Conversion Optimization and Data Analytics (ch) wk13

Question 1

What does CRO stand for?

Answer 1

Conversion Rate Optimization

Question 2

The following is just a small example desired outcomes when conducting CRO activities. What term is used to describe the list below?

• Increase traffic
• Enhance engagement
• Improve conversion

Answer 2

Conversion Rate Optimization Goals

Question 3

For any company the website is the ____ for online presence

Answer 3

For any company the website is the hub for online presence

Question 4

CRO - Email:

Name 6 important factors for CRO for emails.

Answer 4

CRO - Email

Question 5

CRO Dispaly Ads

What is the marketer testing the difference of in the following image for purposes of CRO?

Answer 5

CRO Dispaly Ads

Product vs Person (imagery testing)

Question 6

CRO Dispaly Ads

What is the marketer testing the difference of in the following image for purposes of CRO?

Answer 6

CRO Dispaly Ads

Text only vs Imagery

Question 7

CRO - Search Ads:

Name the four missing test criteria for search ads.

Answer 7

CRO - Search Ads:

Question 8

CRO

What is the term used for testing the effectiveness and response for the following images?

Answer 8

CRO

Organic Social Media testing

Question 9

CRO - Landing Pages

Fill in the blanks on items that can be tested an optimized on landing pages.

Answer 9

CRO - Landing Pages

Question 10

CRO - E-Commerce

Fill in the blanks for items to test when conducting CRO E-Commerce results

Answer 10

CRO - E-Commerce

Question 11

Conversion Optimization and Data Analytics: Testing Methodologies

What Type of Testing methodology is depicted below for testing conversion rates?

Answer 11

Conversion Optimization and Data Analytics: Testing Methodologies.

A/B Testing or “Split Testing”.

Question 12

Conversion Optimization and Data Analytics: Testing Methodologies

In a _________ test a number of elements are tested simultaneously to determine which combination provides the best results

Answer 12

Conversion Optimization and Data Analytics: Testing Methodologies

In a Multivariate test a number of elements are tested simultaneously to determine which combination provides the best results

Question 13

Name the 6 CRO Process Steps for a company website.

Answer 13

Name the 6 CRO Process Steps for a company website.

1. Gather the Data
2. Analyze the Data
3. Correct flaws within the website
4. Design tests
5. Implement changes
6. Assess & Repeat

Question 14

CRO tools/technologies.

Name Google’s CRO Tool.

Answer 14

CRO tools/technologies.

Name Google’s CRO Tool.

• Google Optimize

Question 15

CRO Tools

Name two enterprise class CRO Tools.

Answer 15

CRO Tools

• Optimizely
• VWO

Question 16

Digital and Website Analytics

Read the paragraph(s) below and select the appropriate Data Consideration

Once this data is available, the marketer can get consumed by it if there’s not a clear set of goals and objectives established for ______ ______. What I’m intending to emphasize here is the importance of knowing what it is that the marketer wants to affect.

Remember, data is only going to show a marketer what has happened. It might not be clear why certain things have happened

Answer 16

Digital and Website Analytics

Once this data is available, the marketer can get consumed by it if there’s not a clear set of goals and objectives established for decision** **making. What I’m intending to emphasize here is the importance of knowing what it is that the marketer wants to affect.

Remember, data is only going to show a marketer what has happened. It might not be clear why certain things have happened

Question 17

Digital and Website Analytics

Read the paragraph(s) below and select the appropriate Data Consideration

One approach to data involves assimilating the data such that the marketer can observe important patterns in consumer behaviors. This is commonly referred to as ____ _______. These patterns may indicate core interests and needs, as well as depict customer challenges and unmet needs. As you probably know from your other courses, there are business and data intelligence tools that can help identify these patterns.

Answer 17

Digital and Website Analytics

Read the paragraph(s) below and select the appropriate Data Consideration

One approach to data involves assimilating the data such that the marketer can observe important patterns in consumer behaviors. This is commonly referred to as data mining. These patterns may indicate core interests and needs, as well as depict customer challenges and unmet needs. As you probably know from your other courses, there are business and data intelligence tools that can help identify these patterns.

Question 18

Digital and Website Analytics

Read the paragraph(s) below and select the appropriate Data Consideration

An alternative or what I think of as a top-down approach to data analysis involves constructing decision trees and creating _________ about how marketing related actions will affect consumer behaviors. In this scenario, the marketer is implementing specific changes and testing them to determine whether or not they have the desired positive outcome.

Answer 18

Digital and Website Analytics

Read the paragraph(s) below and select the appropriate Data Consideration

An alternative or what I think of as a top-down approach to data analysis involves constructing decision trees and creating hypotheses about how marketing related actions will affect consumer behaviors. In this scenario, the marketer is implementing specific changes and testing them to determine whether or not they have the desired positive outcome.

Question 19

Digital and Website Analytics

Read the paragraph(s) below and select the appropriate Data Consideration

For the inquisitive and continuous process improvement minded marketer this is a never-ending process. Naturally, marketers want to keep a close eye on consumer behaviors such that both opportunities for improvement as well as problem areas can be addressed as quickly as possible. Therefore, regular __________ is essential.

Answer 19

Digital and Website Analytics

Read the paragraph(s) below and select the appropriate Data Consideration

For the inquisitive and continuous process improvement minded marketer this is a never-ending process. Naturally, marketers want to keep a close eye on consumer behaviors such that both opportunities for improvement as well as problem areas can be addressed as quickly as possible. Therefore, regular monitoring is essential.

Question 20

Digital and Website Analytics

Read the paragraph(s) below and select the appropriate Data Consideration

This was developed by Google to help marketers better track consumers at the individual level, knowing that they are likely to be using more than one device in their digital journey.

Answer 20

Digital and Website Analytics

Read the paragraph(s) below and select the appropriate Data Consideration

This was developed by Google to help marketers better track consumers at the individual level, knowing that they are likely to be using more than one device in their digital journey.

• Universal analytics

Question 21

Digital and Website Analytics

What are three important questions to ask when analyzing website data?

Answer 21

Digital and Website Analytics

What are three important questions to ask wen analyzing website data?

Question 22

Digital and Website Analytics

What metrics can help you with analyzing websites to determine what consumers have done within the website?

Answer 22

Digital and Website Analytics

What activities can help you with What have users/consumers done?

• Views
• Clicks
• User Paths
• Conversions
• Social Mention

Question 23

Digital and Website Analytics

A ________ ______\_ shows you where your users are dropping off along the conversion path. You can use it to figure out where the most opportunity is to make improvements.

Answer 23

Digital and Website Analytics

A funnel analysis shows you where your users are dropping off along the conversion path. You can use it to figure out where the most opportunity is to make improvements.

Question 24

Digital and Website Analytics

During Funnel Analysis you want to find out why consumers are falling out of the funnel. Using Auvanish Kaushnick’s three-pronged approach to we analytics provides a freamework for wholelistically assessing the effectiveness of a website.

Which area of the framework do the following activities fall under?

ClickStream

• Click Density Analysis
• Segmentation
• Key Metrics, Search
• Intent Inferences

Answer 24

Digital and Website Analytics

BEHAVIOR

Question 25

Digital and Website Analytics

During Funnel Analysis you want to find out why consumers are falling out of the funnel. Using Auvanish Kaushnick’s three-pronged approach to we analytics provides a freamework for wholelistically assessing the effectiveness of a website.

Which area of the framework do the following activities fall under?

Research

• Customer satisfaction
• A/B Testing
• Usability, FMH
• “Voice of customer”

Answer 25

Digital and Website Analytics

EXPERIENCE

Question 26

Digital and Website Analytics

During Funnel Analysis you want to find out why consumers are falling out of the funnel. Using Auvanish Kaushnick’s three-pronged approach to we analytics provides a freamework for wholelistically assessing the effectiveness of a website.

Which area of the framework do the following activities fall under?

Orders/Leads

• Revenue. How,Why
• Conversion Rates
• Problem Resolution
• Nuances of Outcomes

Answer 26

Digital and Website Analytics

OUTCOMES

Question 27

Digital and Website Analytics

The following are some of the more common areas that marketers assess. Choose the consideration based on the description.

Where are visitors coming from? In some instances, they may be coming through a direct link or a direct website address, so they’re typing in www.yourorganization’swebsite.com. They may be coming through paid search, through display ads, through social media links. They may be coming through third-party site links.

Answer 27

Digital and Website Analytics

Traffic Source

Question 28

Digital and Website Analytics

The following are some of the more common areas that marketers assess. Choose the consideration based on the description.

Demographics can also be gleaned and then be used to help tweak the types of content and copy on the site as well as helping to tailor the consumer’s experience. Fortunately, analytics packages do a fairly good job of providing these to help the marketer make better decisions.

Answer 28

Digital and Website Analytics

AUDIENCE CHARACTERISTICS

Question 29

Digital and Website Analytics

The following are some of the more common areas that marketers assess. Choose the consideration based on the description.

This is really where the buck stops. Fundamentally our website should be encouraging the consumer to convert.

Answer 29

Digital and Website Analytics

Conversion Analysis

Question 30

Digital and Website Analytics

These can be used to show information such as where consumers are spending time on a website, where they’re coming from geographically. Or for that matter, what their source is coming into the site across the web.

Answer 30

Digital and Website Analytics

Heat Map

Question 31

Digital and Website Analytics

We can use ____** **_____\_ to determine what types of organic searches are driving consumers to our site. As well as, if we have a search button on our site, what types of things are consumers searching for while on our site?

Answer 31

Digital and Website Analytics

We can use word** **clouds to determine what types of organic searches are driving consumers to our site. As well as, if we have a search button on our site, what types of things are consumers searching for while on our site?