CEP Customer Experience & UX Design 2 — Questions and Answers
Question 1: Which web accessibility guideline standard is most commonly referenced to ensure ecommerce sites are usable by people with disabilities?
- ISO 9001
- WCAG 2.1 (Correct answer)
- PCI DSS
- OWASP Top 10
Correct answer: WCAG 2.1
WCAG 2.1 (Web Content Accessibility Guidelines) defines criteria for making web content accessible to users with disabilities, covering visual, auditory, and cognitive impairments.
Question 2: A mobile ecommerce site uses large tap targets, simplified navigation, and thumb-friendly layouts. This approach is best described as:
- Progressive web app design
- Mobile-first UX design (Correct answer)
- Responsive typography
- Adaptive streaming
Correct answer: Mobile-first UX design
Mobile-first UX design prioritizes the mobile experience by designing for small screens and touch interactions before scaling up to desktop layouts.
Question 3: What is the purpose of a 'guest checkout' option in an ecommerce store?
- To offer discounted pricing to new visitors
- To allow purchases without requiring account creation, reducing checkout friction (Correct answer)
- To restrict access to premium products
- To collect email addresses for marketing
Correct answer: To allow purchases without requiring account creation, reducing checkout friction
Guest checkout removes the mandatory account registration barrier, lowering friction and reducing cart abandonment among first-time buyers.
Question 4: Which element on a product page most directly builds customer trust and influences purchase decisions?
- Animated product banners
- Customer reviews and ratings (Correct answer)
- Countdown timers
- Social media share buttons
Correct answer: Customer reviews and ratings
Customer reviews and ratings provide authentic social proof, which is consistently shown to be one of the strongest trust signals that influences ecommerce conversion.
Question 5: An ecommerce UX team discovers users frequently search for items already visible in the main navigation. This finding most likely indicates:
- The search feature is too prominent
- Navigation labels are unclear or do not match users' mental models (Correct answer)
- The site has too many product categories
- Search results are loading too slowly
Correct answer: Navigation labels are unclear or do not match users' mental models
When users search for navigable content, it suggests navigation labels do not match how users think about products, indicating a taxonomy or labeling problem.
Question 6: What does 'progressive disclosure' mean in ecommerce UX design?
- Gradually revealing promotional discounts during checkout
- Showing only essential information initially and revealing additional details on demand (Correct answer)
- Disclosing shipping costs only after account creation
- Gradually loading product images as the user scrolls
Correct answer: Showing only essential information initially and revealing additional details on demand
Progressive disclosure reduces cognitive overload by presenting only the most critical information upfront and revealing more complex details only when the user requests them.
Question 7: Which type of ecommerce page layout test compares two versions shown to different user segments to determine which converts better?
- Multivariate testing
- A/B testing (Correct answer)
- Eye-tracking study
- Session replay analysis
Correct answer: A/B testing
A/B testing splits traffic between two page variants and measures which version achieves a higher conversion rate, providing statistically grounded design decisions.
CEP Customer Experience & UX Design 2
Which web accessibility guideline standard is most commonly referenced to ensure ecommerce sites are usable by people with disabilities?