MIND OVER MATTER
Tactics forTesting Assumptions & Increasing Conversion
WHERE IT ALL STARTED…
Tiffany daSilva @bellastone
WHAT DID I LEARN?
DoThingsThat	

Don’t Scale
Ask Questions
Try NewThings	

& Fail Fast
Tiffany daSilva @bellastone
#1 CHALLENGE AS A CRO
EXPERIENCE TECHTRENDS KEEPINGTRACK
CONFIDENCE TO MAKE DECISIONS
Tiffany daSilva @bellastone
Uhhh….
Have an idea
Paralyzed
Tiffany daSilva @bellastone
Good Bad
Right Wrong
Tiffany daSilva @bellastone
THE SOCIAL PROOF DILEMMA
“It always works”
CHANGINGYOUR OPINION
1) AskYourself - What do you really
believe?	

2)Think About it – How well based is the
opinion you a...
51%+
MYTHBUSTERS
“The thing is, we love it when
we're wrong. It's like the best
possible thing that can happen to
us...The simp...
1. Popups
II. Headlines
III. No Comments
1.5
3
4.5
6
Tiffany daSilva @bellastone
THE CONFIDENCE CODE
“Confidence is life’s enabler. 	

It is the quality that turns
thoughts into action.“
Tiffany daSilva @...
Tiffany daSilva @bellastone
Let’s bring it back to ’92…
THANKYOU!
Tiffany daSilva	

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

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Tiffany daSilva, Head of CRO, Shopify

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

  1. 1. MIND OVER MATTER Tactics forTesting Assumptions & Increasing Conversion
  2. 2. Tiffany daSilva Conversion Rate Optimization @bellastone
  3. 3. WHERE IT ALL STARTED… Tiffany daSilva @bellastone
  4. 4. WHAT DID I LEARN? DoThingsThat Don’t Scale Ask Questions Try NewThings & Fail Fast Tiffany daSilva @bellastone
  5. 5. #1 CHALLENGE AS A CRO EXPERIENCE TECHTRENDS KEEPINGTRACK CONFIDENCE TO MAKE DECISIONS Tiffany daSilva @bellastone
  6. 6. Uhhh…. Have an idea Paralyzed Tiffany daSilva @bellastone
  7. 7. Good Bad Right Wrong Tiffany daSilva @bellastone
  8. 8. THE SOCIAL PROOF DILEMMA “It always works”
  9. 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. 10. 51%+
  11. 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. 12. 1. Popups II. Headlines III. No Comments
  13. 13. 1.5 3 4.5 6 Tiffany daSilva @bellastone
  14. 14. THE CONFIDENCE CODE “Confidence is life’s enabler. It is the quality that turns thoughts into action.“ Tiffany daSilva @bellastone
  15. 15. Tiffany daSilva @bellastone Let’s bring it back to ’92…
  16. 16. THANKYOU! Tiffany daSilva @bellastone

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