MKT 3350 - Exam 1
The upper fold of a webpage should answer the questions, "What are you offering?" "Why should I pick you?" and - "What are your top sellers?" - "Who is your top competitor?" - "What do you want me to do next?" - "Where is the search bar?"
"What do you want me to do next?"
A retail website has a conversion rate of 6% and a revenue per purchase of $40. If the website has a 55% gross margin, how much on average does it make in profit for every session?
$1.32
An eCommerce website collects the following analytics for the month of December: 978 sessions, 44 conversions, and $1820 in revenue. What is the revenue per session?
$1.86
Raul has a retail website. He wants to increase his earning from the site. He knows there are a lot of key performance indicators (KPIs) that give him information, but which ones should he focus on to best help him increase revenue? 1. Sessions 2. Pages per session 3. Average engagement time 4. Conversion rate 5. Revenue per purchase 6. Average time on site 7. New account sign-ups 8. Revenue per session
1, 4, 5, and 8
Which of the following best describe linear attribution? - Full credit is given to the source that brought the customer - Full credit is given to the search or banner ad - 1/3 credit is given to each click - Full credit is given to the most recent click
1/3 credit is given to each click
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%, 25%
NSAMCWADLP means that whenever you create an online marketing campaign, you should also create: - A separate line in the accounting ledger to independently track revenues from the campaign - A new analytics account to track the results of the campaign - A new email broadcast to inform customers of the marketing campaign - A dedicated landing age designed specifically for that campaign
A dedicated landing age designed specifically for that campaign
Old Navy creates a banner ad that features an image of two men wearing Old Navy jeans. The text in the banner ad says "Fits for a king. From Straight to Slim, we've got the jeans for you." Which of the following landing pages should Old Navy use? - A long-copy landing page with an article about the manufacturing process of their jeans - A single-product landing page featuring one of the jeans in the image - A lead-generation landing page asking visitors to enter their email address for coupons - A multi-category landing page featuring men's jeans, shirts, and shoes - A multi-product landing page featuring different types of men's jeans
A multi-product landing page featuring different types of men's jeans
A special advertisement for the New York Times should lead people to what kind of landing page? - A single product landing page - A multi product landing page - a lead generation landing page - a subscription landing page
A subscription landing page
Where should a lead-generation website feature its phone number? - At the bottom of the page, typically in the a footer section - On a designated "Contact Us" page - Above the fold, typically in the right-hand corner - Anywhere that makes the most sense
Above the fold, typically in the right-hand corner
Henry owns a website that sells Adirondack chairs (and only those). Which of the following keywords should be mapped to his homepage? - Chairs - Outdoor Furniture - Classic wooden folding Adirondack chair - Adirondack chair
Adirondack chair
Which of the following is a type of traffic a website can earn? - Direct Traffic - referral traffic - email traffic - All of the above
All of the above
The importance of keyword mapping is: - To make sure the most appropriate webpage to show up on the SERP for every search phrase - To organize SEO efforts across the many search phrases the website is targeting - To prevent keyword cannibalization in a website's SEO efforts - All of these are correct
All of these are correct
Which of the following is true concerning hero images? - A hero image is usually at the top of the page - a hero image should appear underneath the navigation menu - a hero image is a large image containing a call to action - all of these are correct
All of these are correct
Another place that websites can embed keywords is in the images. For example, in the Amazon screenshot there are two children wearing Halloween costumes. When you right-click on the image and "Inspect" the element, you can find that they image is called "Most-loved Halloween picks." Which of the following keyword controls is being used by Amazon in this example? - URL - Main content - Title Tag - Header tag - Alt Text - Anchor text
Alt text
Segmentation refers to... - The portion of leads that convert into revenue for the company - A what-if comparison that required large quantities of data to be effective and accurate - The number of times an event was recorded by analytics - Any method of dividing customers into groups that differ in a meaningful and actionable way
Any method of dividing customers into groups that differ in a meaningful and actionable way
The AIDA model states that the process of creating a customer follows these four steps:
Awareness --> Interest --> Desire --> Action
Why is a high bounce back rate a negative signal of a web page's quality?
Because this behavior indicates that the searcher did not like what they saw or find what they were looking for.
Organic search results are typically displayed: - On page 2 - at the top of the SERP - Below the paid ads - Interspersed with paid ads
Below the paid ads
The primary conversion for a lead generation site is:
Both a phone call and a form fill
The mobile First design philosophy advocates for designing the mobile site first because: - It is easier to adapt a mobile site for display on a desktop computer than it is to adapt a desktop sire for display on a mobile device - mobile web design is more visually appealing than desktop designs - mobile traffic has more volume than desktop traffic - both it is easier to adapt for display on a desktop computer AND mobile traffic has more volume than desktop traffic
Both it is easier to adapt for display on a desktop computer AND mobile traffic has more volume than desktop traffic
The secondary conversion for an affiliate marketing site is:
Clicking on an affiliate link
Which of the following is considered one of the most important indicators of a retail website's success?
Conversion Rate
The netflix.com home page is focused on their desire to have visitors sign up for an account. It features a single field asking you for your email address and a big red button with the label "Get Started." As visitors scroll through the page, they see that all of the information is designed to make visitors want to sign up for an account. Based on this information, which type of web page design is netflix.com using? - Design for usability - Three Questions - Conversion-centered design - Mobile-first - Segments
Conversion centered design
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 - time on site - number of clicks during the visit - traffic
Conversion rate
When you visit amazon.com, the website recognizes you as a return visitor. This allows you to remain logged in and allows Amazon to give you a customized website. Which of the following gives amazon.com the ability to recognize you as a return visitor rather than someone visiting for the first time? - Transport layer security - Cookies on your device - Your IP address - Your device's physical location - Your browser settings
Cookies on your device
Which of the following is NOT an attribution method? - Counterfactual - Last-Click - Linear - Time-Decay
Counterfactual
Which of the following is NOT an aspect of successful websites?
Create captivating design
Which of the following is NOT one of the three objectives of a website? - Maximizing revenue per conversion - Generating traffic - Creating and keeping customers - Driving conversions
Creating and keeping customers
A single-purpose landing page: - Is the same as a single-product landing page - Is the least effective of the landing page types - Directs visitors to one (and usually only one) possible action - Provides as much information to visitors as possible
Directs visitors to one (and usually only one) possible action
Hideki wants to make changes to his website so that search engines see it as offering quality content to potential visitors. Which of the following would be good for him to focus on? - Making sure each of his pages has at least 80% keyword density with keywords placed in the most relevant places. - Ensuring that his meta description is short and accurate, creating content that is fresh and fully original, and taking steps to reduce his bounce rate. - Changing out any pictures that are less than 300 DPI for higher quality ones and ensuring that no copy on the sire is smaller than 10 point font. - Posting about his site on the largest social media channels at least three times per day and adding at least one video to each page of his site.
Ensuring that his meta description is short and accurate, creating content that is fresh and fully original, and taking steps to reduce his bounce rate.
For a search engine like Google, a Key Performance Indicator (KPI) is the number of pages viewed per session. True or false: Improving Google's success means increasing the average pages per session.
False
True or false: Since media websites (like ESPN.com) don't sell products, media websites have no conversion metrics.
False
True or false: When engaging in search engine optimizations, companies should only focus on a single keyword.
False
A website's analytics report shows 24,000 conversions on the website during the past week. How many purchase conversions did the website have?
Fewer than 24,000 purchase conversions, because the conversions metric includes many types of conversions
What is the largest registrar for domain names?
GoDaddy
Websites use _____________ and _______________ code to instruct web browsers how to display a webpage.
HTML, JavaScript
An analytics package records all of the following information from visitors EXCEPT: - The timing of the visit/click - Browser being used - Location of the visitor - Hard disk space of the computer
Hard disk space of the computer
What is the difference between on-site and off-site SEO?
On site SEO deals with the formatting of content on the website to maximize its chances of ranking for all desired search, while off site SEO deals with the creation and dissemination of content on a website to build quality backlinks to the site
Google Analytics gathers all of the following information about a web page visitor EXCEPT - What browser the visitor is using - The name of the visitor - Whether the visitor made a direct visit or clicked a link - The time of the visit - The approximate physical location of the visitor - What link the visitor used to find the page - The screen resolution being used
The name of the visitor
The "upper fold" is: - The portion of a web age that is visible without scrolling down - usually the same for mobile devices and desktop computers - another name for the navigation menu at the top of a web page - the area on a retail site that shows the top sellers
The portion of a web age that is visible without scrolling down
Which of the following attribution methods involves giving some credit for a conversion to all of the ads a customer saw prior to making a purchase, but awarding the most credit to the most recently viewed ad? - Last Click attribution - First Click attribution - Linear attribution - Time decay attribution
Time decay attribution
The image below shows the amazon home screen with the browser. At the top of the screen, in the tab, there is text visible. This text says, "Amazon.com. Spend less. Smile more." (The word "more" isn't visible.) Which of the following keyword controls is described above? - Main Context - Anchor text - Title tag - URL - Header Tag - Alt text
Title Tag
Why should an ecommerce website owner evaluate and test different parts of their website's conversion funnel? - To discover where in the process visitors abandon their purchases and see if small changes can improve conversion numbers - To discover what is the best way to organize their products - To discover which keywords are the most beneficial to use in SEO and Keywork marketing - The discover how alt text can improve keyword placement as well as to help vision impaired visitors make a purchase
To discover where in the process visitors abandon their purchases and see if small changes can improve conversion numbers
What is unpaid search traffic?
Traffic that comes to a site from organic search result clicks
Companies use A/B testing on their websites. What this means is that the company makes a modification to the site (version B) and compares conversions to the original version of the page (version A). True or false: Companies should be continually conducting A/B testing to improve conversion rates.
True
True or False: Web pages should be designed for scanning rather than reading.
True
True or False: When a company is mapping keywords to different pages on the website, the company should try to make sure that they do not optimize multiple pages for a single keyword.
True
True or false: A ranking of 1 indicates that the search phrase is the top organic search result, while a ranking of 34 indicated it is the fourth result on the fourth page.
True
True or false: The conversion funnel helps digital marketers determine where in the conversion process site visitors drop out of the conversion process.
True
Marisa is about to launch her website that sells a variety of products that are handmade from fishing nets that have washed ashore. She wants to make sure her visitors understand that her site is legitimate and trustworthy. Which of the following should she include on her pages to instill confidence in her visitors? - Confidence boosters - legitimacy marks - trust symbols - assurance badges
Trust Symbols
Landing pages should match their corresponding advertisements on all of the following dimensions EXCEPT: - Product or service - message - URL - Visual components
URL
URL is an acronym for:
Uniform Resource Locator
A website's analytics report shows that the average engagement time this week was 1 minute 30 seconds. The average time the prior week was 1 minute 10 seconds. What inference can be made about this website? - The website's design improved this week - Users on average spent longer actively browsing the site - Purchase revenue also increased this week - Ad targeting improved this week
Users on average spent longer actively browsing the site
All of the following are technical issues that could prevent a web page from achieving the SERP it deserves except: - Inadequate internal linking - punishment for using black-hat practices - A "dirty" sitemap - Using a domain extension other than .com, .org, .edu, or .gov
Using a domain extension other than .com, .org, .edu, or .gov?
Which of the following statements best describes the process of communication between computers and servers that enables people to interact with web pages on the internet?
Web pages are stored as HTML code on servers; a computer (including mobile phones, tablets, laptops, and desktop) requests a page from the server and a program called a browser interprets and displays the HTML code it receives.
If a company advertises a product category, the ad should lead people to what kind of landing page? - A single-product landing page - a multi-product landing page - a lead generation landing page - a subscription landing page
a multi product landing page
Oli Gardner's principle of clarity has been violated if - A website visitor sees multiple calls to action on the same page - a visitor has no idea where a link leads - the website provides no reason to believe in the website's credibility - A visitor converts but does not realize that they have complete the action
a visitor has no idea where a link leads
Black-hat SEO practices are....
actions designed to manipulate a search engine into giving a website good rankings without the site actually providing value to searchers.
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 be? - https://jane.com/category5 - https://maternity.jane.com/ - https://jane.maternity.com - https://jane.com/maternity
https://jane.com/maternity
Below is the URL for our Canvas course. Which of the following is the domain name? https://bgsu.instructure.com/courses/1363889
instructure.com
What is the purpose of an XML Sitemap?
it is a technical map of a website that helps website crawlers to index the site properly
For a search engine, "relevance" refers to - the extent to which a webpage's content matches the searcher's query - whether a website has been visited by the searcher before - the traffic level of the website - how many pages on the website link to one another
the extent to which a webpage's content matches the searcher's query
"Analysis paralysis" occurs when: - The sheer volume of data overwhelms a manager and causes inaction - a manager makes so many good inferences from the data that he/she makes too many changes - An analyst goes on vacation without someone else replacing his/her job responsibilities - An analytics package is improperly installed and thus data tracking stops
the sheer volume of data overwhelms a manager and causes inaction
Which of the following is NOT a principle of Steve Krug's design for usability paradigm? - Creative effective visual hierarchies - break pages up into clearly defined areas - format content to support scanning - use complementary colors
use complementary colors
In web design, which of the following is more important than a website's visual appeal? - How many pages it has - whether it generates a high conversion rate - how new the website is - whether the website uses HTML5
whether it generates a high conversion rate
Which of the following is the website design philosophy that is less concerned with the optimal layout and presentation of a site and more concerned with its ability to be versatile across device types? - Conversion Rate Optimization - Mobile First - Three Questions - Design for Usability
Mobile First
"long tail keywords" are:
More specific versions of a core fathead term
A website had 2000 sessions from 1000 users this week. All 1000 of these users had also visited the website during the prior week. In the analytics report, which metric will show a 0? - Sessions - Conversions - New Users - Average engagement time
New Users
Rowan is creating an ad to increase sales of his newest international soda flavor. The ad will direct visitors to a landing page he is creating specifically for the ad and new soda. Which of the following options does Rowan need to make sure his landing page accomplishes? - He should ensure the landing page is all about the product he is featuring in his ads. - He should ensure the landing page features the new product and includes links to all of his other products, as well as his associated blog. - He should ensure the landing page includes the logos for his other international soda brands, as well as links to those products on his website. - He should ensure the landing page has a prominent sections for visitors to sign up for his soda of the month delivery club.
He should ensure the landing page is all about the product he is featuring in his ads.
Fill in the blanks: "If the profit per session is ___________, bring more traffic. If the profit per session is __________, improve conversion."
High, Low
Which of the following is TRUE about creating a web page? - High-quality images and video can help make a page seem more credible and trustworthy - Placing awards and honors on a company's website will have no impact on customer trust - Websites should be designed with a warm color scheme to encourage conversions - Website forms should be designed to capture as much customer information as possible - Websites must have a clear navigation bar at the top of the screen to drive conversions
High-quality images and video can help make a page seem more credible and trustworthy
When a shopper puts an item in their online shopping cart, Amazon recommends add on products to:
Increase revenue
Channel analysis enables an analytics user to: - Determine which ad copy produced the highest click-through rate - Investigate which traffic source produced the best-quality traffic - Conduct counterfactual analyses of the effect of increased marketing investments in any channel - Find ways to shift paid traffic sources toward unpaid traffic sources
Investigate which traffic source produced the best-quality traffic
What is the purpose of the URL inspection tool? - it determines the position of the website in the SERP within the organic search results - It is a technical map of a website that helps website crawlers to index the site properly - it measures the length of time it takes for a page's main content to appear - It allows webmasters to test whether Google is properly crawling and rendering pages
It allows webmasters to test whether Google is properly crawling and rendering pages
Which of the following about attributions is true? - A time-decay attribution model provides the most accurate attribution model. - It is difficult to accurately attribute a conversion to a specific click. - The default reporting in Google Analytics provides the most accurate attribution model. - Google Analytics is able to track offline advertising exposures.
It is difficult to accurately attribute a conversion to a specific click.
What is the purpose of a Domain Name System (DNS)? - It receives requests for website content and sends the requested content so that users can peruse the website on a browser - It allows users to access a website without being observed by third parties - It manages the translation of domain names to IP addresses so that requests for a specific domain are routed to the correct server - It is code that instructs browsers how to display a webpage
It manages the translation of domain names to IP addresses so that requests for a specific domain are routed to the correct server
Unpaid referral traffic is traffic that comes from:
Links from other websites that are not paid
When you run a Google search for a local hair salon, the results will have a a list of local companies separated from the other results. This separated group of local businesses is referred to as which of the following? - ABC local park - My business listing - NAP directory - Local Directory - Local Park
Local Park
Zoe has a recipe blog that she monetizes using affiliate marketing. She has several affiliate offers she's promoting on her blog that are placed in order of when she was accepted to promote them - the most recent one is shown to visitors first. Which of the following is the best way for Zoe to increase er affiliate revenue in the shortest time? - Focus on keywords and phrases to get better search engine result placement. - Poll her readers to see which types of affiliate offers they would most likely interact with. - Reduce her content to make room for more affiliate ads - Organize the offers she is promoting based on how much commission they offer - showing the highest-paying offers first.
Organize the offers she is promoting based on how much commission they offer - showing the highest-paying offers first.
Which of the following is NOT one of the most worthwhile areas for a website owner to target when maximizing keyword optimization? - Title tag - Production description - URL - Image or alt tags
Product description
Which of the following is NOT a secondary conversion factor for an eCommerce website? - purchase - create account - sign up for emails - pay for premium account
Purchase
A company wishing to rank for local searches should first: - Register and verify its business with Google's My Business - Ask its customers for reviews on Yelp and other similar websites - Begin advertising on Google's ad network - Change its business name to include its more important keywords
Register and verify its business with Google's My Business
Which of the following is NOT a KPI for a lead generation site? - Close rate - Closed deal value - revenue per session - revenue per purchase
Revenue per purchase
For a retail site, which KPI helps the site owners determine the amount they are willing to spend to acquire a visitor using paid ads? - Conversion rate - Revenue per session - Average order value - Number of sessions - Average session duration
Revenue per session
Which of the following is a primary conversion for a search engine? - Someone ordering a pizza on papajohns.com - Someone booking plane ticket using kayak.com - Someone watching a new movie on Netflix - Someone listing their home or apartment on Airbnb - Someone signing up for a newsletter on hotels.com
Someone booking plane ticket using kayak.com
Which of the following is an example of direct traffic to a website? - Someone clicking on a link in an influencer's post - Someone clicking on a Google search result link - Someone clicking on a display ad on a website - Someone clicking on a bookmark in their browser
Someone clicking on a bookmark in their browser
Which of the following 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.
Walmart.com was used as an example of a website designed for usability. All of the following were given as reasons why it is designed for usability EXCEPT which one? (In other words, which of the following was NOT given in class as an example of it being designed for usability?) - The Walmart.com home page has clearly-defined areas for specials, ordering, and shopping by category - Walmart.com is organized in a hierarchical way with menus and sub-menus. - Walmart.com is filled with many images, which makes the site easy-to-read for visitors. - The Walmart.com home page was designed as a mobile-site and then converted for desktop viewing. - Walmart.com follows the conventions of other retail sites.
The Walmart.com home page was designed as a mobile-site and then converted for desktop viewing.
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"
Even a highly relevant keyword may not be worth pursing in your SEO if: - the keyword is too long - the keyword has no traffic - the keyword is synonymous with other terms - the keyword is often misspelled
The keyword has no traffic
If your website ranks 1, 9, 98, and 112 for four different keywords, on which keyword should your website first target SEO efforts?
The keyword on which your site ranks #9
The most reliable way to measure advertising effectiveness is to: - Stop advertising altogether - Use Google's data driven attribution tool - use linear attribution - conduct a carefully controlled experiment
conduct a carefully controlled experiment
