This thesis focuses on an online store specializing on manufacturing and sale of wooden beds for dogs. First the current state is analyzed and then a list of changes is proposed. These changes should help to improve the position in search engine results after user enters a specific keyword or phrase. This thesis also focuses on the usability of the e-shop. The last part is devoted to design of appropriate marketing strategies.

Växande närvaro på Internet med utökade funktioner av webbsidor medför problematik för företagen. Problematiken grundar sig ofta i design av webbsidan. Webbdesignen har genom forskning visat sig vara en stor byggsten för företagens framgång. Framgången ligger i antalet unika besökaren och dess varaktighet påwebbsidan. Vi har genom följande arbete utfört ett experiment baserat på forskning inom User Experience med webbutveckling i åtanke. Analysering av användare och dess navigering på webbsidorna i experimentet samlas in och analyseras med hjälp av Google Analytics. Google Analytics presenterar insamlat data med möjlighet till anpassning i form av diagramtyp. Det insamlade data stödjer forskningens slutsats att färgen har en signifikant betydelse i webbdesign. Experimentet hade 32 testare där den optimala färgen utmärkte sig med kortare tid spenderad i navigering på webbsidan.

Web analytics are used to track and examine user behavior on websites and web applications. In order to take data driven decisions companies and organizations working with the web look to web analytics to understand their users. A piece of Javascript code that collect user behavior and information is often referred to as a tag, which can be managed through a tag management system. Tag management systems can provide structure to how a website’s users’ behaviors are being measured. This study examines how a tag management system can enable web analytics of user data to be incorporated in an agile web development process at the Swedish company Dailybitsof. With a literature study, case study and interviews with professionals on the subject, a set of recommendations to enable web analytics is presented. This study suggests that a tag management system can enable web analytics to be incorporated into an agile web development process if it is implemented in combination with changes to the agile process. / Webbanalys används för att spåra och undersöka användarbeteende på hemsidor och webbapplikationer. För att ta datadrivna beslut, använder sig företag och organisationer av webbanalys för att förstå sina användare. Några rader Javascript-kod kan användas för att samla upp användarbeteende och kallas ibland för ett tag. Dessa tags kan behandlas i ett så kallad tag management-system. Tag management-system kan ge struktur över hur användarbeteendet på en hemsida spåras och analyseras. Den har uppsatsen undersöker hur ett tag management-system kan möjliggöra att data från webbanalys blir använt i en agil webbutvecklingsprocess hos det svenska företaget Dailybitsof. Med en litteraturstudie, fallstudie och intervjuer med professionella inom ämnet presenteras rekommendationer för att att möjliggöra webbanalys. Uppsatsen föreslår att ett tag management-system kan möjliggöra användandet av webbanalys i en agil webbutvecklingsprocess om det implementeras i kombination med ändringar av den agila processen.

Usability and User Experience has become increasingly important. Users should be able to achieve their set out goals with ease, whether that is to purchase a book on an e-commerce site or to find articles about current events in Europe on a news site. Achieving good usability is a task most developers and designers face today and to address that task they employ the use of usability evaluation methods. Lately, web analytical tools have shown some potential in usability evaluation. This thesis aims to explore if usability can be evaluated with Web Analytical Tools by comparing their benefits and limitations with classical usability evaluation methods. The result of this thesis is a set of guidelines meant to help smaller companies with their design phase. It was found that Web Analytical Tools can be used in some cases to realize usability problems, but to understand and fix the problems it is essential to conduct usability tests with users, so called user testing.

The aim of this thesis is to show how to design a commercially successful website and what are the possibilities of its succesive promotion. First a user research and analysis of competition is done and on the basis of this a new website is designed and created. After its implementation this site is then supported by several online marketing tools.

I all teori om sökmotorsoptimering finns det många olika tankar om hur man ska sökmotorsoptimera. De flesta berättar mest om den tekniska biten och har endast som en kort punkt förklarat att innehållet på en webbplats också är viktigt. Syftet med uppsatsen är att undersöka webbföretags förhållningssätt till både hur de arbetar och resonerar kring sökmotorsoptimering och webbstatistik, men även gå djupare in på hur förhållandet mellan kund och företag påverkar vart marknaden är på väg. Genom att utföra kvalitativa intervjuer med webbföretag där främst marknaden för sökmotorsoptimering, sponsrade länkar och webbstatistik diskuterats har ett resultat utformats. Baserat på de senaste artiklarna, respondenternas svar och mina egna personliga reflektioner av situationen, visar det att det blivit en förskjutning i vad definitionen av sökmotorsoptimering är. Den tekniska biten är kvar men inte alls lika viktig längre då sökmotorerna hela tiden ändrar sina algoritmer och blir smartare, utan fokus läggs istället mer på innehållet. Ett rikt innehåll med bra skriven text samt ett intressant video- eller bildmaterial är mycket viktigare än att ändra på småsaker i strukturen av webbplatsen. Sökmarknaden idag ser annorlunda ut mot bara några år sedan. Det innebär att sökmotorsoptimering inte enbart handlar om att förbättra den egna hemsidan, utan även innefattar all marknadsföring på webben. / In all theory about Search Engine Optimization there are lots of different ideas on how to optimize search engines. Much of the theory concerns the technical aspects and only offers a short explanation on the importance of the actual content of the website. In this essay I will examine how web companies think and act around search engine optimization and web statistics, but also go deeper into how the relationship between customer and company affects where the market is heading. By doing qualitative interviews with web companies where the subject search engine optimization, paid ads and web statistics were discussed, a result has been formed. Based on the latest articles, the answers from the respondents and my own personal reflections of the situation, there are clear signs that the definition of Search Engine Optimization has changed. The technical aspect is still there, but with less importance since the search engines keeps changing the algorithms in order to become smarter. Instead the focus is on the content. Rich content, good written text, interesting videos and images has a larger impact than changing the little things in the structure of a website. The search market looks different today than it did a few years ago. The term Search Engine Optimization has changed its meaning into something more than just improving your own homepage. Now it also includes all the marketing your company does outside of the web.

I den här uppsatsen kommer jag att presentera hur och varför småföretag bör använda sig av webbanalys för att utvärdera sin webbplats. Webbplatsen är en del av företagens digitalisering och möjliggör en internationell expansion, en viktig satsning för att minska beroendet av den konkurrensutsatta lokala marknaden som många företag i Sverige upplever som hämmande för sin tillväxt idag. För att samla in underlag till uppsatsen har en litteraturstudie genomförts, där fokus har varit att samla in teori från forskare och experter inom webbanalys. / In this essay, I will present how and why small businesses should use web analytics to evaluate how their website is performing. The website is a part of the company’s digitization and it enables their expansion to other countries. This is important since many Swedish companies today identifies the competitive local market as their biggest obstacle to future growth. A literature study has been conducted to gather information, focusing on collecting theory from researchers and experts in the field of web analytics.

There are more and more people watching video streams over the Internet, and this has led to an increase in companies that compete for viewers. To improve the users experience, these companies can measure how their services are performing. The aim of this thesis was to recommend a way to measure the quality of service for a real time video streaming service. Three methods were presented; to buy the information from a content delivery network, extend existing analytics software or build a custom solution using packet sniffing. It was decided to extend existing analytics software. An evaluation was made on which software to extend. Four solutions were compared: Google Analytics, Mixpanel, Ooyala IQ and Piwik. The comparison was made using the analytic hierarchy process, comparing each alternative in their performance in criteria such as API maturity, flexibility, visualization and support. The recommended software to extend when building a real time video streaming service is Ooyala IQ which excel at flexibility and is easy to implement into existing solutions. It also had great capacity, offering no limit on how many events it can track per month, and finally it offers great dedicated support via telephone or email. / Det finns fler och fler personer som tittar på video strömmar på Internet, detta har lett till att nya företag har startats som konkurerar om tittare. För att förbättra kundupplevelsen kan man mäta hur tjänsten presterar. Målet med examensarbetet var att rekommendera hur man kan mäta tjänstekvalite för en realtidsvideoströmningstjänst. Tre olika lösningsförslag presenterades; att köpa informationen från en content delivery network, att bygga vidare på tillgängliga analytisk mjukvara eller att bygga ett eget paketsniffarprogram. Det bestämdes att bygga vidare på tillgänglig analytisk mjukvara. Fyra olika mjukvara jämfördes: Google Analytics, Mixpanel, Ooyala IQ och Piwik. Jämförelsen gjordes med hjälp av analytical hierarchy process, de olika alternativen jämfördes med avseende på: hur moget API:et var, flexibilitet, visualiseringen av data och support. Rekommendationen är att använda sig av Ooyala IQ som utmärker sig med avseende på flexibilitet, det var enkelt att använda deras API i sin egen lösning, det fanns ingen gräns på hur många händelser man kunde lagra per månad, och slutligen så fanns det dedikerad supportpersonal att nå via telefon eller email.

Studies are focused on methods for better recognition of internet shop customers. General this method is called Customer Intelligence. It contains means of increase of customers valuation for a society. It is based on exploitation of accumulated data about customer which helps to get necessary information. A main target of Studies is to create system of Customer Intelligence addapted to society needs. For internet seller it is necessary to include a web analytics into the system too. In a theoretical part there is an explanation of attitude and significance of Customer Intelligence in terms of informational company system. Furthermore there is taken a customer value. It is proceeded from basic means of customer valuation assesment via customers lifelong value for society to means of customer scoring A practical part of Studies is devoted to performed analyses of customer data which are the main details for execution of Customer Intelligence. There is explained how this obtained information will be used. In a conclusion there is descirbed a technical realization and problems which had to be necessarily solved during the implementation.

This thesis addresses the influence that social media sites have on the behavior of online customers (e.g., Facebook, Twitter, etc.). The thesis combines information from three different approaches that study how social media sites are used by online stores to help increase their sales: 1) Google Analytics; 2) Crazy Egg; and 3) an online Survey. Firstly, Google Analytics was used to collect data from three online sources. The data was used to determine the path that customers took to arrive at the online stores. Using data only from those customers who completed a transaction. The researcher found that revenue generated from search engines was approximately four times higher than from typed URLs, online ads, as well as Twitter and Facebook. The researcher also found that revenue generated from Twitter traffic was increasing. Secondly, Crazy Egg was used to collect information on event actions (e.g., button presses) that generated more webpage specific details. In particular, we were interested in knowing how often customers clicked on an online store’s social media buttons (e.g., on Facebook and Twitter). The Crazy Egg data indicated that customers only used the online store’s social media buttons (i.e., Facebook and Twitter) about 1% of the time. Finally, an online survey was conducted in order to capture the opinions and attitudes of customers who used social media, including their tendencies to follow stores online, and the frequency of their visits to the store’s social media sites. We found that all participants used at least one social media site. Approximately 69% of the participants followed stores online using social media (Facebook and Twitter being the most common) and they used these sites to look for offers, find product information, and read reviews from other customers and the online stores’ owners. The survey also showed that 47% of participants reported that they had used social media buttons while visiting an online store, which was much higher than the results generated by Crazy Egg.