MKTG 365 Test 1
How does analytics track the identity of a computer? -It places a cookie on each computer that visits the site -IP addresses from users' computers pass on personally identifiable information about the owner of the computer -It requires all users to log in before browsing the site -It looks up the identity of computer users from an NSA database
It places cookies on each computer that visits the site
KPI stands for what? -Key performance indicator -Key potential interest -Key practice initiator -Key premium industry
Key Performance Indicator
The 3,000 visits to my site last week resulted in 12,000 hits. What was the average page depth last week? 3 4 3,000 4,000
4
Which of the following is NOT a dynamic language? -HTML -Perl -Java -PHP
HTML
Which of the following programming languages is a static, client side language (as opposed to a dynamic, server-side language)? -Perl -Java -HTML -PHP
HTML
A company wishing to rank for local searches should first: -ask its customers for reviews on Yelp and other similar websites -change its business name to include its more important keywords -begin advertising on Google's ad network -register and verify its business with Google's My Business
Register and verify its business with Google's My Business
The primary conversion for a lead generation site is: -Both a phone call and a form fill -a referral to a friend -a phone call from a website visitor -a form fill on the website
both a phone call and a form fill
URL is an acronym for: -Uniform Resource Locator -Unified Research Link -Utility Return Limit -Unattached Requisition License
Uniform Resource Locator
The 'Why?' question of the Three Questions design framework is, -Why should I care about you? -Why are you better than your competitors? -Why should I buy online? -Why should I pick you?
Why should I pick you?
A trust symbol is: -any symbol, icon, image, or small statement communicating to the user that the site is legitimate. -an icon provided by the site owner that must be on the shopping cart page. -none of these -a snippet of code that is added to the HTML of the landing page.
any symbol, icon, image, or small statement communicating to the user that the site is legitimate
A retail site should track conversions by setting up a(n) _________ goal in analytics. -event -destination -pages-per-visit -time-on-site
destination
What technical information about a visitor's computer is NOT known to analytics? -Operating system -Memory -Browser -Screen size
memory
Which of the following is NOT a technical constraint of mobile devices compared to a desktop computer? -Fingertips are less precise than mouse icons for clicking on content. -Mobile devices typically load websites more slowly. -Mobile devices make scrolling more difficult. -It is more difficult to type on a mobile device
mobile devices make scrolling more difficult
"Long tail keywords" are: -search terms that produce a low conversion rate -search terms done on mobile devices -search terms with lower volume than "fat head keywords" -search terms for niche product categories
search terms with lower volume than "fat head keywords"
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 #112 -the keyword on which your site ranks #9 -the keyword on which your site ranks #98 -the keyword on which your site ranks #1
the keyword on which your site ranks #9
I have a blog and I 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. -destination -pages-per-visit -time-on-site -event
time-on-site
How can credit card numbers and other sensitive information be transferred across the internet without third parties seeing it (and stealing it)? -Transport layer security encrypts sensitive information -Only computers with the correct IP address can receive information packets sent across the internet -The internet has developed an ethos of honesty and integrity -The internet is hack-proof
transport layer security encrypts sensitive information
Direct traffic is defined as visitors who: -are using a mobile device -come to the site directly from Google -type the URL directly into their browser's address bar -click directly on a product page
type the URL directly into their browser's address bar
Which of the following is NOT a principle of Steve Krug's design for usability paradigm? -Create effective visual hierarchies -Break pages up into clearly defined areas -Use complementary colors -Format content to support scanning
use complementary colors
The recommended method for adapting content to all screen sizes is to: -use responsive web design. -create separate URLs for mobile devices. -use random assortment content coding. -serve different content to different screen sizes
use responsive web design
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? $1.00 $0.20 $0.10 $0.25
$0.10
My chosen keyword phrase for a page should make up __ to __ % of the page's content. 1, 1.5 10, 20 3, 5 5, 10
3,5
If I have a website that sells running shoes, I should map the keyword phrase "Asics Gel-Kayano 20" to: -A category page -The homepage -A product page -A subcategory page
A product page
A brand-new website should NOT choose target keyword phrases based on: -Current ranking -Traffic -Relevance -Competition
Current ranking
A reliable way to increase a website's rankings is to create multiple copies of the site at different URLs. -False -True
False
Ideally, a company should never add content to its site. -True -False
False
Web browsers process which of the following languages? -Java -HTML -PHP -Perl
HTML
Which header tag is the largest? -Header 2 (<h2>) -Header 1 (<h1>) -Header 7 (<h7>) -Header 5 (<h5>)
Header 1
When conducting an A/B test to improve a webpage's design, the measure that should be used to determine which page is better is usually (but not always): -number of clicks during the visit -conversion rate -time on site -traffic
conversion rate
Which of the following is NOT an aspect of successful websites? -Drive conversions -Generate traffic -Create captivating design -Maximize revenue
create captivating design
A single-purpose landing page: -is the same as a single-product landing page -provides as much information to visitors as possible -directs visitors to one (and usually only one) possible action -is the least effective of the landing page types
directs visitors to one (and usually only one) possible action
To track the number of video views on my site, I would set up a(n) _________ goal. -event -pages-per-visit -destination -time-on-site
event
Consider the following conversion funnel: Visits: 1,000 Product in cart: 100 Proceed to checkout: 98 Entered shipping information: 93 Entered payment information: 87 Completed transaction: 85 Where should we focus our efforts to increase the conversion rate? -Getting customers to complete transaction after entering payment information -Getting customers to proceed to checkout after placing an item in the cart -Getting customers to enter shipping information after proceeding to checkout -Getting visitors to place an item in the cart
getting visitors to place an item in the cart
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 page be? -https://jane.maternity.com/ -https://maternity.jane.com/ -https://jane.com/category5 -https://jane.com/maternity
https://jane.com/maternity
When a shopper puts an item in their online shopping cart, Amazon recommends add-on products to: -increase engagement -increase the conversion rate -increase revenue -increase traffic
increased revenue
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? -Conclude that mobile users are just browsers and not purchasers -Block mobile users from coming to the site -Investigate whether our site is optimized for mobile users -Focus our advertising efforts on mobile users to increase their conversion rate
investigate whether our site is optimized for mobile users
Unpaid referral traffic is traffic that comes from: -links from other websites that are paid under the table -links from other websites that are not paid for -bots and web crawlers -banner ads
links from other websites that are not paid for
Single product landing pages should include all of the following, except: -Call to Action -Familiar color scheme and logo -Links, images, and info about other products -Product images
links, images. and info about other products
Which of the following best describes Oli Gardner's principle of continuance? -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. -Users should experience a uniform, continuous interaction with the website across all devices. -Once the user has completed a target action, the user knows the action is done and is encouraged to take additional action. -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: -offline advertisements -successful search engine -optimization efforts -online advertisements -bribes to webmasters
online advertisements
Both paid search traffic and paid referral traffic are the result of: -offline advertisements -successful search engine optimization efforts -online advertisements -bribes to webmasters
online advertisements
Which of the following should go in the upper fold of a lead generation landing page? -Extensive content -Disclaimers -Phone number -Link to Terms and Conditions page
phone number
To cater to the needs of different audiences, a website should: -provide content and/or navigation links wanted by as many groups as possible. -dedicate equal space on the homepage to each audience. -include multiple calls to action on each page. -appeal to new customers at the expense of existing customers
provide content and/or navigation links wanted by as many groups as possible
A retail website's conversion rate is calculated as: -Revenue/Page Views -Purchases/Visits -Page Views/Visitors -Visits/Advertisements
purchases/visits
Last-click attribution will likely exaggerate the value of traffic that comes from where? -Offline advertising -Search engines -Banner ads -Social Media
search engines
Which of the following is NOT an example of direct traffic? -Someone clicks on a link from an email -Someone clicks on a bookmark from his/her browser -Someone types in the URL of a website into the browser address bar -Someone types the name of a website into a search bar and clicks the first link on the search engine results page
someone types the name of a website into a search bar and clicks the first link on the search engine results page
The "upper fold" is: -usually the same for mobile devices and desktop computers -another name for the navigation menu at the top of a webpage -the portion of a webpage that is visible without scrolling down -the area on a retail site that shows the top sellers
the portion of a webpage that is visible without scrolling down
In general, advertisers are willing to pay more if: -they can more precisely target potential customers. -their ads are shown to older people. -they can show their ad repeatedly to the same person. -their ads are humorous
they can more precisely target potential customers
Which of the following is NOT a way that a media site might measure engagement? -Time on site -Page views -Traffic source -Video views
traffic source
What is the most detailed level of geographic information known to analytics? -State -GPS coordinates -Zip code -City
zip code
In web design, what is more important than website's visual appeal is: -whether it generates a high conversion rate -how new the website is -how many pages it has -whether the website uses HTML5
whether it generates a high conversion rate
The ultimate test of the quality of a website's design is: -whether the website looks professional to users. -how easily users can find what they're looking far. -how entertaining and enticing the content is for users. -whether the website produces a high conversion rate
whether the website produces a high conversion rate
The upper fold of a webpage should answer the questions, "What are you offering?" "Why should I pick you?" and... -"Who is your top competitor?" -"Where is the search bar?" -"What do you want me to do next?" -"What are your top sellers?"
"What do you want me to do next?"
As compared to fat head keyword phrases, long tail keyword phrases typically: -Receive a lower volume of searches -Are more plentiful (there are more of them) -Are longer -All of these
All of these
Nowadays, search engines determine a website's quality based on: -All of these -Spelling and grammar on the site -External links to the site -Search engine users' behavior toward the webpages from the SERP (search engine results page)
All of these
The benefit of keyword mapping is: -to prevent keyword cannibalization in a website's SEO efforts -to organize SEO efforts across the many search phrases the website is targeting -All of these options -to make sure the most appropriate webpage shows up on the SERP for every search phrase
All of these options
Linear attribution gives credit to what? -All online and offline customer touchpoints -All prior customer touchpoints that can be tracked in analytics -Only unique customer touchpoints -Only banner ads seen by the customer
All prior customer touchpoints that can be tracked in analytics
The AIDA model states that the process of creating a customer follows these four steps: -Awareness → Interest → Desire → Action -Anticipation → Interest → Determination → Activity -Awareness → Intensity → Demonstration → Anticipation -Aspiration → Innovation → Desire → Activation
Awareness → Interest → Desire → Action
Why is a high bounce back rate a negative signal of a webpage's quality? -Because search engine rankings are determined by websites' conversion rate, and a high bounce rate means a low conversion rate -Because the search engine must load the SERP again, and this wastes the server's bandwidth. -Because this behavior indicates that the searcher did not like what they saw or find what they were looking for -Because this behavior is an indicator that the website might be engaging in click fraud.
Because this behavior indicates that the searcher did not like what they saw or find what they are looking for
Organic search results are typically displayed: -interspersed with paid ads -at the top of the SERP -below the paid ads -on page 2
Below the paid ads
A website can influence its click-through rate on the SERP through: -The title tag -The meta description -None of these -Both of these
Both of these
The title tag of a webpage appears: -Both of these -On the SERP (search engine results page) -At the top of the browser -None of these
Both of these
If a company thinks its website is being punished for engaging in black-hat SEO tactics, it should: -Improve the site's XML sitemap -Use less detectable black-hat SEO tactics -Immediately fix any pages using these tactics -Choose new keywords to target
Immediately fix any pages using these tactics
What does a cookie do? -It converts the URL to a domain name. -It constructs the HTML code that is sent to the requesting computer. -It processes server requests. -It identifies the requesting computer to the server.
It identifies the requesting computer to the server
The Mobile First design philosophy advocates for designing the mobile first because: -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 -mobile traffic has more volume than desktop traffic -It is easier to adapt for display on a desktop computer AND mobile traffic has more volume than desktop traffic -mobile web design is more visually appealing than desktop design
It is easier to adapt for display on a computer AND mobile traffic has more volume than desktop traffic
SEO stands for: -Search Engine Optimization -Site Experience Optimization -Site Enhancement Obligation -Search Engine Obligation
Search Engine Optimization
Why does having too much advertising space damage a website's search rankings? -Search engines consider a site with lots of advertising space to be lower quality. -It diminishes the value of external links to the site. -None of these -Both of these
Search engines consider a site with lost of advertising space to be lower quality
Black-hat SEO is any practice that: -Search engines frown upon -Works -Improves search engine rankings -Is no longer used by web developers
Search engines frown upon
My analytics tell me that last week my site had 3,000 visits but only 2,500 visitors. What explains this discrepancy? -500 visitors did not count because they did not enter the site from the homepage -500 visitors bounced after only one page view, so they did not count as a complete visit -Some visitors made multiple visits -The tracking code was not working on 500 visitors
Some visitors made multiple visits
For a search engine, "relevance" refers to: -how many pages on the website link to one another -the traffic level of the website -whether a website has been visited by the searcher before -the extent to which a webpage's content matches the searcher's query
The extent to which a webpage's content matches the searcher's query
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? -Other category pages in the website will be more likely to show up for searches that use the word 'maternity'. -Individual product pages that sell maternity products will automatically be optimized for relevant searches. -The website will be better organized. -The images are more likely to show up on image searches that use 'maternity'.
The images are more likely to show up on image searches that use 'maternity'
Even a highly relevant keyword may not be worth pursuing 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
Alt text is: -The text of a link -The text that appears if an image does not download from the server -None of these -Both of these
The text that appears if an image does not download from the server
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? -Through the server -Through cookies -Through the URL -Through the IP address
Through the IP address
Which of the following is NOT a principle of Steve Krug's design for usability paradigm? -Eliminate distractions. -Make it obvious what's clickable. -Use a sans serif font. -Follow website conventions
Use a sans serif font
What enables a website to recognize a computer as a return visitor (as opposed to a first-time visitor)? -a cookie -the IP address -the computer's physical location -the computer configuration
a cookie
NSAMCWADLP means that whenever you create an online marketing campaign, you should also create: -a new analytics account to track the results of the campaign -a separate line in the accounting leger to independently track revenues from the campaign -a dedicated landing page designed specifically for that campaign -a new email broadcast to inform customers of the marketing campaign
a dedicated landing page designed specifically for that campaign
A "hit" is another term for what? -A purchase -A video view -A pageview -A site visit
a pageview
A banner ad for Netflix should lead people to what kind of landing page? -a subscription landing page -a single-product landing page -a multi-product landing page -a lead generation landing page
a subscription landing page
Oli Gardner's principle of clarity has been violated if: -a visitor converts but does not realize that he/she has completed the action -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 has no idea where a link leads
Unpaid search traffic comes when a user clicks on: -a banner ad -the top advertised listing -an organic search result -a listing in the sidebar on the right of the SERP (search engine results page)
an organic search engine
