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Use of qualitative user behavior data in web analytics
 Repetný, Michael ; Stříteský, Václav (advisor) ; Jašek, Pavel (referee)
This thesis covers main aspects of web analytics and use of qualitative data in better decision making processes. It describes the importance of web analytics, alternative tools for data collection and their utilization. The problem to be solved is the low number of online orders on the website. Selected problem is being solved by implementation of analytical program Zeerat and subsequent analysis of traffic drop-off at each step of ordering process, click heatmap of the problematic page and responses from the online survey. Based on the results of analysis, an alternative version is suggested. The introduction of a new version resulted in increasing bookings by 107 %. The main goal of this thesis is the introduction and comparison of feedback gathering methods and subsequent application of selected approaches in practice to specific project in order to increase website's business performance.
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