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 Packed with examples and no-nonsense advice, this conversation pushes back on outdated thinking and offers actionable strategies for improving website performance and driving real business growth.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

Lauren Petrullo welcomes Eddie Maalouf, founder of BAD Marketing, to discuss strategies for navigating the evolving marketing landscape. They talk about how affiliate marketing, influencer trust, and tailored content creation are shifting in 2025, especially for e-commerce, local businesses, and info products. Eddie shares firsthand insights on creating impactful ads, handling post-holiday marketing, and using AI effectively without overcomplicating campaigns. This conversation dives into what's working now and how brands can position themselves for what's next.

Chapters

• 00:00:00 - Kickoff: Welcome to Perpetual Traffic
• 00:01:23 - The Story Behind Eddie Maalouf & Bold Marketing Moves
• 00:04:24 - 2025 Predictions: Affiliate Marketing’s Trust Game
• 00:08:38 - Future-Proofing Info Products
• 00:12:36 - Winning Tactics for Local Business Marketing
• 00:14:00 - Ads That Work for Local Audiences
• 00:17:23 - Post-Black Friday: Next Steps for E-commerce
• 00:18:37 - Upcoming Trends for New Year Sales
• 00:20:02 - Agency Insider: Insights from the Frontlines
• 00:23:47 - Effective Media Buying
• 00:28:10 - AI’s Role in Shaping Marketing
• 00:32:09 - The Evolution of Interactive Advertising
• 00:37:16 - Final Predictions and Takeaways

LINKS AND RESOURCES:

• Eddie Maalouf on LinkedIn
• BAD Marketing
• 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 talks about the big questions clients are asking as they gear up for 2025: planning strategies, managing campaign expectations, and optimizing ad performance. He breaks down examples from brands across various sectors—covering everything from case studies on large national brands to niche and hospitality businesses. Ralph shares insights on how Tier 11 approaches campaign iterations, creative strategies for user-generated content, and the layered landscape of influencer marketing. This episode is packed with straightforward, no-nonsense advice for making solid marketing moves that can set businesses up for a strong start to the new year.

Chapters

• 00:00:00 - Introduction and Solo Host Spotlight
• 00:00:35 - Preparing for Strategic Shifts in 2025
• 00:01:55 - Frequently Asked Client Questions
• 00:03:49 - National Brand Case Study
• 00:07:29 - Insights from a Hospitality Sector Case
• 00:11:10 - Success Story: Niche Business Tactics
• 00:14:42 - Mastering Campaign Frequency & Strategy
• 00:19:16 - Creating Powerful UGC Content
• 00:25:30 - Levels of Influence: A Guide to Marketing Strategies
• 00:29:35 - Final Thoughts and Audience Connection

LINKS AND RESOURCES:

• Episode 638: The 2-Step Google Strategy to Blow Up Your Service or Lead Gen Business
• Episode 637: [‘Case’ Case Study] How Tier 11 Grew this eComm Brand 40% in 6 Months
• Tier 11 on YouTube
• Get Your Marketing Performance Indicators™ Checklist Now!
• Billo
• Yotpo
• 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 Lauren talk about the value of in-person connections and insights from recent conferences. Ralph shares his experiences from a Smart Marketer event, pointing out the importance of networking beyond scheduled sessions and the impact of an engaged audience. Lauren adds her perspective, gearing up for WebinarCon, where she anticipates learning cutting-edge techniques in webinar funneling. Together, they discuss key takeaways, from maximizing product launches through presales to scaling service offerings without sacrificing quality. Their shared stories have a central message: success often lies in connecting authentically, refining strategies, and staying open to new approaches in marketing and business growth.

Chapters

• 00:00:00 - Welcome to the Perpetual Traffic Podcast
• 00:00:29 - Conference Insights and Energizing Takeaways
• 00:01:29 - WebinarCon: The Power of Webinars
• 00:05:50 - Smart Marketer Event Highlights
• 00:09:52 - Networking and Making Connections
• 00:13:31 - Pre-Sales Strategy for E-commerce
• 00:17:52 - Limited Batch Launch Strategy
• 00:19:13 - Pre-Selling Courses: Lessons Learned
• 00:21:16 - Niche Down to Scale Up
• 00:24:37 - Cutting Through the Noise
• 00:27:25 - Optimizing Appointment Bookings
• 00:34:52 - Concluding Thoughts and Takeaways

LINKS AND RESOURCES:

• Tier 11 on YouTube
• Get Your Marketing Performance Indicators™ Checklist Now!
• Webinarcon
• Episode 634: Fire Your Overpriced Marketing Consultant & Use AI The RIGHT Way with Russ Henneberry
• 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 Lauren are talking about the power of brand-building and marketing strategies that go beyond typical sales tactics. They explore how case studies from diverse industries—like the spa and beauty sectors—point out the importance of a full-funnel approach, from initial brand awareness to strategic entry offers that pave the way for higher-value conversions. Drawing from real client results, they stress the value of patient, data-informed decisions and share insights on crafting a layered marketing strategy. As they look ahead to the holiday season, Ralph and Lauren also touch on Black Friday preparations, urging listeners to leverage unique, value-driven offers to stand out in a competitive market.

Chapters

• 00:00:00 - Introduction to Perpetual Traffic Podcast
• 00:00:24 - Celebrating Audience Success Stories and Wins
• 00:02:00 - Leveraging Podcasting for Brand Growth
• 00:05:23 - Overview of Today’s Case Study
• 00:08:29 - Targeted Solutions for Spa Industry
• 00:13:07 - Data-Driven Marketing for Better Results
• 00:17:35 - Revenue Analysis and Calculating ROAS
• 00:19:06 - Understanding Customer Journey and Spending
• 00:21:10 - Impact of Brand Lift on Conversions
• 00:23:15 - Competitive Strategies for Saturated Markets
• 00:26:47 - Crafting a Complete Funnel Strategy
• 00:28:46 - Preparing Brands for Black Friday
• 00:31:04 - Closing Remarks and Upcoming Topics

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 with us on iTunes and leave us a review!

Mentioned in this episode:

AdCritter for Agencies

Ralph and Lauren dive into the importance of authenticity in personal and business branding. They discuss how letting unique traits shine can create a memorable and compelling brand identity. They also tackle the impact of charisma and the role of bold, sometimes polarizing choices in differentiating yourself from competitors. Discussing that standing out means attracting the right audience and being unafraid to repel others, Ralph and Lauren explore how leaning into one’s true personality can be a powerful business strategy.

Chapters

• 00:00:00 Start with Ralph and Lauren
• 00:00:25 A Quick Debate on Heights and Humor
• 00:01:51 Authenticity in the World of Social Media
• 00:03:09 Unpacking the Power of Charisma
• 00:03:41 Goodreads Goals and Personal Ambitions
• 00:04:12 Inside Lauren’s Marketing Mindset
• 00:06:05 Why Being Polarizing Matters
• 00:14:45 Charismatic Leaders and Their Influence
• 00:22:53 Navigating Marketing Industry Challenges
• 00:27:57 Leaving the Corporate Grind Behind
• 00:28:13 Rethinking the Agency Model
• 00:28:26 Diving Deep into Client Goals
• 00:28:57 Revisiting the Power of Charisma
• 00:29:40 Narcissism Meets Leadership
• 00:30:23 Relatable Corporate Stories
• 00:32:55 The Legendary Kennedy-Nixon Debate
• 00:35:14 Ryan Reynolds: Charisma Personified
• 00:38:01 Public Persona vs. Private Self
• 00:41:13 Making a Stand in Marketing
• 00:50:24 The Power and Purpose of Branding
• 00:52:19 Wrapping Up with Next Steps

LINKS AND RESOURCES:

• The McCartney Legacy: Volume 1: 1969 – 73
• Absolute Charisma: How Highly Charismatic People Think, Act, and Speak to Charm and Influence People with Ease (Communication Skills and Charisma Development, Book 4)
• Get Your Marketing Performance Indicators™ Checklist Now!
• Kennedy vs. Nixon: The first 1960 presidential debate
• 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