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Forecast and Evaluation Company Website Effectiveness

ФИО студента: Anna Ilina

Руководитель: Marina V. Radionova

Кампус/факультет: Faculty of Economics, Management, and Business Informatics

Программа: Business Informatics (Bachelor)

Год защиты: 2021

The promotion of goods and services through a company’s website is in constant development, which is mainly facilitated by new IT- technologies, services and the global economic situation. The company Climate Comfort also uses the website as one of the prior sales channels for attracting the target audience. As a company strives to transform its website in order to enhance the conversion rate and increase sales, this work investigates the methods and tools for analysing the company’s website performance. The aim of this study is to evaluate the effectiveness of the company's website and forecast its efficiency. The study examines methods of evaluating the effectiveness of websites same as provides a comparative analysis of the current trends and tools for evaluating the performance of the company's corporate website, considers various aspects of the process of usability evaluation and provides analysis of the methods for predicting time series values. As a result of the correlation and regression analysis using the ARMA time series model as well as using machine learning methods (random forest), aggregated data on the site performance assessment was obtained and the forecast of the website conversion rate was revealed. Final qualification work includes an abstract, introduction, four main chapters, conclusion and list of sources used. Volume: 96 pages. Keywords: website, website evaluation, metrics, usability, conversion rate, time series forecasting, autoregressive model, machine learning.

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