Exam answers for: Francesca Magana for June 24 2022 14:57:21

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1. What is qualitative research used for ?
Answer Provided: βœ“ Understanding why your users are behaving a certain way

Correct Answer: Understanding why your users are behaving a certain way

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2. What is Peeking?
Answer Provided: βœ“ Looking at test results before the test is complete with the intention of ending the test.

Correct Answer: Looking at test results before the test is complete with the intention of ending the test.

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3. Heatmaps are what form of data?
Answer Provided: βœ“ Quantitative and Qualitative

Correct Answer: Quantitative and Qualitative

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4. Which BEST describes a CTA / call to action?
Answer Provided: βœ“ A prompt telling the user to take an action

Correct Answer: A prompt telling the user to take an action

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5. Which of the following is true about p-values?
Answer Provided: βœ• p = .05 means that if you reject the null hypothesis, the probability of a type I error (aka false positive) is only 5%

Correct Answer: The p-value is the probability of obtaining a result equal to or more extreme than what was observed, assuming that the Null hypothesis is true.

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6. What does “MVT” stand for?
Answer Provided: βœ“ Multivariate Test

Correct Answer: Multivariate Test

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7. Which of the following sources of data has the least amount of bias?
Answer Provided: βœ“ Meta-analyses

Correct Answer: Meta-analyses

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8. Which is NOT a valid reason to run an A/A test?
Answer Provided: βœ“ To measure the confidence of your control

Correct Answer: To measure the confidence of your control

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9. Which of the following BEST describes “statistical significance”?
Answer Provided: βœ“ The probability the result observed was not due to random chance

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Correct Answer: The probability the result observed was not due to random chance

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10. What should you do if you want to experiment on a website with little traffic?
Answer Provided: βœ“ Test high-impact changes

Correct Answer: Test high-impact changes

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11. Which of the following is a reason to document experiments?
Answer Provided: βœ“ All the answers are correct

Correct Answer: All the answers are correct

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12. What is the most important step you can take to increase your funnel’s final conversion rate?
Answer Provided: βœ“ Identify the biggest drop-off points and prioritize fixing those

Correct Answer: Identify the biggest drop-off points and prioritize fixing those

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13. Which of the following is NOT an example of urgency?
Answer Provided: βœ“ Customers like you also liked this.

Correct Answer: Customers like you also liked this.

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14. Which of the following is not one of Cialdini’s 6 Principles of Persuasion?
Answer Provided: βœ“ Humour

Correct Answer: Humour

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15. Which BEST defines “Baseline Conversion”?
Answer Provided: βœ“ The most recently recorded conversion rate of the metric you want to measure

Correct Answer: The most recently recorded conversion rate of the metric you want to measure

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16. Which of the following describes a “Holdout Group”?
Answer Provided: βœ“ A control group that does not get exposed to a treatment/variation

Correct Answer: A control group that does not get exposed to a treatment/variation

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17. What is not a valid CRO option when a site has little traffic?
Answer Provided: βœ“ Believe you cannot run any tests

Correct Answer: Believe you cannot run any tests

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18. An experiment demonstrates a 10% decrease in conversion rate at a 99% confidence level. In what way is this still a ‘win’?
Answer Provided: βœ“ You’ve saved the business time and money which they might have by implementing this costly feature

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Correct Answer: You’ve saved the business time and money which they might have by implementing this costly feature

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19. Which of the following is a problem with last-touch attribution?
Answer Provided: βœ“ It ignores upper-funnel activities

Correct Answer: It ignores upper-funnel activities

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20. Which of the following is an example of social proof?
Answer Provided: βœ“ Customers like you also liked this.

Correct Answer: Customers like you also liked this.

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21. What is NOT a sign of a healthy Experimentation Culture?
Answer Provided: βœ“ Experiment results do not alter any plans

Correct Answer: Experiment results do not alter any plans

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22. If there is no meaningful difference between your control and variation in terms of your success metric, which of the following should you decide?
Answer Provided: βœ“ It depends on the hypothesis

Correct Answer: It depends on the hypothesis

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23. Which BEST describes experiment “Interaction Effects” ?
Answer Provided: βœ“ When one experiment impacts the outcome of another

Correct Answer: When one experiment impacts the outcome of another

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24. Which of the following is TRUE of best practices?
Answer Provided: βœ“ They are a good starting point for ideation and testing

Correct Answer: They are a good starting point for ideation and testing

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25. When writing copy, what is your #1 priority?
Answer Provided: βœ“ Writing for clarity, not cleverness

Correct Answer: Writing for clarity, not cleverness

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26. Which is NOT a factor in calculating sample size (in Frequentist statistics)?
Answer Provided: βœ“ Time

Correct Answer: Time

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27. What is a safe increase in conversion rate that one can promise to a client/stakeholder?
Answer Provided: βœ“ You should never promise any outcomes

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Correct Answer: You should never promise any outcomes

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28. What of the following is NOT true about a Unique Selling (or Value) Proposition?
Answer Provided: βœ“ Customers know what it is before landing on your property

Correct Answer: Customers know what it is before landing on your property

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29. “PMF” stands for which of the following?
Answer Provided: βœ“ Product-Market Fit

Correct Answer: Product-Market Fit

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30. Which of the following is an example of “chunking”?
Answer Provided: βœ“ Breaking longer text into smaller parts

Correct Answer: Breaking longer text into smaller parts

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