Analýza návštěvnosti e-shopu s módou

Abstract

The topic of the bachelor thesis was the Website Analytics of a Fashion E-shop Wayfarer.cz. The aim of this bachelor thesis was to analyze the traffic of the internet store Wayfarer.cz in order to subsequently optimize it to achieve the highest traffic, conversion rate and sales. Partial goals were to evaluate the effectiveness of each source of visits, understand the behavior of visitors on the web, and analyze the new mobile e-shop template. Firstly the theoretical backgrounds on Internet marketing, web optimization, marketing on the Internet, website analytics, and a description of the Google Analytics website Analysis tool have been described. The micro- environment of the Wayfarer.cz online store was then brought closer. In order was used Porter's analysis of five forces to identify the mid-environment, and PESTD analysis was used to describe the influence of macro- environment. The key method was the quantitative method of electronic observation. The tool used for research was Google Analytics. Visitors of the online store were characterized by the website analytics, the key segment was defined, and the effectiveness of the individual sourcing resources and traffic to the new mobile e-shop template was evaluated. Based on the results of the analysis, recommendations and suggestions for improvement were proposed at Wayfarer.cz.