Ralph Burns and Lauren Petrullo tackle some of the biggest misconceptions about Conversion Rate Optimization (CRO) with industry expert Raphael Paulin-Daigle. They dig into why obsessing over conversion rates alone can backfire and why metrics like lifetime value (LTV) and average order value (AOV) matter more in the long run. The discussion also hits on how platforms like TikTok are shaking up the CRO space and what that means for modern businesses. Raphael shares his story of turning a passion for marketing as a teenager into a thriving career working with top DTC brands. Packed with examples and no-nonsense advice, this conversation pushes back on outdated thinking and offers actionable strategies for improving website performance and driving real business growth.

Chapters

• 00:00:00 – Meet Raphael: The Myth-Buster of CRO
• 00:00:21 – CRO Myths: Why Doubling Your Conversion Rate Isn’t That Simple
• 00:01:43 – From Fictional Marketing Plans to Real DTC Success
• 00:02:26 – Raphael’s Origin Story: Creativity Meets Data
• 00:08:01 – No Portfolio? No Problem: Landing Clients the Hard Way
• 00:13:53 – From Metrics to Mastery: The Real Evolution of CRO
• 00:20:57 – Wants vs. Needs: When Clients Get It Wrong
• 00:22:45 – The Conversion Rate Illusion: Why Numbers Lie
• 00:26:00 – Case Study: Turning Subscriptions Into Gold
• 00:29:33 – Breaking It Down: How to Communicate Results Without Confusion
• 00:35:35 – CRO in the TikTok Era: Quick Wins vs. Real Strategies
• 00:44:59 – Stay Connected: Raphael’s Tips for Long-Term Growth

LINKS AND RESOURCES:

• Raphael Paulin-Daigle on LinkedIn
• Raphael Paulin-Daigle on X
• SplitBase
• Landing Page Optimization: The Definitive Guide to Testing and Tuning for Conversions
• Tier 11 Jobs
• Perpetual Traffic on YouTube
• Tiereleven.com
• Mongoose Media
• Perpetual Traffic Survey
• Perpetual Traffic Website
• Follow Perpetual Traffic on Twitter
• Connect with Lauren on Instagram and Connect with Ralph on LinkedIn

Thanks so much for joining us this week. Want to subscribe to Perpetual Traffic? Have some feedback you’d like to share? Connect with us on iTunes and leave us a review!

Mentioned in this episode:

AdCritter for Agencies

Ralph and John dig into a case study that flips conventional marketing on its head, showing how rethinking ad spend can drive unexpected results. They explore why focusing on Media Efficiency Ratio (MER) instead of ROAS can uncover hidden opportunities for growth. Through examples and real-time analysis, they reveal strategies for reallocating budgets, cutting unnecessary costs, and achieving better outcomes. Along the way, they take live questions and break down how metrics can reshape business decisions. It’s a session packed with lessons that challenge the status quo and offer a fresh perspective on smarter marketing.

Chapters

• 00:00:00 - Welcome to the Marketing Jungle: Ralph and John Unleashed
• 00:00:49 - The Case Study So Wild It’s Practically Fiction
• 00:02:05 - Doing the Opposite: When Counterintuitive is Just Intuitive
• 00:03:36 - ROAS vs. Reality: The Brand Campaign Smackdown
• 00:05:52 - MER Explained: Or Why ROAS is Crying in a Corner
• 00:08:20 - Results So Good You’ll Wonder If We’re Making Them Up
• 00:10:50 - ROAS Walks into a Bar. MER Kicks It Out.
• 00:13:00 - When Saving $7K Feels Better Than Finding $20 in Your Jeans
• 00:15:30 - $425,000 Later: Did Google Ads Just Buy Itself Dinner?
• 00:18:05 - Tracking the Truth: Wicked Reports and Google Play Detective
• 00:20:45 - Why Your Ad Agency’s Yacht Might Be Your Biggest Expense
• 00:25:10 - Margins vs. Metrics: A Fight as Old as Time, But With Spreadsheets
• 00:28:00 - Turning Ad Budgets into Revenue: Step One, Don’t Panic
• 00:30:00 - Final Marketing Lessons: Indicators, Sanity, and Why You Shouldn’t Chase ROAS
• 00:32:13 - Live Q&A: Your Questions, Our Strategy Confessions
• 00:33:12 - Shopping Ad Secrets: Turning Standard into Stellar
• 00:34:24 - Remarketing: When Stalking Your Customers Pays Off
• 00:35:57 - Demand Gen or Demand "Gen-uinely Confused"?
• 00:37:51 - Video Action Campaigns: Clickbait With a Purpose
• 00:38:48 - Gmail Ads: Google’s Expensive Postcards Nobody Reads
• 00:41:44 - Performance Max: Where Traffic Metrics Go to Party
• 00:45:52 - Feeder Strategies That’ll Make You Feel Like a Marketing Chef
• 00:51:33 - Competitive Metrics and Why Lead Gen Feels Like a Marathon
• 00:57:06 - Wrapping Up: The Last Bits of Genius Before You Hit Replay

LINKS AND RESOURCES:

• Tier 11 on YouTube
• Get Your Marketing Performance Indicators™ Checklist Now!
• Tier 11 Jobs
• Perpetual Traffic on YouTube
• Tiereleven.com
• Mongoose Media
• Perpetual Traffic Survey
• Perpetual Traffic Website
• Follow Perpetual Traffic on Twitter
• Connect with Lauren on Instagram and Connect with Ralph on LinkedIn

Thanks so much for joining us this week. Want to subscribe to Perpetual Traffic? Have some feedback you’d like to share? Connect...

Ralph and John Moran get into the complexities of multi-channel attribution, with a strong focus on YouTube's challenges and potential for growth. He and John break down how businesses can better understand YouTube’s role in driving conversions, even when the platform's metrics might make it seem like the weak link. They talk about real-world testing strategies, including post-purchase surveys and ad copy tweaks, to capture a clear picture of what works. By taking a holistic approach, Ralph explains how YouTube, Facebook, and Google Performance Max can work together to reveal surprising insights, making this episode essential listening for marketers looking to scale smartly.

Chapters

• 00:00:00 - Kickoff: Setting the Stage for Success
• 00:00:39 - Cracking the Code: YouTube Attribution Challenges
• 00:01:53 - Solutions in Focus: Navigating Multi-Channel Attribution
• 00:06:09 - Beyond Basics: Why Post-Purchase Surveys Matter
• 00:11:40 - Real Results: The Pet Hair Rake Case Study
• 00:20:46 - Ad Testing for YouTube Optimization
• 00:36:08 - YouTube vs. PDP: Game-Changing Landing Page Tactics
• 00:37:13 - Facebook vs. YouTube Showdown: Which Ad Wins?
• 00:44:00 - Agency Success Blueprint: Building from the Ground Up
• 00:46:51 - Mastering Metrics: Advanced Attribution Tactics
• 00:53:01 - Rapid-Fire Wisdom: Marketing Takeaways You Need
• 00:58:28 - Wrapping Up: Lasting Insights and Takeaways

LINKS AND RESOURCES:

• Get Your Marketing Performance Indicators™ Checklist Now!
• KnoCommerce
• Shopper Approved
• Tier 11 Jobs
• Tier 11 on YouTube
• Perpetual Traffic on YouTube
• Tiereleven.com
• Mongoose Media
• Perpetual Traffic Survey
• Perpetual Traffic Website
• Follow Perpetual Traffic on Twitter
• Connect with Lauren on Instagram and Connect with Ralph on LinkedIn

Thanks so much for joining us this week. Want to subscribe to Perpetual Traffic? Have some feedback you’d like to share? Connect with us on iTunes and leave us a review!

Mentioned in this episode:

AdCritter for Agencies