{"id":4755,"date":"2026-06-17T13:46:23","date_gmt":"2026-06-17T11:46:23","guid":{"rendered":"https:\/\/btop.pl\/?p=4755"},"modified":"2026-09-04T12:04:58","modified_gmt":"2026-09-04T10:04:58","slug":"proc-reklama-nezlepsi-slabou-nabidku","status":"publish","type":"post","link":"https:\/\/btop.pl\/cs\/proc-reklama-nezlepsi-slabou-nabidku\/","title":{"rendered":"Pro\u010d reklama nedok\u00e1\u017ee napravit slabou nab\u00eddku?"},"content":{"rendered":"<p class=\"s4\">Mnoho prodejc\u016f na tr\u017ei\u0161t\u00edch hled\u00e1 po poklesu tr\u017eeb \u0159e\u0161en\u00ed v reklam\u011b. Spou\u0161t\u011bj\u00ed kampan\u011b Allegro Ads, Amazon Ads, eMAG Ads nebo investuj\u00ed do propagace produkt\u016f na soci\u00e1ln\u00edch s\u00edt\u00edch a doufaj\u00ed v rychl\u00fd n\u00e1r\u016fst v\u00fdsledk\u016f.<\/p>\n<p class=\"s4\">Bohu\u017eel se velmi \u010dasto ukazuje, \u017ee nav\u00fd\u0161en\u00ed rozpo\u010dtu na reklamu nep\u0159in\u00e1\u0161\u00ed o\u010dek\u00e1van\u00e9 v\u00fdsledky. D\u016fvod je jednoduch\u00fd \u2013 reklama sice m\u016f\u017ee zv\u00fd\u0161it viditelnost nab\u00eddky, ale nevy\u0159e\u0161\u00ed jej\u00ed z\u00e1kladn\u00ed probl\u00e9my.<\/p>\n<p>&nbsp;<\/p>\n<p class=\"s3\"><strong><span class=\"s2\">Reklama p\u0159itahuje n\u00e1v\u0161t\u011bvn\u00edky, ale nezaru\u010duje prodej<\/span><\/strong><\/p>\n<p class=\"s4\">\u00dakolem reklamy je p\u0159iv\u00e9st potenci\u00e1ln\u00edho z\u00e1kazn\u00edka k nab\u00eddce. To je v\u0161ak teprve prvn\u00ed f\u00e1ze n\u00e1kupn\u00edho procesu.<\/p>\n<p class=\"s4\">Pokud z\u00e1kazn\u00edk po otev\u0159en\u00ed str\u00e1nky produktu uvid\u00ed neatraktivn\u00ed fotografie, ne\u00fapln\u00fd popis, chyb\u011bj\u00edc\u00ed d\u016fle\u017eit\u00e9 parametry nebo cenu vy\u0161\u0161\u00ed ne\u017e u konkurence, s nejv\u011bt\u0161\u00ed pravd\u011bpodobnost\u00ed str\u00e1nku opust\u00ed, ani\u017e by n\u011bco koupil.<\/p>\n<p class=\"s4\">V takov\u00e9 situaci reklama funguje spr\u00e1vn\u011b \u2013 p\u0159iv\u00e1d\u00ed n\u00e1v\u0161t\u011bvn\u00edky. Probl\u00e9m je jinde.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-medium wp-image-4757\" src=\"https:\/\/btop.pl\/wp-content\/uploads\/zdj-1-6.png\" alt=\"\" width=\"2098\" height=\"1024\" srcset=\"https:\/\/btop.pl\/wp-content\/uploads\/zdj-1-6.png 2098w, https:\/\/btop.pl\/wp-content\/uploads\/zdj-1-6-768x375.png 768w, https:\/\/btop.pl\/wp-content\/uploads\/zdj-1-6-1536x750.png 1536w, https:\/\/btop.pl\/wp-content\/uploads\/zdj-1-6-2048x1000.png 2048w, https:\/\/btop.pl\/wp-content\/uploads\/zdj-1-6-18x9.png 18w\" sizes=\"auto, (max-width: 2098px) 100vw, 2098px\" \/><\/p>\n<p>&nbsp;<\/p>\n<p class=\"s3\"><strong><span class=\"s2\">Nej\u010dast\u011bj\u0161\u00ed chyby, kter\u00e9 sni\u017euj\u00ed \u00fa\u010dinnost reklam<\/span><\/strong><\/p>\n<ul>\n<li class=\"s3\"><strong><span class=\"s2\">Nekvalitn\u00ed fotografie produktu<\/span><\/strong><\/li>\n<\/ul>\n<p class=\"s4\">Hlavn\u00ed fotografie je \u010dasto prvn\u00edm prvkem, kter\u00fd rozhoduje o tom, zda u\u017eivatel klikne. Neostr\u00e9 fotografie, absence dopl\u0148kov\u00fdch fotografi\u00ed nebo grafiky, kter\u00e9 nezobrazuj\u00ed nejd\u016fle\u017eit\u011bj\u0161\u00ed vlastnosti produktu, v\u00fdrazn\u011b sni\u017euj\u00ed \u00fa\u010dinnost kampan\u011b.<\/p>\n<ul>\n<li class=\"s3\"><strong><span class=\"s2\">Ne\u010diteln\u00fd n\u00e1zev<\/span><\/strong><\/li>\n<\/ul>\n<p class=\"s4\">N\u00e1zev by m\u011bl obsahovat nejd\u016fle\u017eit\u011bj\u0161\u00ed kl\u00ed\u010dov\u00e1 slova a jasn\u011b sd\u011blovat, \u010deho se nab\u00eddka t\u00fdk\u00e1. P\u0159\u00edli\u0161 obecn\u00e9 n\u00e1zvy zt\u011b\u017euj\u00ed jak optimalizaci pro vyhled\u00e1va\u010de, tak konverzi.<\/p>\n<ul>\n<li class=\"s3\"><strong><span class=\"s2\">Chyb\u00ed rozli\u0161ovac\u00ed znaky<\/span><\/strong><\/li>\n<\/ul>\n<p class=\"s4\">Z\u00e1kazn\u00edk mus\u00ed v\u011bd\u011bt, pro\u010d by si m\u011bl vybrat pr\u00e1v\u011b va\u0161i nab\u00eddku. Pokud se str\u00e1nka produktu vypad\u00e1 \u00fapln\u011b stejn\u011b jako des\u00edtky jin\u00fdch nab\u00eddek konkurence, reklama nebude dostate\u010dn\u00fdm argumentem pro n\u00e1kup.<\/p>\n<ul>\n<li class=\"s3\"><strong><span class=\"s2\">Nekonkuren\u010dn\u00ed cena<\/span><\/strong><\/li>\n<\/ul>\n<p class=\"s4\">Ani ta nejl\u00e9pe p\u0159ipraven\u00e1 kampa\u0148 nezm\u011bn\u00ed skute\u010dnost, \u017ee z\u00e1kazn\u00edk \u010dasto porovn\u00e1v\u00e1 ceny n\u011bkolika prodejc\u016f najednou. Je vhodn\u00e9 pravideln\u011b sledovat trh a analyzovat svou cenovou pozici.<\/p>\n<ul>\n<li class=\"s3\"><strong><span class=\"s2\">Mal\u00fd po\u010det recenz\u00ed<\/span><\/strong><\/li>\n<\/ul>\n<p class=\"s4\">Recenze se staly jedn\u00edm z nejd\u016fle\u017eit\u011bj\u0161\u00edch faktor\u016f ovliv\u0148uj\u00edc\u00edch n\u00e1kupn\u00ed rozhodnut\u00ed. Z\u00e1kazn\u00edk si mnohem rad\u011bji vybere nab\u00eddku, kter\u00e1 m\u00e1 n\u011bkolik des\u00edtek \u010di n\u011bkolik set kladn\u00fdch hodnocen\u00ed.<\/p>\n<ul>\n<li class=\"s3\"><strong><span class=\"s2\">Reklama funguje nejl\u00e9pe u hotov\u00e9 nab\u00eddky<\/span><\/strong><\/li>\n<\/ul>\n<p class=\"s4\">Nejlep\u0161\u00edch v\u00fdsledk\u016f dosahuj\u00ed prodejci, kte\u0159\u00ed vn\u00edmaj\u00ed reklamu jako n\u00e1stroj k roz\u0161i\u0159ov\u00e1n\u00ed prodeje, a nikoli jako zp\u016fsob, jak vy\u0159e\u0161it probl\u00e9my s nab\u00eddkou.<\/p>\n<p>&nbsp;<\/p>\n<p class=\"s4\"><strong>P\u0159ed nav\u00fd\u0161en\u00edm rozpo\u010dtu je vhodn\u00e9 zv\u00e1\u017eit:<\/strong><\/p>\n<div class=\"s6\"><span class=\"s5\">\u2022 <\/span>kvalita fotografi\u00ed,<\/div>\n<div class=\"s6\"><span class=\"s5\">\u2022 <\/span>n\u00e1zvy produkt\u016f,<\/div>\n<div class=\"s6\"><span class=\"s5\">\u2022 <\/span>popisy a parametry,<\/div>\n<div class=\"s6\"><span class=\"s5\">\u2022 <\/span>cenov\u00e1 \u00farove\u0148,<\/div>\n<div class=\"s6\"><span class=\"s5\">\u2022 <\/span>dostupnost produkt\u016f,<\/div>\n<div class=\"s6\"><span class=\"s5\">\u2022 <\/span>rychlost odesl\u00e1n\u00ed,<\/div>\n<div class=\"s6\"><span class=\"s5\">\u2022 <\/span>n\u00e1zory z\u00e1kazn\u00edk\u016f,<\/div>\n<div class=\"s6\"><span class=\"s5\">\u2022 <\/span>konkurenceschopnost nab\u00eddky.<\/div>\n<p class=\"s4\">Teprve po ujasn\u011bn\u00ed t\u011bchto prvk\u016f m\u016f\u017ee reklama pln\u011b vyu\u017e\u00edt sv\u016fj potenci\u00e1l.<\/p>\n<p>&nbsp;<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-4756\" src=\"https:\/\/btop.pl\/wp-content\/uploads\/zdj-2-7.png\" alt=\"\" width=\"1536\" height=\"1024\" srcset=\"https:\/\/btop.pl\/wp-content\/uploads\/zdj-2-7.png 1536w, https:\/\/btop.pl\/wp-content\/uploads\/zdj-2-7-768x512.png 768w, https:\/\/btop.pl\/wp-content\/uploads\/zdj-2-7-18x12.png 18w\" sizes=\"auto, (max-width: 1536px) 100vw, 1536px\" \/><\/p>\n<p>&nbsp;<\/p>\n<p class=\"s3\"><strong><span class=\"s2\">Jak zjistit, zda je probl\u00e9mem nab\u00eddka, a ne reklama?<\/span><\/strong><\/p>\n<p class=\"s4\">Jedn\u00edm z nejjednodu\u0161\u0161\u00edch ukazatel\u016f je konverzn\u00ed pom\u011br.<\/p>\n<p class=\"s4\">Pokud reklama generuje velk\u00fd po\u010det n\u00e1v\u0161t\u011bv, ale prodej z\u016fst\u00e1v\u00e1 na n\u00edzk\u00e9 \u00farovni, znamen\u00e1 to, \u017ee u\u017eivatel\u00e9 maj\u00ed o produkt z\u00e1jem, ale n\u011bco je od n\u00e1kupu odrazuje.<\/p>\n<p class=\"s4\">V takov\u00e9 situaci vede nav\u00fd\u0161en\u00ed rozpo\u010dtu nej\u010dast\u011bji pouze ke zv\u00fd\u0161en\u00ed n\u00e1klad\u016f.<\/p>\n<p>&nbsp;<\/p>\n<p class=\"s3\"><strong><span class=\"s2\">Nejprve z\u00e1klady, pak reklama<\/span><\/strong><\/p>\n<p class=\"s4\">Sou\u010dasn\u00fd elektronick\u00fd obchod vy\u017eaduje komplexn\u00ed p\u0159\u00edstup. \u00dasp\u011bch nez\u00e1vis\u00ed pouze na v\u00fd\u0161i reklamn\u00edho rozpo\u010dtu, ale na kvalit\u011b cel\u00e9ho prodejn\u00edho procesu.<\/p>\n<p class=\"s4\">Dob\u0159e p\u0159ipraven\u00e1 nab\u00eddka, atraktivn\u00ed fotografie, p\u0159im\u011b\u0159en\u00e1 cena, kladn\u00e9 recenze a efektivn\u00ed z\u00e1kaznick\u00fd servis tvo\u0159\u00ed z\u00e1klad, na kter\u00e9m m\u016f\u017ee reklama \u00fa\u010dinn\u011b podporovat r\u016fst prodeje.<\/p>\n<p class=\"s4\">Reklama nezachr\u00e1n\u00ed slabou nab\u00eddku. M\u016f\u017ee ji pouze zviditelnit \u0161ir\u0161\u00edmu okruhu lid\u00ed. Proto ne\u017e nav\u00fd\u0161\u00edte rozpo\u010det kampan\u011b, je dobr\u00e9 se ujistit, \u017ee samotn\u00e1 nab\u00eddka je p\u0159ipravena na v\u011bt\u0161\u00ed n\u00e1v\u0161t\u011bvnost a vy\u0161\u0161\u00ed prodej.<\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<blockquote><p><em>Autor blogu: Odborn\u00edk na...<span data-teams=\"true\"> elektronick\u00fd obchod \u2013\u00a0<\/span>Krzysztof Kry\u015b<\/em><br \/>\n<em>Datum zve\u0159ejn\u011bn\u00ed: 17. 6. 2026.<\/em><\/p><\/blockquote>","protected":false},"excerpt":{"rendered":"<p>Mnoho prodejc\u016f na tr\u017ei\u0161t\u00edch hled\u00e1 po poklesu prodej\u016f \u0159e\u0161en\u00ed v reklam\u011b. Spou\u0161t\u011bj\u00ed kampan\u011b Allegro Ads, Amazon Ads, eMAG Ads nebo investuj\u00ed do propagace produkt\u016f na soci\u00e1ln\u00edch s\u00edt\u00edch a doufaj\u00ed v rychl\u00fd n\u00e1r\u016fst v\u00fdsledk\u016f. Bohu\u017eel se velmi \u010dasto ukazuje, \u017ee nav\u00fd\u0161en\u00ed reklamn\u00edho rozpo\u010dtu nep\u0159in\u00e1\u0161\u00ed o\u010dek\u00e1van\u00e9 v\u00fdsledky. D\u016fvod je jednoduch\u00fd \u2013 reklama sice m\u016f\u017ee zv\u00fd\u0161it viditelnost nab\u00eddky, ale nevy\u0159e\u0161\u00ed jej\u00ed z\u00e1kladn\u00ed probl\u00e9my. \u00a0 Reklama p\u0159itahuje n\u00e1v\u0161t\u011bvn\u00edky, ale nezaru\u010duje prodej. \u00dakolem reklamy je p\u0159iv\u00e9st potenci\u00e1ln\u00edho z\u00e1kazn\u00edka k nab\u00eddce.<span class=\"read_more_area\"><a class=\"read-more\" href=\"https:\/\/btop.pl\/cs\/proc-reklama-nezlepsi-slabou-nabidku\/\"> P\u0159e\u010dt\u011bte si v\u00edce <\/a><\/span><\/p>","protected":false},"author":2,"featured_media":4760,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1,76,42,44,66,62,45,64,63,47,83,65,82,72,77,46,69,73,71,70,88,87,81,78,80,79,67,84,74,89,75],"tags":[],"class_list":["post-4755","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-aktualnosci","category-aliexpress","category-allegro","category-amazon","category-black-red-white","category-castorama","category-cdiscount","category-decathlon","category-ebay","category-emag","category-empikplace","category-homeyou","category-home24","category-inpost","category-joom","category-kaufland","category-leroy-merlin","category-manomano","category-mediaexpert","category-mediamarkt","category-obi-de","category-otto","category-pigu","category-shein","category-skroutz","category-super-pharm","category-temu","category-tiktok-shop","category-trendyol","category-vente-unique","category-xxxlutz"],"_links":{"self":[{"href":"https:\/\/btop.pl\/cs\/wp-json\/wp\/v2\/posts\/4755","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=4755"}],"version-history":[{"count":3,"href":"https:\/\/btop.pl\/cs\/wp-json\/wp\/v2\/posts\/4755\/revisions"}],"predecessor-version":[{"id":5108,"href":"https:\/\/btop.pl\/cs\/wp-json\/wp\/v2\/posts\/4755\/revisions\/5108"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/btop.pl\/cs\/wp-json\/wp\/v2\/media\/4760"}],"wp:attachment":[{"href":"https:\/\/btop.pl\/cs\/wp-json\/wp\/v2\/media?parent=4755"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/btop.pl\/cs\/wp-json\/wp\/v2\/categories?post=4755"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/btop.pl\/cs\/wp-json\/wp\/v2\/tags?post=4755"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}