Exam 12: Capturing and Keeping an Audience

____ is the number of days that pass from the day a user first comes to the site to when he or she finally makes a purchase.

Very often, surveys are used by marketers to improve a site or gain an understanding of new features and content that should be added.

Media/Informational sites should be updated ____ at a minimum.

Voting, polls, and ____ give users the opportunity to participate in a site and have their voices heard.

Every site will rely on the same measurements no matter the target market or the products being sold.

____ programs have been very successful for manufacturers, especially during times of depressed economic times.

Points-based programs are notoriously difficult to understand, and they often have fine-print which severely limits how users spend their points.

Poorly designed sites still give customers an understanding of the brand and instill the sense of security that an established corporate entity is behind the site.

The Web site feature that ranks lowest among shoppers in terms of heightening site loyalty is ____.

Once an initial purchase has been made, future site visits will encourage future sales, with little outside marketing expense on the part of the marketer.

Encouraging a visitor to return to a site begins with the ____ of the site.

E-mail blasts are especially cost-effective and powerful for directly reaching existing customers.

Online ____ typically ask users a series of questions about themselves, their opinions on a specific topic, or even their feelings about the Web site itself.

____ on a Web site provide a glimpse into the mindset of an audience.

Users are likely to return to a site where they have a wish list because the initial intent in creating the list was to purchase those items at some point in the future.

____ allow consumers who are not quite ready to make a purchase to keep track of the items and merchandise that they like and may consider purchasing in the future.

Because databases can record what each shopper has purchased and searched for, ____ can provide customer-specific offerings with coupons or promotional pricing on products the marketer already knows that customer will be interested in.

____ provide ongoing incentives for visitors to return to a site often and engage in certain activities.

The keys to increasing brand loyalty on the Web are different online than they are offline.

The tools and policies encouraging return visits that rank the lowest among shoppers is/are ____.