new media test 1 quiz questions

Unpaid search traffic comes when a user clicks on a. The top advertised listing b. A listing in the sidebar on the right of the SERP (search engine results page) c. A banner ad d. An organic search result

an organic search result

the 'why' question of the three questions design framework is, a. Why should I buy online? b. Why should I pick you? c. Why are you better than your competitors? d. Why should I care about you?

why should I pick you?

what is the most detailed level of geographic information known to analytics? a. GPS coordinates b. ZIP code c. City d. State

zip code

linera attribution gives credit to what? a. All online and offline customer touchpoint b. All prior customer touchpoints that can be tracked in analytics c. Only unique customer touchpoint d. Only banner ads seen by the customer

all prior customer touchpoints that can be tracked in analytics

which of the following is not a technical constraint of mobile devices compared to any desktop computer? a. Mobile devices make scrolling more difficult. b. It is more difficult to type on a mobile device. c. Mobile devices typically load websites more slowly. d. Fingertips are less precise than mouse icons for clicking on content

mobile devices make scrolling more difficult

which of the following best describes oli Gardner's principle of continuance a. Once the user has completed a target action, the user knows the action is done and is encouraged to take additional action. b. Users should experience a uniform, continuous interaction with the website across all devices. c. If a user stops somewhere in the middle of the conversion process, the user should be able to pick up where he or she left off rather than having to start the process over. d. Once a conversion has been achieved, the user should receive the response within 24 hours.

once the user has completed a target action, the user knows the action is done and is encouraged to take additional action

Both paid search traffic and paid referral traffic are the result of a. Successful search engine optimization efforts b. Online advertisements c. Offline advertisements d. Bribes to webmasters

online advertisements

which of the following should go in the upper fold of a lead generation landing page a. Link to Terms and Conditions page b. Phone number c. Extensive content d. Disclaimers

phone number

to cater to the needs of different audiences, a website should: a. Dedicate equal space on the homepage to each audience. b. Include multiple calls to action on each page. c. Appeal to new customers at the expense of existing customers. d. Provide content and/or navigation links wanted by as many groups as possible.

provide content and/or navigation links wanted by as many groups as possible

a retail website's conversion rate is calculated as a. Purchases/Visits b. Visits/Advertisements c. Pageviews/Visitors d. Revenue/Pageviews

purchases/visits

Last-click attribution will likely exaggerate the value of traffic that comes from a. Offline advertising b. Search engines c. Banner ads d. Social Media

search engines

Last week, the 3,000 visits to my site generated $600 in revenue selling product that cost me $300. What is the most I should spend on a PPC advertisement for my website? a) $0.10 b) $0.20 c) $0.25 d) $1.00

$0.10

the 3,000 visits to my site last week resulted in 12,000 hits. what was the average page depth last week? a. 4,000 b. 3,000 c. 4 d. 3

4

a hit is another term for what a. a purchase b. a pageview c. a site visit d. a video view

A pageview

a trust symbol a. Any symbol, icon, image, or small statement communicating to the user that the site is legitimate b. An icon provided by the site owner that must be on the shopping cart page c. A snippet of code that is added to the HTML of the landing page d. None of the above

Any symbol, icon, image, or small statement communicating to the user that the site is legitimate

Web browsers process which of the following languages? a. HTML b. PHP c. Perl d. Java

HTML

which of the following programming languages is a static, client side language (as opposed to a dynamic, server-side language)? a. HTML b. PHP c. Perl d. Java

HTML

What does a cookie do? a. It processes server requests. b. It converts the URL to a domain name. c. It identifies the requesting computer to the server. d. It constructs the HTML code that is sent to the requesting computer.

It identifies the requesting computer to the server.

A retail site should track conversions by setting up a(n) ___________ goal in analytics. a. event b. pages-per-visits c. time-on-site d. destination

destination

To track the number of video views on my site, I would set up a(n) _______________ goal. a. time-on-site b. destination c. event d. pages-per-visit

event

consider the following conversion tunnel visits: 1,000 product in cart: 100 proceed to checkout: 98 entered shipping information: 93 entered payment information: 87 completed transactions: 85 where should we focus our efforts to increase the conversion rate? a. Getting customers to enter shipping information after proceeding to checkout b. Getting visitors to place an item in the cart c. Getting customers to proceed to checkout after placing an item in the cart d. Getting customers to complete transaction after entering payment inforrmation

getting visitors to place an item in the cart

If we find through analytics that visitors from mobile devices have a 0% conversion rate whereas users on a full-size monitor have a 3% conversion rate, what should we do? a. Block mobile users from coming to the site b. Investigate whether our site is optimized for mobile users c. Focus our advertising efforts on mobile users to increase their conversion rate d. Conclude that mobile users are just browsers and not purchasers

investigate whether or site is optimized for mobile users

How does analytics track the identity of a computer? a. It places a cookie on each computer that visits the site b. IP addresses from users' computers pass on personally identifiable information about the owner of the computer c. It looks up the identity of computer users from an NSA database d. It requires all users to log in before browsing the site

it places a cookie on each computer that visits the site

single product landing pages should include all of the following, except: a. Product images b. Call to Action c. Links, images, and info about other products d. Familiar color scheme and logo

links, images, and info about other products

What technical information about a visitor's computer is NOT known to analytics? a. operating system b. Browser c. Memory d. Screen size

memory

My analytics tells me that last week my site had 3,000 visits but only 2,500 visitors. What explains this discrepancy? a. 500 visitors bounced after only one page view, so they did not count as a complete visit b. 500 visitors did not count because they did not enter the site from the homepage c. Some visitors made multiple visits d. The tracking code was not working on 500 visitors

some visitors made multiple visits

in general, advertisers are willing to pay more if a. Their ads are shown to older people b. They can more precisely target potential customers c. They can show their ad repeatedly to the same person d. Their ads are humorous

they can more precisely target potential customers.

In order for two computers to communicate via the internet, they must first locate one another. How do computers locate one another on the internet? a. Through the URL b. Through the IP address c. Through cookies d. Through the server

through the IP address

I have a blog and want to track the engagement of my readers. My blog posts usually take at least 4 minutes to read, and I want to track the percentage of users who read an entire blog post. I should set up a(n) _____________ goal. a. time-on-site b. event c. destination d. pages-per-visit

time-on-site

which of the following is not a way that a media site might measure engagement a. Pageviews b. Video views c. Time on site d. Traffic source

traffic source

Direct traffic is defined as visitors who a. Come to the site directly from Google b. Bookmark a page within the site c. Use a mobile device to browse the site d. Type the URL directly into their browser's address bar

type the URL directly into their browser's address bar

The recommended method for adapting content to all screen sizes is to a. Serve different content to different screen sizes. b. Use responsive web design. c. Create separate URLs for mobile devices. d. Use random assortment content coding.

use a responsive web design

which of the following is not a principle of Steve drug's design for usability paradigm? a. Take advantage of conventions. b. Make it obvious what's clickable. c. Use a sans serif font. d. Eliminate distractions.

use a sans serif font

the ultimate test of quality of a website's design is a. How easily users can find what they're looking for. b. How entertaining and enticing the content is for users. c. Whether the website looks professional to users. d. Whether the website produces a high conversion rate.

whether the website produces a high conversion rate