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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: ?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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2. 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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3. 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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4. 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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5. When collecting test ideas, which of the following should NOT be done?
Answer Provided: ?Only consider best practices

Correct Answer: Only consider best practices

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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 “flicker”?
Answer Provided: ?When the contents of a variation visibily change during loading because your testing tool is overriding existing code

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

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8. 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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9. 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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10. 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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11. 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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12. Which of the following is not a popular prioritization framework?
Answer Provided: ?SWOT

Correct Answer: SWOT

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13. 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

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14. 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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15. Heatmaps are what form of data?
Answer Provided: ?Quantitative and Qualitative

Correct Answer: Quantitative and Qualitative

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16. Which of the following does NOT describe what an “Experiment” is?
Answer Provided: ?A way to permanently change your website

Correct Answer: A way to permanently change your website

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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. 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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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. 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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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 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.

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23. What is a Sample Ratio Mismatch?
Answer Provided: ?The observed traffic split is statistically significantly different from what was expected

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

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

Correct Answer: Humour

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

Correct Answer: Time

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27. 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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28. 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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29. 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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30. 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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