Od oblikovanja pasic do testiranja njihovih učinkovitosti s pomočjo A/B testiranja

Stopnišek, Tea (author), Gabrijelčič Tomc, Helena (mentor), Pušnik, Nace (comentor)

Cilj diplomskega dela je oblikovati tri vizualno različne spletne pasice za oglas, z namenom promocije nagradne igre podjetja Erste Card d. o. o. in na podlagi rezultatov izvesti analizo odzivnosti publike na vidne razlike s pomočjo A/B testiranja. Diplomsko delo sestoji iz dveh delov. V prvem delu so najprej opisani pojmi in dejavniki, pogojeni z A/B testiranjem, pod katerega spadajo spletna analitika in spletne pasice, temu sledi obširnejša obrazložitev celotnega procesa testiranja in njegov namen. Kasneje v diplomskem delu je opisana poglobljena raziskava o vrsti testiranja, ki je bila uporabljena v praksi. Vsebina drugega dela se nadaljuje s predstavitvijo vseh treh različic spletnih pasic in opisom uporabljenih metod in postopkov dela, ki so se vršili pri načrtovanju in oblikovanju pasic. Rezultat diplomskega dela je analiza statističnih podatkov odziva publike, pridobljenih s pomočjo oglaševalske agencije Rubikon GRAL d. o. o. V zaključku so podani rezultati raziskave in njihova razlaga.

• Language: Slovenian
• Keywords: A/B testiranje, grafično oblikovanje, oglaševalska agencija, spletne pasice
• Work type: Bachelor thesis/paper
• Organization: NTF - Faculty of Natural Sciences and Engineering
• Year: 2020
• PID: 20.500.12556/RUL-116943
• Publication date in RUL: 17.06.2020

Secondary language

• Language: English
• Title: All the way from designing banner ads to measuring its efficiency with A/B testing

Abstract

This diploma thesis aims to create three visually different web banners, for the sole purpose of promoting the prize-winning game of the company Erste Card d.o.o. and later on perform an analysis of audience responses exposed to banners, visible with A/B testing. The thesis consists of two parts. The first part describes the concepts and factors that are dependent on A/B testing, which includes web analytics and web banners — followed by an extensive explanation of the very beginning of A/B testing to its purpose. Later on, is described in-depth exploration of the type of measurement used in practice. The second part of the diploma thesis consists of the presentation of all three versions of web banner ads and a description of the methods and working procedures used in the designing and implementing banner ads. The result of my diploma thesis is the analytics of statistics obtained with the help of marketing agency Rubikon GRAL d. o. o., where is possible to see the responses of the audience. In conclusion, it is given an opinion based on the obtained results.

• Keywords: A/B testing, advertising agency, graphic design, web banners.