Increasing the sales of a selected online store using product comparators

This bachelor thesis deals with product comparators and practical activities that can achieve higher sales. The theoretical part contains a summary of knowledge of marketing communication, e-commerce, product comparators Heureka and Zboží.cz, Mergado application and SEO elements. The practical part describes the activities that can achieve higher sales and reduce PNO. The descriptions are accompanied by examples of applying the rules in Mergado and examples of pairing for better understanding. At the end there is a summary of applied activities in a particular business. The main point of the work is the product comparators Heureka and Zboží. They theoretically describe product cards, product pairing, bid display, elements, bidding, conversion tracking, and statistics. These theoretical findings are then shown in practice. The auxiliary application Mergado shows the creation of rules and their use in practice and other applications that can be found here. In my work I also point out SEO elements. These elements should be included on the website to be in higher positions in search and to be user-friendly. All these components help e-shops to achieve higher conversions and traffic.