Online Marketing

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

"What do you want me to do next?"

The primary conversion for a lead generation site is Both a phone call and a form fill a phone call from a website visitor a referral to a friend a form fill on the website

Both a phone call and a form fill

Oli Gardner's principle of clarity has been violated if a visitor has no idea where a link leads a website visitor sees multiple calls to action on the same page the website provides no reason to believe in the website's credibility a visitor converts but does not realize that he/she has completed the action

a visitor has no idea where a link leads

Which of the following is NOT an example of direct traffic? Someone types in the URL of a website into the browser address bar Someone clicks on a link from an email Someone types the name of a website into a search bar and clicks the first link on the search engine results page Someone clicks on a bookmark from his/her browser

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

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

Transport layer security encrypts sensitive information

The most reliable way to measure advertising effectiveness is to conduct a carefully-controlled experiment use Google's data-driven attribution tool stop advertising altogether use linear attribution

conduct a carefully-controlled experiment

An analytics package records all of the following information from visitors EXCEPT browser being used location of the visitor the timing of the visit/click hard disk space of the computer

hard disk space of the computer

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://maternity.jane.com/ https://jane.com/maternity https://jane.com/category5 https://jane.maternity.com/

https://jane.com/maternity

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) traffic conversion rate number of clicks during the visit time on site

conversion rate

Which of the following is NOT a principle of Steve Krug's design for usability paradigm? Format content to support scanning Create effective visual hierarchies Use complementary colors Break pages up into clearly defined areas

use complementary color

In web design, what is more important than website's visual appeal is whether the website uses HTML5 whether it generates a high conversion rate how new the website is how many pages it has

whether it generates a high conversion rate

A website that sells software made 100 sales of $200 each from 2,000 sessions (for a total of $20,000 in revenue and profit—the marginal cost of these sales was $0.) The average cost to generate each session was $5 (the traffic came from a paid advertising campaign). Were these 2,000 sessions profitable? No Yes

yes

A low conversion rate can be caused by all of the following EXCEPT technical glitches poor web design poor audience selection overly responsive design

overly responsive design

A company wishing to rank for local searches should first ask its customers for reviews on Yelp and other similar websites register and verify its business with Google's My Business begin advertising on Google's ad network change its business name to include its more important keywords

register and verify its business with Google's My business

"Long tail keywords" are search terms for niche product categories search terms done on mobile devices search terms with lower volume than "fat head keywords" search terms that produce a low conversion rate

search terms with lower volume than "fat head keywords"

Of 500 sessions that occurred on a website during a one-week period, 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 pageview. Which is higher: the site bounce rate or the homepage's bounce rate? the site bounce rate the homepage's bounce rate

the homepage's bounce rate

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 often misspelled the keyword is synonymous with other terms

the keyword has no traffic

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 #9 the keyword on which your site ranks #1 the keyword on which your site ranks #98 the keyword on which your site ranks #112

the keyword on which your site ranks #9

The "upper fold" is 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 usually the same for mobile devices and desktop computers

the portion of a webpage that is visible without scrolling down

"Analysis paralysis" occurs when an analytics package is improperly installed and thus data tracking stops a manager makes so many good inferences from the data that he/she makes too many changes the sheer volume of data overwhelms a manager and causes inaction an analyst goes on vacation without someone else replacing his/her job responsibilities

the sheer volume of data overwhelms a manager and causes inaction

During a one-week period, a website had 3,000 total pageviews from 500 sessions. What is the site's average page depth? (3,000 + 500)/500 = 7 (3,000 + 500)/3000 = 1.17 500/3,000 = .17 3,000/500 = 6

3000/500=7

Of 500 sessions that occurred on a website during a one-week period, 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 pageview. What is the homepage's entrance rate? 20% 40% 50% 30%

40%

A lead generation website received 1,000 visitors, gained 80 leads, and booked jobs with 20 of those leads. What is the conversion rate and what is the close rate? 8%; 20% 20%; 25% 20%; 80% 8%; 25%

8%; 25%

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

Awareness → Interest → Desire → Action

Why is a high bounce back rate a negative signal of a webpage's quality? Because this behavior indicates that the searcher did not like what they saw or find what they were looking for Because search engine rankings are determined by websites' conversion rate, and a high bounce rate means a low conversion rate Because this behavior is an indicator that the website might be engaging in click fraud. 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

Which of the following is NOT a dynamic language? PHP Perl Java HTML

HTML

The Mobile First design philosophy advocates for designing the mobile first because mobile web design is more visually appealing than desktop designs It is easier to adapt for display on a desktop computer AND mobile traffic has more volume than desktop traffic mobile traffic has more volume than desktop traffic 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

It is easier to adapt for display on a desktop computer AND mobile traffic has more volume than desktop traffic

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? 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'. Other category pages in the website will be more likely to show up for searches that use the word 'maternity'.

The images are more likely to show up on image searches that use 'maternity'.

a url is an acronym for -Uniform Resource Locator -Utility Return Limit -Unattached Requisition License -Unified Research Link

Uniform Resource Locator

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

a cookie

NSAMCWADLP means that whenever you create an online marketing campaign, you should also create a new email broadcast to inform customers of the marketing campaign a new analytics account to track the results of the campaign a dedicated landing page designed specifically for that 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 banner ad for Netflix should lead people to what kind of landing page? a multi-product landing page a single-product landing page a subscription landing page a lead generation landing page

a subscription landing page

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 to make sure the most appropriate webpage shows up on the SERP for every search phrase All of these options

all of these options

Organic search results are typically displayed below the paid ads at the top of the SERP on page 2 interspersed with paid ads

below the paid ads

Which of the following is NOT an aspect of successful websites? Create captivating design Drive conversions Generate traffic Maximize revenue

create captivating design

A retail website that wants to track its conversion rate should set up what type of goal? Pages/screens per session Add to cart Destination Duration

destination

A single-purpose landing page is the least effective of the landing page types provides as much information to visitors as possible directs visitors to one (and usually only one) possible action is the same as a single-product landing page

directs visitors to one (and usually only one) possible actio

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

increase revenue

Unpaid referral traffic is traffic that comes from bots and web crawlers links from other websites that are paid under the table banner ads links from other websites that are not paid for

links from other websites that are not paid for

For a search engine, "relevance" refers to the traffic level of the website whether a website has been visited by the searcher before how many pages on the website link to one another 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