Earn money through online sales, advertising, commissions, subscriptions, provide info to support offline sales, support a cause, provide customer support
What are some potential website objectives?
Design for usability, conversion-centered design, three questions, segments, mobile first
What are design frameworks?
A quantifiable measure used to evaluate the success of a website, marketing campaign, etc. in meeting objectives for performance.
What is a key performance indicator or KPI?
The process of maximizing the number of visitors to a particular website by ensuring that the site appears high on the list of results returned by a search engine.
What is search engine optimization?
How is ad rank achieved?
When a website visitor completes a desired action on your website. This could be a sale, a lead form, event sign up, or a wide variety of other actions.
What is a conversion?
Attention, context, clarity, congruence, credibility, closing, continuance
What are the elements of conversion-centered design?
Sessions vs. users
Conversion rate
Average order value
Revenue per session
Close rate
Close deal value
Revenue per session
Average page depth
Average session duration
Sign-ups/new followers
Posts
Engagement
Number of searches
What are some KPIs you can measure through analytics?
Drawing prospects to site through search engines through paid or unpaid activities.
What is search engine marketing?
Reported on a 10-point scale (i.e., 1/10, 5/10,). Should be more than 8/10 for any keyword.
What is quality score?
HTML, Javascript, and CSS, for example.
What is client-side programming language?
Single-product, multi-product, lead generation, subscription, long copy, single purpose
What are types of landing pages?
Organic Search, Email Marketing, External Links, Affiliate Links
What are types of demand harvesting?
Number of backlinks, backlinks from related/relevant websites, anchor text, link neighborhood, link freshness, link diversity, and social sharing
What metrics comprise popularity for SEO?
Testing two different version of a marketing tactic, such as ad copy, to measure which small changes bring the best results.
What is A/B or split testing?
Direct, paid, unpaid, search
What are types of web traffic?
What are you offering?
Why should I pick you?
What do you want me to do next?
What are the three questions to ask in the three-question web design framework?
Paid Search Ads, Display Ads, Social Media Posts, Social Media Advertising
What are types of demand generation?
Providing valuable content on your website so that other websites will naturally reference/link to it without you ever having to ask.
What is Linkbait?
Keyword relevance
Enticing and unique value proposition (UVP)
Obvious call to action (CTA)
Ad extensions
What elements should go in Google ad copy?
Most important product information at top (“above the fold”)
Prominent “Add to Cart” button
Easy-to-navigate checkout procedure
User profile enables stored shipping and credit card information (and email messages)
Conversion is higher with fewer steps in the transaction process
What are methods to increase conversion?
This type of design framework:
What is a Conversion-Centered design framework?
What are goals you can set up for Analytics?
Total number of links, link sources, linked-to pages, and link timing
What information can you get from a link profile?
When someone originally finds a company through a generic search but returns by searching directly for that company.
What is Generic-to-Brand spillover?