eCommerce Marketing Introduction To E-Commerce Marketing 2 — Questions and Answers
Question 1: A new online boutique wants to attract customers who are actively searching for 'handmade leather wallets.' Which channel targets this existing demand most directly?
- Influencer unboxing videos
- Display banner advertising
- Podcast sponsorships
- Search engine marketing (SEM) (Correct answer)
Correct answer: Search engine marketing (SEM)
SEM shows ads to users at the moment they search for a specific product, capturing existing purchase intent.
Question 2: In the e-commerce conversion funnel, which stage comes immediately after 'Awareness'?
- Advocacy
- Retention
- Interest/Consideration (Correct answer)
- Purchase
Correct answer: Interest/Consideration
After becoming aware of a brand, prospects move into the interest or consideration stage where they evaluate the offering.
Question 3: What does 'cart abandonment' refer to in e-commerce marketing?
- Retailers discontinuing a product line
- A website removing its shopping cart feature
- Customers returning items after delivery
- Shoppers adding items to their cart but leaving without completing checkout (Correct answer)
Correct answer: Shoppers adding items to their cart but leaving without completing checkout
Cart abandonment occurs when a shopper adds products to the cart but exits the site before paying.
Question 4: Which metric tells an e-commerce marketer the average amount spent per completed order?
- Click-through rate (CTR)
- Bounce rate
- Average order value (AOV) (Correct answer)
- Cost per mille (CPM)
Correct answer: Average order value (AOV)
AOV is calculated by dividing total revenue by the number of orders.
Question 5: A B2C e-commerce model primarily involves transactions between which parties?
- Two businesses trading with each other
- Consumers selling to other consumers
- Government agencies buying from businesses
- A business selling directly to individual consumers (Correct answer)
Correct answer: A business selling directly to individual consumers
B2C (business-to-consumer) describes companies selling products or services directly to end customers.
Question 6: Why is mobile optimization considered essential for modern e-commerce marketing?
- Mobile sites are exempt from advertising regulations
- Search engines only index mobile apps
- Desktop browsers can no longer process payments
- A majority of online shopping traffic now comes from smartphones (Correct answer)
Correct answer: A majority of online shopping traffic now comes from smartphones
Smartphones account for the largest share of e-commerce traffic, so poor mobile experiences directly lose sales.
Question 7: Which of the following is an example of 'owned media' for an online store?
- A customer's viral TikTok review
- A paid Google Shopping ad
- The store's own email newsletter list (Correct answer)
- A sponsored magazine feature
Correct answer: The store's own email newsletter list
Owned media are channels the brand fully controls, such as its website, blog, and email list.
eCommerce Marketing Introduction To E-Commerce Marketing 2
A new online boutique wants to attract customers who are actively searching for 'handmade leather wallets.' Which channel targets this existing demand most directly?