Chapter 1

Question 1

process behind buying phone case

Answer 1

type in URL
Url convert to IP
Information request form website to IP
Cookies stored on computer
HTML sent to computer (basic)
Dynamic server (more complex)
Displays on computer

Question 2

Successful websites

Answer 2

• Purpose of business is to create and keep customer
• For web only businesses purpose is to create a customer
• Other business website should help process of creating customers

Question 3

ADIA model

Answer 3

o Awareness
o Interest
o Desire
o Action

Question 4

Process of creating customers

Answer 4

1) Generate traffic
2)drive conversions
3) Max rev per conversion

Question 5

types of traffic

Answer 5

Direct traffic
1. Internet user types URL directly into the browser
2. Can be both offline and online
3. Ex: see billboard with ad URL
4. Ex: go to ESPN.com daily
5. DO NOT MEAN they types in the URL in the address bar
a. Could be saved on computer as bookmark
6. Advantage is customer likely already knows of business so likely interested

Referral Traffic
1. Internet user clicks on link from another site
2. Two types
a. Paid
i. Banners, ads, etc.
b. Unpaid
3. Can increase search traffic and improve organic search rank

Search traffic
1. Internet user clicks on link through search engine results
a. Could also be referral traffic
b. Differ from one another
2. Two types
a. Paid
b. Unpaid
i. Organic search results
ii.
3. Advantage is user may already be in desire stage
a. Do need to tell they why they need it but show them product
b.

Email Traffic
1. Email links

Question 6

two types of search traffic

Answer 6

paid and unpaid (organic)

Question 7

one of the most important indicators of sites success

Answer 7

conversions rate
ex: make an account on social media

Question 8

how to increase conversions for retail

Answer 8

higher priced orders by encouraging add-ons or higher priced items

Question 9

how to increase conversions for lead generation

Answer 9

1. Should track traffic sources that led to more lucrative deals by bringing in better leads

Question 10

how to increase conversions for search engines

Answer 10

1. Such as Expedia earns more money for some hotel bookings than other
2. So will encourage these bookings
3. Google will place most lucrative ads at the top

Question 11

how to increase conversions for media

Answer 11

1. Advertisers will pay more to advertise to their targeted audiences
2. Can charge more if knows about its users and what kinds of ads are effective with

Question 12

how to increase conversions for social media

Answer 12

1. Same as media as know about TA can charge more

Question 13

how to increase conversions for affiliate marketing

Answer 13

1. Can make more money the more people buy it (commission based)

Question 14

how to increase conversions for marketplace

Answer 14

1. Ebay charges a fee for every seller
2. Also through boosting ad so first on