08 E-Commerce Marketing

Question 1

Steps of the conversion funnel

Answer 1

• awareness (10.000 visitors, 100%)
• interest (60% shopping area)
• consideration (30% place item in cart)
• purchase (3% purchase)
• loyalty (1% come back)

users to customers

Question 2

How does the conversion funnel help?

1.
2.

Answer 2

• identify weaknesses (where do i loose customers? which means have a high ROI?)
• what kind of ads are successful? (which ads help getting them to my shop? which of these buy sth? who comes back? coversion and loyalty)

Question 3

What are impressions?

Answer 3

• how often is a page or an ad requested and shown?

Question 4

What are clicks?

Answer 4

• how often is a page clicked on? (e.g. which ads lead the customers to the web shop)

Question 5

What are conversions?

Answer 5

• how often a service or product is bought (how often do they do what i want)

Question 6

What is CTR?

Answer 6

• click-through-rate
• relation between clicks and impressions
• CTR= click/impressions

Question 7

What is CR?

Answer 7

• conversion rate
• relation between conversions and clicks
• CR= conversions/clicks

Question 8

What is a bounce rate?

Answer 8

• bounce: customer leavinf within a very short time
• bounce rate = bounce/clicks

Question 9

How are visits defined?

Answer 9

• number of visits
• click becomes a visit if the customer stays a defined time

Question 10

Definition of Unique Visitors

Answer 10

• How many DIFFERENT visitors

Question 11

Definition of…

1. stickiness
2. loyalty
3. reach

Answer 11

1. how long does a user stay on my page
2. how many customers come back (in%)
3. what percentage of the market is reached

Question 12

What are Banners?

Answer 12

• simple texts or pictures, which are added to a web-page
• often offered by third parties (broker) which focus on web analytics and find the best places for the ads

Question 13

Forms of display ads

1.
2.

Answer 13

• pop-ups, having to actively click the pop-up away
• interstitials, prestitials, e.g. ads on youtube, shown before content of the web-page is displayed

Question 14

What does SEO mean?

Answer 14

• search engine optimisation
• focus on improving a websites ranking through organic, non-paid methods
• process of optimizing awebsites content and structure in order to improve its ranking in earch engine results

Question 15

What does SEA mean?

Answer 15

• search engine advertising
• using paid advertising on search engines to promote a website and its products or services
• with SEA a business can place ads on search engines and pay for them to appear in search results when specific keywords are entered