Chapter 1 Quiz (Midterm)
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 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
Which of the following is NOT a dynamic language? a) Java b) Perl c) PHP d) HTML
d) HTML
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
Which of the following is NOT an example of direct traffic? a) Someone clicks on a link from an email 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 AIDA model states that the process of creating a 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
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 is NOT an aspect of successful websites? a) Generate traffic b) Create captivating design c) Drive conversions d) Maximize revenue
b) Create captivating design
