[500DISTRO] Mind Over Matter: Tactics for Testing Assumptions & Increasing Conversion

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Tiffany daSilva, Head of CRO, Shopify

Tiffany daSilva, Head of CRO, Shopify

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  • 1. MIND OVER MATTER Tactics forTesting Assumptions & Increasing Conversion
  • 2. Tiffany daSilva Conversion Rate Optimization @bellastone
  • 3. WHERE IT ALL STARTED… Tiffany daSilva @bellastone
  • 4. WHAT DID I LEARN? DoThingsThat Don’t Scale Ask Questions Try NewThings & Fail Fast Tiffany daSilva @bellastone
  • 5. #1 CHALLENGE AS A CRO EXPERIENCE TECHTRENDS KEEPINGTRACK CONFIDENCE TO MAKE DECISIONS Tiffany daSilva @bellastone
  • 6. Uhhh…. Have an idea Paralyzed Tiffany daSilva @bellastone
  • 7. Good Bad Right Wrong Tiffany daSilva @bellastone
  • 8. THE SOCIAL PROOF DILEMMA “It always works”
  • 9. CHANGINGYOUR OPINION 1) AskYourself - What do you really believe? 2)Think About it – How well based is the opinion you already hold? 3) Analyze – How good is the evidence? 4) Be Critical – Does the evidence really contradict what you already believe? 5.)Figure out – If current evidence is insufficient – what would make it sufficient? 6.) Be Real – Is it worth it? Tiffany daSilva @bellastone
  • 10. 51%+
  • 11. MYTHBUSTERS “The thing is, we love it when we're wrong. It's like the best possible thing that can happen to us...The simple reason is that that's an opportunity for us to learn something.“ Tiffany daSilva @bellastone
  • 12. 1. Popups II. Headlines III. No Comments
  • 13. 1.5 3 4.5 6 Tiffany daSilva @bellastone
  • 14. THE CONFIDENCE CODE “Confidence is life’s enabler. It is the quality that turns thoughts into action.“ Tiffany daSilva @bellastone
  • 15. Tiffany daSilva @bellastone Let’s bring it back to ’92…
  • 16. THANKYOU! Tiffany daSilva @bellastone