{"id":1793020106,"date":"2026-09-01T22:43:51","date_gmt":"2026-09-01T20:43:51","guid":{"rendered":"https:\/\/btop.pl\/?p=90001"},"modified":"2026-11-09T08:24:50","modified_gmt":"2026-11-09T07:24:50","slug":"audit-pred-prvnim-zlotem","status":"publish","type":"post","link":"https:\/\/btop.pl\/cs\/audit-pred-prvnim-zlotem\/","title":{"rendered":"Sprzeda\u017c w kwietniu wzros\u0142a o 38%, zanim ruszy\u0142a pierwsza kampania"},"content":{"rendered":"<div class=\"wpb-content-wrapper\"><div data-row-text-color=\"dark\" style=\" \" class=\"vc_row wpb_row zolo_wpb_row vc_row-fluid btop-cs-row btop-cs-row--style apress_row_class_20951241486af18b3896880\"><div class=\"zolo-container zolo_vc_container\"><div class=\"vc_row apcore_vc_row\"><div class=\"wpb_column vc_column_container vc_col-sm-12 apress_col_id_3474665856af18b38969a3 hover_style_none responsive_block_default\"><div class=\"layer vc_column-inner\"  ><div class=\"wpb_wrapper\">\n\t<div class=\"wpb_raw_code wpb_raw_html wpb_content_element btop-cs-raw\" >\n\t\t<div class=\"wpb_wrapper\">\n\t\t\t<!-- Style wsp\u00f3lne dla wszystkich wierszy tego case study.\n     Usuni\u0119cie tego wiersza rozsypie wygl\u0105d pozosta\u0142ych. -->\n<style>\n.btop-cs{--c:#42b1e6;--c-dark:#1c6d95;--ink:#12212b;--muted:#5b6b76;--line:#dce7ee;--bg:#f5f9fc;\n  font-family:inherit;color:var(--ink);line-height:1.65;max-width:1040px;margin:0 auto;\n  \/* Wysokosc przyklejonego menu btop.pl. Jesli naglowek zmieni wysokosc,\n     wystarczy poprawic te jedna wartosc, uzywaja jej odstep pierwszego\n     wiersza i wszystkie skoki do kotwic. *\/\n  --menu:124px;\n  scroll-margin-top:var(--menu)}\n.btop-cs *{box-sizing:border-box}\n.btop-cs img{max-width:100%;height:auto;display:block}\n.btop-cs__demo{background:#fff4f4;border:1px solid #f3b4b4;color:#8c1d1d;padding:12px 16px;border-radius:8px;font-size:14px;margin-bottom:32px}\n.btop-cs__kpis{display:grid;grid-template-columns:repeat(auto-fit,minmax(138px,1fr));gap:1px;background:var(--line);\n  border:1px solid var(--line);border-radius:10px;overflow:hidden;margin-bottom:34px}\n.btop-cs__kpi{background:#fff;padding:18px 16px}\n.btop-cs__kpi span{display:block;font-size:11.5px;letter-spacing:.07em;text-transform:uppercase;color:var(--muted);margin-bottom:6px;line-height:1.35}\n.btop-cs__kpi strong{display:block;font-size:clamp(20px,3.3vw,28px);font-weight:700;line-height:1.15}\n.btop-cs h1{font-size:clamp(28px,5vw,44px);line-height:1.14;margin:0 0 14px;font-weight:700;letter-spacing:-.02em}\n.btop-cs h1 em{font-style:normal;color:var(--c)}\n.btop-cs__lead{font-size:clamp(17px,2.2vw,20px);color:var(--muted);margin:0 0 20px;max-width:62ch}\n.btop-cs__meta{display:flex;flex-wrap:wrap;gap:8px}\n.btop-cs__tag{font-size:13px;background:var(--bg);border:1px solid var(--line);border-radius:999px;padding:5px 13px;color:var(--muted)}\n.btop-cs h2{font-size:clamp(22px,3.4vw,30px);line-height:1.25;margin:0 0 18px;font-weight:700;letter-spacing:-.01em}\n.btop-cs h3{font-size:clamp(17px,2.3vw,20px);margin:0 0 8px;font-weight:700;line-height:1.3}\n.btop-cs__section{margin-bottom:56px}\n.btop-cs__section:last-child{margin-bottom:0}\n.btop-cs__eyebrow{font-size:11.5px;letter-spacing:.11em;text-transform:uppercase;color:var(--c);font-weight:700;margin:0 0 10px}\n.btop-cs__cols{display:grid;grid-template-columns:repeat(auto-fit,minmax(282px,1fr));gap:20px}\n.btop-cs__card{background:var(--bg);border:1px solid var(--line);border-radius:12px;padding:24px}\n.btop-cs__card p:last-child,.btop-cs__step p:last-child{margin-bottom:0}\n.btop-cs__step{position:relative;border:1px solid var(--line);border-radius:12px;padding:26px 26px 26px 30px;margin-bottom:20px;background:#fff}\n.btop-cs__step:last-child{margin-bottom:0}\n.btop-cs__step::before{content:\"\";position:absolute;left:0;top:18px;bottom:18px;width:4px;border-radius:0 4px 4px 0;background:var(--c)}\n.btop-cs__no{display:inline-block;font-size:11.5px;font-weight:700;color:var(--c);letter-spacing:.1em;margin-bottom:6px}\n.btop-cs__nie{margin-top:16px;background:var(--bg);border-left:3px solid var(--c-dark);border-radius:0 8px 8px 0;padding:14px 18px;font-size:15px}\n.btop-cs__nie strong{display:block;font-size:11.5px;letter-spacing:.09em;text-transform:uppercase;color:var(--c-dark);margin-bottom:5px}\n.btop-cs__timeline{list-style:none;padding:0;margin:0;counter-reset:s}\n.btop-cs__timeline li{counter-increment:s;position:relative;padding:0 0 28px 54px;border-left:1px solid var(--line);margin-left:16px}\n.btop-cs__timeline li:last-child{border-left-color:transparent;padding-bottom:0}\n.btop-cs__timeline li::before{content:counter(s);position:absolute;left:-16px;top:0;width:32px;height:32px;border-radius:50%;\n  background:var(--c);color:#fff;font-size:13px;font-weight:700;display:flex;align-items:center;justify-content:center}\n.btop-cs__when{display:block;font-size:13px;color:var(--muted);margin-bottom:2px}\n.btop-cs__timeline strong{display:block;margin-bottom:4px}\n.btop-cs__chart{background:#fff;border:1px solid var(--line);border-radius:12px;padding:22px}\n.btop-cs__chart svg{width:100%;height:auto;display:block}\n.btop-cs__axis{font-size:12px;fill:#5b6b76;font-family:inherit}\n.btop-cs__legend{display:flex;gap:20px;flex-wrap:wrap;font-size:14px;color:var(--muted);margin-top:14px}\n.btop-cs__legend i{display:inline-block;width:12px;height:12px;border-radius:3px;margin-right:7px;vertical-align:-1px}\n.btop-cs table{width:100%;border-collapse:collapse;font-size:15px}\n.btop-cs th,.btop-cs td{text-align:left;padding:13px 14px;border-bottom:1px solid var(--line)}\n.btop-cs th{font-size:11.5px;letter-spacing:.07em;text-transform:uppercase;color:var(--muted);font-weight:700}\n.btop-cs td:last-child{font-weight:700;color:var(--c-dark);white-space:nowrap}\n.btop-cs__wrap{overflow-x:auto}\n.btop-cs__grid3{display:grid;grid-template-columns:repeat(auto-fit,minmax(238px,1fr));gap:20px}\n.btop-cs__shot{margin:0 0 34px}\n.btop-cs__shot:last-of-type{margin-bottom:0}\n.btop-cs__shot-img{position:relative;display:inline-block;max-width:100%;border:1px solid var(--line);border-radius:12px;overflow:hidden;background:var(--bg)}\n.btop-cs__shot img{border-radius:12px}\n.btop-cs__pin{position:absolute;transform:translate(-50%,-50%);width:28px;height:28px;border-radius:50%;background:var(--c);\n  color:#fff;font-size:13px;font-weight:700;display:flex;align-items:center;justify-content:center;\n  box-shadow:0 0 0 4px rgba(66,177,230,.3);pointer-events:none}\n.btop-cs__pins{counter-reset:p;list-style:none;padding:0;margin:14px 0 0;display:grid;gap:8px}\n.btop-cs__pins li{counter-increment:p;position:relative;padding-left:34px;font-size:15px;color:var(--muted)}\n.btop-cs__pins li::before{content:counter(p);position:absolute;left:0;top:1px;width:22px;height:22px;border-radius:50%;\n  background:var(--c);color:#fff;font-size:12px;font-weight:700;display:flex;align-items:center;justify-content:center}\n.btop-cs__shot figcaption{font-size:15px;color:var(--muted);margin-top:12px;max-width:72ch}\n.btop-cs__compare{display:grid;grid-template-columns:repeat(auto-fit,minmax(260px,1fr));gap:16px}\n.btop-cs__pane{position:relative;border:1px solid var(--line);border-radius:12px;overflow:hidden;background:var(--bg)}\n.btop-cs__badge{position:absolute;top:12px;left:12px;z-index:2;font-size:11.5px;font-weight:700;letter-spacing:.07em;\n  text-transform:uppercase;padding:5px 11px;border-radius:999px;color:#fff}\n.btop-cs__badge--przed{background:#6b7c88}\n.btop-cs__badge--po{background:var(--c)}\n.btop-cs__lb{position:fixed;inset:0;z-index:9999;background:rgba(10,22,30,.93);display:none;align-items:center;justify-content:center;padding:24px}\n.btop-cs__lb:target{display:flex}\n.btop-cs__lb-tlo{position:absolute;inset:0}\n.btop-cs__lb img{position:relative;max-width:100%;max-height:92vh;width:auto;border-radius:8px;box-shadow:0 24px 60px rgba(0,0,0,.5)}\n.btop-cs__quote{border-left:4px solid var(--c);padding:6px 0 6px 24px;margin:0;font-size:clamp(17px,2.4vw,21px);line-height:1.5}\n.btop-cs__quote cite{display:block;font-size:14px;font-style:normal;color:var(--muted);margin-top:12px}\n.btop-cs__cta{background:var(--ink);color:#fff;border-radius:14px;padding:clamp(28px,5vw,44px)}\n.btop-cs__cta h2{color:#fff;margin-bottom:12px}\n.btop-cs__cta p{color:#c3d2dc;max-width:58ch;margin:0}\n.btop-cs__btn{display:inline-block;background:var(--c);color:#fff;text-decoration:none;font-weight:700;padding:14px 28px;border-radius:8px;margin-top:20px}\n.btop-cs__btn:hover,.btop-cs__btn:focus{background:#35a0d4;color:#fff}\n.btop-cs__note{font-size:14px;color:var(--muted);border-left:3px solid var(--line);padding-left:16px;margin-top:20px}\n.btop-cs__related{display:grid;grid-template-columns:repeat(auto-fit,minmax(218px,1fr));gap:16px}\n.btop-cs__related a{display:block;border:1px solid var(--line);border-radius:10px;padding:18px;text-decoration:none;color:var(--ink);font-weight:600;line-height:1.35}\n.btop-cs__related a:hover{border-color:var(--c)}\n.btop-cs__related span{display:block;font-size:12px;color:var(--muted);font-weight:400;margin-top:8px}\n\/* tryb wierszowy: odstepy robi juz builder strony, wiec sekcja ich nie dubluje *\/\n.btop-cs--row{margin-top:0;margin-bottom:0}\n.btop-cs--row>.btop-cs__section{margin-bottom:0}\n\/* Pierwszy wiersz stoi na samej gorze strony, pod przyklejonym menu,\n   bez tego odstepu pasek KPI chowa sie za naglowkiem. *\/\n.btop-cs--start{padding-top:var(--menu)}\n@media (max-width:782px){.btop-cs{--menu:84px}}\n@media print{.btop-cs__lb{display:none!important}.btop-cs__cta{background:#fff;color:#12212b;border:1px solid #dce7ee}}\n<\/style>\n\t\t<\/div>\n\t<\/div>\n<\/div><\/div><\/div><\/div><\/div><\/div><br \/>\n<div data-row-text-color=\"dark\" style=\" \" class=\"vc_row wpb_row zolo_wpb_row vc_row-fluid btop-cs-row btop-cs-row--naglowek apress_row_class_7657634276af18b3896e22\"><div class=\"zolo-container zolo_vc_container\"><div class=\"vc_row apcore_vc_row\"><div class=\"wpb_column vc_column_container vc_col-sm-12 apress_col_id_7920974146af18b3896eb3 hover_style_none responsive_block_default\"><div class=\"layer vc_column-inner\"  ><div class=\"wpb_wrapper\">\n\t<div class=\"wpb_raw_code wpb_raw_html wpb_content_element btop-cs-raw\" >\n\t\t<div class=\"wpb_wrapper\">\n\t\t\t<div class=\"btop-cs btop-cs--row btop-cs--start\" id=\"demo-05-audyt-przed-pierwsza-zlotowka-naglowek\">\n<section class=\"btop-cs__section\">\n        <div class=\"btop-cs__kpis\"><div class=\"btop-cs__kpi\"><span>Nalezen\u00e9 chyby<\/span><strong>41<\/strong><\/div><div class=\"btop-cs__kpi\"><span>N\u00e1r\u016fst tr\u017eeb, IV meziro\u010dn\u011b<\/span><strong>+38%<\/strong><\/div><div class=\"btop-cs__kpi\"><span>Rozpo\u010det na reklamu<\/span><strong>0 PLN<\/strong><\/div><div class=\"btop-cs__kpi\"><span>Doba trv\u00e1n\u00ed auditu<\/span><strong>12 dn\u00ed<\/strong><\/div><div class=\"btop-cs__kpi\"><span>Nab\u00eddky v nespr\u00e1vn\u00e9 kategorii<\/span><strong>117<\/strong><\/div><\/div>\n        <h1>Prodej v dubnu vzrostl o 38%, <em>ne\u017e byla zah\u00e1jena prvn\u00ed kampa\u0148<\/em>.<\/h1>\n        <p class=\"btop-cs__lead\">Klient p\u0159i\u0161el s reklamn\u00edm rozpo\u010dtem a ot\u00e1zkou, jak ho utratit. Odpov\u011b\u010f zn\u011bla: prozat\u00edm v\u016fbec. V t\u00e9to situaci by ka\u017ed\u00fd utracen\u00fd zlot\u00fd znamenal ztr\u00e1tu.<\/p>\n        <div class=\"btop-cs__meta\"><span class=\"btop-cs__tag\">10.01.2026-30.04.2026<\/span><span class=\"btop-cs__tag\">Allegro<\/span><span class=\"btop-cs__tag\">Audit \u00fa\u010dtu<\/span><span class=\"btop-cs__tag\">Vzd\u011bl\u00e1vac\u00ed hra\u010dky<\/span><span class=\"btop-cs__tag\">Jednor\u00e1zov\u00e1 slu\u017eba<\/span><\/div>\n      <\/section>\n<\/div>\n\t\t<\/div>\n\t<\/div>\n<\/div><\/div><\/div><\/div><\/div><\/div><br \/>\n<div data-row-text-color=\"dark\" style=\" \" class=\"vc_row wpb_row zolo_wpb_row vc_row-fluid btop-cs-row btop-cs-row--wyzwanie apress_row_class_5818123986af18b38971b6\"><div class=\"zolo-container zolo_vc_container\"><div class=\"vc_row apcore_vc_row\"><div class=\"wpb_column vc_column_container vc_col-sm-12 apress_col_id_6944864086af18b3897243 hover_style_none responsive_block_default\"><div class=\"layer vc_column-inner\"  ><div class=\"wpb_wrapper\">\n\t<div class=\"wpb_raw_code wpb_raw_html wpb_content_element btop-cs-raw\" >\n\t\t<div class=\"wpb_wrapper\">\n\t\t\t<div class=\"btop-cs btop-cs--row\" id=\"demo-05-audyt-przed-pierwsza-zlotowka-wyzwanie\">\n<section class=\"btop-cs__section\">\n        <div class=\"btop-cs__cols\">\n          <div class=\"btop-cs__card\"><h3>V\u00fdzva<\/h3><p>Tr\u017eby se ji\u017e p\u011bt \u010dtvrtlet\u00ed nezm\u011bnily, a to i p\u0159es rostouc\u00ed trh. P\u0159edstavenstvo usoudilo, \u017ee chyb\u00ed p\u0159ehled o situaci, a schv\u00e1lilo rozpo\u010det na reklamu. \u00dakolem agentury m\u011blo b\u00fdt jeho vy\u010derp\u00e1n\u00ed.<\/p>\n      <p>Reklama na Allegro funguje jako p\u00e1ka: zved\u00e1 to, co u\u017e stoj\u00ed. Pokud m\u00e1 nab\u00eddka nespr\u00e1vnou kategorii, ne\u00fapln\u00e9 parametry a dobu odesl\u00e1n\u00ed nastavenou na p\u011bt dn\u00ed, reklama j\u00ed kupuje zobrazen\u00ed a kliknut\u00ed p\u0159ed\u00e1v\u00e1 konkurenci. Plat\u00ed se tedy za provoz, kter\u00fd p\u0159in\u00e1\u0161\u00ed konverzi n\u011bkomu jin\u00e9mu.<\/p><\/div>\n          <div class=\"btop-cs__card\"><h3>O z\u00e1kazn\u00edkovi<\/h3><p>Distributor vzd\u011bl\u00e1vac\u00edch hra\u010dek, katalog s p\u0159ibli\u017en\u011b 900 polo\u017ekami, prodej p\u0159ev\u00e1\u017en\u011b na dom\u00e1c\u00edm trhu.<\/p>\n      <p>\u00da\u010det, kter\u00fd ji\u017e \u0161est let spravuje jedna osoba, kter\u00e1 z firmy ode\u0161la, ani\u017e by p\u0159edala sv\u00e9 znalosti a dokumentaci k rozhodnut\u00edm.<\/p><\/div>\n        <\/div>\n      <\/section>\n<\/div>\n\t\t<\/div>\n\t<\/div>\n<\/div><\/div><\/div><\/div><\/div><\/div><br \/>\n<div data-row-text-color=\"dark\" style=\" \" class=\"vc_row wpb_row zolo_wpb_row vc_row-fluid btop-cs-row btop-cs-row--decyzja-1 apress_row_class_4448267796af18b3897537\"><div class=\"zolo-container zolo_vc_container\"><div class=\"vc_row apcore_vc_row\"><div class=\"wpb_column vc_column_container vc_col-sm-12 apress_col_id_4888674556af18b38975bf hover_style_none responsive_block_default\"><div class=\"layer vc_column-inner\"  ><div class=\"wpb_wrapper\">\n\t<div class=\"wpb_raw_code wpb_raw_html wpb_content_element btop-cs-raw\" >\n\t\t<div class=\"wpb_wrapper\">\n\t\t\t<div class=\"btop-cs btop-cs--row\" id=\"demo-05-audyt-przed-pierwsza-zlotowka-decyzja-1\">\n<section class=\"btop-cs__section\">\n        <p class=\"btop-cs__eyebrow\">Co jsme ud\u011blali<\/p>\n        <h2>Rozhodnut\u00ed, kter\u00e1 rozhodla o v\u00fdsledku.<\/h2>\n        <div class=\"btop-cs__step\">\n          <span class=\"btop-cs__no\">ROZHODNUT\u00cd 01<\/span>\n          <h3>Odlo\u017eili jsme schv\u00e1len\u00ed rozpo\u010dtu o jedno \u010dtvrtlet\u00ed<\/h3>\n          <p>M\u00edsto spu\u0161t\u011bn\u00ed kampan\u00ed jsme navrhli audit a t\u0159\u00edm\u011bs\u00ed\u010dn\u00ed pr\u00e1ci na \u00fa\u010dtu. Pro klienta to znamenalo p\u0159esun schv\u00e1len\u00e9ho rozpo\u010dtu a nep\u0159\u00edjemn\u00fd rozhovor s veden\u00edm.<\/p>\n      <p>Argument, kter\u00fd n\u00e1s p\u0159esv\u011bd\u010dil: spo\u010d\u00edtali jsme, kolik by st\u00e1la kampa\u0148 zam\u011b\u0159en\u00e1 na nab\u00eddky s dobou dod\u00e1n\u00ed p\u011bt dn\u00ed a bez \u00fapln\u00fdch parametr\u016f. P\u0159i tehdej\u0161\u00ed konverzi by tato kampa\u0148 p\u0159inesla n\u00e1vratnost p\u0159ibli\u017en\u011b 1,40 PLN z ka\u017ed\u00e9ho vynalo\u017een\u00e9ho zlot\u00e9ho, zat\u00edmco prahov\u00e1 hodnota rentability v t\u00e9to kategorii se pohybuje kolem 3,50 PLN.<\/p>\n          <div class=\"btop-cs__nie\"><strong>Co jsme neud\u011blali<\/strong>Tuto zak\u00e1zku na veden\u00ed kampan\u011b jsme nep\u0159ijali, a\u010dkoli byla rozs\u00e1hlej\u0161\u00ed a l\u00e9pe placen\u00e1 ne\u017e audit. Reklama na neuspo\u0159\u00e1dan\u00e9m \u00fa\u010dtu p\u0159in\u00e1\u0161\u00ed v\u00fdsledek, kter\u00fd ve zpr\u00e1v\u011b vypad\u00e1 jako \u00fasp\u011bch, ale v \u00fa\u010detnictv\u00ed jako ztr\u00e1ta.<\/div>\n        <\/div>\n      <\/section>\n<\/div>\n\t\t<\/div>\n\t<\/div>\n<\/div><\/div><\/div><\/div><\/div><\/div><br \/>\n<div data-row-text-color=\"dark\" style=\" \" class=\"vc_row wpb_row zolo_wpb_row vc_row-fluid btop-cs-row btop-cs-row--decyzja-2 apress_row_class_13050726286af18b3897894\"><div class=\"zolo-container zolo_vc_container\"><div class=\"vc_row apcore_vc_row\"><div class=\"wpb_column vc_column_container vc_col-sm-12 apress_col_id_15475038556af18b3897922 hover_style_none responsive_block_default\"><div class=\"layer vc_column-inner\"  ><div class=\"wpb_wrapper\">\n\t<div class=\"wpb_raw_code wpb_raw_html wpb_content_element btop-cs-raw\" >\n\t\t<div class=\"wpb_wrapper\">\n\t\t\t<div class=\"btop-cs btop-cs--row\" id=\"demo-05-audyt-przed-pierwsza-zlotowka-decyzja-2\">\n<section class=\"btop-cs__section\">\n        \n        <div class=\"btop-cs__step\">\n          <span class=\"btop-cs__no\">ROZHODNUT\u00cd 02<\/span>\n          <h3>Za\u010dali jsme s v\u011bcmi, kter\u00e9 nikdo nepo\u010d\u00edt\u00e1<\/h3>\n          <p>Audit odhalil 41 probl\u00e9m\u016f. Nejn\u00e1kladn\u011bj\u0161\u00ed z nich nebyly ty zjevn\u00e9. 117 nab\u00eddek bylo za\u0159azeno do nespr\u00e1vn\u00e9 hlavn\u00ed kategorie, a proto se nezobrazovaly ve filtrech, kter\u00e9 v\u011bt\u0161ina kupuj\u00edc\u00edch v tomto odv\u011btv\u00ed pou\u017e\u00edv\u00e1.<\/p>\n      <p>Druh\u00fd v po\u0159ad\u00ed: doba odesl\u00e1n\u00ed byla glob\u00e1ln\u011b nastavena na p\u011bt pracovn\u00edch dn\u016f, a\u010dkoli sklad ve skute\u010dnosti z\u00e1silky odes\u00edlal za jeden den. N\u011bkdo nastavil tuto rezervu p\u0159ed \u0161esti lety a nikdo to neprov\u011b\u0159il.<\/p>\n          \n        <\/div>\n      <\/section>\n<\/div>\n\t\t<\/div>\n\t<\/div>\n<\/div><\/div><\/div><\/div><\/div><\/div><br \/>\n<div data-row-text-color=\"dark\" style=\" \" class=\"vc_row wpb_row zolo_wpb_row vc_row-fluid btop-cs-row btop-cs-row--decyzja-3 apress_row_class_15244011466af18b3897c16\"><div class=\"zolo-container zolo_vc_container\"><div class=\"vc_row apcore_vc_row\"><div class=\"wpb_column vc_column_container vc_col-sm-12 apress_col_id_6311085676af18b3897c9c hover_style_none responsive_block_default\"><div class=\"layer vc_column-inner\"  ><div class=\"wpb_wrapper\">\n\t<div class=\"wpb_raw_code wpb_raw_html wpb_content_element btop-cs-raw\" >\n\t\t<div class=\"wpb_wrapper\">\n\t\t\t<div class=\"btop-cs btop-cs--row\" id=\"demo-05-audyt-przed-pierwsza-zlotowka-decyzja-3\">\n<section class=\"btop-cs__section\">\n        \n        <div class=\"btop-cs__step\">\n          <span class=\"btop-cs__no\">ROZHODNUT\u00cd 03<\/span>\n          <h3>Opravovali jsme je podle po\u0159ad\u00ed, v jak\u00e9m se objevily, nikoli podle toho, jak snadn\u00e9 to bylo<\/h3>\n          <p>Seznam 41 polo\u017eek byl se\u0159azen podle odhadovan\u00e9ho dopadu na tr\u017eby, nikoli podle doby opravy. Prvn\u00ed t\u0159i polo\u017eky zabraly celkem dev\u011bt dn\u00ed a byly zodpov\u011bdn\u00e9 za v\u011bt\u0161inu n\u00e1sledn\u00e9ho n\u00e1r\u016fstu.<\/p>\n      <p>Zb\u00fdvaj\u00edc\u00edch 38 polo\u017eek jsme rozd\u011blili na jednotliv\u00e9 \u010dtvrtlet\u00ed. \u010c\u00e1st z nich si z\u00e1kazn\u00edk opravil s\u00e1m; obdr\u017eel seznam s popisem, co a pro\u010d.<\/p>\n          <div class=\"btop-cs__nie\"><strong>Co jsme neud\u011blali<\/strong>U nab\u00eddek, kter\u00e9 m\u011bly nejdel\u0161\u00ed prodejn\u00ed historii a dobr\u00e9 um\u00edst\u011bn\u00ed, jsme obsah nem\u011bnili. \u00daprava takov\u00e9 nab\u00eddky m\u016f\u017ee znamenat reset jej\u00edho um\u00edst\u011bn\u00ed ve v\u00fdsledc\u00edch; u nab\u00eddek se \u0161estiletou histori\u00ed bylo riziko v\u011bt\u0161\u00ed ne\u017e zisk z vylep\u0161en\u00e9ho popisu.<\/div>\n        <\/div>\n      <\/section>\n<\/div>\n\t\t<\/div>\n\t<\/div>\n<\/div><\/div><\/div><\/div><\/div><\/div><br \/>\n<div data-row-text-color=\"dark\" style=\" \" class=\"vc_row wpb_row zolo_wpb_row vc_row-fluid btop-cs-row btop-cs-row--etapy apress_row_class_6694177176af18b3897ffd\"><div class=\"zolo-container zolo_vc_container\"><div class=\"vc_row apcore_vc_row\"><div class=\"wpb_column vc_column_container vc_col-sm-12 apress_col_id_5081458286af18b3898086 hover_style_none responsive_block_default\"><div class=\"layer vc_column-inner\"  ><div class=\"wpb_wrapper\">\n\t<div class=\"wpb_raw_code wpb_raw_html wpb_content_element btop-cs-raw\" >\n\t\t<div class=\"wpb_wrapper\">\n\t\t\t<div class=\"btop-cs btop-cs--row\" id=\"demo-05-audyt-przed-pierwsza-zlotowka-etapy\">\n<section class=\"btop-cs__section\">\n        <p class=\"btop-cs__eyebrow\">Pr\u016fb\u011bh<\/p>\n        <h2>Kl\u00ed\u010dov\u00e9 etapy.<\/h2>\n        <ol class=\"btop-cs__timeline\">\n          <li>\n            <span class=\"btop-cs__when\">Leden 2026<\/span>\n            <strong>Audit \u00fa\u010dtu<\/strong>\n            Dvan\u00e1ct dn\u00ed anal\u00fdzy: kategorie, parametry, ceny, logistika, ukazatele kvality, historie nab\u00eddek.\n          <\/li>\n          <li>\n            <span class=\"btop-cs__when\">Konec ledna 2026<\/span>\n            <strong>Rozhovor o p\u0159esunu prost\u0159edk\u016f v rozpo\u010dtu<\/strong>\n            Prezentace kalkulace pro p\u0159edstavenstvo. Rozhodnut\u00ed o pozastaven\u00ed kampan\u011b na jedno \u010dtvrtlet\u00ed.\n          <\/li>\n          <li>\n            <span class=\"btop-cs__when\">\u00danor 2026<\/span>\n            <strong>T\u0159i nejv\u011bt\u0161\u00ed polo\u017eky<\/strong>\n            Hlavn\u00ed kategorie, doba odesl\u00e1n\u00ed, dopln\u011bn\u00ed parametr\u016f v nejslibn\u011bj\u0161\u00edch kategori\u00edch.\n          <\/li>\n          <li>\n            <span class=\"btop-cs__when\">B\u0159ezen 2026<\/span>\n            <strong>Zb\u00fdvaj\u00edc\u00ed seznam<\/strong>\n            Fotografie, popisy, varianty, sady. \u010c\u00e1st prac\u00ed byla p\u0159ed\u00e1na t\u00fdmu klienta spolu s n\u00e1vodem.\n          <\/li>\n          <li>\n            <span class=\"btop-cs__when\">Duben 2026<\/span>\n            <strong>M\u011b\u0159en\u00ed a zah\u00e1jen\u00ed kampan\u011b<\/strong>\n            Porovn\u00e1n\u00ed v\u00fdsledk\u016f meziro\u010dn\u011b p\u0159i nulov\u00e9m rozpo\u010dtu na reklamu. Teprve pot\u00e9 spu\u0161t\u011bn\u00ed reklam.\n          <\/li>\n        <\/ol>\n      <\/section>\n<\/div>\n\t\t<\/div>\n\t<\/div>\n<\/div><\/div><\/div><\/div><\/div><\/div><br \/>\n<div data-row-text-color=\"dark\" style=\" \" class=\"vc_row wpb_row zolo_wpb_row vc_row-fluid btop-cs-row btop-cs-row--wykres apress_row_class_1166833696af18b38983ef\"><div class=\"zolo-container zolo_vc_container\"><div class=\"vc_row apcore_vc_row\"><div class=\"wpb_column vc_column_container vc_col-sm-12 apress_col_id_17784209756af18b389847c hover_style_none responsive_block_default\"><div class=\"layer vc_column-inner\"  ><div class=\"wpb_wrapper\">\n\t<div class=\"wpb_raw_code wpb_raw_html wpb_content_element btop-cs-raw\" >\n\t\t<div class=\"wpb_wrapper\">\n\t\t\t<div class=\"btop-cs btop-cs--row\" id=\"demo-05-audyt-przed-pierwsza-zlotowka-wykres\">\n<section class=\"btop-cs__section\">\n        <p class=\"btop-cs__eyebrow\">V\u00fdsledky<\/p>\n        <h2>M\u011bs\u00ed\u010dn\u00ed tr\u017eby p\u0159i nulov\u00e9m rozpo\u010dtu na reklamu.<\/h2>\n      <div class=\"btop-cs__chart\">\n        <svg viewbox=\"0 0 760 334\" role=\"img\" aria-label=\"Sloupcov\u00fd graf: M\u011bs\u00ed\u010dn\u00ed tr\u017eby p\u0159i nulov\u00e9m rozpo\u010dtu na reklamu, obrat v tis. PLN \u00b7 meziro\u010dn\u00ed srovn\u00e1n\u00ed. \u0158ady: 2025, 2026.\">\n          <g stroke=\"#dce7ee\" stroke-width=\"1\"><line x1=\"64\" y1=\"262.0\" x2=\"744\" y2=\"262.0\"\/><line x1=\"64\" y1=\"201.5\" x2=\"744\" y2=\"201.5\"\/><line x1=\"64\" y1=\"141.0\" x2=\"744\" y2=\"141.0\"\/><line x1=\"64\" y1=\"80.5\" x2=\"744\" y2=\"80.5\"\/><line x1=\"64\" y1=\"20.0\" x2=\"744\" y2=\"20.0\"\/><\/g>\n          <g class=\"btop-cs__axis\" text-anchor=\"end\"><text x=\"54\" y=\"266.0\">0<\/text><text x=\"54\" y=\"205.5\">100<\/text><text x=\"54\" y=\"145.0\">200<\/text><text x=\"54\" y=\"84.5\">300<\/text><text x=\"54\" y=\"24.0\">400<\/text><\/g>\n          <g fill=\"#42b1e6\"><rect x=\"120.0\" y=\"130.1\" width=\"28.0\" height=\"131.9\" rx=\"3\"\/><rect x=\"290.0\" y=\"138.6\" width=\"28.0\" height=\"123.4\" rx=\"3\"\/><rect x=\"460.0\" y=\"116.2\" width=\"28.0\" height=\"145.8\" rx=\"3\"\/><rect x=\"630.0\" y=\"119.2\" width=\"28.0\" height=\"142.8\" rx=\"3\"\/><\/g>\n        <g fill=\"#1c6d95\"><rect x=\"150.0\" y=\"128.3\" width=\"28.0\" height=\"133.7\" rx=\"3\"\/><rect x=\"320.0\" y=\"115.0\" width=\"28.0\" height=\"147.0\" rx=\"3\"\/><rect x=\"490.0\" y=\"69.6\" width=\"28.0\" height=\"192.4\" rx=\"3\"\/><rect x=\"660.0\" y=\"64.8\" width=\"28.0\" height=\"197.2\" rx=\"3\"\/><\/g>\n          <g class=\"btop-cs__axis\" text-anchor=\"middle\"><text x=\"149.0\" y=\"284\">Leden<\/text><text x=\"319.0\" y=\"284\">\u00danor<\/text><text x=\"489.0\" y=\"284\">b\u0159ezen<\/text><text x=\"659.0\" y=\"284\">duben<\/text><\/g>\n          <text class=\"btop-cs__axis\" x=\"64\" y=\"328\">obrat v tis. PLN \u00b7 meziro\u010dn\u00ed srovn\u00e1n\u00ed<\/text>\n        <\/svg>\n        <div class=\"btop-cs__legend\"><span><i style=\"background:#42b1e6\"><\/i>2025<\/span><span><i style=\"background:#1c6d95\"><\/i>2026<\/span><\/div>\n      <\/div>\n        <p class=\"btop-cs__note\">V obou letech \u010dinil rozpo\u010det na reklamu nula. Leden 2026 byl je\u0161t\u011b obdob\u00edm auditu, prvn\u00ed opravy za\u010daly v \u00fanoru.<\/p>\n      <\/section>\n<\/div>\n\t\t<\/div>\n\t<\/div>\n<\/div><\/div><\/div><\/div><\/div><\/div><br \/>\n<div data-row-text-color=\"dark\" style=\" \" class=\"vc_row wpb_row zolo_wpb_row vc_row-fluid btop-cs-row btop-cs-row--tabela apress_row_class_2965608416af18b3898830\"><div class=\"zolo-container zolo_vc_container\"><div class=\"vc_row apcore_vc_row\"><div class=\"wpb_column vc_column_container vc_col-sm-12 apress_col_id_4889457656af18b38988c8 hover_style_none responsive_block_default\"><div class=\"layer vc_column-inner\"  ><div class=\"wpb_wrapper\">\n\t<div class=\"wpb_raw_code wpb_raw_html wpb_content_element btop-cs-raw\" >\n\t\t<div class=\"wpb_wrapper\">\n\t\t\t<div class=\"btop-cs btop-cs--row\" id=\"demo-05-audyt-przed-pierwsza-zlotowka-tabela\">\n<section class=\"btop-cs__section\">\n        <h2>Co odhalil audit.<\/h2>\n        <div class=\"btop-cs__wrap\">\n          <table>\n            <thead><tr><th>\u00dadaje o autorovi<\/th><th>Leden 2026<\/th><th>Duben 2026<\/th><th>Zm\u011bna<\/th><\/tr><\/thead>\n            <tbody><tr><td>Nab\u00eddky v nespr\u00e1vn\u00e9 hlavn\u00ed kategorii<\/td><td>117<\/td><td>0<\/td><td>\u2212117<\/td><\/tr><tr><td>Uveden\u00e1 doba odesl\u00e1n\u00ed<\/td><td>5 dn\u00ed<\/td><td>1. den<\/td><td>\u22124 dny<\/td><\/tr><tr><td>Nab\u00eddky s \u00fapln\u00fdm souborem parametr\u016f<\/td><td>34%<\/td><td>91%<\/td><td>+57 procentn\u00edch bod\u016f.<\/td><\/tr><tr><td>Konverze na \u00fa\u010dtu<\/td><td>2,1%<\/td><td>2,9%<\/td><td>+0,8 procentn\u00edho bodu.<\/td><\/tr><tr><td>V\u00fddaje na reklamu<\/td><td>0 PLN<\/td><td>0 PLN<\/td><td>,<\/td><\/tr><\/tbody>\n          <\/table>\n        <\/div>\n      <\/section>\n<\/div>\n\t\t<\/div>\n\t<\/div>\n<\/div><\/div><\/div><\/div><\/div><\/div><br \/>\n<div data-row-text-color=\"dark\" style=\" \" class=\"vc_row wpb_row zolo_wpb_row vc_row-fluid btop-cs-row btop-cs-row--podsumowanie apress_row_class_8733290436af18b3898c48\"><div class=\"zolo-container zolo_vc_container\"><div class=\"vc_row apcore_vc_row\"><div class=\"wpb_column vc_column_container vc_col-sm-12 apress_col_id_9206268486af18b3898cdb hover_style_none responsive_block_default\"><div class=\"layer vc_column-inner\"  ><div class=\"wpb_wrapper\">\n\t<div class=\"wpb_raw_code wpb_raw_html wpb_content_element btop-cs-raw\" >\n\t\t<div class=\"wpb_wrapper\">\n\t\t\t<div class=\"btop-cs btop-cs--row\" id=\"demo-05-audyt-przed-pierwsza-zlotowka-podsumowanie\">\n<section class=\"btop-cs__section\">\n        <h2>Jak jsme to ud\u011blali.<\/h2>\n        <p>Z\u00e1kazn\u00edk p\u0159i\u0161el pro p\u00e1ku, ale nem\u011bl pod n\u00ed oporu. Audit odhalil 41 v\u011bc\u00ed k oprav\u011b, z nich\u017e prvn\u00ed t\u0159i m\u011bly nejv\u011bt\u0161\u00ed dopad a jejich oprava trvala dev\u011bt dn\u00ed. Nejn\u00e1kladn\u011bj\u0161\u00ed chyba, 117 nab\u00eddek v nespr\u00e1vn\u00e9 kategorii, nevy\u017eadovala \u017e\u00e1dnou investici, pouze kontrolu \u00fa\u010dtu n\u011bk\u00fdm zven\u010d\u00ed. Kampan\u011b byly spu\u0161t\u011bny o \u010dtvrtlet\u00ed pozd\u011bji, na \u00fa\u010dtu, kter\u00fd ji\u017e byl schopen je zvl\u00e1dnout.<\/p>\n      <\/section>\n<\/div>\n\t\t<\/div>\n\t<\/div>\n<\/div><\/div><\/div><\/div><\/div><\/div><br \/>\n<div data-row-text-color=\"dark\" style=\" \" class=\"vc_row wpb_row zolo_wpb_row vc_row-fluid btop-cs-row btop-cs-row--powtarzalnosc apress_row_class_6520988346af18b389901e\"><div class=\"zolo-container zolo_vc_container\"><div class=\"vc_row apcore_vc_row\"><div class=\"wpb_column vc_column_container vc_col-sm-12 apress_col_id_15950967086af18b38990ae hover_style_none responsive_block_default\"><div class=\"layer vc_column-inner\"  ><div class=\"wpb_wrapper\">\n\t<div class=\"wpb_raw_code wpb_raw_html wpb_content_element btop-cs-raw\" >\n\t\t<div class=\"wpb_wrapper\">\n\t\t\t<div class=\"btop-cs btop-cs--row\" id=\"demo-05-audyt-przed-pierwsza-zlotowka-powtarzalnosc\">\n<section class=\"btop-cs__section\">\n        <p class=\"btop-cs__eyebrow\">Opakovatelnost<\/p>\n        <h2>Pro\u010d si mysl\u00edme, \u017ee to nebyla n\u00e1hoda.<\/h2>\n        <div class=\"btop-cs__grid3\"><div class=\"btop-cs__card\"><h3>Diagnostika p\u0159ed investic\u00ed<\/h3><p>Reklama zviditel\u0148uje to, co u\u017e existuje. \u00da\u010det s chybami v kategori\u00edch a logistice nakupuje n\u00e1v\u0161t\u011bvnost, kter\u00e1 se prom\u011b\u0148uje v konverze u konkurence.<\/p><\/div><div class=\"btop-cs__card\"><h3>Se\u0159azeno podle dopadu, nikoli podle snadnosti<\/h3><p>Seznam chyb se\u0159azen\u00fd podle odhadovan\u00e9ho dopadu obvykle ukazuje, \u017ee prvn\u00edch n\u011bkolik polo\u017eek m\u00e1 na v\u00fdsledek nejv\u011bt\u0161\u00ed vliv. Zbytek m\u016f\u017ee po\u010dkat, nebo se dostat k z\u00e1kazn\u00edkovi.<\/p><\/div><div class=\"btop-cs__card\"><h3>Nastaven\u00ed, kter\u00e1 nikdo nekontroluje<\/h3><p>Rezerva na dobu odesl\u00e1n\u00ed, kategorie z minul\u00fdch let, parametr nastaven\u00fd p\u0159i zalo\u017een\u00ed \u00fa\u010dtu. Jedn\u00e1 se o nejlevn\u011bj\u0161\u00ed a nejm\u00e9n\u011b kontrolovan\u00e9 polo\u017eky na ka\u017ed\u00e9m star\u00e9m \u00fa\u010dtu.<\/p><\/div><\/div>\n        <p class=\"btop-cs__note\"><strong>Co tento p\u0159\u00edpad nedokazuje:<\/strong> Netvrd\u00edme, \u017ee reklama je zbyte\u010dn\u00e1. Tvrd\u00edme, \u017ee na neuspo\u0159\u00e1dan\u00e9m \u00fa\u010dtu je p\u0159ed\u010dasn\u00e1. Po \u010dtvrtlet\u00ed \u00faklidu spustil tent\u00fd\u017e klient kampan\u011b a pr\u00e1v\u011b ony jsou p\u0159\u00ed\u010dinou r\u016fstu ve druh\u00e9 polovin\u011b roku.<\/p>\n      <\/section>\n<\/div>\n\t\t<\/div>\n\t<\/div>\n<\/div><\/div><\/div><\/div><\/div><\/div><br \/>\n<div data-row-text-color=\"dark\" style=\" \" class=\"vc_row wpb_row zolo_wpb_row vc_row-fluid btop-cs-row btop-cs-row--cta apress_row_class_10839041166af18b3899444\"><div class=\"zolo-container zolo_vc_container\"><div class=\"vc_row apcore_vc_row\"><div class=\"wpb_column vc_column_container vc_col-sm-12 apress_col_id_14329784416af18b38994d4 hover_style_none responsive_block_default\"><div class=\"layer vc_column-inner\"  ><div class=\"wpb_wrapper\">\n\t<div class=\"wpb_raw_code wpb_raw_html wpb_content_element btop-cs-raw\" >\n\t\t<div class=\"wpb_wrapper\">\n\t\t\t<div class=\"btop-cs btop-cs--row\" id=\"demo-05-audyt-przed-pierwsza-zlotowka-cta\">\n<section class=\"btop-cs__section\">\n        <div class=\"btop-cs__cta\">\n          <h2>V\u00ed\u0161, co na tv\u00e9m \u00fa\u010dtu ru\u0161\u00ed \u00fa\u010dinek reklamy?<\/h2>\n          <p>Prov\u011b\u0159\u00edme kategorie, parametry, ceny, logistiku a ukazatele kvality. Obdr\u017e\u00edte seznam probl\u00e9m\u016f se\u0159azen\u00fdch podle dopadu na prodej, v\u010detn\u011b informac\u00ed o tom, co m\u016f\u017eete napravit sami.<\/p>\n          <a class=\"btop-cs__btn\" href=\"https:\/\/btop.pl\/cs\/audit-uctu\/\">Objednejte si audit \u00fa\u010dtu<\/a>\n        <\/div>\n      <\/section>\n<\/div>\n\t\t<\/div>\n\t<\/div>\n<\/div><\/div><\/div><\/div><\/div><\/div><br \/>\n<div data-row-text-color=\"dark\" style=\" \" class=\"vc_row wpb_row zolo_wpb_row vc_row-fluid btop-cs-row btop-cs-row--powiazane apress_row_class_17512369526af18b3899811\"><div class=\"zolo-container zolo_vc_container\"><div class=\"vc_row apcore_vc_row\"><div class=\"wpb_column vc_column_container vc_col-sm-12 apress_col_id_7019264336af18b389989c hover_style_none responsive_block_default\"><div class=\"layer vc_column-inner\"  ><div class=\"wpb_wrapper\">\n\t<div class=\"wpb_raw_code wpb_raw_html wpb_content_element btop-cs-raw\" >\n\t\t<div class=\"wpb_wrapper\">\n\t\t\t<div class=\"btop-cs btop-cs--row\" id=\"demo-05-audyt-przed-pierwsza-zlotowka-powiazane\">\n<section class=\"btop-cs__section\">\n        <h2>Pod\u00edvejte se na dal\u0161\u00ed p\u0159\u00edpadov\u00e9 studie<\/h2>\n        <div class=\"btop-cs__related\"><a href=\"https:\/\/btop.pl\/cs\/audit-uctu\/\">Audit \u00fa\u010dt\u016f na tr\u017ei\u0161t\u00edch<span>Co ov\u011b\u0159ujeme a co dostanete<\/span><\/a><a href=\"https:\/\/btop.pl\/cs\/allegro\/\">Prodej na Allegro<span>Spr\u00e1va \u00fa\u010dtu a kampan\u011b<\/span><\/a><a href=\"https:\/\/btop.pl\/cs\/zverejnovani-nabidek-na-platformach\/\">Zve\u0159ej\u0148ov\u00e1n\u00ed nab\u00eddek<span>Kategorie, parametry, varianty<\/span><\/a><\/div>\n      <\/section>\n<\/div>\n\t\t<\/div>\n\t<\/div>\n<\/div><\/div><\/div><\/div><\/div><\/div>\n<\/div>","protected":false},"excerpt":{"rendered":"<p>Klient p\u0159i\u0161el kv\u016fli rozpo\u010dtu na reklamu. Na \u00fa\u010dtu jsme na\u0161li 41 chyb a nejprve jsme je opravili. Tr\u017eby vzrostly o 38% je\u0161t\u011b p\u0159ed spu\u0161t\u011bn\u00edm prvn\u00ed kampan\u011b.<\/p>","protected":false},"author":2,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[100],"tags":[],"class_list":["post-1793020106","post","type-post","status-publish","format-standard","hentry","category-case-studies"],"_links":{"self":[{"href":"https:\/\/btop.pl\/cs\/wp-json\/wp\/v2\/posts\/1793020106","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/btop.pl\/cs\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/btop.pl\/cs\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/btop.pl\/cs\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/btop.pl\/cs\/wp-json\/wp\/v2\/comments?post=1793020106"}],"version-history":[{"count":2,"href":"https:\/\/btop.pl\/cs\/wp-json\/wp\/v2\/posts\/1793020106\/revisions"}],"predecessor-version":[{"id":1793020163,"href":"https:\/\/btop.pl\/cs\/wp-json\/wp\/v2\/posts\/1793020106\/revisions\/1793020163"}],"wp:attachment":[{"href":"https:\/\/btop.pl\/cs\/wp-json\/wp\/v2\/media?parent=1793020106"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/btop.pl\/cs\/wp-json\/wp\/v2\/categories?post=1793020106"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/btop.pl\/cs\/wp-json\/wp\/v2\/tags?post=1793020106"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}