MKT 3308 Digital Marketing Final Exam

Revenue per session

This is a key metric that every retail site should follow. The revenue procession is calculated as revenue divided by sessions. This metric is important because it determines how much a company can spend on advertising to attract users to insights profitability

Conversion rate

This metric tracks the percentage of sessions that result in the incident action. Ex. For a retail site, it would be the percentage of sessions that result in a purchase.

Social media post and ad

Traffic from social media typically comes from one of three sources Constant created by the company example of the company tweets a 10% discount on select merchandise., Constant created or shared by other social media users example a Pinterest user pans one of a company's products camera others on Pinterest follow this page back to original site, advertising on social media platform the company pays for Facebook video ads.

How can credit card number and other sensitive information should be transferred across the Internet without third-party seeing it (and stealing it)?

Transport layer security and Crips sensitive information

URL is an acronym for:

Uniform Resource Locator

Which of the following is not a principal of Steve krug for is ability demo Graham

Use complementary colors

Closing

Use positive messaging close to the desired click region. Negative words can sometimes inhibit clicking

The most reliable way to measure advertising effectiveness is to

Conduct a careful control experiment

When conducting an A.B. test to improve a website design, the measure that should be used to determine which page is better is usually but not always

Conversion rate

Search engine

Conversion, booking hotel reservation Secondary conversion: check on ad, sign up for emails

Affiliate marketing

Conversion: click affiliate link secondary conversion: purchase

Social media

Conversion: create account Secondary conversion: constant creation tweet post, constant interaction like favorite repost.

Media

Conversion: engagement Secondary conversion: page views, video views, create account

Lead generation

Conversion: lead phone call of form submission Secondary conversion: sign up for emails

market place

Conversion: posting item for sale making a purchase secondary conversion: create account

Retail e-commerce

Conversion: purchase Secondary conversion: create account, sign up for emails, pay for premium account.

Which of these is not a aspect of successful websites?

Creative Captivating design

A retail website that wants to track his conversion rate should set up what type of goal

Destination

A single purpose landing page

Direct visitors to one in only one possible action

Congruency

Do all the words on the page encourage to conversion or do some words to strike potential customers from the desired

Credibility

Do you potential customers have ample reason to believe you can deliver on your promises?

Land generation leading pages

Mostly generation sites I want visitors to either call in or fill out an email form. Does a landing patient show a phone number prior merrily in the upper field typically with a call to action.

NSAMCWADLP

Never start a marketing campaign without a dedicated landing page

Social media KPI's

New account sign ups conversion:, a social media platform is a large user base, so signing up a new user is of paramount importance Post/tweets/Pin/ECT: most social media sites are driven by user generated content, so a KPI for a social media site is any measure that reflects the amount of content being created by users Likes/retweets/re pins: social media sites need users to not only create constant but also consume it. The very nature of constant Cassatt consumption across social media platforms means and no single metric will work for all social media sites. Average time on site: an alternate measure of constant consumption my simply be the amount of time spent on the site.

Back links

Obtaining links from external sources is an important aspect of search engine optimization, which may begin to discuss in the next chapter but mini web developers often forget the that those external links can also prove provide a significant share of a size traffic

Continuance

Once you've obtained the desired conversion, does the customer know they're completed the intended action and are they being encouraged to obtain the next conversion?

Visit to a site might be generated from all the following sources

Organic search, pay such as Google ads are being eggs, display ads, emails, social media post, social media advertising, back links, affiliated links

A low conversion rate could be caused by all of the following except

Overly responsive design

If a site is showing poor conversion rate

Poor messaging on the site, poor audience selection, technical glitches

Exit rate

percentage of pageviews that result in an exit.

Pageview

"hit" occurs any time user accesses page on website

Pages/Screens per session

A user views a specific number of pages or screens Ex. Five pages or screens have been loaded

Oil Randers principle of clarity has been violated if

A visitor has no idea where a leak link leads

Analysis paralysis occurs when

The sheer volume of data overwhelms a manager and causes inaction

How Analytics Works

1. AnInternet user take some action that results in a request for a page on the website. 2. When the user navigates to the webpage, the web server receives a request for the information on this page, which the service is across the Internet to the requested computer. 3. The data collection center will store data about this survey request and all other server request until a user recipient request this data through the analytic report center. 4. The analytic package will aggregate and organizes data in a variety of ways according to the users request.

Of 500 sessions That occurred on a website during a one week., 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 page view. Which is higher: the site bounce rate or the homepage Bao's right?

40% 200÷500

During a one week period, website had 3000 total page views from 500 sessions what is the sides average page death.

6

A lead generation website received 1000 visits, gained 80 leads, and both jobs with 20 of those leads. What is the conversion rate and what is the clothes right?

8%;25%

What enables a website to recognize a computer as a return visitor as opposed to a first time visitor

A cookie

NSAMCWADLP means That way whatever you create an online marketing campaign, you should always create

A dedicated landing page designed specifically for that campaign

Conversion Funnel

A graphical representation that summarizes the steps a consumer takes in making the decision to buy your product and become a customer.

Revenue

A retail side they're set up a destination goal for each purchase can also pass on to analytics the amount of money being spent when the order so the analytics contractors information. Revenue can also be attached to other types of goals.

Organic search

A site that has been search engine optimized should be receiving organic search traffic from a variety of search terms. For example, a beef jerky company should show up on the search results for searches on beef jerky, turkey jerky, organic beef jerky, best beef jerky.

Destination

A specific location loads Ex.Thank you for registering webpage or app screen

A banner ad for Netflix should lead people to what kind of landing page

A subscription LANY page

Above the fold

Also known as above upper fold, is the portion of the website that can be seen without having to scroll down

Search traffic

An Internet user clicks on a link to the site from a search engine results page this can technically be considered referral search traffic and referral traffic differ from one another in many ways so are considered separately. And pay any traffic that comes to a site from clicks on an organic search results on the search engine results page or SERP

Referral traffic

An Internet user clicks on a link to the site from another site. Paid comes from banner at TexMex Richmond ERS or video ads that the website has paid to display on other websites such as the ad for Supercuts found an article on newyorktimes.com. Unpaid referral ants refer to any visitors that come to the website from any links that are not paid for.

Call to Action (CTA)

An image or line of text that prompts visitors, leads, and customers to perform a desired action.

Identity of requester

Analytics does not know the actual eggs a density of the user but it identifies you need computers or devices typically through the case of cookies or device IDs.

Geography

Analytics does not know the address of the users in those general geography of each user

Timing of request

Analytics would not know the order of webpages within a session without knowing the time that each page view occurred

subscription landing pages

And media website makes more money as traffic increases in one way to increase traffic is to side business up for school subscriptions.

Trust symbol

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

Session

Any time a user enters a website, he has created a session. A session may consist of one more page views.

User

Are use or is someone who creates at least one session, we may make multiple visits or sessions

The primary conversion for a lead generation site is

Both a phone call in a form fill

Average Page Depth

Calculated as pageviews/sessions. This is a measure of user engagement with a website

Display ads

Even more than paid search ads, display ads are likely to vary on several dimensions, including the Constant on the ad, the click through the CTA call to action in the ad, and the targeting method, traffic generated from these ads may come from dozens or hundreds or thousands of different websites. Breaking down side traffic across these display varieties were indicate which it was most effective which call to actions are most effective and which sites are bringing the most qualified traffic.

Design for usability

Follow website conventions Create effective visual hierarchies Break pages up into clearly defined areas Make it obvious what's clickable Eliminate distractions Format content to support scanning

Which of the following is not a dynamic language

HTML

An analytic package records all of the following information from visitors except

Hard disk space of the computer

Multiple product landing pages

If a company advertise a product category instead of one product anyone who clicks this ad should arrive at a landing page featuring multiple products from this product category

Single product landing pages

If a company advertises a specific product the landing page should be all about the same product. If you have the following product image unique value proposition UVP call to action how to proceed from bigger color scheme and logo

Paid search

If a company is paying for a search results on Google or Bing, it should be running multiple ads. If it connects to its analytics account which is paid search account. It can track site behavior for each add a group, including the conversion rates resulting in each ad

Affiliated links

If a company pays referral fees to a partner website for quality traffic, it should be optimizing this traffic. If this traffic is converting at a low rate, neither website will be happy with the results.

Event

In action defined as in events is triggered Ex. Social recommendation/video play/add click

When a shopper put an item in their online shopping cart, Amazon recommends ad on products to

Increase revenue

Direct traffic

Internet user type the website URL directly into the browser. Ex Through a link in email

IP address

Is a standardize set of procedures for locating computers connected to the Internet and for transferring information from one computer to another

Conversion

Is a target action you wish visitors to take. It is most easily understood in the concept of online retail, or e-commerce. And e-commerce, a visitor has converted when he or she makes a purchase from the site.

Clarity

Is it clear from a quick scan of the website with the webpage is about? Does the user know what will happen once he or she clicks a link

The mobile first design philosophy advocates for redesigning the mobile first because

It is easier to adapt for display on desktop and mobile traffic has more volume then traffic desktop

Unpaid referral traffic is traffic that comes from

Links from other sites that are not paid for

Search engine KPI's

Searches: rather than measuring sessions or users, a search engine which is to generate searches Conversion rate: Google and being will forgo this KPI call, because they typically do not try to generate a conversion of any kind, was search engines for hotels flights rental cars receive a commission on each conversion. Average page depth: A search engine wants to track average page DEF, not to maximize it, but to minimize it. If researcher needs to navigate to the second or third page of search results, the search engine is not doing a good job order ordering the search results.

Duration

Session that last us a specific amount of time or longer Ex.10 minutes or longer spent on a support site

Retail KPI's

Sessions: each visit to the website as a potential sale, so retail website should always be looking to increase the number of sessions to insight. Conversion rate: increasing the percentage of visitors who compete complete a transaction is extremely beneficial for weeks out website. A retail size should be consistently shown for ways to increase conversion rate typically through AP testing of various aspects of the site. Average order value: a website can increase the amount of money it makes from each transaction by either enticing shoppers to purchase additional items or enticing shoppers to purchase higher price items Revenue per session: if a retail website has a conversion rate of 5% in an average order value of $50, it's revenue per session is 2.50. The retail website must know this number because it determines whether new traffic driven through additional advertising is profitable

Media KPI's

Sessions: for media sites, repeat sessions from the same users are just as beneficial as a session from a new user so it should care about generating high number of sessions of any kind Average page depth: media sites with more video contact than reading Constant may be less interested in driving additional webpages and more focus on keeping users watching videos, during which a site will insert video advertising. Every session duration would be a better measure of user engagement Conversions: some media websites may want users to sign up for a regular emails or create an account or to pay for a premium membership. Regardless of the nature of the conversion the media site will want to set up a go on the site to track the number of coverages that occurred.

Unique Pageviews

Some sessions may hit the same page several times. Removing these double counts can give a more realistic picture about the volume of traffic on a page.

Which of the following is not an example of direct traffic

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

AIDA concept

Steps through which an individual reaches a purchase decision: (Awareness) attention, interest, desire, and action

Emails

The conversion rate on traffic from email campaigns is likely to be higher than the conversion rate from other sources. But with an email generated traffic, a website may find that traffic from some email converts as higher rates.

Average session duration

The duration of every session is the sum of time on page for every pageview in the session. If the session ended because the 30 minutes of user in activity the calculation of session duration does not include these 30 minutes.

Entry

The first webpage of session is the entry point, which is often not the homepage

Of 500 sessions That occurred on a website during a one week., 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 page view. Which is higher: the site bounce rate or the homepage Bao's right?

The homepage is bounce rate is 50%

Exit

The last page view of a session is the exit point. An exit may occur because the user navigate it outside the website or because a user was in active for over 30 minutes.

Single purpose landing pages

The page provides little information of sophomore short video promotion, and provides only two options for customers into email address or leave

Site bounce rate

The percentage of all sessions that consist of only one pageview

The upper fold is

The portion of a website that is visible without scrolling down

Lead generation KPI's

Users: and lead generation, repeat sessions from the same user are typically not beneficial, because additional leads from the same person do not generate additional revenue. Close rate: Close rate is the percentage of leads that convert into revenue for the company. Elle that does not become a custom customer is of no value. Conversion rate: 48 elite website, a conversion is generated lead. A leak could be generated in multiple ways, either through filling out a form on the website or by calling the company directly, phone calls can be difficult to track, so the conversion rate is sometimes less reliable for lead generation sites then for retail site. Close the deal value: on average, how much is a close deal worth to the company? Again this value is external to the website but it's it can still affect the website decision so web managers should track it Revenue per session: this metric is mother more difficult to track for Lee generation site in for a retail site it is still equally viable for the site to know this number.

Three questions

What are you offering? What should I pick you? What do you want to do next?

They're up a photo of a webpage shit answer what questions what are you offering why should I pick you and

What do you want me to do next

Context

Where are site visitors coming from does the message and Constant of the webpage match the expectation of customers

Navigation source

Where the user arrived through search engine direct URL entry looks from other sides or ads.

And web design, what is the most important then websites visual appeal is

Whether it generates a high conversion rate

URL

Words in a URL receive heavy waiting in the calculation of relevance, so the target keyword phrase should be in the URL. For example if a website were http://www.jameshandmaidericks.com. And if the owner choose the keyword phrase drop earrings for a category page showing drop earrings, do you RL for this page should be/drop earrings.eHtml at the end

A website that sells software made 100 sales of $200 each from 2000 sessions for a total of $20,000 in revenue and profit the marginal cost of these cells was zero dollars. The average cost to generate each session was five dollars the traffic came from a paid advertising campaign. Where these 2000 sessions profitable

Yes they made $10,000

A/B Testing

You take an existing page that a version of the page and you make a change to some element of the page that you believe could improve conversion. The new page with this change would be the best version. Make changes based on data Employee user experience test when web analytics data is insufficient Make changes based on web design principles. Avoid re-designs

Conversion rate optimization

improving the commercial returns from a transactional site through increasing conversion to key goals such as sales, quotes, bookings or leads. Combines customer and competitor research with evaluation of customer behavior using web analytics and AB/multivariate testing.

Time of page

the amount of time the user spent on a page before navigating to a different page