DIGITAL MARKETING MIDTERM CH. 1-
6 EXAM QUESTIONS & VERIFIED
CORRECT ANSWERS ALREADY
GRADED A+
domain name - Correct Answer ✔✔ name of a website
IP address - Correct Answer ✔✔ Internet Protocol address—the Internet Protocol is a
standardized set of procedures for locating computers connected to the internet and for
transferring information from one computer to another
server - Correct Answer ✔✔ a computer connected to the internet that fulfills
information requests to the website
cookie - Correct Answer ✔✔ a unique identifier typically used to tailor the website
experience to each user
HTML - Correct Answer ✔✔ hyper-text markup language
browsers - Correct Answer ✔✔ software that displays webpages—Internet Explorer,
Firefox, Chrome, Safari, Opera
shopping cart - Correct Answer ✔✔ software that stores shoppers' product requests
transport layer security (TLS) - Correct Answer ✔✔ an encryption method to prevent
eavesdropping from third parties; its predecessor was called secure sockets layer
(SSL).
web hosting - Correct Answer ✔✔ providing server space for others to run a website
(GoDaddy or Dreamhost)
three types of traffic (visitors) - Correct Answer ✔✔ (1) direct traffic
(2) referral traffic
(3) search traffic
direct traffic - Correct Answer ✔✔ comes either from offline advertising activities or from
habit; direct traffic does not necessarily mean the visitor typed the URL directly into the
address bar; an internet user types the website's URL directly into the browser
referral traffic - Correct Answer ✔✔ an internet user clicks on a link to the site from
another site; can be further categorized into two sub categories: paid and unpaid. Paid
, referral traffic comes from banner ads, text ads, rich media ads, or video ads that a
website has paid to display on other websites; unpaid referral traffic refers to any
visitors that come to the website from any links that are not paid for
search traffic - Correct Answer ✔✔ an internet user clicks on a link to the site from a
search engine results page—though this can technically be considered referral traffic,
search traffic and referral traffic differ from one another in many ways and so are
considered separately; can also be further categorized as unpaid and paid
conversion - Correct Answer ✔✔ a target action you wish visitors to take. It is most
easily understood in the context of online retail, or eCommerce. In eCommerce, a visitor
has converted when he/she makes a purchase from the site
Online Retail (eCommerce) conversion - Correct Answer ✔✔ A conversion for a retail
website is straightforward—the visitor makes a purchase. This type of conversion is the
primary one for which all retail sites strive
Lead generation conversion - Correct Answer ✔✔ website's goal to generate a lead; a
lead is an inquiry from a potential customer into a business's products or services
Search engine conversion - Correct Answer ✔✔ A search engine like Expedia makes
money when a user books a hotel or flight on its site; thus a booking is a conversion
Expedia wants
Media conversion - Correct Answer ✔✔ Of all the different types of websites, media
websites have a conversion that is most difficult to define. Media websites make money
by exposing users to advertisements, and they can expose users to more ads (and thus
make more money) if they can keep users engaged.
Social Media conversion - Correct Answer ✔✔ Before a person can use a social media
site, he/she must create an account, so a new account creation is a conversion for a
social media platform
Affiliate Marketing conversion - Correct Answer ✔✔ Affiliate marketers make money
when a visitor clicks on one of their affiliate links and buys something on the destination
website
Marketplace conversion - Correct Answer ✔✔ eBay and Craigslist don't sell anything
themselves, but they provide a platform for buyers and sellers to come together for
these exchanges
Revenue - Correct Answer ✔✔ comes as a result of generating conversions
Principles of Good Web Design - Correct Answer ✔✔ Design for Usability
Conversion-Centered Design
Customer Segments
6 EXAM QUESTIONS & VERIFIED
CORRECT ANSWERS ALREADY
GRADED A+
domain name - Correct Answer ✔✔ name of a website
IP address - Correct Answer ✔✔ Internet Protocol address—the Internet Protocol is a
standardized set of procedures for locating computers connected to the internet and for
transferring information from one computer to another
server - Correct Answer ✔✔ a computer connected to the internet that fulfills
information requests to the website
cookie - Correct Answer ✔✔ a unique identifier typically used to tailor the website
experience to each user
HTML - Correct Answer ✔✔ hyper-text markup language
browsers - Correct Answer ✔✔ software that displays webpages—Internet Explorer,
Firefox, Chrome, Safari, Opera
shopping cart - Correct Answer ✔✔ software that stores shoppers' product requests
transport layer security (TLS) - Correct Answer ✔✔ an encryption method to prevent
eavesdropping from third parties; its predecessor was called secure sockets layer
(SSL).
web hosting - Correct Answer ✔✔ providing server space for others to run a website
(GoDaddy or Dreamhost)
three types of traffic (visitors) - Correct Answer ✔✔ (1) direct traffic
(2) referral traffic
(3) search traffic
direct traffic - Correct Answer ✔✔ comes either from offline advertising activities or from
habit; direct traffic does not necessarily mean the visitor typed the URL directly into the
address bar; an internet user types the website's URL directly into the browser
referral traffic - Correct Answer ✔✔ an internet user clicks on a link to the site from
another site; can be further categorized into two sub categories: paid and unpaid. Paid
, referral traffic comes from banner ads, text ads, rich media ads, or video ads that a
website has paid to display on other websites; unpaid referral traffic refers to any
visitors that come to the website from any links that are not paid for
search traffic - Correct Answer ✔✔ an internet user clicks on a link to the site from a
search engine results page—though this can technically be considered referral traffic,
search traffic and referral traffic differ from one another in many ways and so are
considered separately; can also be further categorized as unpaid and paid
conversion - Correct Answer ✔✔ a target action you wish visitors to take. It is most
easily understood in the context of online retail, or eCommerce. In eCommerce, a visitor
has converted when he/she makes a purchase from the site
Online Retail (eCommerce) conversion - Correct Answer ✔✔ A conversion for a retail
website is straightforward—the visitor makes a purchase. This type of conversion is the
primary one for which all retail sites strive
Lead generation conversion - Correct Answer ✔✔ website's goal to generate a lead; a
lead is an inquiry from a potential customer into a business's products or services
Search engine conversion - Correct Answer ✔✔ A search engine like Expedia makes
money when a user books a hotel or flight on its site; thus a booking is a conversion
Expedia wants
Media conversion - Correct Answer ✔✔ Of all the different types of websites, media
websites have a conversion that is most difficult to define. Media websites make money
by exposing users to advertisements, and they can expose users to more ads (and thus
make more money) if they can keep users engaged.
Social Media conversion - Correct Answer ✔✔ Before a person can use a social media
site, he/she must create an account, so a new account creation is a conversion for a
social media platform
Affiliate Marketing conversion - Correct Answer ✔✔ Affiliate marketers make money
when a visitor clicks on one of their affiliate links and buys something on the destination
website
Marketplace conversion - Correct Answer ✔✔ eBay and Craigslist don't sell anything
themselves, but they provide a platform for buyers and sellers to come together for
these exchanges
Revenue - Correct Answer ✔✔ comes as a result of generating conversions
Principles of Good Web Design - Correct Answer ✔✔ Design for Usability
Conversion-Centered Design
Customer Segments
