{"id":1110,"date":"2025-12-08T16:04:00","date_gmt":"2025-12-08T15:04:00","guid":{"rendered":"https:\/\/www.web-auditor.cz\/blog\/?p=1110"},"modified":"2026-04-01T20:30:59","modified_gmt":"2026-04-01T18:30:59","slug":"duvody-proc-eshop-nema-objednavky","status":"publish","type":"post","link":"https:\/\/www.web-auditor.cz\/blog\/duvody-proc-eshop-nema-objednavky\/","title":{"rendered":"Ticho po p\u011b\u0161in\u011b? 7 d\u016fvod\u016f, pro\u010d v\u00e1\u0161 e-shop nem\u00e1 objedn\u00e1vky (a jak to hned napravit)"},"content":{"rendered":"<p>Vyladili jste design do posledn\u00edho pixelu, naskladnili jste zbo\u017e\u00ed, na kter\u00e9 jste py\u0161n\u00ed, a s bu\u0161\u00edc\u00edm srdcem jste stiskli tla\u010d\u00edtko &#8222;Spustit&#8220;. O\u010dek\u00e1vali jste cink\u00e1n\u00ed notifikac\u00ed o nov\u00fdch objedn\u00e1vk\u00e1ch, ale m\u00edsto toho sly\u0161\u00edte jen&#8230; ticho. Frustruj\u00edc\u00ed, \u017ee? Nejste v tom sami. Ka\u017ed\u00fd den se tis\u00edce majitel\u016f e-shop\u016f pot\u00fdkaj\u00ed se stejn\u00fdm probl\u00e9mem. Dobr\u00e1 zpr\u00e1va je, \u017ee p\u0159\u00ed\u010dina se d\u00e1 t\u00e9m\u011b\u0159 v\u017edy odhalit a napravit.<\/p>\n<p>Z pohledu v\u00fdkonu a konverz\u00ed d\u00e1v\u00e1 smysl \u0159e\u0161it i <a href=\"https:\/\/www.web-auditor.cz\/blog\/jak-zvysit-konverze-eshopu\/\">10 zp\u016fsob\u016f, jak raketov\u011b vyst\u0159elit konverze va\u0161eho e-shopu<\/a>.<\/p>\n<ul>\n<li><strong>Neviditelnost:<\/strong> V\u00e1\u0161 e-shop m\u016f\u017ee b\u00fdt skv\u011bl\u00fd, ale pokud ho z\u00e1kazn\u00edci nenajdou na Googlu, jako by neexistoval. Kl\u00ed\u010dem je SEO.<\/li>\n<li><strong>\u0160patn\u00fd prvn\u00ed dojem:<\/strong> N\u00e1v\u0161t\u011bvn\u00edci opou\u0161t\u011bj\u00ed v\u00e1\u0161 web b\u011bhem p\u00e1r sekund, proto\u017ee je nep\u0159ehledn\u00fd, pomal\u00fd nebo jim prost\u011b ned\u016fv\u011b\u0159uj\u00ed.<\/li>\n<li><strong>Ignorov\u00e1n\u00ed mobil\u016f:<\/strong> V\u00edce ne\u017e polovina n\u00e1kup\u016f dnes prob\u00edh\u00e1 p\u0159es mobiln\u00ed telefony. Pokud v\u00e1\u0161 e-shop nen\u00ed p\u0159izp\u016fsoben\u00fd, p\u0159ich\u00e1z\u00edte o obrovskou \u010d\u00e1st trhu.<\/li>\n<li><strong>Slab\u00e1 prezentace produkt\u016f:<\/strong> Fotky a popisky mus\u00ed prod\u00e1vat. Nesta\u010d\u00ed jen konstatovat, co produkt je; mus\u00edte uk\u00e1zat, jak\u00fd p\u0159\u00ednos z\u00e1kazn\u00edkovi p\u0159inese.<\/li>\n<li><strong>Chyb\u011bj\u00edc\u00ed d\u016fv\u011bra:<\/strong> Lid\u00e9 jsou opatrn\u00ed. Pot\u0159ebuj\u00ed vid\u011bt recenze, jasn\u00e9 kontakty a bezpe\u010dn\u00fd n\u00e1kupn\u00ed proces, ne\u017e v\u00e1m sv\u011b\u0159\u00ed sv\u00e9 pen\u00edze.<\/li>\n<\/ul>\n<h2>1. Jste neviditeln\u00ed: Z\u00e1kazn\u00edci v\u00e1s na Googlu nenajdou<\/h2>\n<p>P\u0159edstavte si, \u017ee m\u00e1te ten nejkr\u00e1sn\u011bj\u0161\u00ed kamenn\u00fd obchod na sv\u011bt\u011b, ale postavili jste ho uprost\u0159ed temn\u00e9ho lesa bez jedin\u00e9 cedule. P\u0159esn\u011b tak funguje e-shop bez optimalizace pro vyhled\u00e1va\u010de (SEO). M\u016f\u017eete m\u00edt nejlep\u0161\u00ed produkty a ceny, ale pokud v\u00e1s z\u00e1kazn\u00edk p\u0159i hled\u00e1n\u00ed na Googlu nenajde na prvn\u00ed, maxim\u00e1ln\u011b druh\u00e9 str\u00e1nce, prakticky neexistujete.<\/p>\n<p>SEO nen\u00ed \u017e\u00e1dn\u00e1 magie, ale soubor technik, kter\u00e9 Googlu a dal\u0161\u00edm vyhled\u00e1va\u010d\u016fm \u0159eknou: &#8222;Hej, tady jsem a prod\u00e1v\u00e1m p\u0159esn\u011b to, co lid\u00e9 hledaj\u00ed!&#8220; Zahrnuje to pr\u00e1ci s kl\u00ed\u010dov\u00fdmi slovy (fr\u00e1zemi, kter\u00e9 z\u00e1kazn\u00edci zad\u00e1vaj\u00ed do vyhled\u00e1v\u00e1n\u00ed), technick\u00e9 nastaven\u00ed webu a tvorbu kvalitn\u00edho obsahu.<\/p>\n<h3>Jak poznat, \u017ee je to v\u00e1\u0161 probl\u00e9m?<\/h3>\n<ul>\n<li>Do vyhled\u00e1va\u010de zad\u00e1te n\u00e1zev sv\u00e9ho hlavn\u00edho produktu (nap\u0159. &#8222;d\u00e1msk\u00e9 ko\u017een\u00e9 kabelky Praha&#8220;) a v\u00e1\u0161 e-shop nen\u00ed nikde v dohledu.<\/li>\n<li>V\u011bt\u0161ina va\u0161\u00ed n\u00e1v\u0161t\u011bvnosti chod\u00ed pouze z placen\u00e9 reklamy nebo soci\u00e1ln\u00edch s\u00edt\u00ed. Z Googlu (organicky) t\u00e9m\u011b\u0159 nikdo.<\/li>\n<li>Nem\u00e1te blog ani \u017e\u00e1dn\u00fd obsah krom\u011b samotn\u00fdch produktov\u00fdch str\u00e1nek.<\/li>\n<\/ul>\n<h3>Co s t\u00edm hned te\u010f ud\u011blat?<\/h3>\n<ol>\n<li><strong>Anal\u00fdza kl\u00ed\u010dov\u00fdch slov:<\/strong> Sepi\u0161te si 5-10 fr\u00e1z\u00ed, pod kter\u00fdmi by v\u00e1s z\u00e1kazn\u00edk m\u011bl naj\u00edt. Nejen obecn\u00e9 jako &#8222;boty&#8220;, ale konkr\u00e9tn\u00ed jako &#8222;p\u00e1nsk\u00e9 b\u011b\u017eeck\u00e9 boty do ter\u00e9nu&#8220;. N\u00e1stroje jako Google Keyword Planner (zdarma) v\u00e1m pomohou naj\u00edt dal\u0161\u00ed.<\/li>\n<li><strong>Optimalizujte produktov\u00e9 str\u00e1nky:<\/strong> Vybran\u00e1 kl\u00ed\u010dov\u00e1 slova zapracujte p\u0159irozen\u011b do n\u00e1zv\u016f produkt\u016f, jejich popisk\u016f a nadpis\u016f kategori\u00ed.<\/li>\n<li><strong>Zkontrolujte technick\u00fd stav:<\/strong> Nejste si jist\u00ed, jak na tom v\u00e1\u0161 web je? Ud\u011blejte si rychl\u00fd <a href=\"https:\/\/www.web-auditor.cz\/seo-test\">SEO test online<\/a> a z\u00edskejte okam\u017eit\u00fd p\u0159ehled o nejv\u011bt\u0161\u00edch chyb\u00e1ch. Ka\u017ed\u00e1 e-shopov\u00e1 platforma m\u00e1 sv\u00e1 specifika. A\u0165 u\u017e je v\u00e1\u0161 e-shop postaven na popul\u00e1rn\u00ed platform\u011b, jako je Shoptet, existuj\u00ed specifick\u00e9 postupy. Dob\u0159e proveden\u00e9 <a href=\"https:\/\/pajskr.cz\/seo-test\/seo-shoptet\">SEO pro Shoptet od Jardy Pajskra<\/a> dok\u00e1\u017ee z\u00e1zraky. Podobn\u00e9 principy plat\u00ed i pro <a href=\"https:\/\/pajskr.cz\/seo-test\/seo-upgates\">SEO na Upgates<\/a> nebo pokud vyu\u017e\u00edv\u00e1te <a href=\"https:\/\/pajskr.cz\/seo-test\/seo-wordpress\">WordPress s WooCommerce<\/a>.<\/li>\n<\/ol>\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" src=\"https:\/\/www.web-auditor.cz\/blog\/wp-content\/uploads\/2025\/11\/detailn-ilustrace-ve-stylu-modern-ho-flat-designu-2.png\" alt=\"[Detailn\u00ed ilustrace ve stylu modern\u00edho flat designu. V pop\u0159ed\u00ed je majitel mal\u00e9ho e-shopu, kter\u00fd sed\u00ed za stolem a smutn\u011b se d\u00edv\u00e1 na obrazovku notebooku. Na obrazovce je vid\u011bt graf prodej\u016f, kter\u00fd je \u00fapln\u011b ploch\u00fd - zn\u00e1zor\u0148uje nulov\u00e9 objedn\u00e1vky. V pozad\u00ed za n\u00edm je velk\u00e1 lupa, kter\u00e1 symbolicky hled\u00e1 jeho e-shop, ale nem\u016f\u017ee ho naj\u00edt. Celkov\u00e1 atmosf\u00e9ra je m\u00edrn\u011b skl\u00ed\u010den\u00e1, ale barevn\u00e1 paleta je optimistick\u00e1 (modr\u00e1, oran\u017eov\u00e1, zelen\u00e1), aby nazna\u010dovala nad\u011bji na \u0159e\u0161en\u00ed.]\"><\/figure>\n<h2>2. V\u00e1\u0161 web je bludi\u0161t\u011b: \u0160patn\u00e1 u\u017eivatelsk\u00e1 zku\u0161enost (UX)<\/h2>\n<p>M\u00e1te 3 sekundy. P\u0159esn\u011b tolik \u010dasu v\u00e1m d\u00e1 pr\u016fm\u011brn\u00fd n\u00e1v\u0161t\u011bvn\u00edk na to, aby se na va\u0161em webu zorientoval a rozhodl se, jestli z\u016fstane. Pokud je v\u00e1\u0161 e-shop nep\u0159ehledn\u00fd, pomal\u00fd nebo matouc\u00ed, odejde d\u0159\u00edv, ne\u017e si stihne cokoliv prohl\u00e9dnout. Tomuto se \u0159\u00edk\u00e1 u\u017eivatelsk\u00e1 zku\u0161enost neboli UX (User Experience).<\/p>\n<p>Z pohledu v\u00fdkonu a konverz\u00ed d\u00e1v\u00e1 smysl \u0159e\u0161it i <a href=\"https:\/\/www.web-auditor.cz\/blog\/web-e-shop-landing-page-klicovy-pruvodce\/\">co je landing page<\/a>.<\/p>\n<p>C\u00edlem dobr\u00e9ho UX je, aby byl n\u00e1kup co nejjednodu\u0161\u0161\u00ed, nejrychlej\u0161\u00ed a nejp\u0159\u00edjemn\u011bj\u0161\u00ed. Z\u00e1kazn\u00edk nesm\u00ed p\u0159em\u00fd\u0161let, kam m\u00e1 kliknout. V\u0161e mus\u00ed b\u00fdt intuitivn\u00ed.<\/p>\n<h3>Jak poznat, \u017ee je to v\u00e1\u0161 probl\u00e9m?<\/h3>\n<ul>\n<li>V Google Analytics vid\u00edte vysokou m\u00edru okam\u017eit\u00e9ho opu\u0161t\u011bn\u00ed (Bounce Rate) \u2013 lid\u00e9 p\u0159ijdou na jednu str\u00e1nku a hned odejdou.<\/li>\n<li>M\u00e1te mnoho opu\u0161t\u011bn\u00fdch ko\u0161\u00edk\u016f. Z\u00e1kazn\u00edci zbo\u017e\u00ed p\u0159idaj\u00ed, ale n\u00e1kup nedokon\u010d\u00ed.<\/li>\n<li>Va\u0161i p\u0159\u00e1tel\u00e9 \u010di rodina v\u00e1m \u0159ekli, \u017ee se na va\u0161em webu &#8222;n\u011bjak \u0161patn\u011b hled\u00e1&#8220;.<\/li>\n<\/ul>\n<h3>Co s t\u00edm hned te\u010f ud\u011blat?<\/h3>\n<ol>\n<li><strong>Zjednodu\u0161te menu:<\/strong> Hlavn\u00ed navigace by m\u011bla m\u00edt maxim\u00e1ln\u011b 5-7 jasn\u011b pojmenovan\u00fdch kategori\u00ed. Zbytek schovejte do podkategori\u00ed nebo pati\u010dky.<\/li>\n<li><strong>Zrychlete web:<\/strong> Nikdo nechce \u010dekat. Pomoc\u00ed n\u00e1stroje Google PageSpeed Insights si zdarma otestujte rychlost sv\u00e9ho webu a postupujte podle doporu\u010den\u00ed. \u010casto pom\u016f\u017ee zmen\u0161en\u00ed obr\u00e1zk\u016f.<\/li>\n<li><strong>Projd\u011bte si n\u00e1kupn\u00ed proces:<\/strong> Zkuste si na sv\u00e9m e-shopu sami n\u011bco koupit. Je to snadn\u00e9? Mus\u00edte vypl\u0148ovat zbyte\u010dn\u011b moc pol\u00ed\u010dek? Chce po v\u00e1s web registraci je\u0161t\u011b p\u0159ed n\u00e1kupem (velk\u00e1 chyba!)? Ka\u017ed\u00fd krok nav\u00edc je potenci\u00e1ln\u00ed d\u016fvod k odchodu.<\/li>\n<\/ol>\n<h2>3. P\u016fsob\u00edte ned\u016fv\u011bryhodn\u011b: Pro\u010d by v\u00e1m m\u011bli d\u00e1t sv\u00e9 pen\u00edze?<\/h2>\n<p>Na internetu je ka\u017ed\u00fd opatrn\u00fd. Ne\u017e z\u00e1kazn\u00edk vyt\u00e1hne platebn\u00ed kartu, mus\u00ed si b\u00fdt 100% jist\u00fd, \u017ee v\u00e1\u0161 obchod je legitimn\u00ed, bezpe\u010dn\u00fd a \u017ee v p\u0159\u00edpad\u011b probl\u00e9mu se m\u00e1 na koho obr\u00e1tit. D\u016fv\u011bra je m\u011bna e-commerce. Bez n\u00ed neprod\u00e1te ani ten nejlep\u0161\u00ed produkt.<\/p>\n<p>D\u016fv\u011bryhodnost se skl\u00e1d\u00e1 z mnoha mal\u00fdch prvk\u016f, kter\u00e9 dohromady vytv\u00e1\u0159ej\u00ed pocit bezpe\u010d\u00ed a profesionality.<\/p>\n<h3>Jak poznat, \u017ee je to v\u00e1\u0161 probl\u00e9m?<\/h3>\n<ul>\n<li>Na webu nem\u00e1te uveden\u00e9 kompletn\u00ed kontaktn\u00ed \u00fadaje (I\u010cO, adresa, telefon, e-mail).<\/li>\n<li>Chyb\u00ed v\u00e1m recenze od skute\u010dn\u00fdch z\u00e1kazn\u00edk\u016f.<\/li>\n<li>V\u00e1\u0161 web neb\u011b\u017e\u00ed na zabezpe\u010den\u00e9m protokolu HTTPS (nem\u00e1te zelen\u00fd z\u00e1me\u010dek vedle adresy).<\/li>\n<li>Design webu p\u016fsob\u00ed zastarale nebo amat\u00e9rsky.<\/li>\n<\/ul>\n<h3>Co s t\u00edm hned te\u010f ud\u011blat?<\/h3>\n<ol>\n<li><strong>Vytvo\u0159te str\u00e1nku &#8222;O n\u00e1s&#8220;:<\/strong> Napi\u0161te kr\u00e1tk\u00fd p\u0159\u00edb\u011bh o tom, kdo jste a pro\u010d jste e-shop zalo\u017eili. Lid\u00e9 r\u00e1di nakupuj\u00ed od lid\u00ed, ne od anonymn\u00edch firem. P\u0159idejte svou fotku.<\/li>\n<li><strong>Sb\u00edrejte a zobrazujte recenze:<\/strong> Aktivn\u011b \u017e\u00e1dejte z\u00e1kazn\u00edky o hodnocen\u00ed n\u00e1kupu (nap\u0159. p\u0159es Heureka Ov\u011b\u0159eno z\u00e1kazn\u00edky nebo vlastn\u00ed e-mailovou automatizac\u00ed). A hlavn\u011b \u2013 zobrazte je na viditeln\u00e9m m\u00edst\u011b!<\/li>\n<li><strong>Bu\u010fte transparentn\u00ed:<\/strong> Jasn\u011b uve\u010fte obchodn\u00ed podm\u00ednky, mo\u017enosti dopravy a platby, a hlavn\u011b jejich ceny. Nikdo nem\u00e1 r\u00e1d nep\u0159\u00edjemn\u00e1 p\u0159ekvapen\u00ed v ko\u0161\u00edku v podob\u011b skryt\u00fdch poplatk\u016f.<\/li>\n<\/ol>\n<h2>4. Prezentace produkt\u016f je nudn\u00e1: Nel\u00e1k\u00e1te k n\u00e1kupu<\/h2>\n<p>Fakta informuj\u00ed, ale emoce prod\u00e1vaj\u00ed. Va\u0161e produktov\u00e1 str\u00e1nka je va\u0161e digit\u00e1ln\u00ed v\u00fdloha a prodava\u010d v jednom. Nesta\u010d\u00ed jen nahr\u00e1t fotku od dodavatele a zkop\u00edrovat technick\u00fd popis. Mus\u00edte z\u00e1kazn\u00edkovi uk\u00e1zat, jak mu v\u00e1\u0161 produkt zlep\u0161\u00ed \u017eivot, vy\u0159e\u0161\u00ed probl\u00e9m nebo ud\u011bl\u00e1 radost.<\/p>\n<p>Z pohledu v\u00fdkonu a konverz\u00ed d\u00e1v\u00e1 smysl \u0159e\u0161it i <a href=\"https:\/\/www.web-auditor.cz\/blog\/web-duveryhodny-proc-nakoupi\/\">je m\u016fj web d\u016fv\u011bryhodn\u00fd? Zjist\u011bte, pro\u010d u v\u00e1s z\u00e1kazn\u00edci (ne)nakoup\u00ed<\/a>.<\/p>\n<p>Z pohledu v\u00fdkonu a konverz\u00ed d\u00e1v\u00e1 smysl \u0159e\u0161it i <a href=\"https:\/\/www.web-auditor.cz\/blog\/web-nevydelava-diagnostika\/\">m\u016fj web nevyd\u011bl\u00e1v\u00e1: Podrobn\u00e1 diagnostika a 7 krok\u016f, jak ho kone\u010dn\u011b prom\u011bnit ve stroj na pen\u00edze<\/a>.<\/p>\n<p>Z pohledu v\u00fdkonu a konverz\u00ed d\u00e1v\u00e1 smysl \u0159e\u0161it i <a href=\"https:\/\/www.web-auditor.cz\/blog\/3-nejdrazsi-chyby-webu-zisk\/\">3 nejdra\u017e\u0161\u00ed chyby na webu, kter\u00e9 v\u00e1s p\u0159ipravuj\u00ed o zisk<\/a>.<\/p>\n<p>\u0160pi\u010dkov\u00e1 prezentace produktu se skl\u00e1d\u00e1 ze t\u0159\u00ed pil\u00ed\u0159\u016f: vizu\u00e1ln\u00ed str\u00e1nka, textov\u00fd obsah a soci\u00e1ln\u00ed d\u016fkaz.<\/p>\n<h3>Jak poznat, \u017ee je to v\u00e1\u0161 probl\u00e9m?<\/h3>\n<ul>\n<li>Pou\u017e\u00edv\u00e1te nekvalitn\u00ed, mal\u00e9 nebo rozmazan\u00e9 fotky, ide\u00e1ln\u011b jen jednu.<\/li>\n<li>Popisky jsou p\u0159\u00edli\u0161 stru\u010dn\u00e9, technick\u00e9 nebo dokonce \u017e\u00e1dn\u00e9.<\/li>\n<li>U produkt\u016f chyb\u00ed recenze nebo hodnocen\u00ed.<\/li>\n<\/ul>\n<h3>Co s t\u00edm hned te\u010f ud\u011blat?<\/h3>\n<ol>\n<li><strong>Investujte do fotek a videa:<\/strong> Po\u0159i\u010fte si (nebo nechte nafotit) ostr\u00e9 fotografie z r\u016fzn\u00fdch \u00fahl\u016f. Uka\u017ete produkt v kontextu pou\u017eit\u00ed. Kr\u00e1tk\u00e9 produktov\u00e9 video dok\u00e1\u017ee konverze zv\u00fd\u0161it o des\u00edtky procent.<\/li>\n<li><strong>Pi\u0161te popisky, kter\u00e9 prod\u00e1vaj\u00ed:<\/strong> M\u00edsto &#8222;Bavln\u011bn\u00e9 tri\u010dko, 180 g\/m\u00b2&#8220; napi\u0161te &#8222;U\u017eijte si dokonal\u00e9 pohodl\u00ed v na\u0161em tri\u010dku z pr\u00e9miov\u00e9 bavlny, kter\u00e9 je tak hebk\u00e9, \u017ee ho nebudete cht\u00edt svl\u00e9knout. Ide\u00e1ln\u00ed na v\u00edkendov\u00fd relax i do m\u011bsta.&#8220; Mluvte o v\u00fdhod\u00e1ch, ne jen o vlastnostech.<\/li>\n<li><strong>Struktura je kl\u00ed\u010d:<\/strong> Pou\u017e\u00edvejte kr\u00e1tk\u00e9 odstavce, odr\u00e1\u017eky a tu\u010dn\u00e9 p\u00edsmo pro zv\u00fdrazn\u011bn\u00ed nejd\u016fle\u017eit\u011bj\u0161\u00edch informac\u00ed. Lid\u00e9 na webu text sp\u00ed\u0161e skenuj\u00ed, ne\u017e \u010dtou.<\/li>\n<\/ol>\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" src=\"https:\/\/www.web-auditor.cz\/blog\/wp-content\/uploads\/2025\/11\/detailn-sc-na-ve-fotorealistick-m-stylu-s-tepl-m-.png\" alt=\"[Detailn\u00ed sc\u00e9na ve fotorealistick\u00e9m stylu s tepl\u00fdm osv\u011btlen\u00edm. Rozd\u011blen\u00fd obraz. Na lev\u00e9 stran\u011b je zobrazen\u00fd produkt (nap\u0159. elegantn\u00ed ko\u017een\u00e1 pen\u011b\u017eenka) na nudn\u00e9m b\u00edl\u00e9m pozad\u00ed s technick\u00fdm, stroh\u00fdm popiskem vedle. Na prav\u00e9 stran\u011b je tat\u00e1\u017e pen\u011b\u017eenka v akci - mu\u017e v obleku ji elegantn\u011b vytahuje z kapsy saka v luxusn\u00ed restauraci. Vedle je emotivn\u00ed popisek s textem &quot;Symbol elegance pro ka\u017ed\u00fd den&quot;. C\u00edlem je vizu\u00e1ln\u011b porovnat nudnou a poutavou prezentaci produktu.]\"><\/figure>\n<h2>5. Ignorujete mobiln\u00ed u\u017eivatele: Polovina z\u00e1kazn\u00edk\u016f od v\u00e1s ut\u00edk\u00e1<\/h2>\n<p>Pod\u00edvejte se do sv\u00fdch statistik. Je velmi pravd\u011bpodobn\u00e9, \u017ee v\u00edce ne\u017e 50 % n\u00e1v\u0161t\u011bvn\u00edk\u016f p\u0159ich\u00e1z\u00ed na v\u00e1\u0161 e-shop z mobiln\u00edho telefonu. Pokud v\u00e1\u0161 web nen\u00ed pro tato za\u0159\u00edzen\u00ed dokonale optimalizovan\u00fd (responzivn\u00ed), je to jako byste polovin\u011b z\u00e1kazn\u00edk\u016f v kamenn\u00e9m obchod\u011b zav\u0159eli dve\u0159e p\u0159ed nosem.<\/p>\n<p>Z pohledu v\u00fdkonu a konverz\u00ed d\u00e1v\u00e1 smysl \u0159e\u0161it i <a href=\"https:\/\/www.web-auditor.cz\/blog\/anal-za-konverzi-p-i-tvorb-landing-page\/\">co je landing page<\/a>.<\/p>\n<p>N\u00e1kup na mobilu mus\u00ed b\u00fdt bleskov\u00fd a pohodln\u00fd. \u017d\u00e1dn\u00e9 rozj\u00ed\u017ed\u011bj\u00edc\u00ed se texty, \u017e\u00e1dn\u00e1 tit\u011brn\u00e1 tla\u010d\u00edtka, na kter\u00e1 se ned\u00e1 trefit prstem, \u017e\u00e1dn\u00e9 slo\u017eit\u00e9 formul\u00e1\u0159e.<\/p>\n<h3>Jak poznat, \u017ee je to v\u00e1\u0161 probl\u00e9m?<\/h3>\n<ul>\n<li>Otev\u0159ete si sv\u016fj e-shop na telefonu. Mus\u00edte p\u0159ibli\u017eovat a posouvat obrazovku do stran, abyste si n\u011bco p\u0159e\u010detli?<\/li>\n<li>M\u00edra konverze (po\u010det n\u00e1kup\u016f) je na mobilech dramaticky ni\u017e\u0161\u00ed ne\u017e na po\u010d\u00edta\u010d\u00edch.<\/li>\n<li>Na\u010d\u00edt\u00e1n\u00ed str\u00e1nek na mobilu trv\u00e1 d\u00e9le ne\u017e 4-5 sekund.<\/li>\n<\/ul>\n<h3>Co s t\u00edm hned te\u010f ud\u011blat?<\/h3>\n<ol>\n<li><strong>Otestujte responzivitu:<\/strong> Pou\u017eijte Google Mobile-Friendly Test. Zadejte adresu sv\u00e9ho webu a b\u011bhem minuty zjist\u00edte, jak si vedete.<\/li>\n<li><strong>Zjednodu\u0161te mobiln\u00ed verzi:<\/strong> Nemus\u00ed b\u00fdt stejn\u00e1 jako ta pro po\u010d\u00edta\u010de. Schovejte m\u00e9n\u011b d\u016fle\u017eit\u00e9 prvky a dejte do pop\u0159ed\u00ed vyhled\u00e1vac\u00ed pole, ko\u0161\u00edk a hlavn\u00ed kategorie.<\/li>\n<li><strong>Optimalizujte tla\u010d\u00edtka a formul\u00e1\u0159e:<\/strong> V\u0161echna tla\u010d\u00edtka mus\u00ed b\u00fdt dostate\u010dn\u011b velk\u00e1 a formul\u00e1\u0159ov\u00e1 pol\u00ed\u010dka snadno vyplniteln\u00e1. Umo\u017en\u011bte platby jedn\u00edm kliknut\u00edm jako Apple Pay nebo Google Pay.<\/li>\n<\/ol>\n<h2>6. M\u00e1te \u0161patn\u011b nastavenou cenu (a dopravu)<\/h2>\n<p>Cena je jedn\u00edm z nejd\u016fle\u017eit\u011bj\u0161\u00edch faktor\u016f p\u0159i rozhodov\u00e1n\u00ed o n\u00e1kupu. Ale pozor, nejde jen o to b\u00fdt nejlevn\u011bj\u0161\u00ed. P\u0159\u00edli\u0161 n\u00edzk\u00e1 cena m\u016f\u017ee p\u016fsobit podez\u0159ele a evokovat n\u00edzkou kvalitu. P\u0159\u00edli\u0161 vysok\u00e1 cena bez adekv\u00e1tn\u00ed p\u0159idan\u00e9 hodnoty zase z\u00e1kazn\u00edky odrad\u00ed.<\/p>\n<p>Do celkov\u00e9 ceny se nav\u00edc prom\u00edt\u00e1 i cena dopravy. Ta je \u010dasto t\u00edm posledn\u00edm h\u0159eb\u00ed\u010dkem do rakve opu\u0161t\u011bn\u00e9ho ko\u0161\u00edku. Vysok\u00e9 nebo nejasn\u011b komunikovan\u00e9 n\u00e1klady na dopravu jsou jedn\u00edm z nej\u010dast\u011bj\u0161\u00edch d\u016fvod\u016f pro nedokon\u010den\u00ed n\u00e1kupu.<\/p>\n<p>Z pohledu v\u00fdkonu a konverz\u00ed d\u00e1v\u00e1 smysl \u0159e\u0161it i <a href=\"https:\/\/www.web-auditor.cz\/blog\/proc-zakaznici-opousteji-kosik\/\">ztr\u00e1c\u00edte z\u00e1kazn\u00edky p\u0159ed c\u00edlem? 7 d\u016fvod\u016f, pro\u010d opou\u0161t\u011bj\u00ed ko\u0161\u00edk (a jak to hned napravit)<\/a>.<\/p>\n<h3>Jak poznat, \u017ee je to v\u00e1\u0161 probl\u00e9m?<\/h3>\n<ul>\n<li>M\u00e1te vysokou n\u00e1v\u0161t\u011bvnost, lid\u00e9 si prohl\u00ed\u017eej\u00ed produkty, ale t\u00e9m\u011b\u0159 nikdo nenakoup\u00ed.<\/li>\n<li>\u010casto nach\u00e1z\u00edte opu\u0161t\u011bn\u00e9 ko\u0161\u00edky t\u011bsn\u011b p\u0159ed posledn\u00edm krokem (platbou).<\/li>\n<li>Va\u0161e konkurence nab\u00edz\u00ed podobn\u00e9 produkty za v\u00fdrazn\u011b jin\u00e9 ceny (vy\u0161\u0161\u00ed i ni\u017e\u0161\u00ed).<\/li>\n<\/ul>\n<h3>Co s t\u00edm hned te\u010f ud\u011blat?<\/h3>\n<ol>\n<li><strong>Ud\u011blejte si pr\u016fzkum konkurence:<\/strong> Zjist\u011bte, za kolik prod\u00e1vaj\u00ed podobn\u00e9 produkty va\u0161i hlavn\u00ed rivalov\u00e9. Nesna\u017ete se je jen podb\u00edzet cenou, ale p\u0159em\u00fd\u0161lejte, jakou hodnotu nav\u00edc m\u016f\u017eete nab\u00eddnout (rychlej\u0161\u00ed doprava, lep\u0161\u00ed z\u00e1kaznick\u00fd servis, d\u00e1rek k n\u00e1kupu).<\/li>\n<li><strong>Transparentn\u00ed doprava:<\/strong> Zobrazte cenu dopravy co nejd\u0159\u00edve v n\u00e1kupn\u00edm procesu, ide\u00e1ln\u011b u\u017e na produktov\u00e9 str\u00e1nce.<\/li>\n<li><strong>Motivujte k vy\u0161\u0161\u00ed \u00fatrat\u011b:<\/strong> Nab\u00eddn\u011bte dopravu zdarma od ur\u010dit\u00e9 v\u00fd\u0161e objedn\u00e1vky (nap\u0159. &#8222;Nakupte je\u0161t\u011b za 250 K\u010d a m\u00e1te dopravu zdarma!&#8220;). Je to psychologicky velmi siln\u00fd motiv\u00e1tor.<\/li>\n<\/ol>\n<h2>7. Jen \u010dek\u00e1te: Chyb\u00ed v\u00e1m aktivn\u00ed marketing<\/h2>\n<p>Spustit e-shop je jen za\u010d\u00e1tek. Pokud o n\u011bm nikomu ne\u0159eknete, nikdo nep\u0159ijde. Nesta\u010d\u00ed jen pasivn\u011b \u010dekat, a\u017e v\u00e1s n\u011bkdo objev\u00ed p\u0159es Google. Mus\u00edte aktivn\u011b oslovovat potenci\u00e1ln\u00ed z\u00e1kazn\u00edky tam, kde se nach\u00e1zej\u00ed.<\/p>\n<p>Marketing nen\u00ed jen o placen\u00e9 reklam\u011b. Je to budov\u00e1n\u00ed komunity na soci\u00e1ln\u00edch s\u00edt\u00edch, pos\u00edl\u00e1n\u00ed zaj\u00edmav\u00fdch novinek e-mailem (e-mailing), spolupr\u00e1ce s influencery nebo tvorba u\u017eite\u010dn\u00e9ho obsahu na blogu.<\/p>\n<h3>Jak poznat, \u017ee je to v\u00e1\u0161 probl\u00e9m?<\/h3>\n<ul>\n<li>Jedin\u00fdm zdrojem va\u0161\u00ed n\u00e1v\u0161t\u011bvnosti jsou p\u0159\u00edm\u00e9 n\u00e1v\u0161t\u011bvy (lid\u00e9, co znaj\u00ed va\u0161i adresu) a organick\u00e9 vyhled\u00e1v\u00e1n\u00ed.<\/li>\n<li>Nem\u00e1te firemn\u00ed profil na Facebooku, Instagramu nebo jin\u00e9 relevantn\u00ed s\u00edti.<\/li>\n<li>Nesb\u00edr\u00e1te e-mailov\u00e9 kontakty od n\u00e1v\u0161t\u011bvn\u00edk\u016f a nepos\u00edl\u00e1te \u017e\u00e1dn\u00fd newsletter.<\/li>\n<\/ul>\n<h3>Co s t\u00edm hned te\u010f ud\u011blat?<\/h3>\n<ol>\n<li><strong>Vyberte si jeden kan\u00e1l:<\/strong> Nesna\u017ete se b\u00fdt v\u0161ude najednou. Zjist\u011bte, kde se pohybuje va\u0161e c\u00edlov\u00e1 skupina. Prod\u00e1v\u00e1te vizu\u00e1ln\u011b atraktivn\u00ed produkty? Zkuste Instagram. C\u00edl\u00edte na firmy? Zkuste LinkedIn.<\/li>\n<li><strong>Za\u010dn\u011bte sb\u00edrat e-maily:<\/strong> Nab\u00eddn\u011bte n\u00e1v\u0161t\u011bvn\u00edk\u016fm slevu na prvn\u00ed n\u00e1kup v\u00fdm\u011bnou za jejich e-mail. E-mailov\u00fd marketing m\u00e1 st\u00e1le jednu z nejvy\u0161\u0161\u00edch n\u00e1vratnost\u00ed investic.<\/li>\n<li><strong>Vytvo\u0159te obsah:<\/strong> Napi\u0161te \u010dl\u00e1nek na blog, jak vybrat v\u00e1\u0161 produkt. Nato\u010dte kr\u00e1tk\u00e9 video, jak ho pou\u017e\u00edvat. Uka\u017ete, \u017ee jste expert ve sv\u00e9m oboru, a z\u00edsk\u00e1te si tak d\u016fv\u011bru z\u00e1kazn\u00edk\u016f.<\/li>\n<\/ol>\n<p>Cesta k \u00fasp\u011b\u0161n\u00e9mu e-shopu, kter\u00fd generuje objedn\u00e1vky, nen\u00ed sprint, ale maraton. M\u00e1lokdy je p\u0159\u00ed\u010dinou ne\u00fasp\u011bchu jedin\u00e1 velk\u00e1 chyba. \u010cast\u011bji se jedn\u00e1 o kombinaci n\u011bkolika men\u0161\u00edch nedostatk\u016f, kter\u00e9 ve v\u00fdsledku vytvo\u0159\u00ed nep\u0159ekonatelnou bari\u00e9ru pro z\u00e1kazn\u00edka. Projd\u011bte si t\u011bchto sedm bod\u016f a up\u0159\u00edmn\u011b si zhodno\u0165te, kde m\u00e1te slabiny. Za\u010dn\u011bte s n\u00e1pravou jedn\u00e9 v\u011bci je\u0161t\u011b dnes. I mal\u00e1 zm\u011bna, jako je vylep\u0161en\u00ed popisku produktu nebo zjednodu\u0161en\u00ed ko\u0161\u00edku, m\u016f\u017ee odstartovat lavinu pozitivn\u00edch v\u00fdsledk\u016f a prom\u011bnit ticho ve va\u0161ich notifikac\u00edch v p\u0159\u00edjemn\u00fd a st\u00e1l\u00fd zvuk p\u0159ich\u00e1zej\u00edc\u00edch objedn\u00e1vek.<\/p>\n<p>Z pohledu v\u00fdkonu a konverz\u00ed d\u00e1v\u00e1 smysl \u0159e\u0161it i <a href=\"https:\/\/www.web-auditor.cz\/blog\/kolik-stoji-eshop\/\">kolik stoj\u00ed eshop<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Vyladili jste design do posledn\u00edho pixelu, naskladnili jste zbo\u017e\u00ed, na kter\u00e9 jste py\u0161n\u00ed, a s bu\u0161\u00edc\u00edm srdcem jste stiskli tla\u010d\u00edtko &#8222;Spustit&#8220;. O\u010dek\u00e1vali jste cink\u00e1n\u00ed notifikac\u00ed o nov\u00fdch objedn\u00e1vk\u00e1ch, ale m\u00edsto toho sly\u0161\u00edte jen&#8230; ticho. Frustruj\u00edc\u00ed, \u017ee? Nejste v tom sami. Ka\u017ed\u00fd den se tis\u00edce majitel\u016f e-shop\u016f pot\u00fdkaj\u00ed se stejn\u00fdm probl\u00e9mem. Dobr\u00e1 zpr\u00e1va je, \u017ee p\u0159\u00ed\u010dina&#8230;<\/p>\n","protected":false},"author":1,"featured_media":1107,"comment_status":"closed","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"_kad_post_transparent":"","_kad_post_title":"","_kad_post_layout":"","_kad_post_sidebar_id":"","_kad_post_content_style":"","_kad_post_vertical_padding":"","_kad_post_feature":"","_kad_post_feature_position":"","_kad_post_header":false,"_kad_post_footer":false,"_kad_post_classname":"","footnotes":""},"categories":[53],"tags":[],"class_list":["post-1110","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-zaklady-a-strategie"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.1 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Ticho po p\u011b\u0161in\u011b? 7 d\u016fvod\u016f, pro\u010d v\u00e1\u0161 e-shop nem\u00e1 objedn\u00e1vky (a jak to hned napravit) - Blog - Web-auditor.cz<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.web-auditor.cz\/blog\/duvody-proc-eshop-nema-objednavky\/\" \/>\n<meta property=\"og:locale\" content=\"cs_CZ\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Ticho po p\u011b\u0161in\u011b? 7 d\u016fvod\u016f, pro\u010d v\u00e1\u0161 e-shop nem\u00e1 objedn\u00e1vky (a jak to hned napravit) - Blog - Web-auditor.cz\" \/>\n<meta property=\"og:description\" content=\"Vyladili jste design do posledn\u00edho pixelu, naskladnili jste zbo\u017e\u00ed, na kter\u00e9 jste py\u0161n\u00ed, a s bu\u0161\u00edc\u00edm srdcem jste stiskli tla\u010d\u00edtko &#8222;Spustit&#8220;. 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