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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.

Reservoir management typically focuses on maximizing oil and gas recovery from a reservoir based on facts and information while minimizing capital and operating investments. Modern reservoir management uses history-matched simulation model to predict the range of recovery or to provide the economic assessment of different field development strategies. Geological models are becoming increasingly complex and more detailed with several hundred thousand to million cells, which include large sets of subsurface uncertainties. Current issues associated with history matching, therefore, involve extensive computation (flow simulations) time, preserving geologic realism, and non-uniqueness problem. Many of recent rate optimization methods utilize constrained optimization techniques, often making them inaccessible for field reservoir management. Field-scale rate optimization problems involve highly complex reservoir models, production and facilities constraints and a large number of unknowns. We present a hierarchical multiscale calibration approach using global and local updates in coarse and fine grid. We incorporate a multiscale framework into hierarchical updates: global and local updates. In global update we calibrate large-scale parameters to match global field-level energy (pressure), which is followed by local update where we match well-by-well performances by calibration of local cell properties. The inclusion of multiscale calibration, integrating production data in coarse grid and successively finer grids sequentially, is critical for history matching high-resolution geologic models through significant reduction in simulation time. For rate optimization, we develop a hierarchical analytical method using streamline-assisted flood efficiency maps. The proposed approach avoids use of complex optimization tools; rather we emphasize the visual and the intuitive appeal of streamline method and utilize analytic solutions derived from relationship between streamline time of flight and flow rates. The proposed approach is analytic, easy to implement and well-suited for large-scale field applications. Finally, we present a hierarchical Pareto-based approach to history matching under conflicting information. In this work we focus on multiobjective optimization problem, particularly conflicting multiple objectives during history matching of reservoir performances. We incorporate Pareto-based multiobjective evolutionary algorithm and Grid Connectivity-based Transformation (GCT) to account for history matching with conflicting information. The power and effectiveness of our approaches have been demonstrated using both synthetic and real field cases.

Calcium treatment is an established operation in the production of steels. Most importantly, it serves to modify detrimental inclusions in the melt for improved castability and superior product properties. Due to calcium’s low melting point and high vapour pressure, its addition to liquid steel is challenging and yields are generally low. The current standard method for addition is cored wire feeding, in which a calcium-bearing compound is injected into the melt inside a sacrificial metal tube. The depth at which the compound is released has a pronounced impact on its yield and depends on the rate at which the wire is injected. A mathematical model is constructed to predict the time after which release occurs and thus estimate injection depth. It is based on one-dimensional heat transfer and respects phase change effects, i.e., solidification of melt on the cold wire surface and subsequent melting of the wire and compound. Equations are derived using the finite difference method and the model is solved numerically using an implicit method. The model is applied to two different steel grades – one austenitic (AISI 316L), one super-duplex (SAF 2507) – and predictions are tested for the former grade in a 75-ton industrial ladle furnace. Results indicate that a decreased feeding rate (<100 m/min) leads to better calcium yield. Positive effects were also observed with downward melt stirring and a good slag coverage. Improved yield can lead to savings in process and material cost. The results also provide insights into the cored wire feeding process which may be useful for future process development, both for calcium and other additions. / Kalciumbehandling är en etablerad process vid tillverkning av stål. Framförallt används den för modifieringen av skadliga inneslutningar i smältan för att förbättra gjutbarheten och produktegenskaper. På grund av kalciums låga smältpunkt och höga ångtryck är det svårt att tillsätta det till flytande stål och utbytet är i allmänhet låg. Den nuvarande standardmetoden för tillsats är inmatning av tråd, där ett kalciumhaltig ämne matas in i smältan inuti en metallhölje som smälter bort. Djupet på vilket ämnet frigörs påverkar utbytet och beror på hur snabbt tråden matas. En matematisk modell konstrueras för att beräkna den tid efter vilken frisättning sker. Den bygger på endimensionell värmeöverföring och tar hänsyn till fasförändringseffekter, dvs. stelning av smältan på den kalla trådytan och smältning av tråd och kalciumämne efteråt. Ekvationer härleds med hjälp av finita differensmetoden och modellen löses numeriskt med hjälp av en implicit metod. Modellen tillämpas på två olika stålsorter – en austenitisk (AISI 316L) och en superduplex (SAF 2507) – och förutsägelser testas för den förstnämnda sorten i en 75-tons industriell skänkugn. Resultaten visar att en minskad matningshastighet (< 100 m/min) leder till ett ökat kalciumutbyte. Positiva effekter observerades med nedåtgående smältomrörning och god slaggtäckning. Ett förbättrat utbyte kan leda till besparingar i fråga om process- och materialkostnader. Resultaten ger också insikter i processen för inmatning av tråd, vilket kan vara användbart för framtida processutveckling, både för kalcium och andra tillsatser.

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.