Dave Diederen is a Netherlands-based developer turned conversion rate optimization pro. He encourages ecommerce brands to test product pages, ads, and, well, everything. He says merchants often prioritize their sites’ aesthetics over copy and content, a big mistake. “Content and copy play a very big role in conversions, if not the biggest,” he told me. In our recent conversation, he addressed conversion wins, product and home page tactics, A/B strategies, and more. Our entire audio is embedded below. The transcript is edited for clarity and length. Eric Bandholz: Who are you? Dave Diederen: I’m the founder of Syntra, a conversion rate optimization agency in the Netherlands. I’m a firm believer in testing and collecting as much data as you can. We do a lot of product page and listicle testing. I encourage the brands we work with to test new advertising angles , too, such as new creative. Traffic that doesn’t end up on a product page has no chance to buy.…