Digital Marketing Chapter 1-7

registrar

company that manages leasing name of domain

server

computer connected to internet that fulfills info requests to website

web browser

software that displays webpage content to human users

Internet Protocol (IP) address

standardized set of procedures for locating computers connected to internet and for transferring info from one computer to another

Domain Name System (DNS)

manages translation of domain names to IP addresses so that requests for specific domains are routed to correct server

web hosting company

provides server space for others to run website

security certificate

allows users to access your website w/o being observed by 3rd parties

uniform resource locator( URL)

unique identifier used to locate resource on internet

secure sockets layer (SSL)

security protocol that encrypts data to create a secure connection b/w user’s browser and website

transport layer security (TLS)

encryption method used to prevent eavesdropping from 3rd parties

Content management system (CMS)

enables webmaster to create webpages w/o hardcoding pages in HTML

payment gateway

method to accept credit cards online

merchant account

way to collect payments

what best describes process of communication b/w computers and servers that enable people to interact w/ web pages on internet?

web pages are stored as HTML codes on servers; computer (include mobile phones, tablets, laptops and desktops) request page from server and program called browser interpret and displays HTML code it receives

AIDA model

process of creating a customer which customer learns about business and what it offers, becomes interested in said offering, then becomes desirous of purchasing something from business and finally takes action to make purchase

steps of AIDA model

1. awareness

2. interest

3. desire

4. action

Awareness

step one of AIDA model and brings customers to website to make business known

Interest

2nd step in AIDA model and wants to know more about products/services that business offers

Desire

3rd step in AIDA model and make customers want to purchase something from business

Action

4th step in AIDA model and customer makes a purchase on business’s website

traffic

visitors to website

what are the 4 types of traffic a website can have?

direct, referral, search and email

direct traffic

comes from offline advertising activities or from a customers habit

referral traffic

comes from advertisements on other websites and have 2 sub categories (paid and unpaid)

paid referral traffic

comes from banner ads, text ads, rich media ads, and video ads that website has paid to display on other sites

unpaid referral traffic

visitors that come to site from links that are not paid for

search traffic

when someone searches for something on search engine and can be divided into 2 sub-categories (paid and unpaid)

paid search traffic

comes from ads on search engine result page that accompany organic results

unpaid search traffic

comes to site from clicks on organic search results on search engine results page

email traffic

traffic to website that is result off ads sent to potential customers via email which customers signed up for

conversion

target action that business wishes for visitors to take (example: purchase a product from website)

conversion rate

% of visitors who convert or purchase product or service from website

types of websites

retail (eCommerce), lead generation, media , and affiliate marketing

lead generation website

generate leads

lead

inquiry from potential customer into business’s products or services

media websites

make money by exposing users to ads

affiliate marketing website

provide info about variety of products and includes links to other websites where a user can purchase these products being advertised

what are some commonly used web design frameworks

design for usability, conversion-centered design , 3 questions, segments, and mobile first

elements for design for usability

follow website conventions

creative effective visual hierarchies

break up pages up into clearly defined areas

eliminate distractions

format content to support scanning

what does it mean to create effective visual hierarchies?

most important things should be higher and larger on page for websites, usually above the fold

elements of conversion- centered design

attention, context, clarity, congruence, credibility, closing, continuance

attention

call to action, attracts users’ attention , element of conversion centered design

context

does message and content match expectations of customers, element of conversion centered design

clarity

is it clear what web page is about, element of conversion centered design

congruence

does everything on page want customer to purchase goods/services , element of conversion centered design

credibility

ability to deliver promises, element of conversion centered design

closing

use positive messaging close to desired clicking region, element of conversion centered design

continuance

does customer know they have completed intended action , element of conversion centered design

3 questions design framework

web page is most likely to convert if it provides clear answers to questions above fold

what are the questions needed for the 3 questions design framework?

1. what are you offering?

2. why should I pick you?

3. what do you want me to do next?

what are personas?

fictional person meant to represent segment of customers

Mobile first design framework

websites should be designed for mobile devices and then adapted to larger screens

responsive web design

method of coding elements of web page (such as text, images, navigation) to detect website’s visitors screen size and to automatically resize and rearrange those elements to optimize their display

conversion rate optimization

gaining highest possible conversion rate

use the following guidelines to make sure that website is constantly improving

1. make changes based on data

2. employ user experience tests when web analytics data is insufficient

3. make changes based on web design principles

4. avoid redesigns

A/B testing

take an existing web page (version “A” of page) and you make a change to some element of page that you think can help conversion, therefore the new page would be "B” version

page elements of a website

navigation, hero image, trust symbols. color scheme, buttons, images, videos, forms, and phone numbers

navigation

scan menu to understand website to see what it contains , whether its useful or should they look somewhere else

hero image

large image, contains call to action, usually at top of page underneath navigation menu

trust symbols

any symbol, icon, image or small statement communicating to user that site is legitimate

forms

used to generate leads or to take visitors through purchase process

landing page

1st web page that visitor to a site sees

NSAMCWADLP

Never start a marketing campaign w/o a dedicated landing page

landing pages should match advertisements on 3 dimesions

product (or service), message, visual components

different types of landing pages

single-product, multi-product, lead generation, subscription, single-purpose

single-product landing pages

company advertises specific product (in ad or email, landing page should be about same product that was advertised)

multi-product landing pages

company advertises product category instead of one specific product, should lead to multi-product page

lead generation landing page

makes visitors call or fill out a form to find out more information, therefore there should be phone # on upper fold

subscription landing pages

sign visitors up for subscriptions, use pop up ads

single-purpose landing pages

landing page with only one purpose

macro conversions

also known as primary conversions that directly contribute to the business goals

micro conversions

also know as secondary conversions that help lead up to a macro conversion by providing engagement

what are 3 core goals of website performance?

traffic, conversion and revenue 

what are 2 things that web analytic programs must do

1. gather data about traffic on website or application

2. provide summary reports

how can you figure out identity of requester?

website must have log in feature which figures out who logged into website

timestamps

markers that enable analytics package to calculate how much time users spend on each page

navigation source

method by which user arrived at website

what can be the technical information

operating system, browser, screen size, and internet connection type

analysis paralysis

when volume of data prevents analyst from taking worthwhile action

actionable insights

understanding of website’s users’ behavior that can be used to take actions to improve website performance and/or profitability

average purchase revenue per user

web analytics metric that is calculated as total revenue/ total users

revenue per purchase

average amount of money a website receives from transaction

key performance indicator (KPI)

metrics a website considers to be most important measures of its success

what are the retail KPIs

sessions, conversion rate, revenue per transaction and revenue per session

sessions

number of times a website was visited w/i specific timeframe 

revenue per session

metric that calculates average amount of revenue generated from session

what are the formulas for revenue per session?

total revenue/ total sessions or conversion rate * revenue per purchase

what are lead generations KPIs

users, conversion rate, close rate, closed deal value, and revenue per session

users

number of distinct individuals who have visited w/i specific timeframe

close rate

% of leads that convert into revenue for company

closed deal value

how much a closed deal is worth to company

what is formula for revenue per session for lead generation KPIs

conversion rate* close rate * closed deal value

what are the Media KPIs

sessions, pages per session, average engagement time and conversions

pages per session

average number of pages viewed by user on website

average engagement time

measures amount of time each user spent actively engaging w/website during selected time period

traffic from social media comes from 3 possible sources

1. content created by company

2. content created or shared by other social media users

3. advertising on social media platform

segmentation

method of dividing customers (or site visitors) into groups that differ in meaningful and actionable way 

what are the ways to segment different types of traffic

browser type, geography, screen size, timing and device

what are the different types of attribution models

lask-click, first- click, linear and time-decay

last- click attribution

gives full credit to customers most recent source that lead them to purchase item or service