MKTG 5500 Serviss - Exam 1 (quiz questions)
"Analysis paralysis" occurs when: A) The sheer volume of data overwhelms a manager and causes inaction B) A manager makes so many good inferences from the data that he/she makes too many changes C) An analyst goes on vacation without someone else replacing his/her job responsibilities D) An analytics package is improperly installed and thus data tracking stops
A
Fill in the blanks: "If the profit per session is ______, bring more traffic. If the profit per session is ______, improve conversion." A) High, low B) Low, high C) Increasing, decreasing D) Decreasing, increasing
A
The "upper fold" is: A) The portion of a web page that is visible without scrolling down B) Usually the same for mobile devices and desktop computers C) Another name for the navigation menu at the top of a web page D) The area on a retail site that shows the top sellers
A
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
True or False: Web pages should be designed for scanning rather than reading A) True B) False
A
URL is an acronym for: A) Uniform Resource Locator B) Unattached Requisition License C) Unified Research Link D) Utility Return Limit
A
When conducting an A/B test to improve a web page's design, the measure that should be used to determine which page is better is usually (but not always): A) Conversion rate B) Time on site C) Number of clicks during the visit D) Traffic
A
Which of the following is NOT a secondary conversion factor for an eCommerce website? A) Purchase B) Create account C) Sign up for emails D) Pay for premium account
A
Which of the following is NOT an attribution method? A) Counterfactual B) Last-click C) Linear D) Time-decay
A
A website's analytics report shows 24,000 conversions on the website during the past week. How many purchase conversions did the website have? A) Exactly 24,000 purchase conversions B) Fewer than 24,000 purchase conversions, because the conversions metric includes many types of conversions C) More than 24,000 purchase conversions because analytics typically under-reports purchase conversions
B
A website's analytics report shows that the average engagement time this week was 1 minute 30 seconds. The average engagement time the prior week was 1 minute 10 seconds. What inference can be made about this website?A) The website's design improved this week B) Users on average spent longer actively browsing the site C) Purchase revenue also increased this week D) Ad targeting improved this week
B
Channel analysis enables an analytics user to: A) Determine which ad copy produced the highest click-through rate B) Investigate which traffic source produced the best-quality traffic C) Conduct counterfactual analyses of the effect of increased marketing investments in any channel D) Find ways to shift paid traffic sources toward unpaid traffic sources
B
If a company advertises a product category, the ad should lead people to what kind of landing page? A) A single-product landing page B) A multi-product landing page C) A lead generation landing page D) A subscription landing page
B
In web design, which of the following is more important than a website's visual appeal? A) How many pages it has B) Whether it generates a high conversion rate C) How new the website is D) Whether the website uses HTML5
B
Oli Gardner's principle of clarity has been violated if: A) A website visitor sees multiple calls to action on the same page B) A visitor has no idea where a link-leads C) The website provides no reason to believe in the website's credibility D) A visitor converts but does not realize that he/she has completed the action
B
What is unpaid search traffic? A) Traffic that comes from ads on the SERP that accompany the organic results B) Traffic that comes to a site from organic search result clicks C) Traffic that comes from banner ads, text ads, rich media ads, or video ads that a website has paid to display on other websites D) Traffic that comes from offline advertising activities
B
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
Which of the following is considered one of the most important indicators of a retail website's success? A) Leads B) Conversion rate C) Engagement D) Traffic
B
A single-purpose landing page: A) Is the same as a single-product landing page B) Is the least effective of the landing page types C) Directs visitors to one (and usually only one) possible action D) Provides as much information to visitors as possible
C
Landing pages should match their corresponding advertisements on all of the following dimensions EXCEPT: A) Product or service B) Message C) URL D) Visual components
C
The upper fold of a web page should answer the questions, "What are you offering?" "Why should I pick you?" and: A) "What are your top sellers?" B) "Who is your top competitor?" C) "What do you want me to do next?" D) "Where is the search bar?"
C
What is the largest registrar for domain names? A) Squarespace B) Namecheap C) GoDaddy D) Google
C
What is the purpose of a Domain Name System (DNS)? A) It receives requests for website content and sends the requested content so that users can peruse the website on a browser B) It allows users to access a website without being observed by third parties C) It manages the translation of domain names to IP addresses so that requests for a specific domain are routed to the correct server D) It is code that instructs web browsers how to display a webpage
C
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
Which of the following best describes linear attribution? A) Full credit is given to the source that brought the customer B) Full credit is given to the search or banner ad C) 1/3 credit is given to each click D) Full credit is given to the most recent click
C
A special offer advertisement for the NY Times should lead people to what kind of landing page A) A single product landing page B) A multi-product landing page C) A lead generation landing page D) A subscription landing page
D
An analytics package records all of the following information from visitors EXCEPT: A) The timing of the visit/click B) Browser being used C) Location of the visitor D) Hard disk space of the computer
D
NSAMCWADLP means that whenever you create an online marketing campaign, you should also create: A) A separate line in the accounting ledger to independently track revenues from the campaign B) A new analytics account to track the results of the campaign C) A new email broadcast to inform customers of the marketing campaign D) A dedicated landing page designed specifically for that campaign
D
Segmentation refers to... A) The portion of leads that convert into revenue for the company B) A what-if comparison that requires large quantities of data to be effective and accurate C) The number of times an event was recorded by analytics D) Any method of dividing customers into groups that differ in a meaningful and actionable way
D
The Mobile First design philosophy advocates for designing the mobile site first because: A) 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 B) Mobile web design is more visually appealing than desktop designs C) Mobile traffic has more volume than desktop traffic D) Both it is easier to adapt for display on a desktop computer AND mobile traffic has more volume than desktop traffic
D
The most reliable way to measure advertising effectiveness is to: A) Stop advertising altogether B) Use Google's data-driven attribution tool C) Use linear attribution D) Conduct a carefully controlled experiment
D
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
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
Websites use _____ and _____ code to instruct web browsers how to display a webpage. A) HTML, HTTPS B) SSL, TLS C) JavaScript, DNS D) HTML, JavaScript
D
Which of the following is NOT a KPI for a lead generation site? A) Close rate B) Closed deal value C) Revenue per session D) Revenue per purchase
D
Which of the following is NOT a principle of Steve Krug's design for usability paradigm? A) Create effective visual hierarchies B) Break pages up into clearly defined areas C) Format content to support scanning D) Use complementary colors
D
Which of the following is NOT an example of direct traffic? A) Someone opens the company's app on their smartphone 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
Which of the following is a type of traffic a website can earn? A) Direct traffic B) Referral traffic C) Email traffic D) All of these
D
Which of the following is true concerning hero images? A) A hero image is usually at the top of the page B) A hero image should appear underneath the navigation menu C) A hero image is a large image containing a call to action D) All of these are correct
D
