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Using A/B testing and multivariate testing to increase web profitability
 Pajskr, Josef ; Sklenák, Vilém (advisor) ; Benda, Lukáš (referee)
This text concerns methods of parallel quantitative testing of web pages in order to increase their profitability. These methods bring new possibilities and overcome drawbacks of their ancestors. This work deals in detail with preparation, execution and result evaluations of quantitative tests. In chapters concerning test preparation this text describes the right technique of hypothesis formulation and selection of method for their verification. Text continues with description of tools available for conducting quantitative testing. Following chapters contain set of best practices and suggestions for successful testing. In its practical part, the text proves benefits of these methods by results interpretation of two successful tests conducted on a real e-commerce project and corporate website. Practical part also describes technical aspects of conducted tests in detail.
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2 Pajskr, Jaroslav
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