Exam answers for: Mike Harper for June 24 2022 11:29:44

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1. In A/B testing, a “control” is generally which of the following?
Answer Provided: ? The version where no changes have been made

Correct Answer: The version where no changes have been made

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

Correct Answer: You should never promise any outcomes

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

Correct Answer: Time

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4. Which of the following is true about p-values?
Answer Provided: ? 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.

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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5. Which of the following describes a “Holdout Group”?
Answer Provided: ? 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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6. Which BEST defines “Baseline Conversion”?
Answer Provided: ? 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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7. When writing copy, what is your #1 priority?
Answer Provided: ? Writing for clarity, not cleverness

Correct Answer: Writing for clarity, not cleverness

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8. After you have completed your conversion audit and have a list of hypotheses, what is the next step you need to take?
Answer Provided: ? Prioritize the hypotheses based on your framework of choice

Correct Answer: Prioritize the hypotheses based on your framework of choice

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9. Which of the following is NOT a benefit of test iteration?
Answer Provided: ? Increased statistical power

Correct Answer: Increased statistical power

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

Correct Answer: Multivariate Test

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11. A test has a >50% lift to your primary metric. What is the first thing you should do?
Answer Provided: ? Sanity check your results

Correct Answer: Sanity check your results

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12. What should you do before you run an experiment?
Answer Provided: ? All answers are correct

Correct Answer: All answers are correct

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13. The “C” in “VOC” stands for which of the following?
Answer Provided: ? Customer

Correct Answer: Customer

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14. If a program’s ratio of “successful” tests (aka “win rate”) to launched tests is constantly 50%, what should you suspect?
Answer Provided: ? The CRO is not testing meaningful hypotheses or picking the KPI after the experiment has concluded

Correct Answer: The CRO is not testing meaningful hypotheses or picking the KPI after the experiment has concluded

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15. Select the option which BEST completes the following sentence, “Great Experiments ______”:
Answer Provided: ? Answer business questions

Correct Answer: Answer business questions

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16. Which is NOT a benefit of having “North Star Metric”?
Answer Provided: ? They have no sample size requirements

Correct Answer: They have no sample size requirements

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

Correct Answer: Breaking longer text into smaller parts

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

Correct Answer: All the answers are correct

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19. What is quantitative research NOT used for?
Answer Provided: ? Understanding why users are behaving a certain way

Correct Answer: Understanding why users are behaving a certain way

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20. “AIDA” stands for which of the following?
Answer Provided: ? Attention, Interest, Desire, Action

Correct Answer: Attention, Interest, Desire, Action

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

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

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22. What of the following is NOT true about a Unique Selling (or Value) Proposition?
Answer Provided: ? 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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23. What should you do if you want to experiment on a website with little traffic?
Answer Provided: ? Test high-impact changes

Correct Answer: Test high-impact changes

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24. Which is NOT a characteristic of “Novelty effects”?
Answer Provided: ? New features always perform the best

Correct Answer: New features always perform the best

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

Correct Answer: Customers like you also liked this.

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

Correct Answer: Humour

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

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

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

Correct Answer: Experiment results do not alter any plans

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29. Which of the following is TRUE of best practices?
Answer Provided: ? 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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30. Heatmaps are what form of data?
Answer Provided: ? Quantitative and Qualitative

Correct Answer: Quantitative and Qualitative

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