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.
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