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Tiffany daSilva, Head of CRO, Shopify
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MIND OVER MATTER Tactics for Testing Assumptions & Increasing Conversion
Tiffany daSilva Conversion Rate Optimization
@bellastone
WHERE IT ALL STARTED…
Tiffany daSilva @bellastone
WHAT DID I LEARN?
Do Things That Don’t Scale
Ask Questions
Try New Things & Fail Fast
Tiffany daSilva @bellastone
#1 CHALLENGE AS A CRO
EXPERIENCE TECH TRENDS KEEPING TRACK
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”
CHANGING YOUR OPINION1) Ask Yourself - 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
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 simple reason is that that's
an opportunity for us to learn something. “
Tiffany daSilva @bellastone
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 @bellastone
Tiffany daSilva @bellastone
Let’s bring it back to ’92…
THANK YOU!Tiffany daSilva @bellastone