Why Conversion Rate Is a Vanity Metric (And the 4 Numbers That Actually Matter)
Failed to add items
Sorry, we are unable to add the item because your shopping cart is already at capacity.
Add to basket failed.
Please try again later
Add to Wish List failed.
Please try again later
Remove from Wish List failed.
Please try again later
Follow podcast failed
Unfollow podcast failed
Why Conversion Rate Is a Vanity Metric (And the 4 Numbers That Actually Matter)
-
Narrated by:
-
By:
About this listen
Most CRO agencies chase test velocity while your conversion problems go undiagnosed—here's the research framework that changes everything.
In this episode, discover:
- Why 80% of optimization work should happen before you launch a single test, using research to understand customer psychology instead of copying competitors
- The Intrasite Funnel diagnostic framework that reveals the four critical metrics Shopify's analytics completely miss (including the product discovery gap)
- How conversion rate is actually a vanity metric—95% influenced by ad spend and traffic source changes, not your button colors or layouts
Anthony Morgan is Founder and CEO of Enavi. He's built a reputation as a contrarian in the CRO space, pioneering "human-obsessed CRO" that prioritizes customer research over rapid-fire testing.
Whether you're doing $10K months or $1M months, this conversation delivers actionable insights you can implement this week.
📝 Full show notes, strategic takeaways, and resources: https://ecommercefastlane.com/podcast/episode-440/
Connect with us:
🐦 Twitter: https://twitter.com/stevenhutt
💼 LinkedIn: https://www.linkedin.com/in/shutt/
📘 Facebook: https://www.facebook.com/thrivingwithshopify
No reviews yet
In the spirit of reconciliation, Audible acknowledges the Traditional Custodians of country throughout Australia and their connections to land, sea and community. We pay our respect to their elders past and present and extend that respect to all Aboriginal and Torres Strait Islander peoples today.