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Updated HubSpot Contextual Marketing Certification Questions & Answers:
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How does contextual marketing help you create a good user experience?
- It can help you maintain consistency across your website.
- The newness of the technology is appealing to the user.
- It delivers content that is relevant in relation to the user’s needs.
- It helps users find your website through their online searches.
True or false? Dynamic content consists of entirely randomized content.
- True
- False
- It’s easy to get overwhelmed and best to start small in your efforts.
- Some content offers are for first-time visitors which means the landing page can’t use contextual marketing.
- It’s only possible to personalize one section of the website at a time.
- Your users will be confused by having different options on each landing page.
How can contextual marketing help to make your website more accessible for your users?
- It can’t – contextual marketing should be limited to your targeted emails and not placed on your website.
- It will generate an individual navigation menu for each user.
- You can add in personalization tokens to help guide the user through each page.
- You can offer the user relevant content up front instead of making them search for it.
- The Awareness Stage
- The Consideration Stage
- The Decision Stage
- All stages because all types of buyers visit your website.
- “Welcome back! Check out our latest blog post.”
- “Hi Nina! Ready for a demo with our team?”
- “Need some help, Nina? Click to contact our support team.”
- “Request a free trial here.”
How can you avoid confusing or frightening your users when creating contextual marketing?
- Don’t surprise your users with personalization tokens where they don’t expect them.
- Don’t use generic dynamic content – make sure that the information is personal.
- Make your content as friendly as possible.
- Don’t worry about it – over time, internet users will get used to seeing their information.
- True
- False
The most important purpose of a website with a good user experience is:
- To be visually appealing to its users
- To ensure that its users smile
- To help its users accomplish their goals
- To be as visually streamlined as possible
How can you ensure that the content on your website will be helpful for your users?
- It is engaging.
- It can be shared easily on social media.
- It contains keywords.
- It aligns with the buyer’s journey.
- It is optimized for search engines.
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How many common user questions should each page attempt to answer at one time?
- None – your site pages should direct users to landing pages with the answers.
- One – keep each page clear and focused.
- As many answers as you can fit onto the page.
- Five – make sure to answer who, what, when, where and why questions on each page.
- Consideration
- Marketing Qualified Lead
- Sales Qualified Lead
- Decision
- Subscriber
Which of the following is NOT a reason to have consistency from page-to-page?
- According to the “mere-exposure effect” study, humans like familiarity.
- Your website shouldn’t make users do extra work to understand the content between pages.
- Consistency helps the flow of your website.
- Consistency is one of the primary factors for increasing the conversion rate.
- “Free trial” – keep your wording the same.
- “Free demo” – different language can appeal to your different buyer personas.
- “Learn more” – intrigue people to click on the offer.
- “Try our product” – a user on your blog needs different language than a user on your products page.
- True
- False
Where do you want to place a navigation menu?
- Just at the top of each website page.
- Just in the footer of each website page.
- Above the fold and in the footer of each website page.
- At the top of the homepage and only in the footer on all other pages.
What are the two types of main navigation menu structure?
- Lateral and centralized
- Flat and deep
- Horizontal and vertical
- Latitudinal and longitudinal
- True
- False
What do you learn from a content audit?
- How many customers each piece of content is generating.
- What your click-through rate is for each offer on your site.
- How many inbound links you’re getting to each piece of content.
- How each piece of content is mapped to the buyer’s journey.
Why is a content audit useful?
- It shows you how many conversions you’re getting.
- It shows you how qualified your leads are.
- It shows you where the holes in your content are.
- It shows you how authoritative your site is.
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Which is NOT a reason to do usability testing?
- It allows you to see how your typical users use your website.
- It allows you to see where the holes are on your website.
- It allows you to see which of your users are more qualified than others.
- It allows you to see what questions people have.
What kind of users do you want to recruit for usability testing?
- Employees only. They understand your content so you won’t have to waste time explaining the content during the usability test.
- Customers only. If you know what they like, you can make the best experience for everyone.
- Non-customers that have visited your website before. This user segment is the most important since they are near the end of their buyer’s journey.
- Both customers and noncustomers. A mix of the two emulates your current website traffic to make a good usability test.
How can you ensure that you’re recruiting the right users for usability testing?
- Ask the users to categorize themselves into your buyer personas.
- Do an in-person interview with each user first.
- Ask the users to fill out a screener form.
- Get your users from a purchased list of industry verticals.
- That the test only asks users to do one task.
- That the test is designed around a common problem or question that your users have.
- That the test is designed with the criteria for a good user experience in mind.
- That the test asks users to accomplish a series of tasks.
Which is NOT a way to ensure that the results from usability testing are consistently reliable?
- Don’t hint at or imply that there is a right or wrong answer.
- Coach your users during testing so that they get to the right end goal.
- Use a script to ensure that your questions stay the same.
- Record all tests so that you don’t have to rely on memory.
- Your site’s layout.
- The elements in your site’s footer.
- Your site’s navigation.
- Your site’s style.
How can you ensure that your website stays visually consistent?
- Create a stylesheet.
- Create a style guide.
- Leave it in the hands of your designer.
- You shouldn’t – each page should have a different style.
- 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.
- True
- False
- 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.
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How do personalization tokens differ from smart text created in HubSpot?
- Personalization tokens don’t connect to the Contacts database.
- Personalization tokens are indexed by search engines.
- Personalization tokens are not indexed by search engines.
- Personalization tokens don’t require segmentation to use them.
True or false? You can use personalization tokens in email subject lines.
- True
- False
- True
- False
- The information is current.
- You have the information needed to be able to personalize.
- The information is accurate.
- Personalization has been enabled for the properties you’re using.
What are two main reasons to use personalization?
- To convert leads into customers and to progress users to the next stage in their buyer’s journey.
- To drive engagement and communicate specifics.
- To convert leads into customers and drive engagement.
- To progress users to the next stage in their buyer’s journey and communicate specifics.
- “We should add it because big companies like Amazon and Netflix have it.”
- “We might add it. Let’s figure out how the personalized homepage adds value to the user’s experience on our website.”
- “We can’t add it. Too much traffic is comprised of unknown visitors.”
- “We shouldn’t add it because users won’t be comfortable seeing their name on our webpage.”
- Yes, this is possible for leads.
- No, this is not something you can personalize.
- Yes, but only if the lead has visited your website “recently” (past 3 months).
- Yes, when the recent conversion was in an email.
True or false? You must set up a smart list in order to segment users by country.
- True
- False
When segmenting by lifecycle stage, what is the first thing to decide?
- Decide what existing content maps to each lifecycle stage.
- Decide what qualifies a user for being in each lifecycle stage.
- Create default content to use for each lifecycle stage.
- Create smart lists to label contacts as those lifecycle stages.
True or false? When segmenting by buyer persona, focus on your newest persona first.
- True
- False
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Fill in the blank: Lifecycle stages allow you to categorize your users by _______.
- how far along in their decision-making process they are
- how many website pages they have viewed
- how many times they have spoken with your sales team
- how much time it will take to close a sale
How is the geography of a visitor on your website determined?
- Smart list
- Source code
- Referral source
- IP address
When a visitor’s location cannot be determined, which of the following rules is displayed?
- The first country smart rule that you created.
- The country smart rule that is closest to their approximate location.
- The default content with no smart rules.
- Your HubSpot account’s default country setting.
- Because you can’t target more than one language at a time.
- Because search engines won’t see the Portuguese content.
- Because you can’t apply smart content to change the form language on your landing pages.
- Because search engines will index both languages resulting in confusing search results.
True or false? You can display content variations to mobile, tablet or desktop users.
- True
- False
All of the following are ways to improve the mobile experience for a website visitor EXCEPT:
- Create a shorter version of your forms.
- Add your phone number as a click-to-call link on the homepage.
- Hide any pop-up elements such as chat panes and slide-in CTAs.
- Add more links to keep the visitor engaged.
- The image
- The landing page copy
- The questions on the form
- The redirect page
True or false? Embedded content or HTML content can be shown exclusively to desktop users.
- True
- False
The language of the user’s choice is set by:
- Their choice on your homepage.
- Their browser.
- Their contact record.
- Their first form submission.
- Consistency. Show more images in your content.
- Accessibility. Send the users to a more relevant page.
- Consistency. Show a shorter form of your content.
- Accessibility. Use two smart rules.
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- A personalized subject line in the email.
- A smart CTA in the email to show different wording to visitors.
- A smart form on the landing page to ask different questions of visitors who come from the email.
- A personalization token on the landing page that displays the first name of visitors who come from the email.
True or false? “Other campaigns” is a segmentation option used to manually segment contacts.
- True
- False
- True
- False
- Low traffic website pages, since there’s more to gain because of the low traffic.
- High traffic landing pages, since you’re getting many views on the pages.
- Emails, since they are already targeted when you send them.
- Blog posts, since they are viewed by all of the different lifecycle stages.
True or false? Smart Content Insights can help you decide on the targeted segment on a smart form.
- True
- False
Default content should be optimized for which group above all?
- The segment that you are targeting.
- The highest-valued persona.
- Search engines.
- First time visitors.
- True
- False
- True
- False
- Map out the CTA conversion path for all CTAs on the homepage.
- Determine her method for segmenting the homepage visitors.
- Decide what type of smart content (CTA, form,text or HTML) to add to the homepage.
- Draft the content to be shown to “Copywriter Charles.”
- It means that since the contacts came from a trade show, the referral source is unknown.
- It means that since the contacts were imported, referral source is not a good approach to segmentation for the email.
- It means that since Jana was not connected to the internet while importing the contacts, the data is incomplete.
- It means that since the referral source is already known, referral source is not a good approach to segmentation for the email.
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Which lifecycle stage should the default website content be geared towards?
- Visitor
- Lead
- Marketing Qualified Lead
- Sales Qualified Lead
- Customer
- Appealing
- Intuitive
- Consistent
- Enjoyable
- Accessible
- Useful
- “Sounds like a good idea. But ‘company name’ isn’t personal enough. Let’s use ‘first name’ instead.”
- “It’s a good idea, but personalization tokens can’t be added to a landing page.”
- “Good idea. Let’s make sure that our forms have been collecting ‘company name’ so the personalization token will be effective.”
- “Good idea. Let’s create a buyer persona segment so our buyer persona will see the personalized field.”
True or false? A personalization token has a default value set automatically.
- True
- False
- Segmentation by organic search
- Segmentation by lifecycle stage
- Segmentation by paid campaign
- Segmentation by buyer persona
- The lifecycle stage of the users that visit the landing page.
- The buyer’s journey stage of each individual that submitted the form.
- The submission rate prior to adding contextual marketing.
- The referral source of the users that visit the landing page.
- “Yes. There are all different lifecycle stages reading the blog, so we can maximize our readership.”
- “Yes. We can change the content for our blog readers, but need to determine if lifecycle stage is the best segment.”
- “No. We cannot change the blog content because it is confusing to RSS readers.”
- “No. Search engines would only see the same content as the lead lifecycle stage.”
Why is it important to map out the conversion path of a smart CTA for each segment?
- To ensure you know where you’re sending each segment.
- To ensure that you’re sending each segment to a different page.
- To ensure that you’re sending each segment to a different stage in the buyer’s journey.
- To ensure that you’re sending each segment to the page with the user’s preferred language.
Contextual marketing is used in which stage of the Inbound Methodology?
- Attract
- Convert
- Close
- Delight
- All of the stages
Which of the following is NOT a way that contextual marketing can help to increase conversion rates?
- It delivers offers that are more easily found in search engine results.
- It delivers offers that are relevant to the user’s needs.
- It delivers offers that align with the correct stage of the user’s buyer’s journey.
- It delivers offers that are new for the user.