Analýza návštěvnosti e-shopu s hodinkami

Abstract

The thesis focuses on the analysis of website traffic and performance of a selected e-commerce store specializing in the sale of watches, with the aim of identifying key factors influencing users’ conversion behavior and proposing measures to improve its performance. The analysis is based on data obtained from Google Analytics 4 and focuses on marketing channels, device types, customer structure, and seasonal effects, while also considering economic indicators such as revenue, number of purchases, and average order value. Statistical methods were used to test the defined hypotheses, particularly the chi-square test of independence and the Wilcoxon signed-rank test. Based on the findings, practical recommendations are formulated, aimed at optimizing marketing activities, improving the user experience, and enhancing customer management, which may contribute to increasing the conversion rate and the overall performance of the e-commerce store.