Quiz: What Did You Learn?

Now that you’ve had a chance to learn more about this topic, let’s review what you should have learned with a short quiz. Select the best response to each question. When you've answered all the questions, select the submit button to check your answers.

Experiment goals should be:

  • Identical to corporate goals
  • Established early by your optimization team
  • A direct action taken by users
  • Immediately prioritized to identify which should become hypotheses and run first

What is NOT a benefit of a goal tree?

  • It will help stakeholders grasp how experiment goals impact company goals
  • It will help you discover where revenue is coming from
  • It helps you decide where to focus optimization efforts
  • It helps you break down broad organizational imperatives into bite-sized experiments

You’ve been asked to help establish the optimization team, which will be led by Sufjan, your marketing director. One afternoon, he swings by your office to begin talking strategy for optimization. He’s incredibly excited about the process and wants to get started as soon as possible. “I’ve been pondering a bunch of ‘what if’ scenarios we could try on the website,” he says excitedly, “but I’m not sure where to start. Do you have any thoughts?” Which response would be best in this situation?

  • It’s really hard to know which will work and which won’t, because people can be so unpredictable! Let’s look at which of your ideas might make the most impact and start by trying to make that one into an experiment.
  • We should start by gathering all the experiment ideas from everyone on the team. Maybe someone else has a good idea, too.
  • Let’s talk to some people at the executive level and see if they have any priorities for experimentation. Maybe they have an experiment idea we should prioritize.
  • We should start by aligning our proposed experiment goals with business goals to ensure that what we’re attempting could actually impact the business goals and appeal to stakeholders.

If your business unit’s goal is to increase revenue per visitor, what would a good experiment goal be to align with that goal?

  • Streamline the top navigation bar
  • Increase completion on newsletter signup forms
  • Increase pageviews of featured content
  • Move suggested articles to the middle of the content rather than the end

Armin has just purchased the Optimizely X platform and is excited to get started with his experimentation process. He’s had a number of ideas about how to increase company revenue, which he knows is one of his company’s goals. What should he do first?

  • He needs to learn how to set up and properly run an experiment
  • He needs to evaluate company goals and available data to create a hypothesis for his experiments
  • He needs to prioritize his proposed experiments to decide which area should be experimented on first
  • He needs to put together his optimization team so he knows who will manage each segment of experimentation