Digital Marketing Quiz Questions
The upper fold of a webpage should answer the questions, "What are you offering" "Why should I pick you?" "What do you want me to do next"?
"What do you want me to do next"?
Of 500 sessions that occurred on a website during a one week period, 200 of them started on the homepage; 100 of these 200 sessions saw only the homepage before leaving the site. Of the 300 sessions that started on other pages, 100 of them consisted of only one pageview. What is the homepage's entrance rate?
200/500 = 40%
During a one-week period , a website had 3,000 total pageviews from 500 sessions. What is the site's average page depth?
3,000/500 = 6
A lead generation website received 1,000 visitors, gained 80 leads, and booked jobs with 20 of those leads. What is the conversion rate and what is the close rate?
8% ; 20%
The AIDA model states that the process of creating a customer follows these four steps:
Awareness - Interest - Desire - Action
What is NOT an aspect of a successful website?
Create captivating design
A retail website that wants to track it's conversion rate should set up what type of goal?
Destination
What is NOT a dynamic language?
HTML
The Mobile First design philosophy advocates for designing the mobile first because
It is easier to adapt for display on a desktop computer AND mobile traffic has more volume than desktop traffic
What is NOT an example of direct traffic?
Someone types the name of a website into a search bar and clicks the first link on the search engine results page
Including the word "maternity" in the alt text and file name of several images on the maternity category page of Jane.com will improve the page's relevance score for searches using the word "maternity". What other benefit can result from this?
The images are more likely to show up on image searches that use "maternity"
Why is a high bounce back rate a negative signal of a webpage's quality?
This behavior indicates that the searcher did not like what they saw or find what they are looking for
How can credit card numbers and other sensitive information be transferred across the internet without third parties seeing it (and stealing it)?
Transport layer security encrypts sensitive information
URL is an acronym for:
Uniform Resource Locator
What is NOT a principle of Steve Krug's design usability paradigm?
Use complementary colors
A website that sells software made 100 sales of $200 each from 2,000 sessions (for a total of $20,000 in revenue and profit- the marginal cost of these sales was $0). The average cost to generate each session was $5 (the traffic came from a paid advertising campaign). Were these 2,000 sessions profitable?
Yes
What enables a website to recognize a computer as a return visitor (as opposed to a first time visitor)?
a cookie
NSAMCWADLP means that whenever you create an online marketing campaign you should also create
a dedicated landing page designed specifically for that campaign
A banner ad for Netflix should lead people to what kind of landing page
a subscription landing page
Oil Gardner's principle of clarity has been violated if
a visitor has no idea where a link leads
Organic search results are typically displayed ...
below the paid ads
The primary conversion for a lead generation site is
both a phone call and a form fill
The most reliable way to measure advertising effectiveness is to
conduct a carefully-controlled experiment
When conducting an A/B test to improve a web page's design. the measure that should be used to determine which page is better is usually (but not always)
conversion rate
A single purpose landing page
directs visitors to one (and usually only one) possible action
An analytics packages records all the following information from visitors EXCEPT
hard disk space on the computer
Jane.com sells clothing and accessories. They want their line of maternity clothing to show up on searches that include "maternity". What should the URL for the maternity category page be?
https://jane.com/maternity
When a shopper puts an item in their online shopping cart, Amazon recommends add-on products to
increase revenue
Unpaid referral traffic is traffic that comes from
links from other websites that are not paid for
A low conversion rate can be caused by all of the following EXCEPT poor audience selection overly responsive design technical glitches poor web design
overly responsive design
A company wishing to rank for local searches should first..
register and verify it's business with Google's My Business.
"Long Tail Keywords"...
search terms with lower volume than "fat head keywords"
For a search engine, "relevance" refers to...
the extent to which a webpage's content matches the searchers query
Of 500 sessions that occurred on a website during a one week period, 200 of them started on the homepage; 100 of these 200 sessions saw only the homepage before leaving the site. Of the 300 sessions that started on other pages, 100 of the consisted of only one page view. Which is higher: the site bounce rate or the homepage's bounce rate?
the homepage's bounce rate
Even a highly relevant keyword may not be worth pursuing in your SEO if...
the keyword has no traffic
If your website ranks 1, 9, 98, 112 for four different keywords, on which keyword should your website first target SEO efforts?
the keyword on which your site ranks #9.
The "upper fold" is
the portion of a webpage that is visible without scrolling down
"analysis paralysis" occurs when
the sheer volume of data overwhelms a manager and causes inaction
The benefit of keyword mapping is...
to organize SEO efforts across the many search phases the website is targeting to prevent keyword cannibalization in a website's SEO efforts to make sure the most appropriate webpage shows up on the SERP for every search phrase.
In web design, what is more important tan website's visual appeal is
whether it generates a high conversion rate
