Conversion Optimization Flashcards

Which type of testing changes multiple page elements simultaneously to find the best-performing combination?

Answer: Multivariate testing

Multivariate testing tests multiple variables at once to identify the winning combination of elements.

A user adds items to their cart but doesn't complete purchase. Which email sequence is most effective for recovering this user?

Answer: Cart abandonment email series

A cart abandonment email series targets users who showed purchase intent but didn't convert.

The 'fold' in web design refers to:

Answer: The visible area of a page before scrolling

Above the fold is the visible content area before a user scrolls, and it receives the most attention.

Which CRO approach involves showing one version of a page to 100% of traffic while comparing performance against a historical baseline?

Answer: Before/after test (time-based comparison)

A before/after test compares conversion rates across time periods, though it's less reliable than concurrent A/B tests.

What is 'cognitive load' in the context of landing page optimization?

Answer: The mental effort required for a user to process and understand a page

Cognitive load refers to how much mental effort visitors must exert to understand and navigate a page.

A CRO team uses heatmaps and finds most users never scroll past 40% of the page. What should they prioritize?

Answer: Moving key CTAs and value propositions above the 40% scroll depth

If most users don't scroll past 40%, critical conversion elements should be repositioned within that visible zone.

Which persuasion principle involves showing a small commitment first to increase the likelihood of a larger commitment later?

Answer: Foot-in-the-door technique

The foot-in-the-door technique leverages commitment and consistency bias — small yeses lead to bigger yeses.