Introdução: Com o envelhecimento da população mundial projeta-se o crescimento das taxas de doenças potencialmente relacionadas à idade como as demências, especialmente a doença de Alzheimer (DA). Os sujeitos com Comprometimento Cognitivo Leve (CCL) são considerados uma população de risco para desenvolver demência, no entanto, as taxas de incidência de CCL e conversão para demência apresentam considerável variabilidade em parte atribuída a características da amostra e aos diferentes critérios utilizados. Objetivos: Determinar a incidência de demência e Comprometimento Cognitivo Leve em uma coorte de idosos saudáveis de base comunitária; determinar as variáveis demográficas, clínicas e sociais associadas ao desenvolvimento de prejuízo cognitivo, e avaliar o risco de progressão dos indivíduos com Comprometimento Cognitivo Leve para demência comparada com sujeitos cognitivamente normais. Métodos: Os dados foram derivados de uma coorte de idosos residentes na comunidade (N = 345), inicialmente saudáveis e independentes (Estudo PALA - Porto Alegre Longitudinal Aging - study). O seguimento inicial com duração máxima de oito anos teve o objetivo de avaliar a incidência de DA e CCL. Para avaliar a progressão de CCL para DA partimos de 10 anos de seguimento, incluindo os oito anos da primeira análise e consideramos um máximo de 70 meses (média de 45 meses) para avaliar a ocorrência dos novos desfechos. Os participantes que preencheram os critérios de inclusão do estudo e consentiram em participar foram avaliados com uma detalhada entrevista clínica composta de variáveis demográficas, clínicas e sociais. Os sintomas psiquiátricos foram avaliados pela escala SRQ - Self Report Questionnaire, escala MADRS - Montgomery-Asberg Depression Rating Scale e aplicados os critérios para depressão maior do Manual de Diagnóstico e Estatístico de Transtornos Mentais (4ª Edição; DSM-IV). O Mini Exame do Estado Mental (MEEM) e a Escala Clínica de Demência (CDR – Clinical Dementia Rating) foram aplicados para avaliação cognitiva. Adicionalmente a independência para as atividades da vida diária foram acessadas pela escala ADL - Activities of Daily Living. Para diagnóstico dos casos incidentes de doença de Alzheimer foi utilizado os critérios diagnósticos do DSM-IV e do NINCDS/ADRDA, associado à descrição dos critérios de Kawas para DA consistente. Para diagnóstico de Comprometimento Cognitivo Leve, o critério da Clínica Mayo foi aplicado para a primeira análise, e o critério para CCL do tipo Alzheimer (ou DA prodrômica) foi utilizado para a segunda análise tendo em vista a incorporação de dados disponíveis e a evolução dos critérios. As trajetórias possíveis do CCL foram classificadas em três categorias: conversão, estabilização e reconversão. Os sujeitos considerados para a primeira análise - casos incidentes de CCL e DA foram os participantes que apresentavam pelo menos uma visita de seguimento no período de oito anos a partir da linha de base (N = 245) e as análises estatísticas foram baseadas no diagnóstico estabelecido na última visita de seguimento. Para os falecidos durante o período, dados retrospectivos foram obtidos através de uma entrevista telefônica com um informante confiável. Os dados clínicos e demográficos de linha de base foram utilizados para cálculo dos fatores preditivos dos desfechos do estudo. Para a segunda análise – risco de conversão de CCL para DA – trajetórias do CCL, a amostra foi composta dos 21 indivíduos que desenvolveram CCL e 220 indivíduos cognitivamente normais (N = 241). Resultados: Os resultados da primeira análise mostraram taxa de incidência de CCL de 13,2 por 1.000 pessoas-ano e incidência de DA de 14,8 por 1.000 pessoas-ano. O desenvolvimento de prejuízo cognitivo foi associado com educação (razão de chance [RC] = 0,86) e o escore do MEEM de base (RC = 0,81). Os resultados da segunda análise mostraram que dos 21 sujeitos com CCL, 38% desenvolveram demência, 24% permaneceram estáveis e 38% melhoraram. A taxa de conversão anual para DA foi de 8,5%, CCL foi associado significativamente a maior risco de conversão para DA (HR = 49,83; p = 0,004), mesmo ajustado para idade, escolaridade, sexo e escore no MEEM. Conclusão: A incidência de DA nessa amostra foi maior do que a descrita em estudo prévio realizado no Brasil, mas está dentro da variabilidade observada internacionalmente. Escores mais baixos no Mini Exame do Estado Mental na linha de base, mesmo que dentro da normalidade, e níveis mais baixos de educação foram preditores da ocorrência de prejuízo cognitivo. Quanto à trajetória do CCL, independentemente da heterogeneidade observada, os participantes com CCL do tipo Alzheimer apresentaram risco significativamente maior de desenvolver demência na DA, demonstrando o impacto do uso destes critérios que enfatizam o comprometimento da memória episódica de longo prazo e buscam identificar sujeitos com maior probabilidade de ser portadores de patologia Alzheimer. / Background: The increase of the rates of age-related diseases as dementia, especially Alzheimer's disease (AD), is projected with the aging of the world population. Subjects with Mild Cognitive Impairment (MCI) are considered a population at risk for developing dementia. However, MCI incidence rates and rates of conversion to dementia have shown considerable variability that could be partially attributed to characteristics of the sample and to different criteria. Objective: To determine the incidence of dementia and mild cognitive impairment in a cohort of community-based healthy elderly individuals; to determine the demographic, clinical and social variables associated with the development of cognitive impairment; and to assess the risk of progression of individuals with mild cognitive impairment to dementia compared with cognitively normal subjects. Methods: Data were derived from a cohort of elderly community residents (N = 345), who were initially healthy and independent (PALA – Porto Alegre Longitudinal Aging – study). The follow-up of a maximum of eight years was used to evaluate the incidence of AD and MCI. To evaluate the progression of MCI to dementia due to AD we set off the 10-year follow-up, including the previous 8-year of the first analysis, and consider the maximum of 70 months (mean 45 months) for these new outcomes. Participants who met the inclusion criteria of the study and consented to participate were evaluated with a detailed clinical interview consisted of demographic, clinical and social variables. Psychiatric symptoms were assessed with the SRQ scale (Self Report Questionnaire), the MADRS (Montgomery-Asberg Depression Rating Scale), and the Diagnostic and Statistical Manual of Mental Disorders (4th edition, DSM-IV) criteria for Major Depression. Cognitive assessment was checked with the Mini Mental State Examination (MMSE) and the Clinical Dementia Rating Scale (CDR). Independence for the activities of daily living was assessed with the ADL scale (Activities of Daily Living). Incident cases of probable Alzheimer's disease were assigned through the DSM-IV and the NINCDS-ADRDA diagnostic criteria, with the additional designation from Kawas and colleagues of consistent AD. Detection of Mild Cognitive Impairment for the first analysis was carried out with the MCI Mayo Clinic criteria. The MCI of the Alzheimer type criteria (or Prodromal AD) were used for the second analysis, incorporating available data of the sample and the ongoing evolution of the criteria. The possible MCI trajectories were classified into three categories: conversion, stabilization, and reconversion. The subjects for the first analysis – MCI and AD incidence – were the participants who had at least one follow-up visit in the 8-year period from the baseline (N = 245), and the statistical analyzes were based on the diagnosis established in last follow-up interview. For the deceased during the period, retrospective data were obtained through a telephone interview with a knowledgeable collateral source focusing on dementia. The baseline clinical and demographic data were analyzed as predictors of the study outcomes. For the second analysis – risk of MCI progression to AD, and MCI trajectories – the sample was composed of 21 individuals who developed MCI and 220 cognitively normal subjects (N = 241). Results: The results of the first analysis showed the MCI incidence rate of 13.2 per 1,000 person-years and the AD incidence of 14.8 per 1,000 person-years. The development of cognitive impairment was associated with education (odds ratio [OR] = 0.86) and baseline MMSE scores (OR = 0.81). The results of second analysis showed that of the 21 MCI subjects, 38% developed dementia, 24% remained stable, and 38% improved. The annual AD conversion rate was 8.5%, and MCI was significantly associated with increased risk of progression to AD (HR = 49.83; p = 0.004), even adjusted for age, education, gender and MMSE scores. Conclusion: The AD incidence in this sample was higher than that described in a previous study carried out in Brazil, but was within the international estimates. Lower baseline scores on the Mini Mental State Examination, although within the normal range, and lower levels of education were predictors of cognitive impairment. Regardless the observed heterogeneity of the MCI trajectories, participants with MCI of the Alzheimer type showed significantly higher risk of developing dementia due to AD, demonstrating the impact of the emphasis on the episodic long-term memory impairment of the criteria, which finally searches to identify those individuals more likely to have Alzheimer's pathology.

Introdução: Com o envelhecimento da população mundial projeta-se o crescimento das taxas de doenças potencialmente relacionadas à idade como as demências, especialmente a doença de Alzheimer (DA). Os sujeitos com Comprometimento Cognitivo Leve (CCL) são considerados uma população de risco para desenvolver demência, no entanto, as taxas de incidência de CCL e conversão para demência apresentam considerável variabilidade em parte atribuída a características da amostra e aos diferentes critérios utilizados. Objetivos: Determinar a incidência de demência e Comprometimento Cognitivo Leve em uma coorte de idosos saudáveis de base comunitária; determinar as variáveis demográficas, clínicas e sociais associadas ao desenvolvimento de prejuízo cognitivo, e avaliar o risco de progressão dos indivíduos com Comprometimento Cognitivo Leve para demência comparada com sujeitos cognitivamente normais. Métodos: Os dados foram derivados de uma coorte de idosos residentes na comunidade (N = 345), inicialmente saudáveis e independentes (Estudo PALA - Porto Alegre Longitudinal Aging - study). O seguimento inicial com duração máxima de oito anos teve o objetivo de avaliar a incidência de DA e CCL. Para avaliar a progressão de CCL para DA partimos de 10 anos de seguimento, incluindo os oito anos da primeira análise e consideramos um máximo de 70 meses (média de 45 meses) para avaliar a ocorrência dos novos desfechos. Os participantes que preencheram os critérios de inclusão do estudo e consentiram em participar foram avaliados com uma detalhada entrevista clínica composta de variáveis demográficas, clínicas e sociais. Os sintomas psiquiátricos foram avaliados pela escala SRQ - Self Report Questionnaire, escala MADRS - Montgomery-Asberg Depression Rating Scale e aplicados os critérios para depressão maior do Manual de Diagnóstico e Estatístico de Transtornos Mentais (4ª Edição; DSM-IV). O Mini Exame do Estado Mental (MEEM) e a Escala Clínica de Demência (CDR – Clinical Dementia Rating) foram aplicados para avaliação cognitiva. Adicionalmente a independência para as atividades da vida diária foram acessadas pela escala ADL - Activities of Daily Living. Para diagnóstico dos casos incidentes de doença de Alzheimer foi utilizado os critérios diagnósticos do DSM-IV e do NINCDS/ADRDA, associado à descrição dos critérios de Kawas para DA consistente. Para diagnóstico de Comprometimento Cognitivo Leve, o critério da Clínica Mayo foi aplicado para a primeira análise, e o critério para CCL do tipo Alzheimer (ou DA prodrômica) foi utilizado para a segunda análise tendo em vista a incorporação de dados disponíveis e a evolução dos critérios. As trajetórias possíveis do CCL foram classificadas em três categorias: conversão, estabilização e reconversão. Os sujeitos considerados para a primeira análise - casos incidentes de CCL e DA foram os participantes que apresentavam pelo menos uma visita de seguimento no período de oito anos a partir da linha de base (N = 245) e as análises estatísticas foram baseadas no diagnóstico estabelecido na última visita de seguimento. Para os falecidos durante o período, dados retrospectivos foram obtidos através de uma entrevista telefônica com um informante confiável. Os dados clínicos e demográficos de linha de base foram utilizados para cálculo dos fatores preditivos dos desfechos do estudo. Para a segunda análise – risco de conversão de CCL para DA – trajetórias do CCL, a amostra foi composta dos 21 indivíduos que desenvolveram CCL e 220 indivíduos cognitivamente normais (N = 241). Resultados: Os resultados da primeira análise mostraram taxa de incidência de CCL de 13,2 por 1.000 pessoas-ano e incidência de DA de 14,8 por 1.000 pessoas-ano. O desenvolvimento de prejuízo cognitivo foi associado com educação (razão de chance [RC] = 0,86) e o escore do MEEM de base (RC = 0,81). Os resultados da segunda análise mostraram que dos 21 sujeitos com CCL, 38% desenvolveram demência, 24% permaneceram estáveis e 38% melhoraram. A taxa de conversão anual para DA foi de 8,5%, CCL foi associado significativamente a maior risco de conversão para DA (HR = 49,83; p = 0,004), mesmo ajustado para idade, escolaridade, sexo e escore no MEEM. Conclusão: A incidência de DA nessa amostra foi maior do que a descrita em estudo prévio realizado no Brasil, mas está dentro da variabilidade observada internacionalmente. Escores mais baixos no Mini Exame do Estado Mental na linha de base, mesmo que dentro da normalidade, e níveis mais baixos de educação foram preditores da ocorrência de prejuízo cognitivo. Quanto à trajetória do CCL, independentemente da heterogeneidade observada, os participantes com CCL do tipo Alzheimer apresentaram risco significativamente maior de desenvolver demência na DA, demonstrando o impacto do uso destes critérios que enfatizam o comprometimento da memória episódica de longo prazo e buscam identificar sujeitos com maior probabilidade de ser portadores de patologia Alzheimer. / Background: The increase of the rates of age-related diseases as dementia, especially Alzheimer's disease (AD), is projected with the aging of the world population. Subjects with Mild Cognitive Impairment (MCI) are considered a population at risk for developing dementia. However, MCI incidence rates and rates of conversion to dementia have shown considerable variability that could be partially attributed to characteristics of the sample and to different criteria. Objective: To determine the incidence of dementia and mild cognitive impairment in a cohort of community-based healthy elderly individuals; to determine the demographic, clinical and social variables associated with the development of cognitive impairment; and to assess the risk of progression of individuals with mild cognitive impairment to dementia compared with cognitively normal subjects. Methods: Data were derived from a cohort of elderly community residents (N = 345), who were initially healthy and independent (PALA – Porto Alegre Longitudinal Aging – study). The follow-up of a maximum of eight years was used to evaluate the incidence of AD and MCI. To evaluate the progression of MCI to dementia due to AD we set off the 10-year follow-up, including the previous 8-year of the first analysis, and consider the maximum of 70 months (mean 45 months) for these new outcomes. Participants who met the inclusion criteria of the study and consented to participate were evaluated with a detailed clinical interview consisted of demographic, clinical and social variables. Psychiatric symptoms were assessed with the SRQ scale (Self Report Questionnaire), the MADRS (Montgomery-Asberg Depression Rating Scale), and the Diagnostic and Statistical Manual of Mental Disorders (4th edition, DSM-IV) criteria for Major Depression. Cognitive assessment was checked with the Mini Mental State Examination (MMSE) and the Clinical Dementia Rating Scale (CDR). Independence for the activities of daily living was assessed with the ADL scale (Activities of Daily Living). Incident cases of probable Alzheimer's disease were assigned through the DSM-IV and the NINCDS-ADRDA diagnostic criteria, with the additional designation from Kawas and colleagues of consistent AD. Detection of Mild Cognitive Impairment for the first analysis was carried out with the MCI Mayo Clinic criteria. The MCI of the Alzheimer type criteria (or Prodromal AD) were used for the second analysis, incorporating available data of the sample and the ongoing evolution of the criteria. The possible MCI trajectories were classified into three categories: conversion, stabilization, and reconversion. The subjects for the first analysis – MCI and AD incidence – were the participants who had at least one follow-up visit in the 8-year period from the baseline (N = 245), and the statistical analyzes were based on the diagnosis established in last follow-up interview. For the deceased during the period, retrospective data were obtained through a telephone interview with a knowledgeable collateral source focusing on dementia. The baseline clinical and demographic data were analyzed as predictors of the study outcomes. For the second analysis – risk of MCI progression to AD, and MCI trajectories – the sample was composed of 21 individuals who developed MCI and 220 cognitively normal subjects (N = 241). Results: The results of the first analysis showed the MCI incidence rate of 13.2 per 1,000 person-years and the AD incidence of 14.8 per 1,000 person-years. The development of cognitive impairment was associated with education (odds ratio [OR] = 0.86) and baseline MMSE scores (OR = 0.81). The results of second analysis showed that of the 21 MCI subjects, 38% developed dementia, 24% remained stable, and 38% improved. The annual AD conversion rate was 8.5%, and MCI was significantly associated with increased risk of progression to AD (HR = 49.83; p = 0.004), even adjusted for age, education, gender and MMSE scores. Conclusion: The AD incidence in this sample was higher than that described in a previous study carried out in Brazil, but was within the international estimates. Lower baseline scores on the Mini Mental State Examination, although within the normal range, and lower levels of education were predictors of cognitive impairment. Regardless the observed heterogeneity of the MCI trajectories, participants with MCI of the Alzheimer type showed significantly higher risk of developing dementia due to AD, demonstrating the impact of the emphasis on the episodic long-term memory impairment of the criteria, which finally searches to identify those individuals more likely to have Alzheimer's pathology.

Diploma thesis is dedicated to utilization of marketing tools to increase conversion and customer satisfaction in the company Branding Manual s.r.o., which deals with graphic design and information technology. Through the analytical approach are evaluated advantages and weaknesses of the company. On the basis of these facts were proposed and calculated the improvements.

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.

The main target of this work is to monitor the current status and advancement of Internet marketing at pre-arranged trading company. From analysis to draw conclusions, submit them to the guidance, recommend next steps, let it them approve and begin implementing the newly proposed solutions. The author discusses how detailed survey of the current marketing market and customer analysis of the company due to the best possible choice of appropriate marketing techniques. The aim is to streamline the work, save costs, increase conversion rates, and increase the competitive advantage of the customer company. Practical steps are based on theoretical knowledge acquired before and during the creation of this work. The result already is deployed Internet marketing strategies. All the practical work is carried out in the customer enterprise on real data with real Budge on a real goods. The practical part includes evaluation of new marketing techniques, comparison with the prior and subsequent recommendations for the future.

This thesis deals with The Royal Mint and it's online strategy. Using web analytics tools and usability testing it analyzes a current state of website and e-shop of the company. From the obtained figures about visits of the website, keywords, conversion rate, traffic sources and others, the customers' behavior is analyzed and subsequent conversion rate and user friendliness-raising measures are evaluated. The thesis summarizes recommendations resulting from the carried analyses in order to increase the online sales, bring new customers online and increase the loyalty of the existing ones.

Under det senaste decenniet har digitaliseringen satt fart och utvecklat medielandskapet vilket resulterat i att sociala medier blivit ett av de främsta verktygen att tillämpa vid marknadsföring. Vidare har det utvecklats diverse verktyg att tillämpa på sociala medier för att driva sin marknadsföring framåt. Den mest använda sociala plattformen var Facebook år 2020. Därefter kom Instagram och Youtube där båda hade en användningsgrad på omkring 60% vilket är en siffra som ständigt ökar. Denna studie har för avsikt att undersöka om Influencer-marketing i sociala medier är en effektiv metod för företag att nå sin målgrupp på den svenska modemarknaden. Studien syftar till att påvisa avgörande faktorer för om strategin är värd att investera i eller inte. Målet är även att undersöka hur företagen resonerar kring möjligheter och risker med att arbeta med Influencer-marketing. Undersökningen grundar sig i en metodkombination som utgår från en kvantitativ enkät med klusterurval och fyra semistrukturerade, kvalitativa intervjuer med företag. Fyra företag deltog i undersökningen varav två tillämpar Influencer-marketing och två eliminerar metoden. Den kvantitativa enkäten resulterade i 131 svar från privatpersoner som dagligen exponeras av Influencer-marketing via sociala medier. Resultatet från undersökningen visade på att Instagram och Facebook är de främsta plattformarna för organisationer att marknadsföra på. Resultatet påvisade även att Instagram och TikTok var de främsta plattformarna som respondenterna spenderar sin tid på. Vidare påvisade resultatet även att det finns delade meningar kring att tillämpa Influencer-marketing vilket bland annat beror på företag, produkter och målgrupp. Samtliga företag som intervjuats verkar inom samma bransch men har varierande marknadsföringsstrategier. / In the last decade, digitization has accelerated and developed the media landscape, resulting in social media becoming one of the main tools for marketing. The most used social platform in 2020 was Facebook, followed by Instagram and YouTube, both with a usage rate of around 60%, which is a number that is constantly increasing.  This study aims to investigate whether influencer marketing on social media is an effective method for reaching the target audience in the Swedish fashion market. The study aims to demonstrate decisive factors for whether the Influencer-marketing strategy is worth investing in or not. The goal is also to examine how companies reason about opportunities and risks when working with influencer marketing. The study is based on a method combination consisting of a quantitative survey with cluster sampling and four semi-structured, qualitative interviews with companies. The companies that participated in the study were two that apply influencer marketing and two that eliminate the method. All companies interviewed operate in the same industry but have varying marketing strategies. The quantitative survey resulted in 131 responses from individuals who are exposed to influencer marketing on social media.  The result of the study showed that Instagram and Facebook are the primary platforms for organizations to market on. The result also showed that Instagram and TikTok were the primary platforms that respondents spend their time on. Furthermore, the result also showed that there are divided opinions about applying influencer marketing, which among other things, depend on the company, products, and target audience.

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.