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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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Optimising usability of e-shop Vivantis.cz
Rozhoň, Filip ; Novák, Michal (advisor) ; Přibil, Jiří (referee)
The thesis in theoretical part explains the importance of optimizing usability for e-shops and describes the whole process optimization with a focus on user testing and A/B testing. Each of optimization methods is supplemented by examples from case studies. In the practical part thesis is focused on optimizing usability of specific e-shop Vivantis.cz. It shows the practical application of optimization methods with the emphasis on user testing and A/B testing.
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Computer tools for customer acquisition
Terletska, Svitlana ; Topolová, Ivana (advisor) ; Koubalíková, Jitka (referee)
Based on real company and real data the aim of this work is to establish computer tools that are most effective for new customers acquisition. CRM system has been used as a tool to determine the results and calculate the sales funnel of the company. This bachelor work is focused on theoretical and practical processing issues. Conclusion contains a summary of the work and the author's recommendations for the company.
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Zvýšení míry konverze u webu pro prodej služeb lidem hledajícím práci
Fencl, Martin
FENCL, Martin. Web based services' conversion rate improvement. Brno, 2015. 155 s. Diploma thesis. Mendelova univerzita v Brně, Provozně ekonomická fa-kulta. Thesis supervisor Ing. Naděžda Chalupová, Ph.D. This thesis is focused at topic of conversion rate improvements in web based services for people seeking jobs. Theoretical basis required for planning of mar-keting research, user testing, implementation of improvements of the service and A/B testing are summarised in chapters 2, 3, 4 and 5 while following chap-ters document practical research, which lead to identification of factors that positively affect conversation rate.
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Analysis of the E-Commerce Website and Realization of Chosen Recommendations
Kulich, Petr ; Stříteský, Václav (advisor) ; Štědroň, Bohumír (referee)
The aim of this thesis consists of defining a set of recommendations that should lead to more successful e-commerce website of EuroCup Agency s.r.o. The aim also consists of creating a schedule of their realization, setting of the complete realization goals and realizing of the recommendations that belong to the first phase. The thesis is based on theoretical presentation of possible steps that could be realized for improving e-shops' successfulness, and on extensive analysis of the monitored e-commerce website. This analysis is focused on the company's market, target segments and competitors, company's sales, offline conversion rate, statistics measured by Google Analytics tool, and usability of the e-commerce website.
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Optimalizace obchodní výkonnosti webu pomocí A/B testování
Pařízek, Michal ; Raška, Ondřej (advisor) ; Tichý, Jan (referee)
The goal of this Master's thesis is to explain the importance of the Conversion Rate Optimization (CRO) at today's E-commerce market share. A lot of people in Czech Republic confuse this term with more popular and similar term: Search Engine Optimization (SEO). The CRO focuses on the particular website and its ability to meet the business goals. The goal of the CRO is to improve the website and its conversion rates for acceptable costs. The ROI is important here. The CRO is a broad topic so I focus only on one part -- A/B Testing. This technique is based on showing different variations of a specific web page to the users. They are divided among these variations. Each part can see different variation. In the result we can see which variation was the best in meeting the business goals. The goal of this Master's thesis is to thoroughly introduce this technique and the tool which is perfectly suitable for that -- Google Website Optimizer. It is free and worldwide known and used. This Master's thesis is divided into several main chapters. In the introduction I describe few marketing models that are closely related to the CRO. Then I focus on the CRO, A/B Testing and Google Website Optimizer. In the last chapter you can find a case study full of practical examples. So far there are only a few resources about CRO in the Czech language. That also demonstrates the fact, that the CRO is not much popular in Czech Republic so far. On the contrary in the USA or Western Europe these techniques are commonly used. Not only big companies like Google or Amazon.com, but even small businesses use the techniques of CRO and can profit from it. I think it is only the matter of time it becomes more popular also in the Czech Republic. Therefore I believe a lot of people find my Master's thesis very useful.
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Možnosti zvýšení komerční úspěšnosti webové prezentace Reiseagentur Drexler
Hrkal, Marek ; Stříteský, Václav (advisor)
Práce se zabývá možnostmi zvýšení komerční úspěšnosti webové prezentace cestovní agentury Drexler. Aplikovány jsou nástroje on-line marketingu, které mají za cíl zvýšit návštěvnost a konverzní poměr webu. Práce teoreticky rozebírá a následně prakticky aplikuje kontextovou PPC reklamu i optimalizaci pro vyhledávače (SEO). Prostor je věnován také klíčovým faktorům ovlivňujícím konverzní charakteristiku webové prezentace.
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