[500distro] mind over matter: tactics for testing assumptions & increasing conversion

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MIND OVER MATTER Tactics for Testing Assumptions & Increasing Conversion

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Tiffany daSilva, Head of CRO, Shopify

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Page 1: [500DISTRO] Mind Over Matter: Tactics for Testing Assumptions & Increasing Conversion

MIND OVER MATTER Tactics for Testing Assumptions & Increasing Conversion

Page 2: [500DISTRO] Mind Over Matter: Tactics for Testing Assumptions & Increasing Conversion

Tiffany daSilva Conversion Rate Optimization

@bellastone

Page 3: [500DISTRO] Mind Over Matter: Tactics for Testing Assumptions & Increasing Conversion

WHERE IT ALL STARTED…

Tiffany daSilva @bellastone

Page 4: [500DISTRO] Mind Over Matter: Tactics for Testing Assumptions & Increasing Conversion

WHAT DID I LEARN?

Do Things That Don’t Scale

Ask Questions

Try New Things & Fail Fast

Tiffany daSilva @bellastone

Page 5: [500DISTRO] Mind Over Matter: Tactics for Testing Assumptions & Increasing Conversion

#1 CHALLENGE AS A CRO

EXPERIENCE TECH TRENDS KEEPING TRACK

CONFIDENCE TO MAKE DECISIONS

Tiffany daSilva @bellastone

Page 6: [500DISTRO] Mind Over Matter: Tactics for Testing Assumptions & Increasing Conversion

Uhhh….

Have an idea

Paralyzed

Tiffany daSilva @bellastone

Page 7: [500DISTRO] Mind Over Matter: Tactics for Testing Assumptions & Increasing Conversion

Good Bad

Right Wrong

Tiffany daSilva @bellastone

Page 8: [500DISTRO] Mind Over Matter: Tactics for Testing Assumptions & Increasing Conversion

THE SOCIAL PROOF DILEMMA

“It always works”

Page 9: [500DISTRO] Mind Over Matter: Tactics for Testing Assumptions & Increasing Conversion
Page 10: [500DISTRO] Mind Over Matter: Tactics for Testing Assumptions & Increasing Conversion

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

Page 11: [500DISTRO] Mind Over Matter: Tactics for Testing Assumptions & Increasing Conversion

51%+

Page 12: [500DISTRO] Mind Over Matter: Tactics for Testing Assumptions & Increasing Conversion

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

Page 13: [500DISTRO] Mind Over Matter: Tactics for Testing Assumptions & Increasing Conversion

1. Popups

II. Headlines

III. No Comments

Page 14: [500DISTRO] Mind Over Matter: Tactics for Testing Assumptions & Increasing Conversion

1.5

3

4.5

6

Tiffany daSilva @bellastone

Page 15: [500DISTRO] Mind Over Matter: Tactics for Testing Assumptions & Increasing Conversion

THE CONFIDENCE CODE

“Confidence is life’s enabler. It is the quality that turns

thoughts into action. “

Tiffany daSilva @bellastone

Page 16: [500DISTRO] Mind Over Matter: Tactics for Testing Assumptions & Increasing Conversion

Tiffany daSilva @bellastone

Let’s bring it back to ’92…

Page 17: [500DISTRO] Mind Over Matter: Tactics for Testing Assumptions & Increasing Conversion

THANK YOU!Tiffany daSilva @bellastone