Digital Mkt Exam 1

What enables a website to recognize a computer as a return visitor (as opposed to a first-time visitor)?

A cookie

The primary conversion for a lead generation site is

Both a phone call and a form fill

When should you not have a navigation menu?

only when the desired behavior is clear ex. Hulu

exit rate

percentage of pageviews that result in an exit

pageview

"hit" occurs any time user accesses page on website

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?"

if your website ranks 1, 9, 98, and 112 for four different keywords, on which keyword should your website first target SEO efforts?

9

Search engine

Ex. Expedia they make money when a user books a hotel or flight on ites site. Therefor, booking is a conversion Expedia wants

Which of the following is NOT a dynamic language?

HTML (java, pearl and PHP are)

A trust symbol is

Any symbol, icon, image, or small statement communicating to the user that the site is legitimate can be brand recognitions and wards, positive publicity, social media presence, video demonstrations and testimonials

The aida model is what

Awareness Interest Desire Action

Which of the following is NOT an aspect of a successful website?

Create captivating design (Generating traffic, maximizing revenue, and driving conversions are)

What are programming languages?

Java, C++, Perl, PHP

KPI

Key Performance Indicator

What was TLS predecessor?

Secure sockets layer (SSL)

Which of the following is NOT an example of direct traffic?

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

a single purposed landing page

directs visitors to one and usually only one possible action

KPI - retail

look at sessions, conversions rates, average order value, revenue per session to see what kpi is

when using a/b testing how do you know to make changes?

make changes based off of data and web design principles. only make a change when you have over 100 conversions

Affiliate marketing

makes money when a visitor clicks on one of their affiliate links and buys something on the destination website ex. a blog or influencer

Lead generation landing pages

most want visitors to call or fill an email form.

backlinks

obtaining links from external sources

Where can direct traffic come from?

offline advertising such as billboards or Tv commercials, habits such as sports enthusiasts going on espn.com. its not only from going directly to typed in website.

Why is a site showing a poor conversion rate?

poor messaging, poor audience selection, technical glitches

the upper fold is

the portion of a webpage that is visible without scrolling down

analysis paralysis occurs when

the sheer volume of data overwhelms a manager and causes inaction

even a highly relevant keyword may not be worth pursuing in your SEO if

they keyword has no traffic

conversion rate

this metric tracks the percentage of sessions that result in the intended action

title tag

this shows at the top of a browser once navigated on the page helps with relevance

geography with analytics

through analytics they know where you are, not exactly but normally zip code

session

any time a user enters a website, they have created a _____

Websites can earn what three types of traffic?

1. direct traffic 2. referral traffic 3. search traffic

how do you design your website for usability?

1. follow website conventions - do what other companies are doing 2. create effective visual hierarchies 3. break pages into clearly defined areas 4. make it obvious what is clickable 5. eliminate distractions 6. format content to support scanning - make paragraphs short

Just for amazon to to come up on your browser, what are the steps?

1. type in amazon 2. or the domain name: amazon.com 3. or the URL: http://amazon.com 4. TheURL is converted into an IP Address 5. the information request from amazon is sent to the IP address 6. the browser sends any data from any amazon cookie stored in the computer 7. Amazon will then retrieve information about past behavior on the site using programming language. tailor made homepage is then sent to the computer 8. the browser process the HTML code and displays the homepage on his computer

What is a conversion?

A target action you wish visitors to take.

NSAMCWADLP

Never start a marketing campaign without a dedicated landing page

What are the two types of referral traffic?

Paid - banner ads, text ads, rich media ads, or video ads Unpaid

What are the two types on search traffic?

Paid and unpaid (any organic click)

What is an advantage of direct traffic?

The consumer is already aware of the business (Interest and desire) and are more likely to take action because of it.

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 of 30 min inactivity, 30 min not counted

page bounce rate

The percentage of sessions that begin on that page that consist of only one pageview

TLS

Transport Layer Security. an encryption method that ensures a third arty cannot eavesdrop on an exchange between a server and a client

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

URL is an acronym for:

Uniform Resource Locator

Responsive Web Design

a method of coding elements of a webpage to detect the website visitor's screen size and to automatically resize and rearrange those elements to optimize their display.

what is the primary lead generation method for many sites?

a phone call it is easy to track a phone call that comes from a landing page

anchor text

a search engine uses this from backlinks as an objective, third party description of a webpage

organic search

a site that has been search-engine optimized should be receiving this. usually under the first few ads

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

a subscription landing page

What is a Cookie?

a unique identifier to tailor the experience for each user. Recommends products like the ones you ordered or have looked at.

oil gardner's principle of clarity has been violated if

a visitor has no idea where a link leads

What is transport layer security (TLS)?

an encryption method to prevent eavesdropping from third parties

Search traffic

an internet user clicks on a link to the site from a search engine results page

Referral traffic

an internet user clicks on a link to the site from another site

Direct traffic

an internet user types the website's URL directly into the browser

organizing analytical data

analytical packages can show things such as mobile users v. desktop users in an area, know the % of how many visitors move from the homepage to a category page

identity of requester

analytics does not know the identity of the user, but it identifies unique computers or devices typically through cookies

technical information

analytics knows technical information such as operating system, browser, screen size, and internet connection type

timing of request

analytics knows the time that each page is previewed - this is to know how ling you were on each site

why is a high bounce back rate a negative signal of a webpages quality?

because this behavior indicates the searcher did not like what they saw or find what they are looking for

organic search results are typically displayed

below paid ads

average page depth

calculated as pageviews/sessions. this is a measure of user engagement with a website

CTA

call to action can be a button on a website. its what the webite wants you to do "start" "click here"

what is the first step in conducting on-site SEO

choose a list of phrases to target for improvement within our search rankings based on relevance, traffic, competition, and current ranking.

What color scheme do you use on a website?

color scheme does not matter. Contrast does. use contrasting colors to direct where visitors should attend.

the most reliable way to measure advertising effectiveness is to

conduct a carefully controlled experiment

when conducting an a/b test to improve a webpage design, the measure that should be used to determine which page is better is usually (but not always)

conversion rate

what is a useful exercise for designing a website?

create a persona. meaning, create your website tailored to your main customer.

Social media conversion

creating a new account

a retail website that wants to track its conversion rate should set up what type of goal?

destination

an analytics package records all of the following information from visitors except

hard disk space of the computer

Multi-product landing page

if a company advertises a product category instead of one product, anyone who clicks should arrive at a landing page featuring multiple products from this category

single product landing page

if a company advertises a specific product (in an ad or email) the landing page should be that product

paid search

if a company is paying for search results on google, usually running multiple ads

affiliate link

if a company pays a referral fee to a partner for quality traffic

insufficient internal linking

if any of the pages within a site have no inbound links from other pages on the site

dirty sitemaps

if sitemap contains broken links or other errors, the company is now communication to the search engine that the website is improperly managed or not trustworthy.

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

increase revenue

destination goal

instructs analytics that a goal has been met when a user reaches a specific page on a site

What is an IP Adress

internet protocol address it is a standardized set of procedures for locating computers connected to the internet and for transferring information from one computer to another

the mobile first design philosophy advocates for designing the mobile first because

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

Unpaid referral traffic is traffic that comes from

links from other websites that are not paid for

navigation source

records how you got to a site (direct URL entry, links from other websites, ads, etc)

a company wishing to rank for local searches should first

register and verify its business with googles my business

main content

search engines code up every word instance on a webpage to determine what the webpage is about

Poor Mobile Optimization

sites that are not mobile optimized will not rank well on searches done on a mobile device

What is web hosting?

the SERVICE that provides internet users with online systems. Usually used for small business owners so they rent servers for a fraction of the cost. Ex. GoDaddy and Dreamhost

for a search engine relevance refers to

the extent to which a websites content matches the searchers query

if you see multiple ads in a day for one thing and end up completing it, which was the search ad?

the final ad seen

entry

the first pageview in a session - often not the homepage

What is a landing page?

the first webpage a visitor sees

site bounce rate

the percentage of all sessions that ocnsist of only one page view

the benefit of keyword mapping is

to make sure the most appropriate webpage shows up in the SERP for every search phrase to prevent keyword cannibalization in a websites SEO efforts to organize SEO efforts across the many search phrases the website is targeting

What is the goal of SEO?

to rank well for as many searches as possible

Mobile first philosophy

website should be primarily created for phone usage concerned less with the optimal layout but more so for presentation across device types.

Lead generation

websites goal to generate a lead. a lead is an inquiry from a potential customer.

in web design, what is more important than websites visual appeal is

whether it generates a high conversion rate

header tags

within the HTML code of a website (<h1>)

Should target keywords be in URL's to maximize relevance?

yes. ex http://www.homemade.com/drop_earrings

A/B testing

you create or take the existing webpage (a) and then make a new one (b) with minimal changes and random users will either reach page a or b. then you see which has a higher conversion rate is the one to use.