Uživatelské testování webových stránek svatební a eventové agentury

Abstract

This Master's thesis focuses on evaluating the marketing communications of the wedding agency Simply Yes, with a specific emphasis on the digital environment, particularly its website and Instagram profile. Based on usability testing, specific recommendations were formulated to optimize these platforms and eliminate barriers within the customer journey. The theoretical part describes online marketing communication and further elaborates on the issues of website design and user experience (UX). The practical part subsequently analyzes the results of the conducted research and defines specific proposals and recommendations for the Simply Yes agency. These suggestions are prioritized with regard to their potential benefits and the complexity of their implementation.