CMS Hub Implementation Answers

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There are 50 questions.
It should take 1 hour to complete.
You must answer 35 questions correctly to pass.
You must wait 12 hours between attempts.
You have 3 hours to finish the exam.
Take your time. You can't go back and change your answers once they're submitted.

Some questions:

Which of the following is most synonymous with a CMS Migration if the client is happy with their website but wants to change or upgrade the underlying CMS technology?

CMS Replatforming

CMS Redesign

CMS Downgrade

CMS Integration

None of the above.

True or False? “You shouldn’t worry about differentiating CMS from the competition. Most CMS products in the market are ultimately quite similar, even if CMS is a little easier to use. Focus more on winning your prospect’s trust in your firm, because their relationship with you matters more than any product.”

True

False

Which of the following is one of the strategist’s key responsibilities?

Leading the implementation team and reporting back to the supervisory committee

Writing code for backend integrations in partnership with a front-end developer

Determining the UX design of the site from start to finish

Cancelling the client’s old CMS contract to avoid confusion

Which of the following statements is false, based on the information, frameworks, and methodologies shared in this certification?

Each client's situation is unique, and you shouldn’t underestimate the importance of thoroughly investigating your client’s prior CMS’s architecture.

A responsibility matrix divides all stakeholders into twelve categories.

Complex CMS projects usually demand more than just email updates to key stakeholders.

The project definition of success should include relevant metrics, and each definition of success should be specific, measurable, attainable, relevant, and timely.

True or False? The CMS boasts 99.999% uptime.

True

False

True or False? In the post-migration review phase, you should cancel your old hosting once redirects are verified.

True

False

Which of the following is a common way in which the supervisory committee can guide a website redesign project?

By making sure decision makers are involved.

By making sure the front-end developer does the job of the UX designer, thereby saving the client money.

By making sure the client’s CEO attends every meeting and oversees every decision, no matter how small it is.

By controlling what information is shared with decision makers, because the website redesign process is always deeply political.

Which of the following would go against the best practices for managing a website redesign and CMS migration?

Coming to the client prepared with a full timeline for redesign and implementation before you’ve met with their key stakeholders or understood their business priorities

Building a clear communication plan that goes beyond email updates

Creating an implementation timeline after consulting thoroughly with all stakeholders

Significantly altering their current content management strategy or playbook, because it isn’t aligned with their goals

Which of the following is true about developing a reporting playbook for your client?

Your firm’s strategist should not be involved here. Only the marketer should dictate what metrics matter the most.

Only your firm’s front-end developers should call the plays in terms of determining the metrics to focus on, given their depth of technical knowledge.

Your firm’s strategist should collaborate with some or all members of the implementation team and the client’s project leaders to determine what metrics to focus on.

Your firm’s UX designer should be in charge of firing the strategist if they make a wrong decision.

Why does the evaluation period matter in a CMS implementation?

Because the client should be given time to evaluate whether the finished product meets their expectations

Because you cannot complete a CMS implementation without a thorough URL redirection process

Because the strategist’s variable compensation is determined by how many correct deductions they made throughout the timeline of the implementation

Because project management tools reduce friction and remove barriers in your team’s operational support structure

Which of the following best describes the CMS’s relationship to the flywheel?

CMS is a flywheel. The flywheel is a metaphor used to talk about the CMS.

CMS can help alleviate friction internally and for prospects and customers. It plays a vital role in all stages of the flywheel model (attract, engage, and delight).

The CMS is simply a flywheel that’s incredibly energy-efficient. When you add force to it and remove friction, it spins faster and faster.

CMS focuses on architecting the end-user experience

Scenario: Your client has a number of technical questions during the post-migration assessment. You were just hired by your firm as a technical lead/developer, and you want to impress the client and deliver a remarkable experience. Which of the following is a best practice for you to follow?

You’ll want to work closely with the strategist on your firm’s side to ensure that technical requests are being filtered to you accurately, so that you aren’t inundated with requests unrelated to your area of expertise, and so the client gets a timely answer.

Usually you should work closely with the strategist at your firm to filter requests so that you aren’t inundated, but because you’re new, you should go the extra mile and allow clients to contact you directly.

You’ll want to work closely with the CEO on your firm’s side to ensure that technical requests are being filtered to you accurately, so that you aren’t inundated with requests unrelated to your area of expertise, and so the client gets a timely answer.

None of the above. Technical questions should all be handled exclusively by Support.

Which of the following describes a CMS migration?

All the steps required to transfer a client’s website’s content, assets, and all related materials from a previous CMS to a new CMS (in this case, CMS).

All the steps required to transfer a client’s website’s code from a previous CMS to a new CMS (in this case, CMS).

All the steps required to transfer a client’s support ticketing system from a previous CMS to a new CMS (in this case, CMS).

Options A & C

Options A & B

True or False? Migrating from one CMS to another will always hurt a client’s website’s ranking.

True

False

Which of the following statements is false?

CMS includes built-in security features, while traditional CMS systems include security features as an added-on charge.

The CMS is lightweight, flexible, and easy to use, while traditional CMS systems are rigid and difficult to edit for marketers and other non-technical personas.

In CMS, marketers should always rely on developers for simple site changes, since it is built to be exceptionally easy to use for developers.

CMS focuses on architecting the end-user experience

Which of the following is NOT a reason for post-migration site metrics to deviate from pre-migration averages?

Seasonal factors

Issues with backlinks and redirectsf

414 URL errors

Load speed (server speed, site speed, etc.)

All of the above are accurate reasons for post-migration site metrics to potentially deviate from pre-migration averages. This is a trick question!

Which of the following business challenges can the CMS most directly solve?

A medical company struggles to find a HIPAA-compliant CMS that allows their developers to focus on building servers.

A software company wishes to purchase a data warehouse to store all of their CMS user behavior data in order to run regression analyses.

A media company wishes to redesign their site to increase engagement without relying on ads, and without having to rely on developers for small site edits.

All of the above.

True or False? The client should prepare for an "expected traffic drop," which is guaranteed to occur after the migration is finished.

True

False

Which of the following statements is false?

Front office teams are internally facing, such as finance, HR, and IT.

Back office teams and front office teams are both the same in the modern economy in terms of their day-to-day work.

The term “customer-facing teams” paints a clearer picture of what front office and back office teams have in common–customers–and why it makes sense to support them with CMS.

Both A & B

All of these statements are true

Which of the following is a part of the post-website migration assessment process?

Reviewing website speed

Reviewing your client’s CRM to make sure that all deal stages are named intuitively

Reviewing your client’s survey integration to make sure they’re always collecting NPS data

Cleaning up testing pages and developer assets wherever needed

Both A & D

Which of the following is not one of the best practices for building a CMS implementation plan?

Preparing a user adoption education plan

Building a content management playbook

Putting a miscommunication plan in place to avoid office politics

Instituting a progress tracking mechanism

Which of the following questions is not appropriate to answer or discuss with a client?

Can we have membership options with CMS?

Can we automatically migrate content over?

Can my developers code locally?

Is there a server-side code option?

None of the above are appropriate questions to answer or discuss with a client

When is it okay to ignore deadlines in your running log of implementation tasks?

When you have reason to believe that the client doesn’t care about the deadlines

When you know that you can earn a larger commission by going over the deadlines

When the log is completely outdated, seems to be from a different project, and does not reflect any of the tasks you have discussed with the strategist and supervisory committee

When you are bored with the website’s UX design and want to hire a new UX designer

You should never ignore deadlines. If you think something is incorrect, clarify it with the strategist and supervisory committee before deciding to ignore it

Which of the following statements is true?

has a marketer-friendly content export that will export all coded and media files and a HubDB export for all table data.

has a number of public CMS endpoints that give you access to pulling/pushing CMS content.

Anytime you change systems, regardless of if it’s open-source or proprietary, it will require an investment of time and effort.

With traditional CMS systems, anytime you change systems, it will require an investment of time and effort. But not with CMS.

A, B, and C are true.

True or False? “Content creators should work exclusively with the front-end developer to build content in alignment with the back-end developer’s defined content architecture, including building out individual pages, blogs, and other user-facing content.”

True

False

True or False? “While your site is under construction, you should NOT block access to the “under construction” site with a robots.txt file, password protection, and/or noindex tag.”

True

False

True or False? “Less expensive CMS products may have hidden costs that aren’t included in the sticker price, in terms of implementation time, customizability for marketers and developers, and manageability.”

True

False

Which of the following is a step in the pre-migration content audit phase?

Be careful to avoid touching, delete, or “cleaning” testing pages or developer assets created during the process

Make sure that modules are built for technical users to easily use, and make sure non-technical users do not have access to making any edits

Analyze which pillar pages and content themes perform better with your strategist’s guidance, and prioritize.

Use intuitive naming conventions for all assets.

C and D are steps in the pre-migration content audit phase

If conversion rates drop while bounce and exit rates go up, which of the following steps should you take?

You should install a chatbot immediately with Conversations tool to address the conversion rate drop. This option may sound wrong, but chatbots have been proven to always increase conversion rates, even on sites that are designed poorly.

You should increase your Google Adwords Spend through Ads Add-On immediately to bring the right audience to your site.

You should audit the site for design issues and other site performance issues in a systematic manner. The metrics suggest that the users may not be satisfied with the new site.

The users have not yet visited the new site. You should ignore any data that suggests your site is underperforming for the first seven days after migration.

True or False?: “You should NEVER make a copy of your entire old site on a new server on a separate domain/subdomain for easy comparison later. If hackers get access to the copy of your site, you risk the safety and security of your entire web redesign process. Furthermore, the copy site can jeopardize your SEO.”

True

False

Which of the following is NOT an SEO myth?

Very specific use cases, such as moving from an established domain to a brand new one, can result in some decreases in traffic.

Very specific use cases, such as moving from an established domain to a brand new one, can result in some increases in traffic.

Traffic can, in fact, increase after a website has been successfully redesigned.

Traffic can sometimes decrease after a website has been redesigned

A and D are not myths

If there are significant traffic abnormalities post-migration, which of the following is true?

If the issues affecting a site are widespread, it’s possible that UX issues went undiagnosed in the pre-migration process

If the issues affecting a site are widespread, it’s possible that new UX issues were created post-migration unintentionally

If conversion rates drop while bounce and exit rates go up, your users have likely not yet visited the new site

If conversion rates drop while bounce and exit rates go up, your users have likely blacklisted your site

A and B are most likely to be true, but you won’t know until you’ve investigated

C and D are most likely to be true, but you won’t know until you’ve investigated

Which of the following is NOT a step in the pre-migration checklist for URL Structure and Updates?

If the URL structure cannot be migrated as-is, ensure only 401 redirects are set up.

Redirect both pages and domains if you’re changing the website URL

Update existing redirects’ destination to the new URL structure.

If the URL structure cannot be migrated as-is, ensure 311 redirects are set up.

If the URL structure cannot be migrated as-is, ensure 301 redirects are set up.

Both A and D both are NOT steps in the pre-migration checklist

True or False? Technical leads, front-end developers, and other technical experts should NOT be joining sales calls. They are not trained to support sales professionals, and this isn’t a part of their job description.

True

False

Which of the following is typically NOT a way to test the mobile experience?

Test site usability from different mobile phones and tablets

Test site usability from different landline phones and tablets

Test that touch elements work appropriately

Test that all touch elements are turned off appropriately

B and D are NOT ways to test the mobile experience

True or False? “UX designers should join sales calls as needed. They can support the rest of the team and provide expertise on technical UX matters.”

True

False

Scenario: You are based in Boston, MA, but most of your customers are based in Mumbai, India. Which of the following steps should your firm take, in terms of following CMS migration launch best practices?

You should launch the site outside your own business hours in Boston, MA, because you cannot risk US customers seeing the site with any errors. Even if Indian customers see a few errors, it’s okay.

You should find a low traffic time that works only for your Indian customers and audience, since they make up most of your business, and your other clients aren’t as important.

You should find a time when traffic is low for both American and Indian customers/visitors and launch at that time

None of the above is true. You should launch only at midnight, since everyone’s traffic is much lower at midnight.

Which of the following is not a reason for post-migration site metrics to deviate from pre-migration averages?

Seasonal factors

Issues with backlinks and redirects

404 URL errors

Load speed (server speed, site speed, etc.)

All of the above are accurate reasons for post-migration site metrics to potentially deviate from pre-migration averages. This is a trick question!

True or False? An “expected traffic drop”is guaranteed to occur after the migration is complete.

True

False

True or False? While your site is under construction, you should block access to the “under construction” site with a robots.txt file, password protection, and/or noindex tag.

True

False

When is it okay to avoid assigning tasks to responsible individuals in your running log of implementation tasks?

When you have reason to believe that the client doesn’t care about the tasks

When you know that you can earn a larger commission by leaving a few tasks unfinished

When the log is completely outdated, seems to be from a different project, and does not reflect any of the tasks you would expect to be assigned by the strategist and supervisory committee

When you are bored with the website’s UX design and want to hire a new UX designer

You should never leave tasks unassigned. If you think something is incorrect, clarify it with the strategist and supervisory committee before proceeding to modify or ignore it.

True or False? If your client owns a small business of under 100 employees, they don’t need to worry about adhering to GDPR regulations in their website redesign. It applies mainly to large multinational corporations.

True

False

In what circumstance is it okay for you to skip the client evaluation period in a CMS implementation?

When you feel that you have done an excellent job, even if the client disagrees

When you might miss your project deadlines because the client is taking a little bit longer to get their team organized and trained on the tool

When you find out, at the end of the project, that you charged the client less than the industry average for delivering your implementation service

You should never skip the evaluation period. The client should always have an opportunity to review your work and make sure it meets their documented expectations.

Scenario: You finished the migration for the client successfully a week ago, but site metrics are lower than pre-migration levels, even after checking for seasonal factors, UX issues, etc. You finally discover that a technical step was missed by your firm’s implementation team. What should you do?

No need to say anything or alarm the client. Fix the issue and don’t bring it up again unless the client asks. If they ask more questions, pivot to discussing other issues as quickly as possible.

Your team never makes mistakes. The client must have done something wrong. If they ask, tell them that it’s their responsibility to make sure the migration is finished correctly, and not yours. You’re just hired help to guide them.

Admit to the client that your team overlooked something, and give them instructions for how they can fix it. Unfortunately, you don’t have time to fix your team’s error, due to the tight deadline you have to meet for the overall project.

Admit to the client that your team overlooked something, tell them exactly how you plan to fix the error, and offer them another few days to evaluate site metrics after the error has been corrected to make sure they're satisfied with your work.

True or False? CMS migrations, implementations, and website redesigns should all be focused on the experience of the front-end developer. As long as you meet the clients’ developers’ needs, you’ll automatically satisfy the marketers and other personas on the client’s team.

True

False

Scenario: You, your firm’s full stack developer, can hear your strategist and salespeople having an important conversation with a frustrated prospect. The prospect is asking a number of technical questions, and your strategist/salespeople are unable to answer them fully, because the topics are outside their area of expertise. However, you think you might be able to answer at least a few of the questions. What should you do?

Don’t interfere. You’re not a sales or implementation expert, and you should leave the prospect conversations to them. You could potentially derail the sales process.

Since you can only answer a few of their questions, don’t bother trying. In prospect calls, you have to answer all questions correctly immediately, otherwise the deal will fall apart.

Quietly submit an anonymous report to HR about how your team members aren’t sufficiently qualified for their roles, and are falling short of expectations.

Let your team members know that you might be able to help. Answer any questions you’re comfortable with, and research the other questions for the prospect. Teamwork will set you up for success.

Scenario: You, your firm’s newly hired strategist, notice that your team is struggling to keep up with project volume. Particularly, you notice that your full stack developers or technical leads are overburdened with answering your clients’ technical SEO email questions. You’re an expert when it comes to technical SEO, but that’s not what you were hired for. What should you do?

Immediately request that your developers work overtime to account for the additional volume of technical SEO questions. Even if they’re overburdened, your job is to make sure each project is successfully completed, no matter what your firm’s implementation team thinks.

Set up a ticketing system to triage the technical SEO questions, instead of letting clients email anyone directly. You can answer some questions with your expertise to help the team out. This way, no single person is overwhelmed with questions alone, and all of you can work together to solve the problem without sacrificing your core responsibilities.

Organize a ski trip to raise everyone’s morale. If they enjoy the trip, they will stop complaining. According to Growth-Driven Design best practices, your teammates will benefit from spending time together through informal gatherings. This rapport will allow them to more efficiently answer questions in the future.

Answer all the questions yourself via direct emails to the clients. This way, your developers will be able to focus on their work. You may need to work overtime, but that’s what leadership looks like in this situation. As the strategist, you need to do everything possible to address the situation yourself.

Scenario: You’ve completed every stage of a CMS migration project for a client, but they’re requesting a little more of your time for training or educating their team on how to use the tool. Because their team is particularly new to, they need a little more help before they’re ready to be self-sufficient. What should you do?

Give them the Support phone number. Once your project is done, you have no further responsibility towards training them on the tool.

Explain that you cannot be flexible, especially since they failed to communicate the need for additional training at the beginning of the project. It’s their responsibility to make sure they understand the tool, since you’ve already explained it to them in detail. If they're persistent, you should explain that you'll need to double your hourly rate moving forward.

Lodge a formal complaint against them with . They are violating the culture code, and should not be allowed to renew their subscription.

Take time to understand their training needs, and see if you can offer them an extra hour or two. If their needs go beyond that, explain that you’ll need to budget time and resources for the additional work. By working with them to give them a positive customer experience, you’re building trust with them for potential future projects.

True or False? You should consider walking the client team through simple troubleshooting steps or record videos, so your clients feel confident enough to make those changes without relying on you after your project is complete.

True

False

True or False? As your firm’s front-end developer, you don’t need to understand how to use CMS. Only your client needs to learn how to use it.

True

False

Scenario: Your client has heard misinformation about CMS that has caused them to lose trust in it, but they love your firm’s service and want to work with you on their next redesign project. Which of the following is the right course of action for you to take?

Take time to understand their doubts, but don’t try to change their mind on . Focus on winning the service contract for your firm first, because that’s where you will profit the most.

Take time to clarify their doubts about CMS and reassure them that your firm will work with them throughout the redesign process. With both your firm and CMS, the client is much more likely to succeed.

Take time to clarify their doubts about CMS, and explain to them that your services are not as important as CMS. If they buy CMS, they won’t need your firm’s services.

None of the above.

True or False? Your firm’s front-end developers should be completely shielded from the sales process. They are not trained to speak to clients, and will likely weaken the pitch if allowed to join sales conversations.

True

False

Which of the following is NOT one way in which a website redesign and CMS implementation project could fail?

Overlap between the supervisory committee and implementation team

A very late launch

Going over budget

Failure to meet stakeholder expectations

True or False? You cannot build a successful sales pitch without defining certain terms, such as “collaboration,” “customer-facing teams," and "friction" exactly the way Academy defines these terms in this certification. These terms are defined in a precisely scientific way to psychologically influence your prospects.

True

False

Which of the following roles is not usually a part of the implementation team?

CTO (Chief Technology Officer)

Strategist

Front-end developer

Content creator

UX designer

True or False? CMS can sometimes help alleviate friction internally and for prospects and customers. It plays a minor role in some stages of the flywheel model (attract, engage, and delight).

True

False

Which of the following statements is false?

Any kind of systematic change will require an investment of time and effort, however, has created a number of tools, including a marketer-friendly content export that exports all code, media files, a HubDB export for all table data.

CMS allows marketers to easily create and edit pages, without developer help.

provides public APIs for pulling blog posts, local development tooling for pulling website files locally, and numerous public CMS endpoints that give your developers access to pulling/pushing CMS content and to help them quickly migrate on/off CMS with less effort.

Hosting and security are included with the CMS for the smallest extra charge in the industry.

Which of the following is the best answer for why CMS is different from competitors?

It combines functionality with the entire suite of marketing, sales, and service products, and allows you to actively report on your website’s success and failures.

Buying CMS gives all customers access to one free hour of partner consulting.

CMS makes it easy for developers by making sure marketers cannot edit too many things.

None of the above.

Which of the following statements is true?

Your firm should drive alignment between the supervisory committee and the implementation team

Your firm should log all required tasks to be performed before, during, and after the migration

Your firm should set reasonable expectations about outcomes upfront

All of the above

True or False? “Website strategists should never be allowed to address technical SEO questions, no matter how experienced they are. Those questions should always be handled by front-end developers.”

True

False

Which one of the following tasks should be completed in your pre-migration technical preparation?

Clearing SEO requirements

Blog post auditing

Scoping of wireframe drafts

Setting up a test environment

All of the above

True or False? “You should educate your prospects only after you’ve given them a demo of CMS’s capabilities. Before the demo, your education might not resonate with a prospect who doesn’t even grasp the key value proposition.”

True

False

Scenario: Your prospect doesn’t trust your assertion that CMS is easy to use for both developers and marketers. Which of the following is the best way to win their trust?

Tell they you’re offended that they wouldn’t believe you, after all the time you’ve spent demoing the tool for them

Ask them about their concerns, take careful notes of their needs and pain points, and give them support number so they can get their doubts resolved themselves

Take careful notes of their needs and pain points, offer to do a demo in which they can test out everything they need to test out, and keep educating and consulting them on the benefits of without adding friction to their evaluation process

Always set up a call with your CAM or Channel Consultant and the prospect. You shouldn’t be answering any product questions alone, since only really understand the CMS product

Scenario: Your prospect has specific questions about key functionalities in the CMS, based on their poor experience with their previous CMS. Which of the following is the best way to win their trust?

Always discuss the flywheel rather than answering their product questions directly. The flywheel is the best answer to any and all product questions, without which they cannot understand how CMS works.

Offer to discuss their questions in detail, but avoid spending too much time on features, because you should be focused on closing the deal efficiently.

Offer to discuss their questions in detail, and make sure their doubts are honestly addressed. If they still have questions, offer to set up another conversation to answer them, and offer case studies to back up your claims.

Show them an impressive website built with CMS. You don’t need to discuss details about features if the website demonstrates all the best practices. Examples speak louder than consulting or long conversations.

If conversion rates increase while bounce and exit rates decrease, which of the following could be true?

You should install a chatbot immediately with Conversations tool to address the conversion rate increase. Chatbots always decrease conversion rates, even on sites that are designed well.

You should increase your Google Adwords Spend through Ads Add-On immediately to bring the right audience to your site.

You could be seeing early signs of the website redesign project succeeding.

The users have not yet visited the new site.

Which of the following is not an appropriate question to answer or discuss with a client?

Can we have membership options with CMS?

Can we automatically migrate content over?

Can my marketers easily make changes to site pages?

Is there a server-side code option?

None of the above.

True or False? Your firm’s full stack developers should be running the sales process. You don’t need to hire salespeople, because developers understand CMS systems well enough to answer prospect questions.

True

False

True or False? If you have sufficient experience as a firm, you should feel free to operate without an organized process for CMS migrations. Defining an organized process is only useful to relatively inexperienced teams.

True

False

Which of the following can be part of a website redesign process?

CMS Migration

CMS Implementation

CMS Replatforming

All of the above

True or False? provides public APIs for pulling blog posts, local development tooling for pulling website files locally, and numerous public CMS endpoints that give your developers access to pulling/pushing CMS content and to help them quickly migrate on/off CMS with less effort.

True

False

True or False? Google Data Studio’s integration with is a free tool built for helping you identify and fix 404 issues/errors with your site.

True

False

True or False? “Even though CMS has many features and you can easily get lost trying to champion all of them, you should discuss all of them, no matter how irrelevant they may seem to you, because your client knows their needs better than you. By covering every single feature in the first demo, you could discover solutions or approaches they didn’t consider before speaking to you, and you’re more likely to win their trust.”

True

False

Which of the following steps are important to remember when you’re testing ideas in a test portal?

Make sure your client has time to review everything and give you feedback.

Make sure your UX designer has time to review everything and give you feedback.

Make sure your client’s team has time to review everything and give you feedback.

All of the above

Which of the following is a best practice for the post-migration assessment and analysis phase?

Checking to make sure that modules are user-friendly for marketers

Making sure that modules are user-friendly for front-end developers only, so that marketers don’t accidentally damage the website

Making sure that modules are avoided entirely, and that all code is appropriately commented to make it easy for developers to make changes later

Checking to make sure that you have deleted/removed all old integrations to avoid confusion

Which of the following is a best practice in the CMS migration launch phase?

Determine any SEO limitations with the DNS and turn off the DNS

Verify all redirects, files, and tags

Remove temporary website blocks from pre-migration stage, such as robots.txt (where applicable).

Select a low traffic time window for launch

B, C, and D are best practices in the CMS migration launch phase

None of these are best practices in the launch phase, but only in the post-migration phase.

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