The purpose of this study is to explore how good User Experience (UX) in web design leads to increased possibilities for conversion rate. By using specific design elements and applying them with a UX perspective on the web design for Aller Media's new recipe site Stowe, high conversion rates would be expected. As a member of the Stowe project group, I have developed different sketches. Theoretical basis for this has been literature with a focus on conversion optimization, UX and web design. Based on that, I have created the design for several web pages of the Stowe site using the graphic design software Sketch. Accordingly, my part was to decide how different design elements could be used to improve the possibilities of high conversion and offer good UX, and also how this could be implemented into factual design. In so doing I have followed the process of web design from beginning to end. The result of this was an in detail sketch of Stowe's landing page, an onboarding flow and sketches of several different Stowe pages, some of which were a collection page and a recipe page. / Syftet med denna studie är att utforska hur man men hjälp av bra användarupplevelse (UX) skapa webbdesign med ett konverteringsperspektiv. Genom att applicera UX på specifika designelement i webbdesignen för Aller Medias nya recepttjänst Stowe förväntas vissa konverteringsmål nås. Som medlem i Stowe's projektgrupp har jag analyserat och gjort efterforskningar och utifrån dessa skapat olika skisser. Litteratur som behandlar konverteringsoptimering, UX och webbdesign har utgjort den teoretiska basen för studien. Utifrån det har jag sedan skapat design för flertalet olika sidor för Stowe's hemsida i programmet Sketch. Således var min roll att avgöra hur olika designelement kunde användas för att skapa förutsättningar för konvertering och erbjuda bra UX samt att implementera detta i faktisk design. På så sätt har jag följt processen för webbdesignen från början. Resultatet blev en detaljerad skiss av Stowe's landningssida, ett onboarding flow samt flera olika sidor till tjänstens hemsida, där ibland receptsida och samlingssida.

This thesis examined the question “What barriers are preventing Swedish companies from performing a structured conversion rate optimization process?”. As the purpose is to obtain an understanding of what is preventing companies from successfully execute conversion rate optimization (CRO). Given that CRO is an important part in most digital marketing activities. And despite increase in budget and importance in marketing, resource constraint continues to be the biggest obstacle.  The method employed to investigate this question was qualitative interviews with participants who worked with websites in seven different companies. An analysis was carried out, estimating the participating companies’ level of knowledge, overall structure, what to prioritize and current obstacles. It was established that the interviewees had several different areas of concern with regards to conversion rate optimization. Limited time, budget, priorities, knowledge, ownership, structured approach and interpreting data, were all treated in the analysis. A discussion was carried out to argument the definition of “biggest” barrier, as some barriers were more common than others but easier to overcome. Overall, these obstacles could all be traced back to barriers as prioritization, structure and ownership. The conclusion was that companies must have a more structured working process within the area of conversion rate optimization in order for this practice to be prioritized as a substantial part of companies online marketing activities. / Denna uppsats har undersökt frågan "Vilka hinder hindrar svenska företag från att genomföra en strukturerad konverteringsoptimerings process?". Med syfte att få en förståelse för vad som hindrar företagen att utföra konverteringsoptimering (CRO). Då CRO är en viktig del i de flesta digitala marknadsaktiviteter. Och trots ökad budget och kunskap inom marknadsföring är resursbegränsningen fortfarande det största hindret. Metoden som användes för att undersöka denna fråga var kvalitativa intervjuer med deltagare som arbetade med webbplatser inom sju olika företag. En analys genomfördes, som tog upp företags kunskapsnivå, övergripande struktur, prioriteringar och nuvarande hinder. Det fastställdes att intervjuarna hade flera olika problemområden med avseende om konverteringsoptimering. Begränsad tid, budget, prioriteringar, kunskap, ägandeskap, strukturerat abetsflöde och tolkning av data, behandlades alla i analysen. En diskussion gjordes för att argumentera för definitionen av "största" barriären, eftersom vissa hinder var vanligare än andra men lättare att övervinna. Sammantaget kan dessa hinder alltså spåras tillbaka till hinder som prioritering, struktur och ägande. Slutsatsen var att företagen måste ha en mer strukturerad arbetsprocess inom området för konverteringsoptimering för att denna disciplin ska prioriteras som en väsentlig del av företagets marknadsföringsaktiviteter online.

Digital marketing involves several channels that represent important touchpoints across the customer journey which SMEs must prioritize and invest in effectively. However, SMEs can struggle with limited resources of time, budget and knowledge which makes successful implementation of digital marketing and conversion rate optimization difficult. The challenges are even more severe when adding information overload to the context and how this affects consumers behavior along the increasingly complex nature of the customer journey. Thereby, the purpose of this study is to explore what Swedish SMEs should prioritize when it comes to digital marketing touchpoints to increase conversions, especially emphasizing how consumers’ behaviors may be affected by information overload across the customer journey. This was carried out by using a qualitative approach with an exploratory nature and by conducting in-depth interviews with consumers and experts in the digital marketing field. The main findings of this study suggest that online advertising, SEO, social media, web pages and customer reviews are of highest priority for SMEs to increase conversions. Further, information overload has a significant role in the customer journey in terms of large quantities of information, wrong characteristics, information disorganization, complex task and process parameters and lacking quality of content. Lastly, information overload is also shown as a conflict between marketers and consumers.

This study uses the mindset of Bryan Eisenbergs four behavior types (Competitive, Spontaneous, Humanistic, and Methodical), to in- crease the conversion rate and the user experience while shopping online. Traditional retailers, i.e physical stores, are not a priority anymore and a challenge for an e-commerce site is to maintain a relationship to the customer online. The mindset of the four be- havior types is aimed to be used to target the universe of buyers. This mindset and theory will be applied to a CRO-design process, where the focus is to increase the conversion rate optimization of a website. An extensive literature study, an analysis phase, user tests and a questionnaire were used to decide whether this concept is worth using as a part of the process or not. The results indicate that the concept of the four behavior types can be used to target the audience. The thesis states that the concept could be used as a general foundation to further develop this mindset.

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.

This topic of this work is web analytics and customer knowledge methods that help small and medium sized businesses for decision support and are intended to yield higher e-commerce results. The main purpose of this thesis is to design and verify possible uses of advanced web analytics methods in a customer-oriented small business. The theoretical part conducts research into the current state of the web analytics industry. The conditions of small and medium enterprises are described and suitable web analytics tools are compared. Several web analytics maturity models are discussed. The practical part of the thesis states specific recommendations obtained from the pilot project for the company Baushop s.r.o. The project consists of a business analysis and use of analytics tools for optimizing internet campaigns and improving customer service. Specific data analysis methods are discussed and all supportive data are provided.

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.

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.

For an e-commerce business to grow, there are many ways one could try to improve the business in order to gain greater reach and increase sales. One of the main goals of such businesses is to convert as many visitors as possible into customers. Even though many e-commerce businesses already have web analytics tools installed, e-merchants find difficulty in identifying where to start optimizing, what data to extract from analysis reports, and how to make use of such data in order to produce a successful design that will increase the conversion rate. The purpose of this thesis is to (without spending resources on marketing-related factors) guide companies to find a low cost and efficient way to increase the conversion rate by creating well-thought-through designs based on analytic data, qualitative research, and human-computer interaction principles. Google Analytics, a web analytics tool, was used in identifying high-valued pages to optimize and to identify demographics/target groups, while qualitative e-commerce related research was used to shape design-proposal hypotheses. This, along with two A/B tests conducted using Optimizely, is the basis for the guidelines and conclusions. The results of both A/B tests showed an increase in conversions with designs highlighting: evidence of a secure shopping environment, incentives that will attract visitors to buy, and by removing auxiliary navigation elements at the check-out page. The evaluation of the results and its statistical significance was done using both Optimizely’s statistical engine and null hypothesis testing. The increases in conversions were not statistically significant per Optimizely; however, they were significant using traditional statistics. In conclusion, using metrics such as high exit-rates combined with many page views and high revenue-generating pages will allow e-merchants to identify where to start their optimization process. Furthermore, to know what valuable data needs to be extracted, one should seek the data that needs to be inserted into HCI concepts, such as personas and scenarios. This, along with qualitative research allows designers to create well-thought out design-proposals that will potentially lead to an increased conversion rate. / För att få en e-handelsbutik att växa finns det många arbetsområden man kan försöka förbättra för att nå ut till fler samt öka försäljning. Ett av huvudmålen för dessa butiker är att konvertera så många besökare till kunder som möjligt på sin hemsida. Även om många e-handelsbutiker redan har webbanalytiska redskap till sitt förfogande, har många tjänsteleverantörer svårigheter med att fastställa var på hemsidan det skall optimeras, vilken data som ska hämtas från analysrapporter, och hur man använder sig av dessa data för att skapa en lyckad design som kommer öka konverteringsgraden. Syftet med avhandlingen är att, utan marknadsföringsrelaterade investeringar, vägleda företag till billiga och effektiva sätt att öka konverteringsgraden. Detta ska uppfyllas genom att skapa väl genomtänkta designer grundade på analytisk data, kvalitativ forskning, samt människa-datorinteraktions principer. Webbanalysverktyget Google Analytics användes för att identifiera högt värderade sidor att optimera och demografier/målgrupper medan kvalitativ e-handels-relaterad forskning användes för att forma hypoteser kring designförslagen. Detta, tillsammans med två A/B tester som genomfördes med hjälp av Optimizely, är grunden till riktlinjerna och slutsatserna. Resultaten från båda testerna visade en ökning i konverteringar med designer som framhäver; övertygande eller bevis för en säker handelsmiljö, incitament som kommer locka besökare att handla, och genom att ta bort extra navigeringselement vid kassasidan. Utvärdering av resultaten och dess statistiska signifikans gjordes med Optimizelys statistiska motor såväl som egen nollhypotes prövning. Ökningarna av konverteringar var inte statistiskt signifikanta enligt kalkyl från Optimizely, men lyckades nå signifikans enligt traditionell statistik. Sammanfattningsvis, med hjälp av mätvärden så som höga utgångsfrekvenser i kombination med högt antal sidvisningar samt höga intäktsgenererande sidor, kan tjänsteleverantörer nu identifiera var man kan påbörja optimeringsprocessen. För att veta vilken värdefull data man bör extrahera skall man ta reda på vilken data som behövs för att stoppa in i Människa–datorinteraktion (MDI) koncept, som personas och scenarier. Detta, tillsammans med kvalitativ forskning, tillåter webbdesigners att skapa väl genomtänkta designförslag som förhoppningsvis leder till en ökad konverteringsgrad.