Week three learning objectives:
Explain the importance of websites for marketing
Evaluate planning, information architecture, web design, and usability experience, and web standards best practices for marketing
Explain the importance of landing pages and outline landing page best practices
Describe the process of A/B and multivariate testing for website optimization
Discuss aligning website functionality with purchase decision making process (B2C) or sales funnel (B2B)
Identify unique features of business-to-business websites
Define web marketing acronyms like IA, UX, TOFU, MOFU, BOFU
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