HubSpot Contextual Marketing Assessment Answers

With contextual marketing, you can personalize your website to the people who are most important to your business. In the Contextual Marketing certification course, you'll learn how to create a website experience tailored to your visitors’ needs and preferences. You will need HubSpot Marketing Hub Professional or Enterprise in order to complete the practical exercises and earn your certification. The content in this certification is closely tied to who your contacts are and how they're segmented. To get the most out of this course, you should have at least 500 contacts in your HubSpot CRM and should feel comfortable with lead segmentation strategies. You should also have clearly developed buyer personas and content tailored to each stage of the buyer's journey.

  1. All of the following are ways to improve the mobile experience for a website visitor EXCEPT:
  2. 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?
  3. At which stage of the Buyer’s Journey is a user most likely to be if she is spending time on your products page?
  4. Contextual marketing is used in which stage of the Inbound Methodology?
  5. Default content should be optimized for which group above all?
  6. Fill in the blank: Lifecycle stages allow you to categorize your users by _______.
  7. How can contextual marketing help to make your website more accessible for your visitors?
  8. How can you avoid confusing or frightening your visitors when creating contextual marketing?
  9. How can you ensure that the content on your website will be helpful for your users?
  10. How can you ensure that your website stays visually consistent?
  11. How can you ensure that you’re recruiting the right users for usability testing?
  12. How do personalization tokens differ from smart text created in HubSpot?
  13. How does contextual marketing help you create a good user experience?
  14. How is the geography of a visitor on your website determined?
  15. How many common user questions should each page attempt to answer at one time?
  16. 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?
  17. In order to begin with contextual marketing, you should determine the opportunities. Where should you start?
  18. In order to create a good user experience, simplicity is an important consideration for the website’s appeal.
  19. In order to successfully use personalization, you need to review your contacts database and ensure all of the following EXCEPT:
  20. 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?
  21. 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?
  22. 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?
  23. 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?
  24. The language of the user’s choice is set by:
  25. The most important purpose of a website with a good user experience is:
  26. True or false? A personalization token has a default value set automatically.
  27. True or false? Dynamic content consists of entirely randomized content.
  28. True or false? Holding interviews with your colleagues and boss is an action to take when redesigning the user experience.
  29. True or false? Most contextual marketing strategies are well-suited for refining the default content to align with a particular user segment’s needs.
  30. True or false? Personalization tokens work for first-time visitors for known things like their country location.
  31. True or false? When segmenting by buyer persona, focus on your newest persona first.
  32. True or false? You can display content variations to mobile, tablet or desktop users.
  33. True or false? You can use custom contact properties you’ve created for forms as personalization tokens.
  34. True or false? You can use personalization tokens in email subject lines.
  35. True or false? You must set up a smart list in order to segment users by country.
  36. True or false? You should always start creating a contextual marketing strategy by targeting your buyer personas.
  37. 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.
  38. True or false? “Other campaigns” is a segmentation option used to manually segment contacts.
  39. What are the two types of main navigation menu structure?
  40. What are two main reasons to use personalization?
  41. What do you learn from a content audit?
  42. What kind of users do you want to recruit for usability testing?
  43. When a visitor’s location cannot be determined, which of the following rules is displayed?
  44. When designing your navigation, your primary objective should be to include keywords for search engines.
  45. When segmenting by lifecycle stage, what is the first thing to decide?
  46. When using the context of a user’s mobile device type, which landing page element should be first evaluated for adding contextual marketing?
  47. Where do you want to place a navigation menu?
  48. Which is NOT a reason to do usability testing?
  49. Which is NOT a way to ensure that the results from usability testing are consistently reliable?
  50. Which lifecycle stage should the default website content be geared towards?
  51. Which of the following is NOT a reason to have consistency from page-to-page?
  52. Which of the following is NOT a way that contextual marketing can help to increase conversion rates?
  53. Which of the following is NOT one of the characteristics a website must have in order to create a good user experience?
  54. Why is a content audit useful?
  55. Why is it important to map out the conversion path of a smart CTA for each segment?
  56. 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 help to keep social media visitors engaged on your website?
  57. 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?
  58. 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?
  59. 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:
  60. 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?
  61. 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?
  62. 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?
  63. 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:
  64. 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?
  65. Your customer Nina is returning to your website. Which messaging option would be the most helpful to Nina?
  66. 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?
  67. 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?

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