Results for ryan.davis@johnlewis.co.uk

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1. What is Peeking?
Answer Provided: ?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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2. 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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3. 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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4. 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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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. Which of the following is not one of Cialdini’s 6 Principles of Persuasion?
Answer Provided: ?Humour

Correct Answer: Humour

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7. 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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8. Which of the following CANNOT help you write copy for conversion?
Answer Provided: ?Rewriting competitors' messaging

Correct Answer: Mining customer reviews and testimonials.Rewriting competitors’ messaging

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9. What is a “hero image”?
Answer Provided: ?It is the largest image near the top of a webpage

Correct Answer: It is the largest image near the top of a webpage

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10. 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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11. What does “KPI” stand for?
Answer Provided: ?Key Performance Indicator

Correct Answer: Key Performance Indicator

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12. 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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13. 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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14. 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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15. 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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16. Which of the following is not a popular prioritization framework?
Answer Provided: ?SWOT

Correct Answer: SWOT

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17. 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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18. 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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19. What is “flicker”?
Answer Provided: ?When the contents of a variation visibily change during loading because your testing tool is overriding existing code

Correct Answer: When the contents of a variation visibily change during loading because your testing tool is overriding existing code

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20. What is the most important step you can take to increase your funnel’s final conversion rate?
Answer Provided: ?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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21. 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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22. Which BEST describes experiment “Interaction Effects” ?
Answer Provided: ?When one experiment impacts the outcome of another

Correct Answer: When one experiment impacts the outcome of another

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23. What is copywriting for conversion?
Answer Provided: ?Copywriting that compels the reader to perform a specific action

Correct Answer: Copywriting that compels the reader to perform a specific action

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24. 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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25. Which of the following sources of data has the least amount of bias?
Answer Provided: ?Meta-analyses

Correct Answer: Meta-analyses

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

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

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27. 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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28. 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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29. 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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30. 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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