Split testing is a popular practise to compare and evaluate design elements of web-sites. In this report, it is explored how split testing can be employed to test features of motion-based online games. This is done by applying theory taken from split testing of common web-pages and translating it to work with games. A pilot test is conducted on the newly developed game Phaseformer to evaluate two interaction techniques. With only 105 test participants, the results from the pilot test show with high statistical power that one variant provides the player with a higher level of control over the game than the other.

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.