6311 - Final Exam Thorough Review

Insights and Research {Ans: Use social channels as a way to obtain customer insights and market research}CRO Tools/Techniques {Ans: Optimizely: It is designed to provide a robust set of tools to run tests across applications, digital channels, device types etc VWO: provides A/B testing capabilities that easily integrates with other platforms Google Optimize: For smaller and medium business.}Business goals for using online video {Ans: - Communication - Sales - Lead Generation - Customer Service - Promotion}CRO - Landing Pages {Ans: Within the landing page, the marketer can test several attributes including: - Heading: This copy which might also be overlaid on an image can serve a few different purposes such as reaffirming the topic or purpose of the page or intriguing the customer to dive deeper into the content on the landing page - Copy: The copy on the landing page should be helping the consumer find the information they need, as well as enticing them to take action - Call to Action: The marketer needs to think about the different types of versions of CTAs, the language used, button sizing, button color, etc - Color: Typically, CTA buttons are made in a contrasting color, relative