AMA Digital Marketing 3

Question 1

A marketer discovers that mobile users convert at half the rate of desktop users despite similar traffic volumes. What should be investigated first?

Accepted Answer

Mobile page load speed and UX

Answer

Poor mobile UX and slow load times are the leading causes of conversion rate gaps between devices.

Question 2

Which type of SEO focuses on earning links from external websites to improve domain authority?

Accepted Answer

Off-page SEO

Answer

Off-page SEO encompasses link-building and other external signals that communicate a site's authority to search engines.

Question 3

What is the key difference between a vanity metric and an actionable metric in digital marketing?

Accepted Answer

Actionable metrics directly inform decisions, while vanity metrics look impressive but lack strategic utility

Answer

Actionable metrics like conversion rate or CAC guide strategy changes, whereas vanity metrics like raw follower counts may not reflect business outcomes.

Question 4

In affiliate marketing, what is a 'commission reversal'?

Accepted Answer

When a merchant cancels a previously paid commission due to returns or fraud

Answer

Commission reversals occur when approved commissions are clawed back because the underlying sale was returned, cancelled, or identified as fraudulent.

Question 5

Which email segmentation strategy is most likely to increase revenue per email sent?

Accepted Answer

Segmenting by purchase history and behavior to deliver personalized offers

Answer

Behavioral and purchase-history segmentation enables hyper-relevant offers that significantly increase conversion rates and revenue per email.

(AMA) American Marketing Association Certification Practice Test

(AMA) American Marketing Association Certification Practice Test

AMA Digital Marketing 3