AMA + DMI - Website Optimization: Questions
With Fully Explained Solutions
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.
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.
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
With Fully Explained Solutions
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.
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.
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
