Resumo: Quando fala-se de evolução da Web, poderia realmente ser mais apropriado falar de design inteligente. Com a Web se tornando a principal opção para quem produz e dissemina conteúdo digital, cada vez mais, as pessoas tomam a atenção para esse valioso repositório de conhecimento. Neste ambiente, os mecanismos de busca configuram-se em aplicativos populares, tornando-se intermediários entre os usuários e a miríade de informações, serviços e recursos disponíveis na grande rede. Neste sentido, o Webdesigner pode atuar de forma decisiva, proporcionando uma melhor resposta na classificação dos mecanismos de busca. A correta representação do conhecimento é a chave para a recuperação e para a disseminação efetiva de dados, de informação e de conhecimentos. Este trabalho apresenta um estudo que pode trazer um progresso relevante aos usuários desta grande rede, buscando apresentar uma ferramenta de domínio público que apoie a aplicação de técnicas de descrição semântica de informação na Web. No decorrer da pesquisa investigamos técnicas e metodologias capazes de otimizar a indexação dos Websites pelos mecanismos de busca, enfatizando a descrição do conteúdo nele presente, melhorando sua classificação e consequentemente colaborando com a qualidade na recuperação de informações realizadas por meio de mecanismos de buscas. Tais técnicas foram testadas em alguns Websites, obtendo resultado satisfatório, a partir de então a ferramenta foi implementada e submetida a usuários para sua validação, o resultado desta validação é apresentado demonstrando a viabilidade da ferramenta e enumeração de novas funcionalidades para trabalhos futuros / Abstract: When we speak of evolution of the Web, it might actually be more appropriate to speak of intelligent design. With the Web becoming the primary choice for those who produce and disseminate digital content , more people take attention to this valuable repository of knowledge. In this environment , search engines are configured in popular, becoming an intermediary between users and the myriad of information, service and resources available on the World Wide Web. In this sense, the Web designer can act decisively, providing a better response in the ranking of search engines. The correct representation of knowledge is the key to recovery and effective dissemination of data, information and knowledge. This paper presents a study that significant progress can bring a large network of users, seeking to present a public domain tool that supports the application of techniques for semantic description of Web information in the course of the research investigated techniques and methodologies that can optimize Website indexing by search engines, emphasizing the description of the content in it, improving your ranking and thus contributing to quality in information retrieval conducted through search engines. These techniques were tested on some websites, obtaining satisfactory results, since then the tool was implemented and submitted to users validation, the result of the validation is present demonstrating the feasibility of the tool and list of new features for future work / Orientador: João Fernando Marar / Coorientador: Ivan Rizzo Guilherme / Banca: Edson Costa de Barros Carvalho Filho / Banca: Antonio Carlos Sementille / Mestre

Made available in DSpace on 2014-06-11T19:29:41Z (GMT). No. of bitstreams: 0 Previous issue date: 2011-08-03Bitstream added on 2014-06-13T20:59:57Z : No. of bitstreams: 1 garcia_lmls_me_sjrp.pdf: 6057674 bytes, checksum: a26fce0d239fd5ca19b1f04d3236faa6 (MD5) / Quando fala-se de evolução da Web, poderia realmente ser mais apropriado falar de design inteligente. Com a Web se tornando a principal opção para quem produz e dissemina conteúdo digital, cada vez mais, as pessoas tomam a atenção para esse valioso repositório de conhecimento. Neste ambiente, os mecanismos de busca configuram-se em aplicativos populares, tornando-se intermediários entre os usuários e a miríade de informações, serviços e recursos disponíveis na grande rede. Neste sentido, o Webdesigner pode atuar de forma decisiva, proporcionando uma melhor resposta na classificação dos mecanismos de busca. A correta representação do conhecimento é a chave para a recuperação e para a disseminação efetiva de dados, de informação e de conhecimentos. Este trabalho apresenta um estudo que pode trazer um progresso relevante aos usuários desta grande rede, buscando apresentar uma ferramenta de domínio público que apoie a aplicação de técnicas de descrição semântica de informação na Web. No decorrer da pesquisa investigamos técnicas e metodologias capazes de otimizar a indexação dos Websites pelos mecanismos de busca, enfatizando a descrição do conteúdo nele presente, melhorando sua classificação e consequentemente colaborando com a qualidade na recuperação de informações realizadas por meio de mecanismos de buscas. Tais técnicas foram testadas em alguns Websites, obtendo resultado satisfatório, a partir de então a ferramenta foi implementada e submetida a usuários para sua validação, o resultado desta validação é apresentado demonstrando a viabilidade da ferramenta e enumeração de novas funcionalidades para trabalhos futuros / When we speak of evolution of the Web, it might actually be more appropriate to speak of intelligent design. With the Web becoming the primary choice for those who produce and disseminate digital content , more people take attention to this valuable repository of knowledge. In this environment , search engines are configured in popular, becoming an intermediary between users and the myriad of information, service and resources available on the World Wide Web. In this sense, the Web designer can act decisively, providing a better response in the ranking of search engines. The correct representation of knowledge is the key to recovery and effective dissemination of data, information and knowledge. This paper presents a study that significant progress can bring a large network of users, seeking to present a public domain tool that supports the application of techniques for semantic description of Web information in the course of the research investigated techniques and methodologies that can optimize Website indexing by search engines, emphasizing the description of the content in it, improving your ranking and thus contributing to quality in information retrieval conducted through search engines. These techniques were tested on some websites, obtaining satisfactory results, since then the tool was implemented and submitted to users validation, the result of the validation is present demonstrating the feasibility of the tool and list of new features for future work

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 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.

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.