Final Exam Flashcards
Landing Page Types
Single Product, Multiple Product, Subscription, Long Copy, Lead Generation
Trust Symbols
Good photography, visible return policy, instructional videos, phone number, customer reviews, etc.
What can you A/B test on a website?
Button color, button text, images, product descriptions, etc.
How do you A/B test?
Create 2 versions of a website or landing page. Use Google Analytics, Optimizely, Convert, Google Content Experiment.
Types of Analytics Goals
Destination goal, time on site, event goal, pages per visit
Know conversion funnel calculations
Average order value is Total Revenue/# of orders. Conversion rate is # of Orders/# of visits
Types of attribution
first-click, last-click, linear (equal to each ad clicked), time-decay (spread across ads, more attributed to most recently clicked)
What is indogoneity?
Does advertising increase sales? Or do you advertise because you expect sales to be higher?
Purchase Incidence vs. Purchase Amount
Incidence - whether or not someone bought
Amount - how much they spent
Email Types
Transactional - confirm order, ship order, etc.
Triggered - abandoned cart
Broadcast - newsletter
Onboarding - welcome letter
Single vs. Double Opt-In Emails
Single opt-in signs you up right away
Double opt-in sends you an email asking to confirm your subscription
Steps to Maintaining Email List
Remove hard bounces, soft bounces, non-openings, unsubscribes.
Provide unsubscribe button on all emails.
Use double opt-in.
Social Media Myths
Social media is free
Good social media must go viral
Social media will replace traditional media
Good social media must reach millions of people
Social media should function independently from other media types
A good social media campaign can fix most other problems
Social Media Content Types
Humor Deals/Discounts Contests/Drawings Useful ideas/practices Insider knowledge Product updates Training/education Community
Building a Social Media Following
Website links In person calls to action Contest/drawing Events Advertising
Virality
X = Pf * N * Pv
Pf is probably of forwarding video
N is # of people who see the forward
Pv is probability of any person who receives the forward will view it
What appears on the Facebook News Feed?
Posts from friends
Sponsored posts/ads
Friends activities
Posts from business pages you have “liked”
How does EdgeRank work?
Affinity Score - pages you like/comment on will show up
Edge Weight - pictures show up more than status updates
Time Decay - new stuff shows higher than old
Facebook Advertising
Wide variety of targeting options
Ads show up with a “friends endorsement” of which friends already like the page
Type of YouTube Ads
Display ads Overlay in-video ads TrueView in-stream ads Non-skippable in-stream ads Bumper ads Sponsored cards
Monitoring Tools
Google Alerts - monitor what is being said online
Monitor Search Engine Results for terms related to or directed around your brand
How to Manage Negative Content Online
Review sites Scam reporting sites Online forums Blogs Social media sites Press releases Informational sites
Active Reputation Management Tactics
Corporate blog Corporate website Corporate ads Social media profiles Directory listings Charity microsites Customer support site Product microsites Cause microsites
Mobile Constraints
Small screens
Difficult to type
Difficult to click
Slower load times
Alternative Mobile Conversion Results
In-store visit/purchase
App download
Phone call
Research online
How do you get rid of spam links?
Use Google’s disavow tool on Google Search Console to take out spam links that you don’t want
How do you do SEO testing?
Overstock took 50,000 of 100,000 bed sheet pages, changed, and tested the content to see if new or old ranked better over time
What is the Panda update and how did it hurt Overstock?
Google’s Panda update penalizes websites for duplicate content. Overstock was penalized for their duplicate content from product descriptions.
What are the 3 pillars according to Bruce Rowe?
Traffic
Conversion
Average Order Value
What are the different email metrics?
Open rate
Click rate
Conversion rate
How does Jeff Harmon optimize video ads?
Hook - intro
Thumbnail image
Title
According to Jeff Harmon, what are some video myths?
Virality is not everything, just part of the equation
Humor isn’t everything. Facts before humor.
Length - not long or short, just what it takes to get the message across and keep people interested
What is the Viral Grail of videos?
Put 1 bucket in, get 2 buckets out in return
