Ecommerce Ecommerce Customer Experience & UX 1 — Questions and Answers
Question 1: What is conversion rate optimization (CRO) in ecommerce?
- The practice of testing and improving website elements to increase the percentage of visitors who complete a purchase (Correct answer)
- Optimizing ad campaigns to lower cost per click
- Adjusting product prices to maximize gross margin
- Improving email subject lines to increase open rates
Correct answer: The practice of testing and improving website elements to increase the percentage of visitors who complete a purchase
CRO focuses on systematically improving the shopping experience through A/B testing, user research, and UX improvements to turn more visitors into buyers.
Question 2: What does 'cart abandonment rate' measure in ecommerce?
- The percentage of shoppers who add items to their cart but leave without completing checkout (Correct answer)
- The percentage of orders returned after delivery
- The rate at which products are removed from the catalog
- The percentage of carts that contain only a single item
Correct answer: The percentage of shoppers who add items to their cart but leave without completing checkout
Cart abandonment rate is calculated as (initiated checkouts minus completed checkouts) divided by initiated checkouts, typically ranging 65–85% in US ecommerce.
Question 3: What is a 'guest checkout' option and why does it improve conversion rates?
- Allowing customers to complete a purchase without creating an account, reducing friction at checkout (Correct answer)
- A special discounted checkout for loyalty program members
- A checkout flow designed for mobile users only
- A one-click purchase option for returning customers
Correct answer: Allowing customers to complete a purchase without creating an account, reducing friction at checkout
Forcing account creation before purchase is a major cause of checkout abandonment; guest checkout removes this barrier and lets buyers complete the transaction immediately.
Question 4: What is a Net Promoter Score (NPS) and how is it used in ecommerce?
- A measure of customer loyalty based on how likely customers are to recommend the store, scored from -100 to 100 (Correct answer)
- The percentage of new customers acquired via referral programs
- An internal satisfaction survey completed by customer service agents
- The ratio of positive to negative product reviews
Correct answer: A measure of customer loyalty based on how likely customers are to recommend the store, scored from -100 to 100
NPS is calculated by subtracting the percentage of detractors (score 0–6) from the percentage of promoters (score 9–10) who would recommend the store.
Question 5: What is the purpose of product page breadcrumb navigation in ecommerce?
- To show users their current location within the site hierarchy and provide easy navigation to parent categories (Correct answer)
- To display related product recommendations below the main image
- To highlight the lowest price variant of a product
- To show the shipping carrier options available for the product
Correct answer: To show users their current location within the site hierarchy and provide easy navigation to parent categories
Breadcrumbs help users understand where they are in the site structure and navigate back to category or home pages without using the browser's back button.
Question 6: What is an A/B test in the context of ecommerce website optimization?
- Simultaneously showing two versions of a page element to different user groups to determine which performs better (Correct answer)
- Testing a website on two different browsers for compatibility
- Comparing the performance of two different email marketing platforms
- Running two ad campaigns with the same creative on different platforms
Correct answer: Simultaneously showing two versions of a page element to different user groups to determine which performs better
A/B testing isolates a single variable (like a CTA button color or headline) and measures which version leads to higher conversions with statistical significance.
Ecommerce Ecommerce Customer Experience & UX 1
What is conversion rate optimization (CRO) in ecommerce?