CWA Conversion Rate Optimization & A/B Testing Flashcards

What does 'lift' mean in A/B test results?

Answer: The percentage improvement of the test variant over the control

Lift is the relative improvement in the key metric for the variant compared to the control, expressed as a percentage.

Which heuristic framework is widely used in CRO audits to evaluate landing pages?

Answer: LIFT Model

The LIFT Model (Value Proposition, Relevance, Clarity, Anxiety, Distraction, Urgency) is a widely used CRO framework for identifying conversion barriers on landing pages.

What is 'cart abandonment rate' in e-commerce analytics?

Answer: The percentage of users who add items to their cart but do not complete the purchase

Cart abandonment rate measures how often shoppers add items to their shopping cart but leave the site without completing the transaction.

What is 'social proof' in the context of CRO?

Answer: Reviews, testimonials, ratings, and trust signals that influence visitor purchasing decisions

Social proof leverages psychological influence by showing that others have trusted or benefited from a product or service, reducing visitor hesitation.

What is 'friction' in the context of conversion optimization?

Answer: Any element or process that makes it harder for users to complete a conversion

Friction refers to any obstacle—confusing navigation, lengthy forms, unclear CTAs—that increases cognitive or physical effort and reduces conversion likelihood.

What is 'urgency' as a CRO tactic?

Answer: Using time-limited offers or low-stock messages to prompt immediate action

Urgency tactics such as countdown timers, limited-time discounts, or low-inventory notices motivate visitors to act quickly rather than delay their decision.