D098 Digital Marketing - Set 2 - Part 1

Correct Answer: Open rate

Open rate measures how many recipients opened the email, which directly correlates with the effectiveness of the subject line. Click-through rate measures link clicks, conversion rate measures actions taken, and bounce rate tracks undelivered emails.

Correct Answer: Social-share rate

Social-share rate measures the number of times users share content on social media, which directly aligns with the company's goal. Click-through rate, email conversion rate, and bounce rate focus on different aspects of engagement.

Correct Answer: Abandon cart rate

Abandon cart rate tracks the percentage of users who add items to their cart but don’t complete the purchase. Conversion rate measures completed purchases, click-through rate tracks clicks on links, and exit rate measures how often users leave a page.

Correct Answer: To describe the content of the page for search engines and users

A meta description provides a summary of the page's content, helping search engines and users understand what the page is about. It does not affect page speed, internal linking, or user tracking directly.

Correct Answer: Retargeting

Retargeting shows ads to users who previously visited a site but didn’t complete a purchase, encouraging them to return and convert. Paid inclusion, geofencing, and inbound marketing are different tactics focused on other objectives.

Correct Answer: Sending a series of emails triggered by user actions

Drip campaigns are automated sequences of emails sent based on user actions or time intervals. Content creation and discounts align with different marketing strategies, and geographic targeting refers to geofencing.

Correct Answer: Session cookies are temporary and deleted when the browser is closed

Session cookies are deleted when the browser is closed, whereas persistent cookies remain on the user’s device until they expire or are deleted manually. Both can track user behavior, but session cookies do so only for a single session.

Correct Answer: Conversion rate

Conversion rate measures the percentage of recipients who take a desired action, such as making a purchase. Open rate and click-through rate focus on different stages of engagement, while bounce rate tracks undelivered emails.

Correct Answer: To target users based on their geographic location

Geofencing uses GPS coordinates to target users within a specific geographic area. It’s not focused on email engagement, search rankings, or website behavior tracking.

Correct Answer: The cost when a user completes a desired action, like making a purchase

Cost per acquisition measures the cost of acquiring a customer who completes a desired action, such as a purchase. CPM tracks impressions, CPC tracks clicks, and CPV measures video views.

Correct Answer: To compare two versions of the same content with one varying element

A/B testing compares two versions of an email (with one element changed) to determine which performs better. The other options refer to different aspects of email performance but are not the focus of A/B testing.

Correct Answer: To encourage users to complete a specific action

A landing page is designed to encourage users to take a specific action, such as signing up for a service or making a purchase. It doesn’t directly impact site speed or organic search rankings.

Correct Answer: It allows content to adapt to different screen sizes

A flexible grid helps ensure that content adapts smoothly to various screen sizes, improving the user experience. It doesn’t directly affect speed, interaction tracking, or security.

Correct Answer: Complicated checkout process

A high exit rate from the checkout page often indicates friction in the checkout process, causing users to abandon their purchase. Keyword optimization and email response times do not directly impact checkout abandonment.

Correct Answer: The rate at which users share content

Amplification rate measures how often users share content, extending its reach. Likes, comments, and views are measured by different metrics.

Correct Answer: The percentage of visitors who leave the site after viewing only one page

Bounce rate refers to visitors who leave the site after viewing a single page. It doesn’t measure return visits, total visits, or pageviews per session.

Correct Answer: Add captions and calls-to-action in the video

Adding captions and calls-to-action encourages viewers to engage with the video, increasing its engagement rate. Increasing video length or disabling comments would likely decrease engagement.

Correct Answer: The average duration a user stays on the site during a session

Average time on site refers to how long users spend on the website during a session, not the number of pages viewed or clicks made.

Correct Answer: To build relationships with leads over time through regular communication

A nurture program focuses on building relationships with leads over time by providing relevant content. It’s not about cleaning up lists or offering immediate conversions.

Correct Answer: Delivery rate

Delivery rate measures the percentage of emails successfully delivered to recipients, which is essential for maximizing reach. Open rate, click-through rate, and conversion rate track different engagement metrics.