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Percepce a využití fotografií pro marketingové účely na sociálních sítích
Marečková, Lucie
This diploma thesis is focused on the perception and utilization of a photography connected with visual materials used for a marketing communication on social sites. Thanks to applying the researches of an eye tracking, in-depth interview and questionnaire survey were identified the factors that have an effect on a consumer and have influence on his perception and preferences. The attention was paid mainly to the effect of a coloured photography in comparison with a black and white picture, to the effect of a visualization of a bigger space on the photography in comparison with the detail view, to the effect of different number of people in the photography, and to a different depth of field in the photography. By the analysis of all these factors was achieved the main goal of this thesis that is the proposal of appropriate recommendations regarding the marketing communication on social sites when using photographs. These recommendations were suggested mainly for energy drinks sector.
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Vliv obalů a etiket na nákupní chování spotřebitelů na trhu s jogurty
Doležalová, Markéta
DOLEŽALOVÁ, M. The influence of packaging and label on consumer´ purchasing behaviour on the youghurt market. 2017. 111 s. Master thesis. Brno: Mendel University, Faculty of Business and Economics. Thesis supervisor: Ing. Veronika Antošová, Ph.D. The master thesis deals with consumer behaviour of young people (students aged 20 to 25) on the youghurt market. Emphasis is placed on the impact of packaging and labels in the use of marketing research, especially eyetracking observations and in-depth interviews. The output of the thesis is a draft recommendation for packaging and labeling in this sector.
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Nativní reklama na sociálních sítích
Latináková, Klára
LATINÁKOVÁ KLÁRA. Native advertising on social networks. Brno, 2019. Bachelor‘s thesis. Mendel University in Brno. Faculty of Bussiness and Economics. Thesis supervisor Ing. Stanislav Mokrý, Ph.D. This bachelor’s thesis deals with the subject of comparing native and banner advertising on social networks. The thesis used eye-tracking technology and depth interviews to research how the users of social networks perceive advertising on Facebook. The results, obtained by eye-tracking and by depth interviews, were statistically evaluated and were compared with previous researches on similar topics. This comparison is summed up in the Conclusion part.
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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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Website Optimization and Evaluation of its Results
Kroužek, Jiří ; Kincl, Tomáš (advisor) ; Novák, Michal (referee)
This thesis deals with conversion rate optimization and evaluation of its results. Thesis introduces and compares conversion rate optimization options -- web analytics, heatmaps, user testing and A/B testing. The practical part consists conversion rate optimization of Faculty of Management website and quantification its results.
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A/B Testing and its use for Conversion Rate Optimization
Makoš, Michal ; Stříteský, Václav (advisor) ; Pešek, Ondřej (referee)
The main topic of this bachelor thesis is a conversion rate optimization and A/B testing. The theoretical part covers both topics and proposes possible steps to follow when using them. The thesis also describes the tools which are needed for successful conversion rate optimization. The aim of the practical part is to identify the impact of individual elements on conversion rate and find those with positive impact. At the same time, the thesis aspires to formulate recommendations for increasing conversion rate and business performance. The research was conducted by undertaking A/B tests and its analysis.
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Personalization of the Website Content
Šatera, Ondřej ; Mittner, Jan (advisor) ; Buchalcevová, Alena (referee)
This work focuses on web personalization, its advantages for users and merchants. Presents current standards in this field, analyzes theoretical background and technical realization. Finally describes application of the theory on actual web projects - Skrz.cz and Drakkaria.cz. Main benefit of this work is a complete overview of the web personalization and general manual for personalization implementators.
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Increasing business performance of website
Knopp, Filip ; Šebesta, Michal (advisor) ; Pařízek, Michal (referee)
This thesis deals with the improving of website business performance through the optimization with a focus on user experience. Its concern is not how to accumulate more traffic to the website but rather how to motivate website users, persuade and help them achieve desired goals. The aim is to introduce the concept of User Experience (UX) and Conversion Optimization (CRO). Further on, to suggest a general process of the website optimization focused on user experience and to apply this procedure in a case study. The contribution of this thesis is to link the UX/CRO concepts that provide users with a positive brand experience and allow organizations a sustainable competitive advantage, differentiation and higher marketing ROI.
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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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A/B testing and its usage in e-shops
Pilík, Tomáš ; Jandoš, Jaroslav (advisor) ; Šebesta, Michal (referee)
This thesis deals with methods of testing usability of web applications with emphasis on A/B testing in context of e-shops in Czech Republic. The introductory part sums up an overview of most frequently used testing methods. It con-centrates on basic characteristics and the way of theirs execution. After stating details about A/B testing the main attention is turned to its further application. The main part of thesis focuses on particular aspects of method A/B testing and describes a decisive process about investment into this testing method. Last but not least the brief general manual facilitating the execution of A/B test of project to an amateur is included. This part is usable mainly for e-shop operator. Accenting the importance of testing projects and detailed description of one of appropriate methods including provision of instructions on its practical use is the main contribution of this thesis.
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