Open Access

Sandra Kaiser

• Web-facing companies and online businesses generate more revenue than before, and the internet is growing exponentially. Conversion rate optimization has become a hot topic among online marketers and online businesses. Giant data-driven companies like Google, Microsoft, or Bing are pioneers in this field and use their big data to optimize their websites and services with online controlled experiments, but still, facing pitfalls. For companies with smaller user numbers, running experiments with reliable and conclusive results is even a greater challenge. As it is a critical success factor for online businesses, the thesis deals with ways to improve online experimentation for companies with smaller user numbers by increasing the sensitivity of experiments based on information provided in whitepapers and conference findings of pioneers in the field. These methods and guidelines are applied to a practical case at Euranka Sàrl, an online affiliate marketer based in Lausanne, Switzerland.