Real-world lessons to improve your conversion rates

In this talk Erin tells stories about the lessons she brought with her from brick and mortar retail into the world of e-commerce. She draws parallels between what we do building digital products and what shop keepers of yesteryear have taught us (and likely forgot). She also shares some fun experiment examples that were inspired by serving customers face-to-face in a physical shop.

UX Lessons from running more than 1,200 A/B Tests

Knowing how to solve the right problem is only one small part of the product-success equation. And nailing the execution is harder than most people think. As Erin says in this talk, “There are far more ways to fail than there are to succeed” when it comes to experimentation. To help you learn, Erin shares some of the silly mistakes she made while A/B testing her designs. That way you can avoid those pitfalls as you work to make your digital product better—not just different.

Design for Impact: Rally Your Team Around a Process that Drives Growth

Experimentation can be intimidating to non-data science folk. But Erin wants to get everyone excited about A/B testing. In this talk, Erin shares the Conversion Design process. It centers A/B testing as a way to gather high-quality evidence to make highly informed decisions to improve your digital product design.

She also introduces the Good Experimental Design toolkit. These easy-to-follow templates usher teams through the logic needed to design trustworthy experiments that you can learn from so you can make things better—not just different.