Results for hayley@hayleysalisbury.com

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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 characteristic of “Novelty effects”?
Answer Provided: ?New features always perform the best

Correct Answer: New features always perform the best

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

Correct Answer: Believe you cannot run any tests

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5. What does “ARPU” stand for?
Answer Provided: ?Average Revenue Per User

Correct Answer: Average Revenue Per User

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6. 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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7. 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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8. 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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9. Confidence levels must be which of the following?
Answer Provided: ?Set based on the needs of an experiment

Correct Answer: Set based on the needs of an experiment

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

Correct Answer: Multivariate Test

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

Correct Answer: Customers like you also liked this.

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12. 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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13. 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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14. Which of the following best describes why letting a test run longer than planned may not be beneficial?
Answer Provided: ?Your p-values are likely to decrease

Correct Answer: You are probably not testing something very impactful

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15. 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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16. 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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17. 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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18. In Frequentist statistics, which of the following is the risk of testing too many KPIs?
Answer Provided: ?Smaller sample sizes

Correct Answer: Increased chance of a false positive

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19. 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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20. 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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21. 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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22. Which of the following is NOT a benefit of test iteration?
Answer Provided: ?With luck, you can reuse some assets – saving you time

Correct Answer: Increased statistical power

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23. Which of the following characterizes Value Propositions and Unique Selling Propositions?
Answer Provided: ?It is that very reason which motivates a buyer to purchase that product

Correct Answer: It is that very reason which motivates a buyer to purchase that product

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

Correct Answer: To measure the confidence of your control

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26. 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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27. 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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28. What is a false negative?
Answer Provided: ?It is when you don't detect an effect when one exists

Correct Answer: It is when you don’t detect an effect when one exists

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

Correct Answer: Humour

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30. 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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