According to Kurtz/lecture, all of the following are true of terms associated with developing and with assessing the effectiveness of a web site EXCEPT:
a) Click-through rate represents the percentage of people presented with a banner ad who click on it
b) Conversion rate represents the percentage of visitors to a website who make at least a second visit
c) Engagement refers to the amount of time users spend on sites
d) Search marketing entails paying search engines, such as Google, a fee to make sure the company's listing appear towards the top of the search results
Answer: B