Case Study: Paramore Partners with ClickTale Analytics and American Marketing Association to Assess and Increase Online User Activity

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Digital Marketing Agency Shares Best Practices for Online Optimization

“We’ve found that ClickTale has been key in helping our clients understand how real people use the web,” said Paramore. “It has helped improve our relationships by giving clients a visual for results and helping them understand website optimization.”

Paramore, an international digital agency, recently partnered with the American Marketing Association and ClickTale, the industry leader in Customer Experience Analytics (CEA), for a webinar addressing how to optimize a website for critical success.

“Our agency works with businesses, organizations and government agencies throughout the United States to optimize their online presence,” said Hannah Paramore, President of Paramore. “That work also includes design and development of new websites. It is critical that we use resources such as ClickTale Analytics to guide us as we provide the best possible product to our clients.”

Paramore uses ClickTale for several clients including Gatlinburg.com, BluegrassCellular.com and TravelSouthUSA.com to learn how people really use the site and optimize the user experience. To learn more about those case studies and register to view the full webinar, visit here.

“We often see changes in the results of a new site,” said Paramore. “Sometimes they are good but other times they are confusing, especially when one metric decreases while others increase. Things we thought were a good idea during the planning stages may turn out differently once the site is exposed to thousands of people. ClickTale helps us learn what is really happening so that we can respond appropriately.”

ClickTale tracks every mouse move, click and scroll, creating playable videos of visitors’ entire browsing sessions as well as powerful visual heatmaps and behavioral reports that perfectly complement traditional web analytics.

Paramore saw ClickTale as the most cost-effective and reliable solution to understanding the online user experience and explaining website performance. Unlike Google Analytics, which only shows bounces and traffic, ClickTale ranks bounces between hard and soft and gives detailed user experience information.

“We’ve found that ClickTale has been key in helping our clients understand how real people use the web,” said Paramore. “It has helped improve our relationships by giving clients a visual for results and helping them understand website optimization.”

ClickTale has also been useful in understanding bounce rates and allowed Paramore to determine that the majority of bounces for Gatlinburg.com—although they seemed higher—were soft bounces. These visitors were actually looking for information on Gatlinburg and would most likely come back to the site to continue their vacation planning. The tool helped show that the redesign actually increased performance and made it easier for visitors to navigate and find the specific information they were looking for.

“ClickTale has been useful in determining what content is and is not working on a site even before a redesign or development process takes place,” said Paramore. “With the scrolling and browsing analytics and behavioral heatmap tools, we’re able to determine what needs to be changed on a site to make it more functional and user friendly, giving us a better approach to strategy.”

About Paramore:
Paramore is a full-service interactive agency based in Nashville with happy and successful clients across the country. With capabilities in design, media, development, mobile and social, our rock star team has you covered. We’re a bit different in the fact that we don't farm out work overseas. We're making your stuff right here in the mighty Gulch area of Nashville. Want to learn more? Visit http://www.paramore.is. Or if you’re in Nashville, drop in, play ping pong, check out the newest app we’ve developed and maybe have a beer. Not local? Chances are Hannah is speaking (or dancing) at a conference near you. Check out her schedule here. You’ll be glad you did.

Interact with us online:
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http://twitter.com/paramoreagency

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Lauren Reed
Reed Public Relations
615 983 2112
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