<\/p>\n<h2>Konverzn\u00fd pomer a cesta n\u00e1v\u0161tevn\u00edka ku konverzii<\/h2>\n<p>Konverzn\u00fd pomer je k\u013e\u00fa\u010dov\u00fdm faktorom pri efektivite marketingov\u00fdch slu\u017eieb v r\u00e1mci e-shopu alebo webu. Z\u00e1vis\u00ed aj na tom, ak\u00e9 konverzn\u00e9 ciele m\u00e1me stanoven\u00e9. Povedzme, \u017ee je to predaj a to znamen\u00e1, \u017ee konverzn\u00fd pomer ur\u010duje ko\u013eko z\u00e1kazn\u00edkov zo 100 nak\u00fapi. Ak nak\u00fapi 6 n\u00e1v\u0161tevn\u00edkov, tak je to 6%, ak 1, tak 1%. Ak je tento konverzn\u00fd pomer pr\u00edli\u0161 n\u00edzky, tak sa neoplat\u00ed investova\u0165 len do marketingu, ale aj zlep\u0161enia tohoto \u010d\u00edsla.<\/p>\n<p>Ako na to? Je mno\u017estvo vec\u00ed, ktor\u00e9 to ovplyv\u0148uj\u00fa, ale dve z\u00e1kladn\u00e9 vymenujem. Prvou je kvalita kampane alebo realizovanej marketingovej strat\u00e9gie, teda ak nacielim na zl\u00fa cie\u013eov\u00fa skupinu, nevir\u00e1lny a nezauj\u00edmav\u00fd obsah, \u010di reklamu a investujem do nevhodn\u00fdch kan\u00e1lov, tak m\u00f4j konverzn\u00fd pomer kles\u00e1. Druh\u00fd faktor je e-shop. Tam je k\u013e\u00fa\u010dov\u00e9 technick\u00e9 rie\u0161enie, pr\u00edstupnos\u0165, \u0161trukt\u00fara, UX, UI a konverzn\u00e1 cesta z\u00e1kazn\u00edka (z\u00e1kazn\u00edk sa nem\u00f4\u017ee str\u00e1ca\u0165). Oba faktory by mali by\u0165 preh\u013eadn\u00e9, vyladen\u00e9, r\u00fdchle a optimalizovan\u00e9 na \u010do najvy\u0161\u0161\u00ed v\u00fdkon v r\u00e1mci cie\u013eov, ktor\u00e9 m\u00e1me. O obsahu plat\u00ed to ist\u00e9, ten zah\u0155\u0148a produkty (obr\u00e1zky, text, video) a obsah cel\u00e9ho eshopu. Konverzn\u00fd pomer \u010falej ovplyv\u0148uj\u00fa:<\/p>\n<ul>\n<li>branding (povedomie zna\u010dky, lok\u00e1lne vyh\u013ead\u00e1vanie, organick\u00e1 brand n\u00e1v\u0161tevnos\u0165\u2026 ),<\/li>\n<li>reput\u00e1cia (referencie, recenzie, reputa\u010dn\u00fd mana\u017ement \u2026),<\/li>\n<li>z\u00e1kazn\u00edcky servis (aj ten vie prinies\u0165 dobr\u00e9 meno a aj objedn\u00e1vky, \u010di plni\u0165 in\u00e9 ciele)<\/li>\n<\/ul>\n<h2>Nekvalitn\u00e9 e-commerce rie\u0161enia a hostingov\u00e9 slu\u017eby<\/h2>\n<p>Ve\u013emi ve\u013ea e-shopov je v nepou\u017eite\u013enom stave a s\u00fa odk\u00e1zan\u00e9 na z\u00e1nik, lebo nesp\u013a\u0148aj\u00fa z\u00e1kladn\u00e9 krit\u00e9ri\u00e1. Tu je rie\u0161en\u00edm jednoducho vymeni\u0165 eshop, lebo ten je \u010dastokr\u00e1t n\u00e1ro\u010dnej\u0161ie upravi\u0165 do 100% stavu.<\/p>\n<h3>Opensource syst\u00e9my<\/h3>\n<p>Neust\u00e1le sa menia a vyv\u00edjaj\u00fa, teda mus\u00ed to reflektova\u0165 aj podpora a je potrebn\u00fd neust\u00e1ly v\u00fdvoj, ak chceme ma\u0165 e-shop \/ web na najnov\u0161ej verzii a zmeny nem\u00e1me 100% pod kontrolou. Odporu\u010dil by som pre men\u0161ie e-shopy, ktor\u00e9 s\u00fa ako doplnok k sieti predajn\u00ed alebo ako s\u00fa\u010das\u0165 viacer\u00fdch predajn\u00fdch kan\u00e1lov a pred\u00e1vaj\u00fa menej produktov.<\/p>\n<h4>V\u00fdhody:<\/h4>\n<ul>\n<li>jednoduchos\u0165 pri vytvoren\u00ed rie\u0161enia<\/li>\n<li>v\u0161eobecn\u00e1 znalos\u0165 a roz\u0161\u00edrenos\u0165 rozhrania administr\u00e1cie<\/li>\n<li>mno\u017estvo pluginov a roz\u0161\u00edren\u00ed<\/li>\n<li>\u0161irok\u00e1 komunita v\u00fdvoj\u00e1rov a dostupnos\u0165 inform\u00e1ci\u00ed<\/li>\n<\/ul>\n<h4>Nev\u00fdhody:<\/h4>\n<ul>\n<li>bezpe\u010dnos\u0165<\/li>\n<li>prepojenie s extern\u00fdmi slu\u017ebami<\/li>\n<li>servis a cena za \u00fapravy<\/li>\n<li>r\u00fdchlos\u0165<\/li>\n<li>ni\u017e\u0161\u00ed konverzn\u00fd pomer<\/li>\n<li>nekontrolovan\u00e9 update jadra syst\u00e9mu<\/li>\n<\/ul>\n<h3>Custom rie\u0161enie<\/h3>\n<p>V\u00fdhoda je, \u017ee b\u00fdva vyladen\u00e9 (ale to treba skonzultova\u0165 najlep\u0161ie s tre\u0165ou stranou, lebo nie v\u017edy to tak mus\u00ed by\u0165) a je pripraven\u00e9 na mieru pod\u013ea potrieb z\u00e1kazn\u00edka, predajcu a spolo\u010dnosti, ktor\u00e1 realizuje marketing. K tak\u00e9mu rie\u0161eniu by mala by\u0165 samozrejme podpora, ktor\u00e1 vie probl\u00e9m \/ nov\u00e9 po\u017eiadavky promptne vyrie\u0161i\u0165 a toto je \u010dasto kr\u00e1t na vlastnom syst\u00e9me jednoduch\u0161ie (aj lacnej\u0161ie), lebo developeri ho poznaj\u00fa. Jednoduch\u0161ia b\u00fdva aj implement\u00e1cia extern\u00fdch slu\u017eieb (skladov\u00e9 SW, porovn\u00e1va\u010de, kuri\u00e9rske slu\u017eby, at\u010f.). Tak\u00e9to rie\u0161enie je vhodn\u00e9 pre v\u00e4\u010d\u0161ie e-shopy, ktor\u00e9 sa u\u017e chc\u00fa venova\u0165 predaju online naozaj.<\/p>\n<h4>V\u00fdhody:<\/h4>\n<ul>\n<li>bezpe\u010dnos\u0165<\/li>\n<li>\u013eah\u0161ie prepojenie s extern\u00fdmi slu\u017ebami<\/li>\n<li>servis a cena \u00faprav<\/li>\n<li>r\u00fdchlos\u0165<\/li>\n<li>vy\u0161\u0161\u00ed konverzn\u00fd pomer<\/li>\n<li>kontrolovan\u00e9 updaty jadra<\/li>\n<\/ul>\n<h4>Nev\u00fdhody:<\/h4>\n<ul>\n<li>po\u010diato\u010dn\u00e1 cena<\/li>\n<li>komplikovanej\u0161\u00ed v\u00fdber dobr\u00e9ho rie\u0161enia (prezent\u00e1cia a e-mail znesie v\u0161etko)<\/li>\n<li>custom administr\u00e1cia<\/li>\n<li>ch\u00fdbaj\u00faca \u0161irok\u00e1 komunita v\u00fdvoj\u00e1rov a dostupnos\u0165 inform\u00e1ci\u00ed<\/li>\n<li>mo\u017eno ch\u00fdbaj\u00face overen\u00e9 pluginy a roz\u0161\u00edren\u00ed, ktor\u00e9 si treba priplati\u0165, ak nie s\u00fa s\u00fa\u010das\u0165ou, ale mali by by\u0165 v r\u00e1mci funkci\u00ed<\/li>\n<\/ul>\n<h3>Cloud rie\u0161enie<\/h3>\n<p>V\u00fdhodou je, \u017ee online biznis si m\u00f4\u017eeme vysk\u00fa\u0161a\u0165 u\u017e na p\u00e1r kliknut\u00ed. S\u00fa\u010das\u0165ou cloudu s\u00fa implementov\u00e9 v\u0161etky otestovan\u00e9 a funk\u010dn\u00e9 veci v r\u00e1mci e-commerce. Nev\u00fdhodou, no z\u00e1rove\u0148 aj v\u00fdhodou je cena, lebo po\u010diato\u010dn\u00e1 invest\u00edcia je n\u00edzka, ale v dlhodobom horizonte a mno\u017estvom \u010fal\u0161\u00edch predajov sa zaplat\u00ed viac, aby mohla spolo\u010dnos\u0165 zabezpe\u010di\u0165 kvalitn\u00fd servis, v\u00fdvoj a server pre ka\u017ed\u00e9ho klienta. Cloud rie\u0161enia, maj\u00fa v\u00e4\u010d\u0161inou skvel\u00e9 zabezpe\u010denie, predefinovan\u00e9 dizajny alebo mo\u017enos\u0165 si e-shop upravi\u0165 pod\u013ea seba. Diskutabiln\u00e1 je mo\u017enos\u0165 podpory biznisu vo viacer\u00fdch krajin\u00e1ch a upravite\u013enos\u0165 (extern\u00e9 slu\u017eby, po\u017eiadavky \u0161peci\u00e1lne), to si treba preveri\u0165 pod\u013ea typu cloudu.<\/p>\n<h4>V\u00fdhody:<\/h4>\n<ul>\n<li>bezpe\u010dnos\u0165<\/li>\n<li>servis<\/li>\n<li>r\u00fdchlos\u0165<\/li>\n<li>kontrolovan\u00e9 updaty jadra a updaty v cene<\/li>\n<li>dostupnos\u0165 pluginov a inform\u00e1ci\u00ed..<\/li>\n<\/ul>\n<h4>Nev\u00fdhody:<\/h4>\n<ul>\n<li>kone\u010dn\u00e1 cena<\/li>\n<li>komplikovanej\u0161\u00ed v\u00fdber dobr\u00e9ho rie\u0161enia (prezent\u00e1cia a email znesie v\u0161etko)<\/li>\n<li>custom administr\u00e1cia<\/li>\n<li>ch\u00fdbaj\u00face roz\u0161\u00edrenia, ktor\u00e9 si treba priplati\u0165, ak nie s\u00fa s\u00fa\u010das\u0165ou, ale mali by by\u0165 v r\u00e1mci funkci\u00ed<\/li>\n<li>prisp\u00f4sobenia potreb\u00e1m marketingovej strat\u00e9gie a z\u00e1kazn\u00edka<\/li>\n<li>probl\u00e9m s viacer\u00fdmi jazykmi<\/li>\n<\/ul>\n<h2>\u0160trukt\u00fara URL<\/h2>\n<p>Ve\u013ea e-shopov m\u00e1 zl\u00fa \u0161trukt\u00faru \u010di u\u017e kateg\u00f3ri\u00ed, statick\u00e9 sekcie a aj ich umiestnenie v r\u00e1mci dom\u00e9ny. Pritom pr\u00e1ve <a href=\"https:\/\/www.websupport.sk\/domeny\">dom\u00e9na<\/a> bude v bud\u00facnosti ovplyv\u0148ova\u0165 realizovan\u00fa online strat\u00e9giu, teda aj vo\u013eba spr\u00e1vnej \u0161trukt\u00fary by mala by\u0165 s\u00fa\u010das\u0165ou e-shopu na za\u010diatku. Napr\u00edklad in\u00fa \u0161trukt\u00faru budeme voli\u0165 pre e-shop s menej produktami. Samozrejme mala by\u0165 by\u0165 vhodn\u00e1 aj pre potreby z\u00e1kazn\u00edka alebo organick\u00e9 vyh\u013ead\u00e1vanie.<\/p>\n<h2>Neefekt\u00edvny marketingov\u00fd mix<\/h2>\n<p>Pre mal\u00fd a stredn\u00fd biznis sa zl\u00e9 marketingov\u00e9 rozhodnutia m\u00f4\u017eu pretavi\u0165 a\u017e do krachu, v hor\u0161om pr\u00edpade len do zbrzdenia rastu alebo stagn\u00e1cie podnikania. Preto nielen online je k\u013e\u00fa\u010dov\u00e9 sa rozhodova\u0165 spr\u00e1vne do \u010doho investova\u0165. Na meranie efektivity invest\u00edcie sa pou\u017e\u00edva n\u00e1vratnos\u0165 z invest\u00edcie \u00a0(ROI) alebo z n\u00e1vratnos\u0165 z invest\u00edcie do reklamy (ROAS). To n\u00e1m povie ak sme do nejakej slu\u017eby investovali X, ko\u013eko sme dostali na v\u00fdstupe v predaji a nepredajn\u00fdch metrik\u00e1ch.<\/p>\n<p>Predaj je definovan\u00fd obratom a n\u00e1sledne \u010dist\u00fdm ziskom. Nepredajn\u00e1 metrika s\u00fa napr\u00edklad nov\u00ed fan\u00fa\u0161ikovia, mno\u017estvo odkazov z kampane, \u010d\u00edtanos\u0165 \/ pozretia n\u00e1\u0161ho obsahu, \u010dist\u00fd z\u00e1sah a in\u00e9. Samozrejme meranie t\u00fdchto metr\u00edk je z po\u010diatku n\u00e1ro\u010dn\u00e9, teda nie je vhodn\u00e9 pre mal\u00fdch klientov, ale agent\u00fara by si to mala sledova\u0165, \u010do prin\u00e1\u0161aj\u00fa jej slu\u017eby.<\/p>\n<p>Ve\u013ea e-shopov rob\u00ed chybu, \u017ee svoj rozpo\u010det rozbije neefekt\u00edvne na aktivity, \u010do jej ve\u013ea neprines\u00fa a ak prines\u00fa, tak len ve\u013emi m\u00e1lo na \u010fal\u0161\u00ed rozvoj. Ako tomu zabr\u00e1ni\u0165? Robi\u0165 hlavne aktivity s ve\u013ek\u00fdm ROI alebo ROAS, ktor\u00e9 nie\u010do prin\u00e1\u0161aj\u00fa v dlhodobom aj kr\u00e1tkodobom horizonte.<\/p>\n<p>E-shop potrebuje ma\u0165 na \u00favod kvalitn\u00e9 technick\u00e9 rie\u0161enie, dobr\u00fa \u0161trukt\u00faru kateg\u00f3ri\u00ed (teda URL), obsah e-shopu, produkty s obr\u00e1zkami s unik\u00e1tnym optimalizovan\u00fdm textom, \u010di videom (ve\u013emi podce\u0148ovan\u00e9 na Slovensku), predajn\u00fd cyklus, \u010di efekt\u00edvnu komunik\u00e1ciu na soci\u00e1lnych sie\u0165ach, lok\u00e1lny profil vo vyh\u013ead\u00e1van\u00ed, z\u00e1kladn\u00e9 registr\u00e1cie v porovn\u00e1va\u010doch cien tovaru, pr\u00edpadne na str\u00e1nkach, kde sa ich potenci\u00e1lny z\u00e1kazn\u00edk m\u00f4\u017ee vyskytova\u0165.<\/p>\n<p>Rozpo\u010det nie je dobr\u00e9 da\u0165 len na jeden kan\u00e1l. V kr\u00e1tkodobom horizonte sa oplat\u00ed PPC a performance marketing cez soci\u00e1lne siete spolu s kvalitn\u00fdm obsahom, ktor\u00e9 nemaj\u00fa a\u017e tak\u00fa n\u00e1vratnos\u0165 n\u00e1kladov na reklamu 300 &#8211; 800%. V strednodobom horizonte je lep\u0161ie sa zamera\u0165 na inbound marketing, SEO, emailing, PR, mikrostr\u00e1nky, kvalitn\u00fd obsah a jeho propag\u00e1cia.<\/p>\n<p>Toto je samozrejme len \u0161pi\u010dka \u013eadovca a cel\u00e9 to treba vhodne namie\u0161a\u0165. Zl\u00e9 rozlo\u017eenie rozpo\u010dtu prin\u00e1\u0161a diametr\u00e1lne odli\u0161n\u00e9 v\u00fdsledky v \u010dase. PPC n\u00e1m s\u00edce prinesie v\u00fdsledky hne\u010f, ale n\u00e1vratnos\u0165 invest\u00edcie m\u00e1 v\u00fdrazne men\u0161iu, ak by sme sa strategicky zamerali na SEO v strednodobom a dlhodobom z\u00e1bere. \u010cas je d\u00f4le\u017eit\u00fd a ani e-shop si ho nem\u00f4\u017ee dovoli\u0165 str\u00e1ca\u0165 hlavne u aktiv\u00edt, ktor\u00e9 treba realizova\u0165 priebe\u017ene a dlhodobo.<\/p>\n<h2>Ve\u010f marketing si m\u00f4\u017eem rie\u0161i\u0165 aj s\u00e1m<\/h2>\n<p>Prv\u00fd k\u013e\u00fa\u010dov\u00fd probl\u00e9m je zjednodu\u0161ovanie marketingu a vysvet\u013eovanie napr\u00edklad aj zo strany agent\u00far, \u017ee to zvl\u00e1dne ka\u017ed\u00fd a sta\u010d\u00ed sa to nau\u010di\u0165 svojpomocne, \u010di na kurze. Ich cie\u013eom je samozrejme, aby to \u013eudia sk\u00fasili a zistili, \u017ee to je opa\u010dne a pri\u0161li za nimi. Pre seri\u00f3zny marketing treba senior \u013eud\u00ed, t\u00edm \u013eud\u00ed a strat\u00e9giu. Samozrejme firma, \u010do si objedn\u00e1va slu\u017eby by mala ma\u0165 preh\u013ead o tom segmente, \u010do si objedn\u00e1va. Zjednodu\u0161ovanie v kombin\u00e1cii so slovensk\u00fdm \u201cprobl\u00e9mom\u201d v\u0161etko si robi\u0165 cez zn\u00e1mych a svojpomocne m\u00e1 za n\u00e1sledok katastrof\u00e1lne v\u00fdsledky. Ani auto si neopravujeme sami po absolvovan\u00ed kurzu oprav\u00e1r za\u010diato\u010dn\u00edk.<\/p>\n<p>Na dobr\u00e9 v\u00fdsledky je potrebn\u00e9 pracova\u0165 s odborn\u00edkmi, ktor\u00fdch m\u00f4\u017eeme ozna\u010di\u0165 za \u013eud\u00ed, ktor\u00ed odrobili aspo\u0148 10 000 hod\u00edn v segmente. Ve\u013ea \u013eud\u00ed si mysl\u00ed, \u017ee marketing e-shopu zvl\u00e1dne svojpomocne a potom ve\u013ea z nich krachuje alebo sa nerozv\u00edja. To sa d\u00e1 samozrejme vyrie\u0161i\u0165 spolupr\u00e1cou s kvalitnou marketingovou agent\u00farou, ktor\u00e1 vie navrhn\u00fa\u0165 spr\u00e1vny marketingov\u00fd mix.<\/p>\n<p>[mc4wp_form]<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Zalo\u017ei\u0165 e-shop v dne\u0161nej dobe vyzer\u00e1 ve\u013emi jednoducho. Web za p\u00e1r min\u00fat zb\u00fachate v nejakom cloud syst\u00e9me a m\u00f4\u017eete za\u010da\u0165 pred\u00e1va\u0165. Len\u017ee ono to tak\u00e9 \u013eahk\u00e9 v skuto\u010dnosti nie je. Najm\u00e4 ak e-shop neberiete ako z\u00e1bavku, ale seri\u00f3zny biznis. Pred t\u00fdm, ne\u017e sa pust\u00edte do vlastn\u00e9ho e-shopu, pre\u010d\u00edtajte si naj\u010dastej\u0161ie chyby, na ktor\u00fdch sa e-shopy [&hellip;]<\/p>\n","protected":false},"author":87,"featured_media":8864,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[2,8],"tags":[],"class_list":["post-8860","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-business","category-tipy-a-triky"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.2 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Najv\u00e4\u010d\u0161ie chyby, na ktor\u00fdch sa e-shopy pop\u00e1lia - Websupport blog<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.websupport.sk\/blog\/2016\/08\/najvacsie-chyby-ktorych-sa-e-shopy-popalia\/\" \/>\n<meta property=\"og:locale\" content=\"sk_SK\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Najv\u00e4\u010d\u0161ie chyby, na ktor\u00fdch sa e-shopy pop\u00e1lia - Websupport blog\" \/>\n<meta property=\"og:description\" content=\"Zalo\u017ei\u0165 e-shop v dne\u0161nej dobe vyzer\u00e1 ve\u013emi jednoducho. 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