{"id":106,"date":"2025-09-11T14:05:12","date_gmt":"2025-09-11T12:05:12","guid":{"rendered":"https:\/\/rs.quarticon.com\/cs\/?p=106"},"modified":"2025-09-11T14:10:12","modified_gmt":"2025-09-11T12:10:12","slug":"jak-maximalizovat-vnos-z-jedn-transakce","status":"publish","type":"post","link":"https:\/\/help.quarticon.com\/cs\/jak-maximalizovat-vnos-z-jedn-transakce\/","title":{"rendered":"Jak maximalizovat v\u00fdnos z jedn\u00e9 transakce"},"content":{"rendered":"
\n
\n

Dobr\u00fd v\u00fdrobek je kl\u00ed\u010dov\u00fdm faktorem, kter\u00fd z\u00e1ru\u010d\u00ed \u00fasp\u011b\u0161nost e-obchodu. Av\u0161ak d\u00edky pou\u017eit\u00ed vhodn\u00fdch strategi\u00ed je mo\u017en\u00e9 generovat je\u0161t\u011b v\u011bt\u0161\u00ed v\u00fdnos z jeho prodeje. Co to znamen\u00e1? Tvoji z\u00e1kazn\u00edci budou v n\u011bm nech\u00e1vat je\u0161t\u011b v\u00edce pen\u011bz, ne\u017e p\u016fvodn\u011b p\u0159edpokl\u00e1dali. Dnes se bl\u00ed\u017ee pod\u00edv\u00e1me na strategii cross-sell, neboli techniku prodeje spo\u010d\u00edvaj\u00edc\u00ed v doporu\u010den\u00ed komplement\u00e1rn\u00edch v\u00fdrobk\u016f.<\/p>\n<\/div>\n

\n<\/div>\n
\n

\u010cem spo\u010d\u00edv\u00e1 cross-selling<\/h2>\n<\/div>\n
\n

Dokon\u010den\u00e1 transakce nen\u00ed je\u0161t\u011b v\u0161\u00edm, aby se ROI Tv\u00e9ho e-podnik\u00e1n\u00ed udr\u017eovalo na uspokojiv\u00e9 \u00farovni. P\u0159i neust\u00e1le nar\u016fstaj\u00edc\u00edch n\u00e1kladech na jedno kliknut\u00ed (CTR) je nutno ud\u011blat v\u0161e, aby u\u017eivatel, kter\u00fd se ji\u017e nach\u00e1z\u00ed na str\u00e1nce, koupil co nejv\u00edce. V\u00fdsledky v\u00fdzkumu Marketing Metrics ukazuj\u00ed, \u017ee v p\u0159\u00edpad\u011b z\u00e1kazn\u00edka, kter\u00fd je ji\u017e rozhodnut\u00fd pro n\u00e1kup, \u010din\u00ed pravd\u011bpodobnost dal\u0161\u00edho n\u00e1kupu 60-70%. Oproti tomu pro osoby, kter\u00e9 chceme z\u00edskat jako nov\u00e9 z\u00e1kazn\u00edky, \u010din\u00ed pravd\u011bpodobnost proveden\u00ed n\u00e1kupu pouze 5-20%. Z\u00e1v\u011br? Pe\u010duj o z\u00e1kazn\u00edka, kter\u00e9ho jsi ji\u017e z\u00edskal, a on Ti to oplat\u00ed<\/p>\n<\/div>\n

\n

dal\u0161\u00edm n\u00e1kupem!<\/p>\n<\/div>\n

\n<\/div>\n
\n

A pr\u00e1v\u011b v tomto okam\u017eiku p\u0159ich\u00e1z\u00ed s pomoc\u00ed cross-selling, kter\u00fd zp\u016fsob\u00ed, \u017ee Tv\u016fj z\u00e1kazn\u00edk vlo\u017e\u00ed do ko\u0161\u00edku dal\u0161\u00ed v\u00fdrobky. A v\u00edce prodan\u00fdch v\u00fdrobk\u016f v pr\u016fb\u011bhu jedn\u00e9 transakce znamen\u00e1 v\u011bt\u0161\u00ed zisk. Bez dal\u0161\u00edch n\u00e1klad\u016f, bez n\u00e1mahy, bez nutnosti hrazen\u00ed dal\u0161\u00edch reklamn\u00edch kampan\u00ed. A jak je tento zisk velk\u00fd?<\/p>\n<\/div>\n

\n<\/div>\n
\n

V e-commerce a\u017e 10% obratu poch\u00e1z\u00ed z dopl\u0148kov\u00e9ho prodeje!<\/b><\/p>\n<\/div>\n

\n<\/div>\n
\n

Technika cross-sell (k\u0159\u00ed\u017eov\u00fd nebo dopl\u0148uj\u00edc\u00ed prodej) spo\u010d\u00edv\u00e1 ve vyb\u00edzen\u00ed z\u00e1kazn\u00edka k n\u00e1kupu v\u00fdrobku souvisej\u00edc\u00edho s jeho jin\u00fdm n\u00e1kupem. Pak se mu doporu\u010duje komplement\u00e1rn\u00ed v\u00fdrobky, tedy dopl\u0148uj\u00edc\u00ed ten v\u00fdrobek, o kter\u00fd se ji\u017e zaj\u00edm\u00e1.<\/p>\n<\/div>\n

\n<\/div>\n
\n

Nap\u0159\u00edklad: z\u00e1kazn\u00edk vlo\u017eil do n\u00e1kupn\u00edho ko\u0161\u00edku fotoapar\u00e1t. Doporu\u010den\u00ed objektivu nebo dodate\u010dn\u00e9 pam\u011b\u0165ov\u00e9 karty vyvolaj\u00ed dal\u0161\u00ed pot\u0159ebu a zp\u016fsob\u00ed dal\u0161\u00ed n\u00e1kupn\u00ed impuls. Ve v\u00fdsledku v ko\u0161\u00edku m\u00edsto jednoho p\u0159istanou dva nebo t\u0159\u00ed v\u00fdrobky.<\/p>\n<\/div>\n

\n<\/div>\n
\n

Dobr\u00e1 tedy, ale jak to \u00fa\u010dinn\u011b ud\u011blat?<\/h2>\n<\/div>\n
\n

Cross-selling je jednou z m\u00e1la obchodn\u00edch technik, kterou lze pou\u017eit pro absolutn\u011b ka\u017ed\u00fd v\u00fdrobek. Tzv. n\u00e1hodn\u00fd (slep\u00fd) cross-sell m\u016f\u017ee v\u0161ak m\u00edt opa\u010dn\u00fd dopad. Aby co mo\u017en\u00e1 nejefektivn\u011bji vyu\u017eit mo\u017enosti t\u00e9to techniky.<\/p>\n<\/div>\n

\n<\/div>\n
\n

1.<\/b> Jak ji\u017e samotn\u00fd n\u00e1zev napov\u00edd\u00e1, tato strategie spo\u010d\u00edv\u00e1 v doporu\u010den\u00ed dopl\u0148uj\u00edc\u00edch v\u00fdrobk\u016f. Je proto nutno nab\u00edzet pouze v\u00fdrobky, kter\u00e9 dopl\u0148uj\u00ed ten sou\u010dasn\u011b prohl\u00ed\u017een\u00fd a nep\u0159edstavuj\u00ed jeho alternativu. Z\u00e1rove\u0148 by m\u011bly pouze nepatrn\u011b navy\u0161ovat hodnotu ko\u0161\u00edku- pak se z\u00e1kazn\u00edci ochotn\u011bji rozhoduj\u00ed pro n\u00e1kup.<\/p>\n<\/div>\n

\n<\/div>\n
\n

2.<\/b> R\u00e1me\u010dek s doporu\u010den\u00edm je nutno um\u00edstit na spr\u00e1vn\u00e9m m\u00edst\u011b, aby se zrak u\u017eivatel na n\u011bm automaticky zastavil. Ide\u00e1ln\u00ed je jej um\u00edstit na prav\u00e9 stran\u011b nebo pod prohl\u00ed\u017een\u00fdm v\u00fdrobkem. Automatick\u00fd sm\u011br \u010dten\u00ed a prohl\u00ed\u017een\u00ed obsahu je postupn\u011b: zleva doprava a shora dol\u016f. Pro p\u0159\u00edjemce bude proto doporu\u010den\u00ed p\u0159edstavovat dal\u0161\u00ed \u010d\u00e1st nab\u00eddky a nebude vn\u00edm\u00e1no jako reklama.<\/p>\n<\/div>\n

\n<\/div>\n
\n

3. <\/b>Je nutno si pamatovat, \u017ee cross-selling je nej\u00fasp\u011b\u0161n\u011bj\u0161\u00ed, kdy\u017e je z\u00e1kazn\u00edk ji\u017e pro prvn\u00ed v\u00fdrobek rozhodnut\u00fd- tedy na \u00farovni n\u00e1kupn\u00edho ko\u0161\u00edku. Z\u00e1kazn\u00edk p\u0159ech\u00e1z\u00ed do n\u00e1kupn\u00edho ko\u0161\u00edku, aby dokon\u010dil transakci, a v tomto okam\u017eiku je vhodn\u00e9 mu nab\u00eddnout komplement\u00e1rn\u00ed v\u00fdrobek. Nejen\u017ee zv\u011bt\u0161\u00edme zisk z jedn\u00e9 transakce, ale tak\u00e9 zp\u016fsob\u00edme spokojenost z\u00e1kazn\u00edka spojenou s n\u00e1kupem cel\u00e9 sady, kterou pot\u0159ebuje. Nap\u0159\u00edklad: p\u0159i n\u00e1kupu objektivu je vhodn\u00e9 doporu\u010dit kart\u00e1\u010dek pro jeho \u00fadr\u017ebu nebo dodate\u010dn\u00fd filtr.<\/p>\n<\/div>\n

\n<\/div>\n
\n

4. <\/b>V r\u00e1me\u010dku s doporu\u010den\u00edm by se m\u011bly nach\u00e1zet pouze nejefektivn\u011bj\u0161\u00ed propojen\u00ed v\u00fdrobk\u016f. Vytvo\u0159en\u00ed takov\u00fdch kombinac\u00ed nen\u00ed mo\u017en\u00e9 v p\u0159\u00edpad\u011b ru\u010dn\u00edch doporu\u010den\u00ed. Je nezbytn\u00fd pokro\u010dil\u00fd algoritmus, kter\u00fd prozkoum\u00e1 chov\u00e1n\u00ed ka\u017ed\u00e9ho u\u017eivatele na str\u00e1nce a na z\u00e1klad\u011b nashrom\u00e1\u017ed\u011bn\u00fdch behavior\u00e1ln\u00edch \u00fadaj\u016f zvol\u00ed pro n\u011bj vhodn\u00e9 v\u00fdrobky. Je proto d\u016fle\u017eit\u00e1 nejen p\u0159esnost volby vzhledem k v\u00fdrobku, o kter\u00fd se ji\u017e zaj\u00edm\u00e1, ale tak\u00e9 cel\u00e1 historie jeho vyhled\u00e1v\u00e1n\u00ed. Nap\u0159\u00edklad: z\u00e1kazn\u00edk si kupuje dal\u0161\u00ed objektiv do fotoapar\u00e1tu. Naposledy si v\u0161ak ji\u017e koupil kart\u00e1\u010dek na \u010di\u0161t\u011bn\u00ed objektivu-algoritmus to bleskov\u011b zohled\u0148uje a v\u00fdrobek mu nen\u00ed op\u011btovn\u011b doporu\u010dov\u00e1n. M\u00edsto toho je mu doporu\u010den barevn\u00fd filtr a vhodn\u00fd kryt.<\/p>\n<\/div>\n

\n<\/div>\n
\n

5. <\/b>Posledn\u00ed z\u00e1sadou dobr\u00e9ho cross-sellingu je call to action a \u0161ikovn\u011b do n\u011bj propleten\u00fd prvek v\u00fdhod. V praxi to vypad\u00e1 tak, \u017ee v pouh\u00fdch n\u011bkolika slovech je nutno vytvo\u0159it dal\u0161\u00ed pot\u0159ebu a p\u0159esv\u011bd\u010dit z\u00e1kazn\u00edka, aby u\u010dinil rychl\u00e9 rozhodnut\u00ed o n\u00e1kupu. Z\u016fsta\u0148me p\u0159i t\u00e9matice fotoapar\u00e1t\u016f- z\u00e1kazn\u00edk ji\u017e vlo\u017eil v\u00fdrobek do ko\u0161\u00edku <\/p>\n<\/div>\n

\n

a ty v tomto okam\u017eiku prom\u00edt\u00e1\u0161 hl\u00e1\u0161en\u00ed: Objednejte si tak\u00e9 vodot\u011bsn\u00e9 pouzdro pro mo\u017enost focen\u00ed pod vodou!<\/i><\/p>\n<\/div>\n

\n<\/div>\n
\n

Vsad\u00edme se, \u017ee si ho koup\u00ed…?<\/p>\n<\/div>\n<\/article>\n","protected":false},"excerpt":{"rendered":"

Dobr\u00fd v\u00fdrobek je kl\u00ed\u010dov\u00fdm faktorem, kter\u00fd z\u00e1ru\u010d\u00ed \u00fasp\u011b\u0161nost e-obchodu. Av\u0161ak d\u00edky pou\u017eit\u00ed vhodn\u00fdch strategi\u00ed je mo\u017en\u00e9 generovat je\u0161t\u011b v\u011bt\u0161\u00ed v\u00fdnos z jeho prodeje<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[9],"tags":[],"class_list":["post-106","post","type-post","status-publish","format-standard","hentry","category-know-how"],"_links":{"self":[{"href":"https:\/\/help.quarticon.com\/cs\/wp-json\/wp\/v2\/posts\/106","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/help.quarticon.com\/cs\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/help.quarticon.com\/cs\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/help.quarticon.com\/cs\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/help.quarticon.com\/cs\/wp-json\/wp\/v2\/comments?post=106"}],"version-history":[{"count":1,"href":"https:\/\/help.quarticon.com\/cs\/wp-json\/wp\/v2\/posts\/106\/revisions"}],"predecessor-version":[{"id":141,"href":"https:\/\/help.quarticon.com\/cs\/wp-json\/wp\/v2\/posts\/106\/revisions\/141"}],"wp:attachment":[{"href":"https:\/\/help.quarticon.com\/cs\/wp-json\/wp\/v2\/media?parent=106"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/help.quarticon.com\/cs\/wp-json\/wp\/v2\/categories?post=106"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/help.quarticon.com\/cs\/wp-json\/wp\/v2\/tags?post=106"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}