{"id":2580,"date":"2023-11-14T00:41:24","date_gmt":"2023-11-13T23:41:24","guid":{"rendered":"https:\/\/ez.cz\/?p=2580"},"modified":"2023-11-14T00:41:25","modified_gmt":"2023-11-13T23:41:25","slug":"jake-ekonomicke-ukazatele-jsou-pri-sprave-e-shopu-nejdulezitejsi","status":"publish","type":"post","link":"https:\/\/www.ez.cz\/?p=2580","title":{"rendered":"Jak\u00e9 ekonomick\u00e9 ukazatele jsou p\u0159i spr\u00e1v\u011b e-shop\u016f nejd\u016fle\u017eit\u011bj\u0161\u00ed?"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">V <a href=\"https:\/\/www.upgates.cz\/a\/6-co-obnasi-provoz-a-sprava-e-shopu-podivejte-se-na-co-se-zamerit\">provozov\u00e1n\u00ed e-shopu<\/a>, stejn\u011b jako v jak\u00e9mkoliv jin\u00e9m podnik\u00e1n\u00ed, je d\u016fle\u017eit\u00e9 sledovat <a href=\"https:\/\/www.upgates.cz\/a\/kpi-key-performance-indicator\">kl\u00ed\u010dov\u00e9 ekonomick\u00e9 ukazatele (KPIs)<\/a>. Tyto ukazatele v\u00e1m poskytuj\u00ed hlub\u0161\u00ed vhled do v\u00fdkonnosti va\u0161eho obchodu a umo\u017e\u0148uj\u00ed v\u00e1m d\u011blat informovan\u00e1 rozhodnut\u00ed o budouc\u00edm sm\u011b\u0159ov\u00e1n\u00ed a <a href=\"https:\/\/www.upgates.cz\/a\/marketingova-strategie\">strategii<\/a>. P\u0159esto\u017ee existuje mnoho specifick\u00fdch ukazatel\u016f relevantn\u00edch pro r\u016fzn\u00e9 obory, n\u011bkter\u00e9 z nich jsou obzvl\u00e1\u0161t\u011b kl\u00ed\u010dov\u00e9 pro e-shopy:<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>1. Konverzn\u00ed pom\u011br:<\/strong> M\u011b\u0159\u00ed procento n\u00e1v\u0161t\u011bvn\u00edk\u016f, kte\u0159\u00ed provedli konkr\u00e9tn\u00ed akci, obvykle n\u00e1kup. Nap\u0159\u00edklad pokud m\u00e1te 100 n\u00e1v\u0161t\u011bvn\u00edk\u016f a 2 z nich provedou n\u00e1kup, v\u00e1\u0161 konverzn\u00ed pom\u011br je 2%.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>2. Pr\u016fm\u011brn\u00e1 hodnota objedn\u00e1vky (AOV)<\/strong>: Ud\u00e1v\u00e1 pr\u016fm\u011brnou \u010d\u00e1stku, kterou z\u00e1kazn\u00edk utrat\u00ed p\u0159i jednom n\u00e1kupu. V\u00fdpo\u010det se prov\u00e1d\u00ed d\u011blen\u00edm celkov\u00fdch p\u0159\u00edjm\u016f po\u010dtem objedn\u00e1vek.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>3. Celkov\u00fd obrat<\/strong>: Je to celkov\u00e1 \u010d\u00e1stka, kterou obchod vyd\u011bl\u00e1 za ur\u010dit\u00e9 obdob\u00ed, a je z\u00e1kladn\u00edm ukazatelem v\u00fdkonnosti.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>4. N\u00e1vratnost investice do reklamy (ROAS)<\/strong>: M\u011b\u0159\u00ed v\u00fdnosy z reklamn\u00edch v\u00fddaj\u016f. Pokud utrat\u00edte 100 korun na reklamu a vyd\u011bl\u00e1te 500 korun d\u00edky t\u00e9to reklam\u011b, v\u00e1\u0161 ROAS je 5:1.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>5. N\u00e1klady na z\u00edsk\u00e1n\u00ed z\u00e1kazn\u00edka (CAC)<\/strong>: Ud\u00e1v\u00e1 pr\u016fm\u011brn\u00e9 n\u00e1klady na z\u00edsk\u00e1n\u00ed jednoho nov\u00e9ho z\u00e1kazn\u00edka, v\u010detn\u011b v\u0161ech marketingov\u00fdch a prodejn\u00edch n\u00e1klad\u016f.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>6. Lifetime Value z\u00e1kazn\u00edka (LTV)<\/strong>: Odhaduje celkovou \u010d\u00e1stku, kterou z\u00e1kazn\u00edk utrat\u00ed v pr\u016fb\u011bhu cel\u00e9 doby, kdy bude va\u0161\u00edm z\u00e1kazn\u00edkem. Vysok\u00fd LTV ve srovn\u00e1n\u00ed s n\u00edzk\u00fdm CAC ukazuje na zdrav\u00fd obchodn\u00ed model.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>7. M\u00edra opu\u0161t\u011bn\u00ed n\u00e1kupn\u00edho ko\u0161\u00edku<\/strong>: Procento z\u00e1kazn\u00edk\u016f, kte\u0159\u00ed p\u0159idaj\u00ed produkty do sv\u00e9ho n\u00e1kupn\u00edho ko\u0161\u00edku, ale proces n\u00e1kupu nedokon\u010d\u00ed. Je d\u016fle\u017eit\u00e9 identifikovat p\u0159\u00ed\u010diny vysok\u00e9 m\u00edry opu\u0161t\u011bn\u00ed a sna\u017eit se je \u0159e\u0161it.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Spr\u00e1vn\u00e9 sledov\u00e1n\u00ed a anal\u00fdza t\u011bchto ekonomick\u00fdch ukazatel\u016f m\u016f\u017ee b\u00fdt rozhoduj\u00edc\u00ed pro \u00fasp\u011bch va\u0161eho e-shopu. Poskytuj\u00ed nejen p\u0159ehled o aktu\u00e1ln\u00edm stavu va\u0161eho obchodu, ale tak\u00e9 nazna\u010duj\u00ed oblasti, kde m\u016f\u017eete prov\u00e1d\u011bt zm\u011bny a zlep\u0161en\u00ed pro maximalizaci va\u0161eho zisku a r\u016fstu. Je d\u016fle\u017eit\u00e9 si uv\u011bdomit, \u017ee v\u0161echny ukazatele by m\u011bly b\u00fdt sledov\u00e1ny v kontextu va\u0161eho konkr\u00e9tn\u00edho oboru a trhu.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>V provozov\u00e1n\u00ed e-shopu, stejn\u011b jako v jak\u00e9mkoliv jin\u00e9m podnik\u00e1n\u00ed, je d\u016fle\u017eit\u00e9 sledovat kl\u00ed\u010dov\u00e9 ekonomick\u00e9 ukazatele (KPIs). Tyto ukazatele v\u00e1m poskytuj\u00ed hlub\u0161\u00ed vhled do v\u00fdkonnosti va\u0161eho obchodu a umo\u017e\u0148uj\u00ed v\u00e1m d\u011blat informovan\u00e1 rozhodnut\u00ed o budouc\u00edm sm\u011b\u0159ov\u00e1n\u00ed a strategii. P\u0159esto\u017ee existuje mnoho specifick\u00fdch ukazatel\u016f relevantn\u00edch pro r\u016fzn\u00e9 obory, n\u011bkter\u00e9 z nich jsou obzvl\u00e1\u0161t\u011b kl\u00ed\u010dov\u00e9 pro e-shopy: 1. [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":2581,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_sitemap_exclude":false,"_sitemap_priority":"","_sitemap_frequency":"","tdm_status":"","tdm_grid_status":"","footnotes":""},"categories":[156],"tags":[],"class_list":["post-2580","post","type-post","status-publish","format-standard","has-post-thumbnail","category-byznys"],"amp_enabled":false,"_links":{"self":[{"href":"https:\/\/www.ez.cz\/index.php?rest_route=\/wp\/v2\/posts\/2580","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.ez.cz\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.ez.cz\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.ez.cz\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.ez.cz\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=2580"}],"version-history":[{"count":1,"href":"https:\/\/www.ez.cz\/index.php?rest_route=\/wp\/v2\/posts\/2580\/revisions"}],"predecessor-version":[{"id":2582,"href":"https:\/\/www.ez.cz\/index.php?rest_route=\/wp\/v2\/posts\/2580\/revisions\/2582"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.ez.cz\/index.php?rest_route=\/wp\/v2\/media\/2581"}],"wp:attachment":[{"href":"https:\/\/www.ez.cz\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=2580"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.ez.cz\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=2580"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.ez.cz\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=2580"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}