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.

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The Online Clothing Reselling Platforms (OCRPs) industry foresees ongoing significant market growth, building upon the expansion it has achieved in recent years. This trend makes it essential to understand how website usability factors affect consumer behaviour and identify practical opportunities for optimization in this specific context of e-commerce. Through empirical research, this study aims to contribute to the existing gap in the literature by analyzing the effect of usability factors on purchase intention and developing a practical usability framework that can guide designers and developers towards the successful implementation of usability factors that facilitates consumer decision-making and purchase intention.  To address the research gap, a mixed-methods multiple case study approach was utilized, combining a heuristic evaluation, a survey of 186 participants, and usability testing with six participants augmented by eye-tracking software and semi-structured interviews. The research was conducted on two key OCRPs, building upon existing knowledge of website usability factors as well as empirical findings.  The results indicate that navigability, content relevance, credibility, and simplicity are positively correlated with increased purchase intention in OCRPs. The study suggests that these four website usability factors should be prioritized when designing and developing these platforms. Based on these findings, a practical usability framework was created to provide designers and developers with actionable insights that can assist them in prioritizing and optimizing website usability to increase purchase intention. The framework lists practical guidelines per usability factor and demonstrates the factors’ interdependence. The framework is designed to further enable the growth of OCRPs by increasing purchase intention through website usability.