1. What are the components of a successful site?

1. Credibility
 Image is everything online
 Good design evokes trust, makes navigation clear, establishes branding,
appeals to target customers, and makes them feel good about doing
business with the website they are on
 Stanford’s Persuasive Technology Lab conducted a web Credibility
Project to identify the top 10 points that made a web visitor trust a
website.
2. Usability
 “The ease with which visitors are able to use a website”
 A pleasant and easy user experience is imperative to the success of a
website
 Usability makes site viewers stick and click
 Is the purpose clear?
 Is it easy to navigate?
 Do clickable items look clickable?
 Are there clear calls to action (‘Buy now’, ‘Learn more’, ‘Watch the
Video’, ‘Sign up Today’, etc)
 Strong usability tells visitors visually and textually what to do, where to
do it, and how to do it
 Remember that people who can’t use your website, won’t. It is that
simple.
 Marketing preplanning ensures that purpose and selling points are built
into the design (credibility) and user experience (usability) so a web
solution serves, supports and sells
3. Sellability
 Make sure the site support sales
 Showcasing case studies, testimonials and whatever makes your
organization/product/service different or better than the competition is
imperative for sellability success
 Make sure contact information is easy to find
 Communicating value and distinction
 Address frequently asked questions
 Today’s consumers are empowered – they need to know, like and trust
before they contact, fill out a form or buy
 Websites become web solutions when they support sales
4. Scalability
 A website must be architected and developed in a way that can
accommodate
 ease of expansion:
 Adding pages, video, content, etc.
 Site needs to be built on a reputable and manageable platform so it can
grow over time
• Example: Amazon.com
  Google Analytics (www.google.com/analytics) is a website tracking
technology :
• It allows site owners and marketers to see things like Traffic, sources of
traffic, time spent online, actions taken, top pages visited, etc.
 Smart websites can scale more seamlessly when they have website
statistics built in from the beginning
 The data statistics allows marketers to see patterns, track user
behavior and optimize sites over time
5. • Visibility
 Building a website does not guarantee that people will visit it
 A plan to drive traffic to the site is required
 Increasing awareness with other web marketing tools such as e-mail
marketing and online advertising
 Search engine optimization best practices can also built into the site as part
of the design and development process
 Knowing how the organization will use the web marketing must be
addressed before the build, so that it is incorporated artistically,
technically and strategically into the site
• Example: if increasing the e-mail list is a goal, then having an e-mail
sign-up box is something that must be designed into the wireframe and
programmed into the website development
 
2. The 03 main factor of search engines reviews?
 Search engines crave to populate their results pages
 When users are researching a problem, a search engine will often elevate
an article, a knowledge base page, or a forum page to the top of the
listings
 Blog posts and sales pages may get indexed, but often reviews or forum
posts get a bigger piece of the visibility puzzle
 
3. After the language what is the most important thing that matters the most to online
clients?
 The only thing that matters more than language, is currency.
 
4. Describe a website map.
 Site mapping is the process of creating sitemaps that index the information
on your site for increased usability and easier website planning. So, People
on websites can easily know where to go, how to go back to a page and
browse the site.

5. What are the social medias main marketing functionalities

 Audience targeting: Social media platforms allow businesses to target
specific demographics, such as age, gender, location, interests, and more,
ensuring that their content reaches the right people.
 Advertising: Social media platforms offer paid advertising options that
allow businesses to reach a wider audience and drive more sales.
  Customer engagement: Social media platforms provide a channel for
businesses to interact with their customers and build relationships through
comments, direct messages, and other forms of interaction.

6. The 3 types of blog entries that can enhance sales

 Comparison blogs
 Problems
 A better way to do things (”Cool tricks entry”)
 New uses for the product
 New features, new prices and overall news
 User stories

7. What is online privacy policy address

Privacy policies address the use of personally identifiable information:
 E-mail
 Addresses
 Contact information
 Website activity
 Credit card information
 Accurate privacy policy is a must

8. Why is automation important in order fulfilment

Optimize & automate online order fulfillment
 An automated order fulfillment system will save you time, improve your
productivity and bring optimal satisfaction to customers
 Ensure you have the best automation strategy to help you fulfill all
customers order efficiently and timely too
 Manual order fulfillment systems are slow and inefficient, you’ll
experience lots of errors, of course, and we’re humans
 Using an automated system that will handle the whole process from the
beginning of the order to delivery is better and will most likely make your
customers happy with your brand

9. Why are landing pages so important to consider in paid search

 Landing pages reinforce the message and the goal, and help guide people to where you
want to them to go
 The most successful campaigns work when the ad brings users to a landing page
specifically designed for that content
 When landing pages and online advertising work hand-in-glove, goal conversions follow

10. Five usability tips in developing websites.

 “The ease with which visitors are able to use a website”
  A pleasant and easy user experience is imperative to the success of a
website
 Usability makes site viewers stick and click
 Is the purpose clear?
 Is it easy to navigate?
 Do clickable items look clickable?

11. Why do marketers want to filter their web use

 Google Analytics has a filter option that further ensures the accuracy of
monthly data, allowing you to remove internal organization web use not to
skew your data
 You can create a filter on Google Analytics by getting a code for you IP
address www.myipaddress.com
 Your analytics report will then only contain data from people who are not
filtered by the IP address of your organization

12. List at 3 out of 10 main metrics to review for analytics

Whether you are looking at unique visitors, traffic sources, referring keywords, top content,
web design feedback, conversions be sure to ask yourself if and how these metrics are relevant

 See which pages drive the most page views on the site
 See which pages users abandon most frequently (your “bounce rate”)
 See which landing pages (pages tailored to a specific marketing campaign) work best
 See which traffic sources (search, pay per click, e-mail marketing, social media, etc.) are
driving people and actions to your website
 See how long people are spending on each page
 See the location of your user base. You can see where people are coming from by
country, state, and city
 View conversion goals for your users. Different groups will have different desired
actions they want visitors to take (buy, download, join, subscribe to free newsletter,
donate, click on “About Us,” ask for a consultation, etc.). All desired actions can be
measured

Google Analytics metrics

1. Users
2. Sessions
3. Pages per session
4. Devices
5. Source/medium and channels
6. Pageviews, unique pageviews
7. Average time on page
8. Landing pages
9. Exit pages
10. Bounce rate
13. 3 ways online advertising is priced
1. Cost per thousand (CPM)
 This pricing model is based on the cost per thousand impressions
 Impressions are defined as how many times an ad is viewed
 Online advertising purchased on a CPM basis is more likely guaranteed
inventory (that the add will appear on the website)
 Think of impressions as views. CPM buys views
 Anytime you hit the refresh button on a site with ads new ads appear, that
is considered impressions

2. Cost per click (CPC)

 Based on the cost or cost-equivalent paid per click
 A click is defined as a user who clicks an online advertisement to get to
the advertiser’s destination
 Paid search ads (in search engine-sponsored links sections) are most sold
on a cost-per-click basis and are also referred to as pay per click
 When ads are purchased on a CPC basis, there is no charge for
impressions, only clicks

3. Cost per action or cost per acquisition (CPA)

 Payment by advertisers is made only if qualified actions such as leads,
sales or registrations occur
 Ads are also sold on a cost per lead (CPL) basis
 Affiliate marketing is run on CPA basis and has a distinct set of rules,
norms and management responsibilities

3. Co-registration
 It is an agreement in which a company hosts a registration form where
multiples other companies can collect new subscribers from them
 Sometimes web surfers opting into one program are unaware that they are
opting into another program which may cause advertisers need to
reimburse these ‘new customers’

14. Define organic or natural search

 Organic or natural search results are a trusted source due to their lack of
connection to paid sponsorship
 Organic search findings are based exclusively on indexed results
 Websites can maintain maximum visibility by employing search engine
optimization best practices
 It is an ongoing effort, as algorithmic patterns change all the time • The
only constant with search results is change
 Organic search is the way your site is found
 Paid search is the way you would like your site to be found
 SEM is a critical medium for brand awareness and customer acquisition
  Organic search, pay-per-click and vertical search can all be engaged and
optimized to remain competitive in the search marketplace
 Companies need to be on top of search engine trends to stay competitive
and visible

15. What is the first step required to start SEO

 First step: determining the best key words and/or phrases to focus for
visibility
 They should not only relevant to the site, but also relevant to searchers
 Best way to start sitting down with a plain sheet of paper and/or go
 back to the initial questions you answer when we began the project

16. What are the 3 Pees of the quart foundation of any email program and explain
 The three Ps– core foundation
 • Proposition: What value do customers/subscribers get from the e-mail
program?
 • Position: How does your offer differ from the competitors?
 • Personality: What tone and image do your e-mailsconvey

17. What do we look at e-commerce in a international business program? Give 3

reasons.
1. E-commerce is unquestionably a must for any company selling goods and
services
2. Ecommerce dissolves national boundaries and encourages cross border
transactions
3. It is one of the few businesses where one can rapidly scale up across geographies

18. Name 3 areas of an email that can be tested

 Landing pages
 Offer call to action
 Subject line
 "From" Address
 Time/day of week sent
 Creative copy/layouts (button vs. text, wording, position, size, color,
repetition)

19. Why is it important to compare website hosting companies?

1. Hosting plans are generally priced based on levels of site traffic (also called
bandwidth) and server space
 Most companies offer the option to upgrade your bandwidth
 May be wise to choose a provider that can instantly upgrade your
bandwidth to handle spike traffic
 Is your video embedded in the website or from other sites like YouTube?
 Are users required to download large files? It can determine if your
bandwidth needs.
2. Uptime reliability
  How much reliability do you really need?
 Hosting companies guarantee uptime by making virtual copies of your
website on a variety of servers all over the planet
 For most organizations, seven ”nines of reliability” is overpriced and
overkill
3. Other hosting features
 For e-commerce elements of website some hosting providers have off-the-
shelf shopping carts and credit card processing
 If your going to accept and store customer information on your website,
then you will want to ask about the security levels they offer

20. Name at least 3 customer service channels that a e-commerce owner should
consider?
1. E-mail: Provide fast, asynchronous support
2. social media: Support your customers in public
3. Live chat: Fix customer issues in real-time
4. Telephone support: Offer a direct line to your business Help content: Equip your
customers with answers