AMA + DMI - Website Optimization
UPDATED ACTUAL Exam Questions and
CORRECT Answers
eCommerce Site - CORRECT ANSWER - Allows companies to sell their products directly
to website visitors online. Visitors can browse products, read through benefits and features, and
purchase items by paying online with a credit card or other payment method.
Lead Generation Site - CORRECT ANSWER - Allows companies to collect contact details
from people they might like to do business with. Visitors can browse company content and enter
their contact details into a web form on the website in return for something from the company.
This is called a lead magnet. Examples of lead magnets include eBooks, free trials of a product,
access to a webinar, podcast or video content.
Portfolio (or Brochure) site - CORRECT ANSWER - Allows companies to show or
demonstrate their products and services online. Visitors don't purchase directly on the site but
they can learn about a company and its offering by reading through their content and
product/service information.
Common website goals - CORRECT ANSWER - • Increase total users: The number of
unique visitors to a website
• Increase average time on site: The length someone typically spends on a website or web page
• Provide a better user experience: Improve the emotional reaction a person has to using a
website • Higher numbers of return visits: The number of people returning to the website
• Build positive brand affinity: How positive people feel about a brand or company
• Enhance Customer Experience (CX): Improve the feelings or perceptions customers have of a
company after interacting with its website, products or services
E-Commerce Site Goals - CORRECT ANSWER - • Increase Revenue: The amount of
money generated directly through online sales
• Drive more transactions: The number of sales on a website
, • Improve eCommerce conversion rate: The % of people who visit the site and then buy (sales /
total visitors) • Increase Average Order Value (AOV): The average amount someone spends
when they buy (revenue/sales)
Lead Generation Site Goals - CORRECT ANSWER - • Increase number of leads: The total
number of contact details (good and bad) received through the website • Increase qualified leads:
The total number of good leads that meet a certain quality standard and will be contact by your
sales team
• Drive higher lead conversion rate: The % of website visitors who fill out a web form and
become a lead • Improve lead close rate: The % of qualified leads who your sales team
successfully sell to
• Increase lead quality: qualified leads by channel, location and lead magnet type
Marketer role in website design - CORRECT ANSWER - Writing content Editing content
Collaborating on design Setting up analytics and tracking Branding Optimizing websites with
SEO Analyzing and reporting on user engagement
Optimizing webpage elements - CORRECT ANSWER - Navigation: A menu of page
names that allows visitors to go to different areas of the website and engage with content
Page Titles: The name of the webpage for SEO purposes - this should include keywords and
brand name
Page Headers: Headings on a webpage to help the reader and search engine understand the
different sections of your pages
Body Copy/Text: The words written on a webpage that offers details about a products or service
Call-to-Action (CTA): A button to help guide the visitor to take actions on a website, e.g.
"Contact Us" or "Buy Now"
Hero Image: A large image at the top of a webpage to engage website visitors visually and guide
them towards CTAs
UPDATED ACTUAL Exam Questions and
CORRECT Answers
eCommerce Site - CORRECT ANSWER - Allows companies to sell their products directly
to website visitors online. Visitors can browse products, read through benefits and features, and
purchase items by paying online with a credit card or other payment method.
Lead Generation Site - CORRECT ANSWER - Allows companies to collect contact details
from people they might like to do business with. Visitors can browse company content and enter
their contact details into a web form on the website in return for something from the company.
This is called a lead magnet. Examples of lead magnets include eBooks, free trials of a product,
access to a webinar, podcast or video content.
Portfolio (or Brochure) site - CORRECT ANSWER - Allows companies to show or
demonstrate their products and services online. Visitors don't purchase directly on the site but
they can learn about a company and its offering by reading through their content and
product/service information.
Common website goals - CORRECT ANSWER - • Increase total users: The number of
unique visitors to a website
• Increase average time on site: The length someone typically spends on a website or web page
• Provide a better user experience: Improve the emotional reaction a person has to using a
website • Higher numbers of return visits: The number of people returning to the website
• Build positive brand affinity: How positive people feel about a brand or company
• Enhance Customer Experience (CX): Improve the feelings or perceptions customers have of a
company after interacting with its website, products or services
E-Commerce Site Goals - CORRECT ANSWER - • Increase Revenue: The amount of
money generated directly through online sales
• Drive more transactions: The number of sales on a website
, • Improve eCommerce conversion rate: The % of people who visit the site and then buy (sales /
total visitors) • Increase Average Order Value (AOV): The average amount someone spends
when they buy (revenue/sales)
Lead Generation Site Goals - CORRECT ANSWER - • Increase number of leads: The total
number of contact details (good and bad) received through the website • Increase qualified leads:
The total number of good leads that meet a certain quality standard and will be contact by your
sales team
• Drive higher lead conversion rate: The % of website visitors who fill out a web form and
become a lead • Improve lead close rate: The % of qualified leads who your sales team
successfully sell to
• Increase lead quality: qualified leads by channel, location and lead magnet type
Marketer role in website design - CORRECT ANSWER - Writing content Editing content
Collaborating on design Setting up analytics and tracking Branding Optimizing websites with
SEO Analyzing and reporting on user engagement
Optimizing webpage elements - CORRECT ANSWER - Navigation: A menu of page
names that allows visitors to go to different areas of the website and engage with content
Page Titles: The name of the webpage for SEO purposes - this should include keywords and
brand name
Page Headers: Headings on a webpage to help the reader and search engine understand the
different sections of your pages
Body Copy/Text: The words written on a webpage that offers details about a products or service
Call-to-Action (CTA): A button to help guide the visitor to take actions on a website, e.g.
"Contact Us" or "Buy Now"
Hero Image: A large image at the top of a webpage to engage website visitors visually and guide
them towards CTAs
