Exam Name: Conversion optimisation certification exam
Exam URL: https://skillshop.docebosaas.com/learn/courses/8320/conversion-optimisation-certification-exam
- The product managers and developers for MovingAway.com have spent considerable effort to improve the responsiveness of the website. Now, they’re trying to determine the best way to measure the performance of the site. What’s one factor that they should consider in choosing responsiveness metrics?
- Tony recently attended a summit where great emphasis was placed on the topic of conversion rate optimisation (CRO). Tony feels like CRO would take their business, FountainCloud, to the next level. Why is CRO important?
- Ruth is a marketer at GraphicMagic, a user-focused organisation. Ruth has been advised to establish a relationship with the development team at GraphicMagic. Why is it important, at a user-focused organisation such as GraphicMagic, for marketers to establish relationships with developers?
- 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?
- You are designing a mobile website for a company called PoliticalNews.com. It’ll be the primary showcase for their political news service. The website’s design must include access through mobile devices. To make sure that customers have a good experience with the PoliticalNews.com website, what should be the primary marketing goal?
- Jerry is the marketer for YardSale.com, an online auction site. Revenue from the site is at an all-time low. The VP of marketing is demanding an explanation. Jerry suspects that the site isn’t as user-friendly as it could be. Google Analytics shows that exit rates are high. Jerry would like to better understand how users move through the website. Which category of Google Analytics reports can give Jerry that information?
- 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?
- A gym equipment business called Gymnex feel like some of the pages on their website are weaker than others. The teams at Gymnex understand that identifying these pages is crucial for conversion rate optimisation (CRO). Which of the following actions can help Gymnex to identify which pages need the most attention with regards to CRO?
- Tierra is the marketer for Far West Imports. They’re the project lead for a new smartphone app that will help customers to order products more easily. Thanks to Google’s advice, their dev team has incorporated many features to boost conversion numbers. The marketing VP is insisting that Tierra assess the efficiency of the shopping basket and checkout features. Which Google service allows them to test the app’s UI and features?
- Gerald is the product manager for LaughItUp.com, a website for comedians. Earlier this year, many comments in site feedback complained about poor responsiveness. Working with the site marketing and development teams, Gerald created a plan where the site responsiveness metrics couldn’t fall below a certain level. Which plan type is Gerald’s plan?
- Alan is the lead marketer for NewYorkCourier, a New York-based courier company. Their dev team has implemented several personalisation features in the site. Before the changes go live, they’d like to test the effectiveness of the new personalisation features. What Google service can easily test the changes on NewYorkCourier, a New York-based courier company?
- The Johnson Door Company has a website named JDoors.com. Last year, they released a mobile app available on both Android and iOS. They encourage users to use the app instead of the website because of its advanced capabilities. Currently, they advertise on YouTube and several other sites. When customers click on an ad, it takes them to JDoors.com instead of the app. What web technology can open a product URL directly in a mobile app?
- Trevor is the owner of Sportelo and is wondering what impact Sportelo’s mobile experience is having on revenue. Trevor understands that they can calculate this with the mobile conversion rate (mCvR). Sportelo receives 200,000 clicks with an mCvR of 1%. The average order value is £200. How much revenue does Sportelo’s mobile experience create?
- Jessie is shopping for their husband’s anniversary present. Their husband loves to go fly fishing whenever they can. Jessie uses their mobile phone to ask for the nearest outdoor supplies shop. Their phone opens up the map application with directions to a nearby location only five minutes away. This is an example of what kind of personalised user experience?
- Jensen is the marketer for GlobalMovers.com. They’ve done a comparative analysis of the site against competitor sites. They’re convinced that improving the speed and responsiveness of the site will increase its effectiveness and revenue contribution. Which statistic should they use to convince the executive leadership of GlobalMovers.com to make site speed a priority?
- HopePower.com, a local electrical contractor, has contracted Charlotte to be their marketer. Thus far, their website has been an informational site full of static pages. Charlotte is upgrading the site to include online ordering with a PCI-compliant checkout process. They’ve recommended the usual Visa/Mastercard checkout options, though they dislike the time that it takes for a customer to check out that way. Which payment option allows customers to check out using a Visa card stored in their Gmail account?
- The marketing team for your company’s website expresses concern about why it’s not meeting its revenue goals. The effectiveness of the landing page is under question. You’re tasked with analysing the percentage of people who go to the landing page and do nothing. What’s the name of the metric that you should look for?
- Myrna is a marketer for TryAndBuy.com. Drop-off rates at the checkout page are trending high on the site. They’ve called you at the Google Help Centre to help them with a solution. You recommend Google Pay as a payment solution for which of the following two reasons? Select the best answers.
- Amelia is determined to convert their business, Geogenics, into a user-focused organisation. Which of the following is a key characteristic of a user-focused organisation?
- Laura has prioritised a list of things to test for their business, PropShop. The goal is to improve the user experience while letting the user accomplish what they want in PropShop’s app. Which of the following is a testing tool that Laura can use for PropShop’s app?
- The business WatchSpark has an effective team comprising 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 WatchSpark share in common?
- Rachelle is new to conversion rate optimisation but is eager to get started. Which of the following steps should be their first priority?
- Kathy has been the lead marketer for ChickenChef.com for the past 10 years. The website is still using the same web application platform that was used to create it. Kathy thinks that it’s time to update to a progressive web app (PWA). What are two benefits of moving ChickenChef.com to a PWA platform? Select the best answers.
- Evan has been working on improving the mobile experience for CookingGenius. The owner of CookingGenius is interested in quantifying the impact that Evan’s work has had. Evan knows that one way of doing this is to calculate the relative mobile conversion rate (rel mCvR). How can Evan calculate rel mCvR for CookingGenius?
- Alberto has been researching what makes a user-focused organisation a successful one. During this research, Alberto has come to realise that everyone plays a part in optimising the user experience on an ongoing basis. What is the marketer’s part in optimising the user experience on an ongoing basis?
- Tramly is a business focused on improving their conversion rate optimisation. Tasked with deciding which projects within Tramly are worth testing, Marisa is using the PIE framework to help make that decision. Which of the following questions would fit in with the PIE framework criteria?
- The marketers for FishyFishy.com are demonstrating to the executive management team the new features of the site that deliver personalised content to the user. When a user clicks on a web ad offering a 25% discount, it goes directly to a web page with information about the offer. What method of user personalisation does this describe?
- The marketing team at GoldBoat consistently acquire high click-through rates in their Google Ads account. Why is it important that the marketing team also invest resources into GoldBoat’s mobile site and app experience?
- Santiago has been the marketer and site manager for FixMyCar.com for the past 15 years. They 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 programme can help by limiting certain metrics that affect performance?
- Susie is the business owner of GooeyChewy. Susie knows how important conversion rate optimisation is, but they’re limited with their time. Susie has learned that, by deciding what to test and in what order, the PIE framework can help them to prioritise their time. Which of the following criteria belong to the PIE framework?
- As the marketer for TravelTheWorld.com, the user experience for the site is Harper’s responsibility. They enjoy creating rich, impressive content that creates a welcoming environment for users. But the slow performance of the site frustrates them. What’s a factor that’s probably slowing down the performance of the website?
- Nelson is a marketer for the company WorldTrend. Nelson wants to help build a strong, more user-focused organisation by getting the support of WorldTrend’s leadership. Which of the following is a recommended action for Nelson to gain the support of leadership in this area?
- Gertie is the marketer for a client’s website, PieBaker.com. Their customer has hired them to increase sales revenue through the site. They want to start by improving the landing page experience. What are two landing page elements that Gertie should focus on? Select the best answers.
- Cecila helps to optimise the mobile experience for GroveClove’s website and app. Cecila understands that, although mobile devices have constraints that desktops don’t have, they also present unique opportunities. In what way does performance present an opportunity for mobile devices when it comes to marketing?
- Dr Hector Bellagio, marketing consultant for USTours.us, has ordered their marketing team to rescue the website. Online sales are at an all-time low, and they think that it’s because the landing page is unfriendly. As the head marketer for USTours.us, you must determine if they’re right or wrong. What tool can you use to measure the effectiveness of your landing page?
- Antonio works as a marketer at FelineFriendly, a business comprising marketing, development, designer and leadership teams. Antonio and the other teams have instructions to work from the same standards and to follow the same principles. Why is it important that all teams at a user-focused organisation work from the same standards and follow the same principles?
- Jill is in the process of conducting conversion rate optimisation (CRO) for their business, Stovesy. Jill understands that the first step in the CRO process is to identify opportunities on Stovesy’s site and app. Carrying out quantitative and qualitative research achieves this outcome. Which of the following insights are part of quantitative research when it comes to CRO?
- Oliver is the marketer for the website FindYourHome.com. Oliver thinks that the slowness of the site discourages users from browsing the site. But Oliver is unsure how to demonstrate and prove this to the developer team and executive leadership. What’s a tool that Oliver can use to test, analyse and report recommendations to improve the performance of the FindYourHome.com site?
- Shelly has been learning how to find opportunities with conversion rate optimisation (CRO). Shelly has been instructed to tell the team at Drivesy to use their Drivesy mobile site in real-world situations. Why is it important for Drivesy to see how their mobile site works in real-world situations with regards to CRO?
- Bartholomew is the marketer for their company’s website, LogoMaker.com. The company sells graphic logo design services through the site. Several of their colleagues have commented that the site is difficult to use. Bartholomew thinks that the site will be more successful if users enjoy the time that they spend there. To improve the user experience of the site, which two areas should Bartholomew focus on? Select the best answers.
- TuneStreamer.com is an online music streaming site. Subscription orders are declining steadily. 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?
- Martha is the marketer for Circus.com. They’ve patterned the design of their website after BigTop.com, a successful competitor’s site. Sales from the site haven’t been as successful as they hoped. They’re asking you for advice to improve the marketing effectiveness of their website. What advice would you give to Martha to make their site more successful?
- Kyle is a marketer at Flightzy. Kyle has been told that they should measure the same key performance indicators (KPIs) as the developers, designers and leadership at Flightzy. How does measuring the same KPIs across teams help to create a more user-focused organisation?
- FuelCoach feels that they have room to improve their mobile conversion rate (mCvR). They’ve asked Ricardo to identify opportunities to improve this area. Which of the following actions would help Ricardo in identifying opportunities to improve FuelCoach’s mCvR?
- Forrest is in the market for a barbecue grill. They did a Google search and clicked a link to an outdoor products site named OutdoorMan.com. What must the site marketer for OutdoorMan.com do to ensure that the site makes a good first impression on Forrest?
- You’re a marketing manager for your company’s website, JesseJames.com, an online seller of books about American history. Google Analytics has shown that the exit rate on the checkout page is high. In a meeting with the developer team, you explained that this means that the user experience is good up to the checkout page. Making the purchase then becomes too difficult for most users. You’ve recommended that they implement a one-click-to-buy option that uses information stored in the user’s account. Which type of user personalisation is this known as?
- Cami is the marketer for ScaryBooks.com. Google flow reports show that a high percentage of users get to checkout and abandon purchases. Cami believes the reason is that the checkout process requires users to fill in all delivery, billing and credit card information on each purchase. Which Google solution can help to make checkout much faster for ScaryBooks.com?
- The business owners of Foodizo feel like their mobile website, foodizo.com, isn’t offering a fast and seamless experience to their users. Which Google tool can Foodizo use to receive specific recommendations on how to improve foodizo.com?
- Murphy is the owner of a user-focused organisation 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?
- Summer is responsible for leading the testing at SweetFizz. Summer has been using a testing platform for SweetFizz’s app. Why should SweetFizz integrate their testing platform with their app analytics?
