AOMU — Marketing Funnel Strategy

E-commerce transakcni funnel | AOV ~830 CZK | Duben 2026

Funnel Diagram

Cesta zakaznika od prvniho kontaktu po opakovanou konverzi

TOFU — Awareness

IG organic, Meta prospecting, SEO blog, Pinterest

↓ engagement / klik

MOFU — Consideration

Meta retargeting, Google Search/Shopping, Welcome series, Kviz

↓ add to cart

BOFU — Conversion

Dynamic remarketing, Abandoned cart, Google RLSA, Sklik

↓ nakup

RET — Retention

Post-purchase, Replenishment, Win-back, VIP, Referral

Klicove Insights

Co data rikaji a co s tim udelame

Vidime45,5 % trzeb organicky
ZnamenaSilny brand, lide hledaji AOMU
ProtoPaid = rozsireni dosahu, ne primarni zdroj
VidimeEmail 3,5 % trzeb pri CR 12,8 %
ZnamenaNejvyssi CR kanal je podvyuzity
ProtoKlaviyo = priorita #1, cil 15-20 %
VidimeIG organic 273K rev, CR 4 %
ZnamenaKomunita konvertuje lepe nez paid
ProtoIG organic = strategicky kanal
VidimeDirect 1,6M (28,6 %)
ZnamenaZakaznici se vraci
ProtoSystematizovat retention (referral, VIP)
VidimePredchozi 8,6M spend, ROAS 1,2x
ZnamenaStrategie „nalij penize“ nefunguje
ProtoOrganic-first + surgical paid
VidimeTikTok + Vogue ROAS pod 1x
ZnamenaNeprinaseji navratnost
ProtoVypnout, presunout budget
VidimeSpotrebni produkt (inhalatory)
ZnamenaPrirozeny repeat cycle
ProtoReplenishment flow = kriticky (25-30 dni)

Email Flows

Kliknutim rozbalite detail kazdeho flow

Welcome Series

5 emailu / 10 dni ↓
IhnedSleva 10 %
+2 dnyEdukace
+4 dnyProduct finder
+7 dniSocial proof
+10 dniUrgence

Abandoned Cart

3 emaily ↓
+1 hReminder
+24 hSocial proof
+48 hIncentiva (doprava zdarma)

Browse Abandonment

2 emaily ↓
+2 h„Zaujal vas?“
+24 hDoporuceni

Post-Purchase

5 emailu / 21 dni ↓
IhnedPotvrzeni
+3 dnyNavod
+7 dniCheck-in
+10 dniReview request
+14 dniCross-sell

Replenishment

2 emaily ↓
Den 25Reminder
+5 dniUrgence

Win-back

3 emaily ↓
Den 60Novinky
+7 dni15 % sleva
+14 dniPosledni sance

VIP

2 emaily ↓
Ihned po tieruGratulace
+3 dnyEarly access

Kanalova Matice

Vsechny kanaly podle faze funnelu

FazeKanalTyp cileniTyp sdeleniPriorita
TOFUIG organicSiroka audienceEdukace, lifestyleVysoka
TOFUMeta prospectingLookalike, zajmyProblem/reseni, videoStredni
TOFUPinterestKeyword + zajmyVizualni inspiraceNizka
TOFUSEO blogInformacni dotazyEdukacni clankyVysoka
TOFUYouTubeSiroka audienceHow-to, recenzeNizka
MOFUMeta retargetingWeb visitorsBenefity, social proofVysoka
MOFUGoogle SearchBrandove + generickeUSP, hodnoceniVysoka
MOFUGoogle ShoppingProduktove dotazyCena, obrazekVysoka
MOFUWelcome seriesNovy subscriberEdukace + slevaVysoka
MOFUKvizNerozhodnutiPersonalizaceStredni
BOFUMeta DPAATC, viewedDynamicky remarketingVysoka
BOFUGoogle transactionalNakupni intentCena, akceVysoka
BOFUAbandoned cartNedokonceny nakupReminder + incentivaVysoka
BOFUBrowse abandonmentProhlizejiciDoporuceniStredni
BOFUSklikCZ searchBrand + genericStredni
BOFUExit popupOdchazejiciLast-minute nabidkaStredni
RETPost-purchaseNovy zakaznikOnboarding, cross-sellVysoka
RETReplenishmentDen 25-30Pripominky doplneniVysoka
RETWin-back60+ dni neaktivniNovinky, slevaStredni
RETVIPTop zakazniciExkluzivita, early accessStredni
RETIG komunitaExistujici zakazniciEngagement, UGCVysoka
RETReferralSpokojeni zakazniciDoporuc a ziskejStredni

Implementacni Roadmapa

Postupna implementace podle priority a zavislosti

Faze 1

Tyden 1-2

  • Abandoned Cart flow
  • Welcome Series
  • Email pop-up

Faze 2

Tyden 2-4

  • Post-Purchase flow
  • Browse Abandonment
  • Replenishment flow
  • Meta restrukturalizace

Faze 3

Mesic 2-3

  • Win-back flow
  • VIP program
  • Kviz
  • Referral program
  • SEO content

Faze 4

Mesic 3-6

  • On-site optimalizace
  • Pinterest
  • A/B testy
  • Rozsireni flows