{"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-trzy-wyzwania-ktore-musisz-pokonac-aby-osiagnac-duze-zyski","status":"publish","type":"post","link":"https:\/\/masterbase.com\/pl\/pruebas-a-b-tres-desafios-que-debes-vencer-para-obtener-grandes-beneficios\/masterbase\/","title":{"rendered":"Testy A \/ B: Trzy wyzwania, kt\u00f3re musisz pokona\u0107, aby osi\u0105gn\u0105\u0107 du\u017ce zyski"},"content":{"rendered":"<p style=\"text-align: justify;\"><!--more--><\/p>\n<p style=\"text-align: justify;\">A wyniki mo\u017cna zmierzy\u0107 i jasno zakomunikowa\u0107 klientom. Istniej\u0105 setki historii sukcesu z testami A\/B, takie jak strategia eCommerce, kt\u00f3ra wygenerowa\u0142a 36% wi\u0119cej zamkni\u0119\u0107 koszyk\u00f3w lub test marketingu opieki zdrowotnej, kt\u00f3ry zwi\u0119kszy\u0142 liczb\u0119 potencjalnych klient\u00f3w o 638%.<\/p>\n<p style=\"text-align: justify;\">Osi\u0105gni\u0119cie takiego poziomu wynik\u00f3w nie jest jednak \u0142atwe. Wsp\u00f3\u0142pracuj\u0105c z firmami w celu optymalizacji konwersji za pomoc\u0105 test\u00f3w A\/B, zaobserwowali\u015bmy pewne podobie\u0144stwa w wyzwaniach, przed kt\u00f3rymi stoj\u0105 firmy, niezale\u017cnie od tego, czy s\u0105 du\u017ce czy ma\u0142e, B2B czy B2C, e-commerce czy lead generation.<\/p>\n<h3 style=\"text-align: justify;\">Wyzwanie 1: Wiedza o tym, co testowa\u0107<\/h3>\n<p style=\"text-align: justify;\">Nie mo\u017cna opublikowa\u0107 dw\u00f3ch wersji tego samego komunikatu i po prostu oczekiwa\u0107 wzrostu wska\u017anik\u00f3w zaanga\u017cowania. Marketerzy szybko ucz\u0105 si\u0119, \u017ce niekt\u00f3re ma\u0142e zmiany, kt\u00f3re s\u0105 atrakcyjne, poniewa\u017c s\u0105 \u0142atwe do wdro\u017cenia, nie s\u0105 wystarczaj\u0105co skuteczne, aby nap\u0119dza\u0107 zmiany. Wiedz\u0105 r\u00f3wnie\u017c, \u017ce drastyczne modyfikacje mog\u0105 przynie\u015b\u0107 straty.<\/p>\n<p>Aby wiedzie\u0107, co testowa\u0107, trzeba najpierw wiedzie\u0107, gdzie testowa\u0107. W tym przypadku dane o klientach mog\u0105 by\u0107 bardzo decyduj\u0105ce. Przeprowad\u017a analiz\u0119 wska\u017anik\u00f3w w ramach cyklu \u017cycia, lejka sprzeda\u017cy lub rodzaju komunikacji, kt\u00f3r\u0105 prowadzisz, aby przenie\u015b\u0107 je z jednego stanu do drugiego i zidentyfikowa\u0107, gdzie si\u0119 filtruj\u0105. Gdzie spadaj\u0105 potencjalni klienci?<\/p>\n<h3 style=\"text-align: justify;\">Wyzwanie 2: Przeprowadzanie prawid\u0142owych test\u00f3w<\/h3>\n<p style=\"text-align: justify;\">W tym przypadku mo\u017cna pope\u0142ni\u0107 b\u0142\u0105d, wierz\u0105c, \u017ce odkryto formu\u0142\u0119 zwi\u0119kszaj\u0105c\u0105 konwersj\u0119, podczas gdy tak nie jest. Innym mo\u017cliwym b\u0142\u0119dem jest przeoczenie wzrostu konwersji.<\/p>\n<p style=\"text-align: justify;\">Testy A\/B s\u0105 skuteczn\u0105 taktyk\u0105 ze wzgl\u0119du na ich moc predykcyjn\u0105. Aby wyniki test\u00f3w odgrywa\u0142y prawdziwie predykcyjn\u0105 rol\u0119, musisz upewni\u0107 si\u0119, \u017ce odzwierciedlaj\u0105 one zachowanie klienta i \u017ce to zmiana wprowadzona w te\u015bcie wywo\u0142a\u0142a nowe wyniki.<\/p>\n<p style=\"text-align: justify;\">Aby to osi\u0105gn\u0105\u0107, eksperyment musi by\u0107 skonfigurowany i monitorowany w spos\u00f3b naukowy i nale\u017cy unika\u0107 zagro\u017ce\u0144 dla jego wa\u017cno\u015bci:<\/p>\n<ul style=\"text-align: justify;\">\n<li><strong style=\"font-weight: bold;\">Efekty dostarczalno\u015bci:<\/strong> np. 10 000 wiadomo\u015bci nie zosta\u0142o dostarczonych z powodu awarii serwera.<\/li>\n<li><strong style=\"font-weight: bold;\">Efekty historii:<\/strong> Na przyk\u0142ad nieoczekiwana reklama wok\u00f3\u0142 produktu dok\u0142adnie w czasie przeprowadzania testu, kampania marketingowa, kt\u00f3ra tymczasowo zmienia popyt w jednym kierunku, przeprowadzenie testu tylko przez 20 godzin we wtorek, kiedy ruch weekendowy zachowuje si\u0119 zupe\u0142nie inaczej, lub przeprowadzenie testu w witrynie e-commerce z wysoce zmotywowanym ruchem \u015bwi\u0105tecznym w grudniu i oczekiwanie uzyskania takich samych wynik\u00f3w w styczniu.<\/li>\n<li><strong style=\"font-weight: bold;\">Efekty selekcji:<\/strong> Na przyk\u0142ad inny dzia\u0142 uruchamia reklam\u0119 typu pay-per-click, kt\u00f3ra kieruje ruch na stron\u0119 docelow\u0105 w ich kampanii w tym samym czasie, w kt\u00f3rym przeprowadzasz test, lub klienci automatycznie wybieraj\u0105 leczenie, kt\u00f3re widz\u0105.<\/li>\n<li><strong style=\"font-weight: bold;\">Pr\u00f3bkowanie efekt\u00f3w zniekszta\u0142ce\u0144:<\/strong> Jest to brak zebrania pr\u00f3by o wielko\u015bci wystarczaj\u0105cej do przezwyci\u0119\u017cenia losowej mo\u017cliwo\u015bci. Na przyk\u0142ad ustalenie, \u017ce test jest wa\u017cny na podstawie 100 odpowiedzi.<\/li>\n<\/ul>\n<h3 style=\"text-align: justify;\">Wyzwanie 3: Interpretacja wynik\u00f3w test\u00f3w<\/h3>\n<p style=\"text-align: justify;\">Za\u0142\u00f3\u017cmy, \u017ce uda\u0142o Ci si\u0119 spe\u0142ni\u0107 punkty 1 i 2 i uzyska\u0107 \u015bwietny wynik. Wci\u0105\u017c pozostaje fundamentalne pytanie, na kt\u00f3re nale\u017cy odpowiedzie\u0107: Dlaczego? Dlaczego klienci zachowuj\u0105 si\u0119 w taki spos\u00f3b? Czego dowiedzia\u0142e\u015b si\u0119 o kliencie i jak mo\u017cesz wykorzysta\u0107 t\u0119 wiedz\u0119?<\/p>\n<p style=\"text-align: justify;\">Interpretacja wynik\u00f3w testu nie powinna ogranicza\u0107 si\u0119 do czasu bezpo\u015brednio po jego przeprowadzeniu. W rzeczywisto\u015bci klucz do interpretacji wynik\u00f3w le\u017cy tu\u017c przed ich wykonaniem. Chodzi o ustalenie hipotezy w celu dog\u0142\u0119bnego zrozumienia proces\u00f3w my\u015blowych klienta w kluczowych punktach dostawy w lejku, aby zwi\u0119kszy\u0107 postrzegan\u0105 warto\u015b\u0107 i obni\u017cy\u0107 postrzegany koszt.<\/p>\n<p style=\"text-align: justify;\">Rozumiej\u0105c, co my\u015bl\u0105 potencjalni klienci na ka\u017cdym etapie procesu zakupowego, b\u0119dziesz w stanie lepiej dopasowa\u0107 si\u0119 do ich motywacji i szybciej przeprowadzi\u0107 ich przez lejek sprzeda\u017cowy.<\/p>\n<p style=\"text-align: justify;\">Celem nie powinno by\u0107 po prostu zwi\u0119kszenie KPI (kluczowego wska\u017anika wydajno\u015bci), ale zrozumienie, w jaki spos\u00f3b mo\u017cna lepiej s\u0142u\u017cy\u0107 klientowi za pomoc\u0105 komunikat\u00f3w marketingowych, procesu sprzeda\u017cy, a nawet produkt\u00f3w. Dzi\u0119ki temu zrozumieniu mo\u017cna poprawi\u0107 wyniki.<\/p>\n<p style=\"text-align: justify;\">Tak wi\u0119c nawet je\u015bli testowa terapia zako\u0144czy si\u0119 mniejsz\u0105 liczb\u0105 konwersji, nie jest to tak naprawd\u0119 strata, poniewa\u017c zyska\u0142e\u015b wgl\u0105d w klienta. Je\u015bli dane s\u0105 walut\u0105 ery Internetu, wgl\u0105d w klienta jest z\u0142otym standardem: centralnym elementem danych, z kt\u00f3rym ca\u0142y marketing musi by\u0107 bezpo\u015brednio powi\u0105zany.<\/p>\n<p style=\"text-align: justify;\">I ostatecznie w ten spos\u00f3b osi\u0105ga si\u0119 d\u0142ugoterminowe zyski z test\u00f3w A\/B.<\/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>Testy A\/B mog\u0105 generowa\u0107 imponuj\u0105ce wyniki, poniewa\u017c pozwalaj\u0105 marketerom dowiedzie\u0107 si\u0119, co naprawd\u0119 dzia\u0142a.<\/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":"{title}\n\n{excerpt}\n\n{url}","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 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