{"id":1768,"date":"2017-07-10T14:01:01","date_gmt":"2017-07-10T13:01:01","guid":{"rendered":"https:\/\/blog.socialsharks.cz\/?p=1768"},"modified":"2017-07-10T14:01:01","modified_gmt":"2017-07-10T13:01:01","slug":"3-poznatky-ktere-si-odnasime-ze-split-testu-ve-stories","status":"publish","type":"post","link":"https:\/\/www.socialsharks.cz\/blog\/2017\/07\/10\/3-poznatky-ktere-si-odnasime-ze-split-testu-ve-stories\/","title":{"rendered":"Anal\u00fdza: 3 poznatky, kter\u00e9 si odn\u00e1\u0161\u00edme ze Split Testu ve Stories"},"content":{"rendered":"<p>Za\u010d\u00e1tkem dubna jsme odstartovali komunikaci na Instagramov\u00e9m profilu obl\u00edben\u00fdch kokosov\u00fdch pralinek <a href=\"https:\/\/www.instagram.com\/raffaelloczsk\/\" target=\"_blank\">Raffaello<\/a> pro klienta Ferrero. Krom\u011b b\u011b\u017en\u00e9 komunikace se star\u00e1me i o reklamn\u00ed kampan\u011b v Instagramov\u00e9m feedu. A jak v\u0161ichni v\u00edme, <strong>Instagram je kr\u00e1lem n\u00edzk\u00fdch \u010d\u00e1stek za z\u00e1jem o p\u0159\u00edsp\u011bvek<\/strong>, po\u010det unik\u00e1tn\u00edch u\u017eivatel\u016f i za zhl\u00e9dnut\u00ed vide\u00ed.<\/p>\n<p><!--more--><\/p>\n<p>N\u00e1s ale zaj\u00edmala inzerce ve Stories.<\/p>\n<p>Instagram Stories v\u0161ichni zn\u00e1te. Reklamu jste v n\u011bm ur\u010dit\u011b vid\u011bli. A pokud jste inzerent, tak tak\u00e9 ur\u010dit\u011b v\u00edte, \u017ee je:<\/p>\n<ul>\n<li>d\u011bsn\u011b levn\u00e1,<\/li>\n<li>velk\u00e1 &#8211; zab\u00edr\u00e1 celou plochu telefonu,<\/li>\n<li>pom\u011brn\u011b slo\u017eit\u00e1 na nastaven\u00ed.<\/li>\n<\/ul>\n<p><strong>Navrhli jsme kreativu, kter\u00e1 p\u0159esn\u011b zapadla do konceptu st\u00e1vaj\u00edc\u00ed komunikace<\/strong>, a se kterou se u\u017eivatel\u00e9 mohli setkat v r\u00e1mci Facebookov\u00e9 komunikace. Upravili ji do po\u017eadovan\u00e9 podoby a nasadili. Ne ale ledajak. Cht\u011bli jsme inzerci ve Stories vyu\u017e\u00edt co nejefektivn\u011bji a tak se kreativa stala hlavn\u00edm objektem testov\u00e1n\u00ed.<\/p>\n<h3><strong>Co je Split Test?<\/strong><\/h3>\n<p>Split Test je \u0161ikovn\u00fd testovac\u00ed n\u00e1stroj, jen\u017e byl Facebookem ned\u00e1vno p\u0159edstaven. J\u00e1sat by m\u011bli v\u0161ichni inzerenti a agentury, kter\u00fdm t\u00edmto\u00a0v\u00fdrazn\u011b ubyla pr\u00e1ce. Zat\u00edmco doposud jsme museli pou\u017e\u00edvat klasick\u00e9 metody A\/B testov\u00e1n\u00ed, hl\u00eddat, aby se nastaven\u00ed testovan\u00fdch ad set\u016f vz\u00e1jemn\u011b nep\u0159ekr\u00fdvalo, <strong>Split Test zvl\u00e1dne v\u0161e zcela s\u00e1m<\/strong>. My jsme jej nastavili na dva r\u016fzn\u00e9 okruhy u\u017eivatel\u016f, kter\u00e9 se li\u0161ily v\u011bkem. Prvn\u00ed skupinu tvo\u0159ily \u017eeny ve v\u011bku 18 \u2013 24, kter\u00e9 na Facebooku uvedly, \u017ee se moment\u00e1ln\u011b nach\u00e1zej\u00ed ve vztahu. Druhou skupinou byly takt\u00e9\u017e zadan\u00e9 \u017eeny, je\u017e se od prvn\u00ed skupiny li\u0161ily pouze v\u011bkem 26 let +.<\/p>\n<p>Do ka\u017ed\u00e9ho ad setu jsme investovali stejnou \u010d\u00e1stku. Celou testovac\u00ed kampa\u0148 jsme nastavili na sedm dn\u00ed a netrp\u011bliv\u011b o\u010dek\u00e1vali v\u00fdsledky.<\/p>\n<h3><strong>Instagram prost\u011b pat\u0159\u00ed \u017een\u00e1m<\/strong><\/h3>\n<p>P\u0159esn\u011b \u0159e\u010deno v\u00edce ne\u017e 740 tis\u00edc\u016fm \u017een. To jsme samoz\u0159ejm\u011b v\u011bd\u011bli u\u017e p\u0159edt\u00edm z pravideln\u00fdch Facebookov\u00fdch demografick\u00fdch report\u016f, nicm\u00e9n\u011b n\u00e1s zaj\u00edmalo, jak\u00e1 v\u011bkov\u00e1 skupina bude na na\u0161e konkr\u00e9tn\u00ed sd\u011blen\u00ed l\u00e9pe reagovat.<\/p>\n<p>A op\u011bt se potvrdilo, \u017ee Instagram je v\u00fdsadou hlavn\u011b mlad\u0161\u00edch.<\/p>\n<p><a href=\"https:\/\/www.socialsharks.cz\/blog\/wp-content\/uploads\/2017\/07\/source.gif\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-1780\" src=\"https:\/\/www.socialsharks.cz\/blog\/wp-content\/uploads\/2017\/07\/source.gif\" alt=\"source\" width=\"640\" height=\"360\" \/><\/a><\/p>\n<p><strong>Kter\u00e1 c\u00edlov\u00e1 skupina zv\u00edt\u011bzila? <\/strong><\/p>\n<p><strong>Ta, kterou jsme si pracovn\u011b nazvali &#8222;Mlad\u00e9 zadan\u00e9 \u017eeny&#8220;<\/strong>. \u017deny poch\u00e1zej\u00edc\u00ed z \u010cesk\u00e9 republiky, je jim mezi 18 \u2013 24 lety a jsou aktu\u00e1ln\u011b ve vztahu.<\/p>\n<p>Kreativa ve v\u00edt\u011bzn\u00e9 sad\u011b reklam zas\u00e1hla t\u00e9m\u011b\u0159 <strong>dvojn\u00e1sobn\u011b v\u00edce unik\u00e1tn\u00edch u\u017eivatelek<\/strong> ne\u017e tomu bylo v p\u0159\u00edpad\u011b druh\u00e9 testovan\u00e9 sady. Tomu tak\u00e9 odpov\u00eddala o v\u00edce jak \u010dtvrtinu ni\u017e\u0161\u00ed cena za 1.000 osloven\u00fdch u\u017eivatelek. Celkov\u00e9 po\u010dty zobrazen\u00ed se p\u0159\u00edli\u0161 neli\u0161ily od hodnot dosahu. <strong>P\u0159ekvapila n\u00e1s relativn\u011b n\u00edzk\u00e1 \u010detnost zobrazen\u00ed<\/strong>. B\u011bhem testovac\u00edho t\u00fddne se u\u017eivatelka setkala s na\u0161\u00edm sd\u011blen\u00edm pouze jednou.<\/p>\n<p>N\u00e1s ale tak\u00e9 zaj\u00edmalo, kolik ze zas\u00e1hnut\u00fdch u\u017eivatelek klikne na odkaz, kter\u00fd byl do sd\u011blen\u00ed vlo\u017een, a kter\u00fd je odvedl na Instagramov\u00fd profil Raffaella. <strong>V\u00fdsledky uk\u00e1zaly, \u017ee na vlo\u017een\u00fd odkaz kliklo p\u0159es 120 \u017een<\/strong>. Z toho t\u00e9m\u011b\u0159 70 % \u017een spadalo do v\u011bkov\u00e9 kategorie 18 \u2013 24 let, co\u017e jen posiluje na\u0161e zku\u0161enosti, \u017ee pr\u00e1v\u011b mlad\u0161\u00ed \u017eeny daleko v\u00edce interaguj\u00ed s obsahem na Stories. A\u0165 u\u017e formou prokliku skrze vlo\u017een\u00fd odkaz, tak i reakcemi v podob\u011b p\u0159\u00edm\u00e9 zpr\u00e1vy autorovi konkr\u00e9tn\u00ed Story. Vra\u0165me se ale zp\u00e1tky k celkov\u00e9mu po\u010dtu proklik\u016f. <strong>\u010c\u00edslo 120 se v porovn\u00e1n\u00ed s dosahem zd\u00e1 dost mal\u00e9, nicm\u00e9n\u011b my jej vn\u00edm\u00e1me rozhodn\u011b pozitivn\u011b. Pro\u010d?<\/strong><\/p>\n<h3><strong>Stories jsou na kouk\u00e1n\u00ed.<\/strong><\/h3>\n<p>U\u017eivatel\u00e9, kte\u0159\u00ed proj\u00ed\u017ed\u011bj\u00ed Stories sv\u00fdch kamar\u00e1d\u016f nebo obl\u00edben\u00fdch zna\u010dek nejsou zvykl\u00ed klikat. P\u0159\u00edb\u011bhy proj\u00ed\u017ed\u011bj\u00ed v p\u0159\u00edpad\u011b, \u017ee cht\u011bj\u00ed na chv\u00edli vypnout, odreagovat se a zjistit, co je nov\u00e9ho. Jednodu\u0161e proj\u00ed\u017ed\u011bj\u00ed jeden p\u0159\u00edb\u011bh za druh\u00fdm, m\u00e1lokdy se zastavuj\u00ed a v je\u0161t\u011b m\u00e9n\u011b p\u0159\u00edpadech reaguj\u00ed. <strong>Nav\u00edc mo\u017enost p\u0159idat do Stories odkaz je zat\u00edm v\u00fdsadou po\u010detn\u00fdch a ov\u011b\u0159en\u00fdch profil\u016f, co\u017e zat\u00edm v\u011bt\u0161ina b\u011b\u017en\u00fdch u\u017eivatel\u016f nem\u00e1<\/strong>. Pro\u010d by tedy klikali na n\u011bco, o \u010dem nic nev\u011bd\u00ed a re\u00e1ln\u011b ani nic neo\u010dek\u00e1vaj\u00ed?<\/p>\n<h4><strong>A te\u010f ty 3 poznatky.<\/strong><\/h4>\n<p>Co si ze Split Testu odn\u00e1\u0161\u00edme? A\u010d se to m\u016f\u017ee zd\u00e1t na prvn\u00ed pohled jasn\u00e9 a patrn\u00e9, je toho dost. My jsme to pro jednoduchost shrnuli do 3 bod\u016f:<\/p>\n<ol>\n<li><strong>Testujme<\/strong> = proto\u017ee \u010d\u00edm jin\u00fdm podlo\u017eit na\u0161e domn\u011bnky (a\u010d jsou jakkoliv p\u0159esv\u011bd\u010div\u00e9) ne\u017e tvrd\u00fdmi daty?<\/li>\n<\/ol>\n<ol start=\"2\">\n<li><strong>Hrajme si <\/strong>= nov\u00e9 form\u00e1ty b\u00fdvaj\u00ed levn\u00e9, Facebook n\u00e1m tak d\u00e1v\u00e1 prostor pro hru, kter\u00e1 n\u00e1s nemus\u00ed st\u00e1t tis\u00edce. Doporu\u010dujeme se ale p\u0159\u00edli\u0161 neodch\u00fdlit od stylu komunikace, na kter\u00fd jsou fanou\u0161ci zvykl\u00ed a kter\u00fd n\u00e1m dlouhodob\u011b funguje.<\/li>\n<\/ol>\n<ol start=\"3\">\n<li><strong>Nebojme se <\/strong>= plno inzerent\u016f se \u010dasto boj\u00ed vystoupit ze sv\u00e9 komfortn\u00ed reklamn\u00ed z\u00f3ny. Vyu\u017e\u00edv\u00e1 st\u00e1le stejn\u00e9 \u00fa\u010dely reklam, kter\u00e9 umis\u0165uje na st\u00e1le stejn\u00e9 platformy. Zkusme to jinak. Nen\u00ed se \u010deho b\u00e1t. A\u0165 u\u017e jste market\u00e9r, amat\u00e9r \u010di profesion\u00e1l, Facebook v\u00e1m po skon\u010den\u00ed Split Testu p\u0159iprav\u00ed jednoduch\u00fd a p\u0159ehledn\u00fd report, ze kter\u00e9ho vy\u010dtete v\u0161echno podstatn\u00e9.<\/li>\n<\/ol>\n","protected":false},"excerpt":{"rendered":"<p>Za\u010d\u00e1tkem dubna jsme odstartovali komunikaci na Instagramov\u00e9m profilu obl\u00edben\u00fdch kokosov\u00fdch pralinek Raffaello pro klienta Ferrero. Krom\u011b b\u011b\u017en\u00e9 komunikace se star\u00e1me i o reklamn\u00ed kampan\u011b v Instagramov\u00e9m feedu. A jak v\u0161ichni v\u00edme, Instagram je kr\u00e1lem n\u00edzk\u00fdch \u010d\u00e1stek za z\u00e1jem o p\u0159\u00edsp\u011bvek, po\u010det unik\u00e1tn\u00edch u\u017eivatel\u016f i za zhl\u00e9dnut\u00ed vide\u00ed.<\/p>\n","protected":false},"author":1,"featured_media":3404,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"image","meta":{"footnotes":""},"categories":[2],"tags":[],"class_list":["post-1768","post","type-post","status-publish","format-image","has-post-thumbnail","hentry","category-analyzy","post_format-post-format-image"],"_links":{"self":[{"href":"https:\/\/www.socialsharks.cz\/blog\/wp-json\/wp\/v2\/posts\/1768","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.socialsharks.cz\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.socialsharks.cz\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.socialsharks.cz\/blog\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.socialsharks.cz\/blog\/wp-json\/wp\/v2\/comments?post=1768"}],"version-history":[{"count":0,"href":"https:\/\/www.socialsharks.cz\/blog\/wp-json\/wp\/v2\/posts\/1768\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.socialsharks.cz\/blog\/wp-json\/wp\/v2\/media\/3404"}],"wp:attachment":[{"href":"https:\/\/www.socialsharks.cz\/blog\/wp-json\/wp\/v2\/media?parent=1768"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.socialsharks.cz\/blog\/wp-json\/wp\/v2\/categories?post=1768"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.socialsharks.cz\/blog\/wp-json\/wp\/v2\/tags?post=1768"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}