Market Motive Web Analytics Practitioner Test
Seeking 'what's changed' within reports works well because of which of the following: -'What's changed' highlights changes that often occur outside the top 10 -'What's changed' evens out the statistical noise -'What's changed' focuses attention on the high traffic sources -'What's changed' will show a trending bounce rate increase or decrease
'What's changed' highlights changes that often occur outside the top 10
Which of the following words accurately describe what good KPIs should be? -Uncomplex -Relevant -Timely -Instantly useful -Displayed using modern graphing techniques
-Uncomplex -Relevant -Timely -Instantly useful
Which of the following are effective examples of multi-channel analytics tracking strategies: -Vanity URL on billboard -Online registrations -Unique coupons -Post-order questionnaire -Traffic patterns -Online surveys
-Vanity URL on billboard -Unique coupons -Traffic patterns -Online surveys
Across the board, abandonment rates from customers already inside their shopping carts tends to be: -0-30% -30-60% -60-90% -Abandonment rate inside shopping carts is not a measurable metric
60-90%
A/B testing usually involves which of the following: -Quickly alternating between graphics, faster than the eye can keep up -Presenting different content to visitors in country A vs country B -A 'control' and a 'test' version of the same page -Test results that show a clear customer preference
A 'control' and a 'test' version of the same page
Which of the following best defines a web analytics KPI? -A single value that measures progress towards a measurable business objective -A scorecard or dashboard -A segmented view of visitor behavior -Key Process Information that signifies areas of a website that need modification or improvement
A single value that measures progress towards a measurable business objective
Which of the following multi-channel analytics transaction scenarios would be the most difficult to track with analytics: -A user arrives on your website via a vanity URL and uses a coupon code he had found in a magazine. -A user sees a billboard with a vanity URL, orders from your website using this URL, but fails to identify, in a survey, where he saw the URL. -A user sees a unique coupon code on an online ad, arrives on your website directly through typing in your company URL, and uses an incorrect offer code. -A user completes a survey on your site and, based on the results of the survey, sends the user to a particular product page. The user leaves and returns to that same page, via a browser bookmark, to purchase an item.
A user sees a unique coupon code on an online ad, arrives on your website directly through typing in your company URL, and uses an incorrect offer code.
Web analytics reports become more meaningful when you do which of the following: -Export the data to excel and remove the outliers -Display them as PowerPoint in front of a large audience -Add context by bringing in comparisons. -Include data that executives prefer
Add context by bringing in comparisons.
Choosing a KPI is: -A permanent decision -Best done with the help of an experienced consultant. -An imperfect process where speed trumps perfection. -Only valuable if your site has lots of traffic
An imperfect process where speed trumps perfection.
Conversion rate: -Is only relevant for eCommerce sites. -Applies to all websites with a goal/outcome. -Averages approximately 5% across industry. -Only applies to paid search ads
Applies to all websites with a goal/outcome.
Presenting KPIs works best if you: -Display the statistical confidence -Apply segments to each -Have at least 10, ordered most important to least important -Show an increase in conversion
Apply segments to each
More than anything, site level surveys can help you understand: -Micro issues specific to individual pages. -Browser compatibility -The reason for high bounce rate. -Big picture problems with the site, brand, product, or navigation.
Big picture problems with the site, brand, product, or navigation.
Multi-channel analytics more accurately refers to which of the following: -Campaigns that come from more than one website. -Campaigns that come from vanity URLs -Campaigns that include both PPC and organic components. -Campaigns that include both offline and online components.
Campaigns that include both offline and online components.
Average order value: -Can tell you if your promotional efforts are having the proper impact -Is a misleading and poor KPI -Is valuable only when measured against your conversion rate -Is a less important KPI than traffic
Can tell you if your promotional efforts are having the proper impact
Customer purchase behavior is most easily understood through which of the following: -Examining and segmenting bounce rate. -Comparing days to purchase and visits to purchase. -Compiling popup survey data -Analyzing top entry page reports
Comparing days to purchase and visits to purchase.
Testing and experimentation enables which of the following: -The HIPPO to decide what goes on the website -The web oversight committee to influence things such as background color -Unique visitor counts to increase -Bounce rate to decrease -Customers to decide what goes on the website
Customers to decide what goes on the website
Which one of these is not a valid method for segmenting anonymous visitors? -Cookies -URLs and parameters -Custom variables -Keywords -Demographics
Demographics
Page names, keywords, and types of customers are examples of: -Metrics (no eview Hands-On Building Segments: Metrics and Dimensions) -Dimensions -KPIs -Multipliers
Dimensions
Which of the following is a great use of segmented data? -To filter out IP addresses. -To trend over time. -Distinguish and compare visitor personae. -Award bonuses to your employees.
Distinguish and compare visitor personae.
Dollar ($) Index is calculated with which formula: -Net Revenue / Total Unique Visitors -Gross Monthly Revenue - Net Monthly Revenue / (Unique Page views*Page Bounce Rate) -Total Goal Value - Ecommerce Revenue * (Unique Visitors / Average Page Views Per Visitor) -Ecommerce Revenue + Total Goal Value / # of Unique Page views for Given Page
Ecommerce Revenue + Total Goal Value / # of Unique Page views for Given Page
Which of the following would most likely be considered more a micro conversion than a macro conversion: -A product sale on a retail site. -A donation made on a non-profit site. -Posting a comment on a blog. -Filling out a lead form.
Filling out a lead form.
In web analytics KPIs, bounce rate: -Is an accurate way to compare one website's usability to another. -Depends on being able to set a third party cookie. -Measures the ratio of sessions on your web site that were short time or single pages. -Is an inaccurate measure of website effectiveness -Both A and D
Measures the ratio of sessions on your web site that were short time or single pages.
Average time on site is an example of a: -Metric -Dimension -Segment -Multiplier
Metric
Multivariate testing differs from A/B testing in that: -Multivariate tests are not limited to a subset of website visitors. -Multivariate tests include multiple images and text are swapped into the same fundamental page. -Multivariate tests include statistical techniques which are applied to the results to correct for statistical anomalies. -Multivariate tests require more complex coding knowledge.
Multivariate tests include multiple images and text are swapped into the same fundamental page.
A metric is only useful if it is: -Perfect -Usable across all businesses -Permanent -Both A and C -All of the above -None of the above
None of the above
For optimal results, it is generally better to ask your survey questions: -On exit from the site -The moment the customer reaches the first page -When the incoming query indicates it was from organic vs paid search -When users reach a critical key performance metric
On exit from the site
An easy example of visitor segmentation is: -Total website visitors -Visitors with a large IP address vs small -Paid vs Organic search visitors -Visitors who pick up the phone vs those who email -All of these are examples of segments -None of these are examples of segments
Paid vs Organic search visitors
Which of the following is the most likely example of a micro conversion for a retail website whose revenue is generated by selling camera equipment: -A memory card sale -Posting a comment on the company's blog. -Registration for the company's photography workshop. -A camera sale
Posting a comment on the company's blog. (I think)
The most important attribute of KPI presentations is: -Recommended actions -Bar graphs -Accurate trending charts -Statistical variances
Recommended actions
Of the following, which data source is generally considered the best source for SEO and PPC competitive intelligence information: -Toolbar data collection -Panel data collection -Network data collection -Search engine data collection -Self-reported data collection
Search engine data collection
Segmented data is important because: -Mapping visitors to zip codes permits more accurate targeting. -The IP address of the visitor helps understand their connection speed. -Bounce rate data is incomplete unless segmented first. -Segments add context to otherwise meaningless data
Segments add context to otherwise meaningless data
In multi-channel analytics, the primary key could be best described as which of the following: -The initial point of sale location from your customer. -The initial keyword that a user searches on to arrive at your online store front. -The initial place where a potential customer begins a transaction with your business. -The initial paid search ad a user clicks on to arrive at your online store.
The initial place where a potential customer begins a transaction with your business.
Which of the following best explains the power of Keyword reports from your web analytics data: -They reflect the original intent of the website visitor. -Although you can only ever see paid search keywords, it's worth the effort. -You can see how your competitors are buying keywords. -You can extrapolate Internet trends
They reflect the original intent of the website visitor.
Web analytics offers insight into important data, but only with surveys can you: -Grasp the path they take through the site -Discover your most valuable keywords -Understand the user's intent -Complete a comprehensive dashboard
Understand the user's intent
Which of the following is NOT possible to accomplish simply by looking at your web analytics data: -Analyze visitor loyalty. -Understand why bounce rate is high for a particular page. -Calculate total unique visitors. -Measure traffic arriving via organic vs paid search. -Determine which landing pages convert the most.
Understand why bounce rate is high for a particular page.
Latency to goal (e.g. days to purchase) can be most useful for: -Understanding the buying cycle -Indicating email deliverability. -Paid search campaigns -Diagnosing cookie deletion rates
Understanding the buying cycle
Which of the following formulas will produce your net income: -Unit margins multiplied by unit volume -Price plus cost multiplied by unit volumes. -Cost minus price multiplied by unit volumes.
Unit margins multiplied by unit volume
The below URL is generally described as which of the following: http://www.dell.com/tv -URL redirect -Vanity URL -Primary key identifier -Unique coupon
Vanity URL
Visitor orbit refers to: -Time between visits -Time between purchases -Visitor loyalty -Visitor time on site
Visitor loyalty
Which of the following is an example of a micro segment: -Visitors who arrived from a search engine between 6:00am and 12:00pm and who register for a monthly newsletter. -Visitors who arrive from Google. -Visitors with a bounce rate below 65% -Visitors who arrive from a search via a generic keyword. -All of these are examples of micro segments.
Visitors who arrived from a search engine between 6:00am and 12:00pm and who register for a monthly newsletter.
Top entry pages report tells you which of the following: -What pages are effectively a homepage to your visitors. -Which pages have high page rank. -Which visitors have a short attention span. -Which sites are driving the most traffic to your site
What pages are effectively a homepage to your visitors.
Which of the following is more optimally suited for a page-level survey: -Whether a specific news article was helpful to the user. -User engagement rate. -Effectiveness of overall site goals. -How well the website running effective A/B landing page tests.
Whether a specific news article was helpful to the user.
The winner between 'control' and 'test' is usually determined by: -Which one leads to a higher conversion rate. -Which one generates more page views. -Which one the HIPPO likes best. -Which version leads to a decreased bounce rate
Which one leads to a higher conversion rate.
At minimum, the three basic, but highly valuable questions, to ask in a simple web survey are: -What is your age? What is your average income? What is your email? -Why are you here? Did you get this done? If not, why not? -Do you find this website usable? What search engine brought you here? Will you buy form us again? -Where did you come from? How did you hear about this site? Are you planning on returning?
Why are you here? Did you get this done? If not, why not?
Which of the following is a limitation of A/B testing: -You cannot test paid search landing pages. -They are incompatible with versions of Internet Explorer before 7.0. -Too many variations cause inaccurate data -You are only testing one change at a time
You are only testing one change at a time