A practitioner wants to test whether displaying user reviews on product pages improves conversions. The test audience includes visitors who viewed a product detail page in the last 7 days. What is…

Question

Options

• AAdd-to-Cart Rate
• BPage Views
• CConversion Rate
• DTime on Page

• A
  3% (1)
• B
  6% (2)
• C
  77% (24)
• D
  13% (4)

Explanation

Conversion Rate directly measures the ultimate goal of the test - whether showing user reviews causes more visitors to complete a purchase. Since the hypothesis is that reviews improve conversions, the primary metric must capture that conversion behavior end-to-end.

Add-to-Cart Rate (A) is a leading indicator of purchase intent but stops short of measuring an actual conversion; a visitor can add to cart and never buy. Page Views (B) measure traffic volume, not whether visitors took a desired action - views would be nearly identical between test and control groups since both see the product detail page. Time on Page (D) measures engagement, but spending more time reading reviews doesn't mean the visitor converted; it's a behavioral signal, not an outcome metric.

Memory tip: Match the metric to the goal, not the mechanism. The test is about whether reviews drive purchases - always ask "does this metric measure the end outcome?" If it measures a step along the way (add-to-cart, time on page) or something unrelated to the goal (page views), it's a distractor.

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