Contextual Marketing Answers
Contextual marketing training and certification using COS and Smart Content features.
How Can Contextual Marketing Help To Make Your Website More Accessible For Your Visitors?
It can’t – contextual marketing should be limited to your targeted emails and not placed on your website.
It will generate an individual navigation menu for each visitor.
You can add in personalization tokens to help guide the visitor through each page.
You can offer the visitor relevant content upfront instead of making them search for it.
How can contextual marketing help to make your website more accessible for your users?
It can’t – contextual marketing should be limited to your targeted emails and not placed on your website.
It will generate an individual navigation menu for each user.
You can add in personalization tokens to help guide the user through each page.
You can offer the user relevant content up front instead of making them search for it.
True or false? You can use custom contact properties you've created for forms as personalization tokens.
Your colleague Shane wants to add contextual marketing to all of your company’s landing pages by the end of this month. You respond by telling Shane that this isn’t a recommended approach because:
It's easy to get overwhelmed and best to start small in your efforts.
Some content offers are for first-time visitors which means the landing page can’t use contextual marketing.
Your users will be confused by having different options on each landing page.
It's only possible to personalize one section of the website at a time.
It’s time for your monthly website performance review. Your colleague Jana has pulled the numbers and finds that your homepage has a 70% bounce rate. Is this a good rate?
Yes. A high rate is good because that means the users are ‘bouncing’ from page to page.
Yes. A high rate is good because that means the users are ‘bouncing’ from top-to-bottom to view the entire page.
No. A low rate is good because that means the users are not ‘bouncing’ off of your website after arriving on a single page.
No. A low rate is good because that means the users are not ‘bouncing’ around and reading the content on the page instead.
True or false? Holding interviews with your colleagues and boss is an action to take when redesigning the user experience.
Your colleague Jana wants to add contextual marketing to your organization’s homepage. She wants to target your company’s top buyer persona “Copywriter Charles.” What would you suggest for Jana to do next in planning a contextual marketing strategy?
Determine her method for segmenting the homepage visitors.
Map out the CTA conversion path for all CTAs on the homepage.
Draft the content to be shown to “Copywriter Charles.”
Decide what type of smart content (CTA, form,text or HTML) to add to the homepage.
Your customer Nina is returning to your website. Which messaging option would be the most helpful to Nina?
“Hi Nina! Ready for a demo with our team?”
“Need some help, Nina? Click to contact our support team.”
“Request a free trial here.”
“Welcome back! Check out our latest blog post.”
True or false? A personalization token has a default value set automatically.
How does contextual marketing help you create a good user experience?
The newness of the technology is appealing to the user.
It delivers content that is relevant in relation to the user's needs.
It helps users find your website through their online searches.
It can help you maintain consistency across your website.
How can you avoid confusing or frightening your users when creating contextual marketing?
A) Make your content as friendly as possible.
B) Don't surprise your users with personalization tokens where they don't expect them.
C) Don't worry about it - over time, internet users will get used to seeing their information.
D) Don't use generic dynamic content - make sure that the information is personal.
True or false? Dynamic content consists of entirely randomized content.
Which of the following is NOT a way that contextual marketing can help to increase conversion rates?
A) It delivers offers that are relevant to the user's needs.
B) It delivers offers that align with the correct stage of the user's buyer's journey.
C) It delivers offers that are more easily found in search engine results.
D) It delivers offers that are new for the user.
Which lifecycle stage should the default website content be geared towards?
B) Marketing Qualified Lead
E) Sales Qualified Lead
Contextual marketing is used in which stage of the Inbound Methodology?
E) All of the stages
How does contextual marketing help you create a good user experience?
A) The newness of the technology is appealing to the user.
B) It delivers content that is relevant in relation to the user's needs.
C) It helps users find your website through their online searches.
D) It can help you maintain consistency across your website.
True or false? You want to promote a new content offer to customers that visit your Services page. This can be accomplished using smart content.
The most important purpose of a website with a good user experience is:
A) To help its users accomplish their goals
B) To be as visually streamlined as possible
C) To be visually appealing to its users
D) To ensure that its users smile
Which of the following is NOT one of the characteristics a website must have in order to create a good user experience?
How can you ensure that the content on your website will be helpful for your users?
A) It is optimized for search engines.
B) It can be shared easily on social media.
C) It contains keywords.
D) It is engaging.
E) It aligns with the buyer's journey.
How many common user questions should each page attempt to answer at one time?
A) Five - make sure to answer who, what, when, where and why questions on each page.
B) One - keep each page clear and focused.
C) As many answers as you can fit onto the page.
D) None - your site pages should direct users to landing pages with the answers.
At which stage of the Buyer's Journey is a user most likely to be if she is spending time on your products page?
A) Marketing Qualified Lead
B) Sales Qualified Lead
Which of the following is NOT a reason to have consistency from page-to-page?
A) Consistency helps the flow of your website.
B) Your website shouldn't make users do extra work to understand the content between pages.
C) According to the "mere-exposure effect" study, humans like familiarity.
D) Consistency is one of the primary factors for increasing the conversion rate.
You offer a free trial on your products page. Which of the following would be appropriate wording for the same offer on your blog CTA?
A) "Free trial" - keep your wording the same.
B) "Try our product" - a user on your blog needs different language than a user on your products page
C) Learn more" - intrigue people to click on the offer.
D) "Free demo" - different language can appeal to your different buyer personas.
When designing your navigation, your primary objective should be to include keywords for search engines.
Where do you want to place a navigation menu?
A) At the top of the homepage and only in the footer on all other pages.
B) Just at the top of each website page.
C) Just in the footer of each website page.
D) Above the fold and in the footer of each website page.
What are the two types of main navigation menu structure?
A) Horizontal and vertical
B) Latitudinal and longitudinal
C) Flat and deep
D) Lateral and centralized
In order to create a good user experience, simplicity is an important consideration for the website's appeal.
What do you learn from a content audit?
A) How each piece of content is mapped to the buyer's journey.
B) How many inbound links you're getting to each piece of content.
C) How many customers each piece of content is generating.
D) What your click-through rate is for each offer on your site.
Why is a content audit useful?
A) It shows you where the holes in your content are.
B) It shows you how many conversions you're getting.
C) It shows you how authoritative your site is.
D) It shows you how qualified your leads are.
Which is NOT a reason to do usability testing?
A) It allows you to see which of your users are more qualified than others.
B) It allows you to see how your typical users use your website.
C) It allows you to see where the holes are on your website.
D) It allows you to see what questions people have.
What kind of users do you want to recruit for usability testing?
A) Both customers and noncustomers. A mix of the two emulates your current website traffic to make a good usability test.
B) Non-customers that have visited your website before. This user segment is the most important since they are near the end of their buyer's journey.
C) Employees only. They understand your content so you won't have to waste time explaining important since they are near the end of their buyer's journey.
D) Customers only. If you know what they like, you can make the best experience for everyone.
How can you ensure that you're recruiting the right users for usability testing?
A) Do an in-person interview with each user first.
B) Ask the users to fill out a screener form.
C) Get your users from a purchased list of industry verticals.
D) Ask the users to categorize themselves into your buyer personas.
Your boss, Sam, has approved for you to conduct a usability test on your company's website. Your next step is to design the test. All of the following are important for the test's success EXCEPT:
A) That the test only asks users to do one task.
B) That the test is designed around a common problem or question that your users have.
C) That the test asks users to accomplish a series of tasks.
D) That the test is designed with the criteria for a good user experience in mind.
Which is NOT a way to ensure that the results from usability testing are consistently reliable?
A) Record all tests so that you don't have to rely on memory.
B) Coach your users during testing so that they get to the right end goal.
C) Use a script to ensure that your questions stay the same.
D) Don't hint at or imply that there is a right or wrong answer.
Jana has offered to conduct a card-sort to help with user testing for your company's new website. What is Jana hoping to determine with a card-sort?
A) Your site's layout.
B) The elements in your site's footer.
C) Your site's navigation.
D) Your site's style.
How can you ensure that your website stays visually consistent?
A) Create a stylesheet.
B) Create a style guide.
C) Leave it in the hands of your designer.
D) You shouldn't - each page should have a different style.
True or false? You can use personalization tokens in email subject lines.
How do personalization tokens differ from smart text created in ?
A) Personalization tokens don't require segmentation to use them.
B) Personalization tokens are not indexed by search engines.
C) Personalization tokens are indexed by search engines.
D) Personalization tokens don't connect to the Contacts database.
What are two main reasons to use personalization?
A) To progress users to the next stage in their buyer's journey and communicate specifics.
B) To convert leads into customers and drive engagement.
C) To drive engagement and communicate specifics.
Your marketing director at ABC Marketing Agency would like to set up an email campaign that will use personalization to reference a lead's recent conversion. Is this possible?
A) No, this is not something you can personalize.
B) Yes, when the recent conversion was in an email.
C) Yes, but only if the lead has visited your website "recently" (past 3 months).
D) Yes, this is possible for leads.
You're trying to build out a contextual marketing strategy at your company, but your boss is not seeing the value of it. How do you explain the benefit of personalization?
A) Personalization is important for our larger contextual marketing strategy because it allows us to focus on an individual.
B) If we use personalization, we'll save money on paid advertising.
C) By using personalization, we won't have to create any new content because the user will always see fresh information.
D) Personalization is important for our SEO strategy because it will help our content rank higher in search engine results.
Your colleague Jana would like to add a personalization token to a landing page that offers "10 Tips to Generate More Leads." She would like to add the Company Name property in order to connect with the user, showing that this ebook would be helpful to the individual's company. How would you respond to Jana?
A) "It's a good idea, but personalization tokens can't be added to a landing page."
B) "Good idea. Let's make sure that our forms have been collecting 'company name' so the personalization token will be effective."
C) "Good idea. Let's create a buyer persona segment so our buyer persona will see the personalized field."
D) "Sounds like a good idea. But 'company name' isn't personal enough. Let's use 'first name' instead."
Sam, your boss at ABC Marketing Agency, wants users to feel more connected to your company. Sam suggests: "Add a personalization token to the homepage that says 'Welcome, first name.' I know that we need personalized content." How would you respond to Sam's request?
A) "We might add it. Let's figure out how the personalized homepage adds value to the user's experience on our website."
B) "We should add it because big companies like Amazon and Netflix have it."
C) "We shouldn't add it because users won't be comfortable seeing their name on our webpage."
D) "We can't add it. Too much traffic is comprised of unknown visitors."
When a visitor's location cannot be determined, which of the following rules is displayed?
A) Your account's default country setting.
B) The default content with no smart rules.
C) The country smart rule that is closest to their approximate location.
D) The first country smart rule that you created.
When segmenting by lifecycle stage, what is the first thing to decide?
A) Decide what qualifies a user for being in each lifecycle stage.
B) Decide what existing content maps to each lifecycle stage.
C) Create default content to use for each lifecycle stage.
D) Create smart lists to label contacts as those lifecycle stages.
Fill in the blank: Lifecycle stages allow you to categorize your users by _______.
A) how far along in their decision-making process they are
B) how many times they have spoken with your sales team
C) how many website pages they have viewed
D) how much time it will take to close a sale
The ABC Marketing Agency has become an international business and you now need a Portuguese version of your website as soon as possible. Your boss Sam asks you to create the second website using smart content. Why is this not the best approach?
A) Because search engines will index both languages resulting in confusing search results.
B) Because search engines won't see the Portuguese content.
C) Because you can't target more than one language at a time.
D) Because you can't apply smart content to change the form language on your landing pages.
Your colleague Jana is building a campaign around the longtail keyword "landing page optimization services," which is a service your company provides. What kind of segmentation should you use to add contextual marketing in order to help Jana have more of an impact on visitors?
A) Segmentation by lifecycle stage
B) Segmentation by organic search
C) Segmentation by buyer persona
D) Segmentation by paid campaign
How is the geography of a visitor on your website determined?
A) Smart list
B) IP address
C) Source code
D) Referral source
All of the following are ways to improve the mobile experience for a website visitor EXCEPT:
A) Hide any pop-up elements such as chat panes and slide-in CTAs.
B) Add more links to keep the visitor engaged.
C) Create a shorter version of your forms.
D) Add your phone number as a click-to-call link on the homepage.
True or false? "Other campaigns" is a segmentation option used to manually segment contacts.
True or false? Embedded content or HTML content can be shown exclusively to desktop users.
True or false? When segmenting by buyer persona, focus on your newest persona first.
True or false? You must set up a smart list in order to segment users by country.
You are evaluating the bounce rate of your overall website traffic and find that users with a social media referral source have a higher bounce rate. Which user experience principle will make your content more aligned with what they are looking for?
A) Accessibility. Send the users to a more relevant page.
B) Accessibility. Use two smart rules.
C) Consistency. Show a shorter form of your content.
D) Consistency. Show more images in your content.
An automated email that you send has a high click-through rate, but the landing page that it promotes has a low conversion rate. Which element would benefit most from contextual marketing?
A) A personalization token on the landing page that displays the first name of visitors who come from the email.
B) A personalized subject line in the email.
C) A smart CTA in the email to show different wording to visitors.
D) A smart form on the landing page to ask different questions of visitors who come from the email.
True or false? You can display content variations to mobile, tablet or desktop users.
When using the context of a user's mobile device type, which landing page element should be first evaluated for adding contextual marketing?
A) The questions on the form
B) The landing page copy
C) The image
D) The redirect page
The language of the user's choice is set by:
A) Their browser.
B) Their first form submission.
C) Their contact record.
D) Their choice on your homepage.
Your colleague Jana wants to add contextual marketing to your organization's homepage. She wants to target your company's top buyer persona "Copywriter Charles." What would you suggest for Jana to decide upon next in planning a contextual marketing strategy?
A) Draft the content to be shown to "Copywriter Charles."
B) Her method for segmenting the homepage visitors.
C) What type (CTA, form or text) of smart content to add to the homepage.
D) Map out the CTA conversion path for all CTAs geared towards "Copywriter Charles."
Default content should be optimized for which group above all?
A) The highest-valued persona.
B) Search engines.
C) First time visitors.
D) The segment that you are targeting.
True or false? Smart Content Insights help you decide on the targeted segment on a smart form.
True or false? Most contextual marketing strategies are well-suited for refining the default content to align with a particular user segment's needs.
In order to begin with contextual marketing, you should determine the opportunities. Where should you start?
A) Emails, since they are already targeted when you send them.
B) Low traffic website pages, since there's more to gain because of the low traffic.
C) Blog posts, since they are viewed by all of the different lifecycle stages.
True or false? You should start creating a contextual marketing strategy by targeting your buyer personas.
Your colleague Jana imported contacts collected from a recent trade show and is planning to send the contacts an email. In adding contextual marketing to the email, Smart Content Insights show that 98% of the email recipients have an offline source. What does this mean?
A) It means that since the contacts came from a trade show, the referral source is unknown.
B) It means that since the contacts were imported, referral source is not a good approach to segmentation for the email.
C) It means that since Jana was not connected to the internet while importing the contacts, the data is incomplete.
In evaluating your company's blog posts from the past quarter, your boss Sam has identified that the post called "The Top 3 Ways to Improve Your Marketing" as being a top-performing post. Sam wants to add contextual marketing to show different 'ways to improve your marketing' to different blog readers based on their lifecycle stage. Is this a good approach?
A) "Yes. There are all different lifecycle stages reading the blog, so we can maximize our readership."
B) "Yes. We can change the content for our blog readers, but need to determine if lifecycle stage is the best segment."
C) "No. We cannot change the blog content because it is confusing to RSS readers."
D) "No. Search engines would only see the same content as the lead lifecycle stage."
Your colleague wants you to add contextual marketing to the landing page called "50 Copywriting Mistakes to Avoid Checklist." Which of the following is not an important factor to investigate before adding contextual marketing to the landing page?
A) The referral source of the users that visit the landing page.
B) The buyer's journey stage of the users that submit the form.
C) The lifecycle stage of the users that visit the landing page.
D) The submission rate prior to adding contextual marketing.
Why is it important to map out the conversion path of a smart CTA for each segment?
A) To ensure you know where you're sending each segment.
B) To ensure that you're sending each segment to a different page.
C) To ensure that you're sending each segment to the right stage in the buyer's journey.
D) To ensure that you're sending each segment to the page with the user's preferred
You begin to optimize your website content for search engines and visitors alike. Which stage of the buyer's journey should this content be for?
A) The Awareness Stage
B) The Consideration Stage
C) The Decision Stage
D) All stages because all types of buyers visit your website.
In order to successfully use personalization, you need to review your contacts database and ensure all of the following EXCEPT:
A) The information is current.
B) You have the information needed to be able to personalize.
C) The information is accurate.
D) Personalization has been enabled for the properties you're using.
True or false? Personalization tokens work for first-time visitors for know things like their country location.
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