Optimalizace konverzního poměru vstupní webové stránky

This work aims to analyze the influence of individual characteristics of a landing page on its conversion rate. The aim is to identify a set of factors that affect the effectiveness of the landing page. The effectiveness of a landing page is determined by its conversion rate. In the first phase the thesis based on literature research identifies the most frequently mentioned factors affecting the conversion rate. Subsequently using the conversion rate optimization method based on the principles of AB testing four selected characteristics of a landing page are tested to determine their respective influence on the page effectiveness. The work concludes that the conversion rate is most influenced by the factor of trust and credibility and the factor of the amount of required personal information. In the end, the thesis combines the resulting factors into a final variant of the landing page and tests it against the original page. This final version shows a significantly higher conversion rate than the original version of the page.