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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. Bayesian and Frequentist are which of the following?
Answer Provided: ?Schools of thought in statistics

Correct Answer: Schools of thought in statistics

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3. What is “flicker”?
Answer Provided: ?When results go between statistical significance and non-significance

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

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

Correct Answer: Multivariate Test

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5. Which of the following is NOT a benefit of test iteration?
Answer Provided: ?You get to build off of past learnings

Correct Answer: Increased statistical power

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6. 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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7. Which of the following is NOT a good strategy for analyzing test results?
Answer Provided: ?Track macro and micro-conversions

Correct Answer: None of the answers

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8. 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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9. 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

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10. Which is NOT a factor in calculating sample size (in Frequentist statistics)?
Answer Provided: ?Minimum Detectible Effect

Correct Answer: Time

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11. What is a Sample Ratio Mismatch?
Answer Provided: ?When the power of a test is too low to detect an effect

Correct Answer: The observed traffic split is statistically significantly different from what was expected

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12. After you have completed your conversion audit and have a list of hypotheses, what is the next step you need to take?
Answer Provided: ?Ask the client/stakeholder which tests they think are the most important

Correct Answer: Prioritize the hypotheses based on your framework of choice

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13. What is not a valid CRO option when a site has little traffic?
Answer Provided: ?Lower your bar for confidence

Correct Answer: Believe you cannot run any tests

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14. 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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15. 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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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. Which of the following is a reason to document experiments?
Answer Provided: ?Look for patterns and insights across tests

Correct Answer: All the answers are correct

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18. What should you do if you want to experiment on a website with little traffic?
Answer Provided: ?Test on segments

Correct Answer: Test high-impact changes

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19. What does “ARPU” stand for?
Answer Provided: ?Aggregated Revenue Per Unique visitor

Correct Answer: Average Revenue Per User

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20. 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: ?The test was inconclusive

Correct Answer: It depends on the hypothesis

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

Correct Answer: Attention, Interest, Desire, Action

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

Correct Answer: SWOT

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

Correct Answer: Humour

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24. 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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25. Which is NOT a valid reason to run an A/A test?
Answer Provided: ?To determine if your testing platform is functioning correctly

Correct Answer: To measure the confidence of your control

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26. Which of the following is TRUE of best practices?
Answer Provided: ?Should always be implemented

Correct Answer: They are a good starting point for ideation and testing

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

Correct Answer: It is a systemic preference towards something

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28. 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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29. 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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30. 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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