Tiffany daSilva, Head of CRO, Shopify

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”

10. 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

11. 51%+

12. 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

13. 1. Popups
II. Headlines
III. No Comments

14. 1.5
3
4.5
6
Tiffany daSilva @bellastone

15. THE CONFIDENCE CODE
“Confidence is life’s enabler.
It is the quality that turns
thoughts into action.“
Tiffany daSilva @bellastone

16. Tiffany daSilva @bellastone
Let’s bring it back to ’92…

17. THANKYOU!
Tiffany daSilva
@bellastone