{"id":109,"date":"2025-09-11T14:05:12","date_gmt":"2025-09-11T12:05:12","guid":{"rendered":"https:\/\/rs.quarticon.com\/cs\/?p=109"},"modified":"2025-09-11T14:05:12","modified_gmt":"2025-09-11T12:05:12","slug":"strnka-koku-zda-jet-prodvat","status":"publish","type":"post","link":"https:\/\/help.quarticon.com\/cs\/strnka-koku-zda-jet-prodvat\/","title":{"rendered":"Str\u00e1nka ko\u0161\u00edku: zda je\u0161t\u011b prod\u00e1vat?"},"content":{"rendered":"
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Ko\u0161\u00edk, tedy jedno z kl\u00ed\u010dov\u00fdch m\u00edst v online obchod\u011b. Vzorov\u011b konstruovan\u00e1 str\u00e1nka<\/p>\n<\/div>\n

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ko\u0161\u00edku je ta, kter\u00e1 dodr\u017euje rovnov\u00e1hu mezi konverzi a \u0161anci zv\u011bt\u0161it hodnotu objedn\u00e1vky. Konkr\u00e9tn\u011b \u0159e\u010deno, je nutno se vyh\u00fdbat situac\u00edm, kdy z\u00e1kazn\u00edk p\u0159ech\u00e1z\u00ed na jinou substr\u00e1nku, a sou\u010dasn\u011b ho povzbudit k dal\u0161\u00edmu n\u00e1kupu. Dneska se podrobn\u011bji pod\u00edv\u00e1me na \u00fa\u010dinnou strategii doporu\u010den\u00ed na str\u00e1nce ko\u0161\u00edku.<\/p>\n<\/div>\n

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Co jsou doporu\u010den\u00ed na str\u00e1nce ko\u0161\u00edku?<\/h2>\n<\/div>\n
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Doporu\u010den\u00ed na str\u00e1nce ko\u0161\u00edku se zobrazuj\u00ed, kdy si z\u00e1kazn\u00edk kontroluje jeho obsah. D\u011bl\u00e1 to ve dvou p\u0159\u00edpadech:<\/p>\n<\/div>\n

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    aby ov\u011b\u0159il n\u00e1kupn\u00ed seznam a odstranil z n\u011bj ur\u010dit\u00e9 v\u00fdrobky,<\/p>\n<\/div>\n<\/li>\n

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    s c\u00edlem doplnit objedn\u00e1vku a p\u0159ej\u00edt k placen\u00ed.<\/p>\n<\/div>\n<\/li>\n<\/ul>\n<\/div>\n

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    Zobrazuj\u00ed se mu tehdy doporu\u010den\u00ed generovan\u00e1 na z\u00e1klad\u011b informac\u00ed o v\u00fdrobc\u00edch, kter\u00e9 se ji\u017e nach\u00e1zej\u00ed v ko\u0161\u00edku. Z\u00e1kazn\u00edk vid\u00ed p\u0159ed sebou zpravidla r\u00e1me\u010dek s n\u00e1zvem \u2018Z\u00e1kazn\u00edci, kte\u0159\u00ed si koupili tento v\u00fdrobek, koupili tak\u00e9\u2019.<\/i> Tato doporu\u010den\u00ed maj\u00ed obrov-<\/p>\n<\/div>\n

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    sk\u00fd prodejn\u00ed potenci\u00e1l. Existuje v\u0161ak \u0159ada pravidel, kter\u00e9 rozhoduj\u00ed o jejich \u00fasp\u011bchu.<\/p>\n<\/div>\n

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    Co ch\u00e1peme jako \u00fasp\u011bch v tomto p\u0159\u00edpad\u011b?<\/p>\n<\/div>\n

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      Zadr\u017een\u00ed z\u00e1kazn\u00edka na str\u00e1nce ko\u0161\u00edku<\/p>\n<\/div>\n<\/li>\n

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      Prodej nach\u00e1zej\u00edc\u00edch se v n\u011bm v\u00fdrobku<\/p>\n<\/div>\n<\/li>\n

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      Povzbuzen\u00ed z\u00e1kazn\u00edka k n\u00e1kupu nav\u00edc<\/p>\n<\/div>\n<\/li>\n<\/ul>\n<\/div>\n

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      N\u00ed\u017ee podrobn\u011b popisujeme nej\u00fa\u010dinn\u011bj\u0161\u00ed strategii.<\/p>\n<\/div>\n

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      Vhodn\u011b zvolen\u00e9 komplement\u00e1rn\u00ed v\u00fdrobky<\/h2>\n<\/div>\n
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      O \u00fa\u010dinnosti doporu\u010den\u00ed rozhoduje p\u0159edev\u0161\u00edm strategie prodeje. <\/b>Obecnou chybou <\/p>\n<\/div>\n

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      je doporu\u010dov\u00e1n\u00ed podobn\u00fdch produkt\u016f. Nap\u0159\u00edklad: z\u00e1kazn\u00edk se rozhodl pro koupi notebooku. P\u0159ech\u00e1z\u00ed do ko\u0161\u00edku, aby dokon\u010dil transakci, a zde jsou mu doporu\u010deny dal\u0161\u00ed modely. Doporu\u010den\u00ed p\u0159in\u00e1\u0161\u00ed opa\u010dn\u00fd v\u00fdsledek ne\u017e ten \u017e\u00e1douc\u00ed: dezorientuje kupuj\u00edc\u00edho. Kupuj\u00edc\u00ed opou\u0161t\u00ed ko\u0161\u00edk a znova za\u010d\u00edn\u00e1 proces vyhled\u00e1v\u00e1n\u00ed vhodn\u00e9ho v\u00fdrobku.<\/p>\n<\/div>\n

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      Jak to ud\u011blat spr\u00e1vn\u011b? Nej\u00fa\u010dinn\u011bj\u0161\u00ed strategii je cross-sell!<\/b> Navrhni komplement\u00e1rn\u00ed v\u00fdrobky, kter\u00e9 budou tvo\u0159it dopln\u011bn\u00ed v\u00fdrobku v ko\u0161\u00edku. Doporu\u010d po\u010d\u00edta\u010dovou my\u0161 nebo p\u0159ehoz na obrazovku a z\u00e1kazn\u00edk m\u00edsto toho, aby koupil jeden v\u00fdrobek – koup\u00ed celou sadu. Nav\u00edc doporu\u010den\u00ed by m\u011bla b\u00fdt dynamick\u00e1, tj. bleskov\u011b p\u0159izp\u016fsobit sv\u016fj obsah ke zm\u011bn\u00e1m obsahu ko\u0161\u00edku.<\/p>\n<\/div>\n

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      V\u00fdrobky m\u00edrn\u011b zvy\u0161uj\u00edc\u00ed hodnotu objedn\u00e1vky<\/h2>\n<\/div>\n
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      Kdy z\u00e1kazn\u00edk p\u0159ech\u00e1z\u00ed do ko\u0161\u00edku, sm\u011b\u0159uje k ukon\u010den\u00ed n\u00e1kupn\u00edho procesu. Nen\u00ed vhodn\u00e9 mu doporu\u010dovat v\u00fdrobky, kter\u00fdch zakoupen\u00ed je spojeno s velk\u00fdm v\u00fddajem. Doporu\u010duj pouze levn\u011bj\u0161\u00ed v\u00fdrobky ne\u017e ten ji\u017e obsa\u017een\u00fd v ko\u0161\u00edku. Z\u00e1kazn\u00edk se r\u00e1d rozhodne pro n\u00e1kup, pokud uvid\u00ed funk\u010dn\u00ed v\u00fdrobek za niskou cenu. Vra\u0165me se je\u0161t\u011b jednou k p\u0159\u00edkladu notebooku. Pokud v posledn\u00ed etap\u011b prodeje budou doporu\u010deny<\/p>\n<\/div>\n

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      ut\u011brky na obrazovku, z\u00e1kazn\u00edk si je ur\u010dit\u011b koup\u00ed, jeliko\u017e:<\/p>\n<\/div>\n

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        tak m\u00e1lo stoj\u00ed,;<\/p>\n<\/div>\n<\/li>\n

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        uv\u011bdomuje si pot\u0159ebu, kterou je spr\u00e1vn\u00e1 p\u00e9\u010de o nov\u00fd p\u0159\u00edr\u016fstek.<\/p>\n<\/div>\n<\/li>\n<\/ul>\n<\/div>\n

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        V ko\u0161\u00edku nakonec p\u0159ist\u00e1vaj\u00ed dva v\u00fdrobky.<\/p>\n<\/div>\n

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        Konverze v oblasti ko\u0161\u00edku<\/h2>\n<\/div>\n
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        Pamatuj, \u017ee se Tv\u016fj z\u00e1kazn\u00edk nach\u00e1z\u00ed ji\u017e v posledn\u00ed etap\u011b n\u00e1kupn\u00edho procesu. Nem\u011bl bys ho proto od n\u011bho odv\u00e1d\u011bt. To v\u0161ak nevylu\u010duje dodate\u010dn\u00fd prodej! Jak vz\u00e1jemn\u011b spojit tyto dv\u011b kl\u00ed\u010dov\u00e9 ot\u00e1zky? V\u00fdrobek z r\u00e1me\u010dku doporu\u010den\u00ed, by m\u011bl po klinut\u00ed automaticky p\u0159ist\u00e1t v ko\u0161\u00edku. P\u0159esm\u011brov\u00e1n\u00ed na str\u00e1nku v\u00fdrobku je v tomto p\u0159\u00edpad\u011b zbyte\u010dnou aktivitou nav\u00edc. Zjednodu\u0161en\u00ed a zkr\u00e1cen\u00ed procesu prov\u00e1d\u011bn\u00ed n\u00e1kupu <\/p>\n<\/div>\n

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        je recept na vy\u0161\u0161\u00ed prodej. Tv\u016fj z\u00e1kazn\u00edk ur\u010dit\u011b docen\u00ed takov\u00e1 uleh\u010den\u00ed!<\/p>\n<\/div>\n

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        Doporu\u010den\u00ed pouze na str\u00e1nce shrnut\u00ed objedn\u00e1vky<\/h2>\n<\/div>\n
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        Od p\u0159echodu do ko\u0161\u00edku k dokon\u010den\u00ed transakce d\u011bl\u00ed u\u017eivatele dva kroky:<\/p>\n<\/div>\n

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          shrnut\u00ed objedn\u00e1vky,<\/p>\n<\/div>\n<\/li>\n

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          platba.<\/p>\n<\/div>\n<\/li>\n<\/ul>\n<\/div>\n

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          Kl\u00ed\u010dovou ot\u00e1zkou je to, kde zobraz\u00ed\u0161 n\u00e1vrhy v\u00fdrobk\u016f. Je vhodn\u00e9 nab\u00eddnout dopl\u0148uj\u00edc\u00ed<\/p>\n<\/div>\n

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          p\u0159\u00edslu\u0161enstv\u00ed z\u00e1kazn\u00edkovi, kter\u00fd jde ke kase. Pokud v\u0161ak ji\u017e dr\u017e\u00ed v ruce kreditn\u00ed kartu- je ji\u017e na to pozd\u011b. Pravidlo je n\u00e1sleduj\u00edc\u00ed: ano <\/b>pro doporu\u010den\u00ed na str\u00e1nce se shrnut\u00edm, ne pro doporu\u010den\u00ed na etap\u011b platby.<\/p>\n<\/div>\n

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          Stru\u010dn\u011b \u0159e\u010deno…<\/h2>\n<\/div>\n
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            strategie: v oblasti ko\u0161\u00edku pou\u017e\u00edvej cross-selling, tedy doporu\u010duj komplement\u00e1rn\u00ed v\u00fdrobky;<\/p>\n<\/div>\n<\/li>\n

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            cena: doporu\u010dovan\u00e9 v\u00fdrobky by m\u011bly b\u00fdt levn\u011bj\u0161\u00ed ne\u017e ty obsa\u017een\u00e9 v ko\u0161\u00edku;<\/p>\n<\/div>\n<\/li>\n

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            m\u00edsto: doporu\u010den\u00ed pou\u017e\u00edvej na str\u00e1nce se shrnut\u00edm objedn\u00e1vky;<\/p>\n<\/div>\n<\/li>\n

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            technologie: pou\u017e\u00edvej pouze dynamick\u00e1 doporu\u010den\u00ed;<\/p>\n<\/div>\n<\/li>\n

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            jednoduch\u00e9 \u0159e\u0161en\u00ed: proveden\u00ed dal\u0161\u00edho n\u00e1kupu by m\u011blo prob\u00edhat bez nutnosti opustit ko\u0161\u00edk.<\/p>\n<\/div>\n<\/li>\n<\/ul>\n<\/div>\n<\/article>\n","protected":false},"excerpt":{"rendered":"

            Ko\u0161\u00edk, tedy jedno z kl\u00ed\u010dov\u00fdch m\u00edst v online obchod\u011b. Vzorov\u011b konstruovan\u00e1 str\u00e1nkako\u0161\u00edku je ta, kter\u00e1 dodr\u017euje rovnov\u00e1hu mezi konverzi a \u0161anci zv\u011bt\u0161it hodnotu o<\/p>\n","protected":false},"author":0,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[9],"tags":[],"class_list":["post-109","post","type-post","status-publish","format-standard","hentry","category-know-how"],"_links":{"self":[{"href":"https:\/\/help.quarticon.com\/cs\/wp-json\/wp\/v2\/posts\/109","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"}],"replies":[{"embeddable":true,"href":"https:\/\/help.quarticon.com\/cs\/wp-json\/wp\/v2\/comments?post=109"}],"version-history":[{"count":0,"href":"https:\/\/help.quarticon.com\/cs\/wp-json\/wp\/v2\/posts\/109\/revisions"}],"wp:attachment":[{"href":"https:\/\/help.quarticon.com\/cs\/wp-json\/wp\/v2\/media?parent=109"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/help.quarticon.com\/cs\/wp-json\/wp\/v2\/categories?post=109"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/help.quarticon.com\/cs\/wp-json\/wp\/v2\/tags?post=109"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}