Questions

Jadon is the business owner of Cakesie. Jadon knows how important conversion rate optimization is, but he’s limited with his time. Jadon has learned that, by deciding what to test and in what order, the PIE framework can help him to prioritize his time. Which of the following criteria belong to the PIE framework?

 

• Presentation, Indicators, and Estimation
• Potential, Importance, and Ease
• Performance, Inspection, and Evaluation
• Production, Interest, and Engagement

 

Explanation:

PIE framework means Potential, Importance, and Ease. You can use this framework to prioritize conversion optimization tasks.

Potential means how much improvement you can make to a particular page.

Importance is how valuable a particular page is. A common practice is to analyze analytics data for a specific page. The more traffic it gets, the more important it is.

Ease means how easy or how difficult it would be to implement changes.

 

 

Santiago has been the marketer and site manager for FixMyCar.com for the past 15 years. He and the developer team have spent much effort improving the user enjoyment of the site. Recently, performance metrics are showing the speed of the site has regressed significantly over time. Which long-term maintenance program can help by limiting certain metrics that affect performance?

• Independent testing program
• Long-term performance audit
• Performance maintenance team
• Performance budget

 

Explanation:

The correct answer is Performance budget. A performance budget is a long-term maintenance program that helps limit certain metrics affecting site performance over time. It involves setting specific thresholds or limits for metrics such as page load times, file sizes, and number of HTTP requests. By establishing these benchmarks, Santiago and the developer team can ensure that new features or updates added to FixMyCar.com do not exceed these limits, thereby preventing degradation in site speed and performance. This proactive approach encourages ongoing monitoring and optimization to maintain optimal user enjoyment and satisfaction with the website. Implementing a performance budget involves regular checks and adjustments to align with changing technology and user expectations, ensuring that FixMyCar.com continues to deliver a fast and responsive user experience. Therefore, choosing a performance budget as a long-term maintenance program is crucial for Santiago and his team to sustain the improvements made to user enjoyment and overall site performance over the years.

 

Performance budget is usually defined as input of resources and the output of each unit’s services in a particular business.

Speaking about mobile optimization is a set of limits on specif metric that could potentially impact website performance. The logic behind is quite simple. If you spend much time or resources on one thing, you have less time to focus on others and must make sacrifices. The same applies to passing exams. The more time you spend passing the exam, less you have learning or practicing.

 

Anja is the marketer for ShoesForLife.com. She’s patterned the design of her web site after LotsOfShoes.com, a successful competitor’s site. Sales from the site haven’t been as successful as she hoped. She’s asking you for advice to improve the marketing effectiveness of her web site. What advice would you give to Anja to make her site more successful?

 

• Focus on providing a seamless experience for users.
• Provide a way for users to leave and read reviews from other customers.
• Add a PCI-compliant payment gateway to bolster user confidence in site security.
• Remove all flash content and switch fully to HTML5.

 

Explanation:

Times when businesses could afford having only web-focused pages are far behind. In the mobile-first world, a good user experience across various platforms is essential. You can’t ignore all potential customers using your website on mobiles.

If you want to deliver the best user experience possible, your company should develop a user-centric culture based on shared responsibility, cooperation, and continuous testing principles.

Only when all teams, marketing, sales, development are aligned to focus on the main goal can you efficiently develop your business. When teams follow the same principles and work from the same standards, you can avoid errors, ensure brand consistency, and provide a better user experience overall.

 

Rupert is the lead marketer for NationalTransfer.com, an international mover of household goods. Their dev team has implemented several personalization features in the site. Before the changes go live, they’d like to test the effectiveness of the new personalization features. What Google service can easily test the changes on NationalTransfer.com, an international mover of household goods?

 

• Optimize 360
• Data Studio
• Google Analytics 360
• Google Insights

 

Explanation:

There are multiple tools available online for testing various aspects of user experience. Improving user experience is a process, not a step. You should develop your strategy and implement continuous testing.

The tools you choose for testing will depend on various factors. Mostly on what exactly you are testing. If you’re testing native apps, you should consider Firebase A/B testing. If you’re optimizing website content, then Google Optimize is one of the tools you can use.

 

Murphy is the owner of a user-focused organization called FusionTactics. Murphy wants to encourage cross-functional collaboration between the teams at FusionTactics. Which question is suitable to ask to encourage cross-functional collaboration between FusionTactics’s teams?

 

• Are the teams utilizing the latest features in Google Ads?
• How many offline interactions does it take to create a conversion?
• Do web and app teams have aligned goals and strategies?
• What percentage of the marketing budget can accurate metrics quantify?

 

Explanation:

Every modern organization should develop user-focused business strategies. Building up a user-focused organization, consider these key aspects:

• Build relationships between teams. For example, align marketing and sales teams.
• Develop a testing strategy. Create a continuous cycle of monitoring, listening, testing, and implementing changes.
• Share responsibilities across teams.

 

Vicky manages the Google Ads account for the business, RelicsComics. Vicky focuses on improving the mobile conversion rate (mCvR) while everything else remains the same. What changes can RelicsComics expect to see in their Google Ads account if Vicky is successful in increasing the mCvR?

 

• Clicks and revenue increase.
• Conversions and revenue increase.
• Conversions increase while revenue decreases.
• Conversions decrease while revenue increases.

 

Explanation:

If you want efficiently monitor your website or app performance, you have to measure it. One of the metrics commonly used to compare desktop and mobile performance is a relative mobile conversion rate (rel mCvR).

We calculate it by dividing the mobile conversion rate by desktop conversion rate.

The formula below illustrates how improving mCVR results in increased conversions and revenue.

(clicks x mCvR) x order value = revenue