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CESTA
ZA PŘEDPLATITELEM
•
JAK VYUŽÍT REDESIGN
Nezjednodušujeme
psaní,
zjednodušeme
cestu ke čtení.
Cesta  za předplatitelem Respektu aneb Jak využít redesign
3
2 4
ROZSAH PROJEKTU
▸ Web Respekt.cz
▸ Aplikace pro mobilní zařízení
▸ E-shop
VÝCHOZÍ STAV
▸ Web 8 let bez výrazné změny
▸ Prehistorický redakční systém
▸ (Ne)podpora mobilních zařízení
▸ Improvizovaná mob. verze
▸ Chybějící Android app
POZICE NA TRHU
▸ Roste důležitost digitálu
▸ 15 % předplatitelů
▸ Už ne jen Early Adopters
▸ Umíme konvertovat lidi, ale

potřebujeme jich oslovit víc
▸ Archiv na webu (migrace)
▸ Chceme dál růst, ALE technologie nás začíná brzdit
AUDITOVANÉ DIGITÁLNÍ PŘEDPLATNÉ
Početks
0
4500
9000
13500
18000
Měsíc/Rok
7/201110/20111/2012
4/2012
7/201210/20121/2013
4/2013
7/201310/20131/2014
4/2014
7/201410/20141/2015
4/2015
Reflex Respekt Týden
VÝVOJ PŘEDPLATNÉHO TIŠTĚNÝCH TÝDENÍKŮ
Početks
11000
14000
17000
20000
Měsíc/Rok
1/20085/20089/20081/20095/20099/20091/20105/20109/20101/20115/20119/20111/20125/20129/20121/20135/20139/20131/20145/20149/20141/20155/2015
Reflex Respekt Týden
JAK NA TO?
▸ Zahraniční časopisy řeší cestu za čtenáři přes web.To je
dobré i pro Respekt, protože…
▸ Mladí čtenáři (naše nejrychleji rostoucí cílová skupina)
▸ Máme výraznou odezvu na sociálních sítích 

(40 % návštěvnosti)
▸ Rádi využívají technologie
▸ Máme silný brand
▸ Jsme jiní
RESPEKT DIGITAL 2015
▸ Responzivní web
▸ Nový design
▸ Otevřené CMS Wordpress
▸ Provázání volného a
placeného obsahu
▸ Nový design e-shopu
▸ Redesign aplikací + Android
▸ Jeden centrální zdroj dat
VÝBĚR DODAVATELŮ + ANALÝZA
▸ Externí dodavatelé
▸ Průběžná zpětná vazba čtenářů
▸ Dotazníkové šetření (3350 odpovědí)
▸ Uživatelský test aplikací
▸ Inspirace
▸ Restrukturalizace
▸ Tématické okruhy / Printové
rubriky / Vydání (speciály) / Tagy
REKLAMA
▸ Sjednocení reklamních pozic v
rámci vydavatelství
▸ Minimalizace zásahů do textu
▸ Výnosy vs. použitelnost
▸ Responzivnost reklamy
▸ AdBlock
APLIKACE
▸ Nově pro Android zařízení
▸ Provázání s webem - centrální databáze
▸ Testování na lidech
▸ Amazon Kindle
▸ Audioverze
▸ Změna obchodní strategie - balíčky
E-SHOP
PŘÍCHODY DO E-SHOPU
PŘED ZMĚNOU
PLÁN
PO ZMĚNĚ
0 % 0,65 % 1,3 %
KONVERZNÍ POMĚR
PŘED ZMĚNOU
PLÁN
PO ZMĚNĚ
0 % 2 % 4 % 6 % 8 %
JEDNOTLIVÁ VYDÁNÍ
▸ Náhrada SMS za články
▸ Představení celého čísla
▸ Lepší konverze
Početks
30
%
45
%
NEPODCEŇUJTE
E-MAILING
NEPŘECEŇUJTE
DISKUZE
Cesta  za předplatitelem Respektu aneb Jak využít redesign
MNĚ UŽ ÚPLNĚ CHYBĚLO TAKOVÝ
TO SPOUŠTĚCÍ NADŠENÍ… NEBÝT
VČEREJŠKA, TAK SI NOVEJ
RESPEKT NEZAŽIL NOČNÍ AKCI :-P
Vítek Ježek, manGoweb
Cesta  za předplatitelem Respektu aneb Jak využít redesign

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Cesta za předplatitelem Respektu aneb Jak využít redesign