I have complete Optimization and Testing Mastery course and certified as Optimization and Testing Specialist this march by leverage on this Optimization and Testing Mastery Exam Guide. There is 61 exam question for this certification and you require completing 75% to pass the exam.

Optimization and Testing Mastery

Optimization and Testing Mastery Exam Guide

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1. What is the first step you complete before you can optimize?
• Develop a hypothesis
• Identify goals & KPIs
• Gather data
• Analyze results

2. What is Conversion Rate Optimization?
• The process for increasing the number of people who convert on your site.
• The process of splintering your core offering to move people through your funnel.
• Split testing.
• The process of getting more traffic to your site.

3. What does ‘convert’ mean (Choose the best answer)?
• When a visitor makes the intended action on a page.
• When a visitor signs up for your email list.
• When a visitor clicks on a call to action.
• When a visitor purchases a product.

4. [True or False] If you have a bad offer, you can use CRO tactics to dramatically increase your conversion rate?
• False
• Tru

5. Which is an example of qualitative data?
• Analytics report
• Ecommerce data
• User survey
• Personalization

6. Which is an example of quantitative data?
• Analytics reports
• User survey
• Eye tracking heatmap
• Exit pops

7. [True or False] A high exit rate is always a bad thing.
• True
• False

8. What is a conversion rate?
• The activity you are hoping to improve with the campaign.
• The number of conversions divided by the unique traffic.
• The raw number of conversions on the page.
• The realtime lift between the two variations.

9. What is the industry standard confidence rate?
• 95%
• 85%
• 50%
• 90%

10. [True or False] When testing, you should ONLY run iterative tests.
• False
• True

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11. What are the traits of a good optimization candidate?
• Driven by optimization
• Adaptability
• Curiosity
• Data savvy
• All of these traits

12. Which of these metrics is a top funnel metric?
• Page click
• Purchase made
• Product add-to-cart
• Lead generated

13. Which of these metrics is a mid funnel metric?
• Page click
• Product add-to-cart
• Purchase made
• Bounce reduction

14. Which of these metrics is a bottom funnel metric?
• Webinar sign-up
• Social Share
• Page click
• Purchase Made

15. [True or False] Just because a top funnel metric increases doesn’t mean a deeper funnel metric will increase at that rate (or increase at all).
• False
• True

16. [True or False] When optimizing, only measure bottom funnel metrics.
• True
• False

17. Top funnel metrics are primarily concerned with…
• Funnel movement
• Increasing conversions
• Increasing revenue
• Lead development

18. Mid funnel metrics are primarily concerned with…
• Funnel movement
• Lead development
• Increasing revenue
• Attribution

19. Bottom funnel metrics are primarily concerned with ____________.
• Funnel movement
• Increasing clicks
• Monetary KPIs
• Increasing Conversions

20. Which of these examples will help increase conversions?
• Changing an image from a product shot to a use shot.
• Improving on-site decision making.
• Changing your CTA button color.
• Adding navigation to your landing page.

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21. If you see drop off from your product page to your checkout page, what can you surmise?
• You can’t surmise anything.
• You need to optimize your checkout process.
• There call to action on the product page isn’t strong enough.
• Your checkout page is sub par.

22. What is the relationship between quantitative data and qualitative data?
• Qualitative is numerical data, and quantitative is user-centric data.
• Quantitative data identifies problems and qualitative data provides insights around how to improve them.
• They are the same thing.
• Qualitative data identifies problems and quantitative data provides insights around how to improve them.

23. What 3 factors impact campaign prioritization?
• Potential lift, impact on KPIs, and results
• Page with lowest conversion rate, impact on KPIs, and ease
• Potential lift, design preference, and ease
• Potential lift, impact on KPIs, and ease

24. What do low traffic pages, broken pages and pages with volatile traffic have in common?
• I don’t get this joke…
• You can’t optimize these pages.
• These pages aren’t test worthy.
• These pages are testing gold mines.

25. What is a major hurdle for people who want to test in their cart and on other bottom funnel pages?
• There is much less traffic on bottom funnel pages in comparison to top funnel pages.
• The visitor that gets here has no intention on buying.
• There is no way to measure cart tests.
• There are no major hurdles

26. What’s the best way to select elements to test?
• Elements are selected based on goals and the best way to meet these goals.
• Change an element based on a case study you say.
• You change an element because it is a ‘best practice’
• Change an element because your competitor did it.

27. You read a split test case study, what should you do next?
• Immediately start a new campaign that tests out the winning variant.
• Immediately change the element on your site to match the winning variant.
• Archive the information and keep in mind that this example worked for a specific company with specific needs. It may not apply to me but could be useful in the future.
• Nothing, case studies are terrible and provide no real insight.

28. When evaluating headline copy, what questions must the copy answer?
• What is it? & What are the features?
• What is it? & What does it do for me?
• What is it? & How can I use it?
• It doesn’t need to answer questions, only attract eyeballs.

29. [True or False] Removing navigation is a conversion booster.
• False
• True

30. What is the optimal range of form fields?
• 1-5
• 7-12
• 4-9
• 5-10

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31. What is a hypothesis?
• A statement of intent.
• A proposed explanation based on limited evidence as a starting point for investigation.
• A wild assumption based on limited evidence.
• A guess based on some information.

32. Why is having a hypothesis for your campaign so important? (Choose the best answer).
• It poses a question.
• It gives you a statement of action.
• It helps scale your results.
• It gives you an immediate measurable goal based on observations with a observable stopping point.

33. [True or False] When changing the structure of your page, e.g., moving a form from the left to the right, it’s advised to create this variation in your testing tech’s editor.
• True
• False

34. Which takes longer, an element test or a redesign test?
• Element test
• Redesign test
• They take the same amount of time.

35. Which of the following test types is a bad practice?
• Z-tests
• Multivariate testing
• Sequential testing
• A/B testing

36. What is a sequential test?
• When your test allocates more traffic to a winning variation to reduce the exploration period and exploit the current information learned.
• When you test every possible variation combination between several element changes.
• When you split traffic to two distinct variations.
• When you test one variation during one time period, and test another variation during another time period.

37. When you run an A/B test where you changed the headline, image, and call to action – what can you learn?
• That the combinations of the elements changed increased conversions.
• Nothing at all.
• That the image contributed most to conversions.
• That the headline contributed the most to conversions.

38. If you have less than 100k page views what kind of test should you avoid?
• A/B test
• MVT test
• Price test
• Sequential test

39. How long should you run a test if you average 22 conversions per day per variation and are testing three variations?
• 56 days
• 21 days
• 7 day
• 14 days

40. As a rule of thumb, how many conversions per variation per day do you need to run a test?
• 10
• 1000
• 100
• 20

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41. If you are running a test for 21 days and have 4 total variations, what’s the necessary minimum number of conversions per day required for this test?
• 24
• 36
• 20
• 15

42. What is one factor omitted from your testing technology’s conclusiveness rating?
• Confidence rate
• Percent lift
• Conversion index
• Time

43. Which questions must you ask before running any test?
• Can I test? & How long will it take to test?
• What’s the conversion rate? & Should I test?
• What is the expected lift? & How easy is it to run the test?
• Can I test? & Should I test?

44. At which level of the conversion hierarchy do you not need to test?
• Persuasive
• Intuitive
• Functional
• Usable

45. At which level of the conversion hierarchy do you need to test?
• Functiona
• Accessible
• Usable l
• Persuasive

46. Which of these is not one of Dr. Cialdini’s 6 persuasion principles?
• Authority
• Liking
• Generality
• Reciprocity

47. [True or False] A successful page only needs 1 of the persuasion principles for an optimal conversion rate.
• False
• True

48. Ratings on Amazon are an example of which persuasion principle?
• Authority
• Liking
• Social Proof
• Reciprocity

49. Why is scarcity a powerful persuasion principle?
• It creates too much anxiety and isn’t truly effective.
• People are hard wired to respond to authority.
• It convinces people to buy something they don’t want.
• People are highly motivated by the thought that they might lose something.

50. Which of these are not an outcome of a test?
• Loss
• Range
• Null
• Lift

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51. Which of these factors impact test length?
• Raw conversions
• Conversion lift
• Confidence rate
• All of the above
• Unique visits
• Number of variations

52. When scheduling a test, why must you complete the week? (Choose the best answer)
• Because people act differently on different days.
• Because you always need to see how people act on Friday.
• Because it makes it easier to schedule.
• You don’t need to complete the week, just listen to your tech.

53. Why shouldn’t you call a test in the first few days (or hours)? (Choose the best answer)
• You should call a test early!
• Because initial test volatility creates a lift disparity that creates false conclusiveness.
• Because you don’t have enough conversions.
• Because the test period is too short.

54. When you see outstanding results you didn’t expect, you should _______________.
• Make a yearly projection off of this win.
• Report it immediately to your supervisor or client.
• Analyze your data to make sure nothing is broken, then re-test to validate.
• Make that winning variation live immediately.

55. How long should you run this test: You have a 3% conversion rate You expect a 30% lift You have 2 variations You have 1000 daily visitors You are including 100% of these visitors
• 11 days
• 21 days
• 12 days
• 14 days

56. Which of these factors do not impact test results?
• Browser issues
• All of the above
• Page Load time
• Primacy & novelty effects

57. When you run countless split tests on multiple pages with no real gains, what could be the problem? (Choose the best answer)
• There is no problem, we’re still gathering insights.
• Your tech is broken.
• You have a bad offer.
• Your not testing big enough.

58. Which optimization method evaluates current interactions and provides a relevant offer based upon those interactions?
• Split testing
• On-site retargeting
• Landing page optimization
• Micro conversion analysis

59. What is the lowest confidence rate you should consider before calling a test?
• 95%
• 50%
• 99%
• It’s up to what your organization is comfortable with, but hopefully isn’t less than 90%.

60. [True or False] Split testing and CRO are the same thing.
• True
• False

61. Which of these is a characteristic of LPO?
• It completes a full funnel analysis and tells you the pitfalls in your funnel.
• It reduces the data gathering period.
• It’s promotionally driven.
• It focuses exclusively on mobile optimization.

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I completed my exam at 46 of 61 questions are correct with 75%.

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