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HubSpot Growth-Driven Design Certification Exam Answers 2021
Q.1 – True or false? The goal of the strategy stage is to develop an understanding of the goals, functionalities, and sections required by both stakeholders and other departments in the company.
Q.2 – Fill in the blank: A launch pad website is ___________.
(A) a pared-down version of your existing website that is formed by cutting the majority of the content and launching quickly.
(B) an interactive design prototype built in Google Slides that allows you to collect real user feedback. After the feedback is collected, you can embark on your full website redesign.
(C) a website that looks and performs better than the one you have today but is not the final product. The launch pad website is built quickly and serves as the foundation upon which you build and optimize.
(D) a second variation of your website that you can run experiments on. When an experiment proves successful, you will incorporate it into the real website.
Q.3 – True or false? Growth-Driven Design is simply another name for conversion rate optimization (CRO).
(A) True — GDD is more common in the US and Europe, while CRO is more popular in Asia.
(B) True — both GDD and CRO are primarily focused on optimizing the existing website.
(C) False — CRO is a process to use after all of your GDD efforts are complete.
(D) False — although important, CRO is only one of many pieces in the GDD puzzle.
Q.4 – Which of the following statements describes why traditional website design is a high-risk project?
(A) Only the developers are involved in traditional web design
(B) The website design and build often go over-budget and launch late.
(C) The big budgets often lead to wasteful spending.
(D) Project decisions are made solely based on historical performance of existing users.
Q.5 – In a 2017 survey, agencies reported seeing the following results with their clients six months after launching a website when using Growth-Driven Design versus traditional web design:
(A) 14.1% more visitors, 16.9% more leads, and 11.2% more revenue.
(B) Less website downtime, more up-to-date content, and happier internal teams.
(C) 12% increase in subscribers, lower bounce rates, less need to update plugins.
(D) Better competitive positioning and an 8% boost in prospect close rate.
Lesson 2 Quiz Answers
Q.1 – True or false? You can skip the strategy stage if you’re closely working with senior managers who have been at the company for many years. With their experience, they know what to build for your users.
Q.2 – Which of the following factors is NOT defined in the goals step in the strategy stage?
(B) Key performance indicators (KPIs)
(C) Tasks to be completed
(D) Target goals
Q.3 – True or false? A job story describes your buyer persona’s demographic information and employment information.
Q.4 – While looking at the steps of the strategy stage, your boss asks, “Is it really worth the time to conduct interviews and complete the fundamental assumptions worksheet? It seems time consuming.” Which of the following statements would be the best response to your boss’ question?
(A) “Although it’s time consuming, investing the time to get the core, foundational elements correct will ensure we don’t waste time, energy, and money building items that no one cares about and that don’t drive business impact. Additionally, we will end up saving even more time in the long run during the wireframing and copywriting steps by completing the worksheet upfront.”
(B) “It’s not that time consuming. We can skip the user interviews and simply do our best to fill out the worksheet with stakeholders. This will likely be better anyway, as our stakeholders understand our business and what should be on the website.”
(C) “It does take quite a bit of time. Maybe you’re right, we can skip the worksheet and instead shift that time to building more content on the website. This way, we can build more of the items on our wish list. The more items we can build, the greater impact we can make.”
Q.5 – Why should you wait until the end of the strategy stage to complete the website-specific strategy step?
(A) It’s critical to first establish a deep understanding of your users and your business goals to make sure what you create in the website-specific strategy step has the greatest impact.
(B) Because GDD is a user-driven methodology, it can take time to recruit users to complete the website-specific step. By listing it at the end of the strategy stage, your team will have enough time to hire users and put them to work creating the website.
(C) It doesn’t matter when you complete the website-specific strategy step. It’s listed toward the end of the strategy stage simply because it can take time for stakeholders to agree on what to build on the website.
Lesson 3 Quiz Answers
Q.1 – True or false? It is NOT important to integrate your tools and pull all user data together into one place.
Q.2 – What is the order of operations when evaluating tools for a GDD tool stack?
(A) Review the current tools your team is using, set goals, discover other tools to fill in the gaps.
(B) Understand features, determine budget, consider your team’s size.
(C) Understand required functionality, consider your team’s size, set your goals.
(D) Review your goals, determine required functionality, evaluate tool features.
Q.3 – Fill in the blank: When evaluating CMS platforms for Growth-Driven Design, it’s important to select a CMS that: ___________.
(A) empowers non-technical team members to take action
(B) is fast, secure, and reliable
(C) allows your team to focus on driving results, not constantly updating plugins
(D) pulls all user data into a centralized place so your team can see insights and take action on the data
(E) All of the above
Lesson 4 Quiz Answers
Q.1 – User research can be incorporated throughout the GDD methodology, but when is it most commonly used?
(A) In the strategy stage and the plan step of the continuous improvement stage.
(B) After your boss requests a deep-dive analysis of website performance.
(C) Directly before the launch pad stage to gather data to validate your ideas to your boss.
(D) Directly after the launch pad stage is complete to test its effectiveness.
Q.2 – Fill in the blank: A user question helps your team understand ________.
(A) a focus metric
(B) user challenges
(C) wish list items
Q.3 – Imagine you just joined a marketing team and are responsible for launching a new website to drive lead generation. You find out that your team doesn’t have access to the current website and there has never been any analytics software installed. Which research category would be the best place to start developing an understanding of why users visit the website?
(A) Qualitative research
(B) Observational research
(C) Quantitative research
(D) A/B testing
Lesson 5 Quiz Answers
Q.1 – How would you describe a launch pad website to your team and boss?
(A) An interactive prototype that can be given to your users early on to collect feedback. This feedback is incorporated into the full website build.
(B) A pared-down version of your old website that is built quickly by cutting out all medium- and low-impact pages.
(C) A website that includes all of the ideas your team and stakeholders developed in the strategy stage. It’s often larger than your existing website because of all of the new ideas that have been incorporated.
(D) A website that looks and performs better than the one you have today but is built quickly and is not a final product. Rather, your launch pad is the foundation you’ll build and optimize from using data.
Q.2 – Which of the following is NOT a good reason to launch the launch pad website quickly?
(A) You can decreases risky assumptions and potential wasted effort.
(B) You can start collecting data on real users interacting with your site. This data will inform how to build and optimize the website.
(C) The website isn’t important for the business, so the less time spent on it, the better.
(D) You can decrease the time it takes to start seeing results and return on your investment from your website.
Q.3 – True or false? The only way to speed up the creation of a launch pad website is to cut out the majority of the content.
(A) False — cutting down the amount of content on the site is only one of many options for speeding up a launch pad website and may not be the right choice for your specific website.
(B) False — the second way to speed up the launch pad website is to limit the stakeholders to only one revision on all content and designs.
(C) True — the only way to ensure a quick launch is to remove all of the content except for the most important pages.
(D) True — most of the content on a website is not critical to the success of the site, so it’s better to simplify and delete it.
Q.4 – When customizing your approach to your launch pad, there are five acceleration methods you can incorporate into your process. Which method involves deconstructing the website into phases, starting with global elements, and then launching after the minimum number of phases have been completed?
(C) Launch and expand
Q.5 – Which of the following is a benefit of running sprint workshops?
(A) You can save time by decreasing communication delays, distractions, and slow approvals.
(B) You can save time and create alignment by allowing your CEO to get in front of everyone at one time to communicate exactly what to build.
(C) You’ll have better ideas and solutions by pulling on the collective knowledge of a diverse group of people.
(D) Your team will get a great workout and build stronger relationships, and exercise is proven to stimulate the brain.
(E) A and C
Q.6 – How should you and your team think about the importance of creating the content on your website?
(A) Content is the core of the website and is key in driving user behavior. However, it’s also the step that most often causes delays in website redesigns.
(B) Content is important, but it’s more important to focus on the look and feel of the website. It’s critical to make sure your website looks better than all of your competitors’ websites.
(C) It’s your job to empower stakeholders and other departments to create the content they think is important. It’s also best for you to use the content format your stakeholders prefer.
(D) Quickly hire some interns to write the content. This will not only save time but also allow your team to focus on more important activities like choosing colors and styling.
Lesson 6 Quiz Answers
Q.1 – Which of the following statements best describes why it’s important to invest in the continuous improvement stage?
(A) The primary reason to invest in the website continuously is so you can add blog posts and pillar pages to the site. This type of content marketing will help your site get ranked on search engines and grow your organic website traffic.
(B) The launch pad is not the final product — it’s simply a starting point. Modern hyper-growth companies view their website as a growth asset that should be continuously invested in to deliver more user value, help scale the company, and drive true business growth.
(C) Having a small monthly budget for your team to update content and maintain the website’s technology is key for credibility with users.
(D) It’s actually not that important to improve the website. If your team is happy with the initial launch pad website, you can move on to other marketing activities.
Q.2 – How would you describe what your team is working on in the continuous improvement stage?
(A) The team runs a repeatable, agile process where they continuously collect real user data to build the highest impact items that deliver more user value and drive company-wide growth.
(B) The team runs a repeatable, agile process where stakeholders can create a quarterly wish list of items they want to see on the site and the team will build them. The more items that are created for stakeholders, the more likely they will continue to fund your website efforts.
(C) The team shifts from web design to content marketing. They will now attack all industry keywords using the “hub and spoke” strategy and create new blog and pillar page content.
(D) The team will now work to discover new personas and start developing new content and sitewide personalization around these personas. Discovering and building for every possible type of website visitor is critical to good website performance.
Q.3 – Fill in the blanks: During the “quarterly summit,” the team can zoom out to focus on ____________. Once the strategy is determined, the team can then dive back into ____________ during the individual sprint cycles.
(A) internal needs, customer needs
(B) content improvements, technical improvements
(C) the market, your existing customers’ feedback
(D) strategy, execution
Q.4 – True or false? There’s a fixed capacity for every sprint cycle. The strategist should only book approximately 80% of the capacity each sprint cycle.
Q.5 – What does your team do during the “build” step of the sprint cycle?
(A) Developers code the new website so it can be QA-ed and launched as soon as possible.
(B) Run a hyper-focused, collaborative attack on implementing the high-impact action items as quickly as possible while maintaining quality work.
(C) Run a hyper-focused, collaborative attack on building minimum viable products and launching them as quickly as possible. The key during the “build” step is quantity over quality.
(D) Each department develops their assets and delivers them to the next department, moving step-by-step until the action items are complete and can be reviewed by stakeholders.
Q.6 – What’s the goal of running experiments, especially when you’re just starting the continuous improvement stage?
(A) To complete as many successful experiments as possible. The more successes, the more results the business will see.
(B) To show your management team you’re working hard at solving tough problems so they continue to fund your efforts.
(C) To learn about how your users act and how the business can interact with them.
(D) To try the biggest, craziest ideas you can think of.
Q.7 – Why is it important to implement the “transfer” step at the end of each sprint cycle?
(A) Dedicating time to share learnings across departments and find opportunities to align and collaborate is key to developing a better user experience and company-wide growth.
(B) Explaining the work your team is doing to your CEO is critical to ensure they continue to fund your efforts. If they don’t see you launching new items, it’s likely they will cut your funding.
(C) Transfering all your data, code, and content into the cloud at the end of a sprint is critical to ensuring you have proper backups and minimize potential risk of loss.
(D) Dedicating time to talk to stakeholders across departments to understand where they’re struggling to scale their teams is critical to putting the best items on your wish list.
Lesson 7 Quiz Answers
Q.1 – What is the website performance roadmap?
(A) A framework used by stakeholders to determine if it’s a better investment to build a brand new website or optimize the existing website.
(B) A step-by-step process your developers can use to optimize the speed and performance of the website.
(C) A presentation template your team can use to pitch Growth-Driven Design to your CEO and stakeholders.
(D) A framework used by the strategist during planning to ensure the team is investing its time in the highest-impact items to drive value to the user and maximize results.
Q.2 – What are the four primary benefits of using the website performance roadmap?
(A) It provides focus to your team, sets clear expectations with stakeholders, creates a long-term story for the website vision, and helps you measure and communicate progress.
(B) It provides focus for your stakeholders, helps you identify areas of opportunity, sets a clear vision for the website, and aligns the team before each day begins.
(C) It provides focus to your team, creates a twelve-month tactical roadmap, communicates priorities to other departments, and improves the experience for the team and stakeholders.
(D) It provides a simple way to evaluate user value creation, shortens the time required to achieve your goals, saves you money by eliminating what does not work, and can be a template for structuring your project management system.
Q.3 – What are the three elements of the website performance roadmap that form the levels in the decision tree?
(A) Ideation, prioritization, execution
(B) Themes, focus areas, tactics
(C) Plan, build, learn
(D) Themes, tactics, experiments
Q.4 – Each focus area has a “focus metric.” What is the purpose of a “focus metric”?
(A) To help your team understand when it’s time to redesign a new website versus optimize the existing website.
(B) To compare industry benchmarks to understand the performance you should expect with your website.
(C) To give the team focus for ideation and prioritization while also serving as a direct measure of the progress you’re making toward the current goal.
(D) None of the above accurately describe the purpose of the focus metric.
Q.5 – What are the three focus areas of the “establish” theme?
(A) Harvest, audience, value
(B) Harvest, optimization, usability
(C) Harvest, products, promotion
(D) Harvest, SEO, optimize
Q.6 – How would you describe the difference between Growth-Driven Design (GDD) and conversion rate optimization (CRO) to your boss or colleague?
(A) CRO efforts are just one piece of a bigger puzzle. The bigger puzzle is the GDD methodology.
(B) GDD is run on an agile process, and CRO is run on a waterfall process.
(C) They are exactly the same, but GDD is a more popular term in North America, whereas CRO is a more popular term in Europe and Asia.
(D) GDD is only for small websites, CRO is for large websites.
Q.7 – What is the goal of the “expand” theme?
(A) To include additional marketing activities in your efforts, such as paid marketing and inbound marketing.
(B) To increase the number of pages on the website to grow the number of month-over-month organic website visitors.
(C) To increase the capacity of action items completed in each sprint by adding additional team members to your team.
(D) To think big-picture and find creative ways to expand the website’s impact on users and the company.
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