digital media marketing exam 1

Affiliate Marketing Websites

Websites that typically provide information about a variety of products & include links to other websites where an internet user can purchase these products

Conversion

The target action that websites encourage visitors to take

Conversion Rate

The percentage of visitors who convert, considered to be one of the most important indicators of a retail website’s success

Direct Traffic

Traffic that comes to a website either from a potential customer’s offline advertising activities or from habit

Domain Name

The name of a website

Domain Name System (DNS)

Manages the translation of domain names to IP addresses so that requests for a specific domain are routed to the correct server

eCommerce

Also known as online retails

Email Traffic

Traffic to a website that is the result of advertisements sent to potential customers via email

HTML (Hypertext Markup Language)

A client-side coding language meant to display static web pages that do not dynamically change content depending on the user; the basic programming language that powers web pages on the internet

HTTPS

An indication of secure connection to your website

Inventory Management System

Software that manages and tracks a company’s stock of for-sale products

IP (Internet Protocol) Address

Used to locate internet-connected computers & to transfer information from 1 computer to anohter

Lead

An inquiry from a potential customer into a business’s products or services

Lead Generation Website

A website with the goal of generating leads

Marketplace

A platform for buyers & sellers to come together for buying & selling exchanges

Merchant Account

A bank account designated for accepting customer credit card payments

Media Websites

Websites that make money by exposing users to advertisements

Payment Gateway

Technology that enables credit card payments by connecting the payer to the company’s merchant account

Referral Traffic

Traffic to a website that comes from another website; includes both paid referral traffic (typically from ads) or unpaid referral traffic (from natural links)

Registrar

A company that manages the leasing of domain names

Search Engine

Software that provides a list of webpages relevant to a search query

Search Traffic

Traffic to a website that comes by way of links on a SERP; can be divided into 2 categories (paid & unpaid)

Security Certificate

Allows users to access your website without being observed by 3rd parties

Server

A computer connected to the internet that fulfills information requests to the website

Transport Layer Security (TLS)

An encryption method used to prevent eavesdropping from 3rd parties

Uniform Resource Locator (URL)

The unqiue identifier used to locate a resource on the internet

Web Browser

A software that displays web pages

Web Hosting Company

A company that provides server space for others to run a website

What do websites use to instruct web browsers how to display a webpage?

HTML & Javascript

First step in the web process flow

User enters URL

Second step in the web process flow

DNS translates domain name into IP address

Third step in the web process flow

Browser sends HTTP/HTTPS request to server

Fourth step in the web process flow

Server processes request (client-side or server-side code)

Fifth step in the web process flow

Server sends back data (HTML, CSS, JavaScript)

Sixth step in the web process flow

Browser renders page for user

Examples of a client device

Computer, phone, or tablet

Examples of metrics

Sessions, users, page views, traffic sources

Of the 3 objectives of a successful website, which is most important for retail websites

Drive conversions

How many objectives are there for a successful website?

3

What are the 3 objectives of a sucessful website

1. Generate traffic

2. Drive Conversions

3. Generate Revenue

What is the primary conversion for a retail website?

Purchase

What are the secondary conversions for a retail website?

Create account, sign up for email, pay for premium account

What is the primary conversion for a lead generation website?

Phone call or form submission

What is the secondary conversion for a lead generation website?

Sign up for emails

What is the primary conversion for a media website?

Engagement

What are the secondary conversions for a media website?

Page views, video views, create account

What is the primary conversion for an affiliate marketing website?

Click affiliate link

What is the secondary conversion for an affiliate marketing website?

Purchase

What does AIDA stand for?

Awareness, Interest, Desire, Action

Conversion Rate Optimization (CRO)

Using A/B testing on website content to gain the highest possible conversion rate

Landing Page

The first web page that visitor to a site sees

Persona

A fictitious person meant to represent a segment of customers

Responsive Web Design

A method of coding elements of a web page (text, images, navigation, and so forth) to detect the website visitor’s screen size & to automatically resize & rearrange those elements to optimize their display

Trust Symbol

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

What is the ultimate measure of website design?

Conversion effectiveness

What are the key principles of web design

1. Usability

2. Conversion-Centered Design (CCD)

3. Three Questions (Above the Fold)

4. User Experience Design

1. Design for scanning

2. Use conventions

3. Clear visual hierarcy

4. Break page into defined areas

5. Show clickable elements clearly

6. Remove distractions & clutter

These are all aspects of:

Usability

In CCD, attention…

Highlights CTA

In CCD, context …

Aligns with user expectations

In CCD, clairty …

Obvious purpose & action

In CCD, congruence …

Every element supports conversion

In CCD, credibility …

Trust signals, testimonials

In CCD, closing …

Persusive CTA messaging

In CCD, continuance …

Suggest next step post-conversion

Attention Ratio Principle

Fewer competing links → higher conversion chance

What 3 questions should be answered above the fold?

1. What are you offering?

2. Why should I choose you?

3. What should I do next?

Why are websites designed mobile-first?

Easier to adapt to desktop & mobile traffic has more volume

1. Mobile-frst, responsive design

2. Fast load times

3. Clear navigation & readability

4. Builds trust & reduces friction

These are all components of …

User Experience Design

Navigation should be …

Simple, intutitve, avoid distraction from main CTA

CTA buttons should be …

Clear, visible, action-oriented

Headlines should be …

Benefit-driven, attention-grabbing

Color schemes & fonts should …

Ensure readability & accessibility; use contrast for CTAs

Examples of trust signals are …

Reviews, testimonials, awards, secure payment icons, visible contact info

Images/videos should be …

High quality, relevant, optimized for speed

Forms should be …

Kept short, intutitive, autofill where possible; show benefits post-submission

Phone numbers should be …

Displayed above the fold in lead-generation pages

Landing Page

Standalone pages for marketing campaigns

NSAMCWADLP

Never Start A Marketing Campaign Without A Dedicated Landing Page

Single-Product Landing Page

1 product, strong UVP, CTA

Multi-Product Landing Page

Showcase a category

Lead Generation Landing Page

Form + phone number/CTA

Subscription Landing Page

Emphasize trials, recurring sign-ups

Long-Copy Landing Page

Detailed persuasion for complex/high-value items

Click-Through Landing Page

Pre-sell before purchase page

Single-Purpose Landing Page

Minimal content (e.g. video+email capture)

Ad-Landing Page Match

Message, design, offer, and audience must match the ad → reduces confusion, builds trust

What is the main measure of A/B testing?

Conversion Rate

A/B Testing

• Data-driven

• Test indivdual elements, not full redesigns

• Use analytics + user testing

CRO Focus

Continuous improvement to boost conversion rate

Alternative Text (alt text)

A label or tag that communicates information to web browsers for the visually impaired or to browsers that have images deactivated

Backlink

A link from an external source that points viewers to that web page; in other words, a link on any other website that links back to your website

Blac-Hat SEO Practices

Website formatting practices designed to maniplate the search engine into giving a website good rankings without the site actually providing good value to searchers

Bounce Rate

The percentage of website sessions that consist of only 1 page view

Cumulative Layout Shift (CLS)

Indicates whether the content shifted when another peice of content loaded later on the page; it typically indicates a less-than-ideal user experience

Fat Head

A term with high search volume

First Input Delay (FID)

A measurement of the time it takes before the user can interact with any piece of content on the page. A high first input delay indicates a less-than-ideal user experience

Header Tags

Markers surrounding a word or phrase on a website that gives a title or label to sections of the web page, makes a website’s content more easily browsed by users, and gives search engines stronger clues as to the topic of its content

Keyword Cannibalization

Optimizing multiple pages for the same keyword

Keyword Stuffing

An ineffective black-hat SEO tactic that involves inserting a selected keyword phrase too frequently within a page’s content

Knowledge Graph

A repository of information about people, places, and topics that Google can show directly on the SERP instead of directing users to external pages to find this information