Optimizacija web-sjedišta korištenjem metoda istraživanja tržišta i web-analitike

professional thesis

• Title (english): Website optimization using market research methods and web analytics
• Author: Andrijana Šapina
• Mentor: Gordan Gledec (mentor)
• Committee member: Gordan Ježić (predsjednik povjerenstva)
• Committee member: Gordan Gledec (član povjerenstva)
• Committee member: Ivana Dražić Lutilsky (član povjerenstva)
• Granter: University of Zagreb; Faculty of Electrical Engineering and Computing; Zagreb
• Defense date and country: 2016, Croatia
• Scientific / art field, discipline and subdiscipline: TECHNICAL SCIENCES; Computing

Abstract

Internet je svojim razvojem omogućio lakšu dostupnost informacija i veću osvještenost korisnika. Korisnici su puno više informirani i sve zahtjevniji. Zahtjeve tržišta nije moguće uvijek pogoditi, niti predvidjeti, stoga je potrebno provoditi istraživanja tržišta. Provođenjem istraživanja tržišta smanjuje se rizik poslovanja. Osim istraživanja tržišta, potrebno je provoditi i praćenje korisničkih aktivnosti kroz analitiku weba. Takvim analizama dobivaju se segmenti potrošača, odnosno ciljne skupine prema kojima se radi direktna i specifična komunikacija, jer posjetitelji određene web stranice nisu svi korisnici weba, nego ciljne skupine s određenim interesima. Da bi se dobio potpuni uvid u ponašanja korisnika na webu potrebno je upariti dva spomenuta segmenta: istraživanje tržišta i analitiku weba. U istraživanju tržišta za online testiranja najčešće se provodi ispitivanje korisnika kroz web ankete, a u analitici weba najčešće se koristi metoda AB testova za poboljšanje značajki web stranice. Navedene metode i dobiveni rezultati objašnjeni su na studijskom primjeru web stranice Coolinarika. Coolinarika je kulinarski web portal u vlasništvu kompanije Podravka, posvećen umijeću kuhanja i pripravljanja hrane. Coolinarika je otvorena prema svim korisnicima i postala je svojevrsna društvena mreža. Komunikacija i interakcija između korisnika i Coolinarike, ali i između korisnika međusobno je stalna. Time korisnici Coolinarike postaju njezini aktivni članovi koji imaju priliku aktivno stvarati sadržaj web stranice, sudjelovati u istraživanjima i činiti testni uzorak.

Abstract (english)

With the development of Internet an easier access to information and greater customer awareness is enabled. Users are much more informed and more demanding. Market demand is not always possible to guess or predict, therefore it is necessary to conduct market research. Market research process reduces the risk of wrong business decissions. Beside market research process, it is necessary to implement and monitor user activities through web analytics. With these analyzes it is possible to obtain segments of consumers or target groups, to which a direct and specific communication is made, because visitors of certain websites are not all users on the web, than target groups with specific interests. In order to gain a complete insight into user behavior on the Web we need to pair the two mentioned segments: market research and web analytics. In a market research process for online testing, testing the user through a web survey is usually carried out. Web analytics commonly used AB test method to improve the features of the website. These methods and the results are explained using the example of a website Coolinarika. Coolinarika is a culinary web portal owned by Podravka, dedicated to the art of cooking and preparing food. Coolinarika is open to all users and it's become a kind of social network. Communication and interaction between the user and the Coolinarika, but also between users itself is constant. Thus Coolinarika users become its active members who have the opportunity to actively create site contents, participate in market research and be a test sample for research.

• Keywords: web; Internet stranica; istraživanje tržišta; online anketa; analitika weba; Google analytics; AB test; segmentacija korisnika; Coolinarika
• Keywords (english): Web; Internet site; Market research; online survey; Web analytics; Google analytics; AB testing; user segmentation; Coolinarika
• Language: croatian
• URN:NBN: urn:nbn:hr:168:077050
• Study programme: Title: Electronic Communications Market Regulation; Study programme type: university; Study level: postgraduate specialist; Academic / professional title: sveučilišni specijalist regulacije tržišta elektroničkih komunikacija (sveučilišni specijalist regulacije tržišta elektroničkih komunikacija)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Closed access
• Created on: 2022-09-30 07:27:42