Ashley Mullings

Every website has a purpose, but that purpose should depend on how potential customers are supposed to interact with the business and its website. Is the business something new and will there be a learning curve to guide visitors to complete a desired action? Or, does the business provide something immediate? Or, is there a high level of research involved before the potential customer decides whether or not the business meets their needs? All things to consider when building and designing the website, but also when determining the metrics to watch closely. Because Google Analytics understands that every business and its customers have specific needs, so the Google Analytics Technology Partners Gallery offers add-on solutions to help business see the information that means most. The hidden gem in the gallery of available solutions is call-tracking. What is Call Tracking? Call tracking is the ability to track how many website visitors land on the website and then call the busin...

Choosing the right web analytics tool is very important to understanding the performance of your website and related marketing efforts. With so many web analytic tools to choose from, it could be hard to decide which tool best meets your needs. Depending on the size of the company, choosing the right tool may greatly depend on price. If you have are willing to invest in the tools that you will be using, features will be the driving factor. “Web analytics is not just a process for measuring web traffic but can be used as a tool for business and market research, and to assess and improve the effectiveness of a website” (Suryavanshi, 2015). Google Analytics is one of the most popular web analytics tools on the market. It is a free tool that is a part of the Google Web and Search suite. Google offers many tools that can help small and large businesses understand and improve their web presence. But, how does Google Analytics compare to the other tools in the market? Let’s compare Googl...

There are many social media platforms to choose from, and for any startup company (or established company), it can be a daunting process to decide which platform is right for the business. “Most people and companies can't be amazing on every platform; that takes a huge amount of bandwidth and resources. Instead of having a sub-par representation in a lot of places, be awesome on a few of them.” (Source: Levy ). A company should not have an account on every existing social media platform unless those platforms will truly help the company meet the business’s objectives and goals. Companies should strategically decide which social media platforms will be the right fit, based on a few factors.   Where Do the Customers Live? A company should establish a presence on the platforms that their customers use the most. This starts with through market research and gaining a true understanding of the target audience.” When you know your target audience’s age, occupation, income, interest...

Someone lands on a landing page or website – this is step one of generating more website traffic. But after visitors land on the website, what’s next? Having visitors click-through a website keeps visitors engaged and, on the website for a longer period of time. Keeping visitors on the website for a longer period of time, can lead to increased interest in the content and potentially generating a new lead or customer. “CTR is a metric that is used to analyze emails, web pages and online search result pages (Google, Bing, Yahoo etc). CTR is normally used to measure the success of marketing efforts” (Source:  Optimizely ). Measuring the click-through is an important metric to measure if you would like to see how visitors are navigating through content on the website. According to Google, a click-through rate is “a ratio showing how often people who see your ad end up clicking it. Clickthrough rate (CTR) can be used to gauge how well your keywords and ads are performing” (Source: ...