Conversion Rate Optimization Flashcards

What does 'above the fold' mean in the context of ecommerce CRO?

Answer: The visible area of a webpage before any scrolling is required

Above-the-fold content is the portion of a page immediately visible without scrolling; CRO best practices prioritize placing key value propositions and CTAs in this area.

Which ecommerce metric measures the total revenue generated per 100 visitors, making it useful for comparing site performance across different traffic volumes?

Answer: Revenue per visitor (RPV)

Revenue per visitor normalizes performance across varying traffic levels, allowing fair comparisons between time periods, channels, or test variants regardless of visitor count.

An ecommerce store adds a live chat widget and sees a 15% increase in conversions for users who engage with it. What should the CRO team investigate next?

Answer: Identify which pages and user segments benefit most and optimize chat placement and triggers

After confirming a positive result, CRO best practice is to analyze which contexts drive the lift so the winning tactic can be refined and scaled for maximum impact.

What is 'price anchoring' using a decoy product?

Answer: Introducing a third, less attractive option to make the preferred option look better by comparison

The decoy effect (asymmetric dominance) introduces an inferior third option that makes the target option appear superior in value, nudging customers toward the higher-margin choice.

Which SEO and CRO practice ensures that paid traffic landing pages match user search intent?

Answer: Message match — aligning ad copy, keywords, and landing page content so the experience is consistent

Message match means the language and offer in your ad are directly echoed on the landing page, reducing bounce and increasing conversion by confirming users are in the right place.

What is a 'conversion funnel audit' designed to uncover?

Answer: Drop-off points and friction in each stage of the purchase journey from awareness to completed order

A funnel audit maps user flow stage by stage, identifying where and why visitors exit before converting so CRO efforts can be prioritized at the highest-impact steps.

Why is personalization based on browsing history considered a high-impact CRO tactic?

Answer: It serves users relevant products and messaging based on demonstrated intent, increasing the likelihood of a match with current needs

Behavioral personalization leverages first-party intent signals to surface the right product or offer at the right moment, significantly improving relevance and conversion probability.