Analýza návštěvnosti internetového obchodu s nábytkem

Abstract

The furniture e-shop store is struggling with supplier bankruptcy, poor customer ratings, and an overall decrease in revenue. The aim of the diploma thesis is to analyse the reasons for failure of the e-shop, to define the target customer, to analyse the profitability of marketing communication and to find out the relationship between the bad evaluation of this e-shop and its conversion ratio. The theoretical part of the thesis explains concepts that are closely related to the analysis of visit rate. These are then used in further work contents. The following chapter describes the characteristics of the online furniture market, which is analysed considering micro-environment, mid-environment and macro-environment. An analysis of the marketing mix, Porter's model of five competing forces and PEST analysis are used. In the analytical part, visit rate is examined using research method of observation and comparison of metrics over time. For hypothesis testing, correlation analysis, paired t-tests and t-test for independent selection are used. As a result, the main reasons for the decrease in revenue are identified, the relationship between poor business valuation and the e-shop conversion ratio is proved, the target segment is defined, the profitability of the individual campaigns is detected and other factors affecting the e-shop visit rate are shown. All of this with subsequent suggestions and recommendations to improve e-shop status.