Question 1

Bread crumbs provide the ability to track and measure site effectiveness.

Accepted Answer

A) True 
 B)False

Question 2

Alt tags are useful in providing information in detail about images on the site.

Accepted Answer

A) True 
 B)False

Question 3

Among the marketing objectives that help create a satisfactory customer experience are:

Accepted Answer

A)  the visitor experience on the site.
B)  dramatic and attention-getting graphics and other visuals.
C)  interactive elements like games and videos.

Question 4

Website objectives should be established solely on the basis of the AIDA process that is well-known to marketers.

Accepted Answer

A) True 
 B)False  False

Question 5

A site is "sticky" if it is difficult to leave and often revisited.

Accepted Answer

A) True 
 B)False

Question 6

A true statement about the Staples brand promise is:

Accepted Answer

A)  it is integrated throughout their various sales and communications channels.
B)  a brand promise is not relevant to a retail store.
C)  a different brand promise drives website and offline communications. A

Question 7

Which of the following are true statements about customer experience on a website?

Accepted Answer

A)  Customer experience describes what happens to users on a single visit to a site.
B)  Marketers can do little to affect the nature of customer experience on a website.
C)  The components of good customer experience may be different in various channels.

Question 8

A heatmap helps visitors understand the layout of a website.

Accepted Answer

A) True 
 B)False  False

Question 9

Cascading Style Sheets make it more difficult to update a website.

Accepted Answer

A) True 
 B)False

Question 10

Which of the following is a true statement about website maintenance costs?

Accepted Answer

A)  Maintenance costs are not a concern of marketers.
B)  Maintenance costs will not begin to occur for several years after a site is developed.
C)  Yearly maintenance costs may be several times the size of initial development costs.

Question 11

The navigational structure of the website is a technical issue to be handled by the IT experts.

Accepted Answer

A) True 
 B)False

Question 12

The personas used in the redesign of the Staples website:

Accepted Answer

A)  were the product of the outside design firm.
B)  were produced instead of doing research on the customer.
C)  represented important segments of Staples customers.

Question 13

Tests that marketers can perform to improve their websites include:

Accepted Answer

A)  alpha testing.
B)  concept testing.
C)  navigation testing.

Question 14

The Staples website provides a good example of:

Accepted Answer

A)  a website that was functioning poorly and needed to be redesigned.
B)  a component in the program of a multichannel marketer.
C)  a support website to drive customers to the appropriate retail store.

Question 15

The nature of website objectives will depend on:

Accepted Answer

A)  tasks visitors expect to perform on the site.
B)  the types of hardware and software that will be used.
C)  how visitors are going to be attracted to the website.

Question 16

Among the web design elements that help create a satisfactory customer experience are:

Accepted Answer

A)  dramatic and attention-getting graphics and other visuals.
B)  multiple navigations aids like breadcrumbs and different colors for followed links.
C)  pages that have a lot of text and are able to answer all the visitor's questions.

Question 17

A ________ is a partially-functional web page that target customers can evaluate.

Accepted Answer

A)  prototype
B)  beta site
C)  wireframe

Question 18

Deploying and tuning the site:

Accepted Answer

A)  needs to be performed by the marketing department.
B)  indicates how other marketers are creating online customer experience.
C)  is essentially a technical task.

Question 19

Improvements to a website may include:

Accepted Answer

A)  frequent incremental improvements.
B)  major revision and relaunch as warranted.
C)  both of the above.

Question 20

Overstock.com's success on the web stems from:

Accepted Answer

A)  the level of satisfaction with the customer experience on the site.
B)  its multichannel approach.
C)  both of the above.

Exam 12: Developing and Maintaining Effective Websites

Bread crumbs provide the ability to track and measure site effectiveness.

Correct AnswerverifiedShow Answer

Alt tags are useful in providing information in detail about images on the site.

Correct AnswerverifiedShow Answer

Among the marketing objectives that help create a satisfactory customer experience are:

Correct AnswerverifiedShow Answer

Website objectives should be established solely on the basis of the AIDA process that is well-known to marketers.

Correct AnswerverifiedFalse

A site is "sticky" if it is difficult to leave and often revisited.

Correct AnswerverifiedShow Answer

A true statement about the Staples brand promise is:

Correct AnswerverifiedA

Which of the following are true statements about customer experience on a website?

Correct AnswerverifiedShow Answer

A heatmap helps visitors understand the layout of a website.

Correct AnswerverifiedFalse

Cascading Style Sheets make it more difficult to update a website.

Correct AnswerverifiedShow Answer

Which of the following is a true statement about website maintenance costs?

Correct AnswerverifiedShow Answer

The navigational structure of the website is a technical issue to be handled by the IT experts.

Correct AnswerverifiedShow Answer

The personas used in the redesign of the Staples website:

Correct AnswerverifiedShow Answer

Tests that marketers can perform to improve their websites include:

Correct AnswerverifiedShow Answer

The Staples website provides a good example of:

Correct AnswerverifiedShow Answer

The nature of website objectives will depend on:

Correct AnswerverifiedShow Answer

Among the web design elements that help create a satisfactory customer experience are:

Correct AnswerverifiedShow Answer

A ________ is a partially-functional web page that target customers can evaluate.

Correct AnswerverifiedShow Answer

Deploying and tuning the site:

Correct AnswerverifiedShow Answer

Improvements to a website may include:

Correct AnswerverifiedShow Answer

Overstock.com's success on the web stems from:

Correct AnswerverifiedShow Answer

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