GMC Customer Acquisition 3 — Questions and Answers
Question 1: What is the primary purpose of a landing page in a customer acquisition funnel?
- Displaying all product features
- Converting ad traffic into leads or sign-ups (Correct answer)
- Hosting long-form blog content for SEO
- Processing payments securely
Correct answer: Converting ad traffic into leads or sign-ups
A landing page is purpose-built to convert incoming traffic by matching the ad message and presenting a single clear call to action.
Question 2: Which attribution model gives 100% credit for a conversion to the first touchpoint a customer interacted with?
- Last-touch attribution
- Linear attribution
- First-touch attribution (Correct answer)
- Time-decay attribution
Correct answer: First-touch attribution
First-touch attribution assigns all conversion credit to the initial channel or ad that introduced the customer to the brand.
Question 3: A startup is testing acquisition channels with a limited budget. What framework should guide channel prioritization?
- SWOT analysis
- Bullseye Framework (narrowing to highest-potential channels) (Correct answer)
- BCG Matrix
- Porter's Five Forces
Correct answer: Bullseye Framework (narrowing to highest-potential channels)
The Bullseye Framework helps startups systematically brainstorm, rank, and test acquisition channels to find the highest-potential ones efficiently.
Question 4: What is 'dark social' in the context of customer acquisition tracking?
- Paid ads on the dark web
- Social shares via private channels like messaging apps that are hard to attribute (Correct answer)
- Negative social media mentions affecting brand acquisition
- Black-hat SEO tactics on social platforms
Correct answer: Social shares via private channels like messaging apps that are hard to attribute
Dark social refers to traffic from private sharing (e.g., WhatsApp, email) that appears as direct traffic, making attribution difficult.
Question 5: Which of the following best describes 'product-led growth' (PLG) as an acquisition strategy?
- Using product demos to close enterprise deals
- The product itself drives acquisition through free trials, freemium, or viral features (Correct answer)
- Launching new product lines to enter new markets
- Prioritizing product quality over marketing spend
Correct answer: The product itself drives acquisition through free trials, freemium, or viral features
In PLG, the product is the primary acquisition and conversion driver, often through freemium models or built-in virality.
Question 6: A marketer sees a high CTR on ads but very low conversion on the landing page. What is the most likely problem?
- Audience targeting is too narrow
- There is a message mismatch between the ad and the landing page (Correct answer)
- The ad budget is insufficient
- The product price is too high
Correct answer: There is a message mismatch between the ad and the landing page
A high CTR but low conversion suggests the ad promise doesn't match the landing page experience, breaking the user's expectations.
Question 7: What is the role of a 'lead magnet' in inbound customer acquisition?
- A paid ad that attracts high-value leads
- A free, valuable resource offered in exchange for a prospect's contact information (Correct answer)
- A CRM tool that scores lead quality
- A discount code sent to retargeted visitors
Correct answer: A free, valuable resource offered in exchange for a prospect's contact information
A lead magnet (e.g., ebook, checklist, webinar) provides immediate value to prospects in exchange for their email, initiating the acquisition funnel.
GMC Customer Acquisition 3
What is the primary purpose of a landing page in a customer acquisition funnel?