vzakulisicz.com<\/a>, kter\u00e1 p\u0159ekl\u00e1d\u00e1 surov\u00e1 data do p\u0159\u00edb\u011bh\u016f, kter\u00e9 m\u00e1 smysl \u010d\u00edst. Nejde o magii. Jde o spojen\u00ed z\u00e1znamu obrazovky s anal\u00fdzou tepla a mapou klik\u016f. Najednou vid\u00edte, \u017ee lid\u00e9 na va\u0161\u00ed nov\u00e9 str\u00e1nce s k\u00e1vovary hledaj\u00ed informace o z\u00e1ruce tam, kde nen\u00ed. \u017de se zasek\u00e1vaj\u00ed na formul\u00e1\u0159i, proto\u017ee jedno pole je matouc\u00ed. \u017de ikona ko\u0161\u00edku v prav\u00e9m rohu je pro polovinu n\u00e1v\u0161t\u011bvn\u00edk\u016f neviditeln\u00e1.<\/p>\nP\u0159\u00edpadov\u00e1 studie, kter\u00e1 nem\u00e1 n\u00e1zev, ale m\u00e1 konkr\u00e9tn\u00ed \u010d\u00edsla<\/h2>\n
P\u0159edstavte si st\u0159edn\u011b velk\u00fd \u010desk\u00fd e-shop s d\u011btsk\u00fdm oble\u010den\u00edm. Majitel\u00e9 m\u011bli skv\u011bl\u00e9 fotografie, loaj\u00e1ln\u00ed komunitu na soci\u00e1ln\u00edch s\u00edt\u00edch a st\u00e1l\u00fd p\u0159\u00edsun nov\u00fdch kolekc\u00ed. P\u0159esto konverzn\u00ed pom\u011br z\u016fst\u00e1val t\u0159i \u010dtvrt\u011b roku na 1,2 %. Klasick\u00e1 analytika ukazovala, \u017ee lid\u00e9 odch\u00e1zej\u00ed z produktov\u00fdch str\u00e1nek. Pro\u010d? Spekulovalo se o cen\u011b, o doprav\u011b. Realita byla jin\u00e1. Z\u00e1znamy z\u00e1kaznick\u00fdch relac\u00ed odhalily opakuj\u00edc\u00ed se vzorec. Rodi\u010de, hlavn\u011b otcov\u00e9, p\u0159ich\u00e1zeli rychle naj\u00edt konkr\u00e9tn\u00ed velikost. Filtr velikost\u00ed byl sice p\u0159\u00edtomen, ale jeho pou\u017eit\u00ed vy\u017eadovalo t\u0159i kliknut\u00ed a na\u010dten\u00ed nov\u00e9 str\u00e1nky. Lid\u00e9 to zkou\u0161eli jednou, podruh\u00e9. Na pot\u0159et\u00ed web opustili. N\u00e1v\u0161t\u011bvn\u00edk nevid\u011bl probl\u00e9m s filtrem. Vid\u011bl jen to, \u017ee nena\u0161el, co hledal. Po p\u0159epracov\u00e1n\u00ed filtru na okam\u017eit\u00fd n\u00e1hled bez zbyte\u010dn\u00e9ho na\u010d\u00edt\u00e1n\u00ed se konverzn\u00ed pom\u011br na produktov\u00fdch str\u00e1nk\u00e1ch zv\u00fd\u0161il za m\u011bs\u00edc o 40 %. To nen\u00ed teorie. To je oprava jednoho prvku na z\u00e1klad\u011b d\u016fkazu, ne dojmu.<\/p>\n
To je s\u00edla pohledu do z\u00e1kulis\u00ed. Ne\u0159\u00edk\u00e1 v\u00e1m, co si mysl\u00edte, \u017ee byste m\u011bli zm\u011bnit. Ukazuje v\u00e1m, co lid\u00e9 skute\u010dn\u011b d\u011blaj\u00ed. V tom je rozd\u00edl mezi domn\u011bnkou a v\u011bdom\u00edm. Investice do takov\u00e9ho n\u00e1stroje nen\u00ed o n\u00e1kupu softwaru. Je o koupi \u010dasu. \u010casu, kter\u00fd byste jinak str\u00e1vili h\u00e1d\u00e1n\u00edm, A\/B testov\u00e1n\u00edm n\u00e1hodn\u00fdch hypot\u00e9z a \u010dek\u00e1n\u00edm na v\u00fdsledky, kter\u00e9 v\u00e1m ne\u0159eknou pro\u010d. Kdy\u017e vid\u00edte z\u00e1znam, jak se deset lid\u00ed po sob\u011b pokou\u0161\u00ed kliknout na obr\u00e1zek produktu v domn\u011bn\u00ed, \u017ee jej zv\u011bt\u0161\u00ed, a on m\u00edsto toho jen p\u0159ejede na dal\u0161\u00ed produkt v galerii, m\u00e1te jasno. \u00dakol je d\u00e1n. Oprava je jasn\u00e1. Efekt je m\u011b\u0159iteln\u00fd.<\/p>\n
Od tepla ke chladu: Kdy\u017e mapa kliknut\u00ed l\u017ee<\/h2>\n
Mnoho lid\u00ed zn\u00e1 heatmapy. Oblasti webu, kter\u00e9 jsou \u010derven\u00e9 od klik\u016f, vypadaj\u00ed aktivn\u011b. Zelen\u00e9 a modr\u00e9 plochy jsou pova\u017eov\u00e1ny za nez\u00e1jem. Jen\u017ee pozor. Tento pohled m\u016f\u017ee b\u00fdt nebezpe\u010dn\u011b zkresluj\u00edc\u00ed. Vid\u011bl jsem produktovou str\u00e1nku s drah\u00fdm fotoapar\u00e1tem. Heatmapa ukazovala obrovsk\u00e9 “teplo” na technick\u00fdch specifikac\u00edch v tabulce. Majitel byl nad\u0161en\u00fd. “Lidi to zaj\u00edm\u00e1!” \u0159ekl. Z\u00e1znamy obrazovky ale odhalily pravdu. Lid\u00e9 na tu tabulku neklikali, proto\u017ee ji cht\u011bli. M\u011bli na ni najet my\u0161\u00ed a z\u016fstat na m\u00edst\u011b, zoufale se sna\u017e\u00ed p\u0159e\u010d\u00edst mikroskopick\u00e9 p\u00edsmo v \u0161ed\u00e9 barv\u011b na sv\u011btl\u00e9m pozad\u00ed. My\u0161 tam z\u016fstala, a analytick\u00fd n\u00e1stroj to zaznamenal jako z\u00e1jem. Ve skute\u010dnosti to byl moment frustrace. Kdyby se spol\u00e9hal pouze na teplo, majitel by pos\u00edlil prvek, kter\u00fd ve skute\u010dnosti br\u00e1nil prodeji. Teprve kombinace z\u00e1znamu sezen\u00ed a analytick\u00fdch dat d\u00e1v\u00e1 smysl. Ukazuje nejen kde, ale i jak a pro\u010d.<\/p>\n
To je pr\u00e1ce s re\u00e1ln\u00fdm chov\u00e1n\u00edm. Ne s proxy daty. V\u00fdsledkem nen\u00ed jen vy\u0161\u0161\u00ed konverze. Je to p\u0159edev\u0161\u00edm \u00faspora rozpo\u010dtu. Kolik \u010desk\u00fdch e-shop\u016f utrat\u00ed tis\u00edce za PPC kampan\u011b, kter\u00e9 \u017eenou lidi na str\u00e1nku, je\u017e je pak odrad\u00ed \u0161patnou navigac\u00ed? Je to jako naj\u00edmat \u0161pi\u010dkov\u00e9ho deleg\u00e1ta, aby p\u0159ivedl hosty do restaurace, kde se pak zaseknou u dve\u0159\u00ed, proto\u017ee kliku neum\u00ed naj\u00edt. Investice do porozum\u011bn\u00ed t\u00e9to posledn\u00ed \u010d\u00e1sti cesty \u2013 t\u00e9 uvnit\u0159 va\u0161eho webu \u2013 m\u00e1 \u010dasto vy\u0161\u0161\u00ed n\u00e1vratnost ne\u017e investice do z\u00edsk\u00e1n\u00ed dal\u0161\u00edho n\u00e1v\u0161t\u011bvn\u00edka. Nejde o to \u0159\u00edct “n\u00e1\u0161 web je \u0161patn\u00fd”. Jde o to \u0159\u00edct “tady na t\u00e9to konkr\u00e9tn\u00ed str\u00e1nce, v tomto konkr\u00e9tn\u00edm okam\u017eiku, ztr\u00e1c\u00edme konkr\u00e9tn\u00ed lidi z konkr\u00e9tn\u00edho d\u016fvodu”. A pak to napravit. Web nikdy nen\u00ed hotov\u00fd. Je to \u017eiv\u00fd prostor, kter\u00fd pot\u0159ebuje \u00fadr\u017ebu zalo\u017eenou na skute\u010dn\u00e9m provozu, ne na domn\u011bnk\u00e1ch z porady. A ten provoz mluv\u00ed jasn\u011b, kdy\u017e mu d\u00e1te slovo.<\/p>","protected":false},"excerpt":{"rendered":"
Nechci v\u00e1m vypr\u00e1v\u011bt poh\u00e1dku o sv\u011bt\u011b, kde ka\u017ed\u00fd online o 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vypr\u00e1v\u011bt poh\u00e1dku o sv\u011bt\u011b, kde ka\u017ed\u00fd online 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