Internet marketing 1

URL stands for "uniform resource locator

TRUE

In terms of traffic generation, most comes from direct traffic

FALSE

Unpaid referral traffic comes from banner, text, or rich media ads that a website has paid to display on other websites.

FALSE

A landing page is the first webpage a visitor to a site sees.

TRUE

The terms "above the fold" or "upper fold" refer to the portion of the website that can be seen without scrolling down the page.

TRUE

*It is important for landing pages to have a navigation bar, especially to the homepage.

FALSE

CTA buttons on landing pages typically include visual cues, such as gradients, borders, shadows, glowing edges, or arrows to signal the spot is clickable.

TRUE

Conversion rates for landing pages can be improved by decreasing the bounce rate to the landing page and decreasing shopping cart abandonment.

TRUE

Techniques to increase landing page conversion rates include removing obstacles and distractions to minimize confusion and maximize persuasiveness.

TRUE

The best attribution modeling method is the linear attribution model because it gives more credit to recent customer interactions than to earlier interactions.

FALSE

By examining how site usage differs between returning users and new users, a website may be able to gain knowledge on how to convert new users into returning

TRUE

A search engine website wants to track average page depth as a KPI, not to maximize it, but to minimize it.

TRUE

Media websites make money through advertising so they are primarily concerned with generating traffic to the site and then keeping users engaged.

TRUE

For a lead-generation website, a lead would be considered a conversion.

TRUE

With lead-generation websites, repeat sessions from the same individual are beneficial in generating leads so number of sessions is a better KPI measure than number of users.

FALSE

For a retail website, enticing shoppers to purchase additional items or higher-priced items would increase the average order value KPI.

TRUE

Key performance indicators (KPIs) are the metrics a website considers to be the most important measures of success.

TRUE

The importance of various metrics provided by analytics packages depends primarily on the website's business model.

TRUE

The revenue per session metric is important because it can determine the maximum amount a website can spend on advertising to attract users to its site.

TRUE

The page bounce rate is the percentage of sessions that begin on that page that consist of only one pageview.

TRUE

*Anytime a user enters a website he has created a session, which can consist of one or more pageviews.

TRUE

Although web analytics cannot identify the name of a website user, it can identity the person's address based on the person's Internet connection and IP address.

FALSE

Web analytics actually tracks computers, not individuals.

TRUE

While aggregating and organizing data provides valuable insights for a website, the most useful are the raw data that is produced by web analytics programs.

FALSE

Although what users want on a website is important, the final word goes to graphic designers because they understand how to create successful websites.

FALSE

Web analytics tracks the identity of a computer through

a.placing a cookie on each computer that visits the site

b.requiring all users to log in before browsing the site

C.the IP addresses from users' computers passing on personal identifiable information about the owner of the computer

d.looking up the identity of computer users from an NSA database

A:placing a cookie on each computer that visits the sit

*Web analytics packages can obtain the following information when someone visits a

website, except

a.dentify of computer

b.identify of user

C.timing of website visit

D.navigation source

B: identify of user

All of the following technical information about a user's computer is obtained through analytics, except

a:Browser

b:screen size

c:operating system

d: Memory

D: memory

A "hit' is another term for a(n)

a.Pageview

b:site session

c:purchase +

d:video view

A:Pageview

If a user goes to a particular website multiple times, the _________ metric only counts.

a:entrance rate

b:Sessions

c:unique pageview

d:users

d:users

KPI stands for what?

A:Key performance indicator

B:Key practice initiator

C:Key premium industry

B:Key potential interest

A:Key performance indicator

The gold standard in social media is to generate a large amount of traffic to a website from

a.content created by the company

B:content created or shared by other social media users

C.social media organic searches

d.advertising on a social media platform

B:content created or shared by other social media users

Last-click attribution gives credit for a customer's action to

a.all of the sources that can be tracked through web analytics

b. only sources that have been coded with web analytics

C:the most recent source that brought the individual to the point of action

d. the first source that can be tracked by web analytics

C:the most recent source that brought the individual to the point of action

34. When trying to increase the number of leads received from a lead-generation landing page, which of the following is NOT a best practice?

a.Make a submission button that stands out

b.Test different layouts of form fields

C.Increase the number of required form fields

d.Position the form in the upper fold of the landing page

C.Increase the number of required form fields

35. All of the following are design elements of a landing page that instill trust in site visitors, except

a.secure payment methods

C.large, clear, colorful action buttons

B:social media presence

d.visible contact information

C.large, clear, colorful action button

36. A trust symbol on a landing page is

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

b. an icon provided by the site owner on the shopping cart page

A:a snippet of code that is added to the

HTML of the landing page

d. colorful buttons that invite visitors to click on them

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

The upper fold of the landing page is defined as

A:the part of the page that can be seen without having to scroll down

B:the top section of the website that includes the navigation menu tabs

C:everything on the website above the bottom of the first complete paragraph

D:the next page that the site visitor should reach after the landing page

A:the part of the page that can be seen without having to scroll dow

If a company advertises a product category such as hunting supplies in a print ad or email, then it would be best to use a(n).________landing page.

a.long-copy

b.multi-product

C.lead-generation

d.single-product

B.multi-product

. *If a company advertises a specific product in an ad or email, then it would be best to

use a ________ landing page.

a.long-copy

b.multi-product

C.lead-generation

d.single-product

d.single-product

"ulm.edu" is an example of an)

A:JAVA script

B:IP address

C:website domain name

d.HTML code

C:website domain name

is a static, client-side programming language (as opposed to a dynamic,

server-side language).

a.HTML

b.PHP

C.Peri

d.Java

a.HTML

Direct traffic includes visitors who

a.come to a site directly from a search engine

B:use a mobile device to browse the Internet

C.bookmark a page within a site

D:type the URL directly into their browser's address bar

D:type the URL directly into their browser's address bar

43. Ashley clicks on a link at the Advertising Age website that takes her to an article she wants to read from Adweek. This is an example of

a.direct traffic

b.referral traffic

C.search traffic

b.referral traffic

Jessica is looking for camping supplies and sees a link to CamperWorld after she types in the search words "camping supplies" on Google. This is an example of

a.direct traffic

b.referral traffic

C.search traffic

C.search traffic

Website traffic that comes from clicking on the organic search results on a search engine is

a.direct traffic

b.referral traffic

C.paid search traffic

d.unpaid search traffic

d. unpaid search traffic

Unpaid search traffic comes when a user clicks on

a.direct traffic

b.referral traffic

C.paid search traffic

d.unpaid search traffic

d. unpaid search traffic

The appropriate primary conversion metric for a social media site would be

a. a purchase

C. book a reservation

b. to create an account

d. clicking on a banner ad

b. to create an account

Secondary conversion metrics for an e-commerce could include the following, except a

A.sign up for emails

b.create an account

C.create and post personal content

d.pay for a premium account

C.create and post personal content

The method of attribution modeling that gives more credit to recent customer interactions than earlier interactions is

a:last-click attribution f

b:irst-click attribution

C.linear attribution

d. time-decay attribution

d. time-decay attribution

The method of attribution modeling that gives equal credit to every recorded interaction with a customer before the purchase or action is

a:last-click attribution f

b:irst-click attribution

C.linear attribution

d. time-decay attribution

C.linear attribution