Digital Media Marketing Exam #1

HTTPS

Secure version of HTTP used to protect information transferred between a website and its visitors

Domain

The name of a website that people type into a browser to access the site

URL

The web address used to locate a specific page or resource on the internet

AIDA Model

A model describing the stages of Attention, Interest, Desire, and Action in guiding a consumer toward conversion

Traffic

The visitors and visits coming to a website

Types of Traffic

Different sources through which visitors arrive at a website

Web Design

The design and structure of a website for desktop and mobile users

Desktop Website

A website designed for viewing on computers and larger screens

Mobile Website

A website designed to work effectively on smartphones and smaller screens

Website Navigation

The parts of a website that help consumers move through the site and find information

Conversion

The desired action a website wants a consumer to take

Landing Page

A webpage designed to receive visitors and guide them toward a specific action or conversion

Landing Page Consistency

Keeping the landing page consistent with the message or experience that brought the consumer to the page

Search Engine Crawler

A system used by search engines to discover and analyze website content

Keyword

A word or phrase that represents what a webpage is relevant to

Search Phrase

A phrase people use when searching for information online

Keyword Relevance

How closely a webpage's content matches a searcher's keyword or search phrase

On-Site SEO

Search engine optimization practices performed directly on a website to improve its relevance and visibility

Original Content

Content created specifically for the website rather than copied from another source

Fresh Content

Content that is new or regularly updated

Optimized Content

Content created or structured to improve its relevance for search engines and users

Local Search Rankings

The position of a business in search results for searches related to a specific location

Local Relevance

How relevant a website or business is to consumers searching within a particular geographic area

Local Visibility

How easily consumers can find a business in search results near its sales location

Moz Local

A local search tool/discussion referenced in the course for improving local relevance

AEO

Answer Engine Optimization; optimizing content to appear in answers provided by answer engines

GEO

Generative Engine Optimization; optimizing content to improve visibility in generative AI search and answer experiences

A/B Testing

A method of comparing two versions of something to determine which performs better

Conversion Rate Optimization (CRO)

The process of improving a website to increase the percentage of visitors who complete a desired conversion

Session

A visit to your website; one user may generate multiple sessions

Primary Conversion

The main action of interest, such as a purchase

Secondary Conversion

A supportive action, such as an email signup or membership

Conversion Rate (CR)

The percentage of sessions that result in a primary conversion; purchases ÷ sessions × 100

Revenue per Conversion (Average Order Value / AOV)

The average revenue generated per purchase; revenue ÷ purchases

Value per Session (VPS)

The value generated per website session, including the value of primary and secondary conversions

Relative Lift in Conversions

The percentage increase in conversions from one variant compared with the baseline variant

Variant A

The baseline or original version being tested in an A/B test

Variant B

The new version being tested against Variant A

Conversion Rate Formula

Primary conversions ÷ sessions × 100

AOV Formula

Revenue ÷ primary conversions

VPS Formula

(Primary conversion revenue + secondary conversions × secondary conversion value) ÷ sessions