Online reputation management is all about tracking and managing your business online. Online reputation services are surrounded by tools they can use for marketing and search engine optimization. Google Analytics is one of the most popular tools used by online reputation services and online marketing specialists. This tool is free to use and available to anyone who has a Google account. Google Analytics provides tracking and statistics about website traffic. Reputation management specialists can then use the information from Google Analytics to improve the content and user experience of the website.
A/B testing is when you design two versions of a web page to see which one performs better. You compare the two versions of the web page to determine the design with the best conversion rate. A/B testing can show you which design elements work best for your customers. In Google Analytics you can do an A/B test by creating an experiment. This feature can be found in the “Behaviour” category. You can select the metric to rate the results. For example, the goal for some people would be to choose the one with the most ad clicks while for someone else it could be the one with the best revenue. Next you can divide the web traffic. This means deciding how many people will see the test page instead of the original page. The experiment should run for at least 3 weeks to see results.
Another feature of Google Analytics is determining the location of your visitors. This can be useful in reputation management to target advertisements and in design theory. If you look under the “Visitors” tab, you can get information about the visitors and their location. In online advertising, you can often target your ads by location. For example, if you see that the majority of your visitors are from Australia, you may want tot consider targeting your ads to that location.
Acquisition is about how the user got to your website. Google Analytics shows you whether it was through a referral, organic search or direct. Direct means that the user typed the url directly into the browser. A referral is when they got there through a link on another website. Lastly, organic is when they found it through a search engine, like Google for example. After learning where the traffic is coming from, reputation management services can decide where to pay more attention for advertising purposes.