exam Flashcards
What are the factors influencing which kind of decision takes effect?
.5 points each * 6 = 3 points
• Product Type
• Purchase frequency of this product
• Risks / Consequences related to the purchase
• Personal characteristics of the visitor (such as socio-demographic background, attitudes and
behaviour patterns)
• Situational influences (e.g. usage environment, urgency of procurement or current mood).
Therefore, a web offer should support all decision
How can you motivate customers to recommend your website or your products after having converted?
- Comfortable evaluation / recommendation functions
- Reminder Email
- Discounts (bonuses, discounts, etc.)
- Evaluator profiles with advancement opportunities
Which activities in online marketing campaigns are more effective / efficient, SEO or SEM? (1 point)
• Both activities necessary, SEM has a larger reach, but SEO has a much better cost/revenue- ratio
Which information do you need in order to calculate the maximum bid (maximum cost-per-click) for a Google AdWords campaign?
- Average worth of a shopping cart: e.g. 150 Euro
- Average costs for procurement and fulfilment: e.g. 120 Euro
- Average conversion ratio: e.g. 3%
Which activities should have a high priority in online marketing campaigns?
Improving the quality of a website and especially the conversion ratio.
The human information processing during a visit to a website takes place mainly in the steps of:
activation, perception, processing, storage and retrieval of the information
activation Type of (buying) decision
impulsive
Short description: stimulus-driven decision without rational consideration
In Website: Strong emotional or cognitive Stimuli, e.g. in the form of images
and video sequences.
Perception
limited
Short description: simplified decision process dominated by key attributes
In Website: Highlighting of important product characteristics, evaluation averages, recommendation rates or quality seals
(representing of a whole property bundle in a single value).
Processing
habitual
Short Description: selection of an alternative out of an Evoked Set
In Website: to facilitate such decisions, the website can create a (behavioural) profile of the customer in order to recognize preferences and, for example, to highlight the products of preferred brands.
Storage and retrieval
extensive
Careful decision process considering many attributes and alternatives
In website: providing the visitor with configurable matrices, in which
he can easily compile relevant features and alternatives.
Important aspects of web design are Information Design, Screen Design, and Dialogue Design. Information design is the practice of presenting information in a way that fosters effective and efficient understanding of it.
What are the Information types?
Important information and details
Event messages, especially warnings
Status information
Process steps
Proportions
Important information and details
Require time discrete media as texts or images allowing the user to adapt the speed of the information flow to his perception abilities.
Event messages, especially warnings
should be represented not only visually (icon and text) but acoustically
(sounds/ speech) as well.
Status information
can be expressed by icons and digits, usually positioned at the bottom/ right
Process steps
steps can best be illustrated by image sequence with subtitles or animations.
Proportions
can be illustrated by non-realistic images as diagrams or sketches.
Shape
Round closed forms weigh heavier than square or open forms.
Size
Larger objects have more weight than smaller ones. Decisive is the image size, not the real size.
Orientation
Vertical alignments have higher weight than horizontal orientations.
Color
Dark surface elements have more weight than bight ones, warm colors (such as red, orange and yellow) weigh more than cold colors (such as blue or turquoise) and intense colors are heavier than delicate or pale
Position
The weight increases with the distance to the center of the format and the objects on the right appear heavy as identical objects placed at the same distance to the left of the center.
Position
The weight increases with the distance to the center of the format and the objects on the right appear heavy as identical objects placed at the same distance to the left of the center.
