Digital Marketing Stukent Certification

The AIDA model states that the process of creating customer follows these four steps: a) Awareness - Interest - Desire - Action b) Awareness - Intensity - Demonstration - Anticipation c) Anticipation - Interest - Determination - Activity d) Aspiration - Innovation - Desire - Activation

a) Awareness - Interest - Desire - Action

URL is an acronym for a) Uniform Resource Locator b) Unattached Requisition License c) Unified Research Link d) Utility Return Limit

a) Uniform Resource Locator

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): a. Conversion rate b. Time on site c. Number of clicks during the visit d. Traffic

a. Conversion rate

The "upper fold" is: a. The portion of a web page that is visible without scrolling down b. Usually the same for mobile devices and desktop computers c. Another name for the navigation menu at the top of a web page d. The area on a retail site that shows the top sellers

a. The portion of a web page that is visible without scrolling down

How can credit card numbers and other sensitive information be transferred across the internet without third parties seeing it (and stealing it)? a) The internet is hack-proof b) Transport layer security encrypts sensitive information c) The internet has developed an ethos of honesty and integrity d) Only computers with the correct IP address can receive information packets sent across the internet

b) Transport layer security encrypts sensitive information

Which of the following in NOT an aspect of successful websites? a) generate traffic b) create captivating design c) drive conversions d) maximize revenue

b) create captivating design

Oli Gardner's principle of clarity has been violated if: a. a website visitor sees multiple calls to action on the same page b. a visitor has no idea where a link leads c. the website provides no reason to believe in the website's credibility d. a visitor converts but does not realize the they completed the action

b. a visitor has no idea where a link leads

In web design, which of the following is more important than a website's visual appeal? a. how many pages it has b. whether it generates a high conversion rate c. how new the website is d. whether the websites uses HTML5

b. whether it generates a high conversion rate

What enables a website to recognize a computer as a return visitor (as opposed to a first-time visitor)? a) The IP address b) The computer configuration c) A cookie d) The computer's physical location

c) A cookie

When a shopper puts an item in their online shopping cart, Amazon recommends add-on products to: a) increase traffic b) increase the conversion rate c) increase revenue d) increase engagement

c) increase revenue

The upper fold of a web page should answer the questions, "What are you offering?" "Why should I pick you?" and: a. "What are your top sellers?" b. "Who is your top competitor?" c. "What do you want me to do next?" d. "Where is the search bar?"

c. "What do you want me to do next?"

A single-purpose landing page: a. Is the same as a single-product landing page b. Is the least effective of the landing page types c. Directs visitors to one (and usually only one) possible action d. Provides as much information to visitors as possible

c. Directs visitors to one (and usually only one) possible action

Which of the following is NOT a dynamic language? a) Java b) Perl c) PHP d) HTML

d) HTML

Which of the following is NOT an example of direct traffic? a) Someone taps the mobile application icon on his/her phone b) Someone clicks on a bookmark from his/her browser c) Someone types in the URL of a website into the browser address bar d) Someone types the name of a website into a search bar and clicks the first link on the search engine results page

d) Someone types the name of a website into a search bar and clicks the first link on the search engine results page

The primary conversion for a lead generation site is: a) a phone call from a website visitor b) a form fill on the website c) a referral to a friend d) both a phone call and a form fill

d) both a phone call and a form fill

Unpaid referral traffic is traffic that comes from: a) banner ads b) bots and web crawlers c) links from other websites that are paid under the table d) links from other websites that are not paid for

d) links from other websites that are not paid for

NSAMCWADLP means that whenever you create an online marketing campaign, you should also create: a. A separate line in the accounting ledger to independently track revenues from the campaign b. A new analytics account to track the results of the campaign c. A new email broadcast to inform customers of the marketing campaign d. A dedicated landing page designed specifically for that campaign

d. A dedicated landing page designed specifically for that campaign

A banner ad for Netflix should lead people to what kind of landing page? a. A single-product landing page b. A multi-product landing page c. A lead generation landing page d. A subscription landing page

d. A subscription landing page

The Mobile First design philosophy advocates for designing the mobile site first because: a. It is easier to adapt a mobile site for display on a desktop computer than it is to adapt a desktop site for display on a mobile device b. Mobile web design is more visually appealing than desktop designs c. Mobile traffic has more volume than desktop traffic d. Both it is easier to adapt for display on a desktop computer AND mobile traffic has more volume than desktop traffic

d. Both it is easier to adapt for display on a desktop computer AND mobile traffic has more volume than desktop traffic

Which of the following is NOT a principle of Steve Krug's design for usability paradigm? a. create effective visual hierarchies b. break pages up into clearly defined areas c. format content to support scanning d. use complementary colors

d. use complementary colors