Chapter 1: Internet Marketing Foundations
Conversion rate
% of visitors who convert
Web browsers process which of the following languages?
HTML
Which of the following programming languages is a static, client side language (as opposed to a dynamic, server-side language)?
HTML
What does a cookie do?
It identifies the requesting computer to the server.
A retail website's conversion rate is calculated as
Purchases/Visits
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 IP address
Which of the following is NOT a way that a media site might measure engagement?
Traffic source
Server
a computer connected to the internet that fulfilled information requests to the website
Webbrowser
a software that displays webpages (Internet, Firefox, etc.)
IP address
a standardized set of procedures for locating computers connected to the internet and for transforming information from one computer to another
Conversion
a target action you wish visitors to take
Transport layer security
an encryption method to prevent eavesdropping from 3rd parties; predecessor was called SSL
Search traffic
an internet-user clicks on a link to the site from a search-engine results page
Unpaid search traffic comes when a user clicks on
an organic search result
Unpaid search traffic
any traffic that comes to a site from clicks on the organic search results on the search engine results page
Unpaid referral traffic
any visitor that comes to the website from any links not paid for
Paid search traffic
comes from ads on the search engine results page that accompany the organic results
Paid referral traffic
comes from banner, text, or rich media ads that a website has paid to display on other websites
Server-side and Client-side programming language
how servers communicated
Referral traffic
internet-user clicks on a link to the site
Direct traffic
internet-users types the website's URL directly
Domaine page
name of the website
Both paid search traffic and paid referral traffic are the result of
online advertisements
Web hosting
providing server space for others to run a website for a fraction of the cost
Shopping cart
software that stores shoppers product requests
Uniform resource locator (URL)
the generic term for all types of names and addresses that refer to the objects of the World Wide Web
In general, advertisers are willing to pay more if
they can more precisely target potential customers.
Direct traffic is defined as visitors who
type the URL directly into their browser's address bar
Cookie
unique identifier that websites place on your computer during visits to the site so that the site remembers you
Traffic
visitors
