- A.Reichheld's loyalty metric: percentage of Promoters (9-10) minus Detractors (0-6) on the "would you recommend" question, ranging from -100 to +100.
- B.Systematic experimentation to increase the percentage of visitors who complete a desired action — purchase, signup, lead form. ✓
- C.Paid search advertising — bidding on keywords to appear in search results, paying per click, with auctions optimizing for relevance.
- D.Systematic experimentation to increase the percentage of visitors who complete a desired action — purchase, signup, lead form.
Conversion Rate Optimization (CRO) is systematic experimentation to increase the percentage of visitors who complete a desired action — purchase, signup, lead form. The other options describe related but distinct concepts in Digital & Analytics — see the deep-dive guide for the full distinction.
How to think about questions like this
Doubling conversion rate doubles revenue at the same traffic cost. Questions like this test whether you can distinguish Conversion Rate Optimization (CRO) from neighboring concepts. The most common trap is choosing a closely-related concept that sounds similar but applies in a different context.
When you see a definition question on an exam, do two things: (1) translate the question into your own words, then (2) generate the answer in your own words before reading the options. This avoids the cognitive bias of recognizing a familiar phrase as correct just because it is familiar.