{"id":33177,"date":"2025-07-24T18:07:00","date_gmt":"2025-07-24T16:07:00","guid":{"rendered":"https:\/\/madwise.si\/blog\/?p=33177"},"modified":"2025-05-27T12:19:56","modified_gmt":"2025-05-27T10:19:56","slug":"analiza-spletne-trgovine-prodaja","status":"publish","type":"post","link":"https:\/\/madwise.si\/blog\/analiza-spletne-trgovine-prodaja\/","title":{"rendered":"Analiza spletne trgovine: kje izgubljate prodajo?"},"content":{"rendered":"\n<p>Ve\u010dina trgovcev ve, koliko je obiskov in koliko je naro\u010dil. Kar manjka, je odgovor na vpra\u0161anje,<strong> zakaj jih ve\u010dina ni\u010d ne kupi?<\/strong> Analiza spletne trgovine vam ne bo podala \u010dude\u017ene re\u0161itve, bo pa zelo jasno pokazala, kje izgubljate denar. V\u010dasih gre za o\u010ditne napake, ki jih sami ne opazite. V\u010dasih pa za detajl, ki na koncu pomeni razliko med obiskovalcem in stranko.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Imate obisk, pa vseeno ni prodaje?<\/h2>\n\n\n\n<p>Obisk je, <a href=\"https:\/\/madwise.si\/blog\/analitika-google-poslovni-uspeh\/\" target=\"_blank\" rel=\"noreferrer noopener\">Google Analytics<\/a> ka\u017ee solidne \u0161tevilke, ampak naro\u010dil ni. Nekaj vmes se zalomi. In \u010de ne veste, kje to\u010dno, si lahko le domi\u0161ljate, zakaj ljudje zapu\u0161\u010dajo stran. Analiza spletne trgovine je v tem primeru nujna \u2013 poka\u017ee vam, kje so konkretne te\u017eave.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Analiza spletne trgovine razkrije, kje se obisk kon\u010da<\/h3>\n\n\n\n<p>Obiskovalci najpogosteje obupajo na mestih, ki jih ne bi nikoli sumili. Produktna stran je preve\u010d prazna. CTA je skrit med ostalo vsebino. Cena dostave je vidna \u0161ele v ko\u0161arici. Ali pa uporabnik preprosto ne ve, kam naj klikne.<\/p>\n\n\n\n<p>\u010ce \u017ee gledate \u0161tevilke, si poleg stopnje zapu\u0161\u010danja strani (<em>bounce rate<\/em>) in izstopnih strani oglejte tudi tok uporabnikov. \u0160e bolj pa je pomembno to, da uporabite snemanje sej (<em>session recordings<\/em>) in toplotni zemljevid <em>(heatmap<\/em>). Orodja <a href=\"https:\/\/clarity.microsoft.com\/\" target=\"_blank\" rel=\"noreferrer noopener\">Clarity<\/a> in <a href=\"https:\/\/www.hotjar.com\/\" target=\"_blank\" rel=\"noreferrer noopener\">Hotjar<\/a> vam brezpla\u010dno poka\u017eeta, kje se uporabniki ustavijo, kam klikajo in kje obupajo.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" width=\"1024\" height=\"576\" src=\"https:\/\/madwise.si\/blog\/wp-content\/uploads\/2025\/03\/snemanje-sej-heatmap-1024x576.webp\" alt=\"Snemanje sej in toplotni zemljevid v spletni trgovini\" class=\"wp-image-33201\" srcset=\"https:\/\/madwise.si\/blog\/wp-content\/uploads\/2025\/03\/snemanje-sej-heatmap-1024x576.webp 1024w, https:\/\/madwise.si\/blog\/wp-content\/uploads\/2025\/03\/snemanje-sej-heatmap-300x169.webp 300w, https:\/\/madwise.si\/blog\/wp-content\/uploads\/2025\/03\/snemanje-sej-heatmap-768x432.webp 768w, https:\/\/madwise.si\/blog\/wp-content\/uploads\/2025\/03\/snemanje-sej-heatmap-1536x864.webp 1536w, https:\/\/madwise.si\/blog\/wp-content\/uploads\/2025\/03\/snemanje-sej-heatmap-1568x882.webp 1568w, https:\/\/madwise.si\/blog\/wp-content\/uploads\/2025\/03\/snemanje-sej-heatmap.webp 1600w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><figcaption class=\"wp-element-caption\">Uporabite <em>heatmap<\/em>, da vidite, kje uporabniki obstanejo.<\/figcaption><\/figure>\n\n\n\n<p>Ko boste prvi\u010d videli uporabnika, ki 10 sekund i\u0161\u010de gumb \u00bbdodaj v ko\u0161arico\u00ab, vam bo jasno, zakaj ni prodaje. Ne spreglejte \u010dlanka \u00bb<a href=\"https:\/\/madwise.si\/blog\/spletna-analitika-metrike\/\" target=\"_blank\" rel=\"noreferrer noopener\">Spletna analitika: katere \u0161tevilke ka\u017eejo pravo sliko<\/a>\u00ab, kjer smo razlo\u017eili, katere metrike vam povedo, zakaj obiskovalci ne opravijo nakupa.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Kaj se zatakne pri oddaji naro\u010dila?<\/h3>\n\n\n\n<p>To je najbolj ob\u010dutljiv del procesa. Postopek nakupa mora biti enostaven, hiter in brez presene\u010denj. \u010ce ima uporabnik ob\u010dutek, da izpolnjuje obrazec za kredit na banki, ne bo pri\u0161el do zaklju\u010dka nakupa.<\/p>\n\n\n\n<p>Analiza spletne trgovine naj vklju\u010duje pregled celotnega nakupnega toka. Koliko korakov ima? Kje ve\u010dina odneha? Ali zahtevate nepotrebne podatke? Najpogostej\u0161i razlogi za odhod v tej fazi so: <\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>skrite informacije o dostavi, <\/li>\n\n\n\n<li>nejasen stro\u0161ek po\u0161iljanja, <\/li>\n\n\n\n<li>manjkajo\u010de mo\u017enosti pla\u010dila, <\/li>\n\n\n\n<li>kontakt, ki ga ni nikjer.<\/li>\n<\/ul>\n\n\n\n<p>Preverite svoj obrazec. Ga lahko izpolnite brez navodil? \u010ce ne, ga preuredite. V\u010dasih pomaga \u017ee to, da odstranite obvezno polje za telefonsko \u0161tevilko, ki je tam samo zato, ker je pa\u010d \u00bbvedno bilo\u00ab.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Analiza spletne trgovine poka\u017ee, da je stran po\u010dasna<\/h2>\n\n\n\n<p>Vse ve\u010d uporabnikov odpira spletne trgovine prek mobilnega telefona. \u010ce se stran vle\u010de ali vmes \u00bbzmrzne\u00ab, jih izgubite. Ne za en nakup \u2013 za vedno. Analiza spletne trgovine vam hitro poka\u017ee, ali je problem prav v hitrosti nalaganja.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Hitrost nalaganja spletne trgovine: preverite in popravite<\/h3>\n\n\n\n<p>Odprite <a href=\"https:\/\/gtmetrix.com\/\" target=\"_blank\" rel=\"noreferrer noopener\">GTmetrix<\/a>, <a href=\"https:\/\/pagespeed.web.dev\/\" target=\"_blank\" rel=\"noreferrer noopener\">PageSpeed Insights<\/a> ali <a href=\"https:\/\/lighthouse-metrics.com\/\" target=\"_blank\" rel=\"noreferrer noopener\">Lighthouse<\/a> in preverite dejanski \u010das nalaganja. Ne glejte samo ocene, ampak poglejte priporo\u010dila. Zelo verjetno vam bo pisalo: slike so prevelike, JS skripte se nalagajo prepozno, nalagajo se vti\u010dniki, ki jih sploh ne uporabljate.<\/p>\n\n\n\n<p>Trgovine, ki se nalagajo 5 ali ve\u010d sekund, imajo vi\u0161jo stopnjo zapu\u0161\u010danja strani (<em>bounce rate<\/em>) in slab\u0161o SEO uvrstitev. Google to jasno pove. Po\u010dasna stran pomeni slab\u0161o uporabni\u0161ko izku\u0161njo, manj\u0161o vidnost in ni\u017ejo prodajo.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" width=\"1024\" height=\"576\" src=\"https:\/\/madwise.si\/blog\/wp-content\/uploads\/2025\/03\/analiza-hitrosti-spletne-trgovine-1024x576.webp\" alt=\"Analiza hitrosti spletne trgovine v GTmetrix\" class=\"wp-image-33202\" srcset=\"https:\/\/madwise.si\/blog\/wp-content\/uploads\/2025\/03\/analiza-hitrosti-spletne-trgovine-1024x576.webp 1024w, https:\/\/madwise.si\/blog\/wp-content\/uploads\/2025\/03\/analiza-hitrosti-spletne-trgovine-300x169.webp 300w, https:\/\/madwise.si\/blog\/wp-content\/uploads\/2025\/03\/analiza-hitrosti-spletne-trgovine-768x432.webp 768w, https:\/\/madwise.si\/blog\/wp-content\/uploads\/2025\/03\/analiza-hitrosti-spletne-trgovine-1536x864.webp 1536w, https:\/\/madwise.si\/blog\/wp-content\/uploads\/2025\/03\/analiza-hitrosti-spletne-trgovine-1568x882.webp 1568w, https:\/\/madwise.si\/blog\/wp-content\/uploads\/2025\/03\/analiza-hitrosti-spletne-trgovine.webp 1600w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><figcaption class=\"wp-element-caption\">Stran pogosto upo\u010dasnjujejo slike in skripte.<\/figcaption><\/figure>\n\n\n\n<p>\u010ce niste tehni\u010dni, naj vam nekdo pregleda stvari. Lahko pa za\u010dnete z osnovnimi popravki:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>zmanj\u0161ajte velikost slik, <\/li>\n\n\n\n<li>odstranite neuporabljene elemente,<\/li>\n\n\n\n<li>preverite, kako se stran obna\u0161a na mobitelu.<\/li>\n<\/ul>\n\n\n\n<p>\u010ce vas zanimajo konkretni koraki, poglejte \u0161e \u010dlanek \u00bb<a href=\"https:\/\/madwise.si\/blog\/optimizacija-spletne-trgovine-hitrost\/\" target=\"_blank\" rel=\"noreferrer noopener\">Optimizacija spletne trgovine: kako izbolj\u0161ati hitrost?<\/a>\u00ab, kjer smo podrobneje razlo\u017eili, kaj lahko uredite sami.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Uporabni\u0161ka izku\u0161nja ni tak\u0161na, kot bi jo pri\u010dakovali<\/h2>\n\n\n\n<p>Vi ste na svoji strani vsak dan. Veste, kaj je kje, kaj klikniti, kje najti pogoje nakupa. Ampak novi obiskovalec nima te prednosti. \u010ce nekaj ni dovolj jasno ali dostopno, gre drugam. <strong>Analiza spletne trgovine vam pomaga pogledati stran z druge perspektive \u2013 skozi o\u010di nekoga, ki je tam prvi\u010d<\/strong>.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Navigacija, ki dela ve\u010d \u0161kode kot koristi<\/h3>\n\n\n\n<p>Ena od klasi\u010dnih napak je <strong>preve\u010d menijev in podkategorij<\/strong>. Poleg tega so mnogi gumbi videti kot dekoracija \u2013 lepi, a neopazni. \u010ce nekdo potrebuje tri klike, da pride do osnovne informacije, je to \u017ee te\u017eava.<\/p>\n\n\n\n<p>Preverite, kako se uporabniki premikajo po strani. S toplotnimi zemljevidi hitro vidite, ali klikajo stvari, ki niso interaktivne, ali pa spregledajo klju\u010dna mesta. Analiza sej poka\u017ee tudi zmedene poti \u2013 primer, ko obiskovalec klikne pet razli\u010dnih povezav in \u0161e vedno ne pride do \u017eelene strani, je bolj pogost, kot si mislite.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" width=\"1024\" height=\"576\" src=\"https:\/\/madwise.si\/blog\/wp-content\/uploads\/2025\/03\/analiza-uporabniske-poti-1024x576.webp\" alt=\"Analiza uporabni\u0161ke poti v spletni trgovini\" class=\"wp-image-33203\" srcset=\"https:\/\/madwise.si\/blog\/wp-content\/uploads\/2025\/03\/analiza-uporabniske-poti-1024x576.webp 1024w, https:\/\/madwise.si\/blog\/wp-content\/uploads\/2025\/03\/analiza-uporabniske-poti-300x169.webp 300w, https:\/\/madwise.si\/blog\/wp-content\/uploads\/2025\/03\/analiza-uporabniske-poti-768x432.webp 768w, https:\/\/madwise.si\/blog\/wp-content\/uploads\/2025\/03\/analiza-uporabniske-poti-1536x864.webp 1536w, https:\/\/madwise.si\/blog\/wp-content\/uploads\/2025\/03\/analiza-uporabniske-poti-1568x882.webp 1568w, https:\/\/madwise.si\/blog\/wp-content\/uploads\/2025\/03\/analiza-uporabniske-poti.webp 1600w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><figcaption class=\"wp-element-caption\">\u010ce uporabnik klikne petkrat in ne pride nikamor, je nekaj narobe.<\/figcaption><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\">CTA gumbi: preve\u010d, premalo, napa\u010dno<\/h3>\n\n\n\n<p>CTA mora biti viden, konkreten in postavljen tja, kjer ga uporabnik pri\u010dakuje. Uporabljajte jih premi\u0161ljeno \u2013 pazite, da jih na posamezni strani ne bo pet razli\u010dnih.<\/p>\n\n\n\n<p>Namesto splo\u0161nih izrazov, kot so \u00bbVe\u010d informacij\u00ab ali \u00bbPo\u0161ljite nam sporo\u010dilo\u00ab, uporabite konkretne pozive, ki jasno povedo, kaj se zgodi po kliku. Na primer \u00bbPreveri zalogo\u00ab, \u00bbNaro\u010di zdaj\u00ab ali \u00bbZaklju\u010di nakup\u00ab. Analiza spletne trgovine hitro poka\u017ee, kateri gumbi niso dovolj prepri\u010dljivi ali pa jih uporabniki preprosto ne opazijo.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">SEO analiza spletne trgovine poka\u017ee, zakaj vas na Googlu ni<\/h2>\n\n\n\n<p>\u010ce se va\u0161a trgovina ne pojavi na prvi strani iskalnika, ste za ve\u010dino ljudi nevidni. Pa naj bo ponudba \u0161e tako dobra. SEO analiza spletne trgovine vam da konkretne odgovore, zakaj Google raje poka\u017ee konkurenco kot vas.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Meta podatki in produktni opisi za SEO<\/h3>\n\n\n\n<p>Najprej preverite, ali ima vsaka podstran svoj H1 naslov, napisan z mislijo na iskalne izraze, ki jih uporabljajo kupci. Meta opisi niso za okras \u2013 to je prvi stik uporabnika z va\u0161o trgovino v iskalniku. \u010ce so generi\u010dni ali jih sploh ni, ste \u017ee v slab\u0161em polo\u017eaju.<\/p>\n\n\n\n<p>Preglejte tudi opise izdelkov. Imate morda 20 podobnih izdelkov s prakti\u010dno enakim besedilom? Google to prepozna kot podvojeno vsebino. Namesto da uporabljate splo\u0161ne fraze, napi\u0161ite, <strong>komu je izdelek namenjen, kak\u0161no te\u017eavo re\u0161i in zakaj je druga\u010den<\/strong>.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" width=\"1024\" height=\"576\" src=\"https:\/\/madwise.si\/blog\/wp-content\/uploads\/2025\/03\/seo-analiza-spletne-trgovine-1024x576.webp\" alt=\"SEO analiza spletne trgovine z vidika slik\" class=\"wp-image-33199\" srcset=\"https:\/\/madwise.si\/blog\/wp-content\/uploads\/2025\/03\/seo-analiza-spletne-trgovine-1024x576.webp 1024w, https:\/\/madwise.si\/blog\/wp-content\/uploads\/2025\/03\/seo-analiza-spletne-trgovine-300x169.webp 300w, https:\/\/madwise.si\/blog\/wp-content\/uploads\/2025\/03\/seo-analiza-spletne-trgovine-768x432.webp 768w, https:\/\/madwise.si\/blog\/wp-content\/uploads\/2025\/03\/seo-analiza-spletne-trgovine-1536x864.webp 1536w, https:\/\/madwise.si\/blog\/wp-content\/uploads\/2025\/03\/seo-analiza-spletne-trgovine-1568x882.webp 1568w, https:\/\/madwise.si\/blog\/wp-content\/uploads\/2025\/03\/seo-analiza-spletne-trgovine.webp 1600w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><figcaption class=\"wp-element-caption\">Brez alt opisa Google slike ne prepozna.<\/figcaption><\/figure>\n\n\n\n<p>SEO analiza spletne trgovine naj vklju\u010duje tudi pregled slik. \u010ce slike nimajo opisa (<em>alt tag<\/em>), ste zamudili dodatno prilo\u017enost za vidnost v iskanju. In \u010de ima va\u0161a konkurenca vse to urejeno, bo vedno en korak pred vami \u2013 pa naj imate \u0161e tako dober izdelek.<\/p>\n\n\n\n<p>Ve\u010d o tem, katere on site SEO popravke se spla\u010da narediti in kateri so samo balast, najdete v \u010dlanku \u00bb<a href=\"https:\/\/madwise.si\/blog\/on-site-optimizacija-taktike\/\" target=\"_blank\" rel=\"noreferrer noopener\">On site optimizacija: kaj deluje in kaj je izguba \u010dasa?<\/a>\u00ab.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Nimate napa\u010dnih produktov \u2013 imate manjkajo\u010de informacije<\/h2>\n\n\n\n<p>Veliko spletnih trgovin izgublja prodajo, ker manjkajo osnovni podatki. Kupec ho\u010de vedeti, koliko bo pla\u010dal za dostavo, kako lahko pla\u010da in kam se lahko obrne, \u010de kaj ne bo v redu. \u010ce informacije ne najde v nekaj sekundah, izgubljate njegovo zaupanje.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Informacije, ki jih analiza spletne trgovine pogosto pogre\u0161a<\/h3>\n\n\n\n<p>Informacije, kot so pogoji vra\u010dila, dostava in pla\u010dilne mo\u017enosti, morajo biti jasno izpostavljene \u2013 ne skrite nekje v nogi strani ali pogojih poslovanja. \u010ce mora kupec med postopkom nakupa te podatke iskati, je verjetnost nakupa \u017ee bistveno manj\u0161a.<\/p>\n\n\n\n<p>Pomembna je tudi njihova postavitev. Lahko imate vse napisano, pa vam to ni\u010d ne pomaga, \u010de uporabnik tega ne opazi. Na produktni strani mora biti jasno prikazano:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>ali je izdelek na zalogi, <\/li>\n\n\n\n<li>kdaj ga bo prejel, <\/li>\n\n\n\n<li>kako lahko pla\u010da, <\/li>\n\n\n\n<li>kako ga lahko vrne. <\/li>\n<\/ul>\n\n\n\n<p>Kontaktni podatki morajo biti vedno pri roki \u2013 ne pri\u010dakujte, da jih bo uporabnik iskal po menijih.<\/p>\n\n\n\n<p>Analiza spletne trgovine poka\u017ee, kateri deli strani niso dovolj vidni ali v celoti manjkajo. Z majhnimi popravki lahko hitro zmanj\u0161ate odhode tik pred nakupom in pove\u010date zaupanje pri tistih, ki kupujejo prvi\u010d.<\/p>\n\n\n\n<p>O tem, kako postaviti stran tako, da vodi do nakupa, pi\u0161emo tudi v \u010dlanku \u00bb<a href=\"https:\/\/madwise.si\/blog\/postavitev-spletne-strani-vec-konverzij\/\" target=\"_blank\" rel=\"noreferrer noopener\">Postavitev spletne strani, ki prina\u0161a ve\u010d konverzij<\/a>\u00ab.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Analiza spletne trgovine ni enkratna stvar<\/h2>\n\n\n\n<p>Spletna trgovina ni projekt, ki ga \u00bbzaklju\u010dite\u00ab. Stvari se spreminjajo \u2013 navade kupcev, algoritmi, pri\u010dakovanja. Analiza spletne trgovine naj spada pod redno vzdr\u017eevanje, ne odziv v paniki, ko je prodaja \u017ee padla. <\/p>\n\n\n\n<p>\u010ce ne veste, kje za\u010deti ali preprosto nimate \u010dasa za vse podrobnosti, se nam oglasite preko e-maila <a href=\"mailto:zivjo@madwise.si\" target=\"_blank\" rel=\"noreferrer noopener\">zivjo@madwise.si<\/a> ali telefonske \u0161tevilke <a href=\"tel:+386 31 370 639\" target=\"_blank\" rel=\"noreferrer noopener\">+386 31 370 639<\/a>. Pogledamo s sve\u017eimi o\u010dmi, preverimo podatke in predlagamo stvari, ki imajo dejanski vpliv na prodajo.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Preverimo, zakaj prodaja ne sledi obisku. Analiza spletne trgovine pomaga odkriti, kje uporabniki zapustijo stran \u2013 slabo vidni podatki, prekinjen tok nakupa ali nejasna sporo\u010dila. Pokazali vam bomo, kaj preveriti in kaj popraviti, da se obisk spremeni v naro\u010dilo.<\/p>\n","protected":false},"author":45,"featured_media":33200,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[30],"tags":[],"class_list":["post-33177","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-izdelava-spletnih-trgovin","entry"],"acf":{"izpostavljen_vodic_shortcode":"","drugi_del_vsebine":"","onemogoci_kazalo":false},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.2 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Analiza spletne trgovine: kje izgubljate prodajo?<\/title>\n<meta name=\"description\" content=\"Analiza spletne trgovine razkrije to\u010dke, kjer uporabniki odnehajo. 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