Sam, your boss at ABC Marketing Agency, wants users to feel more connected to your company. Sam suggests: “Add a personalization token to the home page that says ‘Welcome, first name.’ I know that we need personalized content.” How would you respond to Sam’s request?

  • “We should add it because big companies like Amazon and Netflix have it.”
  • “We might add it. Let’s figure out how the personalized home page adds value to the visitor’s experience on our website.”
  • “We can’t add it. Too much traffic is comprised of unknown visitors.”
  • “We shouldn’t add it because visitors won’t be comfortable seeing their name on our home page.”

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?

  • Personalization is important for our larger contextual marketing strategy because it allows us to focus on an individual.
  • By using personalization, we won’t have to create any new content because the user will always see fresh information.
  • Personalization is important for our SEO strategy because it will help our content rank higher in search engine results.
  • If we use personalization, we’ll save money on paid advertising.

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.