{"id":12502,"date":"2025-10-31T09:44:47","date_gmt":"2025-10-31T09:44:47","guid":{"rendered":"https:\/\/dstudio.consulting\/?p=12502"},"modified":"2025-10-31T10:02:07","modified_gmt":"2025-10-31T10:02:07","slug":"povecajte-e-postno-bazo-in-zmanjsajte-nalozbe-v-placano-oglasevanje","status":"publish","type":"post","link":"https:\/\/dstudio.consulting\/sl\/maximize-email-database-and-minimize-investment-in-paid-advertising\/","title":{"rendered":"Pove\u010dajte e-po\u0161tno bazo kontaktov in zmanj\u0161ajte nalo\u017ebe v pla\u010dano ogla\u0161evanje"},"content":{"rendered":"<div class=\"wp-block-cover alignfull\" style=\"min-height:400px;aspect-ratio:unset;\"><span aria-hidden=\"true\" class=\"wp-block-cover__background has-background-dim-100 has-background-dim has-background-gradient\" style=\"background:linear-gradient(90deg,rgb(144,28,88) 0%,rgb(2,17,105) 70%)\"><\/span><div class=\"wp-block-cover__inner-container is-layout-constrained wp-block-cover-is-layout-constrained\">\n<div style=\"height:90px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div class=\"wp-block-columns hpcolumn is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\">\n<h1 class=\"wp-block-heading has-white-color has-text-color\">Pove\u010dajte e-po\u0161tno bazo kontaktov in zmanj\u0161ajte nalo\u017ebe v pla\u010dano ogla\u0161evanje<\/h1>\n\n\n\n<h2 class=\"wp-block-heading\"><strong><strong><strong>Kdo je bil naro\u010dnik?<\/strong><\/strong><\/strong><\/h2>\n\n\n\n<p>Zalo\u017eba Primus d.o.o., za spletno stran <a href=\"https:\/\/www.primus.si\/\" target=\"_blank\" rel=\"noreferrer noopener\"><mark style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-base-3-color\">Primus.si<\/mark><\/a>, namenjeno spletni prodaji in zalo\u017eni\u0161tvu knjig.<\/p>\n\n\n\n<p>Primus je zalo\u017eba skrbno izbranih knjig na podro\u010dju osebne rasti, duhovnosti, medosebnih odnosov, izobra\u017eevanja, naravnih metod zdravljenja in kakovostne literature. Vedno poskrbijo, da so njihove knjige dobro prevedene, lektorirane in privla\u010dno oblikovane.<\/p>\n\n\n\n<p>Njihov namen je navdihniti bralca k notranjim spremembam, ljube\u010de in celostno skrbeti zase ter izbolj\u0161ati \u017eivljenjske okoli\u0161\u010dine, da bi la\u017eje hodil po svoji edinstveni poti in razvil vse svoje ustvarjalne sposobnosti.<\/p>\n\n\n\n<p>Zalo\u017eni\u0161ki program Primus se vsako leto bogati in zvesto bodo sledili svojemu poslanstvu tudi v prihodnosti.<\/p>\n\n\n\n<div class=\"wp-block-buttons is-layout-flex wp-block-buttons-is-layout-flex\">\n<div class=\"wp-block-button\"><a class=\"wp-block-button__link has-global-color-9-color has-white-background-color has-text-color has-background wp-element-button\" href=\"#contact\"><strong>ZA\u010cNITE TUKAJ<\/strong><\/a><\/div>\n<\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\">\n<figure class=\"wp-block-gallery aligncenter has-nested-images columns-default is-cropped wp-block-gallery-1 is-layout-flex wp-block-gallery-is-layout-flex\">\n<figure class=\"wp-block-image size-full is-style-default\"><img fetchpriority=\"high\" decoding=\"async\" width=\"800\" height=\"600\" data-id=\"12504\" src=\"https:\/\/dstudio.consulting\/wp-content\/uploads\/2025\/09\/Maximize-email-database-and-minimize-investment-in-paid-advertising-1.png\" alt=\"\" class=\"wp-image-12504\" srcset=\"https:\/\/dstudio.consulting\/wp-content\/uploads\/2025\/09\/Maximize-email-database-and-minimize-investment-in-paid-advertising-1.png 800w, https:\/\/dstudio.consulting\/wp-content\/uploads\/2025\/09\/Maximize-email-database-and-minimize-investment-in-paid-advertising-1-300x225.png 300w, https:\/\/dstudio.consulting\/wp-content\/uploads\/2025\/09\/Maximize-email-database-and-minimize-investment-in-paid-advertising-1-768x576.png 768w, https:\/\/dstudio.consulting\/wp-content\/uploads\/2025\/09\/Maximize-email-database-and-minimize-investment-in-paid-advertising-1-16x12.png 16w\" sizes=\"(max-width: 800px) 100vw, 800px\" \/><\/figure>\n<\/figure>\n<\/div>\n<\/div>\n\n\n\n<div style=\"height:70px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n<\/div><\/div>\n\n\n\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading has-text-align-center\"><strong>Kdo sta bili vodji projekta?<\/strong><\/h2>\n\n\n\n<p>To zahtevno nalogo je vodila in izvedla <a href=\"https:\/\/dstudio.consulting\/sl\/o-nas\/\">ekipa D-Studio Consulting<\/a> , sestavljena iz dveh izku\u0161enih strokovnjakov za marketing:<\/p>\n\n\n\n<p><strong>Matej \u017deleznik,<\/strong>&nbsp;specialist za digitalni marketing z ve\u010d kot 10-letnimi izku\u0161njami.<\/p>\n\n\n\n<p><strong>Uro\u0161 Vidali,&nbsp;<\/strong>strokovnjak za digitalni marketing z ve\u010d kot 10 letnimi izku\u0161njami.<\/p>\n\n\n\n<p>Matej in Uro\u0161 sta zdru\u017eila svoje izku\u0161nje in znanje, da bi iz naro\u010dnikovega prora\u010duna iztisnila maksimum in ustvarila bazo, ki popolnoma ustreza poslovnim potrebam naro\u010dnika.<\/p>\n\n\n\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading has-text-align-center\"><strong>Kak\u0161en je bil izziv?<\/strong><\/h2>\n\n\n\n<p>Glavni izziv je bila \u017eelja naro\u010dnika, da si zgradi lasten neodvisen ogla\u0161evalski kanal (bazo) in hkrati zmanj\u0161a nalo\u017ebe v pla\u010dano ogla\u0161evanje (Google in Facebook oglasi).<\/p>\n\n\n\n<p>Dodatni izziv pa je bil ni\u0161ni trg - ZALO\u017dNI\u0160TVO IN PRODAJA KNJIG - kjer se popusti redko uporabljajo kot orodje za pospe\u0161evanje prodaje. Po drugi strani pa imajo veliko verodostojne in privla\u010dne vsebine, ki so jo \u017eeleli izpostaviti oz. izkoristiti.<\/p>\n\n\n\n<p>Kot omenjeno, je naro\u010dnik \u017ee izvajal dolo\u010dene aktivnosti pri gradnji baze kontaktov (<a href=\"https:\/\/dstudio.consulting\/sl\/vodilni-gen\/\">Generiranje potencialnih strank<\/a>). Glavni cilj naro\u010dnika je bil pove\u010dati bazo kontaktov z deljenjem zanimive in verodostojne vsebine.<\/p>\n\n\n\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading has-text-align-center\"><strong>Kak\u0161en je bil cilj?<\/strong><\/h2>\n\n\n\n<p>Glavni cilj projekta je bil deliti kakovostno vsebino s strankami z namenom pove\u010danja baze e-po\u0161tnih kontaktov za najmanj 3.000 novih kontaktov v roku 3 mesecev. Hkrati pa tudi izkoristiti pla\u010dano ogla\u0161evanje, zlasti za obiskovalce spletne trgovine, ki niso opravili nakupa.<\/p>\n\n\n\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div class=\"wp-block-cover alignfull is-light\" style=\"min-height:902px;aspect-ratio:unset;\"><span aria-hidden=\"true\" class=\"wp-block-cover__background has-background-dim-100 has-background-dim\" style=\"background-color:#f1f1f1\"><\/span><div class=\"wp-block-cover__inner-container is-layout-constrained wp-block-cover-is-layout-constrained\">\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading has-text-align-center\" style=\"font-size:40px\"><strong><strong><mark style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-global-color-9-color\">Kako smo to izvedli?<\/mark><\/strong><\/strong><\/h2>\n\n\n\n<div class=\"wp-block-columns hpcolumn is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\">\n<p>Za maksimizacijo baze e-naslovov smo projekt razdelili na 4 klju\u010dne faze:<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>FAZA I \u2013 Dolo\u010ditev klju\u010dnih kazalnikov uspe\u0161nosti (KPI)<\/strong><\/h3>\n\n\n\n<p>Po temeljiti analizi z naro\u010dnikom smo se najprej dogovorili za optimizacijo naslednjih KPI-jev:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Stopnja konverzije leadov<\/strong><\/li>\n<\/ul>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>\u0160tevilo leadov (e-naslovi)<\/strong><\/li>\n<\/ul>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Stopnja odprtih e-po\u0161tnih sporo\u010dil (OR)&nbsp;<\/strong><\/li>\n<\/ul>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Razmerje med prikazi in kliki (CTR) e-po\u0161tnih sporo\u010dil<\/strong><\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>FAZA II \u2013 Fokus ponudbe<\/strong><\/h3>\n\n\n\n<p>Naro\u010dnik je \u017eelel pove\u010dati prodajo v naslednjih treh kategorijah:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Duhovnost<\/strong><\/li>\n<\/ul>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Zdravo \u017eivljenje<\/strong><\/li>\n<\/ul>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Manj poznane knjige&nbsp;<\/strong><\/li>\n<\/ul>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\"><div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img decoding=\"async\" width=\"800\" height=\"600\" src=\"https:\/\/dstudio.consulting\/wp-content\/uploads\/2025\/09\/The-project-was-split-into-4-key-stages.png\" alt=\"\" class=\"wp-image-12505\" srcset=\"https:\/\/dstudio.consulting\/wp-content\/uploads\/2025\/09\/The-project-was-split-into-4-key-stages.png 800w, https:\/\/dstudio.consulting\/wp-content\/uploads\/2025\/09\/The-project-was-split-into-4-key-stages-300x225.png 300w, https:\/\/dstudio.consulting\/wp-content\/uploads\/2025\/09\/The-project-was-split-into-4-key-stages-768x576.png 768w, https:\/\/dstudio.consulting\/wp-content\/uploads\/2025\/09\/The-project-was-split-into-4-key-stages-16x12.png 16w\" sizes=\"(max-width: 800px) 100vw, 800px\" \/><\/figure>\n<\/div><\/div>\n<\/div>\n\n\n\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n<\/div><\/div>\n\n\n\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>FAZA III \u2013 Akcijski na\u010drt<\/strong><\/h3>\n\n\n\n<p>Kot stro\u0161kovno u\u010dinkovito re\u0161itev smo predlagali sistem za zajem leadov neposredno na njihovi spletni trgovini.<\/p>\n\n\n\n<p>Sistem bi na proaktiven na\u010din motiviral obiskovalce, ki \u0161e niso pripravljeni na nakup, da naredijo naslednji korak in se prijavijo na e-novice (Opt-in). Za to nismo dodajali nobenih novih sistemov ali storitev - le optimizirali in maksimalno izkoristili obstoje\u010de (<a href=\"https:\/\/www.mailerlite.com\/a\/qa3npcenvv\" target=\"_blank\" rel=\"noreferrer noopener\">Mailer Lite<\/a>).<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>FAZA IV \u2013 Izvedba<\/strong><\/h3>\n\n\n\n<p>Vzpostavili smo inteligentni prodajni lijak za tri fokusne storitve naro\u010dnika, za\u010den\u0161i s spletno doma\u010do stranjo.<\/p>\n\n\n\n<p>Strategija za vsako storitev je imela 5 korakov:<\/p>\n\n\n\n<h4 class=\"wp-block-heading\"><strong>1. Google Ads optimizacija<\/strong><\/h4>\n\n\n\n<p>Optimizacija pla\u010dljivega ogla\u0161evanja, ki na spletno stran naro\u010dnika pripelje najustreznej\u0161e obiskovalce (Google Ads).<\/p>\n\n\n\n<h4 class=\"wp-block-heading\"><strong>2. Optimizacija pristajalne strani (1. faza)<\/strong><\/h4>\n\n\n\n<p>Posameznik klikne na oglas, ki ga preusmeri na doma\u010do stran trgovine.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\"><strong>3. Optimizacija pristajalne strani (2. faza)<\/strong><\/h4>\n\n\n\n<p>Po nekaj sekundah se odpre pojavno okno, ki vas vabi, da po e-po\u0161ti prejmete ustreznej\u0161e informacije. Z brezpla\u010dno e-knjigo smo motivirali posameznika, da odda svoje podatke.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\"><strong>4. Samodejno zahvalno e-sporo\u010dilo<\/strong><\/h4>\n\n\n\n<p>Po oddaji je posameznik samodejno prejel zahvalno e-po\u0161tno sporo\u010dilo, skupaj z brezpla\u010dno knjigo. V tem primeru smo se odlo\u010dili izklju\u010dno za SMS po\u0161iljanje, zaradi bolj\u0161e dostave.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\"><strong>5. Samodejna sekvenca e-sporo\u010dil<\/strong><\/h4>\n\n\n\n<p>Avtomatizacija je vklju\u010devala 4 nadaljnja e-sporo\u010dila:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Avtoriteta - vsebine za pove\u010danje kredibilnosti<\/strong><\/li>\n<\/ul>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Gradnja odnosa - vsebine za povezovanje s stranko<\/strong><\/li>\n<\/ul>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Prilo\u017enost - prodajne vsebine<\/strong><\/li>\n<\/ul>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Vrednost - dodana vrednost za bralca<\/strong><\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading has-text-align-center\"><strong>Kak\u0161ni so bili rezultati?<\/strong><\/h2>\n\n\n\n<p>V treh mesecih smo uspe\u0161no pove\u010dali bazo e-naslovov in zmanj\u0161ali nalo\u017ebe v pla\u010dano ogla\u0161evanje. Ne samo, da smo pove\u010dali \u0161tevilo novih kontaktov za 3.355, temve\u010d smo zagotovili, da gre za kakovostne kontakte - ljudje, ki so se prijavili zaradi pristnega interesa za vsebino.<\/p>\n\n\n\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading has-text-align-center\"><strong>Zaklju\u010dek<\/strong><\/h2>\n\n\n\n<p>Dejstvo je, da je pla\u010dano ogla\u0161evanje vse dra\u017eje, hkrati pa ima slab\u0161o u\u010dinkovitost.<\/p>\n\n\n\n<p>Statisti\u010dno gledano le do 2 % obiskovalcev opravi nakup, ostalih 98 % pa zapusti spletno stran brez kakr\u0161nekoli akcije.<\/p>\n\n\n\n<p>Z avtomatizacijo e-po\u0161te sku\u0161amo \u201cujeti\u201d vse te obiskovalce, ki bi sicer od\u0161li praznih rok.<\/p>\n\n\n\n<p>E-po\u0161tna avtomatizacija je eden izmed najcenej\u0161ih in najbolj izpopolnjenih na\u010dinov za gradnjo izjemno kakovostne baze kontaktov. Potrebnega pa je ve\u010d \u010dasa za pridobivanje kontaktov. Klju\u010dni poudarek tega procesa je kakovost pred kvantiteto.<\/p>\n\n\n\n<p><strong>Menite, da bi lahko to strategijo uporabili tudi v va\u0161em podjetju? Vas zanima ve\u010dja baza kontaktov brez ve\u010danja prora\u010duna za ogla\u0161evanje?<\/strong> <strong><a href=\"https:\/\/dstudio.consulting\/sl\/kontakt\/\">Kontaktirajte nas tukaj za ve\u010d informacij o tej re\u0161itvi.<\/a>.<\/strong><\/p>","protected":false},"excerpt":{"rendered":"<p>Kdo so bili vodje projekta? To zahtevno nalogo je vodila in izvedla ekipa D-Studio Consulting, sestavljena iz dveh izku\u0161enih tr\u017enikov: Mateja \u017deleznika, specialista za tr\u017eenje \u2026 <\/p>\n<p class=\"read-more-container\"><a title=\"Pove\u010dajte e-po\u0161tno bazo kontaktov in zmanj\u0161ajte nalo\u017ebe v pla\u010dano ogla\u0161evanje\" class=\"read-more button\" href=\"https:\/\/dstudio.consulting\/sl\/maximize-email-database-and-minimize-investment-in-paid-advertising\/#more-12502\" aria-label=\"Preberite ve\u010d o pove\u010danju e-po\u0161tne baze podatkov in zmanj\u0161anju nalo\u017eb v pla\u010dano ogla\u0161evanje\">Preberi ve\u010d<\/a><\/p>","protected":false},"author":6,"featured_media":12616,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_uag_custom_page_level_css":"","footnotes":""},"categories":[6],"tags":[],"class_list":["post-12502","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-case-studies","generate-columns","tablet-grid-50","mobile-grid-100","grid-parent","grid-50"],"uagb_featured_image_src":{"full":["https:\/\/dstudio.consulting\/wp-content\/uploads\/2025\/09\/Maximize-email-database-and-minimize-investment-in-paid-advertising-WordPress-image.png",1200,628,false],"thumbnail":["https:\/\/dstudio.consulting\/wp-content\/uploads\/2025\/09\/Maximize-email-database-and-minimize-investment-in-paid-advertising-WordPress-image-150x150.png",150,150,true],"medium":["https:\/\/dstudio.consulting\/wp-content\/uploads\/2025\/09\/Maximize-email-database-and-minimize-investment-in-paid-advertising-WordPress-image-300x157.png",300,157,true],"medium_large":["https:\/\/dstudio.consulting\/wp-content\/uploads\/2025\/09\/Maximize-email-database-and-minimize-investment-in-paid-advertising-WordPress-image-768x402.png",768,402,true],"large":["https:\/\/dstudio.consulting\/wp-content\/uploads\/2025\/09\/Maximize-email-database-and-minimize-investment-in-paid-advertising-WordPress-image-1024x536.png",1024,536,true],"1536x1536":["https:\/\/dstudio.consulting\/wp-content\/uploads\/2025\/09\/Maximize-email-database-and-minimize-investment-in-paid-advertising-WordPress-image.png",1200,628,false],"2048x2048":["https:\/\/dstudio.consulting\/wp-content\/uploads\/2025\/09\/Maximize-email-database-and-minimize-investment-in-paid-advertising-WordPress-image.png",1200,628,false],"trp-custom-language-flag":["https:\/\/dstudio.consulting\/wp-content\/uploads\/2025\/09\/Maximize-email-database-and-minimize-investment-in-paid-advertising-WordPress-image-18x9.png",18,9,true],"crp_thumbnail":["https:\/\/dstudio.consulting\/wp-content\/uploads\/2025\/09\/Maximize-email-database-and-minimize-investment-in-paid-advertising-WordPress-image-220x220.png",220,220,true]},"uagb_author_info":{"display_name":"Castorina Ortiz","author_link":"https:\/\/dstudio.consulting\/sl\/author\/katty\/"},"uagb_comment_info":0,"uagb_excerpt":"Who were the project managers? This challenging task was led and executed by a D-Studio Consulting team of two experienced marketers: Matej \u017deleznik,&nbsp;a marketing specialist ... Read more","_links":{"self":[{"href":"https:\/\/dstudio.consulting\/sl\/wp-json\/wp\/v2\/posts\/12502","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/dstudio.consulting\/sl\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/dstudio.consulting\/sl\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/dstudio.consulting\/sl\/wp-json\/wp\/v2\/users\/6"}],"replies":[{"embeddable":true,"href":"https:\/\/dstudio.consulting\/sl\/wp-json\/wp\/v2\/comments?post=12502"}],"version-history":[{"count":7,"href":"https:\/\/dstudio.consulting\/sl\/wp-json\/wp\/v2\/posts\/12502\/revisions"}],"predecessor-version":[{"id":12627,"href":"https:\/\/dstudio.consulting\/sl\/wp-json\/wp\/v2\/posts\/12502\/revisions\/12627"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/dstudio.consulting\/sl\/wp-json\/wp\/v2\/media\/12616"}],"wp:attachment":[{"href":"https:\/\/dstudio.consulting\/sl\/wp-json\/wp\/v2\/media?parent=12502"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dstudio.consulting\/sl\/wp-json\/wp\/v2\/categories?post=12502"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dstudio.consulting\/sl\/wp-json\/wp\/v2\/tags?post=12502"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}