{"id":2077,"date":"2021-07-24T12:14:38","date_gmt":"2021-07-24T10:14:38","guid":{"rendered":"https:\/\/www.cernovsky.cz\/?p=2077"},"modified":"2022-04-25T18:00:43","modified_gmt":"2022-04-25T16:00:43","slug":"landing-page-tipy","status":"publish","type":"post","link":"https:\/\/www.cernovsky.cz\/en\/weby-e-shopy\/landing-page-tipy\/","title":{"rendered":"Landing page, kter\u00e1 konvertuje: 7 tip\u016f, jak na ni a \u010demu se vyhnout"},"content":{"rendered":"\n<p>Landing page je jako ob\u00e1lka \u010dasopisu. Kdy\u017e si v&nbsp;trafice vyb\u00edr\u00e1me, co budeme o v\u00edkendu \u010d\u00edst, tak je to pr\u00e1v\u011b p\u0159ebal, kter\u00fd zpravidla rozhoduje o na\u0161\u00ed volb\u011b. Poj\u010fme se tedy spole\u010dn\u011b pod\u00edvat na to, jak by takov\u00fd \u201ep\u0159ebal\u201c va\u0161\u00ed online prezentace m\u011bl vypadat a z\u00edskejme spole\u010dn\u011b nov\u00e9 z\u00e1kazn\u00edky.<\/p>\n\n\n\n<p><\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Co je landing page?<\/h2>\n\n\n\n<p>Anglick\u00fd term\u00edn landing page ozna\u010duje tzv. <strong>c\u00edlovou<\/strong> nebo <strong>dopadovou str\u00e1nku webu<\/strong> (n\u011bkdy v doslovn\u00e9m p\u0159ekladu i \u201ep\u0159ist\u00e1vac\u00ed\u201c), na kterou se jeho tv\u016frce nebo provozovatel sna\u017e\u00ed sm\u011brovat u\u017eivatele. A to z toho d\u016fvodu, \u017ee se na n\u00ed nach\u00e1z\u00ed obsah p\u0159\u00edmo vedouc\u00ed ke konverzi (<a href=\"https:\/\/www.cernovsky.cz\/marketing\/facebook-reklama-jak-na-ni\/\" class=\"rank-math-link\">jak z\u00edskat konverze z Facebook a Instagram reklamy jsem sepsal zde<\/a>), tedy d\u016fle\u017eit\u00e9 akci typu koup\u011b, objedn\u00e1vky, registrace apod.&nbsp;<\/p>\n\n\n\n<p><\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" src=\"https:\/\/www.cernovsky.cz\/wp-content\/uploads\/2021\/07\/Cernovsky_landing_page_tipy_LP_1.jpg\" alt=\"Kvalitn\u00ed p\u0159ist\u00e1vac\u00ed str\u00e1nka m\u00e1 ve\u0161ker\u00e9 n\u00e1le\u017eitosti zm\u00edn\u011bn\u00e9 v tomto \u010dl\u00e1nku. Pokud na n\u011bkterou z nich zapomenete, pot\u00e9 se nedivte, pokud v\u00fdsledky nebudou podle va\u0161ich o\u010dek\u00e1v\u00e1n\u00ed.\" class=\"wp-image-2078\"\/><figcaption>Neopom\u00ednejte ve\u0161ker\u00e9 n\u00e1le\u017eitosti p\u0159ist\u00e1vac\u00ed str\u00e1nky<\/figcaption><\/figure>\n\n\n\n<p><\/p>\n\n\n\n<p>Jako pojem tak spad\u00e1 do n\u011bkolika oblast\u00ed. Krom\u011b z\u00e1kladn\u00edho oboru vytv\u00e1\u0159en\u00ed webovek se landing page \u010dasto sklo\u0148uje tak\u00e9 v r\u00e1mci e-commerce a internetov\u00e9ho marketingu, kter\u00fd je v&nbsp;dne\u0161n\u00ed dob\u011b velmi d\u016fle\u017eit\u00fd a ji\u017e jsem o n\u011bm spoustu \u010dl\u00e1nk\u016f napsal. \u010cl\u00e1nky na toto t\u00e9ma naleznete <a class=\"rank-math-link\" href=\"https:\/\/www.cernovsky.cz\/kategorie\/marketing\/\">zde<\/a>.<\/p>\n\n\n\n<p>U\u017e z tohoto kr\u00e1tk\u00e9ho popisu vypl\u00fdv\u00e1, \u017ee landing page, podobn\u011b jako \u00favodn\u00ed str\u00e1nka, by m\u011bla <strong>spl\u0148ovat vysok\u00e9 n\u00e1roky<\/strong> na celkovou atraktivitu (od poutav\u00e9 grafiky a\u017e po chytlav\u00fd copywriting, <a href=\"https:\/\/www.cernovsky.cz\/marketing\/zarovnani-textu-webove-stranky-eshopu\/\" class=\"rank-math-link\">zarovn\u00e1n\u00ed textu<\/a> nebo vynikaj\u00edc\u00ed CTA). Jej\u00ed \u00fasp\u011b\u0161nost tak p\u0159\u00edmo ukazuj\u00ed hodnoty konverzn\u00edho pom\u011bru.<\/p>\n\n\n\n<p><\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Mo\u017enosti vyu\u017eit\u00ed<\/h2>\n\n\n\n<p>Landing page existuje u www str\u00e1nek v mnoha obm\u011bn\u00e1ch, nejobvykleji m\u00e1 jednu z n\u00e1sleduj\u00edc\u00edch podob:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>podstr\u00e1nka s <strong>detailem<\/strong> <strong>produktu<\/strong> \u010di <strong>slu\u017eby<\/strong> (ze kter\u00e9 vede p\u0159\u00edm\u00e1 cesta k objedn\u00e1vce\/koupi)<\/li><li>podstr\u00e1nka s <strong>formul\u00e1\u0159em<\/strong> pro p\u0159ihl\u00e1\u0161en\u00ed k odeb\u00edr\u00e1n\u00ed newsletteru<\/li><li>podstr\u00e1nka, na kterou se lid\u00e9 dostanou nap\u0159. po kliknut\u00ed na reklamn\u00ed banner apod.<\/li><li>podstr\u00e1nka s tla\u010d\u00edtkem <strong>ke sta\u017een\u00ed e-booku<\/strong><\/li><li>obecn\u011b r\u016fzn\u00e9 <strong>podstr\u00e1nky s v\u00fdzvami k akci<\/strong> (\u201eVypl\u0148te\u201c, \u201eKontaktujte n\u00e1s\u201c, \u201eSd\u00edlejte\u201c, \u201eVstupte\u201c, \u201eZjist\u011bte v\u00edce\u201c atp).<\/li><\/ul>\n\n\n\n<p>Od zp\u016fsobu pou\u017eit\u00ed se odv\u00edj\u00ed i um\u00edst\u011bn\u00ed t\u00e9to str\u00e1nky ve webov\u00e9 struktu\u0159e. Pokud jde t\u0159eba o speci\u00e1ln\u00ed nab\u00eddku jen pro odb\u011bratele e-mailov\u00e9ho zpravodaje nebo fanou\u0161ky na soci\u00e1ln\u00ed s\u00edti, je vhodn\u00e9 ji v b\u011b\u017en\u00e9 a viditeln\u00e9 navigaci <strong>skr\u00fdt<\/strong>, aby se k n\u00ed nemohli dostat u\u017eivatel\u00e9, pro kter\u00e9 uveden\u00e1 akce\/sleva\/zpr\u00e1va nen\u00ed ur\u010dena.<\/p>\n\n\n\n<p><\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Znaky kvalitn\u00ed landing page<\/h2>\n\n\n\n<ul class=\"wp-block-list\"><li>P\u0159ehlednost \u2013 dob\u0159e navr\u017een\u00e1 a sestaven\u00e1 landing page <strong>neobsahuje<\/strong> zbyte\u010dn\u011b moc informac\u00ed a je pro u\u017eivatele maxim\u00e1ln\u011b p\u0159\u00edstupn\u00e1 a vst\u0159ebateln\u00e1. U\u017e po prvn\u00edm prohl\u00e9dnut\u00ed by m\u011bl u\u017eivatel pochopit, o \u010dem str\u00e1nka je a co jej\u00edm prost\u0159ednictv\u00edm m\u016f\u017ee z\u00edskat. Nesm\u00ed proto chyb\u011bt <strong>nadpisy<\/strong> a <strong>podnadpisy<\/strong>, <strong>logick\u00e9 \u010dlen\u011bn\u00ed<\/strong> a prvky p\u0159isp\u00edvaj\u00edc\u00ed k co nejv\u011bt\u0161\u00ed <strong>p\u0159ehlednosti<\/strong>.<\/li><li>T\u00f3n komunikace \u2013 landing page mus\u00ed <strong>odpov\u00eddat<\/strong> publiku, kter\u00e9 m\u00e1 zas\u00e1hnout. M\u011bla by proto b\u00fdt vybudov\u00e1na \u201ena m\u00edru\u201c c\u00edlov\u00e9 skupin\u011b. A s t\u00edm souvis\u00ed i <strong>styl vyjad\u0159ov\u00e1n\u00ed<\/strong> nebo <strong>vizu\u00e1l<\/strong>.<\/li><li>Jasn\u011b ur\u010den\u00fd c\u00edl \u2013 str\u00e1nka by <strong>nem\u011bla<\/strong> \u201enutit\u201c u\u017eivatele k v\u00edce akc\u00edm. U\u017eivatel pak bude zmaten\u00fd a nakonec <strong>neud\u011bl\u00e1 nic<\/strong>. Pokud sm\u011bruje k objedn\u00e1vce nen\u00ed t\u0159eba vkl\u00e1dat dal\u0161\u00ed v\u00fdzvy typu \u201ePro dal\u0161\u00ed informace n\u00e1s kontaktujte\u201c apod.<\/li><li>Ak\u010dn\u00ed tla\u010d\u00edtko \u2013 velk\u00e9, hezk\u00e9 a s <strong>neodolateln\u00fdm CTA<\/strong>, takov\u00e9 by m\u011blo b\u00fdt tla\u010d\u00edtko (nebo tla\u010d\u00edtka) na landing page. Odkaz ukryt\u00fd jen v oby\u010dejn\u00e9m textu nikdy nezajist\u00ed tolik konverz\u00ed jako graficky zpracovan\u00e1 plocha, co p\u0159\u00edmo l\u00e1k\u00e1 ke kliknut\u00ed.<\/li><li>Skv\u011bl\u00e1 grafika a texty \u2013 zde je pot\u0159eba si nav\u00edc uv\u011bdomit, \u017ee landing page by m\u011bla <strong>korespondovat<\/strong> s&nbsp;m\u00edstem odkud se na ni n\u00e1v\u0161t\u011bvn\u00edci dostanou. T\u00fdk\u00e1 se to nejen jazykov\u00fdch prost\u0159edk\u016f a vyjad\u0159ov\u00e1n\u00ed, ale i vizu\u00e1lu v\u010detn\u011b barev nebo font\u016f.<\/li><\/ul>\n\n\n\n<p><\/p>\n\n\n\n<h2 class=\"wp-block-heading\">3 n\u00e1stroje pro hodnocen\u00ed va\u0161\u00ed landing page<\/h2>\n\n\n\n<p>Ne\u017e se dostaneme k tomu, jak by m\u011bla takov\u00e1 str\u00e1nka konkr\u00e9tn\u011b vypadat, pov\u00edme si n\u011bco o tom, jak zhodnotit n\u00e1vrh nebo ji\u017e n\u011bjakou vytvo\u0159enou landing page.&nbsp;<\/p>\n\n\n\n<p>K&nbsp;anal\u00fdze, \u017ee va\u0161e landing page d\u011bl\u00e1 to, co by m\u011bla, slou\u017e\u00ed n\u011bkolik n\u00e1stroj\u016f. Poj\u010fme si o nich \u0159\u00edci v\u00edce:<\/p>\n\n\n\n<p><\/p>\n\n\n\n<h3 class=\"wp-block-heading\">P\u011btisekundov\u00fd test<\/h3>\n\n\n\n<p>Vezm\u011bte n\u00e1hodn\u011b n\u011bkoho ze sv\u00fdch u\u017eivatel\u016f a prove\u010fte s n\u00edm p\u011btisekundov\u00fd test. Ten spo\u010d\u00edv\u00e1 v tom, \u017ee doty\u010dn\u00e9ho posad\u00edte p\u0159ed va\u0161i landing page a zobraz\u00edte mu ji na <strong>pouh\u00fdch 5 sekund<\/strong>.<\/p>\n\n\n\n<p>Pot\u00e9 n\u00e1sleduje s\u00e9rie ot\u00e1zek. Nap\u0159\u00edklad: zda v\u00ed, \u010d\u00edm se str\u00e1nka zab\u00fdv\u00e1, co si za on\u011bch 5 sekund zapamatoval, co ho nejv\u00edce zaujalo apod. Z\u00edsk\u00e1te tak pom\u011brn\u011b jasn\u00fd p\u0159ehled o prvn\u00edm dojmu z&nbsp;va\u0161\u00ed p\u0159ist\u00e1vac\u00ed str\u00e1nky. T\u00edmto zp\u016fsobem lze testovat i r\u016fzn\u00e9 headliny a dal\u0161\u00ed prvky.<\/p>\n\n\n\n<p>Pokud m\u00e1te str\u00e1nku v angli\u010dtin\u011b, m\u00e1te to o pon\u011bkud leh\u010d\u00ed. M\u016f\u017eete toti\u017e vyu\u017e\u00edt n\u00e1stroje (nap\u0159\u00edklad <a href=\"https:\/\/www.usabilitysciences.com\/\" target=\"_blank\" rel=\"noopener\">Usability.com<\/a>), do kter\u00e9ho pouze vlo\u017e\u00edte sv\u00e9 ot\u00e1zky. Ten je p\u0159edlo\u017e\u00ed sv\u00fdm u\u017eivatel\u016fm a v\u00e1m za\u0161le odpov\u011bdi. Velmi rychle tak z\u00edsk\u00e1te zaj\u00edmav\u00e1 data bez v\u011bt\u0161\u00ed n\u00e1mahy.<\/p>\n\n\n\n<p>Jde to v\u0161ak i bez softwaru, zkuste si v pr\u00e1ci odchytit na p\u00e1r minut <strong>kolegu<\/strong> \u010di <strong>kolegyni<\/strong>, <strong>\u010dlena rodiny <\/strong>nebo <strong>kamar\u00e1da<\/strong> a <strong>vyzkou\u0161ejte si test s nimi<\/strong>. D\u016fle\u017eit\u00e9 je, aby byli co <strong>nejm\u00e9n\u011b<\/strong> zainteresovan\u00ed do tvorby dan\u00e9 str\u00e1nky.<\/p>\n\n\n\n<p><\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Heatmapy<\/h3>\n\n\n\n<p>M\u00e1te ji\u017e landing page vytvo\u0159enou? Nasa\u010fte na ni <strong>heatmapy<\/strong> a vyhodnocujte, jestli u\u017eivatel\u00e9 klikaj\u00ed tam, kam maj\u00ed a jestli se dostanou tam, kam pot\u0159ebujete. M\u00e1te pouze na z\u00e1klad\u011b va\u0161eho wireframu n\u00e1vrh od grafika?<\/p>\n\n\n\n<p><\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" src=\"https:\/\/www.cernovsky.cz\/wp-content\/uploads\/2021\/07\/Cernovsky_landing_page_tipy_heatmap.jpg\" alt=\"Heatmapy jsou skv\u011bl\u00fdm n\u00e1strojem a doporu\u010duji ho vyu\u017e\u00edvat, maj\u00ed jedin\u00e9 \u00faskal\u00ed, a to m\u00e1lo dat. Pokud na va\u0161i LP chod\u00ed jednotky u\u017eivatel\u016f, pak v\u00e1m data moc ne\u0159eknou, pot\u0159ebujete alespo\u0148 stovky, sp\u00ed\u0161e tis\u00edce dat.\" class=\"wp-image-2079\"\/><figcaption>Heatmapy jsou skv\u011bl\u00fdm n\u00e1strojem pro zp\u011btnou vazbu chov\u00e1n\u00ed u\u017eivatel\u016f na va\u0161em webu<\/figcaption><\/figure>\n\n\n\n<p><\/p>\n\n\n\n<p>M\u016f\u017eete zkusit nap\u0159\u00edklad slu\u017eby <a href=\"https:\/\/www.eyequant.com\/\" target=\"_blank\" rel=\"noopener\">Eyequant.com<\/a> \u010di <a href=\"https:\/\/www.smartlook.com\/\" target=\"_blank\" rel=\"noopener\">Smatrlook.com<\/a>, kter\u00e9 simuluj\u00ed o\u010dn\u00ed kameru a dostanete tak p\u0159ehled, zda va\u0161e prvky dok\u00e1\u017e\u00ed upoutat pat\u0159i\u010dnou pozornost.&nbsp;<\/p>\n\n\n\n<p><\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Jasnost text\u016f<\/h3>\n\n\n\n<p>Svoji LP m\u016f\u017eete tak\u00e9 zhodnotit na z\u00e1klad\u011b jednotliv\u00fdch text\u016f. K tomu v\u00e1m poslou\u017e\u00ed nap\u0159\u00edklad <a class=\"rank-math-link\" href=\"https:\/\/www.liveworksheets.com\/\" target=\"_blank\" rel=\"noopener\">worksheet<\/a>, kam si vynesete pouze text jednotliv\u00fdch prvk\u016f, kter\u00fd si n\u00e1sledn\u011b obodujete tak, jak se text shoduje s c\u00edlem va\u0161\u00ed LP.<\/p>\n\n\n\n<p>D\u016fle\u017eit\u00e9 je, \u017ee kop\u00edrujete pouze text bez designu. D\u00edky tomu z\u00edsk\u00e1te na sv\u00e9 texty op\u011bt jin\u00fd n\u00e1hled.<\/p>\n\n\n\n<p><\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Ide\u00e1ln\u00ed n\u00e1vrh landing page<\/h2>\n\n\n\n<p>Kdy\u017e u\u017e v\u00edme, k&nbsp;\u010demu p\u0159ist\u00e1vac\u00ed str\u00e1nka slou\u017e\u00ed, p\u0159ipravil jsem si pro v\u00e1s mal\u00fd n\u00e1vrh ve <strong>t\u0159ech bodech<\/strong>, kter\u00fd v\u00e1m usnadn\u00ed takovou str\u00e1nku navrhnout.<\/p>\n\n\n\n<p><\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Logo a tagline<\/h3>\n\n\n\n<p>Pod\u00edv\u00e1me se na LP postupn\u011b odshora dol\u016f. Naho\u0159e m\u00e1me logo a tagline. Nab\u00edz\u00ed se jedin\u00e1 ot\u00e1zka, a to, zda prolinkov\u00e1vat logo p\u0159\u00edmo na v\u00e1\u0161 web \u010di nikoliv.<\/p>\n\n\n\n<p>Prolinkov\u00e1n\u00ed je skv\u011bl\u00e9 na webu, ov\u0161em <strong>na LP to m\u016f\u017ee b\u00fdt problematick\u00e9<\/strong>, a to z&nbsp;d\u016fvodu, \u017ee na\u0161\u00edm c\u00edlem je, aby u\u017eivatel provedl ur\u010ditou akci a tou by odchod z&nbsp;prvn\u00edho prvku str\u00e1nky b\u00fdt nem\u011bl.<\/p>\n\n\n\n<p>Dokonce bych v n\u011bkter\u00fdch p\u0159\u00edpadech zva\u017eoval logo ani tagline v hlavi\u010dce landing page nem\u00edt, ale um\u00edstit ho a\u017e do textu. V\u017edy z\u00e1le\u017e\u00ed na c\u00edlech konkr\u00e9tn\u00ed landing page.<\/p>\n\n\n\n<p><\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Subheadline<\/h3>\n\n\n\n<p>V horn\u00ed \u010d\u00e1sti str\u00e1nky bychom d\u00e1le m\u011bli m\u00edt headline a p\u0159\u00edpadn\u011b subheadline. D\u016fle\u017eit\u00e9 je, aby headline byl <strong>jasn\u00fd<\/strong> a <strong>srozumiteln\u00fd<\/strong> a bylo v n\u011bm opravdu to d\u016fle\u017eit\u00e9, co chcete potenci\u00e1ln\u00edmu z\u00e1kazn\u00edkovi sd\u011blit.<\/p>\n\n\n\n<p><\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Hero shot<\/h3>\n\n\n\n<p>Po t\u011bchto prvc\u00edch n\u00e1sleduje obvykle n\u011bjak\u00fd hero shot, co\u017e je <strong>p\u016fsobiv\u00fd obr\u00e1zek<\/strong> \u010di <strong>video<\/strong>. Zde je t\u0159eba vhodn\u011b volit. Nap\u0159\u00edklad takov\u00e9 obl\u00edben\u00e9 a \u00fasp\u011b\u0161n\u00e9 fotky z reklam, kde se n\u011bkdo na n\u011bco d\u00edv\u00e1, nemusej\u00ed b\u00fdt v tomto p\u0159\u00edpad\u011b ide\u00e1ln\u00ed a mohou p\u016fsobit ru\u0161iv\u011b.<\/p>\n\n\n\n<p>Pokud pou\u017e\u00edv\u00e1te video, nem\u011bli byste zapomenout na <strong>titulek videa<\/strong>, ten je toti\u017e n\u011bkolikan\u00e1sobn\u011b \u010dten\u011bj\u0161\u00ed ne\u017e zbytek textu. V t\u011bchto prvc\u00edch byste tak\u00e9 m\u011bli vhodn\u011b volit osoby, kter\u00e9 zde prezentujete.<\/p>\n\n\n\n<p>Lid\u00e9 z veden\u00ed firem (CEO, apod) nemusej\u00ed p\u016fsobit za v\u0161ech okolnost\u00ed zcela p\u0159esv\u011bd\u010div\u011b, proto\u017ee se od nich vzhledem k jejich postaven\u00ed o\u010dek\u00e1v\u00e1 jist\u00e1 nekriti\u010dnost.&nbsp;<\/p>\n\n\n\n<p><\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Obsah landing page<\/h2>\n\n\n\n<p>M\u00e1me-li hotovou hlavi\u010dku, dost\u00e1v\u00e1me se k samotn\u00e9mu obsahu str\u00e1nky. Ten mus\u00ed v prv\u00e9 \u0159ad\u011b jednozna\u010dn\u011b <strong>korespondovat<\/strong> nejen s c\u00edlem va\u0161\u00ed landing page, ale i zapadat do celkov\u00e9 komunika\u010dn\u00ed linie p\u0159\u00edchoz\u00edch kan\u00e1l\u016f.<\/p>\n\n\n\n<p>Nen\u00ed mo\u017en\u00e9 skrze kampan\u011b komunikovat <strong>jednu v\u011bc<\/strong> a na LP pak <strong>\u0159e\u0161it n\u011bco zcela jin\u00e9ho<\/strong>. U\u017eivatele zaj\u00edm\u00e1 informace o tom, skrze co se proklikli. Pakli\u017ee na LP tyto informace na prvn\u00ed pohled <strong>nenajdou<\/strong>, velmi rychle <strong>odch\u00e1zej\u00ed<\/strong> a t\u00edm p\u0159ich\u00e1z\u00edte o konverze.<\/p>\n\n\n\n<p><\/p>\n\n\n\n<h2 class=\"wp-block-heading\">V\u0161echny prvky mus\u00ed v\u00e9st k \u017e\u00e1dan\u00e9mu c\u00edli<\/h2>\n\n\n\n<p>Samoz\u0159ejm\u011b obsah str\u00e1nky netvo\u0159\u00ed pouze text, ale i r\u016fzn\u00e9 obr\u00e1zky, animace a odkazy. T\u011bmto v\u0161em prvk\u016fm je t\u0159eba v\u011bnovat zv\u00fd\u0161enou pozornost, aby <strong>nep\u016fsobily<\/strong> na u\u017eivatele ru\u0161iv\u011b a neodv\u00e1d\u011bly tak jejich pozornost od po\u017eadovan\u00e9ho c\u00edle landing page.<\/p>\n\n\n\n<p>I s prost\u00fdmi odkazy mus\u00edme nakl\u00e1dat s rozmyslem, abychom u\u017eivatele nezahltili milionem mo\u017enost\u00ed, kter\u00e9 m\u016f\u017ee na str\u00e1nce vykonat. P\u0159itom valn\u00e1 v\u011bt\u0161ina nen\u00ed \u017e\u00e1douc\u00ed a m\u016f\u017ee to m\u00edt sp\u00ed\u0161e opa\u010dn\u00fd v\u00fdznam, ne\u017e bychom r\u00e1di.<\/p>\n\n\n\n<p>Tento fakt naz\u00fdv\u00e1 <strong>attention-ratio<\/strong> (voln\u011b p\u0159elo\u017eeno jako pom\u011br pozornosti), kter\u00fd je definov\u00e1n jako mno\u017estv\u00ed akc\u00ed, kter\u00e9 na webu <strong>m\u016f\u017eu vykonat<\/strong>, a mno\u017estv\u00ed, kter\u00e9 bych <strong>m\u011bl vykonat<\/strong>. \u010c\u00edm je tento pom\u011br z logiky v\u011bci v\u011bt\u0161\u00ed, t\u00edm h\u016f\u0159e.<\/p>\n\n\n\n<p>M\u011bli bychom tedy <strong>odstranit v\u0161echny ru\u0161iv\u00e9 elementy<\/strong>, aby se u\u017eivatel mohl <strong>soust\u0159edit pouze na c\u00edl<\/strong>, kter\u00fd mus\u00edme m\u00edt dop\u0159edu velmi dob\u011b promy\u0161len\u00fd.<\/p>\n\n\n\n<p><\/p>\n\n\n\n<h2 class=\"wp-block-heading\">CTA mus\u00ed vypadat jako tla\u010d\u00edtko<\/h2>\n\n\n\n<p>Kdy\u017e u\u017e m\u00e1me hotov\u00fd obsah str\u00e1nky, dost\u00e1v\u00e1me se k v\u00fdzv\u011b k akci, call to action neboli CTA. Z\u00e1kladn\u00ed pravidlo zn\u00ed: <strong>M\u011bjte CTA a a\u0165 vypad\u00e1 jako tla\u010d\u00edtko<\/strong>! Nejhor\u0161\u00ed mo\u017enou variantou je tla\u010d\u00edtko, kter\u00e9 nejde poznat \u2013 tzv. <strong>ghost button<\/strong>, v&nbsp;takov\u00e9m p\u0159\u00edpad\u011b bude va\u0161e \u00fasp\u011b\u0161nost velmi miziv\u00e1<\/p>\n\n\n\n<p>U CTA berme v potaz i <strong>d\u00e9lku str\u00e1nky<\/strong>. M\u00e1me-li str\u00e1nku stra\u0161n\u011b dlouhou a CTA \u00fapln\u011b dole, s velkou pravd\u011bpodobnost\u00ed zna\u010dn\u00e9 procento n\u00e1v\u0161t\u011bvn\u00edk\u016f odpadne je\u0161t\u011b d\u0159\u00edve, ne\u017e se dol\u016f dostane. <strong>Dejte CTA nahoru<\/strong>. Dle obecn\u00fdch pou\u010dek je ide\u00e1ln\u00ed m\u00edsto mezi <strong>500 px<\/strong> a\u017e <strong>750 px<\/strong>.<\/p>\n\n\n\n<p><\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" src=\"https:\/\/www.cernovsky.cz\/wp-content\/uploads\/2021\/07\/Cernovsky_landing_page_tipy_tlacitko.jpg\" alt=\"Dob\u0159e zabarven\u00e9 tla\u010d\u00edtko na va\u0161\u00ed landing page, kter\u00e9 bude obsahovat spr\u00e1vn\u00e1 slova, m\u016f\u017ee b\u00fdt rozd\u00edl mezi \u00fasp\u011b\u0161nou landing page nebo ne\u00fasp\u011b\u0161nou landing page.\" class=\"wp-image-2080\"\/><figcaption>Dobr\u00e9 tla\u010d\u00edtko m\u016f\u017ee d\u011blat divy s va\u0161\u00ed landing page<\/figcaption><\/figure>\n\n\n\n<p><\/p>\n\n\n\n<p>U CTA je vhodn\u00e9 testovat i textovou kreativu, zda v\u0161e funguje tak, jak o\u010dek\u00e1v\u00e1te. P\u0159i testov\u00e1n\u00ed bylo jako varov\u00e1n\u00ed prezentov\u00e1n v\u00fdsledek z testu, kde se porovn\u00e1vala textace se slovem \u201ezdarma\u201c a bez.&nbsp;<\/p>\n\n\n\n<p>P\u0159ekvapiv\u011b se dosp\u011blo k z\u00e1v\u011bru, \u017ee dnes ji\u017e nen\u00ed slovo \u201ezdarma\u201c <strong>v\u0161emohouc\u00ed<\/strong> a lid\u00e9 ji\u017e nev\u011b\u0159\u00ed, \u017ee je n\u011bco opravdu zdarma.<\/p>\n\n\n\n<p>Jako mnohem zaj\u00edmav\u011bj\u0161\u00ed se osv\u011bd\u010dilo slovo \u201cproto\u017ee\u201d a u tla\u010d\u00edtek pak negativn\u00ed zn\u011bn\u00ed neprim\u00e1rn\u00edch tla\u010d\u00edtek (\u201cchci slevu\u201d x \u201cne, nechci u\u0161et\u0159it\u201d).<\/p>\n\n\n\n<p><\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Formul\u00e1\u0159<\/h2>\n\n\n\n<p>Na z\u00e1v\u011br se dost\u00e1v\u00e1me k formul\u00e1\u0159i. Zde je t\u0159eba zm\u00ednit zaj\u00edmavou statistiku z dat spole\u010dnosti <a class=\"rank-math-link\" href=\"https:\/\/unbounce.com\/\" target=\"_blank\" rel=\"noopener\">Unbounce<\/a>, dle kter\u00e9 funguje bu\u010f velmi <strong>mal\u00fd po\u010det<\/strong> formul\u00e1\u0159ov\u00fdch pol\u00ed (1-3) nebo naopak <strong>v\u00edce pol\u00ed<\/strong> (8-10).<\/p>\n\n\n\n<p><strong>Experimentujte<\/strong> s um\u00edst\u011bn\u00edm popisk\u016f pol\u00ed. Nejrychleji u\u017eivatel\u00e9 proch\u00e1zej\u00ed formul\u00e1\u0159e, kde jsou popisky nad poli. Dal\u0161\u00edmi variantami pak jsou <strong>popisky<\/strong> vlevo od pol\u00ed, zarovnan\u00e9 doleva nebo doprava.<\/p>\n\n\n\n<p><\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" src=\"https:\/\/www.cernovsky.cz\/wp-content\/uploads\/2021\/07\/Cernovsky_landing_page_tipy_ukazka_formulare.jpg\" alt=\"Formul\u00e1\u0159 na landing page nen\u00ed ide\u00e1ln\u00ed variantou, ale pokud jinak nejde, pak bych doporu\u010doval j\u00edt cestou krat\u0161\u00edho formul\u00e1\u0159e.\" class=\"wp-image-2081\"\/><figcaption>Rad\u011bji bych doporu\u010doval volit krat\u0161\u00ed formul\u00e1\u0159e<\/figcaption><\/figure>\n\n\n\n<p><\/p>\n\n\n\n<p>Potenci\u00e1ln\u011b problematick\u00fdm um\u00edst\u011bn\u00edm jsou popisky p\u0159\u00edmo v pol\u00edch. Formul\u00e1\u0159 vypad\u00e1 krat\u0161\u00ed, ale popisek obvykle zmiz\u00ed po kliknut\u00ed do pole a u\u017e jej nevid\u00edte.<\/p>\n\n\n\n<p>P\u0159ekvapiv\u011b hodn\u011b lid\u00ed je zejm\u00e9na ve sp\u011bchu schopn\u00e1 <strong>zapomenout<\/strong>, jak\u00e9 pole vlastn\u011b vypl\u0148uj\u00ed.<\/p>\n\n\n\n<p><\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Z\u00e1v\u011br<\/h2>\n\n\n\n<p>Pro spr\u00e1vn\u00e9 fungov\u00e1n\u00ed va\u0161\u00ed landing page je v&nbsp;prvn\u00ed \u0159ad\u011b d\u016fle\u017eit\u00e9 zn\u00e1t, za jak\u00fdm <strong>\u00fa\u010delem<\/strong> j\u00ed z\u0159izujte a <strong>p\u0159izp\u016fsobit<\/strong> jej\u00ed fungov\u00e1n\u00ed pr\u00e1v\u011b tomuto \u00fa\u010delu. Tvo\u0159te zaj\u00edmav\u00fd <strong>obsah<\/strong>, propracovan\u00fd <strong>marketing<\/strong>, pou\u017e\u00edvejte <strong>kvalitn\u00ed<\/strong> komunika\u010dn\u00ed kan\u00e1ly a je ot\u00e1zka \u010dasu, \u017ee si v\u00e1s nov\u00ed z\u00e1kazn\u00edci brzy naleznou.&nbsp;&nbsp;<\/p>\n\n\n\n<p>Denn\u011b sd\u00edl\u00edm hodnotn\u00e9 tipy na sv\u016fj <a href=\"https:\/\/www.linkedin.com\/in\/cernovsky\/\" target=\"_blank\" rel=\"noopener\">LinkedIn<\/a> profil. Na <a href=\"https:\/\/www.instagram.com\/cernovskycz\/\" target=\"_blank\" rel=\"noopener\">Instagramu<\/a> najdete i st\u0159\u00edpky z m\u00e9ho osobn\u00edho \u017eivota, tak kdyby se v\u00e1m st\u00fdskalo, m\u016f\u017eete mrknout i tam.<\/p>\n\n\n\n<p>M\u011bjte se konverzn\u011b!<\/p>\n\n\n\n<p>Jo a pokud nev\u00edte, kdo jsem, v\u00edce se dozv\u00edte na str\u00e1nce <a href=\"https:\/\/www.cernovsky.cz\/muj-pribeh\/\">M\u016fj p\u0159\u00edb\u011bh<\/a>, m\u00e9 hodnoty naleznete na str\u00e1nce <a href=\"https:\/\/www.cernovsky.cz\/me-hodnoty\/\">M\u00e9 hodnoty<\/a> a m\u00e9 slu\u017eby najdete <a href=\"https:\/\/www.cernovsky.cz\/sluzby\/\">zde<\/a>. Tak zase n\u011bkdy p\u0159\u00ed\u0161t\u011b!<\/p>\n\n\n\n<p><\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Zdroje<\/h2>\n\n\n\n<p><a href=\"https:\/\/pixabay.com\/\" target=\"_blank\" rel=\"noopener\">https:\/\/pixabay.com\/<\/a><\/p>\n\n\n\n<p><a href=\"https:\/\/marketingexamples.com\" target=\"_blank\" rel=\"noopener\">https:\/\/marketingexamples.com<\/a><\/p>\n\n\n\n<p><a href=\"https:\/\/unbounce.com\" target=\"_blank\" rel=\"noopener\">https:\/\/unbounce.com<\/a><\/p>\n\n\n\n<p><\/p>\n\n\n\n<p><\/p>\n\n\n\n<p><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Landing page je jako ob\u00e1lka \u010dasopisu. Kdy\u017e si v&nbsp;trafice vyb\u00edr\u00e1me, co budeme o v\u00edkendu \u010d\u00edst, tak je to pr\u00e1v\u011b p\u0159ebal, kter\u00fd zpravidla rozhoduje o na\u0161\u00ed volb\u011b. Poj\u010fme se tedy spole\u010dn\u011b pod\u00edvat na to, jak by takov\u00fd \u201ep\u0159ebal\u201c va\u0161\u00ed online prezentace m\u011bl vypadat a z\u00edskejme spole\u010dn\u011b nov\u00e9 z\u00e1kazn\u00edky. Co je landing page? Anglick\u00fd term\u00edn landing page [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":5639,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[12],"tags":[48,49],"class_list":["post-2077","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-weby-e-shopy","tag-landing-page","tag-web"],"acf":[],"_links":{"self":[{"href":"https:\/\/www.cernovsky.cz\/en\/wp-json\/wp\/v2\/posts\/2077","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.cernovsky.cz\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.cernovsky.cz\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.cernovsky.cz\/en\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.cernovsky.cz\/en\/wp-json\/wp\/v2\/comments?post=2077"}],"version-history":[{"count":2,"href":"https:\/\/www.cernovsky.cz\/en\/wp-json\/wp\/v2\/posts\/2077\/revisions"}],"predecessor-version":[{"id":5640,"href":"https:\/\/www.cernovsky.cz\/en\/wp-json\/wp\/v2\/posts\/2077\/revisions\/5640"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.cernovsky.cz\/en\/wp-json\/wp\/v2\/media\/5639"}],"wp:attachment":[{"href":"https:\/\/www.cernovsky.cz\/en\/wp-json\/wp\/v2\/media?parent=2077"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.cernovsky.cz\/en\/wp-json\/wp\/v2\/categories?post=2077"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.cernovsky.cz\/en\/wp-json\/wp\/v2\/tags?post=2077"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}