Digital Mktg & Web Analytics > Week 3: WEB DESIGN > Flashcards

Week 3: WEB DESIGN Flashcards

(48 cards)

Study These Flashcards
1
Q

According to Adobe’s State of Create report, ____% of people will not purcase from a brand if its website is poorly designed.

A

46

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2
Q

What is the ultimate goal of any web design decision?

A

To drive conversions

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3
Q

What does it mean for a visitor to take a desired action that aligns with the website’s goals?

A

A conversion

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4
Q

What are some of the different types of websites in which “desired actions” could take place?

A

E-commerce, lead generation, content, service sites

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5
Q

Making purchases, adding an item to a cart, completing a checkout could occur on what type of website?

A

E-commerce

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6
Q

Filling out a contact form, requesting a quote, signing up for a newsletter could take place on what type of website?

A

Lead generation

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7
Q

Subscribing, watching a video, downloading a resource, and/or creating an account could take place on what type of website?

A

Content/media sites

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8
Q

Booking a consultation could occur on what type of website?

A

Service

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9
Q

What is the formula for calculating conversions?

A

conversion rate = (# of conversions/total visitors) x 100

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10
Q

Design for usability, conversion-centered design, 3 questions (“above the fold”), customer segments, and mobile first are what?

A

Principles of good design

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11
Q

The best set of web design principles is the one that helps you produce _______.

A

your best work

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12
Q

Don’t Make Me Think: A Common Sense Approach to Web Usability– a poopular book by ____________ that is about one popular system of web design principles.

A

Steve Krug

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13
Q

How to make a website maximally usable?

A

Follow website conventions, create effective visual hierarchies, break pages up into clearly defined areas, and make it obvious what’s clickable

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14
Q

_______ is: what is the action you would like potential customers to take? Does everything on the page point to this action? In other words, is there a single call to action (CTA) that attracts users’ attention.

A

Attention

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15
Q

_______ is: is it a clear quick scan of the webpage what the webpage is about? Does the user know what will happen once he or she clicks a link?

A

Clarity

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16
Q

______ is: do all the words on the webpage encourage the conversion or do some words distract potential customers from the desired behavior?

A

Congruence

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17
Q

______ is: do potential customers have ample reason to believe you can deliver on your promises?

A

credibility

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18
Q

______ is: use positive messaging close to the desired click region. Negative words can sometimes inhibit clicking.

A

Closing

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19
Q

_______ is: once you’ve obtained conversion, does the customer know that they’ve completed intended action and are they being encourged to begin the next conversion?

A

Continuance

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20
Q

What are the 3 Questions?

Study These Flashcards
A

What are you offering? Why should I pick you? What do you want me to do next?

21
Q

A webpage is most likely to convert if it provides clear answers to the _____________ easily found above the fold.

22
Q

The value of the ______ _______ _______ _______ lies in the thoroughness of the checklist.

Study These Flashcards
A

conversion centered design framework

23
Q

_______ should appeal to a variety of customers.

24
Q

Some dimensions of _______ are search versus category navigation, browse versus direced shopping, product category.=, new versus returning customer, preference for online versus in-store shopping, etc.

25
What is a fictional person meant to represent a segment of customers?
A persona
26
When making a design decision, a web designer can consider whether the website content would appeal to this ______.
persona
27
A useful exercise when designing a website for various customer segments is to create _______.
personas
28
Websites should be designed primarily for ____________ and adapted to larger screens rather than the other way around.
mobile screens
29
_______ _______ has overtaken desktop traffic in volume.
mobile traffic
30
Mobile-optimized websites avoid these pitfalls, typically by employing what?
responsive web design (RWD)
31
____ means creating a website that automatically adjusts its layout, content, and functionality to fit any screen size or device-- whether its a desktop computer, tablet, or smartphone.
RWD
32
Page elements (text, images, videos, navigation) resize and rearrange based on the screen size... this is called:
flexible layouts
33
Instead of fixed pixel widths, the site used percentages so elements adapt proportionally... this is called?
fluid grids
34
Pictures shrink or grow so they don't overflow or become too tiny... this is called?
scalable images
35
Buttons, menus, and forms are large enough to tap easily on a touchscreen device... this is called?
touch-friendly design
36
No need for zooming or horizontal scrolling-- everything is readable and accessible on smaller screens... this is called:
consistent user experience
37
Once a website has been created, it should be continually changed to improve its performance. This is called?
Principles of Good Web Design
38
Changes to a website based on data should utilize ___________ to ensure top performance of the site.
A/B testing
39
____________ is one of the best conversion rate optimization strategies.
A/B testing
40
_____ typically involves generating ideas for elements on your site or app that can be improved and then validating those hypothese through A/B testing.
Conversion Rate Optimization (CRO)
41
What allows you to test variations of some element of a campaign, like the location of the search bar or color?
A/B testing
42
The website should engage in constant _____ through non-stop _______ to constantly improve your website.
CRO, A/B testing
43
________ should help users get to the action you want them to take quickly, with minimal effort and no confusion.
Navigation
44
More important than the aesthetics of the navigation menu is the content of the navigation menu-- it should...?
tell a story of the website and what it is selling
45
What is a large image, often containing a call-to-action button, that is shown at the top of the website, under the navigation bar?
Hero Image
46
What are the four rules/guidlines for a hero image?
1. high resolution & enticing 2. simple text and CTA 3. utilize A/B testing for selecting & refining 4. must display well on desktop & mobile
47
What is a symbol, icon, image, or small statement communicating to the user that the site is legitimate?
trust symbols
48
Webpages should be created with a ____ _____ in mind, so they often include a key button with a CTA.
goal conversion
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