Digital Strategy Final

Digital Strategy Final URL is an acronym for - Uniform Resource Locator What enables a website to recognize a computer as a return visitor (as opposed to a first-time visitor)? - a cookie Which of the following is NOT a dynamic language? - HTML 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 The AIDA model states that the process of creating a customer follows these four steps: - Awareness, Interest, Desire, Action Which of the following is NOT an aspect of successful websites? - Create captivating design 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 Unpaid referral traffic is traffic that comes from - links from other websites that are not paid for The primary conversion for a lead generation site is - Both a and b a) a phone call from a website visitor b) a form fill on the website When a shopper puts an item in their online shopping cart, Amazon recommends add-on products to - increase revenue In web design, what is more important than website's visual appeal is - whether it generates a high conversion rate Which of the following is NOT a principle of Steve Krug's design for usability paradigm? - Use complementary colors Oli Gardner's principle of clarity has been violated if - a visitor has no idea where a link leads The "upper fold" is - the portion of a webpage that is visible without scrolling down 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?" The Mobile First design philosophy advocates for designing the mobile first because - a and c 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 c) mobile traffic has more volume than desktop traffic When conducting an A/B test to improve a webpage's design, the measure that should be used to determine which page is better is usually (but not always) - conversion rate Never start a marketing campaign without a dedicated landing page (NSAMCWADLP) means that whenever you create an online marketing campaign, you should also create - a dedicated landing page designed specifically for that campaign A banner ad for Netflix should lead people to what kind of landing page? - a subscription landing page A single-purpose landing page - directs visitors to one (and usually only one) possible action An analytics package records all of the following information from visitors EXCEPT - hard disk space of the computer "Analysis paralysis" occurs when - the sheer volume of data overwhelms a manager and causes inaction During a one-week period, a website had 3,000 total pageviews from 500 sessions. What is the site's average page depth? - 3,000/500 = 6 Of 500 sessions that occurred on a website during a one-week period, 200 of them started on the homepage; 100 of these 200 sessions saw only the homepage before leaving the site. Of the 300 sessions that started on other pages, 100 of them consisted of only one pageview. Which is higher: the site bounce rate or the homepage's bounce rate? - the homepage's bounce rate From question 4, what is the homepage's entrance rate? - 40% A retail website that wants to track its conversion rate should set up what type of goal? - Destination A website that sells software made 100 sales of $200 each from 2,000 sessions (for a total of $20,000 in revenue and profit—the marginal cost of these sales was $0.) The average cost to generate each session was $5 (the traffic came from a paid advertising campaign). Were these 2,000 sessions profitable? - Yes A lead generation website received 1,000 visitors, gained 80 leads, and booked jobs with 20 of those leads. What is the conversion rate and what is the close rate? - 8%; 25% A low conversion rate can be caused by all of the following EXCEPT - overly responsive design The most reliable way to measure advertising effectiveness is to - conduct a carefully-controlled experiment Organic search results are typically displayed - below the paid ads For a search engine, "relevance" refers to - the extent to which a webpage's content matches the searcher's query