JUST ANSWER THE OPTION YOU DON'T HAVE TO GIVE THE EXPLANATION 11

Which of the following would be the best choice to display in one chart the mean levels of performance in a usability test for each of five different UX metrics (after these metrics have been converted to values from 0% to 100%)?

Group of answer choices

A conversion funnel

A Single Usability Metric

A radar chart

A pie chart

12

Which of the following best describes a "conversion funnel" used for analysis of an e-commerce website?

Group of answer choices

The sequence of steps that leads to the desired endpoint (e.g., a sale) and allows measurement of drop-off at each step.

The calculation used to ensure that higher numbers indicate better performance

The procedure used to determine which site visitors are routed to Website A or Website B

A metric used to indicate how long participants look at areas of interest on each page

13

What is a "click-through rate" used for web analytics?

Group of answer choices

The % of visitors who are shown a page and click on a target link or button on that page.

The % of visitors who complete a purchase on the site.

The % of visitors who start a sequence but do not complete the sequence.

The % of visitors who click on any link or button on the site.

14

According to "Measuring the User Experience," usability return on investment (ROI) is based on:

Group of answer choices

reduction in the number of usability tests conducted during a project

the belief that it is not possible to demonstrate any financial benefit based on usability improvements

a comparison of the cost of formative tests to the cost of summative tests

identifying the cost associated with usability improvements and comparing these costs to the benefits of the improvements

15

Based on usability testing results, a company made several changes to its website and launched the new version on January 1, 2016. The company's revenue from sales of product via the website in 2016 was 5 times higher than for 2015. This change provides an example of:

Group of answer choices

An outlier

A combined metric

Internal return on investment

External return on investment