Author: qrmcclannan01@gmail.com

  • HTML for Humans: My Attempt to Understand What Developers Actually Do

    HTML for Humans: My Attempt to Understand What Developers Actually Do

    Think a website is cheap? For major companies like Apple, a custom site can run anywhere from $100,000 to $250,000 and that’s before you factor in the ongoing cost of updates, content edits, and bug fixes that send the price soaring even higher. I am no coding expert. In fact the idea of coding has always seemed more difficult than learning a foreign language. But today, on my quest to become a full-stack marketer, I’m finally dipping my toes into HTML. I’m starting with beginner courses from w3schools.com and Codecademy to see which one can actually teach someone who feels like he’s trying to decipher the Matrix every time he looks at a page of code. But before we begin our coding journey let’s take a quick look at some of the basics

    Article content
    Me attempting to understand a basic line of code (Credit: Warner Bros)

    Overview of HTML, CSS, and JavaScript

    When building the front end of a website, developers typically use three languages to create everything the visitor sees and interacts with. Those languages are:

    • HTML: HyperText Markup Language this is the most basic building block of your website, it allows you to add words and images to your page.
    • CSS: Cascading Style Sheets changes the appearance of HTML elements by adding colors, fonts, layout, spacing, and more. As my digital marketing professor Mark Staton puts it, “it’s the skin of your website.”
    • JavaScript: This allows for dynamic interaction on your webpage, think dropdown menus or popups and you got javascript.

    With that quick overview out of the way, let’s do some coding.

    Codecademy

    As mentioned earlier, my coding experience is basically non-existent so upon opening the Codecademy introductory lesson and seeing the interface, I was pleasantly surprised. The interface is very intuitive, and it’s clear that a lot of effort went into the UX and UI design of the site. Great job, Codecademy!

    Article content
    Into lesson (Credit: Codecademy)

    I started by following their lesson and learning how to create basic elements, like sections. You do this by typing <section> in the interface, adding any content inside it, and then closing it with </section> so it displays properly on the front end. Next, I learned how to create forms using the <form> element, along with <input> to make an active text box where users can enter information. This involved setting up an action attribute in the form to define what happens when the form is submitted, and adding a type=”text” attribute to the input to specify that it accepts text, along with a label to describe the text box (See Image below for final result).

    Article content
    Credit: Codecademy

    W3Schools

    Shortly after my session with Codecademy, I explored W3Schools introductory program and started experimenting. At first, it reminded me of an instructional site from 2015, but once I began the lessons, I found W3Schools layout and instruction to be much more helpful. Each step came with a clear guide, and every element was described in detail, making it easier to follow along.

    Article content
    Credit: W3Schools

    It went so well in fact that I was able to code my very first webpage. I started by adding a <head> element, which creates a separate section from the main content. Inside it, I added a title by typing <title> followed by the text I wanted for my header (in this case, “Page Title”), and then closed it with </title>. Finally, I closed the head section with </head>. The <body> section followed a similar process: using <body> to mark the main content area, adding elements inside it, and closing it with </body>.

    Article content
    Yes I made this (Credit: W3Schools)

    Now, for all those Fortune 500 CEOs reading this and seeing my website, the answer is yes, I am up for hire and no you can’t copy my site. But in all seriousness, W3Schools had a great program, laying out the lessons simply and without any clutter.

    Which is better

    So, which one should you use? Both have their strengths and weaknesses, and ultimately the choice is yours. Personally, I found W3Schools to be less cluttered and easier to follow, so congratulations, W3Schools!

    Conclusion

    While I’m nowhere near creating an enterprise-level website, or stopping bullets like Neo in The Matrix, diving into HTML has given me a new understanding on web development. As a beginner, Codecademy’s guided exercises and W3Schools clear, detailed lessons gave me a sense of how HTML works to create what users see and interact with. Personally, I found W3Schools easier to follow, but the best platform is the one that helps you learn. These lessons have shown me why developers are so valued and why even simple websites can cost thousands of dollars.

    If you found this helpful and want to learn more about digital marketing strategies, check out my other posts here!

  • Comparing Two Leading CMS Platforms

    Comparing Two Leading CMS Platforms

    If you’ve been reading my blog for a while, you already know I’m a big fan of Webflow , in fact I use it for my personal site (linked at the end of every post, in case you’ve missed it). But today we’re changing things up! We’re diving into WordPress: how it works, what makes it different, and how it stacks up against Webflow. By the end, we’ll see which platform truly deserves the title of ultimate CMS website-building tool.

    WordPress: Creating My Award Winning Site

    To kick things off, after signing up and opening WordPress, I was greeted with a wide selection of free templates to choose from. Instead of using a preset design, I decided to start from scratch and build everything myself to get a better understanding of the basics.

    Article content
    Inital Page View (Credit WordPress)

    Adding text and elements in WordPress is surprisingly intuitive! You simply click the + button or type / to insert blocks. Thanks to how straightforward the interface is, I quickly added a title and a few navigation buttons that I’ll refine later. Here’s what the page looked like at that point:

    Article content
    (Credit WordPress)

    Now, it’s not a real website without a few pages, so I headed over to the pages tab, clicked Create New Page, named it, and just like that, I had three new sections: About Me, Blog Posts, and Portfolio. After that, I linked each page to the buttons I added earlier and I had a fully interactive website that lets visitors navigate seamlessly between pages.

    Article content
    Page Editor (Credit WordPress)

    I could go on about adding documents and posts later, but if you’re anything like me, I know your attention span has its limits, so let’s skip ahead to the good part: the comparison!

    WebFlow vs WordPress: The Final Showdown

    Webflow is another powerful CMS platform, offering a very high level of creative freedom when it comes to design and features. It lets you build your site using their tools, while still giving you the option to incorporate your own HTML for even more customization. If you’re interested in learning the basics of HTML, feel free to check out my blog post: HTML For Humans.

    At this point, I’ve gotten a good feel for the fundamentals of WordPress, how its editor works, and what it’s like to build a site from scratch. With that foundation in place, let’s get started.

    Basic Design

    As mentioned earlier, adding text in WordPress is simple, you can begin typing directly into the pre-inserted blocks. Webflow, on the other hand, requires a more structured approach. To add centered text, you need to insert a Section, then a Container, and finally a Text Block (see image below for reference). While it’s a few extra steps, this structure gives you more control over layout and design.

    Article content
    My Website (Credit Webflow)

    Features

    While both WordPress and Webflow offer far more customization than platforms like Squarespace or Wix , Webflow comes out on top for its extensive built-in features. It also provides an in-depth learning platform Webflow University, where you can explore in-depth tutorials and even earn certifications.

    WordPress, however, shines in a different way. Although it does not offer the same level of built in features or a dedicated training program, its value lies in the massive amounts of third-party plugins. With thousands of tools that are easy to install, WordPress gives users many options to improve their site’s functionality.

    Price

    While both platforms offer similar functionality, their pricing differs significantly. WordPress starts at $9 per month (or $108 per year). Webflow, however, begins at $18 per month ($216 per year). However, if you want access to Webflow’s CMS for managing blog posts or portfolio items, you’ll need to upgrade to the $29 per month plan, which totals $348 per year. In other words, if you need an easy way to manage dynamic content, like blog posts or portfolios, Webflow ends up costing roughly $240 more per year than WordPress.

    The Winner Is…

    After spending time building with both platforms, it’s clear which each of their strengths are. Webflow offers excellent creative freedom and a smoother design experience, something I greatly value and believe surpasses WordPress in terms of pure web design.

    However, with my year-long Webflow student trial coming to an end, the price difference becomes impossible to ignore. For a personal site, I simply can’t justify the higher annual cost. And with that, the winner of the CMS showdown is… WordPress!

    Affordable, flexible, and supported by thousands of plugins, WordPress ultimately delivers the best value, making it my new go-to platform moving forward.

    If you found this helpful and want to learn more about digital marketing strategies, visit my site for more blog posts!

  • The Art of Selling Dog Top Hats (and Learning Shopify Along the Way)

    The Art of Selling Dog Top Hats (and Learning Shopify Along the Way)

    Find some cheap products, build a website, and sell them for more than you paid. Sounds simple, right? The idea of getting rich quickly through dropshipping has become a popular dream for many of my generation. With little to no upfront cost, all you need is a website and a basic understanding of how a supply chain works. It’s easy to see why so many are drawn to it as a quick way to make money.

    I’ve tried my hand at dropshipping a few times in the past. But considering I’m writing this blog post on a Saturday night from a bedroom barely big enough to qualify as a walk-in closet, and not behind the wheel of a Ferrari cruising through the streets of Ibiza, you can probably guess how that turned out.

    After finishing this week’s reading on e-commerce for my digital marketing class, I decided it was time to revisit the world of online business platforms. In particular Shopify, and see just how easy it really is to build a website, sell a product, and track key analytics. So, without further ado, let’s dive into the creation of a Shopify website from the ground up.

    Creating the site

    Article content
    Credit: Shopify

    Upon opening my soon to be million-dollar store, I am greeted by a neatly organized list laying out almost everything I need to launch it. From setting up payments and billing to adding products and designing my site. Shopify did a great job with this section (if you’re reading this, Shopify, go ahead and give yourself a pat on the back).

    To start, I began designing my store interface. I browse through the predesigned themes, looking for inspiration. After reflecting on why my previous shops didn’t quite take off, I’ve realized the issue wasn’t effort, it was the product. It just wasn’t essential enough. So, after years of market research, I’ve landed on the game-changing idea the world didn’t know it needed: high-end waterproof top hats for dogs.

    With that vision in mind, I navigate to the Themes section and choose “Vessel,” a sleek design that perfectly captures the elegant-yet-adventurous spirit of my brand. I click on “Add,” insert a few product image uploads, and just like that, my store begins to take shape.

    Article content
    Credit: Shopify (and my site)

    Adding Paw-Roducts

    The next step is to add a product, this is done by returning to the home page, selecting products, then clicking create new. You are then presented with this page:

    Article content

    Here you can add:

    • A product description
    • Price
    • Product category
    • Inventory
    • Identification (SKU, Barcode, etc)
    • Many more identifiers

    Once published, this becomes your live product page. It’s the place where visitors can explore your product, learn more about it, and add it to cart. This page often makes or breaks a sale, so invest in high-quality images and strong, engaging copy.

    Article content

    Measurement

    Now we have created a site and product listing, it’s time to shift our focus from building to measuring, understanding how your store is performing and managing the logistics that keep it running smoothly.

    Shopify offers several pages that make tracking your store’s progress easy and intuitive:

    • Marketing: Monitor campaigns, track attribution, and manage automations to see what’s driving traffic and sales.
    • Finance: View and edit payments, billing, and banking details
    • Analytics: View past and live reports of visitors, purchases, and other important factors to measure performance

    Now, let’s zoom into the analytics page and see what some of the sections mean.

    Article content
    Credit: Shopify

    Here, we can see key metrics such as conversion rate over time, customer location, returning customer rate, and many more. These analytics help turn raw data into potential insights. For example, if you notice a high number of website visits from a specific region, it might make sense to focus your marketing efforts there instead of areas with little to no traffic to create a stronger ROI on promotions.

    Best of all, this can all be done directly within Shopify! No third-party apps required. It’s so intuitive and easy to use that even a generation of teenagers could turn it into millions.

    Wrapping it up

    Overall, Shopify is an incredibly user-friendly platform for anyone looking to build, manage, and analyze an online store. From customizable themes to intuitive product listings, it provides all the core tools needed to create a fully functional e-commerce site with little technical experience required. Beyond design and setup, Shopify’s built-in analytics dashboard stands out by offering clear insights into traffic, conversions, and customer behavior without relying on third-party software.

    In short, Shopify makes the process of launching and managing an online business straightforward and extremely efficient, giving users everything they need to focus on what really matters: creating great products and turning data into smarter marketing decisions.

    If you found this helpful and want to learn more about digital marketing strategies, visit my site for more blog posts!

  • Measuring What Matters: The Power of CRO in Marketing

    Measuring What Matters: The Power of CRO in Marketing

    When you hear the word “optimization,” what do you think of? Possibly optimizing your sleep schedule so that you feel more rested, or adjusting your diet to lose weight. All these examples clearly have cause and effect making it simple to see results. But what about optimizing something more complex like product development or marketing campaigns? How do you measure improvement, when there are thousands of possible factors at play? Before you say that it’s impossible, let me show you some techniques used by marketers to achieve measurable results from Conversion Rate Optimization.

    Conversion Rate Optimization, What is it?

    Let’s review what Conversion Rate Optimization (CRO) is. As put simply by my Professor and Digital Marketing expert Mark Staton, “It’s all about having a goal in mind for your site or app, and then making it easier for people to achieve it.” For example, let’s say you are running an email campaign, with the goal of leading people to your site so they can see your product. CRO is making changes to that email so the process becomes smoother for the target audience. You change the size of the “shop now” button and notice that all the sudden clicks increase from 10% of users to 15% percent. This is an instance of CRO done right!

    Article content

    Measuring CRO with A/B Testing

    Now that we have a better understanding of what Conversion Rate Optimization is, let’s finally look at how we can measure it. While there are many techniques to do this, today we will be discussing A/B testing. This method compares two different versions of what you’re testing to see which one performs better. Revisiting our “shop now” button from earlier, to see if the change in button size really was the cause of the 5% conversion rate increase, lets design an A/B test.

    • Start with the original email (Email 1: The Control)
    • Make a copy and size up the button (Email 2: The Treatment)
    • You should have your original email (Email 1) as well as a copy with a sized up button (Email 2)
    • Randomly divide your mailing list so that half are presented email 1, while the other half are presented email 2

    After a week if email 2 is experiencing higher clicks on the shop now button, then congratulations, you have successfully optimized an aspect of your promotion! Now let’s take a look at this process through another lens. This time we are going to be testing the “add to cart” button on an e-commerce site.

    Each listing on this site has an “add to cart” button next to the item description. Although your boss insists it’s perfect the way it is, you think that adding another button next to the “add to cart” that says “buy now” will increase sales. After finally convincing them to let you test it, you set it up and it goes as follows:

    • You open the site (The Control)
    • You make a copy and add the “buy now” button (The Treatment)
    • You program the website so that half the visitors are presented with the original site (The Control) and the other half are presented with your updated site (The Treatment)
    • After a week of running the sites you see that your site (The Treatment) has a 7% increase in conversion rate than your bosses (the Control)

    You see this, calmly walk into their office, show the changes, they congratulate you, give you a raise, then you walk out of the building, get to the end of the parking lot, then pump your fist in the air like Bender at the end of the Breakfast Club.

    Article content
    You after getting a raise (Credit Universal Studios)

    As you can see, it’s a simple way to ensure that changes you make are actually having an effect, however there are some things you need to look out for to make sure it remains accurate. Let’s take a look at those now:

    • Time Period: Always perform A/B tests simultaneously, comparing Christmas sales to mid January sales will obviously give biased results.
    • Statistical significance: Try and keep changes between versions small. Ideally no more that 5% should be changed to best understand what is causing the differences.

    Not Just In The Text Books: A/B Testing in Practice

    By this point those of you just learning about A/B testing may be thinking “wow, that’s cool and all, but does anyone successful actually use this”, or “Is this just another dated strategy textbooks repeat year after year”. Instead of trying to convince you otherwise, let’s take a look at some large companies that utilize this very testing, all while experiencing strong performance.

    • Automakers like Toyota, Porsche, and many more use A/B testing for many aspects of their vehicles ranging from body design all the way to the internals of an engine (Rozange, 2025).
    • Using A/B testing, Amazon found that adding a “continue as guest” option at checkout increased sales by 45%, or $300 million in revenue in the first year (Fulton, 2025)

    Wrapping it up

    By now, we see the importance in Conversion Rate Optimization and it’s a measurable approach to understanding what really works and what doesn’t. Whether it’s testing the size of a button or changing the suspension in a car, CRO helps marketers form insights to turn small changes into meaningful results.

    If you enjoyed this post and want to learn more about marketing strategies and optimization techniques, check out my website for more blog posts!

  • From Crawling to Ranking: The Journey of SEO Success

    From Crawling to Ranking: The Journey of SEO Success

    Have you ever typed something into a search engine, clicked the first result, let’s say Nike, and then a few days later searched the same thing only to find Adidas at the top instead? “Weird”, you may think to yourself, then you click the first result without a second thought. Although seemingly trivial for the everyday shopper, to brands, that simple shift in ranking can mean millions in lost or gained sales. Behind every search result is an ongoing battle among digital marketers, all fighting for the legendary number one spot. Today, we will explore search engine optimization to gain a better understanding of what is really going on behind the screen, then what digital marketers do to improve their results!

    What is Search Engine Optimization and How Does It Work?

    Search engine optimization (SEO) is the process of optimizing a website to increase its ranking on search engine results pages (SERP). Now how is this done? Simple, through the process of crawling, indexing, and ranking. Although those may seem like three random and unrelated words, let me walk you through their process and how they determine what sites are shown and which ones are banished to later pages of the SERP.

    • Crawling: A search engine uses automated bots known as “crawlers” that scan web pages through links to best answer questions typed into the search bar. This process is happening constantly.
    • Indexing: Once crawlers have gathered enough data, they put it on a large list (database).
    • Ranking: This is the important part, the search engine uses algorithms, in order to determine the ranking of the websites listed in the database. Put simply the higher the rank, the closer to the first search result a site has.
    Article content

    Improve Your SEO!

    Now that I have filled your head with digital marketing jargon, it’s time to improve that ranking! This process is simple, you just have to EEAT! Now if the first thing that came to mind was to get some food, you are not entirely wrong. It is always best to be well fed when working, however the type of eat I am talking about is:

    • Experience
    • Expertise
    • Authoritativeness
    • Trustworthiness
    Article content
    Google EEAT (Credit Andava Digital)

    These are Google’s guidelines to garner a high ranking in the SERP, so let’s look at some strategies on how to properly EEAT.

    • On-Page SEO: This process requires some research, you must find what questions your customers are asking, then add them to headings and subheadings in your site. For example, Toyota’s 2026 Corolla Cross Hybrid page uses terms like Hybrid, MPG, and Audio Multimedia, all popular search terms among car shoppers. These elements show that Toyota has expertise in web design and user experience, as well as the trust and authority that come with having an established brand. Through a simple Google search we can see how Toyota uses On-Page SEO to rank first for hybrid SUVs.
    • Technical SEO: Ever clicked on a site that took forever to load, or tried using one on your phone that just didn’t work right? The digital marketer behind that site would benefit from Technical SEO. Notice how sites like Amazon load almost instantly, despite being full of images and listings. This is due to a team of website builders, optimizing code and compressing images which once again, is a key example of web design expertise, allowing the website to secure as many top results as possible.
    • Link Building SEO: When ranking, one of the biggest factors search engines consider are links. But before you add dozens of random links to your site in hopes to increase your ranking, it’s important to understand what links matter. Having links to and from relevant and reputable sites show search engines that your site has credibility. Think of it like the company you surround yourself with: would you rather be surrounded by troublemakers or by rule-followers and team players? The latter clearly makes you look more reliable.

    Wrapping It Up

    SEO isn’t just about algorithms and keywords, it’s about building trust, providing value, and creating a seamless experience for users. From optimizing your pages, improving technical performance, or earning quality links, each step strengthens your site’s credibility and possible ranking. Successful SEO isn’t a one-time change but an constant process of learning, adapting, and improving.

    If you found this helpful and want to learn more about digital marketing and SEO strategies, visit my site for more blog posts!

  • Driving Sales with Data: The Role of Web Analytics in Automotive Marketing

    Driving Sales with Data: The Role of Web Analytics in Automotive Marketing

    Last year around 16 million automobiles were sold in the US. To put it into perspective that’s enough cars to fill 21,333 Costco parking lots, sold in only one year. While many may hear this statistic and instantly dread their next trip to the grocery store, automakers view this as an opportunity. Using what I have learned from my recent Google Analytics Certification and Digital Marketing Class at Western Washington University, I’ll explore how web analytics help digital marketers understand the buyer journey and why these insights are key to the success of automotive companies.

    Shopping for cars has never been easier for consumers, in fact thanks to CARVANA, you can now purchase cars straight from a vending machine. As you can imagine, the process for researching new cars has shifted as well. A recent study from Forrester found that over 90% of buyers conduct extensive online research before purchasing a car. By understanding what features potential buyers are looking for, digital marketers can use web analytics to tailor both ads and products in order to increase sales! Google Analytics now gives digital marketers the ability to track the buyer journey more closely than ever. Let’s take a look at how this works:

    • As soon as google analytics is opened, marketers can see how many potential car buyers have opened their site, from where they are viewing it, and even how likely they are to churn, which can help them form valuable insights on user acquisition.
    • Next let’s talk about user behavior. On the website, users interactions can be tracked through what is known as events. Our marketer notices significantly more events on the new hybrid model compared to the diesel. What could that show us? Possibly that customers are more interested in hybrid models or is it something else entirely?
    • Finally Conversion, the step every marketer wants to see. Using Google Analytics, we see what vehicles customers are buying, what trim levels they are adding, and most importantly, if they are repeat customers.

    Now that we got a good look at how Web Analytics programs such as Google Analytics can improve data collection, let’s shift gears (no pun intended) and look at what this means for automotive marketers.

    Using important metrics such as age, location, preferences, and many more collected from the user journey, Marketers can start to form insights and implement changes. Starting off they can be used to identify areas of growth. Using metrics such as page views, marketers can see what vehicle features are being viewed repeatedly and purchased vs which ones are neglected. This can be a great way to choose what feature to promote in their next ad campaign. Taking a step further by combining acquisition and conversion metrics, marketers can identify the gender, age, and location of customers buying specific cars, creating insights that help them fine-tune future targeting.

    We have seen how analytics can be used by the automotive industry to turn metrics into actionable insights. By utilizing this data, companies can reach the right customers, highlight the features that matter most, stay ahead of the competition, and sell more cars (filling more parking lots in the process).

    Interested in learning more about marketing strategies? Explore more of my blog posts on my website.