The conversion problem is not in your ad account. It's in the gaps between your ads, landing pages, data, and unit economics.

If your CRO agency is leading with design opinions instead of data, you're not optimizing. You're guessing. There's a critical difference between CRO that looks smart and CRO that actually moves revenue, and most businesses have never seen the real thing.

In this episode, I sit down with Ned MacPherson, the Director of CRO at Tier 11. Ned built and scaled his CRO and analytics agency to 30+ people before a successful private equity acquisition in late 2023, working with brands from early-stage DTC all the way up to Fortune 50 companies. He breaks down exactly why the industry's default CRO approach is not just ineffective but can actively hurt your conversion rate.

By the end of this three-part series, you'll know what the "metric on fire" framework looks like and why checkout funnel drop-off data means completely different things depending on where it happens. You’ll also discover how improving your on-site conversion rate creates a compounding halo effect in your Meta and Google ad performance.

In this Episode:

- How to identify the right funnel metrics to drive change and maximize ROI

- Real-world examples of how CRO strategies lead to huge revenue growth

- Why testing different approaches is critical to uncovering what's driving conversions

- Practical tips on conducting a CRO audit and interpreting website data

- Incremental vs. giant leaps with CRO strategies

- How integrating CRO with media buying improves ad performance

- The power of qualitative direct feedback from customers

Listen to This Episode on Your Favorite Podcast Channel:

Follow and listen on Apple: https://podcasts.apple.com/us/podcast/perpetual-traffic/id1022441491

Follow and listen on Spotify:

https://open.spotify.com/show/59lhtIWHw1XXsRmT5HBAuK