{"id":655,"date":"2015-05-14T00:00:00","date_gmt":"2015-05-13T22:00:00","guid":{"rendered":"https:\/\/madwise.si\/blog\/2015\/05\/14\/je-vase-spletno-mesto-postalo-neuporaben-mastodont\/"},"modified":"2020-06-18T22:29:29","modified_gmt":"2020-06-18T20:29:29","slug":"je-vase-spletno-mesto-postalo-neuporaben-mastodont","status":"publish","type":"post","link":"https:\/\/madwise.si\/blog\/je-vase-spletno-mesto-postalo-neuporaben-mastodont\/","title":{"rendered":"Je va\u0161e spletno mesto postalo neuporaben mastodont?"},"content":{"rendered":"

Saj poznate situacijo: marketin\u0161ka ekipa dobi idejo, projekt se za\u010dne, vse gre po planu \u2026 do trenutka, ko je treba zadevo \u201cpostaviti\u201d na spletno stran. Kar naenkrat ugotavljamo, da se tega ne da, tisto ne deluje, onega ne moremo meriti \u2026 Od za\u010detne ideje ostane bore malo, ekipi pa tako ali tako zmanjka energije za boj s tehnologijo in obupa.\u00a0Diagnoza? Napad spletnega mastodonta.<\/strong>
\nVsako spletno mesto z uporabo raste in se razvija. Dodajajo se vsebine, spreminja struktura, dodeluje se tehnologija. Podobno je s podjetjem: raste, spreminja ponudbo, razvija nove in druga\u010dne modele tr\u017eenja in prodaje.\u00a0Te\u017eava nastopi, ko razvoj spletnega mesta in podjetja nista ve\u010d usklajena.<\/strong>\u00a0Stran postane preokorna, njene funkcionalnosti neuporabne, uporabni\u0161ka izku\u0161nja pomankljiva tako za kupce kot upravljalce spletnega mesta, odzivanje na ideje in tr\u017ene prilo\u017enosti pa po\u010dasno in naporno. Prelomne to\u010dke obi\u010dajno ni, a v nekem trenutku ugotovimo, da tempo in obliko na\u0161ih idej in aktivnosti pravzaprav diktira spletno mesto, ne trg in ljudje. Iz zanimive, sve\u017ee spletne prezence se je razvilo v po\u010dasnega, okornega mastodonta, ki je bolj ovira kot pomo\u010d.<\/p>\n

3 znaki, da je \u010das za prenovo spletne strani<\/a><\/h2>\n

Razlogov za razmislek o novem spletne mestu je najmanj toliko, kot je podjetij na svetu. Pri nas ve\u010dinoma nismo najbolj naklonjeni zamenjavam kar tako (\u201cObstoje\u010de spletno mesto nam ni ve\u010d v\u0161e\u010d!\u201d), \u010deprav je vsak razlog legitimen \u2013 nekateri sicer ne bodo osvojili nagrade za ekonomsko u\u010dinkovitost, a vendarle. Izpostavljamo pa tri, ki se nam zdijo\u00a0kriti\u010dni za vsako podjetje, kjer je med cilji digitalnega marketinga tudi povi\u0161anje prodaje<\/strong>\u00a0(kar pri vas gotovo je, saj druga\u010de ne bi brali na\u0161ih zapisov).<\/p>\n

Analiti\u010dno spremljanje je postalo no\u010dna mora<\/h3>\n
\n

\"Spletna<\/p>\n

Webalizer v vsej svoji lepoti (in uporabnosti)<\/p>\n<\/div>\n

V prazgodovinskih \u010dasih analiti\u010dnih orodij, kot sta Webalizer in AWstats, smo gledali tak\u0161na poro\u010dila. Obiskane strani, obiskovalci, \u201czadetki\u201d, prenos podatkov. Zelo \u2026 uporabno. Mimogrede,\u00a0\u010de se danes v npr. Google analitiki navdu\u0161ujete predvsem nad dnevnim in mese\u010dnim obiskom, se pravzaprav odpovedujete 15+ letom razvoja spletne analitike.<\/strong>\u00a0\u010ce ob hitrosti digitalnega napredka to preslikamo na civilizacijski napredek, se z lokom spravljate nad konkuren\u010dno jedrsko podmornico; v kolikor vam bojna terminologija ni blizu, pa recimo, da i\u0161\u010dete zlato s krampom, konkurenca pa z orbitalnim satelitom.<\/p>\n

Spletna analitika mora biti vgrajena v spletno mesto z namenom zagotavljanja podatkov za bolj\u0161e poslovne odlo\u010ditve.<\/strong>\u00a0\u010ce je nastavljanje in spremljanje spletne analitike postalo no\u010dna mora, ker vam spletna stran ne omogo\u010da primernih konverzijskih to\u010dk in interakcije s kupci, ostajate brez kriti\u010dnih informacij. Te\u017eko bo ugotoviti, kam uporabniki izginjajo, kaj jih privla\u010di in kaj odvra\u010da, kje v nakupnem procesu so \u2026 Brez uporabne analitike je zasledovanje prodajnih ciljev prepu\u0161\u010deno bolj ali manj sre\u010di, izku\u0161njam in intuiciji. Nepotrebna igra na sre\u010do v \u010dasih, ko je vse merljivo. Re\u0161itev? Vzpostavitev analitike, ki v sredi\u0161\u010de postavlja uporabnika in njegove akcije, kar pa zahteva tudi primerno zgrajeno spletno mesto.<\/p>\n

Prodaja ignorira spletno mesto \u2026 in obratno<\/h3>\n

Spletno mesto ustvarja celo zakladnico informacij, ki pridejo prav pri prodajnih ponudbah, oblikovanju nagovorov, oboro\u017eevanju prodajalcev z bolj\u0161imi podatki o leadih \u2026 va\u0161i prodajniki pa be\u017eijo \u010dimdlje od njega? Na drugi strani pa spletne vsebine nastajajo brez upo\u0161tevanja prodaje, ki (obi\u010dajno) \u0161e najbolje pozna kupce?<\/p>\n

Z digitalom je vse te\u017eje lo\u010diti marketing in prodajo \u2013 \u010deprav to pravzaprav nikoli ni imelo pravega smisla, saj poznavanje obna\u0161anja uporabnikov koristi obojim.<\/strong>\u00a0\u017de preprost spletni kalkulator, s katerim si uporabnik izra\u010duna npr. prihranek pri nakupu termostata, je po eni strani marketin\u0161o orodje (kupca posku\u0161amo navdu\u0161iti v fazi raziskovanja), po drugi pa zelo prodajno (\u010de od kupca, ki naredi izra\u010dun, uspemo pridobiti kontakt, ima prodaja dober \u201clead\u201d). \u010ce obstoje\u010de spletno mesto ne omogo\u010da prepleta obeh podro\u010dij, precej zamujamo.<\/p>\n

Za izdelavo pristajalnih in drugih konverzijskih strani potrebujete celo ve\u010dnost<\/h3>\n

Verjetno eden najbolj spregledanih vidikov pri prenovah spletnih strani je, kam gre marketin\u0161ka tehnologija in katere aktivnosti bodo postale precej la\u017eje (in ceneje) izvedljive.\u00a0Personalizacija oglasov in ponudbe, pristajalne strani, optimizacija konverzije, marketin\u0161ka avtomatizacija \u2026 vse to so premiki, ki vplivajo na uporabo spletnega mesta (da o mobileu sploh ne govorimo)<\/strong>. Ker je npr. prilagoditev oglasov uporabniku postala \u017ee zelo enostavna re\u010d, je edino smiselno, da prilagodimo tudi pristajalno stran. \u010ce nekdo i\u0161\u010de menjavo banke, zakaj bi ga peljali na prvo stran podjetja? Ustvarimo raje namensko pristajalno stran!<\/p>\n

Marketingarji, ki razumejo, da kupec vedno prebrska tudi splet ter upo\u0161tevajo, da je lahko pot do nakupa dolga tudi ve\u010d mesecev,\u00a0spletno stran uporabljajo kot prodajno in komunikacijsko orodje, ne kot vizitko podjetja<\/strong>. \u010ce se ne \u017eelimo v tak\u0161nih situacijah boriti s samimi omejitvami, naj spletno mesto omogo\u010da ustvarjanje pristajalnih strani (takole na hitro pa si lahko pomagamo tudi z orodji kot sta\u00a0Unbounce<\/a>\u00a0in\u00a0LeadPages<\/a>).<\/p>\n

Prenovite procese, ne le spletnega mesta<\/h2>\n

Lahko kupcu s spletnim mestom olaj\u0161amo nakup? Raziskovanje? Oddajo povpra\u0161evanja? Lahko prodaji zagotovimo dodatne informacije in kontakte? Lahko marketin\u0161ke digitalne aktivnost izvajamo hitreje?\u00a0Ni potrebno, da skupaj z novim spletnim mesto za\u010dnemo ravno digitalno revolucijo svojega podjetja (\u010deprav ne bo \u0161kodilo), lahko pa prilo\u017enost izkoristimo za manj\u0161e popravke in spremembe na bolje \u2013 proti vi\u0161ji prodaji.<\/p>\n","protected":false},"excerpt":{"rendered":"

Saj poznate situacijo: marketin\u0161ka ekipa dobi idejo, projekt se za\u010dne, vse gre po planu \u2026 do trenutka, ko je treba zadevo \u201cpostaviti\u201d na spletno stran. Kar naenkrat ugotavljamo, da se tega ne da, tisto ne deluje, onega ne moremo meriti \u2026 Od za\u010detne ideje ostane bore malo, ekipi pa tako ali tako zmanjka energije za […]<\/p>\n","protected":false},"author":18,"featured_media":1059,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[9],"tags":[],"class_list":["post-655","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-izdelava-spletnih-strani","entry"],"acf":{"drugi_del_vsebine":"","izpostavljen_vodic_shortcode":""},"yoast_head":"\nJe \u010das za prenovo spletne strani?<\/title>\n<meta name=\"description\" content=\"Morda va\u0161a spletna stran ni ve\u010d uporabna. 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