Exam #1 Flashcards
What is a cookie?
A unique identifier placed on a web browser by a website in order to retain/collect information used to tailor the website experience to each user.
What are the 7 primary objectives of a website?
- Earn money through online sales.
- Earn money through advertising
- Earn money through commissions
- Earn money through subscriptions
- Provide information to generate/support offline sales
- Support a cause
- Provide customer support
How do you measure the success of a website?
- Generate traffic
- Driving conversions
- Generating Revenue
What is Direct Traffic?
Visits that results from typing the URL directly into the browser.
What is Paid Referral Traffic
It comes from ads that a website has paid to display on other websites.
Banner ads, Text ads, Video ads, and Affiliates
What is Unpaid Referral Traffic?
It comes from links on other websites that are not paid for.
For Example: Email is generally most cost-effective online marketing
channel (i.e. highest ROI).
Social media activity targets established customers/fans.
Backlinks: requires interesting content
What is Paid Search Traffic?
Paid: comes from ads on the search engine results page
(SERP)
Paid search allows a company to target driven customers.
Expense of paid search varies by keyword.
What is Unpaid Search Traffic?
Comes from organic search results on the SERP.
Unpaid search traffic comes by being well-ranked on commonly
searched term.
Alternatively, unpaid search traffic comes with good rankings on
a lot of less popular search terms.
What are the primary conversions for the main 7 different types of websites?
1.Retail: purchase
- Lead Generation: lead (Phone call or form submission)
- Search engine: booking. (e.g. hotel reservation)
- Media (example Netflix): Engagement
- Social Media: Create an Account.
- Affiliate marketing: click affiliate link.
- Marketplace: Posting item for sale.
What are the 5 Web Design Frameworks?
- Design for Usability
- Conversion-Centered Design
- Three Questions
- Segments
- Mobile first
Design Frameworks: Design for Usability?
- Follow website conventions.
- Create effective visual hierarchies.
- Break pages up into clearly defined areas.
- Make it obvious what’s clickable.
- Eliminate distractions.
- Format content to support scanning.
Design Frameworks: Conversion-Centered Design?
Typically used for landing page design, but is also useful for website design.
- Call to action (CTA): attention to a single CTA.
- Context: does the content match expectations?
Note: context is more important for a landing page (vs. homepage). - Clarity: is the content clear from a quick scan?
- Congruence: do all words encourage conversion?
- Credibility
- Closing: encourages conversion by using positive words.
- Continuance: does the customer know they have
successfully completed the conversion?
Design Frameworks: Three Questions?
According to this framework, a website can maximize conversions by having clear answers to the following questions above the fold:
- What are you offering?
- Why should I pick you?
- What do you want me to do next?
Design Frameworks: Segments?
Conversion, or the next step in the conversion process, should appeal to a variety of customers.
- Segmentation can have many dimensions
– Search versus category navigation
– Browse versus directed shopping
– Product category shopping
– New versus returning customer
– Preference for online versus in-store shopping
Design Frameworks: Mobile First?
Design for smaller screens first.
Add features and content for larger screens (“Progressive enhancement”).
Responsive web design (RWD) is a method of coding that detects the visitor’s screen size and automatically resizes and rearranges the website elements accordingly.
What is Conversion rate optimization?
Achieving the highest rate of conversions require conversion rate optimization through continual A/B testing (aka split testing).
What is A/B Testing (Split Testing)?
Two or more variants of a page are shown to users at random & statistical analysis is used to determine which variation performs better for a given conversion tool
What are trust symbols?
Visual signals to visitors that URL site is trust worthy.
Examples:
Accessible return policy and guarantees.
Brand Recognition, Positive Publicity
Video Demonstrations and Testimonials
Social Media Presence
On what 3 dimensions should a landing page match an ad?
Although general web design principles apply to landing pages, a landing page should match the ad on 3 dimensions:
- The product (or service)
- The message
- The visual components
What is a Landing page?
The first webpage that a visitor to a site sees.
Example: home page, a page created for a campaign.
What are the 5 Landing Page Types?
- Single-Product Landing Page
- Multiple Product/Category Landing pages
- Lead Generation Landing Pages
- Subscription Landing Pages
- Long Copy Landing Pages
Single-Product Landing Page?
Product image
Unique value proposition
Call to action
How to proceed
Familiar color scheme and logo
Multi-Product Landing Pages?
Used when the ad includes a product category, instead of one product (e.g., running shoes…).
Follow the same rules as single-product landing pages, but should include multiple products.
Should include product search.
Should display multiple product above the fold.
Order of products should be prioritized (best sellers, high margin products…)
Lead-Generation Landing Pages?
Phone number in the upper fold
Call to action
Contact form
A/B tests should be regularly performed to test buttons, images, form placement, phone number placement etc.