{"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":"testi-a-b-trije-izzivi-ki-jih-morate-premagati-ce-zelite-doseci-velike-uspehe","status":"publish","type":"post","link":"https:\/\/masterbase.com\/sl\/pruebas-a-b-tres-desafios-que-debes-vencer-para-obtener-grandes-beneficios\/masterbase\/","title":{"rendered":"Testi A \/ B: trije izzivi, ki jih morate premagati, da bi dosegli velike rezultate"},"content":{"rendered":"<p style=\"text-align: justify;\"><!--more--><\/p>\n<p style=\"text-align: justify;\">Rezultate je mogo\u010de izmeriti in jih jasno sporo\u010diti strankam. Obstaja na stotine zgodb o uspehu s testiranjem A\/B, na primer strategija e-trgovine, ki je ustvarila 36% ve\u010d zaprtih ko\u0161aric, ali test tr\u017eenja v zdravstvu, ki je pove\u010dal \u0161tevilo kontaktov za 638%.<\/p>\n<p style=\"text-align: justify;\">Vendar te ravni rezultatov ni lahko dose\u010di. Pri sodelovanju s podjetji pri optimizaciji konverzij s testiranjem A\/B smo opazili nekaj skupnih zna\u010dilnosti pri izzivih, s katerimi se soo\u010dajo podjetja, ne glede na to, ali so velika ali majhna, B2B ali B2C, e-trgovine ali ustvarjanja vodil.<\/p>\n<h3 style=\"text-align: justify;\">Izziv 1: Vedeti, kaj testirati<\/h3>\n<p style=\"text-align: justify;\">Ne morete izdati dveh razli\u010dic istega komunikacijskega sporo\u010dila in preprosto pri\u010dakovati izbolj\u0161anja kazalnikov vklju\u010denosti. Tr\u017eniki se hitro nau\u010dijo, da nekatere majhne spremembe, ki so privla\u010dne, ker jih je enostavno izvesti, niso dovolj vplivne, da bi povzro\u010dile spremembe. Vedo tudi, da lahko dramati\u010dne spremembe povzro\u010dijo izgube.<\/p>\n<p>Da bi vedeli, kaj testirati, morate najprej vedeti, kje testirati. Pri tem so lahko zelo odlo\u010dilni podatki o va\u0161ih strankah. Izvedite analizo metrik znotraj \u017eivljenjskega cikla, prodajnega lijaka ali vrste komunikacij, ki jih izvajate, da jih premaknete iz enega stanja v drugo in ugotovite, kje se filtrirajo. Kam spadajo potencialne stranke?<\/p>\n<h3 style=\"text-align: justify;\">Izziv 2: Izvajanje veljavnih testov<\/h3>\n<p style=\"text-align: justify;\">Pri tem bi lahko naredili napako, \u010de bi verjeli, da je bila odkrita formula za pove\u010danje konverzije, \u010deprav to ni res. Druga mo\u017ena napaka je, da spregledate pove\u010danje konverzije.<\/p>\n<p style=\"text-align: justify;\">Testiranje A\/B je uspe\u0161na taktika zaradi svoje napovedne mo\u010di. Da bi imeli rezultati testiranja resni\u010dno napovedno vlogo, morate zagotoviti, da odra\u017eajo vedenje kupca in da je sprememba, ki je bila izvedena v testu, spro\u017eila nove rezultate.<\/p>\n<p style=\"text-align: justify;\">Da bi to dosegli, je treba poskus pripraviti in spremljati na znanstven na\u010din ter se izogniti gro\u017enjam veljavnosti:<\/p>\n<ul style=\"text-align: justify;\">\n<li><strong style=\"font-weight: bold;\">U\u010dinki na dostavljivost:<\/strong> npr. 10.000 sporo\u010dil ni bilo dostavljenih zaradi okvare stre\u017enika.<\/li>\n<li><strong style=\"font-weight: bold;\">U\u010dinki zgodovine:<\/strong> na primer nepri\u010dakovano ogla\u0161evanje izdelka ravno v \u010dasu izvajanja testa, tr\u017eenjska kampanja, ki povpra\u0161evanje za\u010dasno usmeri v eno smer, izvajanje testa samo 20 ur v torek, ko se promet ob koncu tedna obna\u0161a zelo druga\u010de, ali izvajanje testa na spletnem mestu e-trgovine z zelo motiviranim prazni\u010dnim prometom decembra in pri\u010dakovanje enakih rezultatov v januarju.<\/li>\n<li><strong style=\"font-weight: bold;\">U\u010dinki izbire:<\/strong> na primer, drug oddelek izvaja oglas za pla\u010dilo na klik, ki vodi promet na pristajalno stran v njihovi kampanji hkrati z va\u0161im testom, ali pa stranke samodejno izberejo, katero obdelavo si bodo ogledale.<\/li>\n<li><strong style=\"font-weight: bold;\">Vzor\u010denje u\u010dinkov popa\u010denja:<\/strong> To pomeni, da ni bil zbran dovolj velik vzorec, da bi se presegla naklju\u010dna mo\u017enost. Na primer ugotavljanje veljavnosti testa na podlagi 100 odgovorov.<\/li>\n<\/ul>\n<h3 style=\"text-align: justify;\">Izziv 3: Interpretacija rezultatov testov<\/h3>\n<p style=\"text-align: justify;\">Predpostavimo, da ste uspe\u0161no izpolnili to\u010dki 1 in 2 ter dosegli odli\u010den rezultat. \u0160e vedno je treba odgovoriti na temeljno vpra\u0161anje: Zakaj? Zakaj se stranke obna\u0161ajo tako, kot se? Kaj ste se nau\u010dili o stranki in kako lahko to znanje uporabite?<\/p>\n<p style=\"text-align: justify;\">Interpretacija rezultatov testov ne sme biti omejena na \u010das takoj po opravljenem testu. Pravzaprav je klju\u010d do interpretacije rezultatov tik pred izvedbo. Gre za postavitev hipoteze s ciljem temeljitega razumevanja miselnih procesov stranke na klju\u010dnih to\u010dkah dostave v va\u0161em lijaku, da bi lahko pove\u010dali zaznano vrednost in zmanj\u0161ali zaznane stro\u0161ke.<\/p>\n<p style=\"text-align: justify;\">\u010ce boste razumeli, o \u010dem razmi\u0161ljajo potencialni kupci v vsaki fazi nakupnega procesa, boste lahko bolje prilagodili njihovo motivacijo in jih hitreje popeljali skozi prodajni lijak.<\/p>\n<p style=\"text-align: justify;\">Cilj ne sme biti zgolj pove\u010danje klju\u010dnega kazalnika uspe\u0161nosti (KPI), temve\u010d razumevanje, kako lahko s svojimi tr\u017enimi sporo\u010dili, prodajnim procesom in celo izdelki bolje slu\u017eite strankam. S tem razumevanjem boste izbolj\u0161ali rezultate.<\/p>\n<p style=\"text-align: justify;\">Tudi \u010de se na koncu testne obdelave \u0161tevilo konverzij zmanj\u0161a, to v resnici ni izguba, saj ste pridobili vpogled v stranko. \u010ce so podatki valuta internetne dobe, je vpogled v stranke zlati standard: osrednji del podatkov, s katerimi mora biti neposredno povezano vse tr\u017eenje.<\/p>\n<p style=\"text-align: justify;\">Tako se s testiranjem A\/B dose\u017eejo dolgoro\u010dne koristi.<\/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>S testiranjem A\/B lahko dose\u017eete impresivne rezultate, saj lahko tr\u017eniki ugotovijo, kaj resni\u010dno deluje.<\/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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