Results for principal@whitingandco.com

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1. 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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2. 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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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 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

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5. 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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6. Which BEST describes a CTA / call to action?
Answer Provided: ?A prompt telling the user to take an action

Correct Answer: A prompt telling the user to take an action

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7. 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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8. 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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9. 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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10. 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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11. Which generally happens when testing many variants running at once?
Answer Provided: ?It is harder to measure

Correct Answer: The power of your experiment decreases drastically

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12. Which of the following is a problem with last-touch attribution?
Answer Provided: ?It ignores upper-funnel activities

Correct Answer: It ignores upper-funnel activities

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13. Confidence levels must be which of the following?
Answer Provided: ?Statistically significant

Correct Answer: Set based on the needs of an experiment

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14. 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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15. 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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16. “AIDA” stands for which of the following?
Answer Provided: ?Attention, Interest, Desire, Action

Correct Answer: Attention, Interest, Desire, Action

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

Correct Answer: Product-Market Fit

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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. What does “ARPU” stand for?
Answer Provided: ?Average Revenue Per User

Correct Answer: Average Revenue Per User

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21. 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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22. 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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23. A test has a >50% lift to your primary metric. What is the first thing you should do?
Answer Provided: ?Sanity check your results

Correct Answer: Sanity check your results

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24. 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

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25. 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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26. 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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27. 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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28. 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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29. Heatmaps are what form of data?
Answer Provided: ?Quantitative and Qualitative

Correct Answer: Quantitative and Qualitative

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30. Which of the following best describes why letting a test run longer than planned may not be beneficial?
Answer Provided: ?Your confidence interval becomes narrower

Correct Answer: You are probably not testing something very impactful

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