E-Commerce Website/App Basics: UX, Product Catalogue, Search, Checkout Flow and Conversion Optimization Questions

Question 1

What is CRO?

Accepted Answer

**CRO (Conversion Rate Optimization)** is improving the website/app to increase the percentage of visitors who complete a desired action like purchase (concept).

Question 2

PLP stands for Product Listing Page. (True/False)

Accepted Answer

True. **PLP** is the page that lists multiple products with filters/sorting (concept).

Question 3

Define PDP in e-commerce.

Accepted Answer

**PDP (Product Detail Page)** provides complete product information such as images, specs, price, delivery and reviews (concept).

Question 4

State one reason why checkout should have fewer steps.

Accepted Answer

Fewer steps reduce **friction** and lower **cart abandonment**, improving conversion (concept).

Question 5

Ratings and reviews are trust signals on e-commerce product pages. (True/False)

Accepted Answer

True. **Ratings and reviews** help reduce uncertainty and build trust in online buying (concept).

Question 6

Conversion rate equals Orders divided by Visits. (True/False)

Accepted Answer

True. **Conversion rate** = Orders / Visits (concept).

Question 7

List key modules/pages of an e-commerce app (any three) using a table.

Accepted Answer

Any three modules (concept):

| Module/Page | Purpose |
|---|---|
| **PLP** | lists products with filters/sort |
| **PDP** | shows detailed product information |
| **Cart** | review items and totals |
| **Checkout** | address + delivery + payment |
| Support/Account | orders, returns, help |

Write any three with one-line purpose.

Question 8

Explain any three UX principles for e-commerce that improve conversion (use a table).

Accepted Answer

Any three UX principles (concept):

| Principle | How it helps |
|---|---|
| **Clarity** | clear price, delivery date, return policy reduces doubt |
| **Trust** | reviews/secure payment cues increase confidence |
| **Speed** | fast pages reduce drop-offs |
| Reduced friction | fewer steps, autofill reduces abandonment |

Write any three points.

Question 9

Write the typical checkout flow in an e-commerce app (any five steps) and draw a flowchart.

Accepted Answer

Typical checkout flow (concept):
- cart review
- address selection
- delivery option
- payment method selection
- payment success
- order confirmation

Flowchart:

```text
Cart -> Address -> Delivery -> Payment -> Confirmation
```

Question 10

List common checkout failures and suitable fixes (any three) using a table.

Accepted Answer

Failures and fixes (concept):

| Failure | Impact | Fix (concept) |
|---|---|---|
| payment failure | order not completed | retry + multiple payment options |
| hidden charges | trust loss | show full breakup early |
| long forms | abandonment | autofill + fewer fields |
| stock out at checkout | frustration | real-time stock check/reservation |

Write any three rows.

Question 11

Explain cart abandonment rate and write any three ways to reduce it (use a small table).

Accepted Answer

**Cart abandonment rate** is the % of users who add items to cart but do not complete the purchase (concept).

| Cause (concept) | Fix (concept) |
|---|---|
| hidden charges | show full price breakup early |
| long checkout | fewer steps + guest checkout |
| payment failures | retry + multiple payment options |
| low trust | reviews + easy returns + secure payment cues |

Write any three causes with fixes.

Question 12

Write a short note on A/B testing in CRO (any three points) and add a simple flowchart.

Accepted Answer

**A/B testing** compares two versions (A vs B) of a page/feature to see which improves a metric like **conversion rate** (concept).

Any three points:
- test one change at a time (e.g., CTA color, PDP layout)
- define a success metric (conversion, add-to-cart)
- run until enough data is collected, then implement winner (concept)

Flowchart:

```text
Hypothesis -> Create Variant A/B -> Split Traffic -> Measure -> Choose Winner
```

Question 13

Explain product catalogue quality and its impact on conversion and returns (exam-style) with headings and a table.

Accepted Answer

### Meaning
A **product catalogue** is the structured database of product information (title, attributes, variants, images) used for listings across the app (concept).

### Why catalogue quality matters
Good catalogue quality improves discovery and reduces mismatch returns (concept).

| Catalogue element | Impact (concept) |
|---|---|
| **Accurate attributes** (size/color/material) | better filters/search relevance |
| High-quality images | improves trust and decision making |
| Correct pricing/stock | prevents checkout failures and cancellations |

Conclusion: Better catalogue data improves **conversion** and reduces **returns** (concept).

Question 14

Discuss CRO techniques to reduce cart abandonment (exam-style) and include a small table.

Accepted Answer

### Meaning
**CRO** aims to increase purchases by improving the shopping experience (concept).

### Techniques to reduce cart abandonment
- simplify **checkout** (fewer steps, guest checkout)
- show full price breakup early (avoid hidden charges)
- improve payment success (multiple options, retry)
- show trust signals (reviews, secure payment, easy returns)
- improve speed and error handling (concept)

| Problem | CRO fix (concept) |
|---|---|
| long forms | autofill + saved addresses |
| payment failures | retry + alternate payment options |
| uncertainty | delivery date + return policy on PDP/checkout |

Conclusion: Removing friction and building trust improves conversion (concept).

Question 15

Explain search, filters and sorting in e-commerce and how they improve conversion (exam-style) with a flow diagram/table.

Accepted Answer

### Role of search, filters and sorting
They help customers find the right product faster, reducing effort and improving **conversion** (concept).

Flow (from intent to purchase):

```text
Need -> Search Query -> Filter/Sort -> Relevant Products -> PDP -> Add to Cart
```

| Feature | Benefit (concept) |
|---|---|
| **Auto-suggest** | faster query completion |
| **Filters** | narrow choices (size, brand, price) |
| **Sorting** | prioritize relevance/price/newness |

Conclusion: Better discovery reduces drop-offs and increases purchases (concept).

Module/Page	Purpose
PLP	lists products with filters/sort
PDP	shows detailed product information
Cart	review items and totals
Checkout	address + delivery + payment
Support/Account	orders, returns, help

E-Commerce Website/App Basics: UX, Product Catalogue, Search, Checkout Flow and Conversion Optimization

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