Ecommerce Ecommerce Marketing & SEO 2

Question 1

What is a customer lifetime value (CLV or LTV) and why is it critical for ecommerce marketing budgets?

Accepted Answer

The total revenue a customer generates over their entire relationship with the brand — it sets the ceiling for acquisition cost

Answer

CLV tells merchants how much revenue to expect from a customer long-term, enabling smarter decisions about how much to spend acquiring and retaining them.

Question 2

What is the purpose of a canonical tag (<link rel='canonical'>) on ecommerce product pages?

Accepted Answer

To tell search engines which URL is the preferred version when duplicate or similar pages exist

Answer

Canonical tags prevent duplicate content issues common in ecommerce (e.g., the same product accessible via multiple URLs with different filters or parameters).

Question 3

Which social commerce feature allows US consumers to purchase products directly without leaving the Instagram or Facebook app?

Accepted Answer

Facebook/Instagram Shops with in-app checkout

Answer

Meta's in-app checkout on Instagram and Facebook Shops lets shoppers complete purchases entirely within the social app, reducing friction.

Question 4

What is an abandoned cart email and at what point in the funnel is it triggered?

Accepted Answer

An automated email sent after a shopper adds items to their cart but leaves without completing checkout

Answer

Abandoned cart emails are triggered when a user with a known email address leaves items in their cart without purchasing, typically sent within 1–24 hours.

Question 5

What does 'cost per acquisition' (CPA) measure in ecommerce marketing?

Accepted Answer

The average amount spent on marketing to acquire one paying customer

Answer

CPA is calculated by dividing total marketing spend by the number of new customers acquired, helping merchants evaluate campaign efficiency.

Ecommerce Practice Test

Ecommerce Practice Test

Ecommerce Ecommerce Marketing & SEO 2