{"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-ktore-musite-prekonat-aby-ste-dosiahli-velke-zisky","status":"publish","type":"post","link":"https:\/\/masterbase.com\/sk\/pruebas-a-b-tres-desafios-que-debes-vencer-para-obtener-grandes-beneficios\/masterbase\/","title":{"rendered":"Testy A \/ B: Tri v\u00fdzvy, ktor\u00e9 mus\u00edte prekona\u0165, aby ste dosiahli ve\u013ek\u00e9 zisky"},"content":{"rendered":"<p style=\"text-align: justify;\"><!--more--><\/p>\n<p style=\"text-align: justify;\">V\u00fdsledky sa daj\u00fa mera\u0165 a jasne ozn\u00e1mi\u0165 z\u00e1kazn\u00edkom. Existuj\u00fa stovky \u00faspe\u0161n\u00fdch pr\u00edkladov A\/B testovania, ako napr\u00edklad strat\u00e9gia elektronick\u00e9ho obchodu, ktor\u00e1 priniesla o 36% viac uzavret\u00fdch ko\u0161\u00edkov, alebo test marketingu v zdravotn\u00edctve, ktor\u00fd zv\u00fd\u0161il po\u010det potenci\u00e1lnych z\u00e1kazn\u00edkov o 638%.<\/p>\n<p style=\"text-align: justify;\">Tak\u00fato \u00farove\u0148 v\u00fdsledkov v\u0161ak nie je \u013eahk\u00e9 dosiahnu\u0165. Pri pr\u00e1ci so spolo\u010dnos\u0165ami na optimaliz\u00e1cii konverzie pomocou A\/B testovania sme spozorovali niektor\u00e9 spolo\u010dn\u00e9 \u010drty probl\u00e9mov, ktor\u00fdm \u010delia spolo\u010dnosti, \u010di u\u017e s\u00fa ve\u013ek\u00e9 alebo mal\u00e9, B2B alebo B2C, e-commerce alebo lead generation.<\/p>\n<h3 style=\"text-align: justify;\">\u00daloha 1: Vedie\u0165, \u010do testova\u0165<\/h3>\n<p style=\"text-align: justify;\">Nem\u00f4\u017eete vyda\u0165 dve verzie toho ist\u00e9ho komunika\u010dn\u00e9ho materi\u00e1lu a jednoducho o\u010dak\u00e1va\u0165 zlep\u0161enie ukazovate\u013eov zapojenia. Market\u00e9ri sa r\u00fdchlo nau\u010dia, \u017ee niektor\u00e9 mal\u00e9 zmeny, ktor\u00e9 s\u00fa atrakt\u00edvne, preto\u017ee sa \u013eahko implementuj\u00fa, nie s\u00fa dostato\u010dne \u00fa\u010dinn\u00e9 na to, aby viedli k zmene. Vedia tie\u017e, \u017ee dramatick\u00e9 \u00fapravy m\u00f4\u017eu vies\u0165 k strat\u00e1m.<\/p>\n<p>Ak chcete vedie\u0165, \u010do testova\u0165, mus\u00edte najprv vedie\u0165, kde testova\u0165. Tu m\u00f4\u017eu by\u0165 ve\u013emi rozhoduj\u00face \u00fadaje o va\u0161ich z\u00e1kazn\u00edkoch. Vykonajte anal\u00fdzu metr\u00edk v r\u00e1mci \u017eivotn\u00e9ho cyklu, predajn\u00e9ho lievika alebo typu komunik\u00e1cie, ktor\u00fa vykon\u00e1vate, aby ste ich presunuli z jedn\u00e9ho stavu do druh\u00e9ho a zistili, kde sa filtruj\u00fa. Kam sa potenci\u00e1lni z\u00e1kazn\u00edci dost\u00e1vaj\u00fa?<\/p>\n<h3 style=\"text-align: justify;\">\u00daloha 2: Vykon\u00e1vanie platn\u00fdch testov<\/h3>\n<p style=\"text-align: justify;\">V tomto pr\u00edpade by ste sa mohli dopusti\u0165 omylu a domnieva\u0165 sa, \u017ee bol objaven\u00fd vzorec na zv\u00fd\u0161enie konverzie, hoci to tak nie je. \u010eal\u0161ou mo\u017enou chybou je prehliadnu\u0165 zv\u00fd\u0161enie konverzie.<\/p>\n<p style=\"text-align: justify;\">A\/B testovanie je \u00faspe\u0161n\u00e1 taktika v\u010faka svojej predikt\u00edvnej sile. Aby v\u00fdsledky testovania zohr\u00e1vali skuto\u010dne predikt\u00edvnu \u00falohu, mus\u00edte sa uisti\u0165, \u017ee odr\u00e1\u017eaj\u00fa spr\u00e1vanie z\u00e1kazn\u00edka a \u017ee pr\u00e1ve zmena vykonan\u00e1 v teste vyvolala nov\u00e9 v\u00fdsledky.<\/p>\n<p style=\"text-align: justify;\">Aby sa to dosiahlo, experiment mus\u00ed by\u0165 nastaven\u00fd a monitorovan\u00fd vedeck\u00fdm sp\u00f4sobom a mus\u00ed sa vyhn\u00fa\u0165 hrozb\u00e1m pre platnos\u0165, ako s\u00fa:<\/p>\n<ul style=\"text-align: justify;\">\n<li><strong style=\"font-weight: bold;\">\u00da\u010dinky na doru\u010dite\u013enos\u0165:<\/strong> napr. 10 000 spr\u00e1v nebolo doru\u010den\u00fdch z d\u00f4vodu poruchy servera.<\/li>\n<li><strong style=\"font-weight: bold;\">\u00da\u010dinky hist\u00f3rie:<\/strong> napr\u00edklad neo\u010dak\u00e1van\u00e1 reklama okolo produktu presne v \u010dase, ke\u010f sa test vykon\u00e1va, marketingov\u00e1 kampa\u0148, ktor\u00e1 do\u010dasne vych\u00fdli dopyt jedn\u00fdm smerom, vykonanie testu len na 20 hod\u00edn v utorok, ke\u010f sa v\u00edkendov\u00e1 n\u00e1v\u0161tevnos\u0165 spr\u00e1va ve\u013emi odli\u0161ne, alebo vykonanie testu na va\u0161om e-shope s vysoko motivovanou decembrovou n\u00e1v\u0161tevnos\u0165ou po\u010das sviatkov a o\u010dak\u00e1vanie rovnak\u00fdch v\u00fdsledkov v janu\u00e1ri.<\/li>\n<li><strong style=\"font-weight: bold;\">V\u00fdberov\u00e9 \u00fa\u010dinky:<\/strong> napr\u00edklad in\u00e1 div\u00edzia spust\u00ed reklamu platen\u00fa za kliknutie, ktor\u00e1 privedie n\u00e1v\u0161tevnos\u0165 na vstupn\u00fa str\u00e1nku v r\u00e1mci svojej kampane v rovnakom \u010dase, ako vy spust\u00edte svoj test, alebo si z\u00e1kazn\u00edci automaticky vyber\u00fa, ktor\u00e9 o\u0161etrenie uvidia.<\/li>\n<li><strong style=\"font-weight: bold;\">Vzorkovanie efektov skreslenia:<\/strong> Ide o neschopnos\u0165 zhroma\u017edi\u0165 vzorku dostato\u010dn\u00fa na prekonanie n\u00e1hodnej mo\u017enosti. Napr\u00edklad ur\u010denie, \u017ee test je platn\u00fd na z\u00e1klade 100 odpoved\u00ed.<\/li>\n<\/ul>\n<h3 style=\"text-align: justify;\">\u00daloha 3: Interpret\u00e1cia v\u00fdsledkov testov<\/h3>\n<p style=\"text-align: justify;\">Predpokladajme, \u017ee \u00faspe\u0161ne spln\u00edte body 1 a 2 a dosiahnete skvel\u00fd v\u00fdsledok. St\u00e1le je tu v\u0161ak z\u00e1kladn\u00e1 ot\u00e1zka, na ktor\u00fa je potrebn\u00e9 odpoveda\u0165: Pre\u010do? Pre\u010do sa z\u00e1kazn\u00edci spr\u00e1vaj\u00fa tak, ako sa spr\u00e1vaj\u00fa? \u010co ste sa o z\u00e1kazn\u00edkovi dozvedeli a ako m\u00f4\u017eete tieto poznatky vyu\u017ei\u0165?<\/p>\n<p style=\"text-align: justify;\">Interpret\u00e1cia v\u00fdsledkov testov by sa nemala obmedzova\u0165 na \u010das bezprostredne po vykonan\u00ed testu. V skuto\u010dnosti k\u013e\u00fa\u010d k interpret\u00e1cii v\u00fdsledkov spo\u010d\u00edva tesne pred vykonan\u00edm. Ide o stanovenie hypot\u00e9zy s cie\u013eom d\u00f4kladne pochopi\u0165 my\u0161lienkov\u00e9 procesy z\u00e1kazn\u00edka v rozhoduj\u00facich bodoch dod\u00e1vky vo va\u0161om lieviku, aby ste mohli zv\u00fd\u0161i\u0165 vn\u00edman\u00fa hodnotu a zn\u00ed\u017ei\u0165 vn\u00edman\u00e9 n\u00e1klady.<\/p>\n<p style=\"text-align: justify;\">Ak pochop\u00edte, \u010do si potenci\u00e1lni z\u00e1kazn\u00edci myslia v jednotliv\u00fdch f\u00e1zach n\u00e1kupn\u00e9ho procesu, budete m\u00f4c\u0165 lep\u0161ie prisp\u00f4sobi\u0165 ich motiv\u00e1ciu a r\u00fdchlej\u0161ie ich posun\u00fa\u0165 cez predajn\u00fd lievik.<\/p>\n<p style=\"text-align: justify;\">Cie\u013eom by nemalo by\u0165 len zv\u00fd\u0161enie KPI (k\u013e\u00fa\u010dov\u00e9ho ukazovate\u013ea v\u00fdkonnosti), ale pochopenie toho, ako m\u00f4\u017eete lep\u0161ie sl\u00fa\u017ei\u0165 z\u00e1kazn\u00edkovi pomocou marketingov\u00fdch spr\u00e1v, predajn\u00e9ho procesu a dokonca aj produktov. A v\u010faka tomuto pochopeniu zlep\u0161\u00edte v\u00fdsledky.<\/p>\n<p style=\"text-align: justify;\">Tak\u017ee aj ke\u010f va\u0161e testovacie spracovanie nakoniec prinesie menej konverzi\u00ed, v skuto\u010dnosti to nie je strata, preto\u017ee ste z\u00edskali poznatky o z\u00e1kazn\u00edkoch. Ak s\u00fa \u00fadaje menou internetov\u00e9ho veku, tak poznatky o z\u00e1kazn\u00edkoch s\u00fa zlat\u00fdm \u0161tandardom: \u00fastredn\u00fdm \u00fadajom, na ktor\u00fd mus\u00ed by\u0165 priamo napojen\u00fd cel\u00fd marketing.<\/p>\n<p style=\"text-align: justify;\">A nakoniec, takto sa dosahuj\u00fa dlhodob\u00e9 zisky pomocou A\/B testovania.<\/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 testovanie m\u00f4\u017ee prinies\u0165 p\u00f4sobiv\u00e9 v\u00fdsledky, preto\u017ee umo\u017e\u0148uje market\u00e9rom zisti\u0165, \u010do skuto\u010dne 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,"_wpcom_ai_launchpad_first_post":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":"<!-- 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