{"id":6561,"date":"2023-12-14T15:13:00","date_gmt":"2023-12-14T13:13:00","guid":{"rendered":"https:\/\/masterbase.com\/es\/es\/es\/es\/?p=6561"},"modified":"2024-01-19T19:19:21","modified_gmt":"2024-01-19T17:19:21","slug":"a-b-tesztek-harom-kihivast-kell-lekuzdenie-a-nagy-nyereseg-eleresehez","status":"publish","type":"post","link":"https:\/\/masterbase.com\/hu\/pruebas-a-b-tres-desafios-que-debes-vencer-para-obtener-grandes-beneficios\/masterbase\/","title":{"rendered":"A \/ B tesztek: H\u00e1rom kih\u00edv\u00e1s, amit le kell k\u00fczdenie a nagy nyeres\u00e9ghez"},"content":{"rendered":"<p style=\"text-align: justify;\"><!--more--><\/p>\n<p style=\"text-align: justify;\">Az eredm\u00e9nyek pedig m\u00e9rhet\u0151k \u00e9s egy\u00e9rtelm\u0171en k\u00f6z\u00f6lhet\u0151k az \u00fcgyfelekkel. T\u00f6bb sz\u00e1z sikert\u00f6rt\u00e9net sz\u00fcletett az A\/B tesztel\u00e9ssel, p\u00e9ld\u00e1ul egy e-kereskedelmi strat\u00e9gia, amely 36%-tel t\u00f6bb kos\u00e1rz\u00e1r\u00e1st gener\u00e1lt, vagy egy eg\u00e9szs\u00e9g\u00fcgyi marketing teszt, amely 638%-tel n\u00f6velte a leadek sz\u00e1m\u00e1t.<\/p>\n<p style=\"text-align: justify;\">De ezt az eredm\u00e9nyszintet nem k\u00f6nny\u0171 el\u00e9rni. Az A\/B tesztel\u00e9ssel a konverzi\u00f3 optimaliz\u00e1l\u00e1sa \u00e9rdek\u00e9ben v\u00e1llalatokkal egy\u00fcttm\u0171k\u00f6dve megfigyelt\u00fcnk n\u00e9h\u00e1ny k\u00f6z\u00f6s von\u00e1st a v\u00e1llalatok el\u0151tt \u00e1ll\u00f3 kih\u00edv\u00e1sokban, f\u00fcggetlen\u00fcl att\u00f3l, hogy nagy vagy kicsi, B2B vagy B2C, e-kereskedelem vagy leadgener\u00e1l\u00e1s.<\/p>\n<h3 style=\"text-align: justify;\">Kih\u00edv\u00e1s 1: Tudni, mit kell tesztelni<\/h3>\n<p style=\"text-align: justify;\">Nem adhatja ki ugyanannak a kommunik\u00e1ci\u00f3s anyagnak k\u00e9t v\u00e1ltozat\u00e1t, \u00e9s nem v\u00e1rhatja el egyszer\u0171en az elk\u00f6telezetts\u00e9gi mutat\u00f3k javul\u00e1s\u00e1t. A marketingesek gyorsan megtanulj\u00e1k, hogy n\u00e9h\u00e1ny apr\u00f3 v\u00e1ltoztat\u00e1s, amely az\u00e9rt vonz\u00f3, mert k\u00f6nnyen megval\u00f3s\u00edthat\u00f3, nem el\u00e9g hat\u00e1sos a v\u00e1ltoz\u00e1shoz. Azt is tudj\u00e1k, hogy a dr\u00e1mai m\u00f3dos\u00edt\u00e1sok vesztes\u00e9geket eredm\u00e9nyezhetnek.<\/p>\n<p>Ahhoz, hogy tudja, mit kell tesztelnie, el\u0151sz\u00f6r is tudnia kell, hol kell tesztelnie. Ez az a pont, ahol az \u00fcgyf\u00e9ladatok nagyon meghat\u00e1roz\u00f3ak lehetnek. Futtasson elemz\u00e9st a metrik\u00e1kr\u00f3l az \u00e9letcikluson, az \u00e9rt\u00e9kes\u00edt\u00e9si t\u00f6lcs\u00e9ren vagy az \u00d6n \u00e1ltal v\u00e9gzett kommunik\u00e1ci\u00f3 t\u00edpus\u00e1n bel\u00fcl, hogy egyik \u00e1llapotb\u00f3l a m\u00e1sikba l\u00e9pjenek, \u00e9s azonos\u00edtsa, hol sz\u0171r\u0151dnek ki. Hov\u00e1 esnek a potenci\u00e1lis \u00fcgyfelek?<\/p>\n<h3 style=\"text-align: justify;\">Kih\u00edv\u00e1s 2: \u00c9rv\u00e9nyes tesztek futtat\u00e1sa<\/h3>\n<p style=\"text-align: justify;\">Itt elk\u00f6vethetj\u00fck azt a hib\u00e1t, hogy azt hissz\u00fck, hogy felfedeztek egy k\u00e9pletet a konverzi\u00f3 n\u00f6vel\u00e9s\u00e9re, holott ez nem \u00edgy van. Egy m\u00e1sik lehets\u00e9ges hiba az, hogy figyelmen k\u00edv\u00fcl hagyjuk a konverzi\u00f3 n\u00f6veked\u00e9s\u00e9t.<\/p>\n<p style=\"text-align: justify;\">Az A\/B tesztel\u00e9s sikeres taktika, mivel el\u0151rejelz\u0151 ereje miatt. Ahhoz, hogy a teszteredm\u00e9nyek val\u00f3ban el\u0151rejelz\u0151 szerepet t\u00f6ltsenek be, biztos\u00edtani kell, hogy azok t\u00fckr\u00f6zz\u00e9k az \u00fcgyf\u00e9l viselked\u00e9s\u00e9t, \u00e9s hogy a teszt sor\u00e1n v\u00e9grehajtott v\u00e1ltoztat\u00e1s v\u00e1ltotta ki az \u00faj eredm\u00e9nyeket.<\/p>\n<p style=\"text-align: justify;\">Ennek \u00e9rdek\u00e9ben a k\u00eds\u00e9rletet tudom\u00e1nyos m\u00f3don kell fel\u00e1ll\u00edtani \u00e9s ellen\u0151rizni, \u00e9s el kell ker\u00fclni az \u00e9rv\u00e9nyess\u00e9get fenyeget\u0151 vesz\u00e9lyeket, mint p\u00e9ld\u00e1ul:<\/p>\n<ul style=\"text-align: justify;\">\n<li><strong style=\"font-weight: bold;\">K\u00e9zbes\u00edthet\u0151s\u00e9gi hat\u00e1sok:<\/strong> pl. 10 000 \u00fczenetet nem k\u00e9zbes\u00edtettek a szerver meghib\u00e1sod\u00e1sa miatt.<\/li>\n<li><strong style=\"font-weight: bold;\">A t\u00f6rt\u00e9nelem hat\u00e1sai:<\/strong> p\u00e9ld\u00e1ul v\u00e1ratlan rekl\u00e1m a term\u00e9k k\u00f6r\u00fcl pontosan a teszt lefuttat\u00e1s\u00e1nak idej\u00e9n, olyan marketingkamp\u00e1ny, amely \u00e1tmenetileg az egyik ir\u00e1nyba tolja el a keresletet, a teszt lefuttat\u00e1sa csak 20 \u00f3r\u00e1n kereszt\u00fcl egy keddi napon, amikor a h\u00e9tv\u00e9gi forgalom nagyon m\u00e1sk\u00e9pp viselkedik, vagy a teszt lefuttat\u00e1sa az e-kereskedelmi webhelyen a decemberi \u00fcnnepek rendk\u00edv\u00fcl motiv\u00e1lt forgalm\u00e1val, \u00e9s arra sz\u00e1m\u00edt, hogy janu\u00e1rban ugyanezeket az eredm\u00e9nyeket kapja.<\/li>\n<li><strong style=\"font-weight: bold;\">Szelekci\u00f3s hat\u00e1sok:<\/strong> p\u00e9ld\u00e1ul egy m\u00e1sik r\u00e9szleg olyan pay-per-click hirdet\u00e9st futtat, amely az \u00d6n tesztj\u00e9nek futtat\u00e1s\u00e1val egyidej\u0171leg a saj\u00e1t kamp\u00e1nyukban szerepl\u0151 c\u00e9loldalra ir\u00e1ny\u00edtja a forgalmat, vagy az \u00fcgyfelek automatikusan kiv\u00e1lasztj\u00e1k, hogy melyik kezel\u00e9st l\u00e1tj\u00e1k.<\/li>\n<li><strong style=\"font-weight: bold;\">A torz\u00edt\u00f3 hat\u00e1sok mintav\u00e9tele:<\/strong> Ez a v\u00e9letlen lehet\u0151s\u00e9g lek\u00fczd\u00e9s\u00e9hez elegend\u0151 mintanagys\u00e1g \u00f6sszegy\u0171jt\u00e9s\u00e9nek elmulaszt\u00e1sa. P\u00e9ld\u00e1ul annak meghat\u00e1roz\u00e1sa, hogy egy teszt 100 v\u00e1lasz alapj\u00e1n \u00e9rv\u00e9nyes.<\/li>\n<\/ul>\n<h3 style=\"text-align: justify;\">Kih\u00edv\u00e1s 3: A teszteredm\u00e9nyek \u00e9rtelmez\u00e9se<\/h3>\n<p style=\"text-align: justify;\">Tegy\u00fck fel, hogy sikeresen teljes\u00edti az 1. \u00e9s 2. pontot, \u00e9s nagyszer\u0171 eredm\u00e9nyt \u00e9r el. M\u00e9g mindig van egy alapvet\u0151 k\u00e9rd\u00e9s, amelyre v\u00e1laszt kell tal\u00e1lni: Mi\u00e9rt? Mi\u00e9rt viselkednek \u00fagy az \u00fcgyfelek, ahogyan viselkednek? Mit tudt\u00e1l meg az \u00fcgyfelekr\u0151l, \u00e9s hogyan tudod felhaszn\u00e1lni ezt a tud\u00e1st?<\/p>\n<p style=\"text-align: justify;\">A teszteredm\u00e9nyek \u00e9rtelmez\u00e9se nem korl\u00e1toz\u00f3dhat a teszt elv\u00e9gz\u00e9s\u00e9t k\u00f6zvetlen\u00fcl k\u00f6vet\u0151 id\u0151szakra. Val\u00f3j\u00e1ban az eredm\u00e9nyek \u00e9rtelmez\u00e9s\u00e9nek kulcsa k\u00f6zvetlen\u00fcl a v\u00e9grehajt\u00e1s el\u0151tt rejlik. A hipot\u00e9zis fel\u00e1ll\u00edt\u00e1s\u00e1r\u00f3l van sz\u00f3 azzal a c\u00e9llal, hogy alaposan meg\u00e9rts\u00fck az \u00fcgyf\u00e9l gondolkod\u00e1si folyamatait a t\u00f6lcs\u00e9r kulcsfontoss\u00e1g\u00fa \u00e1tad\u00e1si pontjain, hogy n\u00f6velni tudjuk az \u00e9szlelt \u00e9rt\u00e9ket \u00e9s cs\u00f6kkenteni az \u00e9szlelt k\u00f6lts\u00e9geket.<\/p>\n<p style=\"text-align: justify;\">Ha meg\u00e9rti, hogy az \u00e9rdekl\u0151d\u0151k mit gondolnak a v\u00e1s\u00e1rl\u00e1si folyamat minden egyes szakasz\u00e1ban, jobban meg tudja majd tal\u00e1lni a motiv\u00e1ci\u00f3jukat, \u00e9s gyorsabban \u00e1t tudja mozgatni \u0151ket az \u00e9rt\u00e9kes\u00edt\u00e9si t\u00f6lcs\u00e9ren.<\/p>\n<p style=\"text-align: justify;\">A c\u00e9l nem egyszer\u0171en a KPI (kulcsfontoss\u00e1g\u00fa teljes\u00edtm\u00e9nymutat\u00f3) n\u00f6vel\u00e9se kell, hogy legyen, hanem annak meg\u00e9rt\u00e9se, hogy hogyan lehet jobban kiszolg\u00e1lni az \u00fcgyfelet a marketing\u00fczenetekkel, az \u00e9rt\u00e9kes\u00edt\u00e9si folyamattal \u00e9s ak\u00e1r a term\u00e9kekkel. \u00c9s ezen a meg\u00e9rt\u00e9sen kereszt\u00fcl jav\u00edtani fogja az eredm\u00e9nyeket.<\/p>\n<p style=\"text-align: justify;\">Teh\u00e1t m\u00e9g ha a tesztkezel\u00e9s v\u00e9g\u00fcl kevesebb konverzi\u00f3t eredm\u00e9nyez is, az nem jelent vesztes\u00e9get, mert az \u00fcgyf\u00e9lr\u0151l szerzett betekint\u00e9st. Ha az adat az internet kor\u00e1nak p\u00e9nzneme, akkor az \u00fcgyf\u00e9lismeret az arany standard: a k\u00f6zponti adat, amelyhez minden marketinget k\u00f6zvetlen\u00fcl kell kapcsolni.<\/p>\n<p style=\"text-align: justify;\">\u00c9s v\u00e9gs\u0151 soron \u00edgy \u00e9rhet\u0151 el hossz\u00fa t\u00e1v\u00fa nyeres\u00e9g az A\/B tesztel\u00e9ssel.<\/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>Az A\/B tesztel\u00e9s leny\u0171g\u00f6z\u0151 eredm\u00e9nyeket hozhat, mivel lehet\u0151v\u00e9 teszi a marketingesek sz\u00e1m\u00e1ra, hogy kider\u00edts\u00e9k, mi az, ami val\u00f3ban m\u0171k\u00f6dik.<\/p>","protected":false},"author":239642484,"featured_media":8158,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_crdt_document":"","jetpack_post_was_ever_published":false,"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"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 v27.3 - 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, 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