{"id":10558,"date":"2025-08-15T15:54:28","date_gmt":"2025-08-15T13:54:28","guid":{"rendered":"https:\/\/www.targito.com\/?p=10558"},"modified":"2026-01-09T08:43:22","modified_gmt":"2026-01-09T07:43:22","slug":"opusteny-kosik-vyznamny-prvek-personalizovane-komunikace","status":"publish","type":"post","link":"https:\/\/www.targito.com\/en\/opusteny-kosik-vyznamny-prvek-personalizovane-komunikace\/","title":{"rendered":"Abandoned cart - an important element of personalized communication"},"content":{"rendered":"
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Pravdou je, \u017ee pokud jste provozovatelem e-shopu, pak ztr\u00e1c\u00edte v\u00fdznamnou \u010d\u00e1st prodej\u016f prost\u0159ednictv\u00edm opu\u0161t\u011bn\u00e9ho ko\u0161\u00edku. V\u00a0tomto \u010dl\u00e1nku se zam\u011b\u0159\u00edme na n\u011bkter\u00e9 p\u0159\u00ed\u010diny a statistiky a d\u00e1me v\u00e1m n\u011bkolik tip\u016f, jak toto riziko omezit.<\/p>\n

Existuj\u00ed stovky studi\u00ed v\u011bnovan\u00fdch fenom\u00e9nu opu\u0161t\u011bn\u00e9ho ko\u0161\u00edku. N\u011bkter\u00e9 uv\u00e1d\u011bj\u00ed, \u017ee m\u00edra opu\u0161t\u011bn\u00ed ko\u0161\u00edku dosahuje a\u017e 80 %, jin\u00e9 naopak mluv\u00ed o 55 %. Je pravdou, \u017ee statistiky jsou v\u017edy zav\u00e1d\u011bj\u00edc\u00ed a je t\u0159eba se na situaci pod\u00edvat z\u00a0r\u016fzn\u00fdch \u00fahl\u016f pohledu. M\u00edra opu\u0161t\u011bn\u00ed ko\u0161\u00edku se li\u0161\u00ed podle toho, v\u00a0jak\u00e9m odv\u011btv\u00ed v\u00e1\u0161 e-shop operuje, i nap\u0159. podle toho, z\u00a0jak\u00e9ho za\u0159\u00edzen\u00ed k\u00a0v\u00e1m z\u00e1kazn\u00edci p\u0159istupuj\u00ed.<\/p>\n

Jin\u00fdmi slovy, a\u017e \u00be nakupuj\u00edc\u00edch se rozhodne opustit str\u00e1nky va\u0161eho obchodu, ani\u017e by dokon\u010dili n\u00e1kup.<\/p>\n\t\t<\/div>\n\t\t\n\t\t

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Pro\u010d z\u00e1kazn\u00edci opou\u0161t\u011bj\u00ed ko\u0161\u00edky ve va\u0161ich e-shopech?<\/h2>\n\t\t\t\t\t\t\t<\/div>\n\t\t\t\n\t\t\t\n\t\t\t\n\t\t<\/div>\n\t\t\n\t\t\t\t
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Asi spr\u00e1vn\u011b odhadujete, \u017ee nej\u010dast\u011bj\u0161\u00edm p\u0159\u00edpadem opu\u0161t\u011bn\u00ed ko\u0161\u00edku a\u00a0nedokon\u010den\u00ed n\u00e1kupu b\u00fdv\u00e1\u00a0fin\u00e1ln\u00ed cena zbo\u017e\u00ed nebo slu\u017eeb<\/strong>. \u010casto se\u00a0st\u00e1v\u00e1, \u017ee z\u00e1kazn\u00edk pouze zji\u0161\u0165uje, kolik vlastn\u011b bude cel\u00fd n\u00e1kup st\u00e1t v\u010detn\u011b\u00a0\u201eskryt\u00fdch poplatk\u016f\u201c, jako je nap\u0159\u00edklad doprava.<\/p>\n

Dal\u0161\u00edm \u010dast\u00fdm p\u0159\u00edpadem b\u00fdv\u00e1 tak\u00e9\u00a0nutnost registrace<\/strong>\u00a0p\u0159ed\u00a0dokon\u010den\u00edm n\u00e1kupu \u010di\u00a0omezen\u00e1 mo\u017enost platby<\/strong>. Dle\u00a0pr\u016fzkumu spole\u010dnosti VWO, kter\u00e1 nab\u00edz\u00ed detailn\u00ed monitoring str\u00e1nek, v\u00edme, \u017ee skryt\u00e9 poplatky a\u00a0nutnost registrace tvo\u0159\u00ed opravdu\u00a0polovinu p\u0159\u00edpad\u016f<\/strong>\u00a0opu\u0161t\u011bn\u00e9ho ko\u0161\u00edku. Pr\u016fzkumu se\u00a0z\u00fa\u010dastnilo v\u00edce ne\u017e 1000 e-shop\u016f po\u00a0cel\u00e9m sv\u011bt\u011b.<\/p>\n\t\t<\/div>\n\t\t<\/div><\/div><\/div><\/div>

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Tip Targito<\/strong><\/p>\n

Uv\u00e1d\u011bjte kone\u010dn\u00e9 ceny u\u00a0produkt\u016f, m\u011bjte ceny dopravy a zp\u016fsoby doru\u010den\u00ed lehce k\u00a0dohled\u00e1n\u00ed bez nutnosti proch\u00e1zet ko\u0161\u00edkem, redukujte po\u010det krok\u016f v\u00a0n\u00e1kupn\u00edm procesu a\u00a0zru\u0161te nutnost registrace \u2013 umo\u017en\u011bte i n\u00e1kup bez registrace. Zajist\u011bte, aby v\u00e1\u0161 e-shop byl responzivn\u00ed a t\u00edm p\u00e1dem i u\u017eivatelsky p\u0159\u00edjemn\u00fd na mobiln\u00edch za\u0159\u00edzen\u00edch, z\u00a0nich\u017e k\u00a0v\u00e1m dle statistik poprv\u00e9 zav\u00edt\u00e1 v\u00edce z\u00e1kazn\u00edk\u016f, ne\u017e z\u00a0t\u011bch pevn\u00fdch.<\/em><\/p>\n<\/div>\n<\/div>\n\t\t<\/div>\n\t\t<\/div><\/div><\/div><\/div>

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Stranou nez\u016fst\u00e1v\u00e1 ani to,\u00a0z\u00a0jak\u00e9ho za\u0159\u00edzen\u00ed<\/strong>\u00a0se k\u00a0v\u00e1m z\u00e1kazn\u00edk p\u0159ihl\u00e1sil. Statistiky ukazuj\u00ed, \u017ee nejv\u011bt\u0161\u00ed m\u00edru opu\u0161t\u011bn\u00ed ko\u0161\u00edku zaznamen\u00e1v\u00e1 p\u0159\u00edstup z\u00a0mobiln\u00edch telefon\u016f \u2013 p\u0159es 85 %, za n\u00edm\u017e n\u00e1sleduje p\u0159\u00edstup z\u00a0tabletu \u2013 p\u0159es 80 %. Relevantn\u00ed zdroje uv\u00e1d\u011bj\u00ed, \u017ee d\u016fvodem je st\u00e1le nedostate\u010dn\u00e1 optimalizace e-shop\u016f pro mobiln\u00ed za\u0159\u00edzen\u00ed. Maj\u00ed zdlouhav\u00e9 na\u010d\u00edt\u00e1n\u00ed a mnoh\u00e9 dosud\u00a0nejsou v\u016fbec responzivn\u00ed<\/strong>\u00a0a nut\u00ed sv\u00e9 n\u00e1v\u0161t\u011bvn\u00edky zoomovat, aby se v\u016fbec mohli pohybovat mezi jednotliv\u00fdmi sekcemi. Nav\u00edc i pop-up okna, kter\u00e9 jsou na velk\u00fdch monitorech bezprobl\u00e9mov\u00e1, na displej\u00edch mobil\u016f a\u017e tak bezprobl\u00e9mov\u00e1 nejsou.<\/p>\n<\/div>\n<\/div>\n\t\t<\/div>\n\t\t\n\t\t

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Kde z\u00e1kazn\u00edci nakupuj\u00ed zbo\u017e\u00ed, kter\u00e9 u v\u00e1s zanechali?<\/h2>\n\t\t\t\t\t\t\t<\/div>\n\t\t\t\n\t\t\t\n\t\t\t\n\t\t<\/div>\n\t\t\n\t\t\t\t
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P\u0159ibli\u017en\u011b \u010dtvrtina z\u00e1kazn\u00edk\u016f jde za\u00a0lep\u0161\u00ed cenou<\/strong>\u00a0\u2013 to je celkem logick\u00fd z\u00e1v\u011br. Dal\u0161\u00edm \u010dast\u00fdm jevem je\u00a0n\u00e1sledn\u00e9 zakoupen\u00ed zbo\u017e\u00ed v\u00a0kamenn\u00e9m obchod\u011b<\/strong>\u00a0\u010di na\u00a0str\u00e1nce, kter\u00e9 z\u00e1kazn\u00edk v\u00edce d\u016fv\u011b\u0159uje.<\/p>\n

Pokud se\u010dteme v\u0161echny mo\u017enosti, kter\u00e9 kon\u010d\u00ed n\u00e1kupem\u00a0v\u00a0jin\u00e9m e-shopu<\/strong>, tak se\u00a0dostaneme na\u00a0skoro\u00a050 %<\/strong>\u00a0p\u0159\u00edpad\u016f. V\u00fdznamnou roli v\u00a0tom dle v\u00fdzkum\u016f hraje i obrovsk\u00e9 mno\u017estv\u00ed konkuren\u010dn\u00edch nab\u00eddek.<\/p>\n<\/div>\n<\/div>\n\t\t<\/div>\n\t\t<\/div><\/div><\/div><\/div>

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Tip Targito<\/strong><\/p>\n

Um\u00edst\u011bte si na\u00a0e-shop na\u00a0viditeln\u00e9 m\u00edsto\u00a0bannery, nap\u0159\u00edklad od\u00a0Heureka.cz, s\u00a0po\u010dtem recenz\u00ed a\u00a0celkov\u00fdm hodnocen\u00edm \u010di jin\u00e1 ozn\u00e1men\u00ed, kter\u00e9 podpo\u0159\u00ed d\u016fv\u011bryhodnost va\u0161eho obchodu. Dbejte na to, aby byly snadno dohledateln\u00e9 skute\u010dn\u00e9 kontakty na provozovatele e-shopu a abyste v\u010das reagovali na komunikaci ze strany z\u00e1kazn\u00edk\u016f \u2013 a\u0165 telefonickou nebo elektronickou. Dobr\u00e9 je tak\u00e9 vyu\u017e\u00edvat feed ze\u00a0soci\u00e1ln\u00edch s\u00edt\u00ed, aby n\u00e1v\u0161t\u011bvn\u00edci v\u011bd\u011bli, \u017ee je e-shop \u201e\u017eiv\u00fd\u201c.<\/em><\/p>\n<\/div>\n<\/div>\n\t\t<\/div>\n\t\t<\/div><\/div><\/div><\/div>

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Opravdu cht\u011bj\u00ed n\u00e1v\u0161t\u011bvn\u00edci va\u0161eho e-shopu nakoupit?<\/h2>\n\t\t\t\t\t\t\t<\/div>\n\t\t\t\n\t\t\t\n\t\t\t\n\t\t<\/div>\n\t\t\n\t\t\t\t
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St\u00e1le \u010dast\u011bji se\u00a0setk\u00e1v\u00e1me se\u00a0situac\u00ed, kdy n\u00e1v\u0161t\u011bvn\u00edk\u00a0\u00famysln\u011b opust\u00ed ko\u0161\u00edk a\u00a0\u010dek\u00e1 na\u00a0slevu<\/strong>, kterou mu po\u0161lete v\u00a0r\u00e1mci kampan\u011b opu\u0161t\u011bn\u00e9ho ko\u0161\u00edku. Trendem, kter\u00fd u\u017e pozorujeme i\u00a0u n\u00e1s v\u00a0\u010cR, je p\u0159id\u00e1n\u00ed zbo\u017e\u00ed do\u00a0ko\u0161\u00edku a\u00a0n\u00e1sledn\u00fd n\u00e1vrat za\u00a0n\u011bkolik dn\u00ed. N\u00e1v\u0161t\u011bvn\u00edci si tak\u00a0simuluj\u00ed \u201ewish list\u201c<\/strong>, kter\u00fd v\u00a0\u010cR v\u00a0sou\u010dasn\u00e9 dob\u011b vyu\u017e\u00edv\u00e1 pouze n\u011bkolik des\u00edtek e-shop\u016f.<\/p>\n

Pro\u010d tedy n\u00e1v\u0161t\u011bvn\u00edci va\u0161ich e-shop\u016f p\u0159id\u00e1vaj\u00ed zbo\u017e\u00ed do\u00a0ko\u0161\u00edku? Co je vede k\u00a0p\u0159id\u00e1n\u00ed produktu a\u00a0n\u00e1sledn\u00e9mu nedokon\u010den\u00ed n\u00e1kupu?<\/p>\n<\/div>\n<\/div>\n\t\t<\/div>\n\t\t<\/div><\/div><\/div><\/div>

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Tip Targito<\/strong><\/p>\n

Um\u00edst\u011bte si na\u00a0e-shop na\u00a0viditeln\u00e9 m\u00edsto\u00a0bannery, nap\u0159\u00edklad od\u00a0Heureka.cz, s\u00a0po\u010dtem recenz\u00ed a\u00a0celkov\u00fdm hodnocen\u00edm \u010di jin\u00e1 ozn\u00e1men\u00ed, kter\u00e9 podpo\u0159\u00ed d\u016fv\u011bryhodnost va\u0161eho obchodu. Dbejte na to, aby byly snadno dohledateln\u00e9 skute\u010dn\u00e9 kontakty na provozovatele e-shopu a abyste v\u010das reagovali na komunikaci ze strany z\u00e1kazn\u00edk\u016f \u2013 a\u0165 telefonickou nebo elektronickou. Dobr\u00e9 je tak\u00e9 vyu\u017e\u00edvat feed ze\u00a0soci\u00e1ln\u00edch s\u00edt\u00ed, aby n\u00e1v\u0161t\u011bvn\u00edci v\u011bd\u011bli, \u017ee je e-shop \u201e\u017eiv\u00fd\u201c.<\/em><\/p>\n<\/div>\n<\/div>\n\t\t<\/div>\n\t\t<\/div><\/div><\/div><\/div>

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Co motivuje n\u00e1v\u0161t\u011bvn\u00edky e-shopu zakoupit produkty a\u017e z opu\u0161t\u011bn\u00e9ho ko\u0161\u00edku?<\/h2>\n\t\t\t\t\t\t\t<\/div>\n\t\t\t\n\t\t\t\n\t\t\t\n\t\t<\/div>\n\t\t\n\t\t\t\t
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Asi nikoho nep\u0159ekvap\u00ed, \u017ee v\u00edce ne\u017e polovinu n\u00e1v\u0161t\u011bvn\u00edk\u016f e-shop\u016f motivuje sleva v\u00a0e-mailu \u010di remarketingu. Sleva byla, je a\u00a0bude v\u017edy nejv\u011bt\u0161\u00edm l\u00e1kadlem pro\u00a0konverzi, ale jsou i\u00a0e-shopy, kter\u00e9 maj\u00ed jen velmi n\u00edzkou mar\u017ei \u010di napjat\u011bj\u0161\u00ed finan\u010dn\u00ed situaci, a\u00a0nemohou si dovolit poskytovat slevy jen tak.<\/p>\n

I pro\u00a0ty ale existuje \u0159e\u0161en\u00ed. Celkem velk\u00e1 \u010d\u00e1st,\u00a0cca 10 %<\/strong>\u00a0n\u00e1v\u0161t\u011bvn\u00edk\u016f e-shop\u016f tvrd\u00ed, \u017ee je pro\u00a0n\u011b velkou motivac\u00ed k\u00a0n\u00e1kupu tak\u00e9 nap\u0159\u00edklad posledn\u00ed kus na\u00a0sklad\u011b \u010di popularita produktu. Celosv\u011btov\u00fd pr\u016fm\u011br tento trend potvrzuje.<\/p>\n

Drtiv\u00e1 v\u011bt\u0161ina z\u00e1kazn\u00edk\u016f ov\u0161em st\u00e1le \u010dek\u00e1 na\u00a0slevu, kter\u00e1 se\u00a0s\u00a0nejv\u011bt\u0161\u00ed pravd\u011bpodobnost\u00ed je\u0161t\u011b n\u011bjakou dobu udr\u017e\u00ed na\u00a0\u0161pici \u201etop trend\u016f\u201c.<\/p>\n<\/div>\n<\/div>\n\t\t<\/div>\n\t\t\n\t\t

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Z\u00e1v\u011br<\/h2>\n\t\t\t\t\t\t\t<\/div>\n\t\t\t\n\t\t\t\n\t\t\t\n\t\t<\/div>\n\t\t\n\t\t\t\t
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Opu\u0161t\u011bn\u00fd ko\u0161\u00edk je fenom\u00e9n, kter\u00fd se\u00a0st\u00e1le vyv\u00edj\u00ed. Pokud m\u00e1te vysok\u00e9 procento ko\u0161\u00edk\u016f zanechan\u00fdch bez\u00a0kone\u010dn\u00e9 konverze, prov\u011b\u0159te cel\u00fd n\u00e1kupn\u00ed proces va\u0161eho e-shopu, prov\u011b\u0159te jeho slo\u017eitost, koukn\u011bte se na funkce v\u00a0samotn\u00e9m ko\u0161\u00edku (zda v\u016fbec n\u011bjak\u00e9 m\u00e1), a je-li to mo\u017en\u00e9, implementujte v\u00edce v\u011brohodn\u00fdch zn\u00e1mek.<\/p>\n

Zapojte do sv\u00e9 komunikace automatizovan\u00fd e-mailing spou\u0161t\u011bn\u00fd pr\u00e1v\u011b na z\u00e1klad\u011b opu\u0161t\u011bn\u00ed ko\u0161\u00edku. Dle statistik je\u00a0m\u00edra otev\u0159en\u00ed<\/strong>\u00a0tohoto druhu e-mail\u016f neskute\u010dn\u011b vysok\u00e1. Od roku 2016 se pohybuje\u00a0okolo 43 %<\/strong>\u00a0a nad\u00e1le pomalu nar\u016fst\u00e1. D\u016fvodem je zejm\u00e9na to, \u017ee informace o opu\u0161t\u011bn\u00e9m ko\u0161\u00edku je pro z\u00e1kazn\u00edka relevantn\u011bj\u0161\u00ed, ne\u017e jin\u00e9 typy ozn\u00e1men\u00ed. Pom\u011brn\u011b vysok\u00e1 je i\u00a0m\u00edra konverze \u2013 dosahuje v\u00a0pr\u016fm\u011bru a\u017e 18 %.<\/strong><\/p>\n

Tento druh automatizovan\u00e9ho e-mailingu n\u00e1m ukazuje, \u017ee zahrnut\u00ed personalizace do va\u0161ich komunika\u010dn\u00edch strategi\u00ed v\u00e1m skute\u010dn\u011b m\u016f\u017ee zlep\u0161it obchodn\u00ed v\u00fdsledky. Pokud jste na\u0161\u00edm klientem, v\u0161echny tyto ukazatele uvid\u00edte p\u0159ehledn\u011b u ka\u017ed\u00e9 takov\u00e9 kampan\u011b.<\/p>\n<\/div>\n<\/div>\n\t\t<\/div>\n\t\t<\/div><\/div><\/div><\/div>\n<\/div>","protected":false},"excerpt":{"rendered":"Pravdou je, \u017ee pokud jste provozovatelem e-shopu, pak ztr\u00e1c\u00edte v\u00fdznamnou \u010d\u00e1st prodej\u016f prost\u0159ednictv\u00edm opu\u0161t\u011bn\u00e9ho ko\u0161\u00edku. V\u00a0tomto \u010dl\u00e1nku se zam\u011b\u0159\u00edme na","protected":false},"author":2,"featured_media":10559,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[143,145],"tags":[],"class_list":["post-10558","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-automatizace","category-e-mailing"],"yoast_head":"\nOpu\u0161t\u011bn\u00fd ko\u0161\u00edk \u2013 v\u00fdznamn\u00fd prvek personalizovan\u00e9 komunikace<\/title>\n<meta name=\"description\" content=\"Asi spr\u00e1vn\u011b odhadujete, \u017ee nej\u010dast\u011bj\u0161\u00edm p\u0159\u00edpadem opu\u0161t\u011bn\u00ed ko\u0161\u00edku a nedokon\u010den\u00ed n\u00e1kupu b\u00fdv\u00e1 fin\u00e1ln\u00ed cena zbo\u017e\u00ed nebo slu\u017eeb. \u010casto se st\u00e1v\u00e1 ..\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link 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