Essentials Exam Flashcards
CRO Means:
- Conversion Rate Optimization
- Calculated Risk Orientation
- Conversion Rated Organization
Conversion Rate Optimization
What is A/B Testing?
- A method for confirming hypotheses and optimizing websites
- A method for benchmarking competitors’ websites
- A method for managing customer biases
A method for confirming hypotheses and optimizing websites
What does AB Tasty enable you to optimize on a website? (Select all that apply)
- The average cart size
- The number of transactions
- The number of page views
- The number of leads generated
ALL
- The average cart size
- The number of transactions
- The number of page views
- The number of leads generated
A conversion is always a transactions
True or False
False
A click on a CTA can be a conversion.
True or False
True
What is a client-side test?
- An experiment that is executed in the visitor’s browser, during or after the page load
- An experiment that renders its variation on the web server, before the web page loads in the browser
- An experiment that is applied to an e-commerce website
- An experiment that is executed in the visitor’s browser, during or after the page load
What is a server-side test?
- An experiment that is executed in the visitor’s browser, while the web page is loading
- An experiment that renders its variation on the web server, before the web page is loading
- An experiment that aims to optimize the page speed of a website
- An experiment that renders its variation on the web server, before the web page is loading
I can use AB Tasty to A/B test a native mobile App
True or False
False
this certification program is about that AB Tasty product only
AB Tasty allows you to create new pages on your website, from scratch.
True or False
False
A Content Management System (CMS) allows you to easily edit the source code of the pages stored on your server. AB Tasty is similar to CMS.
True or False
False
What is the only technical prerequisite for using AB Tasty on your website?
- Implementing a Javascript tag on the website
- Downloading and installing the file “abtasty.exe” on your computer
- Hosting your website on AB Tasty servers
- Storing a copy of all HTML pages on AB Tasty servers
Implementing a Javascript tag on the website
Where is the best place to add the AB Tasty tag?
- In a Tag Management System (e.g. Google Tag Manager, Tealium…)
- Directly in the source code, in the head tag as high up as possible
- Directly in the source code, at the end of the body
Directly in the source code, in the head tag as high up as possible
What is a “Flickering Effect”?
- A visual side effect on page load, where the original content is briefly displayed before the variation of a test
- A principle of UX designed to increase engagement on a website, by showing colorful content
- A synonym of “Bounce rate”, calculated with Bayesian statistics
A visual side effect on page load, where the original content is briefly displayed before the variation of a test
According to AB Tasty’s best practices, the generic tag should be implemented:
- On tested pages
- On all pages of the website
- Only on the home page to recover the domain name
- On tested pages and these where trackings are applied (e.g. Page Tracking)
On all pages of the website
What does it mean to “update the script” on the platform?
- Implement a new version of the tag on your website
- Update the content of the AB Tasty script executed on your visitor’s browser
- Ask AB Tasty to migrate your account on the latest version of the AB Tasty framework
Update the content of the AB Tasty script executed on your visitor’s browser
What is a web Cookie?
- A small piece of data created by a website and stored on a user’s device by its web browser
- A programming language designed to manipulate data on a web browser
- A code snippet used to install a software on a website
A small piece of data created by a website and stored on a user’s device by its web browser
What are the two main cookies placed by AB Tasty used for? (Select all that apply)
- To identify the visitor across sessions
- To store information about the campaigns applied to the visitor
- To share information with third-party tools
- To display relevant ads to visitors via AB Tasty
To identify the visitor across sessions
To store information about the campaigns applied to the visitor
Once the tag is implemented across the site, AB Tasty collects data:
- On visitors who have been exposed to a test at least once
- On the tested pages only
- On all pages, on all visitors
On all pages, on all visitors
What is a Tag Management System (TMS)?
- A tool designed to deploy snippets of code on a website
- A browser add-on to help detect tracking pixels
- A software to monitor page load performance
A tool designed to deploy snippets of code on a website
What is a data layer?
- An object (e.g. in JavaScript) on your website where data are stored as variables
- A calculation method used to measure the success of a test
- A programming language
An object (e.g. in JavaScript) on your website where data are stored as variables
Which of the following statements is correct?
- AB Tasty is a client side solution
- AB Tasty is a server side solution
AB Tasty is a client side solution
What is Session Recording?
- A feature that saves and reenacts your visitor’s sessions in a video-like format
- A feature that collects users feedback as video recording
- A feature that provides eye-tracking analysis
A feature that saves and reenacts your visitor’s sessions in a video-like format
What is NPS (Net Promoter Score)?
- A feature to measure client satisfaction and collect feedback
- An algorithm to evaluate the engagement of a segment of users
- A tool for users to share brand content on social media
A feature to measure client satisfaction and collect feedback
What is the purpose of a test campaign (AB, Multipage, Split, MVT)?
- To validate dedicated contents to different segment of visitors
- To optimize keywords for your SEO strategy
To validate dedicated contents to different segment of visitors
You want to test the color of the button “Add to cart” on all the product pages of your website. What would be the best type of test for that?
- A/B Test
- Multipage Test
- Split Test
- Multivariate Test
A/B Test
You want to promote your most profitable shipping option across your funnel as follows:
- Homepage: Popin
- Category page: Banner
- Product page: Tooltip
- Cart page: Text content
What would be the best type of test for that?
- A/B Test
- Multipage Test
- Split Test
- Multivariate Test
Multipage Test
You want to monitor the performance of the new version of your website on a small segment audience, before the official release. What would be the best type of test for that?
- A/B Test
- Multipage Test
- Split Test
- Multivariate Test
Split Test
You want to find the best combination of several types of modifications of a button: size, text copy and background color. What would be the best type of test for that?
- A/B Test
- Multipage Test
- Split Test
- Multivariate Test
Multivariate Test
What is an A/A test?
- An A/B test with no visual change on the variation
- A personalization with a single scenario
- A group of visitors excluded from all test, used as control sample
An A/B test with no visual change on the variation
What is the purpose of a personalization campaign?
- To validate a hypothesis to improve the user experience on your website
- To display dedicated contents to different segment of visitors
- To optimize keywords for your SEO strategy
To display dedicated contents to different segment of visitors
How long does it take for a test to be live once you have clicked “Play”?
- Less than 10 seconds
- Between 30 and 60 min
- Around 4 hours on average
Less than 10 seconds
What is the best way to refer to a campaign?
- By its name
- By its ID number
- By its page type
By its ID number
“Main information” is the first step involved in create a test. What does it enable you to do? (Select all that apply)
- Enter the URL of the page template that you will work on in the editor
- Configure traffic targeting and allocation
- Choose a name for the test
- Load the editor with embedded source code if necessary
Enter the URL of the page template that you will work on in the editor
Choose a name for the test
Load the editor with embedded source code if necessary
In Step 1: Main Information, the recommended best-practice to fill the Sample URL is to copy it directly from the page you want to use, and paste it in the field.
The purpose of this action is to avoid any error. It is important because: (select all that apply)
[image]
- It is retrieved as the default URL in the targeting and may cause problems with QA
- You can not change it once it is saved
- It may skew your page tracking goals in the reporting
- It might keep the Variation Editor from loading correctly
It is retrieved as the default URL in the targeting and may cause problems with QA
It might keep the Variation Editor from loading correctly
During step 1: Main information, you loaded the wrong page. What is the fastest way of correcting this mistake?
- Delete the test and create a new one
- Go back to step 1 and change the URL
- Select the correct page by using Browse Mode (Ctrl + m)
Go back to step 1 and change the URL
In the Variation Editor, you see an “Original” and one or several “Variation(s)”. What is the function of the Original for your test?
[image]
- To be a draft where you preview your modifications before adding them to variations
- To be a canvas available to create more variations if need be
- To be a control version kept unchanged to measure the performance of the variations
To be a control version kept unchanged to measure the performance of the variations
What does the Variation Editor enable you to do? (Select all that apply)
- Edit style
- Edit text
- Hide an element
- Add click tracking
- Add a widget
- Add a page tracking goal
Edit style
Edit text
Hide an element
Add click tracking
Add a widget
Which of these options are useful to select elements in the Variation Editor? (Select all that apply)
- “Select a parent element”
- “Select a child element”
- “Edit HTML”
- “Reorder Elements”
“Select a parent element”
“Select a child element”
In the Visual Editor, the W.Y.S.I.W.Y.G options do not require coding skills (e.g. Edit Style, Edit Text, Sort…). If a change cannot be made with these code-free options of the editor, it cannot be made at all.
True or False
False
Where do we find the widgets in the platform?
- In the Insights section of the dashboard
- In the AB Tasty Lab
- In the Variation Editor of all campaigns
- In the Variation Editor of Personalization only
In the Variation Editor of all campaigns
What is the one goal type that is created in the editor?
- Page tracking
- Action Tracking
- Transaction
- Bounce rate
Action Tracking
How can I track the clicks on several elements under the same goal? (Select all that apply)
- Use the “Select same class elements” options to select all similar elements at once
- Use the exact same goal name for each tracking
- Use the “Copy, Cut & Paste” option
- Use the “Add a tracker” option
Use the “Select same class elements” options to select all similar elements at once
Use the exact same goal name for each tracking
In the Variation Editor, each Action Tracking must be setup manually on each variation. If your test has 10 variations, you must add it 10 times.
True or False
False
How many Primary and Secondary goals can you add?
- 1 Primary + 1 Secondary
- 2 Primary + 50 Secondary
- 1 primary + 49 Secondary
1 primary + 49 Secondary
Native goals are automatically available in the Goals section without requiring further configuration. Which of these goals are native? (Select all that apply)
- Action tracking
- Revisit rate
- Pages per session
- Page Tracking
- Dwell Time
- Bounce rate
Revisit rate
Pages per session
Bounce rate
Some goals are retroactive, they will retrieve and display data from the test's start date even when they are created after launching the test. Which of these goals are retroactive? [image] - Action Tracking - Page Tracking - Bounce Rate - Custom Tracking
Page Tracking
Bounce Rate
When implementing page tracking, what operator can you use to match the rule with several pages? (Select all that apply)
- Contains
- Ignoring parameters
- Regular expression
- Exact match
Contains
Regular expression
On the AB Tasty platform, what is the difference between “Action Tracking” and “Custom Tracking”
- “Action Trackings” are created in AB Tasty and “Custom Trackings” are retrieved from a 3rd party tool (e.g. Google Analytics)
- “Action Trackings” are created with W.Y.S.I.W.Y.G options (code free) and “Custom Trackings” require Javascript coding
- “Action Trackings” are created in the Variation Editor and “Custom Trackings” are created in the Reporting
“Action Trackings” are created with W.Y.S.I.W.Y.G options (code free) and “Custom Trackings” require Javascript coding
There is no reporting for personalization campaigns, only for tests.
True or False
False
The Transaction Tag is a snippet of code that populates the “Transaction” goal in the reporting. This code. must be set up in the variations of your campaign.
True or False
False
In the step “Targeting”, you are able to set: (Select all that apply)
- The pages you want to apply your changes to
- The KPIs you want to measure
- The audience you want to subject your campaign to
- The tool you want to link your campaign to
The pages you want to apply your changes to
The audience you want to subject your campaign to
Using the following page targeting rule, which of the following URL will be included in the test? (Select all that apply)
[image]
- https://www.example.com
- https://www.example.com?utm_campaign=email_summer
- https://www.example.com/about-us
- https://www.example.com#login=1
https: //www.example.com
https: //www.example.com?utm_campaign=email_summer
https: //www.example.com#login=1
You want to target all the product pages of a website: what would be the right configuration?
- is = “https://www.abtast.com”
- contains = “http://www.abtasty.com/product”
- is exactly = “/product”
contains = “http://www.abtasty.com/product”
It is possible to exclude pages from targeting
True or False
True
It is possible to combine inclusions and exclusions within the same targeting option.
True or False
True
It is not possible to combine “AND” and “OR” operator between the different targeting options.
True or False
False
AB Tasty can natively target by gender
True or False
False
AB Tasty can target visitors based on their device.
True or False
True
The following devices can be targeted: (Select all that apply)
- Desktop
- Mobile
- Tablet
- TV
Desktop
Mobile
Tablet
Which one of these options is NOT a native targeting criteria in AB Tasty?
- Weather
- Data Layer
- Landing Page
- Newsletter subscriber
Newsletter subscriber
The Predictive test has no targeting, it automatically identifies the best performing segment of your audience
True or False
False
It is mandatory to include 100& of the targeted visitors in an experiment, to ensure statistical significance.
True or False
False
Traffic Allocation enables you to: (Select all that apply)
- Setup specific targeting rules for each variation
- Distribute the traffic of visitors among variations
- Select the percentage of traffic to include in the campaign
Distribute the traffic of visitors among variations
Select the percentage of traffic to include in the campaign
It is a good practice to change the traffic allocation once a campaign is live.
True or False
False
Who are the “untracked” visitors of a campaign?
- Visitors who do not match the targeting
- Visitors who use an AdBlocker
- Visitors who are excluded by the traffic allocation
Visitors who are excluded by the traffic allocation
You have set up a test that includes your original version and two variations. In AB Tasty, if you allocate 50% of your traffic to the variations, you will get:
- 50% on your original version an 25% on each variation
- 25% on each variation and 0% on your original version
- 25% on variation 1, 25% on variation 2, 25% on your original version and 25% of your traffic will be untracked
25% on variation 1, 25% on variation 2, 25% on your original version and 25% of your traffic will be untracked
What could be the consequence of changing the traffic allocation of a test while it is running
- It could create biases in the report
- It could help reach statistical significance faster
- It could narrow down the confidence interval and display more accurate statistics in the report
It could create biases in the report
If you change the traffic allocation on a test that is already live, what will happen?
- The new allocation will be applied to all visitors
- The new allocation will be applied to visitors who have been previously exposed to this test
- The new allocation will be applied to visitors who have not been previously exposed to this test
The new allocation will be applied to visitors who have not been previously exposed to this test
If a user is exposed several times to the same A/B test, using the same device and browser (without enabling “private navigation”), what will happen?
- He will always be exposed to the variation he saw during his first visit on the test
- He will be randomly exposed to a variation at the beginning of each session
- He will successively be exposed to a different variation on each session
He will always be exposed to the variation he saw during his first visit on the test
What is the Dynamic Traffic Allocation?
- A feature that automatically redirects visitors to the best performing variation of a test
- A user research workshop to help you segment your audience
- A calculation method to identify the volume of traffic you need to reach statistical significance
A feature that automatically redirects visitors to the best performing variation of a test
Traffic allocation is automatically set to 100% when QA mode is turned on
True or False
False
In the console of your browser’s development tool, what does the instruction “ABTasty.results” do?
- It returns the list of active campaigns on the account
- It returns the list of campaigns applied to the visitor at the present moment
It returns the list of active campaigns on the account
In the console of your browser’s development tool, what does the instruction “ABTasty.getTestsOnPage()” do?
- it returns the list of active campaigns on the account
- It returns the list of campaigns applied to the visitor at the present moment
- it returns the list of campaigns applied to the visitor during his session
It returns the list of campaigns applied to the visitor at the present moment
Even if a test targeted on mobile device only, you can use the device simulator on your browser to be exposed to it from your desktop.
[image]
True or False
True
In the Variation Editor, the AB Tasty Preview mode is a feature that is used to validate the QA phase of a test before settling it live.
True or False
False
It is not necessary to QA my campaign on different browser, as long as it works on Google Chrome.
- TRUE: All browsers on the market rely on Chrome’s technology so no need to check others
- FALSE: All browsers on the market rely on Firefox’s technology so this is the one you must check
- FALSE: To some extent, browsers read programming languages (JS, CSS, etc.) in their own way and other systems present on the website may also behave differently (third-party tools, JS libraries…)
FALSE: To some extent, browsers read programming languages (JS, CSS, etc.) in their own way and other systems present on the website may also behave differently (third-party tools, JS libraries…)
When using QA mode (targeting by IP address or by cookie), all previously selected targeting criteria are deactivated.
True or False
False
What is the best moment to use QA mode in the test creation process?
- Every time you add a modifications to variation
- When the test is finalized, before analyzing the reporting
- When you have finished the setup, before launching the test
When you have finished the setup, before launching the test
If you target your campaign on your IP address…
- Everyone will see the campaign
- Only you will see the campaign
- Only people who share the same IP address as you will see the campaign
Only people who share the same IP address as you will see the campaign
After completing the QA phase, it is possible to clear the data of your report before launching a test
True or False
True
The only way to clear the data after a QA is to duplicate the campaign and start over.
True or False
False
What information does the Gain Probability index provide?
- The odds of a strictly positive gain on a variation
- How much revenue can be expected from a variation
The odds of a strictly positive gain on a variation
What is considered a revisit in the AB Tasty reporting?
- A visitor who is exposed to a test and places a second session on the website within the duration of the test
- A visitor who is exposed to a test during at least 2 sessions
- A returning visitor who is exposed to a test
A visitor who is exposed to a test and places a second session on the website within the duration of the test
What is considered a bounce in AB Tasty reporting?
- A single page session on the website
- A session during which no test was applied
- A visitor who exited the website from a test page
- A visitor who did not consent to the placement of AB Tasty cookies
A single page session on the website
What is the function of 3rd Party Integration in the AB Tasty Platform?
- To activate AB Tasty on a website even if other Marketing tools are used (analytics, emailing…)
- To allow users from external organizations to work on your test (consultant, agency, freelancer…)
- To connect your campaign to an external tool
- To authorize other AB Tasty clients to use the data of your campaign
To connect your campaign to an external tool
What happens when you link a test to your analytics tool (e.g. Google Analytics)?
- The AB Tasty reporting is replaced by a custom report in your tool
- The AB Tasty reporting is populated by the data of your tool
- The AB Tasty framework shares data with your tool
The AB Tasty framework shares data with your tool
What is the minimum duration that AB Tasty recommends for a test?
- 2 weeks
- 10 days
- 1 month
2 weeks
What volume of data does AB Tasty recommend to gather before analyzing the results of a goal?
- At least 5000 unique visitors and 300 unique conversions per variation
- At least 5000 unique visitors and 300 unique conversions for the whole test
- At least 10% of your monthly traffic and 10% of your monthly conversions count
At least 5000 unique visitors and 300 unique conversions per variation
What should I do to retrieve all the transaction IDs related to my test?
- Apply the filter Transaction ID
- Use the CSV extract in the transaction goal
Use the CSV extract in the transaction goal
Which of these filters exist natively in AB Tasty reports? (Select all that apply)
- Filter by Gender
- Filter by Landing page
- Filter by Geolocation
- Filter by Number of pages viewed
Filter by Landing page
Filter by Geolocation
Linda noticed that her clients only shop on her site using their smartphone. However, every time she makes modifications in the variation editor, the changes look good on desktop but are missing on her mobile. What can she do to see “mobile view” while editing?
- Select QA mode, select the cookie option and see the modifications in a new window
- Select responsive mode, and see the modifications in the variation editor
- Click on Targeting, and add mobile
- Click on Widgets and add an NPS
Select responsive mode, and see the modifications in the variation editor
Why is this happening?
[image: John launched a test with 3 variations (+ Original). After having analyzed the report, he wants to push the variation 2 to all the visitors because it is the winning variation. He puts 100% of the traffic on this variation in the step “Traffic Allocation”, saves the new setting, then pauses and relaunches the test.
The day after, when visiting the websites, his colleague Jack who was previously exposed to Variatio 1 keeps seeing it. And in the report, John sees new conversions on the “Action Tracking” goals of all variations.]
- Because the AB Tasty script is not updated
- Because the change of traffic allocation only applies to new visitors on the test
- Because it is not possible to change traffic allocation on a live test
- Because there is a 2 hours delay before the change of traffic allocation is applied
Because the change of traffic allocation only applies to new visitors on the test
Tom has just launched a personalization with a banner when he realized he forgot to target only the desktop device. He opens the targeting settings, set up targeting on desktop and clicks “Save”, but still, the banner is displayed on his mobile. What are all the solutions to his situation? (Select all that apply)
- Update the AB Tasty script
- Pause and relaunch the personalization
- Open the Editor and Select the responsive mode
- Exclude the IP address of his mobile phone
Update the AB Tasty script
Pause and relaunch the personalization
Maria is analyzing a test where she changed the color of the CTA Add to cart. She tracked the click rate on the CTA, the bounce rate, and the transactions. How can she read the transaction rate of the visitors who clicked on the CTA?
- She can’t, she has to re-create a test with this specific goal
- She can filter by Transaction > Transaction ID
- She can filter by Page > Product Pages
- She can filter by Action tracking > Clicks on CTA
She can filter by Action tracking > Clicks on CTA
Alix is wondering why she can’t see her personalization on Internet explorer. What can she do?
- She can select “All visitors” in the targeting
- She can not do anything as IE is not supported by AB Tasty
- She can use option “At regular intervals until the conditions are met” in Targeting
She can not do anything as IE is not supported by AB Tasty
