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A/B testování efektivity reklam DEJSIVINO.CZ na Facebooku v Covidovém Lockdownu.

3. 08. 2021
A/B testování efektivity reklam DEJSIVINO.CZ na Facebooku v Covidovém Lockdownu.

V Covidové době význam on–line prodeje zboží ještě narůstá a pro některé obchodníky je tento způsob zároveň jediným možným. Přístup, důvěra a vztah vinařů k prodeji v on–line prostředí byl velmi vlažný. Jejich obvyklý argument byl, že je prodej vín přes internet nezajímá, protože veškeré vyrobené víno prodají do restaurací nebo jak se říká „ze sklepa“. Až celosvětová pandemie COVID-19 přinutila mnohé z nich přehodnotit svůj přístup a začít se aktivně zajímat o prodej vín přes internet a sociální sítě. Především v posledních měsících zaznamenáváme velký nárůst v komunikaci přes sociální sítě a zcela nový trend on–line degustací. Je zde opodstatněný předpoklad, že po ukončení pandemie už se předchozí stav nevrátí, protože si vinaři uvědomili možnosti a sílu prodeje vín on–line. Většina z nich si přiznala nezbytnost prodeje vín přes internet, protože se pro ně stal jediným prodejním kanálem, když byly uzavřeny restaurace a hotely a investovali peníze do vytvoření vlastních webových stránek a e–shopů.

V období od 22. 2. 2021 do 7. 3. 2021 probíhaly dvě testovací kampaně na Facebooku pod profilem “dejsivino.cz”. Obě kampaně porovnávaly dvě odlišná sdělení formou A/B testu. Účelem kampaně bylo ověřit “Návštěvnost”. Cílem bylo přivést uživatele, kterého reklamní post zaujme, na webové stránky Dejsivino.cz. Ve frameworku STDC můžeme tento účel zařadit do fáze THINK, tedy zvažování, kdy bychom v lidech měli vzbudit zájem o další informace o produktech e-shopu Dejsivino.cz.        

Optimalizace kampaně pro doručování reklam byla zvolena jako “Kliknutí na odkaz”. Pro využití účelu “Konverze” a možnosti optimalizace doručování reklam na konverze jsme měli příliš málo dat, aby nastavení fungovalo správně, proto byla zvolena zmíněná varianta, která se ukázala jako nejvhodnější cesta.

První kampaň v A/B testu

 Kampaň probíhala v termínu 22. – 28. 2. 2021. Porovnávala dvě kreativy a sdělení. První kreativa “A” byla zaměřena více obecně, s cílem informovat uživatele o možnosti on–line nákupu vín, která jsou pečlivě vybraná a kvalitní, druhá kreativa “B” se týkala tématu “suchý únor”, navázání na jeho brzký konec a doplnění zásob vína.

Cílení bylo zvoleno shodné pro obě kampaně, a to:
– Česká republika,
– věk 30 – 55 let,
– muži i ženy,
– zájmy týkající se vína.



(Tab. 1 Výsledky 1. kampaně)
Zdroj: Vlastní tvorba 

Obě kampaně zasáhly celkem 50 508 uživatelů (metrika Dosah) ve frekvenci 2,4 zobrazení na uživatele, celkem se reklama uživatelům zobrazila 122 058x. Kampaně vygenerovaly 529 prokliků na web (metrika kliknutí na odkaz) a 1370 interakcí s příspěvkem (metrika Kliknutí (vše) = kliknutí na odkaz, kliknutí související s profilem stránky firmy nebo profilovým obrázkem, reakce na příspěvek, jako jsou “To se mi líbí” nebo “Super”, komentáře nebo sdílení, kliknutí pro zobrazení médií, např. fotek, atd.) za investovanou částku 7000 Kč.

Obě kreativy měly velmi podobnou míru prokliku, 0,43 % (kreativa A) a 0,44 % (kreativa B). I když kreativa A přivedla o něco více prokliků na web, konkrétně 273 v porovnání s 256 prokliky u kreativy B, jako úspěšnější považuji kreativu B, se kterou uživatelé interagovali daleko více v rámci interakce s příspěvkem (metrika Kliknutí (vše) = kliknutí na odkaz, kliknutí související s profilem stránky firmy nebo profilovým obrázkem, reakce na příspěvek, jako jsou “To se mi líbí” nebo “Super”, komentáře nebo sdílení, kliknutí pro zobrazení médií, např. fotek, atd.), míra interakce byla u kreativy B 1,56 % v porovnání s kreativou A, která měla míru interakce pouze 0,73 %. 




(Tab. 2 Výsledky interakce 1. kampaně)
Zdroj: vlastní tvorba

Na první pohled je tato skutečnost vidět i vzhledem k počtu “To se mi líbí”, sdílení a komentářů u příspěvků. Dle dat tedy můžeme zhodnotit, že uživatelé více reagují na příspěvky s konkrétní tématikou. V tomto případě končící “suchý únor” a výzvu k akci “Kdo se těší na víno?”, která byla uvedena v titulku příspěvku.

 Kreativa je vždy subjektivní, každopádně mohl mít vliv i obrázek, kdy u kreativy A je patrnější použití fotografie z fotobanky a ne každá žena se ztotožňuje s černovláskou na obrázku, oproti použité fotografii na kreativě B, která je přirozenější.


Druhá kampaň v A/B testu

Druhá kampaň je znovu cílená napůl tematicky, napůl obecně. Tentokrát byla ještě více specifikována, kreativa A na téma „Doprava zdarma po celé Praze“ a kreativa B byla opět obecnější, s informací o dopravě zdarma pouze v popisku, který není tak výrazný. Vzhledem k uživatelsky příjemnějšímu zobrazení webu na PC oproti mobilním zařízením, byla tato kampaň cílena pouze na uživatele PC, geograficky pouze na Prahu, kde je, dle Google Analytics historicky nejvíce nakupujících na e–shopu Dejsivino.cz.



(Tab. 3 Výsledky interakce 2. kampaně)
Zdroj: vlastní tvorba

Obě kampaně zasáhly celkem 25 392 uživatelů (metrika Dosah) ve frekvenci dvě zobrazení na uživatele, celkem se reklama uživatelům zobrazila 50 217x. Kampaně vygenerovaly 174 prokliků na web (metrika kliknutí na odkaz) a 206 interakcí s příspěvkem (metrika Kliknutí (vše) = kliknutí na odkaz, kliknutí související s profilem stránky firmy nebo profilovým obrázkem, reakce na příspěvek, jako jsou “To se mi líbí” nebo “Super”, komentáře nebo sdílení, kliknutí pro zobrazení médií, např. fotek, atd.) za investovanou částku 7 000 Kč.



(Tab. 4 Výsledky interakce 1. kampaně)
Zdroj: vlastní tvorba


Dle mého subjektivního hodnocení, v dnešním světě sociálních sítí, kdy si potřebujeme získat pozornost uživatelů v několika vteřinách, je jistě nejdůležitější vzhled inzerátu. Při použití fotografie je zřejmě zrovna ta hlavním prvkem, co poutá první pozornost, a proto by měla být něčím zajímavá.  Na sociální sítě se chodí lidé především bavit a fotka modelky s vínem z fotobanky pravděpodobně uživatele příliš nezaujala.

Pozitivně bych vyhodnotil reklamní kampaň na „suchý únor“. Tato reklama vzbudila u uživatelů zájem, sdílení a vyvolávala většinou pozitivní diskusi a hodnocení. Negenerovala sice konverze a zisk, ale tvořila pozitivní image e–shopu a to je při budování značky velice důležité.

Obě kampaně lze po finanční stránce vyhodnotit jako ne příliš úspěšné. Investice 21 tisíc korun se v konverzích neprojevila. Celkově lze tedy zhodnotit, že je výhodnější zvolit tematickou kampaň, která v akviziční fázi zaujme více. Obecná kampaň je vhodnější pro fázi SEE, dle frameworku STDC (SEE + THINK + DO + CARE).

Navrhovat komunikační strategii v době onemocnění Covid-19 je poměrně složité. Do úspěšných reklamních a komunikačních kampaní je obvykle nutné investovat nemalé finanční prostředky, které ovšem v tuto dobu společnost Dejsivino, s.r.o. potřebuje pro udržení provozu a pro nákup zboží u svých vinařů. Prioritou je zachování dobré pověsti nejen u klientů, ale i u výrobců a dovozců vín a zachovat si dobrou platební morálku. Je všeobecně známo, že trh s vínem pandemie postihla poměrně silně a situace se jen tak rychle nezlepší.

Pokud by byla aktuální situace v oboru jiná doporučoval bych dlouhodobé investice v menších částkách do reklamních kampaní na Instagramu a Facebooku, aby se e–shop Dejsivino.cz dostal více do povědomí. Tyto kampaně by mohly být spuštěny souběžně například se soutěžemi o vína. Tím bychom mohli docílit vetší aktivity a interakce na sociálních sítích a nalákat nové potenciální klienty. 

Bc. Tomáš Pelikán, jednatel Dejsivino.cz
Markéta Lukášová, PPC specialistka a dlouholetá spolupracovnice Dejsivino.cz
Kamil Povolný, grafik a dlouholetý spolupracovník Dejsivino.cz


PODĚKOVÁNÍ za odborné vedení při psaní článku: Mgr. Ing. Martinu Prokešovi, Ph. D. , Ing. Michaele Lasotové, Mgr. Evě Maxové




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