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1. What can we learn from tests run on sites that aren’t our own?
Answer Provided: ?What worked for them and their audience

Correct Answer: What worked for them and their audience

2. 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

3. 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

4. What is a false negative?
Answer Provided: ?It is when you detect an effect when none exists

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

5. What does “KPI” stand for?

6. What is “bias”?
Answer Provided: ?It is a systemic preference towards something

Correct Answer: It is a systemic preference towards something

7. 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

8. “PMF” stands for which of the following?

9. In Frequentist statistics, which of the following is the risk of testing too many KPIs?

Correct Answer: Increased chance of a false positive

10. 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

11. Which of the following is true about p-values?
Answer Provided: ?p = .05 means that if you reject the null hypothesis, the probability of a type I error (aka false positive) is only 5%

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.

12. 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

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

14. After you have completed your conversion audit and have a list of hypotheses, what is the next step you need to take?

15. Which BEST describes experiment “Interaction Effects” ?
Answer Provided: ?When you run multiple tests on one site

Correct Answer: When one experiment impacts the outcome of another

16. Which is NOT a factor in calculating sample size (in Frequentist statistics)?

17. Which of the following does NOT describe what an “Experiment” is?

18. Which of the following CANNOT help you write copy for conversion?

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

19. 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

20. When writing copy, what is your #1 priority?
Answer Provided: ?Writing for clarity, not cleverness

Correct Answer: Writing for clarity, not cleverness

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

22. Heatmaps are what form of data?

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

24. What is not a valid CRO option when a site has little traffic?

Correct Answer: Believe you cannot run any tests

25. 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

26. In A/B testing, a “control” is generally which of the following?

27. Which of the following is a reason to document experiments?

28. 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

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

Correct Answer: Attention, Interest, Desire, Action