Deck 12: Capturing and Keeping an Audience

Question 1

According to many studies, the cost of acquiring new customers can be six to eight times the cost of keeping an existing customer.

Answer 1

True

Question 2

There is no value in a site visitor who returns multiple times if he or she is not generating revenue for the site.

Answer 2

False

Question 3

Repeat site visits will help to build consumer confidence and trust and will ultimately lead to increased sales.

Answer 3

True

Question 4

B2B sites usually require human contact in order to initiate a sale.

Question 5

Every site will rely on the same measurements no matter the target market or the products being sold.

Question 6

Younger consumers are likely to require more site visits than older consumers in order to perform more in-depth research.

Question 7

Once an initial purchase has been made, future site visits will encourage future sales, with little outside marketing expense on the part of the marketer.

Question 8

The keys to increasing brand loyalty on the Web are different online than they are offline.

Question 9

The features that contribute to saving the customer time and money and improving the overall shopping experience rank highest among shoppers in terms of heightening site loyalty.

Question 10

While features affecting the site's functionality are integral to building loyalty, internal tools and policies can also contribute to high customer loyalty.

Question 11

Attractive design gives users a sense that the site is established and professional, and that a solid, legitimate company is behind it.

Question 12

Poorly designed sites still give customers an understanding of the brand and instill the sense of security that an established corporate entity is behind the site.

Question 13

Very often, surveys are used by marketers to improve a site or gain an understanding of new features and content that should be added.

Question 14

Survey results are aggregated offline for the benefit of the marketer and are usually posted online.

Question 15

Contests can be a strong tool for bringing new users to a site, luring them in with the possibility of winning cash or prizes.

Question 16

Offering a points-based loyalty program is generally enough to encourage a user to return.

Question 17

Points-based programs are notoriously difficult to understand, and they often have fine-print which severely limits how users spend their points.

Question 18

Gift cards from select retailers are popular with loyalty programs as they can be used to purchase anything at a given specialty retailer.

Question 19

Loyalty programs are always between the brand and the consumer.

Question 20

Users are likely to return to a site where they have a wish list because the initial intent in creating the list was to purchase those items at some point in the future.

Question 21

Items on a wish list must be purchased by the individual that compiles the list.

Question 22

Keeping a customer coming back to a site may be significantly more expensive than the cost of new customer acquisition.

Question 23

Marketing to existing customers is always the same as the more general marketing done to drive new audiences to a Web site.

Question 24

E-mail blasts are especially cost-effective and powerful for directly reaching existing customers.

Question 25

Providing coupons or limited-time sale announcements to lure consumers back is generally not effective.

Question 26

____ refers to the proportion of customers that discontinue a service or their association with a brand during a given time period.

A) Burn rate
B) Churn rate
C) Bounce rate
D) Conversion rate

Question 27

According to a 2008 report by the Chief Marketing Officer (CMO) Counsel, nearly a third of all companies have a churn rate over ____%.

A) 10
B) 15
C) 20
D) 25

Question 28

____ is the number of days that pass from the day a user first comes to the site to when he or she finally makes a purchase.

A) Days to convert
B) Days to promote
C) Days to purchase
D) Days to engage

Question 29

____ is the number of visits a user makes to a site before he or she makes a purchase.

A) Clicks to purchase
B) Visits to purchase
C) Days to purchase
D) Engagements to purchase

Question 30

Marketers need to make sure that the retention techniques they put in place speak directly to their core ____ to ensure that the most possible people within their target market come back regularly.

A) customers
B) clients
C) components
D) demographic

Question 31

The Web site feature that ranks highest among shoppers in terms of heightening site loyalty is ____.

A) saving money
B) free shipping
C) customer service
D) ease of shopping

Question 32

The Web site feature that ranks lowest among shoppers in terms of heightening site loyalty is ____.

A) saving money
B) free shipping
C) customer service
D) ease of shopping

Question 33

The tools and policies encouraging return visits that rank the highest among shoppers is/are ____.

A) privacy policies
B) how to guides
C) free or flat shipping
D) in-store pickup

Question 34

The tools and policies encouraging return visits that rank the lowest among shoppers is/are ____.

A) privacy policies
B) how to guides
C) free or flat shipping
D) in-store pickup

Question 35

Encouraging a visitor to return to a site begins with the ____ of the site.

A) look and feel
B) design and organization
C) colors
D) layout

Question 36

Media/Informational sites should be updated ____ at a minimum.

A) daily
B) daily or weekly
C) monthly
D) quarterly

Question 37

E-commerce sites with a large selection should be updated ____ at a minimum.

A) daily
B) daily or weekly
C) monthly
D) quarterly

Question 38

B2B sites for a small company should be updated ____ at a minimum.

A) daily
B) daily or weekly
C) monthly
D) quarterly

Question 39

____ are meant to be an ongoing stream of thought by a single publisher or organization.

A) Websites
B) Discussion boards
C) Blogs
D) Wikis

Question 40

Voting, polls, and ____ give users the opportunity to participate in a site and have their voices heard.

A) blogs
B) Wikis
C) surveys
D) coupons

Question 41

____ are usually single questions, asked in multiple-choice style.

A) Blogs
B) Wikis
C) Surveys
D) Polls

Question 42

Online ____ typically ask users a series of questions about themselves, their opinions on a specific topic, or even their feelings about the Web site itself.

A) surveys
B) forums
C) blogs
D) Wikis

Question 43

____ on a Web site provide a glimpse into the mindset of an audience.

A) Loyalty programs
B) Polls and surveys
C) Wikis
D) Blogs

Question 44

____ provide ongoing incentives for visitors to return to a site often and engage in certain activities.

A) Loyalty programs
B) Brand programs
C) Marketing programs
D) Return programs

Question 45

____ award a designated number of points to consumers with each purchase, usually based on the total purchase amount.

A) Conversion programs
B) Purchase programs
C) Points-based systems
D) Incentive systems

Question 46

According to a report by DoubleClick, ____% of all frequent online shoppers belong to two or more points-based loyalty programs.

A) 55
B) 60
C) 65
D) 70

Question 47

A "____" program is an incentive to the retail salesperson for products sold.

A) selling
B) spiff
C) bargain
D) churning

Question 48

____ programs have been very successful for manufacturers, especially during times of depressed economic times.

A) Incentive
B) Reward
C) Loyalty
D) Engagement

Question 49

____ allow consumers who are not quite ready to make a purchase to keep track of the items and merchandise that they like and may consider purchasing in the future.

A) Wish lists
B) Master lists
C) Preference lists
D) Shopping lists

Question 50

Because databases can record what each shopper has purchased and searched for, ____ can provide customer-specific offerings with coupons or promotional pricing on products the marketer already knows that customer will be interested in.

A) mass mailings
B) direct mailings
C) forum postings
D) e-mail blasts