Analýza návštěvnosti e-shopu s HiFi sortimentem

Abstract

The topic of this bachelor's thesis was web analysis of user behavior on HiFi specialeised e-shop. The objective of the thesis was to analyze the traffic of the e-shop Hifiobchod.cz, which is operated by the company AVT Holding s.r.o., in order to increase traffic in the future. The data collection was conducted using the observation method. The primary research tool utilized was Google Analytics 4. The analyzed e-shop was characterized in relation to the STDC model. Through the analysis of traffic and customer behavior on the e-shop, a typical customer segment was defined, visitor engagement was analyzed, and the performance of acquisition channels and selected product categories was evaluated. Based on the findings, proposals and recommendations were formulated—partially in the form of SWOT analyses—to fulfill the thesis objective of increasing e-shop traffic. The research results were presented to AVT Holding s.r.o. for the future implementation of these proposals and recommendations.