Analýza faktorů ovlivňujících konverzní chování uživatelů českých e-shopů

This bachelor’s thesis focuses on the analysis of factors influencing the conversion behavior of users of Czech e-commerce stores in the online retail environment. The main objective of the thesis is to verify whether statistically significant differences exist in conversion rates between paid and organic traffic sources, between desktop and mobile devices, and whether a relationship exists between engagement rate and conversion rate. The theoretical part is based on academic literature related to e-commerce, digital marketing, web analytics, and online consumer behavior. Particular attention is devoted to acquisition channels, attribution models, mobile user experience, and the metrics of the Google Analytics 4 platform. The practical part utilizes data from three anonymized Czech e-commerce stores analyzed through Google Analytics 4. The hypotheses are tested using statistical methods, specifically the z-test for comparison of proportions and correlation analysis. The results indicate that paid traffic sources achieve higher conversion rates than organic search in most analyzed cases, while desktop sessions demonstrate higher conversion rates than mobile sessions. The relationship between engagement rate and conversion rate was found to depend on the nature of website traffic and the acquisition channel structure of individual e-commerce stores. The thesis also highlights the importance of proper data interpretation in the context of attribution models, selection effects, and the differing roles of marketing channels within the customer purchase journey.