{"id":5213,"date":"2018-04-09T14:24:00","date_gmt":"2018-04-09T12:24:00","guid":{"rendered":"https:\/\/besteto.pari.cz\/pripadova-studie-4x-vyssi-navstevnost-e-shopu-z-heureky-diky-oprave-nazvu-produktu\/"},"modified":"2025-03-04T13:49:19","modified_gmt":"2025-03-04T12:49:19","slug":"pripadova-studie-4x-vyssi-navstevnost-e-shopu-z-heureky-diky-oprave-nazvu-produktu","status":"publish","type":"post","link":"https:\/\/www.besteto.cz\/pripadova-studie-4x-vyssi-navstevnost-e-shopu-z-heureky-diky-oprave-nazvu-produktu\/","title":{"rendered":"P\u0159\u00edpadov\u00e1 studie: 4x vy\u0161\u0161\u00ed n\u00e1v\u0161t\u011bvnost e-shopu z Heureky d\u00edky oprav\u011b n\u00e1zv\u016f produkt\u016f"},"content":{"rendered":"
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Na to, aby se v\u00fdrazn\u011b zlep\u0161ily v\u00fdsledky inzerce e\u2011shopu, n\u011bkdy sta\u010d\u00ed mal\u00fd z\u00e1sah. Jeden takov\u00fd v\u00e1m te\u010f uk\u00e1\u017eeme. <\/p> <\/div>\n <\/div>\n

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Oslovil n\u00e1s klient, kter\u00fd cht\u011bl zlep\u0161it inzerci sv\u00e9ho e\u2011shopu na slovensk\u00e9 Heurece. Kdy\u017e jsme se pod\u00edvali do administrace Heureky, zjistili jsme, \u017ee jeden z nejv\u011bt\u0161\u00edch probl\u00e9m\u016f byl stav za\u0159azen\u00ed produkt\u016f do katalogu Heureky, tzv. \u201esp\u00e1rovanost<\/strong>\u201c (viz obr. 1). Z tabulky je na prvn\u00ed pohled jasn\u00e9, \u017ee klient m\u011bl za\u0159azen\u00fdch pouze 61 produkt\u016f, dal\u0161\u00edch 32 \u010dekalo na posouzen\u00ed a v\u00edce ne\u017e 1 400<\/strong> nebylo za\u0159azen\u00fdch v\u016fbec<\/strong>.<\/p> <\/div>\n <\/div>\n

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Co znamen\u00e1, kdy\u017e jsou produkty za\u0159azen\u00e9<\/h2> <\/div>\n <\/div>\n
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Pokud m\u00e1te sv\u00e9 produkty za\u0159azen\u00e9 do katalogu<\/strong> Heureky, tak se pro nich v jednotliv\u00fdch kategori\u00edch vytvo\u0159\u00ed produktov\u00e9 karty<\/strong>, anebo se v\u00e1\u0161 e\u2011shop p\u0159id\u00e1 (sp\u00e1ruje) k u\u017e existuj\u00edc\u00ed produktov\u00e9 kart\u011b a t\u00edm p\u00e1dem i k ostatn\u00edm e\u2011shop\u016fm, kter\u00e9 ho prod\u00e1vaj\u00ed.<\/p> <\/div>\n <\/div>\n

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V na\u0161em p\u0159\u00edpad\u011b m\u011bl klient v nab\u00eddce produkty, kter\u00e9 prod\u00e1val jen jeho e\u2011shop, a tak za\u0159azen\u00edm do katalogu vznikly produktov\u00e9 karty, kde byl jedin\u00fdm prodejcem<\/strong>. Takov\u00e9to produktov\u00e9 karty se ve vysoko konkuren\u010dn\u00edch kategori\u00edch (kde hodn\u011b prodejc\u016f nab\u00edz\u00ed jeden velmi popul\u00e1rn\u00ed produkt) \u010dasto nedostanou na p\u0159edn\u00ed p\u0159\u00ed\u010dky ve v\u00fdpise produkt\u016f. Pokud ale u\u017eivatel pou\u017eije filtrov\u00e1n\u00ed podle parametr\u016f a konkr\u00e9tn\u00ed produkt je spln\u00ed, tak se m\u016f\u017eou zobrazovat na prvn\u00edch pozic\u00edch. E\u2011shop tak m\u016f\u017ee vyu\u017e\u00edt, \u017ee je jejich jedin\u00fdm prodejcem. O tom, pro\u010d pou\u017e\u00edvat parametry, jsme psali v \u010dl\u00e1nku Jak p\u0159edb\u011bhnout konkurenci? Pou\u017e\u00edvejte parametry na Heurece<\/a>.<\/p> <\/div>\n <\/div>\n

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<\/figure><\/div> <\/div>\n <\/div>\n
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Obr\u00e1zek 1: Po\u010d\u00e1te\u010dn\u00ed stav za\u0159azen\u00ed produkt\u016f <\/em><\/p> <\/div>\n <\/div>\n

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Jak jsme postupovali<\/h2> <\/div>\n <\/div>\n
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Zjistili jsme, \u017ee p\u0159ek\u00e1\u017ekou pro spr\u00e1vn\u00e9 za\u0159azen\u00ed produkt\u016f bylo to, \u017ee v XML feedu chyb\u011bl v\u00fdrobce p\u0159\u00edmo v n\u00e1zvu produktu<\/strong>. Je to jeden z povinn\u00fdch \u00fadaj\u016f, kter\u00e9 Heureka vy\u017eaduje. A\u010dkoliv n\u00e1\u0161 klient m\u011bl v\u00fdrobce uveden\u00e9ho v elementu MANUFACTURER, bylo pot\u0159eba ho doplnit i do n\u00e1zv\u016f.<\/p> <\/div>\n <\/div>\n

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Proto\u017ee e\u2011shop pou\u017e\u00edval Mergado<\/a>, jednodu\u0161e jsme p\u0159idali pravidlo, aby se hodnota z MANUFACTURER p\u0159evedla i do tag\u016f (PRODUCTNAME a PRODUCT). T\u00edm jsme doplnili v\u00fdrobce do n\u00e1zvu. Tato \u00faprava umo\u017enila spr\u00e1vn\u00e9 za\u0159azen\u00ed produkt\u016f do katalogu Heureky, vznikly produktov\u00e9 karty a produkty se za\u010daly zobrazovat. V\u00fdsledky t\u00e9to optimalizace jsou na obr\u00e1zku \u010d.2.<\/p> <\/div>\n <\/div>\n

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Dal\u0161\u00edm krokem optimalizace bylo dopln\u011bn\u00ed po\u017eadovan\u00fdch parametr\u016f produkt\u016f do XML feedu tak\u00e9 s Mergadem.<\/p> <\/div>\n <\/div>\n

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<\/figure><\/div> <\/div>\n <\/div>\n
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Obr\u00e1zek 2: Fin\u00e1ln\u00ed stav za\u0159azen\u00ed produkt\u016f po optimalizaci<\/em><\/p> <\/div>\n <\/div>\n

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V\u00fdsledek<\/h2> <\/div>\n <\/div>\n
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<\/figure><\/div> <\/div>\n <\/div>\n
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Obr\u00e1zek 3: Tabulka ukazuje \u00fadaje e\u2011shopu za rok 2017 a 2018 v obdob\u00ed leden\u2009\u2014\u2009b\u0159ezen.<\/em><\/p> <\/div>\n <\/div>\n

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V tabulce (viz obr. 3) jde vid\u011bt, \u017ee na\u0161\u00edm z\u00e1sahem se n\u00e1v\u0161t\u011bvnost \u010dty\u0159n\u00e1sobn\u011b zvedla<\/strong>. Stejn\u011b tak narostl zisk <\/strong>e\u2011shopu, kter\u00fd se oproti roku 2017 zv\u00fd\u0161il dvojn\u00e1sobn\u011b. <\/p> <\/div>\n <\/div>\n

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\u010c\u00edsla v tabulce ukazuj\u00ed moment\u00e1ln\u00ed stav, e\u2011shop ale bude ze za\u0159azen\u00ed produkt\u016f do katalogu Heureky t\u011b\u017eit i do budoucna<\/strong>. <\/p> <\/div>\n <\/div>\n

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Pokud byste i vy pot\u0159ebovali pomoct se za\u0159azen\u00edm produkt\u016f nebo optimalizac\u00ed inzerce na Heurece, ozv\u011bte se n\u00e1m<\/a>.<\/p> <\/div>\n <\/div>\n","protected":false},"excerpt":{"rendered":"

Na to, aby se v\u00fdrazn\u011b zlep\u0161ily v\u00fdsledky inzerce e-shopu, n\u011bkdy sta\u010d\u00ed mal\u00fd z\u00e1sah. Jeden takov\u00fd v\u00e1m te\u010f uk\u00e1\u017eeme.<\/p>\n","protected":false},"author":24,"featured_media":5214,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[18],"tags":[68,416],"class_list":["post-5213","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-pripadovky","tag-heureka","tag-pripadova-studie"],"acf":[],"aioseo_notices":[],"_links":{"self":[{"href":"https:\/\/www.besteto.cz\/wp-json\/wp\/v2\/posts\/5213","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.besteto.cz\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.besteto.cz\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.besteto.cz\/wp-json\/wp\/v2\/users\/24"}],"replies":[{"embeddable":true,"href":"https:\/\/www.besteto.cz\/wp-json\/wp\/v2\/comments?post=5213"}],"version-history":[{"count":1,"href":"https:\/\/www.besteto.cz\/wp-json\/wp\/v2\/posts\/5213\/revisions"}],"predecessor-version":[{"id":48665,"href":"https:\/\/www.besteto.cz\/wp-json\/wp\/v2\/posts\/5213\/revisions\/48665"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.besteto.cz\/wp-json\/wp\/v2\/media\/5214"}],"wp:attachment":[{"href":"https:\/\/www.besteto.cz\/wp-json\/wp\/v2\/media?parent=5213"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.besteto.cz\/wp-json\/wp\/v2\/categories?post=5213"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.besteto.cz\/wp-json\/wp\/v2\/tags?post=5213"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}