Results for tobiasb@trkkn.com

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1. An experiment demonstrates a 10% decrease in conversion rate at a 99% confidence level. In what way is this still a ‘win’?
Answer Provided: ?Statistically significant results are better than 'flat' results

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

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

Correct Answer: Time

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4. 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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5. 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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6. 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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7. 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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8. 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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9. What does “KPI” stand for?
Answer Provided: ?Key Performance Indicator

Correct Answer: Key Performance Indicator

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

Correct Answer: Product-Market Fit

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11. 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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12. What is a “Bonferroni Correction”?
Answer Provided: ?A way to control for false positives when analyzing multiple metrics

Correct Answer: A way to control for false positives when analyzing multiple metrics

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13. 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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14. 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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15. 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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16. 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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17. 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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18. 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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19. 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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20. 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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21. 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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22. What does “ARPU” stand for?
Answer Provided: ?Average Revenue Per User

Correct Answer: Average Revenue Per User

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

Correct Answer: Multivariate Test

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25. 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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26. 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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27. 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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28. Which of the following is not one of Cialdini’s 6 Principles of Persuasion?
Answer Provided: ?Humour

Correct Answer: Humour

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29. 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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30. 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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