{"id":1397,"date":"2020-06-09T14:55:20","date_gmt":"2020-06-09T13:55:20","guid":{"rendered":"http:\/\/skippay.cz\/blog\/?p=1397"},"modified":"2024-04-08T07:36:07","modified_gmt":"2024-04-08T06:36:07","slug":"opousteni-kosiku-stoji-ceske-e-shopy-miliardy-rocne-cast-2-2","status":"publish","type":"post","link":"https:\/\/skippay.cz\/blog\/opousteni-kosiku-stoji-ceske-e-shopy-miliardy-rocne-cast-2-2\/","title":{"rendered":"Opou\u0161t\u011bn\u00ed ko\u0161\u00edku stoj\u00ed \u010desk\u00e9 e-shopy miliardy ro\u010dn\u011b – \u010d\u00e1st 2\/2"},"content":{"rendered":"\n

Drah\u00e1 doprava, cenov\u00e1 p\u0159ir\u00e1\u017eka, o kter\u00e9 se z\u00e1kazn\u00edk dozv\u00ed a\u017e v posledn\u00edm kroku objedn\u00e1vky nebo p\u0159\u00edli\u0161 slo\u017eit\u00e9 a zastaral\u00e9 formul\u00e1\u0159e. To jsou n\u011bkter\u00e9 z nej\u010dast\u011bj\u0161\u00edch d\u016fvod\u016f, kter\u00fdm jsme se v\u011bnovali v prvn\u00ed \u010d\u00e1sti na\u0161eho \u010dl\u00e1nku<\/a>. Nyn\u00ed p\u0159in\u00e1\u0161\u00edme dal\u0161\u00ed kr\u00e1tk\u00e1 doporu\u010den\u00ed, nad kter\u00fdmi by se m\u011bl ka\u017ed\u00fd provozovatel e-shopu zamyslet, aby jeho z\u00e1kazn\u00edk neopustil ko\u0161\u00edk je\u0161t\u011b p\u0159ed dokon\u010den\u00edm n\u00e1kupu.<\/p>\n\n\n\n

P\u0159\u00edli\u0161 komplikovan\u00fd n\u00e1kupn\u00ed proces<\/strong><\/h2>\n\n\n\n

Obchodn\u00edci sv\u00fdm potenci\u00e1ln\u00edm klient\u016fm komplikuj\u00ed n\u00e1kupn\u00ed proces r\u016fzn\u00fdmi zp\u016fsoby a pro 27 %<\/strong> z\u00e1kazn\u00edk\u016f je to bohu\u017eel dostate\u010dn\u00fd d\u016fvod, pro\u010d objedn\u00e1vku opustit. E-shopy se k v\u00fdrobk\u016fm sna\u017e\u00ed prodat je\u0161t\u011b poji\u0161t\u011bn\u00ed, nab\u00edz\u00ed p\u0159ibalen\u00ed n\u011bjak\u00e9ho toho p\u0159\u00edslu\u0161enstv\u00ed a zeptaj\u00ed se na mnoho nepodstatn\u00fdch informac\u00ed je\u0161t\u011b d\u0159\u00edv, ne\u017e na ot\u00e1zku zda preferujte platbu online<\/a> nebo t\u0159eba dob\u00edrku<\/a>. V\u00fdsledkem procesu je paradoxn\u011b to, \u017ee m\u00e1 z\u00e1kazn\u00edk mnohem v\u00edce \u010dasu a p\u0159\u00edle\u017eitost\u00ed si n\u00e1kup<\/a> rozmyslet a z obchodu odej\u00edt.<\/p>\n\n\n\n

Co s t\u00edm? Podle Baymard Institute m\u016f\u017ee b\u011b\u017en\u00fd velk\u00fd e-shop<\/a> (ASOS, Walmart, Wayfair,\u2026) d\u00edky zjednodu\u0161en\u00ed a zp\u0159ehledn\u011bn\u00ed procesu objedn\u00e1vky zv\u00fd\u0161it konverzi a\u017e o 35 %<\/strong>. Kl\u00ed\u010dem tedy je, aby byl proces objedn\u00e1v\u00e1n\u00ed co nejjednodu\u0161\u0161\u00ed, nejp\u0159ehledn\u011bj\u0161\u00ed a aby v r\u00e1mci n\u011bj musely b\u00fdt zad\u00e1ny opravdu jen nezbytn\u00e9 \u00fadaje. Ty jsou n\u00e1sleduj\u00edc\u00ed:<\/p>\n\n\n\n

1) Cel\u00e9 jm\u00e9no<\/strong>
2) E-mail<\/strong>
3) Telefon<\/strong> pro kur\u00fdra
4) Ulice a \u010d\u00edslo popisn\u00e9, m\u011bsto a PS\u010c<\/strong> v p\u0159\u00edpad\u011b doru\u010den\u00ed
5) Faktura\u010dn\u00ed adresa<\/strong> pokud nen\u00ed stejn\u00e1 jako doru\u010dovac\u00ed
6) Volba dopravy<\/strong>
7) Volba platby<\/strong>
8) P\u0159ihl\u00e1\u0161en\u00ed k newsletteru<\/strong> voliteln\u00e9, lze p\u0159esunout na str\u00e1nku s pod\u011bkov\u00e1n\u00edm za n\u00e1kup.<\/p>\n\n\n\n

TIP!<\/div>
Zjednodu\u0161te z\u00e1kazn\u00edk\u016fm v\u00fdb\u011br t\u00e9 nejvhodn\u011bj\u0161 platebn\u00ed metody d\u00edky mo\u017enosti odlo\u017een\u00e9 platby. <\/a><\/strong> <\/div><\/div>\n\n\n\n

Nedostate\u010dn\u00e1 d\u016fv\u011bra a pochybn\u00e9 zabezpe\u010den\u00ed<\/strong><\/h2>\n\n\n\n

D\u016fv\u011bra je (nejen) v e-commerce naprosto kl\u00ed\u010dov\u00fdm prvkem a jedn\u00e1 se o komoditu, bez kter\u00e9 nelze usp\u011bt. Prvn\u00ed dojem hraje d\u016fle\u017eitou roli v\u0161ude a nejinak je tomu i u e-shop\u016f. V\u00edc ne\u017e 90 % potenci\u00e1ln\u00edch z\u00e1kazn\u00edk\u016f se p\u0159itom zam\u011b\u0159\u00ed v prvn\u00ed \u0159ad\u011b na grafiku a jej\u00ed p\u0159\u00edv\u011btivost<\/strong> a pro 18 %<\/strong> n\u00e1v\u0161t\u011bvn\u00edk\u016f je vzhled webu d\u016fvodem, pro\u010d nedokon\u010dit n\u00e1kup. Pokud se n\u00e1v\u0161t\u011bvn\u00edk na webu nec\u00edt\u00ed dob\u0159e, nev\u00e1h\u00e1 a jednodu\u0161e odejde jinam.<\/p>\n\n\n\n

P\u011bkn\u00e9 a intuitivn\u00ed grafick\u00e9 rozhran\u00ed e-shopu (tzv. user experience \u2013 UX) zalo\u017een\u00e9 na pochopen\u00ed n\u00e1vyk\u016f nakupuj\u00edc\u00edch je velmi d\u016fle\u017eit\u00e9 a pom\u00e1h\u00e1 v lidech vzbudit d\u016fv\u011bru a chu\u0165 na dan\u00e9m webu nakoupit. P\u0159\u00edjemn\u00fd u\u017eivatelsk\u00fd z\u00e1\u017eitek spojen\u00fd s nakupov\u00e1n\u00edm je z\u00e1rove\u0148 kl\u00ed\u010dem k loajalit\u011b a z\u00e1kazn\u00edky \u010dasto pob\u00eddne, aby se na v\u00e1\u0161 e-shop vraceli. <\/p>\n\n\n\n

\"bezpe\u010dnost
Dop\u0159ejte z\u00e1kazn\u00edkovi jistotu bezpe\u010d\u00ed.<\/figcaption><\/figure>\n\n\n\n

Krom\u011b dob\u0159e stav\u011bn\u00e9ho webu je velmi d\u016fle\u017eit\u00fdm faktorem d\u016fv\u011bry tak\u00e9 zabezpe\u010den\u00ed v podob\u011b SSL \u0161ifrov\u00e1n\u00ed, jeho\u017e p\u0159\u00edtomnost zna\u010d\u00ed ikonka z\u00e1mku v adresn\u00edm \u0159\u00e1dku. U\u017eivatel\u00e9 si zvykli na to, \u017ee bezpe\u010dn\u00e9 internetov\u00e9 str\u00e1nky tuto ikonu maj\u00ed. Modern\u00ed prohl\u00ed\u017ee\u010de jako Google Chrome ji\u017e nav\u00edc ukazuj\u00ed varov\u00e1n\u00ed, pokud se nach\u00e1z\u00edte na webu, kter\u00fd nem\u00e1 platn\u00fd SSL certifik\u00e1t a b\u011b\u017e\u00ed tedy na nezabezpe\u010den\u00e9m protokolu http. Pokud v\u00e1\u0161 e-shop takov\u00e9 \u0161ifrov\u00e1n\u00ed postr\u00e1d\u00e1, i to m\u016f\u017ee b\u00fdt d\u016fvodem, kv\u016fli kter\u00e9mu v\u00e1m d\u00e1 z\u00e1kazn\u00edk ko\u0161em.<\/p>\n\n\n\n

TIP!<\/div>
Sly\u0161eli jste o druh\u00e9 evropsk\u00e9 sm\u011brnici PSD2<\/a>? Zjist\u011bt\u011b v\u00edc o povinn\u00e9 ochran\u011b spot\u0159ebitel\u016f.<\/a><\/strong><\/div><\/div>\n\n\n\n

Ve chv\u00edli, kdy se klient rozhodne zadat svoje platebn\u00ed informace, je dobr\u00e9 ho informovat, \u017ee p\u0159ipojen\u00ed je \u0161ifrovan\u00e9. Z\u00e1kazn\u00edci si pot\u0159ebuj\u00ed b\u00fdt jist\u00ed, \u017ee je nikdo nepodvede a nep\u0159ijdou nap\u0159\u00edklad o sv\u00e9 citliv\u00e9 \u00fadaje. Kl\u00ed\u010dov\u00e9 je rovn\u011b\u017e vyu\u017e\u00edvat platebn\u00ed \u0159e\u0161en\u00ed od d\u016fv\u011bryhodn\u00fdch poskytovatel\u016f, z\u00e1kazn\u00edci necht\u011bj\u00ed vypisovat \u010d\u00edslo p\u0159i platb\u011b kartou<\/a> jen tak n\u011bkam.<\/p>\n\n\n\n

Shrnut\u00ed<\/strong><\/h2>\n\n\n\n
    \n
  1. Ud\u011blejte proces objedn\u00e1vky co nejjednodu\u0161\u0161\u00ed a na p\u00e1r krok\u016f. \u010c\u00edm rychleji dojde z\u00e1kazn\u00edk od ko\u0161\u00edku k jej\u00edmu potvrzen\u00ed, t\u00edm sp\u00ed\u0161e u v\u00e1s bude nakupovat i opakovan\u011b. Trendem jsou platby \u201ena klik\u201c.<\/li>\n\n\n\n
  2. Dbejte na UX e-shopu. P\u0159ehledn\u00e9 u\u017eivatelsk\u00e9 rozhran\u00ed, v r\u00e1mci kter\u00e9ho n\u00e1kup zabere jen chvilku, v\u00e1m dok\u00e1\u017ee zajistit z\u00e1kazn\u00edky, kte\u0159\u00ed se budou r\u00e1di vracet.<\/li>\n\n\n\n
  3. Zajist\u011bte si platn\u00fd bezpe\u010dnostn\u00ed certifik\u00e1t a kvalitn\u00ed nab\u00eddku platebn\u00edch metod. Spolupr\u00e1ce s d\u016fv\u011bryhodn\u00fdmi poskytovateli t\u011bchto slu\u017eeb se vyplat\u00ed.<\/li>\n<\/ol>\n","protected":false},"excerpt":{"rendered":"

    Da\u0159\u00ed se v\u00e1m potenci\u00e1ln\u00ed z\u00e1kazn\u00edky dostat na sv\u016fj web, nal\u00e1kat je na konkr\u00e9tn\u00ed zbo\u017e\u00ed, ale k n\u00e1kupu nakonec stejn\u011b nedojde? Ve druh\u00e9 \u010d\u00e1sti na\u0161eho \u010dl\u00e1nku se pod\u00edv\u00e1me na dal\u0161\u00ed nej\u010dast\u011bj\u0161\u00ed d\u016fvody, kv\u016fli kter\u00fdm \u010de\u0161t\u00ed u\u017eivatel\u00e9 nedokon\u010d\u00ed sv\u016fj n\u00e1kup.<\/p>\n","protected":false},"author":6,"featured_media":1733,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[1],"tags":[58,158,17,122,24],"class_list":["post-1397","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uncategorized","tag-b2b","tag-bezpecnost","tag-odlozena-platba","tag-skip-pay","tag-tipy-triky","entry"],"acf":[],"yoast_head":"\nNeztra\u0165te z\u00e1kazn\u00edka v posledn\u00ed f\u00e1zi n\u00e1kupu na e-shopu | Skip Pay<\/title>\n<meta name=\"description\" content=\"Online n\u00e1kup mus\u00ed b\u00fdt pro z\u00e1kazn\u00edka snadn\u00fd, aby byla objedn\u00e1vka dokon\u010dena. \ud83d\uded2 P\u0159\u00edn\u00e1\u0161\u00edme tipy, jak se vyhnout nej\u010dast\u011bj\u0161\u00edm chyb\u00e1m v ko\u0161\u00edku. \ud83d\udca1\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/skippay.cz\/blog\/opousteni-kosiku-stoji-ceske-e-shopy-miliardy-rocne-cast-2-2\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Neztra\u0165te z\u00e1kazn\u00edka v posledn\u00ed f\u00e1zi n\u00e1kupu na e-shopu | Skip Pay\" \/>\n<meta property=\"og:description\" content=\"Online n\u00e1kup mus\u00ed b\u00fdt pro z\u00e1kazn\u00edka snadn\u00fd, aby byla objedn\u00e1vka dokon\u010dena. \ud83d\uded2 P\u0159\u00edn\u00e1\u0161\u00edme tipy, jak se vyhnout nej\u010dast\u011bj\u0161\u00edm chyb\u00e1m v ko\u0161\u00edku. \ud83d\udca1\" \/>\n<meta property=\"og:url\" content=\"https:\/\/skippay.cz\/blog\/opousteni-kosiku-stoji-ceske-e-shopy-miliardy-rocne-cast-2-2\/\" \/>\n<meta property=\"og:site_name\" content=\"Blog Skip Pay - p\u00ed\u0161eme srozumiteln\u011b o financ\u00edch | skippay.cz\" \/>\n<meta property=\"article:published_time\" content=\"2020-06-09T13:55:20+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2024-04-08T06:36:07+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/skippay.cz\/blog\/wp-content\/uploads\/2020\/06\/person-in-white-long-sleeve-shirt-holding-credit-card-4482896.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1568\" \/>\n\t<meta property=\"og:image:height\" content=\"1032\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Tomas Krasny\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Tomas Krasny\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"4 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/skippay.cz\\\/blog\\\/opousteni-kosiku-stoji-ceske-e-shopy-miliardy-rocne-cast-2-2\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/skippay.cz\\\/blog\\\/opousteni-kosiku-stoji-ceske-e-shopy-miliardy-rocne-cast-2-2\\\/\"},\"author\":{\"name\":\"Tomas Krasny\",\"@id\":\"https:\\\/\\\/skippay.cz\\\/blog\\\/#\\\/schema\\\/person\\\/0709c74afc237a8e037d9b2e5578b164\"},\"headline\":\"Opou\u0161t\u011bn\u00ed ko\u0161\u00edku stoj\u00ed \u010desk\u00e9 e-shopy miliardy ro\u010dn\u011b – \u010d\u00e1st 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