Critical Thinking & Problem Solving (Curveball Questions) Flashcards
What’s something you’ve changed your mind about in the last year?
I used to see CRO and digital adoption as separate disciplines—one focused on conversion optimization and the other on product onboarding and engagement. But over the past year, I’ve come to see how CRO should extend beyond marketing into digital adoption strategies.
🔹 What changed my perspective?
In my past work as a UX lead and behavioral designer for pharma and healthcare clients, I ran A/B tests focused on improving digital adoption—but we did it strictly through Digital Adoption Platforms (DAPs) and user testing.
At the time, this wasn’t considered CRO—it was framed as product experience optimization.
Now, with my broader focus on CX and DX, I see how CRO teams should be leading digital adoption experimentation—testing how users engage with self-serve tools, onboarding flows, and in-app experiences to increase retention and adoption.
📈 What I’ve learned:
✅ CRO isn’t just about acquisition—it should extend into digital adoption to drive lifetime value.
✅ The same A/B testing frameworks used for conversion optimization should be applied to onboarding, product engagement, and user retention.
✅ A well-structured CRO program can improve not just marketing efficiency but also product adoption, which is critical for long-term customer success.
This shift in thinking has helped me position CRO as a full-funnel strategy—one that doesn’t stop at conversion, but extends into customer engagement, retention, and long-term value creation.
If you had to cut a client’s CRO budget by 50%, what would you prioritize?
If I had to cut CRO spend in half, I’d focus on high-impact, revenue-driving optimizations first.
🔹 Here’s my priority list:
✅ 1. Fix the biggest revenue blockers first – I’d start with critical friction points like mobile UX, checkout experience, and form abandonment.
✅ 2. Prioritize experiments that improve MER & CAC-to-LTV ratio – Instead of small A/B tests, I’d focus on high-value changes that increase revenue per visitor.
✅ 3. Align CRO with paid media efficiency – Ensure that traffic converts better so the client gets more revenue from their existing spend.
📈 The goal: Keep CRO focused on maximizing profitability, not just increasing conversion rates. Even with a smaller budget, I’d ensure we’re delivering measurable revenue impact.
Imagine you are assigned a client with a MER of 3.5, but their paid media ROAS is below 1. How do you determine if CRO should be part of the solution?
A MER of 3.5 means the overall marketing program is profitable, but a ROAS below 1 signals that paid media isn’t performing efficiently.
🔍 How I’d evaluate if CRO is the right solution:
✅ Look at customer journey data – Are users clicking on ads but dropping off due to site friction? If so, CRO can improve conversion rates and paid efficiency.
✅ Analyze first-touch vs. last-touch attribution – If top-of-funnel campaigns drive later conversions, the low ROAS may be misleading.
✅ Evaluate audience targeting & landing pages – If ads are bringing in the wrong users, CRO alone won’t fix the issue—we’d need better audience refinement & ad alignment.
📈 The takeaway:
If the site experience is the problem, CRO is part of the solution.
If ad targeting is the issue, we need to fix media efficiency before optimizing site performance.
I’d work cross-functionally to align CRO and paid media, ensuring we’re not just fixing symptoms but addressing the root cause.
If fusepoint didn’t exist, how would you structure a CRO strategy for a client with poor data quality?
If fusepoint’s AI-driven insights weren’t available, I’d build a CRO strategy based on real-world behavioral signals and practical testing frameworks.
🔹 Here’s how I’d approach it:
✅ 1. Establish baseline performance manually – I’d use a mix of Google Analytics, session recordings (Hotjar, FullStory), and user testing to identify conversion friction points.
✅ 2. Run structured A/B tests with clear goals – Even with limited data, I’d ensure every test is focused on high-value business outcomes (MER, LTV, revenue impact).
✅ 3. Validate results with real customer behavior – Using heatmaps, post-purchase surveys, and qualitative insights, I’d confirm that changes are truly driving better user engagement.
📈 The key takeaway: Even without fusepoint’s advanced data modeling, I can still drive conversion improvements by relying on behavioral analytics, structured testing, and direct customer insights. But having fusepoint’s AI capabilities makes the process far more scalable and precise.
If a business is looking at a ROAS of 0.25 for a specific channel, but the incrementality ROAS is 4x higher, how would you explain the difference?
A ROAS of 0.25 on its own suggests a highly inefficient channel, but if the incrementality ROAS is 4x higher, it means that channel is contributing to overall revenue in ways the standard ROAS metric isn’t capturing.
🔹 How I’d explain it:
✅ Last-click ROAS vs. Incrementality ROAS – Standard ROAS only measures direct conversions, while incrementality testing shows the channel’s influence across the full customer journey.
✅ Upper-funnel channels drive demand but don’t always convert directly – For example, TikTok might look unprofitable on a last-click basis, but if it’s driving users to convert later through branded search or email, its true revenue impact is much higher.
✅ Use testing to confirm impact – I’d recommend a geo-holdout test to prove that turning off the channel reduces total revenue, even if its direct ROAS looks weak.
📈 The takeaway: ROAS alone isn’t a complete measure of performance. Incrementality testing proves which channels actually contribute to revenue growth, even if attribution models don’t capture the full picture.
