SEO & Website
A company wants more online subscription sales. What should its website’s primary conversion be?
Subscription sign-ups
An email has strong open rates but weak click rates. What does that usually suggest?
The subject line worked, but the email content or CTA was weak
What does CTR stand for?
Click-through rate
What is the best way to respond to a negative online review?
Reply briefly and professionally; offline
A company gets strong awareness and site traffic, but very low purchases. Name two possible funnel breakdown points that could explain this.
Poor landing page relevance, weak offer, confusing CTA, checkout friction, mismatched traffic quality, lack of trust signals
A website gets 2,400 visits to its subscription page and 72 subscription sign-ups. Calculate the conversion rate.
3%
An email got 40% opens but only 1% clicks. What does that likely suggest?
The subject line worked, but the email content, offer, or CTA was weak
What formula do you use to calculate CPA (cost per acquisition)?
Spend divided by conversions/orders
Name one reason a long mobile form hurts performance.
It increases friction, slows completion, raises abandonment, is harder on small screens
A business tracks impressions, likes, pageviews, and qualified leads. Which of these is the strongest KPI for a lead-gen objective, and why?
Qualified leads, because it is closest to the business objective and reflects meaningful progress toward revenue
A website gets a lot of traffic, but very few visitors take action. What is the most likely issue?
Weak conversion path / unclear CTA / poor landing page experience
For a campaign focused on sales, provide an example of a vanity metric by itself?
Likes/views/impressions
A hiking brand is paying for search traffic, but many visitors are searching things like “free maps” and “boot repair.” What is the best paid search fix?
Add negative keywords
A dental office gets 20,000 monthly mobile visits. Its current appointment conversion rate is 1%. If improvements raise it to 1.5%, how many additional appointments does that create?
100 additional appointments
A business wants more online sales and is tracking these four numbers:
Reach
Engagement rate
Product page views
Completed purchases
Which one is the strongest KPI, and which one is the weakest KPI, for that goal?
Strongest KPI: completed purchases
Weakest KPI: reach
A business has six different goals on its homepage and no clear next step for visitors. What is the main strategic website problem?
Lack of focus / unclear primary objective
What channel is especially strong for nurturing existing interest and re-engaging past customers?
For a lead-generation campaign, what would be the strongest KPI to track?
Qualified leads/Leads
What is the most important rule for SMS marketing?
Get clear opt-in permission
A business has three issues: declining conversion rate, weak email list growth, and poor organic rankings. What should determine which problem gets priority first?
Which problem is most directly limiting the main business objective?
A company’s product page ranks for branded keywords but not non-branded keywords. What does that suggest?
The brand has recognition, but the page is not well optimized or useful enough for broader search intent
A consumer has visited a product page twice from non-branded search, spent over two minutes on site, but has not added the item to cart. What type of content asset would be most appropriate to move this user forward, and why?
A comparison guide, buying guide, FAQ, testimonial, or product explainer that reduces uncertainty and helps evaluation. This user is in the consideration stage and needs more decision-making information before converting.
Campaign A: $2,400 spend, 120 purchases, 40 new customers
Campaign B: $3,000 spend, 135 purchases, 75 new customers
If the goal is new customer acquisition, which campaign is better, and why?
Campaign B, because it generated far more new customers, even though it cost more.
A business has 80% mobile traffic, a much lower mobile conversion rate than desktop, and repeated negative reviews about booking difficulty. What should be fixed first?
The mobile booking experience, because it is hurting both conversion and customer satisfaction.
A company’s monthly performance looks like this:
50,000 impressions
4,000 site visits
320 add-to-carts
64 purchases
Where is the largest percentage drop-off after the visit, and what does that suggest?
From site visits to add-to-carts.
320 / 4,000 = 8% add-to-cart rate, while 64 / 320 = 20% cart-to-purchase rate.
This suggests the bigger issue is likely product page strength, offer quality, trust, or early conversion friction rather than checkout alone.