You're a web marketing consultant on an engagement with your client, DeepDive.com, an online marketer of underwater diving gear and supplies. Google Analytics has shown that the exit rate on the checkout page is high. In a meeting with the developer team, you explained that this means there's something about the checkout page that causes customers to abandon their purchase. You've recommended that they implement a one-click-to-buy option that utilizes information stored in the users account. Which type of user personalization is this known as?

Using given information

Delivering a relevant web page

Using known user signals

Dynamic merchant processing


Certification program: 👉 Google Marketing Platforms Conversion Optimization certification

Explanation: The correct answer is Using known user signals. Implementing a one-click-to-buy option that utilizes information stored in the user’s account is a form of personalization known as using known user signals. Known user signals refer to the data and information that a website or platform has about a user based on their interactions, preferences, and account details. In this case, DeepDive.com utilizes the knowledge of the user’s stored information to streamline the checkout process, making it faster and more convenient for the customer to complete a purchase with just one click. By leveraging known user signals effectively, such as account details or previously saved payment information, DeepDive.com can enhance user experience, reduce friction in the checkout process, and potentially lower the exit rate on the checkout page. This type of personalization demonstrates a proactive approach to catering to individual user needs and preferences, ultimately improving conversion rates and customer satisfaction. Therefore, using known user signals to implement a one-click-to-buy option aligns with best practices in personalization aimed at optimizing the user experience and driving sales for DeepDive.com’s online business.

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