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1. 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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2. 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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3. 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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4. Which of the following is true about p-values?
Answer Provided: ?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.

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.

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5. 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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6. 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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7. 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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8. Which of the following is not one of Cialdini’s 6 Principles of Persuasion?
Answer Provided: ?Humour

Correct Answer: Humour

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

Correct Answer: Multivariate Test

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10. What is qualitative research used for ?
Answer Provided: ?Understanding why your users are behaving a certain way

Correct Answer: Understanding why your users are behaving a certain way

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11. Which is NOT a factor in calculating sample size (in Frequentist statistics)?
Answer Provided: ?Time

Correct Answer: Time

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12. 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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13. 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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14. 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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15. 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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16. 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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17. What does “KPI” stand for?
Answer Provided: ?Key Performance Indicator

Correct Answer: Key Performance Indicator

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18. An experiment demonstrates a 10% decrease in conversion rate at a 99% confidence level. In what way is this still a ‘win’?
Answer Provided: ?You've saved the business time and money which they might have by implementing this costly feature

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

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19. 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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20. After you have completed your conversion audit and have a list of hypotheses, what is the next step you need to take?
Answer Provided: ?Prioritize the hypotheses based on your framework of choice

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

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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. The “C” in “VOC” stands for which of the following?
Answer Provided: ?Customer

Correct Answer: Customer

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

Correct Answer: Product-Market Fit

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25. Which of the following best describes why letting a test run longer than planned may not be beneficial?
Answer Provided: ?You are probably not testing something very impactful

Correct Answer: You are probably not testing something very impactful

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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. 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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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. 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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30. 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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