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1. Which is NOT a benefit of having “North Star Metric”?
Answer Provided: ?Avoiding undoing the progress of other tests

Correct Answer: They have no sample size requirements

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2. 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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3. 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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4. 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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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. 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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7. 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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8. 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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9. 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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10. 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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11. Which of the following sources of data has the least amount of bias?
Answer Provided: ?Randomized Control Trial results

Correct Answer: Meta-analyses

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

Correct Answer: Time

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14. 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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15. 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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16. Which of the following is a problem with last-touch attribution?
Answer Provided: ?It doesn't help identify tactics that help customers past a tipping point for decision

Correct Answer: It ignores upper-funnel activities

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17. 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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18. Which is NOT a characteristic of “Novelty effects”?
Answer Provided: ?Results seen early on start to fade

Correct Answer: New features always perform the best

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

Correct Answer: Product-Market Fit

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

Correct Answer: Humour

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21. 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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22. 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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23. 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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24. 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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25. 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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26. 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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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. What should you do if you want to experiment on a website with little traffic?
Answer Provided: ?Test high-impact changes

Correct Answer: Test high-impact changes

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29. 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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30. What is quantitative research NOT used for?
Answer Provided: ?Understanding why users are behaving a certain way

Correct Answer: Understanding why users are behaving a certain way

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