Questions

The product managers and developers for GlobalMovers.com have spent considerable effort to improve the performance of the website. Now they are trying to determine the best way to measure the performance of the site. What is one factor they should consider in choosing performance metrics?

 

• Ratio of total visitors per day to total hits per day
• Using real-world results instead of lab-testing results
• Separating spider hits from cached and visitor hits
• Using cloud-based testing services to simulate the actual user experience

 

Explanation

The essential part of every optimization process is testing. Only by testing can you gather reliable data and make data-driven decisions.

Some best testing practices include

• integrating testing platforms with analytics tools
• trust data, not emotions
• run tests continuously
• use multiple tests
• use real-world results

 

Superior.com is the website for a regional HVAC service company. Online orders have fallen by 50% over the last three quarters. As the lead marketer for the site, it’s your job to determine the cause and solve the problem. Google Analytics reports seem to indicate that friction on the checkout page is high. Apparently, something about the checkout experience is turning customers away. Which Google feature can make checkout easier by using information stored in the user’s Google account?

 

• Google Analytics
• Google Shopping
• Cart Form AutoFill
• Real-time order counter

 

The business, Altawatch, has an effective team that comprises of an analyst, C-level, designer, developer, and marketer. Regardless of their job title or function, their work all has something in common. What do these members of Altawatch share in common?

 

They’re all trying to understand how users are interacting with experiences.
Each of their primary goals is to drive revenue.
All of their business roles connect to the end user.
They all work directly with the Google Ads interface.

 

Diane is explaining to their client, SushiZoo, that the user journey is a complex one when it comes to creating a conversion. Which phases of the user journey does what’s described as the “messy middle” include?

 

The initial search and exploration phase
The exploration and action phase
The exploration and evaluation phase
The initial search and action phase

 

Emily helps to optimize the mobile experience for GardenFolio’s website and app. Emily understands that, although mobile devices have constraints that desktops don’t have, they also present unique opportunities. In what way does the mobile network present an opportunity for mobile devices when it comes to marketing?

 

Mobile networks are faster than WiFi connections.
The mobile web offers more overall diversity than desktops do.
The mobile web remains the most widely used platform.
Mobile networks always offer consistent speeds.