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March-August 2021 Updates of SEC vs. Ripple: Developments in the XRP lawsuit

Ripple Accused SEC of Causing $15,000,000,000 Damages, in early December, the United States Securities and Exchange Commission (SEC) settled its gaze on Ripple for legal inspection. The problem arose when the SEC suspected that Ripple sold its digital currency XRP without legally going through the registration process. XRP, worth $1.38 billion, was sold during 2013-2020. The illegal act was conducted even though SEC stated that lawyers had made Ripple aware of the legal standard procedure. According to SEC, Ripple ‘choosing to ignore’ the issued memos was bound to get it in trouble.

The quarreling over details of the content of those memos continued, according to news reports. On one end, Ripple presented its view on the memo it was issued as Ripple believes they have legitimate reasons to believe that XRP is not a security. Nonetheless, Ripple was charged by the SEC in a vicious lawsuit for selling over $1.3 billion in unregistered securities. The lawsuit in itself resulted in a traumatic loss for Ripple and XRP users in a total sum of $15,000,000,000. The news brought forward devastating reputational crisis reports around the payments, and now XRP is going downhill and affecting its investors negatively.

Stuart Alderoty stated;

“Today, Ripple filed our answer to the SEC’s amended complaint. Notably, with full transparency to the SEC: XRP was listed on 200+ exchanges, billions of dollars in XRP were bought/sold monthly, many market makers had daily XRP transactions, and 3rd party products (not developed by Ripple) used XRP. We’re looking forward to learning more about the SEC’s meetings with major XRP market participants who asked for guidance but were never told that XRP txns would be subject to the federal securities laws. Full filing here.”

SEC was accused by Stuart Alderoty, General Counsel at Ripple, for knowing that Ripple’s asset was already amongst the list of several exchanges. Despite SEC alleging that XRP’s sale has been illegal, throughout the past decade, SEC had been kept in the loop about XRP’s status, and yet they never guided them in the past over those major exchanges. Hence, Ripple is fighting back the accusations by putting forward evidence regarding SEC’s failure to disclose that XRP could be prescribed as a security lawfully. Some may be concerned that Ripple is simply trying to save a sinking boat, especially a boat that is drowning in the U.S. market. Nonetheless, this is merely news reports speculating.

Organizations such as MoneyGram (a money transfer business platform) have revoked their access that Ripple had. They have disassociated several investors before they face a serious loss as Ripple did. Fortunately for Ripple, 5% of their customers are from the U.S. market; they will recover soon enough once the lawsuit is settled. The value Ripple touched was around $0.63 in the previous month, but it came tumbling down to $0.2 after the SEC accusation.The CEO of Ripple, Brad Garlinghouse, was confident, as he stated, having acquired 15 new contracts with banking organizations internationally. He claimed that Ripple’s customers were majorly not from the U.S. in the first place, around 95%.  He simply looked at the matter as an obstacle only faced in the United States market to slow down innovation. In the Asia Pacific region, the liquidity of Ripple has mainly grown, especially in Japan. The Financial Service Agency declared that they did not view XRP as a security in Japan.

In some ways, it can be looked at as SEC stumbled in the Ripple case and lost itself in a maze they created. When they filed that lawsuit against the blockchain technological giant company Ripple, the event happened at a peculiar time. The cryptocurrency XRP was declared to not simply be a distribution of digital tokens in a payment platform. A commonly observed judgment was how the SEC took seven years to make this accusation against XRP. Billions of XRP’s tokens flowing through secondary markets of cryptocurrency were in the process, and the accusation was made in the midst of it. An incredibly odd noticeable portion was the retirement of Chairman Jay Clayton(now Ex SEC Chairman). With the new administration in line and filings heating cases, one may only conclude the SEC’s judgment being misguided. The developments that followed made it further seem like a disastrous move. Gary Gensler, presumably the incoming chairman, will not deal with the aftermath of Clayton’s mess.

The hurricane was unforeseen by the SEC but well understood on January 1, as XRP holders prepared to fight back with clear intentions to fully expose the scandal for what it is. Rhode Island attorney John E. Deaton struck back and exposed the weakness SEC’s lawsuit had within. He filed a petition in the U.S. District Court in support of the CRP holdings to not be described as a security lawfully. XRP wasn’t bought by him as an investment contract, as it is not a security and all SEC lawsuits resulted in was damage for him and several other investors in the run. The value of the cryptocurrency went spiraling down, and they were removed from lists in crypto exchanges. Many XRP retail holders were willing to backup John E. Deaton when he stood up to fight this case, and they wanted to stop the delisting of this token.

An incredible argument was carried out last Friday by the SEC as they responded to John. E Deaton. SEC simply tried to avoid Deaton by establishing that they were still not settled on whether XRP was a security or not. Hence, they believe that his petition should be completely dismissed. This is where one is utterly shocked at how the SEC blatantly filed a lawsuit about something they are still not quite sure about; who will now account for the losses? Another question that arises is how they will not defend themselves and which segment exactly of the 193 Securities Act will SEC use to struggle its way out of the hole they dug up for itself? Lastly, what does it really take to operate lawfully in the United States?

On March 3, New York judges were sent letters by Garlinghouse and Chris Larsen (co-defendants) regarding ‘fair notice and due processes.’ The SEC’s response supported them as the Security and Exchange Commission failed to show up with their respective attorneys to attend the Zoom meetings to communicate effectively. Ripple had filed the Freedom of Information Act to ensure that the internal documents of SEC and communications could present that all those years, the developments that occurred relating to XRP didn’t go noticed as unclear. The SEC was moving in contradicting ways and only seems lost in their maze.

Another example of SEC’s confusion was observed when they sent a letter to the New York judge in a rush demanding that the ‘fair notice’ defense shouldn’t be accepted.  They used the words ‘improper’ and ‘spurious’ to describe Ripple’s defense and urged for an immediate hearing. If things align with what SEC hurriedly demanded, it would raise suspicions,and Ripple’s FOIA request would come in handy to discover the hidden weaknesses. 

William Hinman (former Director of the SEC’s Division of Corporation Finance) announced in 2018 stating that Ethereum (ETH) was not a security, even though it shares similarities with XRP.

“And putting aside the fundraising that accompanied the creation of Ether, based on my understanding of the present state of Ether, the Ethereum network and its decentralized structure, current offers and sales of Ether are not securities transactions.”

One may wonder what internal work took place behind the decision of that announcement. Certainly, some crypto exchanges must’ve asked SEC whether the legal status of XRP is stable enough to list it. What did SEC respond to them for the guidance of usage of those tokens? Since 2013, Ripple and XRP holders have been working smoothly, and yet SEC did not take a single opportunity to question XRP’s status. Why did they choose not to interfere then?

Each development that we notice in this case makes it more and more shocking. The entire future of the U.S. cryptocurrency will be impacted by how this lawsuit pans out. Making enforcement through trials due to the arrogance of regulators is unethical, and through SEC’s actions, it is obvious that they do not care about the investors they swore to protect. SEC is demanding to be heard and viciously fighting the case with lack of evidence, but it realizes the waves it can create to damage companies. There has been a definite backlash, and it was witnessed not too long after the class action lawsuit.

However, an encouraging development was made this week as Rep. Patrick McHenry (R-NC), senior Republican in the House Financial Services Committee, may inaugurate a public-private working setting that is led by the Commodity Futures Trading Commission (CFTC) and SEC. Through this, they will begin a transparent regulatory framework for all digital assets. McHenry seemed eager and determined to put an end to the overreach of the agency. He mentioned it on a crypto regulation session in January in a ‘Real Clear Policy Panel’ discussion. This event took place on the same day President Biden had nominated Gary Gensler for the SEC chair position.

Gary Gensler stated regarding his Senate confirmation hearing in February how he believed that the SEC should stay within its capacities without using enforcement resources for events that don’t need to be addressed in the markets. Hence, it is now expected that Gensler may finally be the one to acknowledge this problem and settle the crypto markets by investigating further. He may invest SEC into McHenry’s working group rather than focus on the Clayton lawsuit that has already caused too much trouble for the agency.

Meanwhile, Ripple CEOs and SEC agreed on their timeline for arguments. They finally settled on dates concerning the discussion for a motion to dismiss. It may run through June 2021; the attorney James K Filan, who represents Christan Larsen –the former CEO Ripple, had tweeted a copy of the letter that SEC filed with the Southern District of New York. Filan will also be representing Garlinghouse in the SEC suit. The letter provides clear details that both sides have settled on dates to present their arguments and shreds of evidence relating to whether the defendant should dismiss the case.

 

The details specifically mention a request to the court for accepting their timeline. The defendants will open on April 12, 2021, and the SEC on May 14,2021. Later, the defendant will have time until June4, 2021, to reply and conclude if possible. Dates that have been mentioned are solely regarding the motion to dismiss from the defendants. It will provide clear insight nonetheless on what the bigger picture may turn out to look like.

For the Southern District of New York, the legal letter informed Judge Analisa Torres at the U.S District Court of a motion to dismiss, but the SEC’s complaint “still fails to state a claim against Mr. Larsen.” Mainly, the complaint is focused around Larsen “knowingly providing substantial assistance to a person in violation of [Section 5] of the 1933 Securities Act.” referring to the amended complaint filed in the previous month.

Hester Pierce, SEC Commissioner, stated that the SEC might potentially settle this out of court near the end as it often does.

“Often, you’ll see that the litigation ends in a settlement — sometimes it goes through and the litigation actually plays out in court.”  

On the other hand, this cryptocurrency lawsuit is unlike any they’ve ever filed before, which is why there’s no guarantee whether this will be settled out of court. Overall, it is unlikely that this may end before summer 2021.

Ripple itself was stipulated formally by the Security and Exchange Commission in Dec 2020. XRP was charged by SEC for the sale of unregistered securities, and Garlinghouse and Larsen were accused of raising further $600 million by XRP sales. Ripple Labs rejected the charges, and they claimed that XRP functioned similarly to other cryptocurrencies price-wise.

Larsen’s lawyers, on those grounds, had stated that the SEC didn’t prove that he was aware at that time about XRP units being securities and continuing illegal activities.

“The SEC’s own allegations are not only deficient but affirmatively show it cannot meet this standard. At a minimum, the SEC must allege that it was ‘so obvious’ that XRP transactions were securities and Ripple’s conduct was improper that Mr. Larsen ‘must have been aware of it.”

The state of New York, cleared by the Financial Crimes Enforcement Network (FinCEN) in 2015, recognized XRP as a digital currency. The lawyers made several points regarding this, including that FinCEN and the Justice Department had both regulated XRP as a virtual currency, which is inconsistent with the claims of labeling XRP as a security.

Several corporate giants such as MoneyGram were involved with XRP trading for international transactions; however, many exchanges have delisted it. MoneyGram itself is currently facing a lawsuit as it allegedly misled investors about the cryptocurrency XRP. Even if the damage and case were to be folded soon, the damage would remain irreparable.

16 August: XRP Price Update

In addition, the price of XRP has spiked above the $1.00 threshold because Ripple is working on preparing documentation for an upcoming regulatory filing.

Another Twitter user, James K. Filan issued a timely update about upcoming events related to XRP. A Ripple spokesman said they will have their response to the SEC’s motion for communication with the Slack messaging platform on August 16th. In the meanwhile, the SEC will return to this subject the next day. August 31st is the deadline for fact discovery, with the October 15th expert discovery deadline now approaching.

Moreover, Stuart Alderoty replied to RollCall in his tweet and stated,

It’s increasingly obvious to many in the industry that the outcome of this case (and what is learned along the way) will set a precedent for crypto innovation in the U.S.

Cryptocurrency specialists are watching the conflict between Ripple Labs Inc. and the SEC closely in anticipation of a precedent-setting case.

In an action brought by the U.S. District Court for the Southern District of New York, the court issued the company, CEO Brad Garlinghouse, and chairman of Ripple Labs Chris Larsen, arguing that they had a legal obligation to register XRP as a security under federal securities laws. Because Ripple and its management are confident that the allegations will be dismissed in court, they have recommended the lawsuit be dismissed and the charges be dropped.

As a result, Ripple has gained preliminary injunctions granting access to the SEC’s internal data and protection of the company’s executives’ private bank records, among other things. A pending legal action is being taken by the XRP holders as well.

According to Drew Hinkes, a legal counselor at Carlton Fields PA in Miami who works on cryptocurrency matters. If Ripple has a valid complaint, then this is setting a precedent for the SEC’s control over digital currency offerings (ICOs).

According to Hinkes,

“This is a significant case. Ripple has tremendous financial resources, has assembled an incredible team of well-respected lawyers, and has one of the most high-profile projects in the industry.”

It is estimated that once it gets to the 2nd Circuit Court of Appeals or the Supreme Court, Hinkes predicts this case will provide industry-wide direction that is more dependable than the current amount of case law, court judgments, and settlements that is circulated at the district level.

He also stated that,

“The 2nd Circuit is incredibly sophisticated in this area, and it will be very interesting to see how they rule on these keystone issues,”

Suit Over Registration

Ripple is a blockchain-based real-time payment settlement network that was launched in 2012 in San Francisco. A judicial document reveals that the sale of 14 billion XRP units generated $1.38 billion in money. The market capitalization of $70 billion puts it in fourth place as the world’s fourth-largest cryptocurrency.

Ripple does fit the SEC’s definition of security, and that is why it is legal to trade it. According to a complaint, section 5 of the Securities Act is very comprehensive. Former SEC enforcement lawyer Thomas Gorman, who was previously the head of the SEC’s office of enforcement’s market abuse unit, believes the SEC wants to put the spotlight on whether XRP qualifies as a digital currency.

In investing, pools of investors each expect to be rewarded by being a shareholder. If that is the case, Gorman explained to CQ Roll Call, it is almost certainly security that has to be registered. Ripple claims that XRP is neither a security nor an investment contract. Instead, it is a medium of exchange like cash or other cryptocurrencies. To comply with the terms of the settlement, the corporation had to register as a money services firm with both the Department of Justice and the treasury department’s FinCEN (Financial Crimes Enforcement Network), which was reached in 2015.

As a result, the SEC does not have jurisdiction over these cryptocurrencies, which implies they are commodities, not securities. Ripple sued and received access to the government’s records about how it decided to treat XRP differently.

Though Ripple and its executives claim that the SEC was unable to substantiate their claim that they were aware of the fact that XRP needed to be registered and that they remained silent for years as the XRP market grew globally.

According to Linda Jeng, a former SEC lawyer and adjunct professor at Georgetown Law School, court records show that delay that is too long can constitute reasonable cause.

Linda Jeng further added,

“As a former regulator, I am disappointed to see the SEC wait so many years after the introduction of a product to launch an enforcement action,”

Jeng holds that regulators should be slow, precise, and predictable in their application of authority. Inaction on the part of the agency creates the impression of capriciousness and undermines their credibility.

Despite Hinkes’ attempts to damage the government’s case, their stance is not only damaged, but it is even tardy because the government’s agency is late in classifying other cryptocurrencies. However, it is to be understood that this does not mean the agency lacks the authority to prosecute this person. One of the attorneys that spoke out about the complaint noted that there is a wide range of enforcement possibilities for the SEC, and it appears that the complaint was filed inside the statute of limitations.

More and More General

Gorman expects the court will concentrate on the decision of the investment contract analysis and underplay the length of time between when the lawsuit was filed and when it was heard.

Gorman said,

“The SEC has been increasingly broad in recent years as to what constitutes intent to pool an investment, so greater clarity on that issue would be beneficial,”

Gorman believes that the judge granted Ripple broad access to the evidence. Since the SEC is expected to reveal its internal notes when they are discovered, there will not be any surprises. But industry insiders are curious to know what is happening behind the scenes.

Hinkes stated the following,

“To my knowledge, these documents have not been publicly disclosed before. Though it’s unclear whether they’ll be made public here, I imagine many in our industry would find those interesting.”

Changes in leadership 

On Dec. 22, 2020, the SEC filed a lawsuit against Ripple, the day before Jay Clayton resigned. Considering this event, Jeng stated that,

“It made it seem more political,”

She maintained that regulators should not be seen as biased or having a political agenda, and they must act impartially and apply the law uniformly.

The SEC chose not to respond to the comment request. The fans of the incoming SEC Chairman Gary Gensler said that they believe he is more than ready to go into more detail about the regulations for crypto tokens. However, Gensler has said he is unwilling to compromise or withdraw the Ripple case and hence is unlikely to reach a quick agreement.

Jeng argues,

“I think the SEC has already headed down this path and they’re not turning back,”

Ripple’s General Counsel, Stuart Alderoty, said,

“Ripple isn’t backing down either.”

Furthermore, Alderoty told CQ Roll Call,

“The SEC is out of step with the rest of the world. This is much bigger than Ripple. It’s about the future of digital assets in the U.S.”

Moreover, if we look forward to the news of August 4, 2021, Brad Garlinghouse shows no signs of anxiety or concern even though the company in question has found itself entangled in a dispute concerning its digital currency. He stated,

“We can’t ignore governments. We can’t ignore regulation,”

Brad Garlinghouse joined Ripple as the company’s Chief Operating Officer (COO) in 2015 and then became CEO in 2016. He is a technology industry veteran who previously worked at Yahoo, and gained infamy after writing a scathing 2006 article called the “Peanut Butter Manifesto.”

Crypto suffered a heavy loss in Washington the other day. While it may be discouraging for the industry to have been condemned as a “shady network of online funny money” at a Senate banking committee, it does nothing to encourage the industry.

However, while the CEO of the business-facing authorities in the most aggressive crypto legal action thus far had positive things to say about the congressional proceedings, his thoughts were considered to be unusual by other company executives.

Prior to the Senate hearing concluding, Ripple CEO Brad Garlinghouse expressed his appreciation for the Senate’s commitment to comprehending the complexities of crypto.

To reinforce his point, he brought up Senator Elizabeth Warren, a longtime critic of cryptocurrencies, and her observation that “our current banking and payments systems need improvement.” While several individuals in the crypto industry are known to have stated that their mission is to “to provide access to those who have consistently been left out” Garlinghouse expressed hope that Massachusetts Rep. Jayapal would also share this purpose.

It was interesting to notice that tweets mentioning Ripple and the federal government had contrasting views on crypto and blockchain.

Ripple, an innovator in blockchain technology and cryptocurrencies, has adopted blockchain for processing payments and offers XRP as its currency. The SEC filed a lawsuit against Ripple, CEO Chris Larsen, and executive chairman Brad Garlinghouse, claiming that the business and its founders sold unregistered securities by distributing XRP coins in December. XRP is security according to the SEC, and so it must abide by the rigorous securities rules.

When the legal action took place, XRP’s value plummeted substantially. Ripple (XRP) trading on the main crypto platform Coinbase was temporarily banned. Many in the industry predict that the legal fight will have significant ramifications for the whole crypto business. The accomplishment will further cement Garlinghouse’s claim to being the trailblazer in the blockchain business.

In the memo, a Wall Street Journal article states that Garlinghouse, who was Yahoo’s senior vice president at the time, compared the company’s strategy to “spreading peanut butter across the myriad opportunities that continue to evolve in the online world,” concluding that the company was lacking focus.

Garlinghouse wrote,

“I hate peanut butter. We all should,”

Garlinghouse said in an interview with Protocol that he is optimistic about the increased attention from governments on crypto and blockchain, noting that he sees Ripple’s chances in the SEC lawsuit and in the court battle. Garlinghouse also talked about the impact of the Peanut Butter Manifesto on his role today.

August 10: SEC wants ‘terabytes’ of Slack communications from Ripple

Previously, the SEC claimed that Slack message production by Ripple was incomplete. They say a massive amount of data was not captured. The United States Securities and Exchange Commission (SEC) is pushing for more access to Ripple’s internal communications in its legal struggle with the company.

On Monday, the Securities and Exchange Commission (SEC) filed a motion with the Southern District of New York. They urged Judge Sarah Netbrun to order Ripple to turn over and provide Slack chat records for all of its employees.

It alleges that, due to a data processing mistake, Ripple’s prior Slack communications to the SEC were incomplete, with the firm later admitting that this was caused by a “data processing mistake.” The SEC believes that the number of Slack communications that Ripple obtained was limited, and it thinks there could be a “significant amount” of Slack data that has not been searched or collected. 

Because of this, the SEC’s case is already prejudiced by the data inaccuracy and failure to produce many documents by Ripple. According to the filing, The SEC had served 11 former Ripple witnesses with citations that did not include relevant records.

According to the SEC, the missing records, which comprise over 1 million communications, eclipse Ripple’s enormous email productions. The agency explained that prior Ripple Slack chats contributed very valuable information that was not otherwise included in emails or other paperwork.

Following the filing of Ripple’s move to extend the time to answer to the SEC’s motion addressing the Slack communications from Thursday, August 12 to Monday, August 16, Ripple requested to extend the deadline to respond to the SEC’s motion to August 16.

This line of reasoning leads Ripple’s legal team to conclude that the Slack messages cause the discovery period to extend. According to the e-discovery vendor, collecting all of the correspondence (not just Ripple’s) will take between 12 and 15 weeks. That means the present scheduling sequence would be changed if the SEC’s motion is granted.

For further arguing, Ripple requests permission from the court to file a sur-reply to the SEC in the letter. Hence, the letter asserted that while the SEC has yet to fully demonstrate why the “missing documents” will practically restore the witnesses’ memory, the requested Slack chats were not vital or uniquely significant.

To support this point, the letter mentioned that previous instances of the same discovery request that is being rejected by other federal courts should preclude SEC’s request from being granted. The point from the letter stated that,

“Other courts that have considered similar discovery requests for Slack data have ruled that Slack discovery is uniquely burdensome and costly and have ruled against motions to compel their production in cases where the moving party has already obtained significant discovery.”

The SEC’s current request, which asks for the court to dismiss the lawsuit against XRP, appears to be another step towards justifying the legitimacy of XRP as security and placing it under the commission’s authority. Ripple said that it viewed XRP like a security, which means that it is acting from the side and contending that XRP is a security. As in the past, this argument works well since in all aspects, XRP is fundamentally different from security.

Earlier this week, SEC Chairman Gary Gensler announced that the SEC is pushing for laws to be put in place for decentralized cryptocurrency exchanges. Former Chairman of Commodity Futures Trading Commission (CFTC) Christopher Giancarlo added that the CFTC does not have jurisdiction over cryptocurrencies because they are commodities.

Other Slack Communications Related Developments

James Filan, Ripple community lawyer, sent out a message to his large number of followers of about 46,611 yesterday and announced that Ripple had already filed a motion to seal documents attached to the agencies’ motion about Slack messages, as well as documents related to the agencies’ opposition to the request. It has been revealed that neither party agrees on what should be sealed, according to Filan.

XRPCommunity and SEC GOV take sides in the XRP debate. In response to the SEC’s motion to seal certain Slack messages, Ripple filed a motion to seal certain exhibits (e.g., exhibits attached to the SEC’s motion and its objection). “Currently, the parties are arguing on what should be sealed.”

The Ripple legal team maintains that this information is nonpublic and would be detrimental to the firm since it could reveal key business data. Meanwhile, at press time, XRP is trading at around $1.1 and has shed about 5.94% over the last day.

Ripple Cites Viral Tweet on Status of XRP in Legal Battle Against SEC

Ripple cites a letter to retail investors from the U.S. Securities and Exchange Commission (SEC) in its ongoing battle against the top American regulator.

A Twitter user named “Frank” claims that after buying XRP he reached the SEC to verify if he had purchased securities. In a popular tweet, the user uploaded a screenshot of the SEC’s response, indicating that the digital asset classification as security had not been determined by the regulator by October 2020.

The SEC filed a lawsuit two months later saying that Ripple issued XRP as non-recorded security. Ripple now cites in a court brief Frank’s SEC email exchange. William Hinman, the former director of the SEC’s corporate finance division, uses this letter to tell the Ripple officer that he regarded XRP as an unregistered security.

Ripple argues the email shows the testimony of Hinman that the SEC’s disclosures to the public “are disputed.” Ripple further says that a depiction of the early history of the SEC with crypto assets by Hinman explains why the situation of the SEC is wrong.

“By the way, Mr. Hinman acknowledged that the application of federal securities laws to digital assets was ‘new for everyone’ before he joined the SEC in 2017 – but years into Ripple’s purported unregistered securities offerings – and nobody knows a great deal’.

He further confessed that at the time when he became an SEC member concerning federal securities and Bitcoin, Ether or XRP, he was not able to recollect a certain work product and that he did not think “people had thought completely… that the securities rules may apply to that business.”

This testimony, the documents produced and possibly documented by the Defendants’ Motion, undermine the SEC’s assertion that the individual Defendants were reticent about not having recognized Ripple’s sales of XRP as unregistered securities offering securities law experts of the stature of Mr. Hinman (to put it mildly).

James Filan, the lawyer who regularly monitors the case, has compiled an outline of significant dates ahead of time. The end of the discovery process, which will enable both parties to learn what the other party knows about the evidence, will end on 31 August.

September 2021 updates: SEC vs Ripple case — ft. John Deaton

As you can see, there has been a lot of legal filing being done against Ripple XRP by the SEC. However, in the midst of all this, we have a lawyer with us, John Deaton, who claims that SEC may have been overstepping its authorities. Not only Deaton but also 20,000 other people claim the same thing.

John Deaton had no idea that he would become one of the most annoying figures in the U.S. Securities and Exchange Commission. John Deaton began questioning the entire enforcement approach of the agency about its role in the $2 trillion markets of cryptocurrency. John Deaton had no interest in this particular area, but now, it seems like this role was made for him, for sure.

John Deaton is a former marine-turned-class-action lawyer who developed an interest in cryptocurrency in the year 2016 and the same year, he invested in Ripple coin XRP. However, in 2020, SEC sued Ripple because there were allegations that XRP was an unregistered or unauthorized security that left Deaton bewildered. But, Deaton wasn’t one of those who would remain silent on such occasions, and thus, he began raising concerns regarding this case.

Over the years, Deaton’s efforts bore success when he started representing thousands of XRP holders. Currently, he’s fighting the case of over 20,000 people who argue that the agency is going beyond its authority. (Deaton also gives regular updates to his clients and other people on his blog, YouTube channel, and Twitter feed).

No doubt, since 2010, the market of cryptocurrency has swelled tremendously, and because of this, SEC wanted to lead in this market. But, the push from the XRP holders has created quite a hurdle for the SEC. The agency claims that it’s protecting the investors, but the investors themselves are rejecting this protection that puts the entire attempts of the agency into jeopardy. 

Talking about crypto, it is now termed as a raging ball of fire in many discussions of public policy. In the previous month, there has been a large number of complaints against crypto. Many people state that crypto monopolizes electricity, is not at all environmental-friendly, attracts criminals, and is highly volatile.

Some of the very renowned financial journalists have also started making their statements regarding cryptos such as Diana Henriques, a former New York Times reporter who wrote the book on Bernie Madoff, a Ponzi schemer, and Charlie Gasparino, a correspondent of Fox Business. The chairman of SEC, Gary Gensler, authorized the regulations of crypto before the senate committee. On the other hand, the CEO of Coinbase, Brian Armstrong has emerged in the defense of a crypto product lend (now, demolished), and is threatening the agency over its non-liable suing of this product.

According to Deaton, everything comes to one thing: securing the banking industry from a potential threat. Let’s see what else Deaton has in store for us regarding crypto and the case of Ripple XRP.

Why is a crypto crackdown happening now? Is it all about the numbers?

We interviewed Deaton on his stance on the Ripple XRP, crypto, the allegations of the SEC, and everything related to it. This is how it went.

We all know what’s going on between the crypto investors and the regulators but we also acknowledge that you play a very crucial part in all of this. Not only in the terms of your job but also with the Ripple controversy. So, can you tell us something about it

John Deaton: What started off is with me, I got into Bitcoin and cryptocurrencies, just as an individual interested person. XRP, Bitcoin, Ethereum were primarily my investments. And then I learned of the Ripple case. I’m not a securities lawyer by training or education or practice. But when I read that complaint, I knew that it made absolutely no sense, legally speaking, the way the SEC was approaching it, the way it went down by being filed on the last day of former Chairman Jay Clayton’s tenure at the SEC.

Just there were too many questions. And so, I realized that what was going to happen would be delisting and suspensions of XRP. And the market cap was going to be wiped out. And I got upset that people’s lives were being impacted because of politics. And, and so I filed a writ of mandamus, on behalf of myself, and several people I know, in Rhode Island federal court seeking to order the SEC to limit the charges to the only claims that it can actually prove. And so that’s how this started. Then of course, what this turned out to be is it started as an individual person with a few friends who sort of wanted to take a stand, and then all of a sudden, there were thousands, tens of thousands, actually now up to 20,000 people now who have joined in our fight against the SEC. It’s not about Ripple for us, you know, Ripple has an impressive legal team. They can defend their actions, I don’t defend Ripple. I don’t take a position on what their business model is or any transactions they made. The position I’m taking is that the SEC has made claims that it doesn’t have a good faith basis to make, quite frankly, and it is inconsistent with 75 years of securities laws. And so that’s how I got involved.

Alright. So, if we recap all the things quickly, we know that SEC sued Ripple by claiming that XRP was an unregistered security. And by doing so, they are protecting the investors. On the contrary, you represent about 20,000 XRP holders who state that they aren’t being defrauded and reject the SEC’s protection. Is it correct?

That’s right. See, because the SEC did something that they normally never do. Normally, when they sue a company, they’ll say that the specific sells that you made at these particular occasions, that those were unregistered securities. In this case, the SEC said that all XRP, including today’s XRP that is traded in the secondary market, and from people who have no connection to Ripple, that those are securities. And so that’s the real, unique distinction that separates this case from other cases. 

I’ve seen that this ongoing Ripple case has opened up Coinbase investigation as well and because of this, there has been a lot of chatter going around. Some of it is just out on Twitter, just like that. But, it is more confrontational about crypto than any other currency. I’ve also observed that many journalists have started to have their say in the crypto matter whereas normally they don’t cover crypto. What do you think is the reason behind this sudden upsurge in regulating crypto?

This [makes gesture referring to money]. It comes to the money. Listen, today, I don’t know exactly the number, but you’ve got to understand — there is a big difference between a $200 billion total asset class, versus today, it’s almost $2.5 trillion.  You have Bitcoin being projected to replace the market cap of gold, or equal the market cap of gold. That’s a $10 trillion asset. You have El Salvador listing Bitcoin as legal tender in its country. And so, basically it has developed into what is projected to be $10s of trillions in market cap.

I think that’s in essence one of the big reasons that it came down and you have what is called a jurisdictional grab, right? You have the SEC and Gary Gensler saying, “Hey, you know, these are securities,” even though he’s on record, when he was [a professor] at M.I.T., saying they were more like commodities. But he’s now the chairman of the SEC and they want their regulatory hands right in the middle of all of that.
That’s what’s going on.

You’ve got this asset class that’s not going away. It’s not a fad. And it’s ballooning and ballooning. It’s gotten the attention of the regulators. And I think that’s the common lay person’s answer, if you will.

Is it this big as you claim it to be?

It’s getting bigger. It’s just getting bigger and bigger. I mean, you have some of the greatest investors in the world, like ARK’s Cathie Wood, you know, just at the SALT conference, saying that a conservative projection of Bitcoin within the next four or five years is half a million dollars per Bitcoin [Editor’s note: current value is about $44,000.] Raoul Pal, you know, a former Goldman Sachs hedge fund manager, is predicting Ethereum is going to go to $20,000 or $30,000 per Ethereum. [Current price per Ether is about $3,000.] And so, if those things happen, [the market] goes from $2.3 trillion today to you know, $50 trillion, $40 trillion, $30 trillion, whatever it is going to be. You can’t ignore it when it grows to this extent.

Crypto is like the wild west – a promising land for the U.S. crypto regulators to grab

SEC Chairman Gensler says that there is a dire need for a regulatory framework because crypto is like the wild west. What do you have to say about this?

I think it’s fair to say that we need regulations. That doesn’t mean we need more regulations. It doesn’t mean we need bigger regulations. What we need are the right regulations, and we need the right jurisdictional body. And so when you have the Wild West, I would agree with them. It’s the Wild West, but from a different perspective.  It’s where all of these agencies [are getting involved]. Is it the U.S. Treasury, the [Commodity Futures Trading Commission], the SEC, [the Financial Crimes Enforcement Network]? I mean, you have multiple government agencies that are getting involved here. Look at the Ripple case. In 2015, Ripple was fined $700,000 for violating banking laws, the banking secrecy laws, right? And so, they entered into a settlement agreement with FinCEN and the Department of Justice that they would register all future sales of XRP with FinCEN. But of course, there’s that one line in the agreement that says, “This does not mean that you don’t have comply with other regulatory agencies or securities laws.”  So now, you basically have a token that was deemed a convertible virtual currency in 2015, and in 2020 it’s being called a security. That’s the kind of clarity we need.

Obviously, it makes sense if you’re trying to apply the famous test when it comes to what’s an investment contract with the company, the Howey test. You know, it’s probably never been talked about so much as it has in the last several years. It is difficult to take a case that came down from the U.S. Supreme Court in 1946 and apply it to modern-day block chain technology. There’s no doubt the right answer is Congress. Congress needs to step in and make clear which governmental agency is going to be the proper one to exercise oversight, and provide guidance to market participants.  Because we’re at a crossroads.

Ethereum went overseas to develop their technology because they were worried about securities laws. They ended up getting a pass in 2018. But you have these technologies that are not setting up their headquarters in the United States because of this lack of clarity. I always hesitate when someone says, “Do we need more, bigger types of regulations?” No, we just need the right type of regulations.  There are always going to be bad players, right? I think the SEC does have a role when you have these pump and dump schemes, or you have a fraudulent actor out there. But right now, what they’re doing…listen, we have Coinbase that the SEC is going after, and we have state agencies going after BlockFi. And we just learned yesterday that the state is going after Celsius. And why? How are they protecting investors? They’re protecting me and you from getting 4% interest on our assets, when the banks give us what at this point, .0005%? 

“[Crypto] is probably the most disruptive technology to ever hit any type of financial industry. And it threatens incumbent banks. I think we’re seeing the exercise of their influence.”

How is that I can put my money in a bank account, and the bank can pull all of the funds of its other customers and pay me a very slight little bit of interest and there’s no issue. But if I purchase my Bitcoin, or my XRP, or my Ethereum, and I loan it to Coinbase, and then they lend it out, and give me 4% interest, how is that different? Why does that all of a sudden need to be shut down? And so my problem and my criticism is that I believe that regulators today are doing what they always do, and that is to protect incumbents. You have this technology, decentralized finance, it is probably the most disruptive technology to ever hit any type of financial industry. And it threatens incumbent banks. I think we’re seeing the exercise of their influence. I have no hesitation in saying that. I believe that firmly.

What do you think about the testimony of Gensler before the banking committee of the senate?

I think we saw a staged performance between him and Sen. Warren, and I’m just politically speaking, whoever the incumbent is, I vote out, whether they’re Republican or Democrat. I vote not by party lines.

But that, to me, was a performance where Elizabeth Warren said, “I expect the SEC to take the lead,” and she cited Coinbase. And I think that Gary Gensler, as everyone knows, taught at M.I.T., and he taught blockchain technology, and there was this hope because former chairman Clayton was more perceived to be anti-crypto. It’s interesting that now he’s involved heavily in crypto after he leaves. He took more of a hands-off approach except for prosecuting the ICOs [initial coin offerings] and whatnot. And everyone thought that Gary Gensler would be more crypto-friendly, and it’s the opposite, right? I think that when Gary Gensler becomes the chairman, he becomes a politician. What did he say to Congress, he actually said that there is clarity, and that the SEC has provided clarity to markets and that the Howey test is stood the test of time, and that it’s fairly straightforward when it comes to these modern-day technologies. And he talks about all of this great clarity we have, but if we just back up to April 2018 — we’ve discovered a video where Chairman Gensler says the crypto industry needs clarity, and he even states Ripple and Ethereum, the largest market cap players, need clarity. That’s in April 2018, when he was not the chairman. Fast forward three years, and you have even more uncertainty because Ethereum gets a pass yet Ripple and XRP are being prosecuted in court.

There is no doubt that the crypto market has been put on notice. If you saw the tweet from Brian Armstrong, who is the CEO of Coinbase, and founder, he was trying to work with the SEC, and Chairman Gensler testified that they’re open to that — come in, we’ll talk it out. We have to assume that Brian Armstrong is telling the truth, when he says he was informed that the SEC wasn’t taking any meetings with crypto companies. Then they got the Wells notice saying that they’re going to be sued. So if the SEC is going after not just Ripple, but now they’re also going after the biggest publicly traded crypto company in the United States, I think the SEC and Chairman Gensler are sending the message that “we’re coming for you, and we’re coming for your crypto.”

What Deaton would say to crypto critics — no, it’s not just for criminals

I’ve heard a lot against crypto and you may have too. Like, you never know what will happen the next second that it’s too big of a risk that once you invested money in it you can’t take it out, that you can even lose all your money. How do you tackle such criticism?

Well, first of all, I’d say that’s not true. You have debit cards that tell you where you can use your crypto. PayPal is allowing you to spend your crypto as a substitute for fiat. But I’d asked those critics and those people if you ever heard of a company called Amazon, if they ever heard of a company called Google. Those companies were extremely risky companies in their first 10 years. Bitcoin is, what 12 years old, and these other cryptos are a decade maybe.

And so this industry, this asset class is literally in its first inning, if you will, if we’re in a nine-inning baseball game.

And so if you look at the volatility of Bitcoin, absolutely, it’s a volatile asset. And people need to know that, and it has had literally 60%, 70%, 80% market cap declines in rapid moments. So yes, it’s volatile. But so our equities. The equity market isn’t volatile? Is GameStop, was that volatile when it was going up and down? I mean, we have AMC movie theaters, is that a volatile stock

And so I think the volatility argument and the speculation argument, I think are the weakest of all arguments. The only other weaker argument that the critics have, would be where they claim that cryptocurrencies digital assets are used for nefarious reasons and for illegal activities. That was a valid criticism in 2012 because it was in its infancy and you had silk road. But you’d have to be an idiot if you were actually going to try to do drug transactions or any other type of illegal action on a public ledger. 

It just doesn’t say “John Deaton,” right? It doesn’t say my name, but it’s a distributed public ledger technology where every single transaction can be seen. And if there is probable cause that there is at least illicit activity, and these transactions show it, you get a search warrant, and you learn the identity of that person. And you have the absolute most clear cut evidence, absent DNA evidence in, in criminal jurisprudence, you know what I mean? So, I think those are just arguments of people who want to protect the incumbent system.

You know about ransomware attacks, don’t you? Now, for the payment of these attacks, many people still utilize crypto. But, didn’t the FBI take it all back at a certain point?

Yeah, they did. But what are we going to do? You know, most drug deals are done with cash, right? Are we going to stop ATM deposits or withdrawals? I just think those are the ignorant types of criticisms. As far as all we can’t, you know, move forward, or it has to be stopped. I mean, you literally have people who have claimed that Bitcoin and all cryptocurrencies should be outlawed. And that just makes no sense to me.

It’s not about what happens if the SEC wins; it’s what happens if the SEC loses.

Let’s go back to the Ripple case for a minute. What do you think will happen to Ripple XRP if SEC wins? We’re not saying that SEC will win but let’s just take all the parameters into account.

Well, I guess the question is, what is a win? If they win outright, of what they’ve alleged in the complaint, then that means that all XRP would be deemed a security. And in essence, Ripple would only be able to sell it with after registering it and sell it to accredited investors where they have certain more specific requirements. They’re [also] seeking $1.3 billion. And so if they received some type of verdict, there probably be would be a fund and XRP holders could get reimbursed to a certain extent. That doesn’t mean Ripple’s out of business. It would certainly transform their business and limit them in many ways.

Would it set a bad example?

Oh, great question. Absolutely, it would be extremely bad. Because the SEC, everyone needs to understand this isn’t like a new cryptocurrency where they’ve offered a fundraising event, and they’re going to develop the blockchain technology.  That’s an ICO, and that [case law] is well-settled. This is the SEC going back seven and a half years retroactively. It’s insane that from 2013 until the present day, all the sales of XRP were unregistered securities.  [That precedent could have] impact on literally 10,000 cryptos. I’d say that there are a couple hundred of them that are interesting, and the rest of them are garbage, but it would have an absolute detrimental impact. I could name you 10 cryptocurrencies off the top of my head that would then be like, potentially out of business as well.

What’s interesting is that since this Coinbase news and the attacks on decentralized finance, and on BlockFi and Celsius, some of Ripple’s biggest critics actually have acknowledged that they’re rooting for Ripple because of that precedent that could be established. I don’t see that happening. I think that the case is ripe for a settlement where Ripple agrees that early transactions in 2013 to 2017 [were securities offerings] when there weren’t hundreds of thousands of XRP holders and there was a much, much smaller ecosystem. That’s where the SEC has potentially legitimate claims against Ripple. You would imagine that that’s where a deal would be struck where the ongoing future and present-day sales are not deemed securities. But those earlier transactions were and Ripple pays a fine and the market gets some clarity. Unfortunately, whoever the SEC goes after next will have to fight that same fight.

“The more interesting question is what happens if the SEC outright loses…I personally think that they’d be out of business, as far as going after existing [crypto] ecosystems.”

I think the more interesting question is what happens if the SEC outright loses, right? And if that happens, if Ripple was successful, for example, in their fair notice defense, and the SEC has an outright loss, that has the hugest of implications. You know, if you look at Gary Gensler, going back to your question about his testimony, both in his testimony and in his letter to Elizabeth Warren, he actually says that the SEC has never lost a case, right? Like he’s almost boasting that, “Hey, we know what we’re doing. And we never lose.” And so the loss that the SEC would have, and the implication on the industry is huge. I personally think that they’d be out of business, as far as going after existing [crypto] ecosystems. If there is a new coin and it’s not developed yet, they’ll still have their jurisdiction. But if you’re talking about all of the other cryptocurrencies that have been existing for the last 4,5,6,7,8 years, I think the SEC would basically be out of business trying to regulate them.

5 Tips for UX design pop-ups to improve user experience on your website

All profit-driven online stores are determined to get more conversions from their website visitors, encouraging them to purchase or at least subscribe.

Numerous e-commerce stores are using onsite retargeting to increase their conversion rates, and their results speak volumes. Using pop-ups on the well-planned UX Design will improve the user experience.

The common feature that made these campaigns successful is that pop-ups were used without ruining the user experience. The campaign desired to make their pop-up helpful for their visitors with relevant content so their pop-ups were not viewed as “obstacles.”

In this article, we’ll go over 5 techniques to use onsite retargeting without damaging the user experience on your website. Let’s look at the ways you can create a successful onsite retargeting campaign with user-friendly pop-ups.

1. Engagement-based Display pop-ups- avoid entry pop-ups

There are many things that are more annoying than a traditional entry pop-up. These are pop-ups that contain irritating ads and appear as soon as you open a website.

Entry pop-ups:

  • are very agitating.
  • disturb the reading and browsing flow.
  • stop visitors from viewing their preferred content.
  • Usually contain old or unrelated content.
  • Confuse the visitors.

All in all, they will ruin the user experience as they are more irritating than useful.

You must have closed your share of frustrating entry pop-ups while scrolling down the web.

Google has created webmaster guidelines to avoid the overuse of traditional entry pop-ups that contain undesired ads, and using them can affect your search results. They disturb the visitor’s activity by opening up in a new window, which is why they are restricted. Hence, you should avoid using entry pop-ups.

Rather than disturbing your visitors with entry pop-ups, let your visitors get accustomed to your website. When their behavior demonstrates, they are ready for a secondary message, and you may display your pop-up.

Below are some standard solutions to show engagement-based pop-ups and make the visitor’s experience more user friendly:

  • Show the pop-up after ‘X’ second(s) when someone is visiting your website to grab the attention of non-functioning users. These users may need more information to carry on with shopping, as they may need help.

  • Display the pop-up after a visitor has scrolled down on your website at least ‘X’ percent to grab the attention of active users- a visitor may be ready for new information when they have scrolled down and are done reading the article.

  • Regain your deserting visitors by showing your pop-up on exit-intent. It grabs the attention of users who leave your website without converting from a visitor to a customer.

Though you must consider the number of times, a pop-up can appear for each visitor. You may want to limit the maximum number of times a pop-up can appear for each visitor to 1-2 times. You can also mention the time interval between the two pop-ups.

Here is an example of how to use engagement-based pop-ups. The phone case retailer, dodocase.com, shows the below pop-up to its users who have spent 15-30 seconds on their site.

When a user is found doing some activity on the site, they show them their next pop-up to increase the urge to purchase from their store.

Did you notice something? They’re still giving the same 15% off, but the way to interact with its user is changed. They are now giving a “PROMO CODE” to get a 15% off, which increases the chances for users to make a purchase.

2. Divide your visitors

Your visitors will only appreciate your pop-up if it offers them a solution to their problems. However, it’s difficult to learn each visitor’s problem separately without contacting them. But by dividing your visitors, you may determine groups of visitors with the same problems and characteristics.

These divisions differ by industry and product line. Though, all businesses can divide their visitors into groups based on their needs, interest, or the stage of the purchasing process.

To figure out your visitor divisions, try thinking like your customers; Who are they? What do they want? When do they want that? Are they ready to purchase? Also, think about your “customer journey”; what are the steps for gaining customers? Do your visitors need extra information or urging before purchasing?

Let’s view some typical division options:

Customers vs. New Visitors:

Returning visitors are generally more likely to buy than people visiting your website for the first time.

Cold vs. Hot Prospects

Rather than dealing with all your visitors like “hot prospects” (who are ready to purchase instantly), you should create various conversion aims for hot and “cold prospects” (who need more engagement before deciding to buy something.

The conversion aim for hot prospects is simple; you should urge them to make an instant purchase. Content that includes discounts, sales, or deals must be visible to these visitors.

However, for cold prospects, you need a secondary conversion aim; to make them sign up to you. After they provide you with their contact details, you should communicate with them and develop your relationship until they are ready to purchase. Hence, provide cold visitors with content that makes them sign up, such as a downloadable eBook, in return for subscribing.

Picture credit: wishpond.com

You need to engage with your visitors with relevant messages, depending on their stage in the purchasing process.

Assume that you’re running a fitness and nutrition-related product store, so you can offer a FREE eBook to those visitors who are interested in your products but aren’t ready to make an instant purchase. The eBook must be problem-solving, which pushes the buyer to make a purchase later.

To get an eBook pop-up, you can download the free template from wishpond, and read the guide on how you can use it, and add it to your site.

Geotargeting

if your business is selling internationally, geo-targeting is a great way to increase conversion. Using location-based targeting, you can create various kinds of messages for numerous target countries.

Dividing your visitors based on their location permits you to provide them with deals on shipping, such as:

Targeting users based on their place in the purchasing process:

Typically, in a “sales funnel” or a purchasing process, your first aim is to get visitors into the funnel- this is known as “awareness.”

You also need to guide them through the following purchasing process; interest, consideration, intent, evaluation, and finally purchase.

It isn’t practical to provide the same message to early-stage visitors, advanced-stage visitors, or visitors who have at least thought of buying a solution for their problems.

You can recognize the following customer groups:

  1. Early-stage customers = awareness + interest stage
  2. Middle-stage customers = consideration + intent stage
  3. Late-stage customers = intent + evaluation stage

Now, start creating different messages for each of these groups:

  • Your main aim for early-stage visitors is to increase their engagement and awareness of your deals. They can also be used to increase your retargeting lists by adding them to your “cold traffic” list. Engagement and awareness for early-stage visitors can be increased by using helpful blog posts, updates on social media, infographics, audio and video podcasts, digital and printed magazines, etc.
  • More engaged customers such as middle-stage visitors are now accustomed to your business. For these customers, your main aim is lead generation or creating lists. These visitors are known as “warm traffic,” so it is essential to include them in a different remarketing list than early-stage visitors. It’s better to use informative and helpful resources such as webinars, events, offers, or even surveys and quizzes for middle-stage visitors. This helps in providing the visitor with the most relevant message at this stage in the buying process, and in turn, helps you gain customers.
  • The most valuable visitor are late-stage visitors. They are your most engaged customers, so lead nurturing is your main aim. Additionally, you need to keep striving to increase perceived value to reach a sale. It is also essential to increase your retargeting list at this stage. For instance, you can create a specific list for users who desert their shopping cart. You can communicate with late-stage visitors by giving them offers, discounts, coupons, etc. You can also provide sample products and free trials, showing successful reviews, showing different comparisons, and conducting webinars and events.

Moreover, you also need to consider your customer’s onsite behavior to engage them with the most relevant offer. Based on this, you can take control of who can see your pop-up. For instance, the customers who:

  • have been on the subpage for at least ‘X’ seconds
  • came from specific source URLs
  • haven’t opened at least ‘X’ number of page(s)
  • are scrolling through one of these pages
  • have visited these pages before
  • have spent at least ‘X’ seconds scrolling through the site
  • filled in or are already aware of the campaign
  • have not visited the page recently
  • have the following specific variables set
  • have custom items in their shopping cart

This helps you in showing different pop-ups to users coming from Facebook and AdWords ads. Display another campaign to users who have visited a special landing page but ended up not buying anything, or even target users who have already added some items to their shopping cart.

3. Instead of using the “one size fits all” approach, customize your message

The phrase “If you’re selling to everyone, you’re to no one” is particularly true for pop-ups on your website. Your customers are different individuals; they have different problems and needs, and they are looking for different items to reach different goals, so why would you treat them all the same?

Once you have sorted your customers into groups based on their interests, demographics, geographic variables, or stage in the purchasing process, you can communicate the most relevant message.

For example, if your business deals in clothing and the customer is interested in T-shirts, displaying “15% OFF on T-shirts” is much more effective than displaying “15% OFF on pants”.

Your pop-up message can be customized on four main levels

1. Same message for everyone

Displaying a general message to all of your website visitors; however, this is not suggested.

2. Hot prospects and cold prospects

Segmenting your audience based on their engagement, even this simple division, can help make a difference.

3. Numerous offers for each of the main visitor groups

You segment your customers into several groups based on appropriate variables and re-engage with them through customized messages.

4. Customized message for everyone through Dynamic Text Replacement

This is the most appropriate method which makes one-on-one customization possible, ensuring a user-specific experience.

Dynamic Text Replacement

It will update the message in your pop-up on its own, based on the variable you select.

Changing text dynamically permits you to gather leads more effectively, as it allows you to show highly customized messages to different customer groups by using only one pop-up. You can make one template, and then you may keep changing its content based on the needs of your audience. Using this method will reduce the amount of effort and ensure that all your customers receive a customized message.

4. Focus on value proposition and aim at a time

Convincing your visitors that they will benefit from your product is known as a value proposition. By limiting one value proposition per pop-up, you will maximize conversion with onsite retargeting.

Trying to achieve numerous goals with your pop-ups may minimize the chances of completing any of them. It will confuse your visitors and delay decision-making if you tell them to take multiple actions at the same time. That will make it difficult for users to understand your message and the value of your deals, and it will hinder them from buying anything or subscribing.

It is also essential to show your message clearly in your pop-up rather than using distracting graphics, so the readers can easily read the text. For instance, the pop-up below highlights the main focus, which is “$10 OFF”.

Focusing on one value proposition and aim at a time will make your pop-ups more effective. Below mentioned are several goals that you can achieve by using onsite retargeting and how you should achieve them by focusing on value proposition:

  • Reaching sales:
  • Offers deals and discounts
  • Promote special deals
  • Redirect to your best-selling products and deals
  • Provide a “save cart” option
  • Remind visitors who chose a deal
  • Creating your email list:
  • Emphasize signing up for your newsletter
  • Promote VIP membership
  • Suggest email-only-deals
  • Offer deals and incentives
  • Whitepapers and eBooks
  • Host a contest or sweepstakes
  • Free giveaways and item samples
  • Eliminate visitors deserting their shopping carts
  • Simple cart notice
  • Propose an incentive to complete checkout
  • Build a sense of urgency
  • Tell the visitors about the uniqueness of your offer
  • Cart notice with Nano-bars
  • Upselling and Cross-selling
  • Promote features and services
  • Upsell and cross-sell items
  • Cross-sell items enthusiastically
  • Creating a better customer experience
  • Inquire about feedback
  • Show customer service options
  • Divide your customers
  • Redirect to landing pages
  • Expand social media
  • Stress on your guarantee and return policy

5. Avoid asking too much personal information

The benefits of using onsite retargeting lie in giving value to your customers. Provide special rewards in return for people signing up for your newsletter, for instance: coupons, free eBooks, email-only deals, gifts, VIP membership, etc.

However, the value of your giveaway will not matter if you ask for excessive information, and no one will subscribe to your newsletter. New visitors may be uncertain and busy providing detailed information about themselves. On the flip side, you need to know as much data as possible for every potential client to communicate personalized messages.

So, compromise by keeping “less is more” in your mind. The less information you ask, the more conversions you will have. Keep your forms easy to understand so that more people sign up.

In numerous cases, asking for an email is sufficient, for instance:

As shown below, Vogue uses another popular “less is more” technique where they only request the email address of the visitor.

Picture credit: Vogue.com

Here is another example below from the “TimeToAct” campaign, where they have added optional fields to get more information.

All in all, any element on the form should be easily understood by the subscribers. You may end up losing leads if your form is hard to understand.

Here are more examples of the “less is more” approach to create pop-up forms:

  • Restrict the number of form fields
  • Text fields should be simple and named
  • When any visitor enters the wrong information, error messages should also be clear and easy to understand.

Conclusion

Follow these important guidelines to use pop-ups on your website without destroying the user experience. Firstly, instead of using entry pop-ups, create engagement-based pop-ups on your website.

The next step is to describe customer divisions and then showing appropriate deals. You can maximize the customization by using dynamic text replacement, which updates the content of your pop-ups for each visitor group on its own. Whichever division you are focusing on, prevent using the “one size fits all” strategy and focus on only one value proposition at a time.

Without ruining the user experience, you can maximize conversions, improve sales and subscriptions. By following these instructions and showing appropriate content, you can even improve the user experience.

In your opinion, which instruction is the most important for the pop-ups on your site? Let me know in the comments section below.

How To Do Local SEO for Businesses Without Physical Location in 2021

Local SEO refers to the process of increasing clarity for physical sites related to search results. It creates high-quality traffic and manages transactions for local businesses. It also supports businesses to compete with well-known brands.

It is valuable for all businesses as it helps in locating more customers for your company who wouldn’t have reached out in the first place. Local SEO offers the best results based on proximity and purpose.

A lot of individuals have many questions about conducting local SEO for businesses. These include processes that control managerial listings and do local SEO even while working from home. Besides, these also suggest some basic ideas for performing local SEO for customers like Credit Sesame and Mint that help consumers through virtual resources. 

Such questions about local SEO for businesses related to poor physical sites and varied patterns for client satisfaction concern frequently asked questions (FAQs) about AMA and are popular topics for marketing aspects. 

Few company holders and advertisers are not yet aware of the guidelines implemented carried out by Google. They often think about marketing strategies for promoting their non-brick-and-mortar businesses. Google always tries to update its policies. It is more likely to make errors, look over updates, and miss out on favorable chances.

What is more shocking is that there are many promotional plans available to almost all kinds of businesses. However, individuals need to determine what techniques are to be applied as every business is unique and different.

This article will help you perform local SEO for your business by increasing the number of your local clients according to the categories discussed below.

Find Your Business Model

Suppose you want to perform local SEO for your business. In that case, the chances are that it falls under the following categories:

Service Area Business (SAB)

This type of business does not have a physical storefront area. However, the seller does offer services to the client’s ultimate location. Several home-based services like interior-designing lie in this category. Your business might or might not have a physical site for your operations. Thus, the main feature of your business is to provide services to your clients at their locations.

Home-based Business

It refers to a type of business that runs from the owner’s home-based office or physical location. You can offer services to clients at your site that operate as an office or visit their places. You can also choose to perform a blend of these options (like a doctor who treats patients at a clinic and provides his services at his home-based clinic as well).

Suppose you do operate your business from home but haven’t ever met your customers in person for offering services. In that case, you fall under the below-mentioned category.

Virtual Business

According to Bizfluent, this term refers to a business that allows its employees to work remotely regardless of their physical location. 

It lets you perform transactions virtually through various telecommunication tools like computers, laptops, and Mobile phones. Your business can categorize as an e-commerce business (like Shaver Shop and American Crew) or offer digital services (like Personal Capital and Mint), or sell through other remote mediums. Virtual companies allow you to run your business from several physical locations. They attract customers from around the globe without them having to visit your actual location. The main feature of your business is that you never meet your clients in-person. 

Hybrid Business

As stated by Market Business News, a hybrid business is a company that operates virtually as well as has a brick-and-mortar location.

A hybrid business tends to present all features combined that other business models have to offer. An example would include a restaurant preparing a meal, retailing bottles of wine, and fulfilling customer orders. 

Another alternative would be a company running chains of family-style restaurants while advertising spices and other edibles. 

Yet another model for this type of business is Apple. It implements a hybrid business model, selling goods (iPhones) that support its platform (App Store).

This type of business model became increasingly popular in 2020 because of the COVID-19 pandemic and several other factors. These are combined when business owners want to increase visibility for their clients in local districts or regions. 

You can categorize your business according to the categories mentioned if you are advertising a hybrid business model. It allows you to use brick-and-mortar models with possible opportunities to create a plan aiming to achieve geographical visibility.  

Things to avoid while doing local SEO for your business model

Several business models meet many difficulties concerning local SEO, which can be challenging at times. Before any business acts upon local SEO opportunities, it is preferable to take safety measures to avoid any loss. Despite what your business model categorizes as, you should avoid the following steps that may result in local rankings for your business:

  1. Do not build any virtual offices without any employed staff or even P.O. boxes to fake a physical location in an attempt to produce local business listings.
  2. Avoid listing several locations through homes of employees, family, or even friends to pretend to be working from several addresses. 
  3. Avoid introducing your listings as holiday sites or vacant plots. Try listing sales offices or warehouses of these companies but not those premises that are to be sold or leased.
  4. Do not ever violate Google’s Guidelines. For any purpose, if you and your customer opt to violate these guidelines, then you are most likely to face possible bans. So, you should always first seek your client’s approval before taking any decision.
  5. Try to be mindful while making commitments related to results or agreeing to goals that seem unachievable compared to brick-and-mortar businesses. Google might or might not favor locations that display their addresses, which is still highly debatable.

Nevertheless, working for higher local visibility with brick-and-mortar brands is indeed frustrating. It is advisable to make plans according to demands that are possible to fulfill rather than goals that are not possible to achieve. It concerns how Google manages results for essential search phrases for various business models. 

Ways To Perform Local SEO For Your Service Area Business

Several people have a similar question regarding this type of business. How does a service area business allow individuals to search for them on Google? It may seem very simple by creating a Google My Business listing, but it is not. It does allow you to produce a visual so that clients can determine if your business is located somewhere nearby. Recent changes in Google guidelines for Service Area Businesses have created more favorable opportunities for you to take advantage of. We can list down essential strategies in three categories for you to follow: local, organic, and paid.

Local marketing for SABs

You can make your business successful by following the guidelines provided by Google, especially for SABs. SAB business models can now display their locations collectively. You can choose the service area of your liking. This change will be a helpful step for SABs around the world. You should thoroughly read these guidelines on the link provided, although you can find many of their important features mentioned below:

In-person Contact Required

SABs must contact clients in-person to become qualified for a Google My Business listing. Nonetheless, due to the on-going pandemic, do not worry that switching to a contact-less service will exclude you from the listing. The business model you want to advertise can still be categorized as a SAB, even if it offers housekeeping as a service or delivering products while maintaining social distance. 

Requirement for hiding location

You will be providing Google your location for creating a SAB listing. Providing an address is a requirement, even if it is the address of your home, warehouse, or other buildings. Furthermore, Google’s guidelines state that individuals should hide their location while creating SAB listings. It asks if individuals want to add a location that clients can visit. If they respond with a no, then Google automatically does not display your location. There are several reasons why many companies complain about this guideline. As stated above, it is questionable if hiding an address might influence a listing’s local rankings. It may or may not affect the rankings. However, listings without addresses do not have pins visible on Google maps, opposed to their brick-and-mortar competitors. This feature may serve as a limitation related to visual aspects. Hiding an address might impact the behavior of a client. It depends if they believe if the location of a business is somewhere nearby or not. This factor may also result in a decreasing the number of calls and leads.

However, Google holds the authority to determine if the specified business model should hide its location and remove it from the GMB panel if it previously had one. 

Setting service area allowed

Previous GMB listings had an option that allowed you to create an area displaying your location of service. Yet, for the recent listings, individuals must add cities (their business runs in) and their postal codes to show the place where your SAB operates. You are allowed to mention 20 locations. These locations should not exceed two hours of driving distance from where the SAB is situated.

There has been no research yet, to say whether displaying your service areas affects your local rankings. If you decide to show them, it is only for providing added guidance to your clients. 

More than one listing is allowed selected business models

Suppose a SAB has several physical locations with separate staff, which are about two hours away from each other and even has no intersecting service locations. In that case, they are allowed to create more than one listing. It is advised to keep a different contact number for every office, if possible. 

Sterling Sky has briefly discussed common queries related to this concept. The answer to this query includes the fact that Google previously only allowed for a single listing for SABs but not for franchises. The recent change in guidelines related to the two-hour interval has made these instructions clear. Google will categorize multiple services as a single business that is qualified only for a single listing. 

Few points to remember for SABs

Some important tips:

  1. Google categorizes ghost kitchens as a SAB; hence, the guidelines mentioned earlier are applicable for this type of business model.
  2. It depends upon you if you want to link your website’s homepage or a local page with your SAB GMB listings. Both of these options provide different benefits to the user. It may increase your rankings as homepages tend to have the greatest page authority, while the other option may serve as a good UX for your clients. 
  3. Do not miss the opportunity to design better service menus for your GMB dashboard. Try to mention all the services that your SAB offers.
  4. With Google as an exception, other business platforms do not make listings for SABs difficult related to hidden locations. You can display your locations on other platforms as you want unless it states that you cannot. This step will allow potential customers to know that the location of your SAB is nearby. 

Organic marketing for SABs

Every SAB aims to design and publish the best website as it can. Similarly, like a brick-and-mortar business, your website should be suitable for mobiles and user-friendly as well. It should also have an excellent internal link structure, quality content that appeals to the consumer, and domain authority obtained from inbound links. It would be best to get your website the highest rank possible for your important search phrases.

Things tend to be difficult that relate to SABs for organic marketing; this usually concerns landing pages. Thus, this concept is important when it comes to doing local SEO.

Brick-and-mortar businesses should design a different site landing page for every physical store they have. These individual pages aim to provide services to a particular local audience with quality content catering to their needs about the SAB’s location.

The mentioned pages can rank higher through the organic method. They can also serve as landing page URLs for GMB listings concerning different locations. A SAB with different physical locations can use such pages to show clients they truly categorize as a local SAB even if they do not visit such stores in-person.

However, the most important question is whether SABs should offer their services over areas past their physical location or if these landing pages for a SAB can only serve the locality they offer their services to. 

Following this, you should design service area landing pages for SABs. You can use this technique if every service city has something different to offer and restrict your areas to an appropriate measure. 

For instance, an architect in San Francisco Bay Area can create some excellent landing pages highlighting houses he has designed in San Francisco, Oakland, Berkeley, San Mateo, and Mill Valley. He can still design buildings or homes even if he does not have a physical office at every location. Every landing page should concentrate on various previously completed projects, historical data related to the city’s structure, the number of satisfied customers in each city, etc. If these landing pages rank higher, then they can help attract customers very well.

Things that a SAB marketer should avoid

  1. Designing similar or near-similar service area landing pages as there are almost no different features related to services offered or clients connected to various cities. 
  2. Producing a number of these pages for getting an individual SAB location to rank higher over a large area such as multiple states or countries. 

Select an appropriate method for the client, and concentrate on quality content to satisfy their queries and meet their requirements. Create a strong internal link layout for these pages, and earn some useful inbound links. You can also follow their rankings for specified keyword phrases in the localized-organic category. 

Paid local marketing for SABs

Any individual who advertises a SAB knows that one reason for their lower rankings across their service areas is Google’s guidelines related to user-to-business proximity. 

Despite a separate set of guidelines for SABs, Google still handles these business models like brick-and-mortar storefronts. It just focuses on higher rankings related to their locations (hidden). 

Google’s Local Services Ads plan allows you to pay to fill in the gaps when you fail to get the desired visibility through local and organic efforts. If the SAB you’re marketing suits a particular industry or an area, you can create ads for several jobs you would do in the area of your choice by paying Google for the leads they offer. 

At the same time, SABs can also run Google Ads for further paid coverage.

LSAs and Google Ads’ drawbacks are that they demand an investment (compared to the “free” visibility that local and organic methods offer). Following, these local brands also rely on Google for income.

Remember to work hard to convert all Google leads into customers besides Google’s lead gen loop. An advantage that paid Google advertising offers is that it allows you to pay for visibility when there is no other method to earn it. If it produces a good ROI for the business you’re marketing, then it may prove to be a valuable investment.

Ways To Perform Local SEO For Your Home-Based Businesses

 

SABs might feel that they are at a loss due to the recent change in Google’s guidelines as it asks them to hide their locations. Though, for several home-based businesses, the case might be very different. Many home-based business owners do not want to display their addresses. This situation arises as they do not want their clients to be confused if they reach their homes expecting a physical storefront. 

Every home-based business owners have different demands and opportunities. When you advertise a home-based brand, ask the owner that which of the situations are suitable for their business model:

1. I offer services to my clients in-person at my place and hence want my location to be publicly displayed

A few examples could be a tutoring academy, personal yoga instructors, or home-based clinics. In this particular scenario, a home-based business should use street-level signage and gain several other benefits by advertising itself as a brick-and-mortar business.

If this business model includes appointments only, Google suggests that you do not restrict your operating hours. Upon the basis of your selected GMB category, you might qualify for using Google’s booking features. Further, you can also specify in the business description window that services are accessible only by prior appointments. 

2. I offer services to my clients in-person at my place and thus do not want to disclose my location

Google did not provide clear instructions for this business model, but you need to run it as a SAB that does not want to display its location. It also wants you to remove any addresses from the information section on the Google My Business panel. However, you may select a service area for your SAB.

Suppose you think privacy is essential for your specific business model. In that case, you should know that Google may have recordings of your location. Defects or changes in guidelines can make your location publicly visible in the future. 

Beyond Google, you can register your home-based business model in the list that does not display addresses. It is less likely for you to design location landing pages with this particular business model. However, it would be best to create quality content on hyperlocal city and neighborhood terms to gain more nearby organic visibility without displaying your address.

3. I operate my business from home and offer services to customers at their locations

Services suitable for this business model may include plumbing, accountancy, and housekeeping. It can even have a similar situation where the business’s base office is the owner’s home. However, traveling nearby for work may serve as a requirement for work.

The specified business model is an example of a regular SAB that Google wants to hide its location and service areas for listing.

Furthermore, it is essential to note that home-based SABs cannot access Google Maps products. Yet, they may use Google My Business if they do not disclose their addresses; otherwise, it may result in a ban or removal of the listings.

Beyond Google, it’s up to you whether you hide your address or not for your listings. You can also register with directories that do not disclose addresses. Similarly, like several SABs, you should analyze the section mentioned earlier if your business operations will create high-quality landing pages to showcase different cities in the area your business model operates. 

4. I offer services from my home and do not meet any customers in-person

These guidelines made this situation extremely unclear in the year 2020 when coronavirus forced people to work from home. Several business models displaced in-person services with online or tele-appointments, as well as, other sorts of communication. 

Previously, virtual businesses were not allowed to access Google My Business listings. The whole world has transformed since the outbreak of the coronavirus. Still, it is yet to determine whether Google is going to make changes in its guidelines or not!

Google was asked how experts like therapists should list themselves as, who previously worked from their offices but are now working from homes through telemedicine and online appointments. As the model is currently virtual, have they become unsuitable for categorizing for a GMB listing, or will they be listed as home-based businesses?

Here is the response I got:

In line with this spokesperson, if the business model previously offered services to customers in-person and hopes to continue in-person appointments in the future, then it will still be eligible. List your business model like a regular home-based business, applying the criteria mentioned above. It would be useful if Google decides to renew its guidelines to share such information.

Nonetheless, if the business model has always been virtual and does not offer services to customers in-person, then please move forward to the following section:

Ways To Perform Local SEO For Your Virtual businesses

E-commerce businesses fall under a virtual business category as they offer digital goods and provide services without any storefronts. Thus, frustrated virtual brands ask the most common question in this sector related to restrictions of competing with local and physical brands for online visibility.

It helps provide clear instructions for virtual businesses about what they can or can’t do to avoid wastage of time and resources on useless strategies. Any grey areas must be highlighted as well.

To avoid wasting time and resources on dead-end strategies, it’s best to clearly outline what virtual brands can and can’t do to compete. And, we should also highlight grey areas.

Things you can’t do

If you do not offer in-person services, then the business model does not qualify for a Google My Business listing. You can list your brand in other categories but Google’s. So, don’t even try wasting time on competing for local pack/local finder/maps rankings. 

Things you can do

You can get organic rankings through the content you create and the links you obtain to increase that content’s Page Authority.

Options for paid visibility are readily available through Google Ads with locations targeting in important areas for your business model.

Grey areas

There are few scenarios in which a virtual brand may be eligible for a GMB listing. This is applicable if they have staffed physical offices that need to be publicly displayed for associates like B2B partners.

In case, suppose these businesses have national or overseas clients, then this listing will not benefit them in terms of nation-wide local pack rankings. 

Localized organic visibility for virtual businesses

Recently, Google representatives have declared that 46% of the searches were local and that a user’s location plays a major role in search engines than other personalizations.

For fully virtual businesses, this does not seem like a good idea. Google’s new guideline for localization of organic SERPs makes it difficult for e-commerce and other digital brands to compete. 

In a seminar organized by Moz, a member of the audience asked how car insurance companies can rank higher in searches like “Car insurance near me.” He was worried as it seems that Google is likely to favor local businesses and known brands.

Virtual brands have to produce organic authority as much as possible. A common technique you should not use is creating copies of city-level landing pages for all cities in the country. 

You can see several examples on the Internet filled with links to various poor city-level pages.

Instead, brands who fight for difficult terms need to invest in creating an authority to challenge Farmers Insurance or a Geico. They should use this method to present themselves to Google as relevant for prime organic visibility for head terms.

And in situations where it’s more likely, try designing landing pages for the top cities with quality content on them, a few times improving optimization to achieve favorable longer-tail terms.

Several virtual businesses have to pay for placements rather than organic rankings.

Brands should search for their relevant geographic market competitors and examine them if competition exists with the right combination of authority and better search phrases. 

Local Market Analytics now offers you multiple samples for brands to view their competitors in their area of choice for the search phrases you need for quality content.

Conclusion

There is a simple local marketing process for every non-brick-and-mortar brand. Though, 2021 may turn out to be the year for further change in guidelines.

Indeed, several brick-and-mortar brands will use digital sales in the following months to follow social distancing demands and shifting to hybrids.

Retailers with physical storefronts will apply complex solutions on their websites while secretly advancing towards Google Shopping with its “available nearby” filter.

Digital brands will proceed to try the Warby Parker method of shifting from DTC sales to creating physical storefronts. Hence, qualifying them for local pack rankings. I would say that 2021 might seem less promising for such methods than the previous years due to the implementation of social distance guidelines.

Due to the outbreak of coronavirus, entrepreneurs who worked hard in the previous year searching for opportunities to establish themselves might now be enjoying fruits of success. 

All brands relevant to brick-and-mortar, SAB, virtual, and hybrid models will now operate from the boundaries of their homes. 

It’s now Google’s responsibility to have proper check and balance in its updated guidelines and see if it fits with current commercial reality or needs new updates. Always search for opportunities that come from a change in policies and new Google features over time.  Businesses and their advertisers need to recognize easy, medium, and hard local and organic approaches related to the specific business models. Also, you can improve your approach with paid inclusion if there is no other way possible. 

Which of the following represents a macro conversion for an ecommerce site?

Below is the answer and explanation for the question which of the following represents a macro conversion for an ecommerce site?

Which of the following represents a macro conversion for an ecommerce site?

  • Receiving a product inquiry
  • A completed sale transaction ✅
  • A click on a “buy” button
  • Collecting a lead
  • All of these are macro conversions for an e commerce site.

Correct answer

A completed sale transaction ✅

Explanation

Macro conversions are your primary business objectives. Micro conversions are the relationship building activities that lead up to a macro conversion.

  • micro conversions, for example, signups for your email newsletter, account creations, and other activities that often precede a purchase
  • macro conversions, i.e. sales transactions

The above answer and explanation are related to Google Analytics individual qualification exam. You can find all the updated questions and answers related to Google Analytics individual qualification exam on the “Google Analytics individual qualification exam” page. If you find any error or update in question or answers, do comment below and let us know. We will update the answers as soon as possible.

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Conversion rate with one unique and one repeated with purchase.

Below is the answer and explanation for the question conversion rate with one unique and one repeated with purchase?

Conversion rate with one unique and one repeated with purchase.

  • 200%
  • 100% ✅
  • 33%
  • 50%
  • 0%

Correct answer

100% ✅

Explanation

Transactions in Analytics can be counted multiple times in a session provided each Transaction has a unique transaction ID. This means that users who completed multiple Transactions in a given session will register multiple Transactions in Analytics.

The above answer and explanation are related to Google Analytics individual qualification exam. You can find all the updated questions and answers related to Google Analytics individual qualification exam on the “Google Analytics individual qualification exam” page. If you find any error or update in question or answers, do comment below and let us know. We will update the answers as soon as possible.

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Metrics to measure performance against maximizing performance.

Below is the answer and explanation for the question metrics to measure performance against maximizing performance?

Metrics to measure performance against maximizing performance.

  • Pages / Visitc
  • Ecommerce conversion rate ✅
  • Page Value
  • Bounce rate

Correct answer

Ecommerce conversion rate ✅

Explanation

Ecommerce conversion rate metrics would most directly help you measure performance against the objective of maximizing the number of sales through your website.

The above answer and explanation are related to Google Analytics individual qualification exam. You can find all the updated questions and answers related to Google Analytics individual qualification exam on the “Google Analytics individual qualification exam” page. If you find any error or update in question or answers, do comment below and let us know. We will update the answers as soon as possible.

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Which of the following technologies or feature can be used to add data to Google Analytics?

Below is the answer and explanation for the question which of the following technologies or feature can be used to add data to Google Analytics?

Which of the following technologies or feature can be used to add data to Google Analytics?

  • Data import, intelligence
  • Data import, measurement protocol ✅
  • Real-time, intelligence
  • Data import, Real-Time

Correct answer

Data import, measurement protocol ✅

Explanation

Hit Data import lets you send hit data directly into Google Analytics. This provides an alternative to using the tracking code, Collection API, the Mobile SDKs, or the Measurement Protocol.

The above answer and explanation are related to Google Analytics individual qualification exam. You can find all the updated questions and answers related to Google Analytics individual qualification exam on the “Google Analytics individual qualification exam” page. If you find any error or update in question or answers, do comment below and let us know. We will update the answers as soon as possible.

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Digital Analytics is:

Below is the answer and explanation for the question Digital Analytics is:

Digital Analytics is:

  • The analysis of qualitative data from your business
  • A process of continual improvement of the online experience
  • The analysis of quantitative data from your business
  • The analysis of data from your business and the competitio
  • All of these answers are correct ✅

Correct answer

All of these answers are correct ✅

The above answer and explanation are related to Google Analytics individual qualification exam. You can find all the updated questions and answers related to Google Analytics individual qualification exam on the “Google Analytics individual qualification exam” page. If you find any error or update in question or answers, do comment below and let us know. We will update the answers as soon as possible.

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Which of the following would be most useful for optimizing landing pages?

Below is the answer and explanation for the question which of the following would be most useful for optimizing landing pages?

Which of the following would be most useful for optimizing landing pages?

  • Pageviews
  • Bounce Rate ✅
  • Unique Pageviews
  • Visits
  • Unique Visits

Correct answer

Bounce Rate ✅

Explanation

Bounce Rate is the percentage of single-page sessions. If you find a landing page with a high bounce rate, that destination URL might not match the expectation set by your ad text, or it might not have engaging content with a clear navigation path.

The above answer and explanation are related to Google Analytics individual qualification exam. You can find all the updated questions and answers related to Google Analytics individual qualification exam on the “Google Analytics individual qualification exam” page. If you find any error or update in question or answers, do comment below and let us know. We will update the answers as soon as possible.

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Which of the following is not a default medium in Google Analytics?

Below is the answer and explanation for the question which of the following is not a default medium in Google Analytics?

Which of the following is not a default medium in Google Analytics?

  • Referral
  • Email ✅
  • Cpc ✅
  • All of these are default medium
  • Organic

Correct answer

Email ✅
Cpc ✅

Explanation

There are only 3 default medium in Google Analytics i.e Organic, Referral and None.

The above answer and explanation are related to Google Analytics individual qualification exam. You can find all the updated questions and answers related to Google Analytics individual qualification exam on the “Google Analytics individual qualification exam” page. If you find any error or update in question or answers, do comment below and let us know. We will update the answers as soon as possible.

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