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1. Which of the following is not a popular prioritization framework?
Answer Provided: ?SWOT

Correct Answer: SWOT

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2. 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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3. Which is NOT a valid reason to run an A/A test?
Answer Provided: ?To demonstrate the problem with “peeking”

Correct Answer: To measure the confidence of your control

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4. Which generally happens when testing many variants running at once?
Answer Provided: ?The power of your experiment decreases drastically

Correct Answer: The power of your experiment decreases drastically

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

Correct Answer: Attention, Interest, Desire, Action

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6. 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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7. 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: ?It depends on the hypothesis

Correct Answer: It depends on the hypothesis

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8. When writing copy, what is your #1 priority?
Answer Provided: ?Converting multiple target audiences

Correct Answer: Writing for clarity, not cleverness

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9. 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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10. Which of the following is true about tests that are run during holidays?
Answer Provided: ?Visitors during holidays are not necessarily like visitors during the rest of the year

Correct Answer: Visitors during holidays are not necessarily like visitors during the rest of the year

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

Correct Answer: It ignores upper-funnel activities

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12. Which of the following is true about p-values?
Answer Provided: ?If p = .05, the null hypothesis has a 5% chance of being 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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13. What is “bias”?
Answer Provided: ?When an experimenter believes something to be true

Correct Answer: It is a systemic preference towards something

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14. Which is a danger of following best practices?
Answer Provided: ?They may not work for you

Correct Answer: They may not work for you

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15. 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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16. 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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17. 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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18. What can we learn from tests run on sites that aren’t our own?
Answer Provided: ?Nothing

Correct Answer: What worked for them and their audience

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

Correct Answer: Product-Market Fit

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20. Which BEST describes an experiment “Hypothesis”?
Answer Provided: ?An educated guess as to what will happen during your experiment

Correct Answer: An educated guess as to what will happen during your experiment

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21. When collecting test ideas, which of the following should NOT be done?
Answer Provided: ?Only consider best practices

Correct Answer: Only consider best practices

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22. In Frequentist statistics, which of the following is the risk of testing too many KPIs?
Answer Provided: ?Increased chance of a false positive

Correct Answer: Increased chance of a false positive

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23. 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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24. Which of the following is an example of scarcity?
Answer Provided: ?Only 7 left in stock.

Correct Answer: Only 7 left in stock.

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25. 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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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 does NOT describe what an “Experiment” is?
Answer Provided: ?A method to demonstrate a known fact

Correct Answer: A way to permanently change your website

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

Correct Answer: Multivariate Test

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29. Which is a benefit of testing extreme changes?
Answer Provided: ?Generating stronger signals to measure

Correct Answer: Generating stronger signals to measure

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30. Which BEST describes why you should always define a “Test Hypothesis”
Answer Provided: ?To ensure you learn, no matter what the test outcome because the experiment will either prove or disprove your hypothesis

Correct Answer: To ensure you learn, no matter what the test outcome because the experiment will either prove or disprove your hypothesis

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