WGU D381 MKTG 6040 E-Commerce & Marketing Analytics OBJECTIVE ASSESSMENT GUIDE Q & S 2025/2026

1. Which of the following metrics is most indicative of
customer engagement in e-commerce?
 - A) Bounce Rate
 - B) Average Order Value
 - C) Time on Site
 - D) Click-Through Rate
 Answer: C) Time on Site
 Rationale: Time on Site reflects how engaged
customers are with content and products, which is crucial
for e-commerce platforms.
2. In A/B testing, what is the primary goal of splitting traffic
between two versions of a webpage?
 - A) To reduce bounce rate
 - B) To determine the higher converting design
 - C) To validate the website’s server performance
 - D) To increase social media sharing
 Answer: B) To determine the higher converting design
 Rationale: A/B testing aims to identify which version of
the page performs better in terms of conversions.
3. What does the term 'Long Tail' refer to in e-commerce?
 - A) A small proportion of best-selling products
 - B) A marketing strategy focused on high-frequency
customers
 - C) A large number of niche products that collectively
make significant sales
 - D) The trend of shortening product descriptions
 Answer: C) A large number of niche products that
collectively make significant sales
 Rationale: The Long Tail concept suggests that a large