{"id":6561,"date":"2023-12-14T15:13:00","date_gmt":"2023-12-14T13:13:00","guid":{"rendered":"https:\/\/masterbase.com\/es\/es\/es\/es\/es\/?p=6561"},"modified":"2024-01-19T19:19:21","modified_gmt":"2024-01-19T17:19:21","slug":"testy-a-b-tri-vyzvy-ktere-musite-prekonat-abyste-dosahli-velkych-zisku","status":"publish","type":"post","link":"https:\/\/masterbase.com\/cs\/pruebas-a-b-tres-desafios-que-debes-vencer-para-obtener-grandes-beneficios\/masterbase\/","title":{"rendered":"Testy A \/ B: T\u0159i v\u00fdzvy, kter\u00e9 mus\u00edte p\u0159ekonat, abyste dos\u00e1hli velk\u00fdch zisk\u016f"},"content":{"rendered":"<p style=\"text-align: justify;\"><!--more--><\/p>\n<p style=\"text-align: justify;\">V\u00fdsledky lze m\u011b\u0159it a jasn\u011b je sd\u011blit z\u00e1kazn\u00edk\u016fm. Existuj\u00ed stovky \u00fasp\u011b\u0161n\u00fdch p\u0159\u00edklad\u016f A\/B testov\u00e1n\u00ed, nap\u0159\u00edklad strategie elektronick\u00e9ho obchodu, kter\u00e1 p\u0159inesla o 36% v\u00edce zav\u0159en\u00fdch ko\u0161\u00edk\u016f, nebo test marketingu ve zdravotnictv\u00ed, kter\u00fd zv\u00fd\u0161il po\u010det potenci\u00e1ln\u00edch z\u00e1kazn\u00edk\u016f o 638%.<\/p>\n<p style=\"text-align: justify;\">Takov\u00e9 \u00farovn\u011b v\u00fdsledk\u016f v\u0161ak nen\u00ed snadn\u00e9 dos\u00e1hnout. P\u0159i spolupr\u00e1ci s firmami na optimalizaci konverz\u00ed pomoc\u00ed A\/B testov\u00e1n\u00ed jsme vypozorovali n\u011bkter\u00e9 spole\u010dn\u00e9 rysy probl\u00e9m\u016f, kter\u00fdm \u010del\u00ed firmy, a\u0165 u\u017e jsou velk\u00e9 nebo mal\u00e9, B2B nebo B2C, e-commerce nebo lead generation.<\/p>\n<h3 style=\"text-align: justify;\">\u00dakol 1: V\u011bd\u011bt, co testovat<\/h3>\n<p style=\"text-align: justify;\">Nem\u016f\u017eete vydat dv\u011b verze stejn\u00e9ho komunika\u010dn\u00edho materi\u00e1lu a jednodu\u0161e o\u010dek\u00e1vat zv\u00fd\u0161en\u00ed m\u00edry zapojen\u00ed. Market\u00e9\u0159i rychle zjist\u00ed, \u017ee n\u011bkter\u00e9 mal\u00e9 zm\u011bny, kter\u00e9 jsou atraktivn\u00ed, proto\u017ee se snadno implementuj\u00ed, nejsou dostate\u010dn\u011b \u00fa\u010dinn\u00e9, aby vedly ke zm\u011bn\u011b. V\u011bd\u00ed tak\u00e9, \u017ee dramatick\u00e9 \u00fapravy mohou v\u00e9st ke ztr\u00e1t\u00e1m.<\/p>\n<p>Abyste v\u011bd\u011bli, co testovat, mus\u00edte nejprve v\u011bd\u011bt, kde testovat. Zde mohou b\u00fdt velmi rozhoduj\u00edc\u00ed \u00fadaje o va\u0161ich z\u00e1kazn\u00edc\u00edch. Prove\u010fte anal\u00fdzu metrik v r\u00e1mci \u017eivotn\u00edho cyklu, prodejn\u00edho trycht\u00fd\u0159e nebo typu komunikace, kterou prov\u00e1d\u00edte, abyste je p\u0159esunuli z jednoho stavu do druh\u00e9ho a zjistili, kde se filtruj\u00ed. Kam spadaj\u00ed potenci\u00e1ln\u00ed z\u00e1kazn\u00edci?<\/p>\n<h3 style=\"text-align: justify;\">V\u00fdzva 2: Prov\u00e1d\u011bn\u00ed platn\u00fdch test\u016f<\/h3>\n<p style=\"text-align: justify;\">Zde by se n\u011bkdo mohl dopustit chyby, kdy\u017e by se domn\u00edval, \u017ee byl objeven vzorec pro zv\u00fd\u0161en\u00ed konverze, a\u010dkoli tomu tak nen\u00ed. Dal\u0161\u00ed mo\u017enou chybou je p\u0159ehl\u00e9dnut\u00ed zv\u00fd\u0161en\u00ed konverze.<\/p>\n<p style=\"text-align: justify;\">A\/B testov\u00e1n\u00ed je \u00fasp\u011b\u0161nou taktikou d\u00edky sv\u00e9 prediktivn\u00ed s\u00edle. Aby v\u00fdsledky test\u016f hr\u00e1ly skute\u010dn\u011b prediktivn\u00ed roli, mus\u00edte zajistit, aby odr\u00e1\u017eely chov\u00e1n\u00ed z\u00e1kazn\u00edka a aby to byla pr\u00e1v\u011b zm\u011bna proveden\u00e1 v testu, kter\u00e1 vyvolala nov\u00e9 v\u00fdsledky.<\/p>\n<p style=\"text-align: justify;\">Aby toho bylo dosa\u017eeno, mus\u00ed b\u00fdt experiment sestaven a monitorov\u00e1n v\u011bdeck\u00fdm zp\u016fsobem a mus\u00ed se vyhnout hrozb\u00e1m pro jeho platnost, jako jsou:<\/p>\n<ul style=\"text-align: justify;\">\n<li><strong style=\"font-weight: bold;\">\u00da\u010dinky na doru\u010ditelnost:<\/strong> nap\u0159. 10 000 zpr\u00e1v nebylo doru\u010deno kv\u016fli poru\u0161e serveru.<\/li>\n<li><strong style=\"font-weight: bold;\">D\u016fsledky historie:<\/strong> nap\u0159\u00edklad neo\u010dek\u00e1van\u00e1 reklama kolem produktu p\u0159esn\u011b v dob\u011b, kdy je test prov\u00e1d\u011bn, marketingov\u00e1 kampa\u0148, kter\u00e1 do\u010dasn\u011b vych\u00fdl\u00ed popt\u00e1vku jedn\u00edm sm\u011brem, proveden\u00ed testu pouze na 20 hodin v \u00fater\u00fd, kdy se v\u00edkendov\u00e1 n\u00e1v\u0161t\u011bvnost chov\u00e1 velmi odli\u0161n\u011b, nebo proveden\u00ed testu na va\u0161em e-shopu s vysoce motivovanou prosincovou sv\u00e1te\u010dn\u00ed n\u00e1v\u0161t\u011bvnost\u00ed a o\u010dek\u00e1v\u00e1n\u00ed stejn\u00fdch v\u00fdsledk\u016f v lednu.<\/li>\n<li><strong style=\"font-weight: bold;\">V\u00fdb\u011brov\u00e9 efekty:<\/strong> nap\u0159\u00edklad jin\u00e1 divize spust\u00ed reklamu placenou za kliknut\u00ed, kter\u00e1 p\u0159ivede n\u00e1v\u0161t\u011bvn\u00edky na c\u00edlovou str\u00e1nku v jejich kampani ve stejnou dobu, kdy spust\u00edte sv\u016fj test, nebo si z\u00e1kazn\u00edci automaticky vyberou, kter\u00e9 o\u0161et\u0159en\u00ed se jim zobraz\u00ed.<\/li>\n<li><strong style=\"font-weight: bold;\">Vzorkov\u00e1n\u00ed efekt\u016f zkreslen\u00ed:<\/strong> Jedn\u00e1 se o neschopnost shrom\u00e1\u017edit dostate\u010dn\u011b velk\u00fd vzorek, kter\u00fd by p\u0159ekonal mo\u017enost n\u00e1hodn\u00e9ho v\u00fdb\u011bru. Nap\u0159\u00edklad ur\u010den\u00ed, \u017ee test je platn\u00fd na z\u00e1klad\u011b 100 odpov\u011bd\u00ed.<\/li>\n<\/ul>\n<h3 style=\"text-align: justify;\">V\u00fdzva 3: Interpretace v\u00fdsledk\u016f test\u016f<\/h3>\n<p style=\"text-align: justify;\">P\u0159edpokl\u00e1dejme, \u017ee \u00fasp\u011b\u0161n\u011b spln\u00edte body 1 a 2 a dos\u00e1hnete skv\u011bl\u00e9ho v\u00fdsledku. St\u00e1le je t\u0159eba zodpov\u011bd\u011bt z\u00e1kladn\u00ed ot\u00e1zku: Pro\u010d? Pro\u010d se z\u00e1kazn\u00edci chovaj\u00ed tak, jak se chovaj\u00ed? Co jste se o z\u00e1kazn\u00edkovi dozv\u011bd\u011bli a jak m\u016f\u017eete tyto znalosti vyu\u017e\u00edt?<\/p>\n<p style=\"text-align: justify;\">Interpretace v\u00fdsledk\u016f test\u016f by se nem\u011bla omezovat pouze na dobu bezprost\u0159edn\u011b po proveden\u00ed testu. Kl\u00ed\u010d k interpretaci v\u00fdsledk\u016f ve skute\u010dnosti le\u017e\u00ed t\u011bsn\u011b p\u0159ed proveden\u00edm. Jde o stanoven\u00ed hypot\u00e9zy s c\u00edlem d\u016fkladn\u011b pochopit my\u0161lenkov\u00e9 procesy z\u00e1kazn\u00edka v kl\u00ed\u010dov\u00fdch bodech dodac\u00edho trycht\u00fd\u0159e, abyste mohli zv\u00fd\u0161it vn\u00edmanou hodnotu a sn\u00ed\u017eit vn\u00edman\u00e9 n\u00e1klady.<\/p>\n<p style=\"text-align: justify;\">Kdy\u017e pochop\u00edte, co si potenci\u00e1ln\u00ed z\u00e1kazn\u00edci mysl\u00ed v jednotliv\u00fdch f\u00e1z\u00edch n\u00e1kupn\u00edho procesu, budete moci l\u00e9pe p\u0159izp\u016fsobit jejich motivaci a rychleji je posunout prodejn\u00edm trycht\u00fd\u0159em.<\/p>\n<p style=\"text-align: justify;\">C\u00edlem by nem\u011blo b\u00fdt pouh\u00e9 zv\u00fd\u0161en\u00ed KPI (kl\u00ed\u010dov\u00e9ho ukazatele v\u00fdkonnosti), ale pochopen\u00ed toho, jak m\u016f\u017eete l\u00e9pe slou\u017eit z\u00e1kazn\u00edkovi pomoc\u00ed marketingov\u00fdch sd\u011blen\u00ed, prodejn\u00edho procesu a dokonce i produkt\u016f. A d\u00edky tomuto pochopen\u00ed zlep\u0161\u00edte v\u00fdsledky.<\/p>\n<p style=\"text-align: justify;\">Tak\u017ee i kdy\u017e va\u0161e testov\u00e1n\u00ed nakonec p\u0159inese m\u00e9n\u011b konverz\u00ed, nen\u00ed to ve skute\u010dnosti ztr\u00e1ta, proto\u017ee jste z\u00edskali informace o z\u00e1kazn\u00edc\u00edch. Pokud jsou data m\u011bnou internetov\u00e9ho v\u011bku, pak je z\u00e1kaznick\u00fd vhled zlat\u00fdm standardem: \u00fast\u0159edn\u00edm \u00fadajem, na kter\u00fd mus\u00ed b\u00fdt ve\u0161ker\u00fd marketing p\u0159\u00edmo nav\u00e1z\u00e1n.<\/p>\n<p style=\"text-align: justify;\">A nakonec pr\u00e1v\u011b takto se dosahuje dlouhodob\u00fdch zisk\u016f pomoc\u00ed A\/B testov\u00e1n\u00ed.<\/p>\n<p><a style=\"user-select: auto;\" href=\"https:\/\/ebook.masterbase.com\/guia-basica-para-realizar-pruebas-en-email-marketing\" target=\"_blank\" rel=\"noopener noreferrer\"><img decoding=\"async\" style=\"width: 640px !important;\" src=\"https:\/\/out.filebunker.com\/I1012\/657b225b5db65500121d506d\/8ltkimn2hc6ij0fsdowtft7kftljhfbnbon0n2okhveyntd256n8kslvq20bc2vg\" width=\"640\" \/><\/a><\/p>","protected":false},"excerpt":{"rendered":"<p>A\/B testov\u00e1n\u00ed m\u016f\u017ee p\u0159in\u00e9st p\u016fsobiv\u00e9 v\u00fdsledky, proto\u017ee umo\u017e\u0148uje market\u00e9r\u016fm zjistit, co skute\u010dn\u011b funguje.<\/p>","protected":false},"author":239642484,"featured_media":8158,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_feature_clip_id":0,"_jetpack_memberships_contains_paid_content":false,"footnotes":"","jetpack_publicize_message":"","jetpack_publicize_feature_enabled":true,"jetpack_social_post_already_shared":true,"jetpack_social_options":{"image_generator_settings":{"template":"highway","default_image_id":0,"font":"","enabled":false},"version":2},"_wpas_customize_per_network":false,"jetpack_post_was_ever_published":false},"categories":[1405],"tags":[],"class_list":["post-6561","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-email-marketing"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.6 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Pruebas A \/ B: Tres desaf\u00edos que debes vencer para obtener grandes beneficios - MasterBase\u00ae<\/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:\/\/masterbase.com\/cs\/testy-a-b-tri-vyzvy-ktere-musite-prekonat-abyste-dosahli-velkych-zisku\/masterbase\/\" \/>\n<meta property=\"og:locale\" content=\"cs_CZ\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Pruebas A \/ B: Tres desaf\u00edos que debes vencer para obtener grandes beneficios - MasterBase\u00ae\" \/>\n<meta property=\"og:description\" content=\"Las pruebas A \/ B pueden generar resultados impresionantes porque permiten a los profesionales de marketing descubrir qu\u00e9 funciona realmente.\" \/>\n<meta property=\"og:url\" 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