CIW E-Commerce & Digital Marketing Flashcards

Which email marketing metric measures the percentage of recipients who open an email campaign?

Answer: Open rate

Open rate is calculated by dividing the number of unique email opens by the number of delivered messages, indicating subject line effectiveness.

What is A/B testing in a digital marketing context?

Answer: Comparing two versions of a webpage or email to determine which performs better

A/B testing (split testing) presents two variants to different user segments and uses data to determine which version achieves better conversion or engagement.

Which standard defines how affiliate marketing tracking links report conversions back to the advertiser?

Answer: HTTP redirect with tracking parameters appended to the URL

Affiliate tracking typically uses redirect URLs with unique tracking parameters (e.g., affiliate ID) so the network can credit conversions to the correct affiliate.

What does the term 'upselling' mean in e-commerce?

Answer: Encouraging a customer to purchase a higher-end version of a product they are considering

Upselling prompts customers to upgrade to a premium product or add enhancements, increasing the average order value.

Which factor most directly affects a website's organic search ranking according to search engine guidelines?

Answer: Relevant, high-quality content with appropriate keyword usage

Search engines prioritize pages with authoritative, relevant content that matches user intent and uses keywords naturally.

What is a landing page in a digital marketing campaign?

Answer: A standalone page designed with a single focused goal to convert visitors from an ad

A landing page is a dedicated, distraction-free page that visitors reach after clicking an ad or promotional link, optimized to achieve one specific conversion goal.