20.500.12556/RUL-126338 Statistična analiza oblikovnih elementov spletnega mesta za večjo uspešnost Statistical analysis of website design elements for increased performance Spletna mesta so postala prvi obraz podjetij in organizacij in močno tržno orodje. Znatna konkurenca in vse večje zahteve uporabnikov interneta zahtevajo, da so spletna mesta čim bolj dovršena, estetska in uporabniško optimizirana. Za vzpostavitev in vodenje uspešnega spletnega mesta so analitična orodja nepogrešljivo orodje, saj omogočajo vpogled v obnašanje uporabnikov in ob tem razkrijejo potencialna pomankanja. V diplomskem delu smo opisali razvoj interneta in spletnih mest, ki je privedel do spremenjene komunikacije in trženja. Spoznali smo različne oblikovne elemente, ki so sestavni del teh spletnih mest in kako vplivajo na posameznika. Povzeli smo osnovne spletne analitike in spoznali dve orodji, ki predstavljata le majhen del široke ponudbe podobnih analitičnih pripomočkov. V eksperimentalnem delu smo na primeru dveh spletnih mest izvedli A/B testiranje, preko katerega smo preverili, kako posamezni oblikovni elementi vplivajo na uspešnost. Osredotočili smo se na barvo in pozicijo gumba za poziv k dejanju (angl. call to action, CTA) in rezultati so pokazali, da testirani oblikovni elementi vplivajo na uspešnost spletnih mest, saj ob pravilni prilagoditvi lahko beležimo več konverzij. Websites have become the first point of contact between brands or organizations and consumers and a powerful marketing tool. Due to the large and competitive market and the increasing demands of internet users, they must be well made taking into account both, the user experience and the aesthetics. To create and successfully manage a website, analytical tools are a must, because they offer an inside view of user behavior and, therefore, expose areas that might potentially be lacking. In this thesis, we analyze the evolution of the internet and websites which triggered major changes in how we communicate and advertise. The diploma thesis includes an overview of website design and its specific elements and how it affects users. We also outlined web analytics and two of the many analytical tools that are currently available. The experimental part includes A/B testing done on two different websites that was used to showcase how specific design elements affect website performance. Our main focus was on color and the position of CTA buttons for which the results showed a definite change in performance measured by the conversion rate. spletno mesto spletna stran CTA gumb oblikovni elementi spletna analitika website webpage CTA button design elements web analytics true false false Slovenski jezik Angleški jezik Diplomsko delo/naloga 2021-04-17 09:00:28 2021-04-17 09:00:35 2022-09-05 03:54:48 0000-00-00 00:00:00 2021 0 0 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 1970-01-01 78299 6548.pdf 6548.pdf 1 3A8AF0AA9AE4BB9FE705A26A12064F2D 6c1a6bf33e1cd7b939b8fd0a7cdac3013d3d5b63d5121c276f8e129f84fe3e0d e37dfb0d-a1bb-11eb-a523-00155dcfd717 https://repozitorij.uni-lj.si/Dokument.php?lang=slv&id=142252 Naravoslovnotehniška fakulteta 0 0 0