CWA Conversion Rate Optimization & A/B Testing Flashcards

What is the primary goal of Conversion Rate Optimization (CRO)?

Answer: Increasing the percentage of visitors who complete a desired action

CRO is the systematic process of increasing the percentage of website visitors who complete a desired action, such as making a purchase or filling out a form.

What is a 'macro conversion' in web analytics?

Answer: A primary business goal such as a completed purchase

A macro conversion is the primary business goal of a website, such as a completed sale, lead form submission, or account registration.

Which element is most commonly tested in landing page A/B tests?

Answer: Call-to-action button text or color

Call-to-action (CTA) elements like button text, color, and placement are among the most commonly tested elements in landing page optimization.

What does 'statistical significance' mean in A/B testing?

Answer: The result is unlikely to have occurred by chance alone

Statistical significance indicates that the observed difference between test variants is unlikely due to random chance, making the result reliable.

What is a 'micro conversion' in the context of CRO?

Answer: A small intermediate action that signals progress toward the main goal

Micro conversions are smaller intermediate actions—like adding to cart, watching a video, or signing up for a newsletter—that indicate user engagement and intent.

Which of the following best describes a 'conversion funnel'?

Answer: The sequential steps users take from initial visit to completing a conversion

A conversion funnel represents the series of steps a user takes on the path from first arriving at a website to completing the desired goal.