Digital Marketing Quiz 1 (Cally)

Digital Marketing

The goal is to generate traffic, revenue, and drive conversions.

Big Question of Digital Marketing

How do we connect customer behavior with desired outcomes?

Website Objective: eCommerce

Earn money through online sales.

Website Objective: Advertising

Earn money through ads by increasing visitors and providing content.

Website Objective: Commissions

Earn money through commission by providing better search results.

Website Objective: Subscription

Earn money by providing content and increasing time on site.

Website Objective: Information/Support

Provide info to generate support, offline sales, support a cause, or customer service.

Website Success: Traffic

Direct, unpaid referral, paid referral, unpaid search traffic, paid search traffic, email traffic.

Website Success: Conversion

Purchase, lead, engagement, account creation, click-through.

Website Success: Revenue

Revenue earned per conversion.

Traffic Source: Direct

Comes from recognizable brand, easy URL, bookmarks, or mobile app.

Traffic Source: Unpaid Referral

Social media, email, backlinks, homepage, product pages.

Traffic Source: Paid Referral

Banner ads, text ads, video ads, affiliates, link purchases.

Traffic Source: Unpaid Search Traffic

Visitors come from strong organic rankings (popular or niche terms).

Traffic Source: Paid Search Traffic

Visitors arrive via purchased keywords or ads.

Conversion Factors

Superior search, product info layout, easy checkout, clear "Add to Cart," tailored experience, reviews.

Revenue Factors

Add-on products, upgrades, product reviews, and cross-selling increase customer spending.

Web Design in Digital Marketing

Drives visitors via SEO, PPC, email, social media, and digital ads.

Purpose of Good Web Design

Increase conversions; aesthetics matter less than results.

Usability Principle

Don't make visitors work too hard or think too much.

Visual Hierarchies

Keep important items higher up; break content into sections.

Clickable Elements

Make it obvious what's clickable.

Clear Paths

Define visitor journeys and eliminate distractions.

Readability

Use whitespace, headings, bullets, and images.

Conversion-Centered Design

Have clear CTAs, context, clarity, and congruence on the page.

Website Credibility

Include trust signals, positive messaging, and clear next steps.

Above the Fold

Clearly state Who, What, Why, and What to do next.

Audience Consideration

Make it obvious who should take what action.

Mobile-First Design

Design responsively for smaller screens, typing difficulty, slower load times, fat-finger errors.

Continuous Improvement

Base decisions on data, test changes, avoid total redesigns, and use A/B testing.

Elements of a Webpage to Test

Color scheme, CTA buttons, UVP, images, navigation, trust symbols, video, phone numbers, forms.

Forms Best Practices

Only ask necessary info, use enticing CTA, include a Thank You message.

Landing Pages

Dedicated entry pages for campaigns; must match visitor context.

Types of Landing Pages

Subscription, Long Copy, Single Product, Multi Product, Lead Generation.

Key Landing Page Elements

Product image, UVP, CTA, next steps, brand colors/logo, info above the fold.

Segmenting Website Customers

Search vs. browse navigation, new vs. returning, in-store vs. online preferences.

3 Questions a Website Should Answer

What are you offering? Why pick you? What should I do next?

CTA Best Practices

Use 2-3 word action verbs that stand out.

UVP Best Practices

Short, strong, 7-10 words.

Web Analytics

Tracking and measuring user behavior online to optimize conversions and results.

Analytics Purpose

Provide reports, identify trends, analyze lost opportunities, increase sales/revenue.

Goals of Analytics

Measure website behavior, optimize to achieve goals, use data to increase conversion.

Analytics Role

Measures behavioral data quantitatively, part of research, can be paired with testing.

Getting Started

Install Google Analytics HTML/tag manager on every page.

Data Collected by Analytics

Cookies, timing, navigation source, browser, screen size, OS, geography.

Basic Web Analytics Metrics

Pageview, visit, time on page, entry, exit.

Calculated Metrics

Avg page depth, avg visit duration, site bounce rate, page bounce rate, entrance rate, unique pageviews, unique visitors.

Manual Metrics (Goals)

Destination (thank-you page), duration (time on site), pages/session, event (video play, download).

Conversion Rate

Percentage of visits resulting in intended action (purchase, lead, etc.).

Revenue Metrics

Revenue, revenue per visitor.

Key Performance Indicators (KPI)

Metrics aligned with goals (sales, clicks, return visits, email signups).

KPI Types: Retail

Visits, conversion rate, avg order value, revenue per visitor.

KPI Types: Lead Generation

Unique visitors, conversion rate, close rate, closed deal value.

KPI Types: Media

Visits, avg page depth, visit duration, conversions (signups, memberships).

KPI Types: Social Media

New accounts, posts, likes/shares, avg time on site.

KPI Types: Search Engines

Searches, conversion rate, minimize page depth for relevance.

Conversion Funnel

Visualization of where visitors drop off; fixed with A/B testing.

Channel Analysis

Evaluate KPIs by traffic source (organic, paid search, display, email, social, affiliates).

Segmentation

Group by geography, new vs. returning, time, browser, device.

Attribution Models

Last interaction, last non-direct click, last AdWords click, first interaction, linear, time decay, position-based.