MKT 4350 Exam 1

paywall

an online portal that charges consumers a fee for access to news content

freemium

offers users a basic service for free and then charges a premium for upgrades or advanced features

monetization

the process of converting something that once was free into a product that is sold

lead generation

identification of those firms and people most likely to buy the seller's offerings

conversion

target action you wish visitors to take

right person
right message
right time

3 "rights" of marketing

awareness
consideration
preference
purchase
loyalty
advocacy

customer purchase funnel

paid media

Traditional or digital channels

owned media

websites, email, app, SM, retail, events

earned media

reviews, blogs, PR mentions

expensive
costly mistakes
competitive
can run into issues of scale

4 shortcomings of digital marketing

prompt someone to take action

marketing needs to...

conversion rate

percentage of consumers who buy a product after viewing it

conversion rate

measure that's used to determine which page is better in A/B testing

search engine results page

SERP

call to action

CTA

CTA

something that tells a customer to do something

statistical significance

likelihood that the difference in conversion rates b/w the variation and the control is not due to random chance

landing page

the web page that a person reaches when clicking on a search engine listing or ad; created in association with a marketing campaign

above the fold

The content that appears on a screen without a user having to scroll.

friction

anything that interferes with a seamless transaction

responsive web design (RWD)

adapts the layout of the website to fit the screen on which it is being displayed; detects visitor's screen size and automatically resizes and rearranges elements to optimize their display

adaptive web design (AWD)

Adapting web pages for the capabilities of the device or browser used to view them.

What are you offering?
Why should I pick you?
What do you want me to do next?

3 questions a web page needs to answer if they want to convert

design for usability
conversion-centered design
3 questions
customer segments
mobile first

5 principles of good web design

attention
context
clarity
congruence
credibility
closing
continuance

7 conversion-centered design

persona

fictitious person to represent a segment of customers

conversion rate optimization

a testing process used to improve the rate of visitors taking a desired action on a web page

change only page elements
consistent page version assignment
conversion rate tracking

3 things to maximize CRO

make data based changes
employ user experience tests
make changes based on web design principles
avoid redesigns

4 guidelines to ensure your website is constantly improving

trust symbols

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

single-product landing page

If a company advertises a specific product, the landing page should be all about that same product

multi-product landing page

If a company advertises a product category instead of one specific product, anyone who clicks this ad should arrive at a landing page featuring multiple products from this product category

lead generation landing page

phone number in upper fold with call to action

subscription landing page

pop-up windows asking visitor to subscribe; a banner ad for Netflix

single-purpose landing page

directs visitors to one possible action

nexus

physical presence within a taxing jurisdiction that triggers sales tax collection obligations; significant physical presence within the state

attribution

giving credit to different touchpoints throughout the customer purchase process

algorithm

mathematical equation that makes predictions about your behavior

walled garden

a site you long into to gain access; user ID allows advertisers to link clicks to user

Section 230 of the US communications decency act

publishers an determine what stays and what goes

traffic x conversion rate

\= number of leads

cost per click / conversion rate

cost/lead

A/B testing

putting up different versions of a page and seeing which one performs better

stickiness

the measurement of how long visitors linger at a website

bounce rate

the percentage of times a visitor leaves the website almost immediately, such as after viewing only one page

exit rate

percentage of pageviews that result in an exit

pages per visit

the average number of pages viewed by a single visitor during a given time period.

trust in the LORD with all your heart, and lean not on your own understanding; in all your ways acknowledge Him, and He will direct your paths

proverbs 3:5-6

proverbs 3:5-6

trust in the LORD with all your heart, and lean not on your own understanding; in all your ways acknowledge Him, and He will direct your paths

cookies

used to identify multiple pages together; enables a website to recognize a computer as a return visitortrans

timestamps

enable the analytics package to calculate how long users are spending on each page and order of consumer clicks/pages

analysis paralysis

the sheer volume of data overwhelms a manager and cause inaction

organic search

search engine results returned and ranked according to relevance

paid search

the process by which advertisers pay websites and portals to place ads in or near relevant search results based on key words

segmentation

any method of dividing customers into groups that differ in a meaningful and actionable way

last-click attribution

full credit for a customer's action is given to the source that most recently brought the customer to the site for the purchase

first-click attribution

Assigns all the credit to the first touchpoint that eventually leads to a conversion

linear attribution

Assigns equal credit to each touchpoint along the customer journey

time-decay attribution

In this model, credit for a sale or conversion is given more to the channels nearer to the conversion

data-driven attribution

uses data and algorithms to analyze the importance of each touchpoint

helps determine what type of purchase decisions are made based on device

why is it beneficial to know the browser, device, and operating system of a user?

call it too soon
need statistical significance

what is the biggest mistake of A/B testing?

page with most traffic

which page do you use first in A/B testing

matching
links into page

2 most important factors for good ranking positions

significant driver traffic
highly targeted
potentially low-cost visitors
dynamic

4 advantages of search engine marketing

lack of predictability
time
complexity and dynamic nature
ongoing investment
awareness of brand

5 disadvantages of search engine marketing

content marketing

Creating and distributing valuable, relevant and consistent material to attract and engage an audience, with the goal of driving them to a desired action

advertising

any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor

title tag

shows up at the top of a browser when one navigates to that page

URL
title tag
header tag

where to place search phrase to maximize relevance score

relevance of search intent
traffic
competition
current ranking

optimal keyword targeting (4)

long tail keywords

multi-word phrases that are extended or more specific versions of a core fat head term

fat head keywords

super-popular keywords that get the highest search volume

keyword mapping

the process of assigning keywords to specific pages on a website; organizes SEO efforts across many search phrases; ensures the most appropriate webpage shows up on the SERP

quality

sourced from the number of links from other websites directed at that web page

black-hat SEO practices

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

keyword stuffing

Packing a Web site with unrelated keywords to attract higher-value contextual ads

relevance

extent to which a webpages content matches the searcher's query; Google doesn't want you to change search engine because there's a lack of this

whitepaper

A document that acts like a guide, whose purpose is to explain how to solve a problem or help prospects understand a specific topic.

combat black-hat SEO tactics
room for improvement and innovation

2 factors that contribute to continual search engine changes

RankBrain

Google's name for a machine-learning artificial intelligence system that's used to help process its search results

mobile-first ranking

Google removed sites from mobile search results if their pages were not mobile-friendly

transport layer security

how can credit card numbers and other sensitive information be transferred across the internet without third parties seeing it?

create captivating design

Which of the following is NOT an aspect of successful websites?

Someone types the name of a website into a search bar and clicks the first link on the search engine results page

which of the following is NOT an example of direct traffic?

unpaid referral traffic

any visitors that come to the website from any links that are not paid for

phone call and form fill

the primary conversion for a lead generation site is (2)

high conversion rate

in web design, what is more important than a website's visual appeal?

use of complementary colors

Which of the following is NOT a principle of Steve Krug's design for usability paradigm?

a visitor has no idea where a link leads

Oli Gardner's principle of clarity has been violated if

what do you want me to do next?

The upper fold of a webpage should answer the questions, "What are you offering?" "Why should I pick you?" and

3000/500 \= 6

during a one week period, a website had 3000 total pageviews from 500 sessions. what is the site's average depth?

homepage's bounce rate

of 500 sessions that occurred on a website during a one-week period, 200 of them started on the homepage; 100 of these 200 sessions saw only the homepage before leaving the site. of the 300 sessions that started on other pages, 100 of them consisted of only one pageview. which is higher: the site bounce rate or the homepage's bounce rate?

destination

a retail website that wants to track its conversion rate should set up what type of goal?

overly responsive design

A low conversion rate can be caused by all of the following EXCEPT

conduct a carefully-controlled experiment

The most reliable way to measure advertising effectiveness is to

below paid ads

Organic search results are typically displayed

keyword has no traffic

Even a highly relevant keyword may not be worth pursuing in your SEO if

indicates that the searcher did not like what they find

why is a high bounce back rate a negative signal of a webpage's quality