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DMI PRO AMA - Certified Digital Marketing Professional > DM Notes Module 8 - Website Optimization > Flashcards

DM Notes Module 8 - Website Optimization Flashcards

1
Q

What is the purpose of Page Titles on a webpage?

A

Page Titles help with SEO by including keywords and the brand name.

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2
Q

What are Page Headers used for on a webpage?

A

Page Headers help readers and search engines understand different sections of the page.

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3
Q

What is Body Copy or Text on a webpage?

A

Body Copy/Text refers to the written content on a webpage that provides details about a product or service.

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4
Q

What is a Call-to-Action (CTA) on a website?

A

A Call-to-Action is a button that guides visitors to take specific actions on a website, such as ‘Contact Us’ or ‘Buy Now’.

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5
Q

What is a Hero Image on a webpage?

A

A Hero Image is a large visually engaging image placed at the top of a webpage to attract and guide visitors towards CTAs.

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6
Q

What are Video, Audio, and Images used for on a webpage?

A

Video, Audio, and Images are graphical elements placed on a webpage to make it more engaging and appealing to visitors.

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7
Q

What is the purpose of Web Forms on a website?

A

Web Forms allow visitors to provide their contact details in order to access content, sign up for newsletters/webinars, or get in touch.

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8
Q

What is the role of the Homepage on a website?

A

The Homepage is the start page of a website and should entice users to click through to other pages by featuring promotions, exciting news, or high-impact content.

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9
Q

What information should be included on an About Page?

A

An About Page should tell visitors about the company’s history, brand values, and build a relationship with potential customers who share the same vision and values.

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10
Q

What is the purpose of a Contact Page on a website?

A

A Contact Page allows visitors to get in touch with the company by email, phone, or through a map location. It should be simple and straightforward, displaying necessary information like phone numbers and using CAPTCHA to reduce spam.

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11
Q

What is the function of Product Category Pages on a website?

A

Product Category Pages display collections or groupings of products/services offered. They can use a grid layout for easy understanding and should have a maximum of 4 items per row on desktop and 2 items per row on mobile.

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12
Q

What information should be included on Product Pages?

A

Product Pages provide specific details about individual products/services, including prices, delivery charges, and clear Call-To-Action buttons like ‘Add to Cart’ or ‘Enquire Now’.

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13
Q

What is the purpose of a Shopping Cart on a website?

A

A Shopping Cart allows users to add items they are considering buying. It shows a list of all items with quantities, total cost, and any delivery charges.

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14
Q

What happens during the Checkout stage on a website?

A

During Checkout, users enter their name, address, and payment details to complete a purchase. Only necessary information should be requested, and the checkout should be optimized for mobile and easy to read on smaller screens.

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15
Q

What is the role of a Payment Gateway on a website?

A

A Payment Gateway is a third-party integration that enables visitors to enter their credit card details and make payments for purchases, accommodating their preferred payment methods.

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16
Q

What are Lead Collection Pages and Web Forms used for?

A

Lead Collection Pages and Web Forms are used for lead generation. They provide an overview of a lead magnet, explaining why visitors should provide their contact details to access it.

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17
Q

What are the two basic website design approaches for mobile-first design?

A

Mobile-friendly and responsive website design.

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18
Q

What is a mobile-friendly website?

A

A different version of your website that is shown to mobile users and hosted on a subdomain of your site.

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19
Q

What is a responsive website design?

A

A design that adjusts automatically to fit the screen that the user is accessing the website from.

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20
Q

Why are most WordPress themes responsive?

A

Because they adjust automatically to fit the screen of the user.

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21
Q

What is the advantage of responsive design?

A

It’s easier to maintain and serves multiple devices.

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22
Q

Why is it important to think about mobile usability of websites?

A

Because most websites are now moving towards responsive design and mobile usage is increasing.

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23
Q

How can SEO and website optimization work together for a mobile-first experience?

A

Through the use of responsive design, CTAs, and content.

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24
Q

What can web developers do to ensure CTAs are focused on mobile and desktop users differently?

A

They can help in creating CTAs specifically tailored for mobile and desktop users.

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25
Q

How can website optimization and SEO work together in terms of content?

A

By ensuring that the important content for mobile users is easily accessible at the top of the website.

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26
Q

What role does site structure and navigation play in website optimization?

A

It can help increase clicks, traffic to subpages, time spent on the site, and user interaction.

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27
Q

What are some benefits of good site navigation?

A

Increased time spent on the site, decreased bounce rate, and easier crawling for search engines.

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28
Q

What is the advantage of having a responsive or mobile-friendly website in search results?

A

It is given preference over websites that are not responsive or mobile-friendly.

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29
Q

What are some recommended metrics to track for a website?

A

Users, Pages per Session, Average Time on Site, Bounce Rate, Visitor Behaviour, Goals Completed, Conversion Rate, Transactions and Revenue, Cart Abandonment Rate.

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30
Q

How can you evaluate the effectiveness of a website?

A

By tracking various metrics, such as user behavior, conversions, and site performance.

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31
Q

What can be considered as a conversion on a website?

A

It can vary based on specific goals, such as sales, leads, or newsletter sign-ups.

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32
Q

What does the metric ‘Bounce Rate’ indicate?

A

The percentage of visitors who leave after only looking at one page.

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33
Q

What does the metric ‘Cart Abandonment Rate’ measure?

A

The percentage of people who start the checkout process but don’t complete it.

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34
Q

What does ‘agile thinking’ refer to?

A

Agile thinking refers to responding to change over following a plan.

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35
Q

Why should we be agile in a project?

A

Being agile enables organizations to respond effectively to unexpected events.

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36
Q

What are the principles of agile thinking?

A

The Agile Alliance developed a manifesto outlining twelve principles for applying agile thinking.

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37
Q

Which principle suggests breaking big work into smaller tasks?

A

Principle 1: Break big work down into smaller tasks that can be completed quickly.

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38
Q

What is the benefit of breaking big work into smaller tasks?

A

Breaking big work into smaller tasks keeps the team motivated and provides a sense of achievement.

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39
Q

What is the advantage of self-organized teams?

A

Self-organized teams allow individuals to deploy their skills best and increase motivation.

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40
Q

How can a project team stay in touch with the moving parts of a project?

A

Assembling the project team and business owners on a daily basis through quick update meetings.

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41
Q

What is the purpose of having daily ‘stand-ups’ or ‘huddles’?

A

Daily ‘stand-ups’ or ‘huddles’ allow team members to stay in touch, prevent issues from festering, and create focus for the day.

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42
Q

Why is it important for a team to reflect at regular intervals?

A

Reflecting at regular intervals helps the team become more effective and enables continuous improvement.

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43
Q

What is the key tactic of agile thinking in project management?

A

Changing course as you progress through a project to respond to factors that may affect its success.

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44
Q

What does agile thinking allow teams to do if something isn’t working?

A

Agile thinking enables teams to quickly come up with a better approach if something isn’t working.

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45
Q

How can you evaluate whether a website is hitting its metric goals?

A

By using website analytics tools to analyze metrics like ecommerce transactions, lead generation, and content engagement.

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46
Q

What is one method to gather feedback on website usability?

A

Asking a colleague or friend to complete a task on the site and provide honest feedback on their experience.

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47
Q

Why is it important to test a website on different devices?

A

To ensure that the website is viewable and accessible across various devices.

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48
Q

What are some essential checks to perform on a website?

A

Checking if all the core pages and essential information are included on the site.

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49
Q

What are the steps to sign up for Hotjar?

A

Link it to your website, copy the tracking code, add it to your website, verify the installation by entering the URL.

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50
Q

What can you track using Hotjar Heatmaps?

A

Click areas, device activity, scrolling, areas viewed or missed, and general engagement with the page.

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51
Q

What are some resources commonly used to monitor and report a website’s performance?

A

Google Analytics, Google Search Console, Adobe Analytics, Hotjar, and Heatmaps.

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52
Q

What does A/B testing involve?

A

Comparing different elements of a website to test ways to improve clicks, conversions, and engagement.

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53
Q

What are some examples of elements that can be A/B tested on a website?

A

CTAs, headlines, graphic elements, images, banners, wording/content on landing pages, and types of promotions or offers.

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54
Q

What are the best practices for A/B testing?

A

Pick one element to test, choose a success metric, set a time limit, set up original and test pages, split sample groups, determine sample size.

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55
Q

Which tools can be used for A/B testing?

A

Google Optimize, AB Tasty, Optimizely, HubSpot, Crazy Egg, and VWO.

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56
Q

How can you set up A/B testing using Google Optimize?

A

Sign up, link it to your website, add the Optimize snippet to your website, link Google Analytics, add the Chrome extension, create and review tests.

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57
Q

What does a website require to effectively manage its content?

A

A tool to manage the collection of content, such as a content management system (CMS).

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58
Q

What is the pass mark for the practice exam?

A

The pass mark for the practice exam is 60%.

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59
Q

Is there any moderation or appeal available for the practice exam?

A

No, there is no moderation or appeal available for the practice exam.

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60
Q

What is the purpose of the practice exam?

A

The purpose of the practice exam is to solely act as an exam preparation tool.

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61
Q

Can the practice exam be paused, revisited, and retaken?

A

Yes, the practice exam can be paused, revisited, and retaken at any point.

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62
Q

After completing the practice exam, can you view the results in detail?

A

Yes, after completing the practice exam, you can view the results in detail.

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63
Q

Can the practice exam contribute to your overall certification exam result?

A

No, the practice exam score does not contribute to your overall certification exam result.

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64
Q

What does the practice exam score help you assess?

A

The practice exam score helps you assess your readiness for the certification examination.

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65
Q

How can you access the Practice Exam?

A

You can access the Practice Exam at any time through the Practice Tests link on MyDMI.

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66
Q

What does the Save & Exit option allow you to do in the practice exam?

A

The Save & Exit option allows you to pause and exit the practice exam tool as well as to return later and continue from where you left off.

67
Q

What year is the copyright for the Website Optimization content?

A

The copyright for the Website Optimization content is 2021.

68
Q

What can numerous positive reviews about your company do?

A

Assure new customers that you are the right choice for them.

69
Q

What is the first step to set up a listing on Bing?

A

Go to bingplaces.com and click on New User under Get Started.

70
Q

How can you claim your listing or add a new one on Bing?

A

If your business is already listed, you can claim your listing or add a new one.

71
Q

What is the purpose of verifying your Bing listing?

A

To confirm your listing, you need to receive a PIN from Bing at your company address, phone, or email.

72
Q

What are the steps to set up a listing on Apple Maps?

A

Go to mapsconnect.apple.com, sign in with your Apple ID, click on Add My Business, fill in your information, and verify it.

73
Q

How can you verify your information on Apple Maps?

A

You need to receive a code by phone and type it into the Apple site to verify your information.

74
Q

What can you do once you have been approved on Apple Maps?

A

You can review and confirm your listing.

75
Q

What are some ways to enhance your digital presence?

A

Setting up a website, map listings, and social media can enhance your digital presence.

76
Q

What is the first step to set up on Google Maps?

A

Start by setting up a free Google Business Profile account.

77
Q

Where can you find Google Business Profile?

A

Search for Google Business Profile on Google.

78
Q

What can you do with Google Business Profile?

A

You can add posts and information about your business, enable reviews, monitor insights, and engage with your audience using Google Maps.

79
Q

What is a common type of website that allows companies to sell products online?

A

eCommerce site

80
Q

What is a common type of website that allows companies to collect contact details from potential customers?

A

Lead Generation site

81
Q

What is a common type of website that allows companies to showcase their products and services?

A

Portfolio (or Brochure) site

82
Q

What are some common organizational goals for websites?

A

Increase total users, increase average time on site, and provide a better user experience.

83
Q

What is the purpose of supporting pages on a website?

A

Supporting pages help build brand experience and drive positive affinity from website visitors.

84
Q

How can a blog be used to benefit a brand?

A

A blog can provide useful information to customers, allowing them to understand the brand and make informed decisions about choosing it.

85
Q

What is the role of a news section on a website?

A

A news section keeps people updated with developments in the company, showcasing its dynamism.

86
Q

What purpose does an FAQ page serve on a website?

A

An FAQ page provides answers to commonly asked questions about the business, products, or services.

87
Q

Why are testimonials valuable pages on a website?

A

Testimonials allow visitors to read third-party reviews from customers, which can drive positive referrals.

88
Q

What information does a Cookie and Privacy Policy page provide?

A

A Cookie and Privacy Policy page informs visitors about how their data is handled by the website.

89
Q

What details are typically included in a Terms and Conditions page?

A

A Terms and Conditions page provides information about the sales contract, returns/refund policy, and compliance with consumer protection and data protection legislation.

90
Q

What is the purpose of Thank You/Purchase Confirmation Pages on a website?

A

Thank You/Purchase Confirmation Pages acknowledge successful form submissions or purchases and provide opportunities for further engagement.

91
Q

What does a 404 Error Page Not Found indicate on a website?

A

A 404 Error Page Not Found informs visitors that the page they are looking for cannot be found.

92
Q

What does Conversion Rate Optimization (CRO) measure on a website?

A

CRO measures a website’s ability to drive conversions, including leads, signups, and eCommerce sales.

93
Q

What are some CRO tactics for improving eCommerce site performance?

A

Some CRO tactics for eCommerce sites include sales promotions, merchandising, cart abandonment emails, coupons/discount codes, free shipping, product filters, trust signals, guest checkout, and progress bars in checkout.

94
Q

What are some CRO tactics for improving Lead Generation site performance?

A

Some CRO tactics for Lead Generation sites include offering different Lead Magnets for different Customer Personas, using simple forms, automated emails, and providing multiple web forms and conversion points throughout the website.

95
Q

What are some key components of effective website design?

A

The key components of effective website design are information architecture, design, content, and optimization.

96
Q

What does Information Architecture (IA) encompass in website design?

A

Information Architecture covers the page structure, navigation levels, user pathways, and page URLs of the site.

97
Q

What is the purpose of a content management system (CMS)?

A

A CMS is used for adding and updating images, text, and other content on a website.

98
Q

Name some commonly used Content Management Systems.

A

WordPress, Shopify, Wix, Joomla, Squarespace, Drupal, ExpressionEngine, and Magento.

99
Q

What are the typical steps for building a website?

A

Choose a hosting provider, CMS, and domain name; install CMS, website theme plugins/features; build or install design/theme; add website tracking and analytics; add pages, content, and SEO meta data; test; launch; monitor for bugs.

100
Q

How can you track your website to measure success?

A

You can hard-code tracking tags into website HTML or use Tag Management software.

101
Q

What are the steps to start building a website using WordPress?

A

Select a domain provider, set up a WordPress account, log in to WordPress, customize website appearance, select a theme and template, install the template, fill in website details, add required plugins, add or amend website pages, and publish the pages.

102
Q

How do you set up a Google Tag Manager account and create a tag?

A

Enter your details, accept the data processing agreement, install the tag on your website, or use the Google Tag Manager plugin for WordPress to add the tracking code.

103
Q

How can you add a Facebook pixel to your website using Google Tag Manager?

A

Create a new variable in Tag Configuration, select Custom HTML, add the Facebook Pixel from Facebook Business Manager, and choose when and on which pages to fire the tag.

104
Q

What is agile thinking and where did it originate?

A

Agile thinking is based on the agile methodology, which originated with software developers forming the Agile Alliance in Utah.

105
Q

What is the concept of a ‘minimum viable product’?

A

The concept is that an idea is stripped down repeatedly and ruthlessly until only its essence remains.

106
Q

How is the concept of ‘minimum viable product’ applied in software development?

A

Almost every tech product starts as an MVP, where functionality is reduced until it cannot be further removed without fundamentally changing the idea or removing its core value to the user.

107
Q

How can the concept of ‘minimum viable product’ be applied in marketing?

A

In marketing, the concept can be used to test the public’s appetite for an idea or theme before investing heavily, by focusing on essential parts and using low-cost content formats.

108
Q

What can agile marketers do to test the public’s interest in an idea before investing heavily?

A

They can strip back the idea to its essential parts and use low-cost content formats, such as curious factoids on Twitter, short animated pieces on Instagram, or a Facebook Live stream.

109
Q

What types of content formats can agile marketers use to test the public’s interest in an idea?

A

They can use low-cost formats like curious factoids on Twitter, short animated pieces on Instagram, or a Facebook Live stream.

110
Q

How can agile marketers gather data to inform further investment in an idea?

A

They can promote the MVP content pieces to specific niche audiences and gather data on the audience’s response.

111
Q

What is the benefit of using the concept of ‘minimum viable product’ in marketing?

A

It allows marketers to test the public’s interest in an idea before investing heavily, saving time, expense, and effort.

112
Q

What is the principle of harnessing change for a competitive advantage in marketing?

A

The principle is that agile approach to delivering projects can be a competitive advantage.

113
Q

How can responding to change quickly be advantageous in the market?

A

It allows better positioning in the market and leads to more relevant and effective marketing.

114
Q

Why is change and uncertainty feared by most humans?

A

They perceive it as a risk to safety and it triggers the ‘fight or flight’ response.

115
Q

What did Eddie Obeng highlight in his famous TED talk?

A

He highlighted that everything in business today is new and experts can’t reliably predict anything.

116
Q

Why do we need to embrace constant change in the world of digital marketing?

A

Because the digital landscape is constantly changing.

117
Q

What is the attitude towards failure in Silicon Valley?

A

They embrace failure and have the mindset of ‘fail fast, fail often’.

118
Q

What does the willingness to ‘try something new’ require in today’s digital landscape?

A

It requires courage to acknowledge uncertainty and make mistakes.

119
Q

Why is standing in front of a team and admitting failure difficult?

A

Failure is hard to acknowledge and it is not easy to admit it to oneself or others.

120
Q

Why is digital marketing more susceptible to uncertainty compared to traditional advertising?

A

Digital technology is constantly changing, which introduces countless factors to consider.

121
Q

What opportunity does the Agile Alliance stress in relation to change?

A

They stress that change can be a potential opportunity for success in marketing.

122
Q

What is the approach often called in software companies?

A

Fail fast, fail often

123
Q

What is the approach referred to as in digital marketing?

A

Test and learn

124
Q

What can be deployed in social media advertising to create different creatives?

A

Hundreds and even thousands of variants

125
Q

What is the key phrase when being agile in responding to new data?

A

On the fly

126
Q

What do effective marketing campaigns rely on?

A

Real-time data

127
Q

What can marketers interpret quickly with effective dashboards?

A

Data

128
Q

How does the ‘test and learn’ approach benefit marketers?

A

Higher return on investment

129
Q

What does failure become with the ‘test and learn’ approach?

A

A learning experience

130
Q

What does agile thinking result in for marketing?

A

More customer-centric marketing

131
Q

What does content marketing involve?

A

Developing different content that appeals to different customers

132
Q

What was the original idea behind the agile framework?

A

Creating a more customer-centric process for delivering software products

133
Q

What did the customer practically become with the agile framework?

A

Part of the development team

134
Q

What is one key advantage of agile thinking?

A

It brings potential problems to the surface quickly.

135
Q

How does agile thinking increase efficiency?

A

By eliminating unnecessary steps and red tape, teams can work faster.

136
Q

What is one benefit for the business when teams are more efficient?

A

The organization is able to deliver more projects and bring in customers.

137
Q

How does agile thinking lead to increased innovation?

A

It enables marketing teams to discover insights more quickly through rapid testing and ongoing customer feedback.

138
Q

What advantage does agile thinking offer in terms of return on investment?

A

It allows for more measurable return on investment at less cost.

139
Q

How does agile thinking drive growth?

A

It helps teams maintain efficiency as they expand over time and tackle bigger projects.

140
Q

What does agile thinking focus on?

A

Delivering what customers and audiences actually want without unnecessary documentation and meetings.

141
Q

What is the purpose of the DMI PRO practice exam?

A

To help students prepare for the DMI PRO certification exam.

142
Q

What is the recommended approach before sitting for the certification exam?

A

To achieve a pass score in the practice exam.

143
Q

What is the time limit for completing the DMI PRO practice exam?

A

1.5 hours (90 minutes).

144
Q

What is the emotional reaction a person has to using a website?

A

The emotional reaction a person has to using a website is the user experience.

145
Q

What is the goal of eCommerce websites?

A

The goal of eCommerce websites is to increase revenue, drive more transactions, improve eCommerce conversion rate, and increase average order value.

146
Q

What is the goal of Lead Generation sites?

A

The goal of Lead Generation sites is to increase the number of leads, increase qualified leads, drive higher lead conversion rate, improve lead close rate, and increase lead quality.

147
Q

How does website optimization affect the buyer’s journey?

A

Website optimization affects the buyer’s journey in five key areas: Awareness, Interest, Consideration, Conversion, and Retention.

148
Q

What are some examples of friction points on a website?

A

Examples of friction points on a website include confusing navigation, slow checkout process, unclear benefits to converting, and slow website.

149
Q

What is the role of a marketer in website design?

A

The role of a marketer in website design includes writing and editing content, collaborating on design, setting up analytics and tracking, optimizing websites with SEO, and analyzing and reporting on user engagement.

150
Q

What are some webpage elements that can be optimized to guide visitors to take action?

A

Webpage elements that can be optimized to guide visitors to take action include navigation.

151
Q

What are some tasks that a web designer should do in the initial phase of a website project?

A

Create a wireframe and design a mockup of the website.

152
Q

What is a wireframe?

A

A prototype of the website that shows the structure and layout without graphical elements.

153
Q

What should you do once the design has been uploaded to your website?

A

Add content to the website.

154
Q

What are some steps involved in website optimization?

A

Including SEO keywords, reporting on visitor engagement, identifying friction points, and using data to drive decisions.

155
Q

What are some key aspects of web design?

A

Simplicity, easy navigation, consistent information, device-friendliness, and cohesive design.

156
Q

How is user experience (UX) defined?

A

It is defined as a person’s perceptions and responses resulting from the use of a product or system.

157
Q

What is included in the user experience (UX) of a website?

A

Everything from clicking on a site to filling out a form.

158
Q

What is the main difference between UI and UX?

A

UI is the platform for user actions while UX is the user experience.

159
Q

What are the five key principles associated with UX and UI?

A

Accessibility, Clarity, Learnability, Credibility, and Relevancy.

160
Q

How does good website navigation benefit a website?

A

It helps get more clicks and traffic, increases time on site, and makes it easier for search engines to crawl.

161
Q

What are the benefits of having a responsive website across different devices?

A

Positive affinity towards your brand, higher preference in search results, better design, easier maintenance.

162
Q

How can A/B testing help in optimizing a website for different devices?

A

It helps determine the best placement for different types of information and CTAs to get more clicks.

163
Q

What is the significance of the mobile-first index introduced by Google?

A

Websites optimized for mobile-first are preferred in mobile search results.

DMI PRO AMA - Certified Digital Marketing Professional (12 decks)

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