Brainscape's Knowledge GenomeTM

Browse over 1 million classes created by top students, professors, publishers, and experts.


See full index

OMCP Digital Marketing Exam > Advanced Conversion Rate Optimization > Flashcards

Advanced Conversion Rate Optimization Flashcards

1
Q

What is Conversion Rate Optimization?

A

System for increasing the percentage of website traffic that converts or completes any desired action on a website (sales, leads or subscribers). No extra promotion is needed.

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
2
Q

Which works better at producing results - traffic through ads or conversion optimization?

A

Conversion optimization

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
3
Q

How does conversion optimization produce results?

A
  1. ) Focus on continuous improvement to website for conversions/profits
  2. ) Improves user experience
How well did you know this?
1
Not at all
2
3
4
5
Perfectly
4
Q

Why is it important to understand motivations of users?

A
  1. ) Helps business understand what is important to customers?
  2. ) Helps business understand who makes decisions?
How well did you know this?
1
Not at all
2
3
4
5
Perfectly
5
Q

What are the two pillars/principles of convesion optimization?

A
  1. ) Customer Focus

2. ) Continuous Improvement

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
6
Q

What 3 things should be your main focus for website optimization?

A
  1. ) Improving customer experience
  2. ) Improving marketing
  3. ) Improving product
How well did you know this?
1
Not at all
2
3
4
5
Perfectly
7
Q

What are examples of customers that are excellent at improving the customer experience?

A
  1. ) Sony
  2. ) Apple
  3. ) Hilton
  4. ) Amazon

Think HASA

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
8
Q

What 3 factors should you consider to help with conversion optimization efforts?

A
  1. ) Resources - focus on the resources that you have (not what you don’t)
  2. ) People - need people to identify and implement changes
  3. ) Culture - instill a spirit of organizational change
How well did you know this?
1
Not at all
2
3
4
5
Perfectly
9
Q

Do most websites have a traffic problem or user experience problem?

A

User experience. They need to improve conversion rate. Do so through marketing, graphic design and technical team.

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
10
Q

Is it important to let your team know what the ultimate goal is for the conversion optimization process?

A

Yes

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
11
Q

What are the 4 steps in the conversion optimization process?

A
  1. ) Plan
  2. ) Measure
  3. ) Improve
  4. ) Repeat
How well did you know this?
1
Not at all
2
3
4
5
Perfectly
12
Q

What is the Persuasion Architecture?

A

Designing a website to align with user desires:

  1. ) Who are we trying to persuade to take an action?
  2. ) What action do we want them to take?
  3. ) What action do they want to take?
How well did you know this?
1
Not at all
2
3
4
5
Perfectly
13
Q

What is the science of personalization?

A

Personalizing the experience to address the different ways that users want to consume content/want to get out of content (e.g., social, emotional, functional) OR

  1. ) Logical - focus on top of page
  2. ) Emotional - focus on how it makes them feel
  3. ) Methodical - focus on data points, navigation, flow of page
  4. ) Spontaneous - focus on interactivity, pictures, what’s going on

Think: EMSL (first part like paramedics)

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
14
Q

What are the steps to personalize your website?

A
  1. ) Identify goals
  2. ) Divide into groups based on their understanding of your website
  3. ) Segment based on how they arrive on your website
  4. ) Test
How well did you know this?
1
Not at all
2
3
4
5
Perfectly
15
Q

Should you make changes all at once to your website?

A

No. Make incremental changes over time using the plan, measure, test, repeat process.

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
16
Q

What 3 factors can help you increase conversions (moving people from browsing to buying)?

A
  1. ) Relevance
  2. ) Value
  3. ) Call to action

This also applies to ads

Think: CVR (CVS but, R or CV is a resume and R represents resume); or an abbreviation of conversion

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
17
Q

What are the 3 questions users ask themselves to determine if website is relevant?

A
  1. ) Does it answer my query?
  2. ) What do I do next?
  3. ) Is this the right solution for me?
How well did you know this?
1
Not at all
2
3
4
5
Perfectly
18
Q

What are the 3 questions users ask themselves to determine value?

A
  1. ) Does it explicitly state its value?
  2. ) Why should I choose this solution for my problem?
  3. ) Is this trustworthy?
How well did you know this?
1
Not at all
2
3
4
5
Perfectly
19
Q

What does Google call establishing value?

A

Transparency.
Need to explain:
1.) Nature of your business
2.) How site interacts with visitor’s computer
3.) How you will use a visitor’s information

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
20
Q

What 3 factors do you need to keep in mind to make call-to-actions impactful?

A
  1. ) Short and easy path to content
  2. ) Relevant information and stepwise guidance
  3. ) Don’t use lots of pop-ups
How well did you know this?
1
Not at all
2
3
4
5
Perfectly
21
Q

What questions do you need to ask about the traffic coming to your website?

A
  1. ) Sales potential of exisiting visitors
  2. ) Visitor intent (determine by looking at keywords)
  3. ) Prioritize qualified traffic in marketing efforts
How well did you know this?
1
Not at all
2
3
4
5
Perfectly
22
Q

What are typical conversion rates?

A

2-3%

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
23
Q

How can you identify pages that visitors are not interacting with?

A
  1. ) High bounce rates
  2. ) High exit rates
  3. ) Low time spent on page
How well did you know this?
1
Not at all
2
3
4
5
Perfectly
24
Q

What checks should you do to make sure that your website does not have any structural issues before launch?

A
  1. ) Check across multiple browsers

2. ) Use anybrowser.com or browsershorts.org to check from the user’s perspective

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
25
Q

What 4 items can help you avoid structural issues?

A
  1. ) Usability testing
  2. ) Customer feedback
  3. ) Check error logs for broken links
  4. ) Ensure navigation and design are consistent
How well did you know this?
1
Not at all
2
3
4
5
Perfectly
26
Q

What is a scent trail?

A

Ensuring that link from ad to webage remains relevant and leads visitor to the appropriate next best action

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
27
Q

What factors can hurt the momentum/growth of your website?

A
  1. ) Low Google quality score
  2. ) Slow load times
  3. ) Broken scent trails
  4. ) Form abandonment
How well did you know this?
1
Not at all
2
3
4
5
Perfectly
28
Q

What are sample KPIs to establish for your website?

A
  1. ) target for direct traffic
  2. ) target for keyword traffic
  3. ) number of downloads
  4. ) number of people requesting information
How well did you know this?
1
Not at all
2
3
4
5
Perfectly
29
Q

Do all segments have the same goals?

A

No. Important to tailor website to each segment’s goals/actions they want to complete

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
30
Q

What can you do to avoid conducting meaningless tests?

A

Focus on what matters and optimize that

31
Q

What are the 5 types of website changes?

A
  1. ) Functional - does it work; technical aspect
  2. ) Usable - does the experience design help people find what they are looking for
  3. ) Persuasive - does it convince people to take the action that you want
  4. ) Intuitive - is it easy to understand
32
Q

What 3 questions do you need to ask to increase your ability to persuade?

A
  1. ) Who am I trying to persuade?
  2. ) What action do I want them to take?
  3. ) What do we need to do to convince them to act?

(Need to merge customer process with org’s sales process)
customer process = they research many websites, look at competitor websites, look at reviews before making a decision

33
Q

What are the 4 types of personas?

A
  1. ) Competitive persona - looking to see how you compare against competitor websites
  2. ) Humanistic - Looking for human elements; how feel; who uses your product
  3. ) Spontaneous - Looking for interactive content; activity oriented and want it fast
  4. ) Methodical - Looking for relevant information/facts on every page
34
Q

What data inputs should be used to model your personas?

A
  1. ) Segmentation data
  2. ) Sales team data
  3. ) Market research data
35
Q

Should you write content based on your persona?

A

Yes. Different personas make decisions in different ways and need to provide the experience they are looking for.

36
Q

Should your website build a story for each customer segment?

A

Yes. Make the customer the hero and explain why your website is important to each segment. Answer their questions. Use people to build your story. People connect to each other more than to facts and figures.

37
Q

What is the persona journey?

A
  1. ) Knowing who the persona is
  2. ) What drives the persona to the website (marketing)
  3. ) What we want them to do on the page they land on
  4. ) Where do we want them to go next?
38
Q

What is storyboarding?

A

Mapping out the persona journey for each page (defining internal linking strategy, hyperlinks (link itself), anchor text (text used for the link)

39
Q

What should you focus on first - copy or design?

A

Copy

Design will enhance the copy. Mockingbird is a tool that can be used to enhance website design.

40
Q

How can eye-tracking help?

A

Eye-tracking can help you see how each of your personas are interacting with content on your page.

Feng-gui.com is a website that can help you track eye tracking patterns.

41
Q

How can you use color to improve the user experience?

A
  1. ) Enhance important website elements
  2. ) Indicate hierarchy on a page
  3. ) Create contrast for improved readability
  4. ) Show related elements
42
Q

Should you test your design?

A

Yes. Use usability testing to test the design (usertesting.com is a good tool)

43
Q

Should you design in color or greyscale first?

A

Greystale - look at shapes, amount of white space, sizes of elements on the page, text alignment right, how close elements are to each other

44
Q

What marketing channels can you use to generate website traffic?

A

SEO and PPC are great initial starts to generate more traffic

45
Q

What is an average website bounce rate?

A

30%

46
Q

What testing should you do to get better results from your website?

A

Multivariate testing

47
Q

What quick wins can you implement to help improve conversions?

A
  1. ) Testimonials to build credibility
  2. ) Colors
  3. ) Tagline
  4. ) Value proposition
48
Q

What is the purpose of testing?

A

Understand user motivations

Effective testing aims to understand user motivations. Come up with the right messages to help them take action and specifiy a clear user purpose (value proposition).

49
Q

Which shaped buttons tend to convert more?

A

Irregular shaped buttons because they stand out

50
Q

What factors should you keep in mind to improve form conversion?

A
  1. ) Keep short and simple
  2. ) Ask only the questions you need
  3. ) Establish the benefit(s) of completing the form
  4. ) Determine if you will reward the user for completing the form
  5. ) Use the right terminology
  6. ) Build confidence that data will be secure
51
Q

What is a good rule of thumb for hyperlinks?

A
  1. ) High on page

2. ) Easy to see

52
Q

Do users behave the same on a mobile device as they do on desktop?

A

No - on mobile, users want information faster and quicker answers to their questions

53
Q

Is CRO higher or lower on mobile?

A

Lower

Tablet is better conversion than smartphone; Highest conversion tends to be desktop.

54
Q

What is the best way to identify the visitor journey?

A

`Search queries research. Searches that bring people to your mobile website may differ from those that bring people to your desktop.

55
Q

Which factors should be considered while developing elements for your webpage?

A

1.) Quality of elements
2.) Relevance of elements
3.) Location of elements
4,) Proximity of elements

Think: Quality reduces lower pageviews (first letter of each words stands for the factors to consider)

56
Q

How many steps should you have in your checkout process?

A

No more than 3 steps to complete a transaction

57
Q

What priorities should you focus on for conversion optimization?

A
  1. ) What can do easily?
  2. ) What will have ROI/impact?
  3. ) What will the cost be to implement?

set objectives and make sure changes have the intended impact (test to confirm), make sure changes are not against the company culture/ethos, do we have the resources - budget and people - to make the change

58
Q

How can you prioritize page optmizations?

A
  1. ) Pages with highest bounce rate
  2. ) Pages with low time on page
  3. ) Pages that are important to your business
  4. ) Top exit pages
59
Q

What is the rule of thirds?

A

Used in photography. Take an image and divide it into thirds both horizontally and vertically. The intersection points represent where the key points of your page should land.

60
Q

How can the rule of thirds be applied to webapges?

A

Place the key points at the points where the intersection occurs between lines.

61
Q

How do people scan webpages and why does it matter?

A

Read top then go down diagonlly and then back up to the left, middle of the page (place key point that will generate ROI in the middle left hand side of the page)

62
Q

What are heatmaps?

A

They show you what points on the page are drawing people’s attention

> > Link: https://vas.3m.com

63
Q

What is Feng-gui used for?

A

Eye tracking

64
Q

Should you give people visual cues that there is more information below the fold?

A

Yes. Examples include an arrow that points down to let people know to scroll

65
Q

What is the average number of tests that most businesses run on their website?

A

2-5 tests per month

66
Q

What key questions should your analytics help you ask?

A
  1. ) Where are people coming from?
  2. ) Where are they going on the website?
  3. ) What are they interacting with/looking at most on the website?
67
Q

What Call Attribution Platform can help you identify keywords that are driving sales?

A

DialogTech

68
Q

What can you use to reduce the size of images?

A

smush.it

69
Q

What tools can you use to determine page load times?

A
  1. ) Website Analyser

2. ) Optimizely.com

70
Q

What are the benefits of video?

A

1,) More time on page

  1. ) Increased conversion rates (by an average of nearly 10%)
  2. ) Increases likelihood of front-page Google search result by 96%
71
Q

What tool can you use to create personalized videos for your customers?

A

Treepodia

72
Q

What are the benefits of looking at your website in grayscale?

A

Get a better sense of whether the design in really performing

73
Q

Are there website wireframing?

A

Create a mock-up pages and identify the right elements to add to your pages

74
Q

Are there apps that can rewrite your PPC ad?

A

Yes. Like Boostctr.com

OMCP Digital Marketing Exam (7 decks)

Brainscape helps you reach your goals faster, through stronger study habits.
© 2024 Bold Learning Solutions. Terms and Conditions