Marketing Final Exam-Stukent Quizes – Questions
and Answers
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 that comes from - -links from other websites that are not paid for
-The primary conversion for a lead generation site is - -Both a phone call and a form fill
-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
-Oil 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 - -It
is easier to adapt for display on a desktop computer AND 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
-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 page views 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-page
view. Which is higher: the site bounce rate or the homepage's bounce rate? - -The
homepage's bounce rate
-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-page
view. 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%
and Answers
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 that comes from - -links from other websites that are not paid for
-The primary conversion for a lead generation site is - -Both a phone call and a form fill
-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
-Oil 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 - -It
is easier to adapt for display on a desktop computer AND 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
-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 page views 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-page
view. Which is higher: the site bounce rate or the homepage's bounce rate? - -The
homepage's bounce rate
-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-page
view. 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%
