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Effective A/B and Multivariate Testing in the Global Market Environment
Janů, Tomáš ; Gála, Libor (advisor) ; Seman, Vladimír (referee)
Thesis is focused on online content testing for the purpose of optimizing the performance of business and information channels in a global environment, i.e. where visitors come from different countries. This diversity causes different behavior of visitors, for example as the American perception of the content is entirely different from the Brazilian and French. Different perceptions and consumer behavior is caused by a different national culture in these countries. Therefore it is necessary or appropriate to test content for the purpose of optimizing on the local level. The simplest option is obviously to run the same test for each country separately. But that is extremely difficult in practice because of the duration of the test and human resources needed for test design, implementation, and evaluation. Therefore the aim of this thesis is to suggest modification of the general method used for testing the online content that will be sufficient for testing on the local level and will take cultural differences of each country into account, but yet also will be effective in terms of time and human resources consumption. Currently there isn't any publicly documented method which would cover this issue. The key of this modification is the segmentation of countries into groups based on similar national culture. Therefore the value of national culture has to be identified in some way and for this purpose it is possible to use model of the Dutch Professor Geert Hofstede, who identified six dimensions of national culture for each country and assigned them values. The benefit of this thesis is described modification of the testing method which is particularly suitable for companies operating on the global market or multiple markets simultaneously. This method, if it's used properly, is able to deliver growth of revenue while simultaneously reducing the consumption of human resources.
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Website optimization
Snížek, Martin ; Raška, Ondřej (advisor) ; Tichý, Jan (referee)
This work's topic is conversion rate optimization (CRO) -- activity, that leads to better business and website results, higher company income, through detailed knowledge of website visitors' behaviour and psychology and consecutive website adjustments. Conversion optimization's goal isn't getting more visitors to the website, it only focuses on unlocking maximum commercial potential of them -- orders, leads or other goals. The main purpose of this work is to summarize this newly developing topic complexly, as one of the first works in Czech, and demonstrating conversion rate optimization potential on a practical example. The work consists of following parts: - What is conversion rate optimization -- which disciplines and areas it comprises, the optimization process, pros and cons of optimization and redesign and more basic information on conversion rate optimization. - Some of conversion rate methods: * Multivariate and A/B testing -- what it is, how it is done, technological solutions, best practices. * Web analytics -- what it comprises, what functions it takes, what are the technological solutions and their pros and cons, web analytics implementation. * User testing -- how to do it properly. * Personas and user scenarios -- what they are and how to use them. - Case study about conversion optimization of the website Kentico.com -- utilization of described methods on a practical example including the results of optimization.
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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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