{"id":6627,"date":"2024-08-12T19:03:55","date_gmt":"2024-08-12T16:03:55","guid":{"rendered":"https:\/\/masterbase.com\/es\/es\/es\/es\/es\/?p=6627"},"modified":"2024-09-13T13:04:31","modified_gmt":"2024-09-13T10:04:31","slug":"6-chyb-pri-b-testovani-ktorych-sa-treba-vyvarovat-pri-zvonoch","status":"publish","type":"post","link":"https:\/\/masterbase.com\/sk\/6-errores-de-pruebas-a-b-que-debes-evitar-en-tus-campanas\/masterbase\/","title":{"rendered":"6 ch\u00fdb pri testovan\u00ed A\/B, ktor\u00fdm sa mus\u00edte vyhn\u00fa\u0165 vo svojich kampaniach"},"content":{"rendered":"<h1>Ak beriete svoju pr\u00e1cu v\u00e1\u017ene a ste orientovan\u00ed na v\u00fdsledky, nechcete si necha\u0165 ujs\u0165 obrovsk\u00fd potenci\u00e1l A\/B testovania.<\/h1>\n<p><strong>M\u00f4\u017eu v\u00e1m pom\u00f4c\u0165 odhali\u0165 zmeny s vysok\u00fdm vplyvom na predmet, dizajn, domovsk\u00e9 str\u00e1nky a \u010fal\u0161ie zmeny, ako je podrobne op\u00edsan\u00e9 v na\u0161om \u010dl\u00e1nku. <a href=\"https:\/\/masterbase.com\/sk\/es\/es\/es\/5-aspektov-e-mailoveho-marketingu-ktore-treba-otestovat-a-b\/masterbase\/\">\"5 aspektov e-mailov\u00e9ho marketingu, ktor\u00e9 je potrebn\u00e9 testova\u0165 met\u00f3dou A\/B\".<\/a>.<\/strong><\/p>\n<p>Ak chcete otestova\u0165 svoje spr\u00e1vy A\/B, sta\u010d\u00ed, ak predlo\u017e\u00edte dve verzie dvom mal\u00fdm skupin\u00e1m svojich odberate\u013eov a potom <em>po\u010d\u00fava\u0165<\/em>. Metriky v\u00e1m uk\u00e1\u017eu ich preferencie a na ich z\u00e1klade m\u00f4\u017eete kona\u0165 v kr\u00e1tkodobom horizonte zaslan\u00edm najefekt\u00edvnej\u0161ej verzie zvy\u0161ku publika alebo v dlhodobom horizonte replikovan\u00edm t\u00fdchto preferenci\u00ed v bud\u00facich kampaniach.<\/p>\n<p><strong>Znie to jednoducho a v spolo\u010dnosti MasterBase\u00ae je to e\u0161te jednoduch\u0161ie v\u010faka na\u0161ej automatiz\u00e1cii procesu v\u00fdberu najefekt\u00edvnej\u0161ej \u010dasti a jej odoslania do celkovej z\u00e1kladne. <\/strong>Pri A\/B testovan\u00ed je v\u0161ak tie\u017e ve\u013emi \u013eahk\u00e9 urobi\u0165 chyby a dospie\u0165 k nespr\u00e1vnemu z\u00e1veru, ktor\u00fd \u00faplne znehodnot\u00ed v\u00fdsledky.<\/p>\n<p>Vykonanie ve\u013ek\u00e9ho mno\u017estva A\/B testov len preto, aby ste dospeli k z\u00e1veru, \u017ee ste sa kv\u00f4li zl\u00e9mu vykonaniu ni\u010d nezistili, je bolestiv\u00e9. Aby ste sa vyhli tejto frustr\u00e1cii, odpor\u00fa\u010dame v\u00e1m dodr\u017eiava\u0165 t\u00fdchto 6 tipov, aby ste z A\/B testov vy\u0165a\u017eili \u010do najviac.<\/p>\n<ol>\n<li>\n<h3><strong> Zamerajte svoje \u00fasilie pri A\/B testovan\u00ed na tie aspekty kampane, ktor\u00e9 bud\u00fa ma\u0165 najv\u00e4\u010d\u0161\u00ed vplyv na va\u0161e v\u00fdsledky.<\/strong><\/h3>\n<\/li>\n<\/ol>\n<p>Niekedy aj mal\u00e9 \u00fapravy drobn\u00fdch prvkov m\u00f4\u017eu ovplyvni\u0165 v\u00e1\u0161 barometer, preto sa pri testovan\u00ed zamerajte na k\u013e\u00fa\u010dov\u00e9 prvky spr\u00e1vy, ako s\u00fa predmet, v\u00fdzvy na akciu, obr\u00e1zky a titulky.<\/p>\n<p>Existuj\u00fa v\u0161ak aj \u010fal\u0161ie prvky, ktor\u00e9 sa oplat\u00ed vysk\u00fa\u0161a\u0165:<\/p>\n<ul>\n<li>In\u00e1 logika sp\u00fa\u0161\u0165ania automatick\u00fdch spr\u00e1v<\/li>\n<li>Ako skoro odosla\u0165 spr\u00e1vu po jej aktiv\u00e1cii<\/li>\n<li>Odoslanie alebo neodoslanie s\u00e9rie automatick\u00fdch spr\u00e1v<\/li>\n<li>Za ak\u00fdch podmienok je automatick\u00e1 spr\u00e1va v s\u00e9rii vynechan\u00e1?<\/li>\n<\/ul>\n<ol start=\"2\">\n<li>\n<h3><strong> Obmedzte testovanie A\/B na jednu vec naraz.<\/strong><\/h3>\n<\/li>\n<\/ol>\n<p>Pokia\u013e nie ste plne zapojen\u00ed do procesu hodnotenia, mali by ste sa pri A\/B testovan\u00ed obmedzi\u0165 na jednu zmenu. Napr\u00edklad:<\/p>\n<ul>\n<li>Zelen\u00e9 tla\u010didlo verzus modr\u00e9 tla\u010didlo<\/li>\n<li>Spr\u00e1va so soci\u00e1lnym d\u00f4kazom vs. spr\u00e1va bez soci\u00e1lneho d\u00f4kazu<\/li>\n<li>Imid\u017e \u017eivotn\u00e9ho \u0161t\u00fdlu v porovnan\u00ed s imid\u017eom produktu<\/li>\n<li>Percentu\u00e1lna z\u013eava v porovnan\u00ed so z\u013eavou v \u010d\u00edslach.<\/li>\n<\/ul>\n<p>Pri zmene viac ako jedn\u00e9ho faktora medzi verziami A a B by bolo ve\u013emi \u0165a\u017ek\u00e9 ur\u010di\u0165, ktor\u00fd prvok je zodpovedn\u00fd za rozdiel vo v\u00fdkonnosti.<\/p>\n<ol start=\"3\">\n<li>\n<h3><strong> Vych\u00e1dza z jasnej hypot\u00e9zy<\/strong><\/h3>\n<\/li>\n<\/ol>\n<p>Nerobte n\u00e1hodn\u00e9 zmeny len preto, aby ste zistili, \u010do by mohlo fungova\u0165. Zamerajte sa na to, \u010do h\u013ead\u00e1te, a pou\u017eite to ako z\u00e1klad pre testovanie.<\/p>\n<p>Ak sa napr\u00edklad sna\u017e\u00edte zv\u00fd\u0161i\u0165 po\u010det konverzi\u00ed, m\u00f4\u017eete vytvori\u0165 verziu spr\u00e1vy, v ktorej sa v\u00fdzva na akciu nach\u00e1dza nad zobrazen\u00edm alebo n\u00e1h\u013eadom (ATL), aby bola lep\u0161ie vidite\u013en\u00e1, a \u010fal\u0161iu verziu, v ktorej obsah predch\u00e1dza v\u00fdzve na akciu (CTA).<\/p>\n<p>Ak sa sna\u017e\u00edte rozhodn\u00fa\u0165, \u010di je dobr\u00e9 oslovi\u0165 nov\u00e9ho \u00fa\u010dastn\u00edka menom v predmete uv\u00edtacej spr\u00e1vy, mali by ste vysk\u00fa\u0161a\u0165 jeden predmet s personaliz\u00e1ciou a jeden bez nej.<\/p>\n<ol start=\"4\">\n<li>\n<h3><strong> Vyberte si v\u00ed\u0165azn\u00fa metriku testu, ktor\u00e1 je v s\u00falade s cie\u013eom va\u0161ej kampane.<\/strong><\/h3>\n<\/li>\n<\/ol>\n<p>V\u00e4\u010d\u0161ina kampan\u00ed je zameran\u00e1 na dosiahnutie konverzi\u00ed, preto by sa va\u0161e A\/B testovanie malo zamera\u0165 aj na zlep\u0161enie t\u00fdchto ukazovate\u013eov.<\/p>\n<p>\u010cast\u00fdm omylom je, \u017ee predmet m\u00f4\u017ee ovplyvni\u0165 len mieru otvorenia, \u017ee spr\u00e1va m\u00f4\u017ee ovplyvni\u0165 len kliknutia a \u017ee obsah vstupnej str\u00e1nky m\u00f4\u017ee ovplyvni\u0165 len konverzie.<\/p>\n<p>To nie je pravda! Jednotliv\u00e9 in\u0161tancie nefunguj\u00fa izolovane. Ka\u017ed\u00fd faktor ovplyv\u0148uje celok, preto\u017ee odberatelia vn\u00edmaj\u00fa e-mailov\u00e9 marketingov\u00e9 kampane ako celok.<\/p>\n<p>Cie\u013eom predmetu spr\u00e1vy teda nie je generova\u0165 otvorenia, ale \u013eud\u00ed, ktor\u00ed konvertuj\u00fa. A podobne cie\u013eom obsahu nie je generova\u0165 kliknutia, ale \u013eud\u00ed, ktor\u00ed konvertuj\u00fa.<\/p>\n<ol start=\"5\">\n<li>\n<h3><strong> Vypracujte program pravideln\u00e9ho testovania a zaznamen\u00e1vajte jeho v\u00fdsledky.<\/strong><\/h3>\n<\/li>\n<\/ol>\n<p>Testy A\/B navrhnut\u00e9 <em>ad hoc<\/em> s\u00fa neefekt\u00edvne, preto\u017ee s\u00fa sporadick\u00e9 a zameran\u00e9 na r\u00f4zne ciele. Ak chcete z A\/B testovania vy\u0165a\u017ei\u0165 \u010do najviac, potrebujete pl\u00e1n. Vytvorte si pl\u00e1n testovania, ktor\u00fd budete sledova\u0165:<\/p>\n<ul>\n<li>Te\u00f3rie, ktor\u00e9 sa sna\u017e\u00edte potvrdi\u0165<\/li>\n<li>Ktor\u00e9 e-mailov\u00e9 adresy pou\u017e\u00edvate na testovanie jednotliv\u00fdch te\u00f3ri\u00ed?<\/li>\n<li>V\u00fdsledky ka\u017ed\u00e9ho testu a ich vplyv na va\u0161e bud\u00face pl\u00e1ny testovania<\/li>\n<li>Pok\u00faste sa zahrn\u00fa\u0165 test A\/B aspo\u0148 do \u010dasti 50% v\u00e1\u0161ho \u0161\u00edrenia.<\/li>\n<\/ul>\n<ol start=\"6\">\n<li>\n<h3><strong> Potvrdenie v\u00fdsledkov testov<\/strong><\/h3>\n<\/li>\n<\/ol>\n<p>Individu\u00e1lny A\/B test nie je nav\u017edy presved\u010div\u00fd. V kr\u00e1tkodobom horizonte m\u00f4\u017ee by\u0165 ak\u00e9ko\u013evek zv\u00fd\u0161enie, ktor\u00e9 vid\u00edte, v\u00fdsledkom efektu novosti. Odberate\u013eov pri\u0165ahuje novinka, \u010do m\u00f4\u017ee vies\u0165 k tomu, \u017ee prece\u0148uj\u00fa ak\u00e9ko\u013evek zmeny, ktor\u00e9 vykon\u00e1te.<\/p>\n<p>Efekt novosti sa pomerne r\u00fdchlo vytrat\u00ed. Preto ak ten ist\u00fd test vykon\u00e1te dvakr\u00e1t alebo trikr\u00e1t v priebehu ur\u010dit\u00e9ho \u010dasov\u00e9ho obdobia, efekt novosti sa nedostav\u00ed a budete m\u00f4c\u0165 zmera\u0165 skuto\u010dn\u00fd vplyv zmeny.<\/p>\n<p>Z dlhodob\u00e9ho h\u013eadiska sa spr\u00e1vanie a postoje spotrebite\u013eov menia. Zlo\u017eenie v\u00e1\u0161ho zoznamu kontaktov sa m\u00f4\u017ee meni\u0165 aj v z\u00e1vislosti od postupov z\u00edskavania odberate\u013eov, \u00fapravy ponuky produktov alebo slu\u017eieb, expanzie na nov\u00e9 \u00fazemia alebo z nich a in\u00fdch faktorov.<\/p>\n<p>\u010c\u00edm je \u00faspech testu jednozna\u010dnej\u0161\u00ed, t\u00fdm dlh\u0161ie m\u00f4\u017eete \u010daka\u0165 na jeho op\u00e4tovn\u00e9 potvrdenie. \u010casom v\u0161ak budete chcie\u0165 pravidelne potvrdzova\u0165 ka\u017ed\u00fd test, aspo\u0148 raz alebo dvakr\u00e1t, \u010do op\u00e4\u0165 dokazuje, \u017ee pl\u00e1n A\/B testovania je nevyhnutn\u00fd.<\/p>\n<p>&nbsp;<\/p>\n<p><a href=\"https:\/\/smartview.masterbase.com\/v2\/657716034204f778572dd5ff\/?url=guia-basica-para-realizar-pruebas-en-email-marketing\"><img data-recalc-dims=\"1\" fetchpriority=\"high\" decoding=\"async\" data-attachment-id=\"15740\" data-permalink=\"https:\/\/masterbase.com\/sk\/6-errores-de-pruebas-a-b-que-debes-evitar-en-tus-campanas\/masterbase\/captura-de-pantalla-2024-08-12-175309\/\" data-orig-file=\"https:\/\/i0.wp.com\/masterbase.com\/wp-content\/uploads\/2023\/12\/Captura-de-pantalla-2024-08-12-175309.png?fit=373%2C237&amp;ssl=1\" data-orig-size=\"373,237\" data-comments-opened=\"1\" data-image-meta=\"{&quot;aperture&quot;:&quot;0&quot;,&quot;credit&quot;:&quot;&quot;,&quot;camera&quot;:&quot;&quot;,&quot;caption&quot;:&quot;&quot;,&quot;created_timestamp&quot;:&quot;0&quot;,&quot;copyright&quot;:&quot;&quot;,&quot;focal_length&quot;:&quot;0&quot;,&quot;iso&quot;:&quot;0&quot;,&quot;shutter_speed&quot;:&quot;0&quot;,&quot;title&quot;:&quot;&quot;,&quot;orientation&quot;:&quot;0&quot;}\" data-image-title=\"ebook  Gu\u00eda b\u00e1sica para realizar PRUEBAS en Email Marketing\" data-image-description=\"\" data-image-caption=\"\" data-large-file=\"https:\/\/i0.wp.com\/masterbase.com\/wp-content\/uploads\/2023\/12\/Captura-de-pantalla-2024-08-12-175309.png?fit=373%2C237&amp;ssl=1\" class=\"wp-image-15740 aligncenter\" src=\"https:\/\/i0.wp.com\/masterbase.com\/es\/es\/es\/wp-content\/uploads\/2023\/12\/Captura-de-pantalla-2024-08-12-175309-300x191.png?resize=495%2C315&#038;ssl=1\" alt=\"ebook Z\u00e1kladn\u00fd sprievodca testovan\u00edm v e-mailovom marketingu\" width=\"495\" height=\"315\" srcset=\"https:\/\/i0.wp.com\/masterbase.com\/wp-content\/uploads\/2023\/12\/Captura-de-pantalla-2024-08-12-175309.png?resize=300%2C191&amp;ssl=1 300w, https:\/\/i0.wp.com\/masterbase.com\/wp-content\/uploads\/2023\/12\/Captura-de-pantalla-2024-08-12-175309.png?resize=18%2C12&amp;ssl=1 18w, https:\/\/i0.wp.com\/masterbase.com\/wp-content\/uploads\/2023\/12\/Captura-de-pantalla-2024-08-12-175309.png?w=373&amp;ssl=1 373w\" sizes=\"(max-width: 495px) 100vw, 495px\" \/><\/a><\/p>\n<p>&nbsp;<\/p>","protected":false},"excerpt":{"rendered":"<p>Aplikovanie A\/B testovania na va\u0161e mailingy je viac ne\u017e len odpor\u00fa\u010dan\u00e9, je nevyhnutn\u00e9, inak budete len h\u00e1da\u0165 v\u00fdsledky va\u0161ich kampan\u00ed.<\/p>","protected":false},"author":239642484,"featured_media":15770,"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-6627","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>6 errores de Pruebas A\/B que debes evitar en tus campa\u00f1as - MasterBase\u00ae<\/title>\n<meta name=\"description\" content=\"Si te tomas en tu serio tu trabajo y est\u00e1s orientado al logro de resultados, no querr\u00e1s desaprovechar el enorme potencial de las Pruebas A\/B.\" \/>\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\/sk\/6-chyb-pri-b-testovani-ktorych-sa-treba-vyvarovat-pri-zvonoch\/masterbase\/\" \/>\n<meta property=\"og:locale\" content=\"sk_SK\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"6 errores de Pruebas A\/B que debes evitar en tus campa\u00f1as - MasterBase\u00ae\" \/>\n<meta property=\"og:description\" content=\"Si te tomas en tu serio tu trabajo y est\u00e1s orientado al logro de resultados, no 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