Deck 13: Traffic Analysis and Measuring for Success

Question 1

Establishing specific goals and continually measuring progress toward those goals allows marketers to zero in on the often elusive, ever-changing recipe for achieving Web site success.

Answer 1

True

Question 2

Setting the right benchmarks can make all the difference in whether or not any Web effort is a success.

Answer 2

False

Question 3

Web sites want to keep people on their site as long as possible.

Answer 3

True

Question 4

The goal of increased brand recognition is easy and inexpensive to measure.

Question 5

A Webinar can include live video, presentation slides, and the ability for the audience to ask public or private questions.

Question 6

One of the most popular solutions for analyzing which marketing effort is responsible for which traffic is to set up a series of landing pages.

Question 7

One landing page is set up for all of a company's marketing efforts.

Question 8

Tracking pages are often used when companies are trying to measure different marketing efforts.

Question 9

Landing pages are typically identical to each other, but they reside at different URLs.

Question 10

Setting goals and measuring results against those goals is the best way to set a path toward ongoing positive ROI.

Question 11

Yahoo Analytics is one of the most-used tracking mechanisms and is likely to remain one of the most commonly used tracking programs.

Question 12

Programs like Google Analytics typically require developers to include specific lines of code (that the program provides) within each coded page of a site that the developer wishes to track.

Question 13

The line of code for the tracking program can be installed anywhere in the Web site to track all pages, regardless of the tracking program being used.

Question 14

In most cases, the statistics provided by tracking programs tell the entire story.

Question 15

In-depth review of all the data from a tracking site can paint a positive or negative picture that marketers use to make recommendations for site evolutions.

Question 16

The usage map is important in Google Analytics because it shows users at a glance whether or not there has been steady growth over time.

Question 17

In Google Analytics, users can compare one time frame to another such as the first quarter of the current year vs. the first quarter of the previous year to see if growth has been achieved.

Question 18

In Google Analytics, the date ranges selected will not affect the results and data presented throughout the rest of the analytics site.

Question 19

All tracking programs provide certain basic information that is vital to understanding site traffic and how visitors are behaving,for a selected time period.

Question 20

Bounce rate is the percentage of visitors who come to the site and leave immediately without visiting any other page.

Question 21

The higher the bounce rate number is, the better your site.

Question 22

One particularly interesting feature of tracking programs, especially for B2B sites, is the ability to see patterns in who has been visiting a site.

Question 23

The location feature of a tracking program breaks down users by geography.

Question 24

Google's Traffic Sources Overview lets the marketer know how visitors are finding the site.

Question 25

The content program lists every page of the site in order of the most visited, providing information for each page.

Question 26

Marketers must set ____ that take into account the purpose of the site or campaign, the market, the budget, or a combination of all of these factors.

A) quotas
B) goals
C) objectives
D) milestones

Question 27

Goals for e-mail marketing campaigns are often based on the ____ of people who open a given e-mail and click through to the Web site.

A) percentage
B) minimum number
C) maximum number
D) quality

Question 28

E-commerce sites often set goals based on ____.

A) click-thru rate
B) return rate
C) gross revenue
D) profit

Question 29

Marketers create links and ____ that draw attention to and deliberately drive people to pages that they most want users to visit.

A) dynamic elements
B) style elements
C) text elements
D) visual elements

Question 30

For sites that want users to register as members, sign up for an online newsletter, or otherwise subscribe to the site, marketers set goals that are based on ____.

A) the number of participating visitors
B) the click-thru rate
C) the conversion rate
D) the gross revenue

Question 31

____ marketing efforts can help increase the number of visitors to a site, but the site must be designed in such a way as to keep people there longer.

A) Internal-facing
B) External-facing
C) Partner-facing
D) Extranet-facing

Question 32

It is vital to set appropriate, realistic goals based on solid figures aimed at achieving a(n) ____.

A) internal ROI
B) external ROI
C) positive ROI
D) negative ROI

Question 33

____ is the positive or negative return that is generated from any investment, including marketing and Web efforts.

A) TPO
B) TRO
C) TCO
D) ROI

Question 34

A(n) ____ is an online seminar in which a speaker makes a presentation on a given topic to an audience over the Web.

A) E-Lecture
B) Webinar
C) Web-lecture
D) E-Seminar

Question 35

A ____ is a page on a Web site that is set up for certain visitors to access, but the page is usually not accessible from the main site itself.

A) target page
B) start page
C) landing page
D) home page

Question 36

By creating ____, the company can assess which efforts were more effective than others and which audience stays on the site longer, converts better, and navigates through the rest of the site more frequently.

A) landing pages
B) start pages
C) begin pages
D) target pages

Question 37

Google Analytics requires that developers put the lines of code directly above the ____ code at the bottom of the page.

A)
B)
C)
D)

Question 38

In Google Analytics, the ____ is located at the top of the dashboard and shows the activity on the site within a specified time period.

A) activity
B) site usage
C) adwords usage
D) timeline

Question 39

In Google Analytics, each day is represented by a(n) ____ marking how many visits were made to the site that day.

A) line
B) small dot
C) open circle
D) triangle

Question 40

In Google Analytics, users can change the parameters of the timeline to review any one date or date range by using the ____.

A) resizable calendar widget
B) drag-and-drop feature
C) collapsible calendar menu
D) dynamic calendar feature

Question 41

____ is the total number of pages visited by all of the visitors for the given time period.

A) Pageviews
B) Pages/visit
C) Bounce rate
D) Average pages

Question 42

The ____ is the total time spent on the site during a given time period divided by the total number of visitors during that time period.

A) average number of visits
B) average visits per user
C) average visitors on site
D) average time on site

Question 43

The ____ is the number of visits by new site visitors divided by the total number of visits to the site.

A) percentage of new visits
B) total number of visits
C) average number of visits
D) percentage of visits

Question 44

The ____ section of a tracking site provides a much deeper analysis of the visitors that come to the site.

A) Site Overview
B) Adwords Overview
C) Visitors Overview
D) Reports

Question 45

Users of ____ can track how long visitors have stayed on a site, how many pages they have looked at, and how often they come back.

A) Google Apps
B) Google Analytics
C) Google Web
D) Google Site Management

Question 46

The ____ gives an in-depth look at the content on a site, how it is being viewed, and which pages connect most strongly with the visiting audience.

A) navigation area
B) report area
C) dashboard
D) content area

Question 47

____ is the statistic that does not count multiple visits to the same page by any one user.

A) Unique pagehits
B) Unique pageviews
C) Unique pagestats
D) Unique pagemarks

Question 48

____ is the percentage of visitors who came directly to that page and then left the site completely.

A) Bounce rate
B) Hit rate
C) Conversion rate
D) Percentage exit

Question 49

____ is the percentage of people who, after traveling through the site, left on any given page.

A) Bounce rate
B) Conversion rate
C) Percentage exit
D) Hit rate