Perpetual Traffic

Stop guessing what’s working! Grab your Marketing Performance Indicators™ checklist now: https://perpetualtraffic.com/mpi
Are you making six-figure ad spend decisions with incomplete data? If you can't confidently explain which marketing channels are actually driving revenue, you're probably wasting budget without realizing it.
In today’s episode, I'm reviewing a real case study from one of our discovery calls: a nine-year-old, $13 million premium home wellness brand selling $10,000 to $20,000 systems. Their nCAC had climbed to $2,800 in the US, nearly double what they're paying in Canada, and most of their calls happen on the phone.

I'm breaking down exactly what's driving that number up. I'll also walk through what we'll fix first, how we'll shift budget without tanking revenue, and why 30 creatives a month is the new baseline.

If you want this kind of thing done for your business, head over to tiereleven.com/apply

What you’ll learn:
- How rising nCAC signals a scaling problem in Meta Ads and Google Ads
- Why high-ticket products require creative diversification to convert
- How offline conversion tracking improves attribution accuracy
- Why relying on Google demand capture eventually limits business growth
- The importance of matching landing pages with ad creative
- Why low-fi video ads often outperform polished brand commercials
- How to structure top, middle, and bottom-of-funnel creative strategy
- Why importing CRM and phone sales data strengthens ad optimization
- How dedicated landing pages improve high-consideration conversion rates
- The strategy for gradually shifting the budget from Google

Mentioned in the Episode:
Previous Episode with Scott Desgrosseilliers from Wicked Reports: https://perpetualtraffic.com/podcast/episode-791-5-missed-forecasts-then-one-budget-shift-then-4-straight-hits/

Examples of Facebook ads:
https://bit.ly/PTFBAds1
https://bit.ly/PTFBAds2

Tier 11’s Data Suite: https://www.tiereleven.com/what-we-do/data-suite
Partner With Tier 11’s Marketing Team: https://www.tiereleven.com/apply
Listen to Previous Perpetual Traffic Episodes: https://perpetualtraffic.com/
Wicked Reports Attribution Tool: https://www.wickedreports.com/



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

Subscribe and watch on YouTube:
https://www.youtube.com/@perpetual_traffic?sub_confirmation=1

We Appreciate Your Support!
Visit our website: https://perpetualtraffic.com/

Connect with Ralph Burns:
LinkedIn - https://www.linkedin.com/in/ralphburns
Instagram - https://www.instagram.com/ralphhburns/
Hire Tier11 - https://www.tiereleven.com/apply

Stop losing revenue after the click! Let’s find the leak before your next ad.
Get your free CRO audit at: https://www.tiereleven.com/cro/service

Are you optimizing your site based on what looks good or what actually converts? Most brands are bleeding revenue because their CRO strategy starts with design opinions instead of hard data. If you're copying competitor layouts or A/B testing button colors without first identifying your true 'metric on fire,' you're solving the wrong problem.

In this episode, Tier 11's CRO lead, Ned MacPherson, is back for part two of our three-part series. Ned walks through a live data presentation covering engagement rates, funnel drop-off analysis, mobile vs. desktop conversion gaps, AOV benchmarks, and demographic distribution modeling.

We also review a real-world case where a brand's mobile add-to-cart rate was nearly half that of desktop, despite a good landing page design. If your CRO audit isn't moving the needle, this episode will show you what you're missing and how to find the one metric that, if fixed, creates a disproportionate impact on your entire funnel.

What you’ll learn:
- Why copying competitor designs is a dangerous CRO mistake
- How to identify the single 'metric on fire' that's killing your conversion rate
- Key engagement rate benchmarks e-commerce brands should measure against
- Why a low mobile add-to-cart rate is often a content problem, not a design problem
- How to use mobile vs. desktop funnel data to uncover hidden conversion gaps
- The cart-to-checkout friction fix that boosts conversion rates on all devices
- The urgency engineering tactic that converts abandoned checkout carts
- Why AOV should always be equal on mobile and desktop
- How demographic distribution modeling helps in audience segmentation
- The step-by-step CRO loop and growth model

Mentioned in the Episode:
Previous Episode with Ned MacPherson: https://perpetualtraffic.com/podcast/episode-796-stop-redesigning-start-diagnosing-the-cro-method-that-actually-works/

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

Subscribe and watch on YouTube:
https://www.youtube.com/@perpetual_traffic?sub_confirmation=1

We Appreciate Your Support!
Visit our website: https://perpetualtraffic.com/

Connect with Ned MacPherson:
Instagram: https://www.instagram.com/nedmacpherson/

Connect with Ralph Burns:
LinkedIn - https://www.linkedin.com/in/ralphburns
Instagram - https://www.instagram.com/ralphhburns/
Hire Tier11 - https://www.tiereleven.com/apply-now
Mentioned in this episode:
https://perpetualtraffic.com/advertise-with-us/
https://perpetualtraffic.com/advertise-with-us/
https://perpetualtraffic.com/advertise-with-us/

The conversion problem is not in your ad account. It's in the gaps between your ads, landing pages, data, and unit economics.
Sign up for our free CRO audit and close the gaps today: https://www.tiereleven.com/cro

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

Subscribe and watch on YouTube:
https://www.youtube.com/@perpetual_traffic?sub_confirmation=1

We Appreciate Your Support!
Visit our website: https://perpetualtraffic.com/
Follow us on X: https://x.com/perpetualtraf

Connect with Ned MacPherson:
Instagram: https://www.instagram.com/nedmacpherson/

Connect with Ralph Burns:
LinkedIn - https://www.linkedin.com/in/ralphburns
Instagram - https://www.instagram.com/ralphhburns/
Hire Tier11 - https://www.tiereleven.com/apply-now
Mentioned in this episode:
https://perpetualtraffic.com/advertise-with-us/
https://perpetualtraffic.com/advertise-with-us/
https://perpetualtraffic.com/advertise-with-us/
https://perpetualtraffic.com/advertise-with-us/

What makes a brand legendary? You might think it’s all about your product or service. The truth is, it’s not about how good you think your stuff is but what your customers say about you. Legendary brands are defined by their raving fans, and if you’re not creating "raving fan" relationships, you’re missing the mark.
Today, we revisit a conversation with Scott Wozniak, who breaks down the behaviors of raving fans. These behaviors aren’t opinions. They are measurable actions that show whether your customers are coming back more often, paying full price, and telling others about you.

Scott also shares the key lesson that can help you move from a “good” brand to a legendary one. He explains how to foster loyalty, avoid the race to the bottom with discounts, and celebrate your customers in a way that will have them singing your praises.

In This Episode You’ll learn:
- How to create a legendary brand that customers love
- Why trust is the first step to turning customers into raving fans
- How to measure customer loyalty and track repeat business
- Why discounts won't create true brand loyalty
- How to make your customers feel valued
- Why operational excellence is the foundation of a successful brand
- How Chick-fil-A uses customer experience to drive 15% annual growth
- The role of CRM tools in scaling personalized customer interactions

Mentioned in the Episode:
Scott Wozniak’s Book, Make Your Brand Legendary: https://a.co/d/01DXQuSU
Customer Experience Engine Overview: https://www.youtube.com/watch?v=-AnXNPon8nk

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

Subscribe and watch on YouTube:
https://www.youtube.com/@perpetual_traffic?sub_confirmation=1

We Appreciate Your Support!
Visit our website: https://perpetualtraffic.com/
Follow us on X: https://x.com/perpetualtraf

Connect with Scott Wozniak
Website: https://scottwozniak.com/
LinkedIn: https://www.linkedin.com/in/scottwozniak

Connect with Ralph Burns:
LinkedIn - https://www.linkedin.com/in/ralphburns
Instagram - https://www.instagram.com/ralphhburns/
Hire Tier11 - https://www.tiereleven.com/apply-now
Mentioned in this episode:
https://perpetualtraffic.com/advertise-with-us/
https://perpetualtraffic.com/advertise-with-us/
https://perpetualtraffic.com/advertise-with-us/
https://perpetualtraffic.com/advertise-with-us/

Do you often feel like your conversations aren't going anywhere? Or that you’re not connecting as deeply as you'd like? It turns out, most of us are missing a key ingredient in our communication. We're not asking the right questions.
In today’s episode, we share part of the conversation we had with Charles Duhigg on becoming a supercommunicator. Charles reveals why traditional conversations fail and what you can do differently to spark real engagement. He explains how asking the right questions can shift a conversation from shallow small talk to deep, emotionally resonant discussions.

Want to know how to break through the surface level and start having real conversations? Tune in for practical examples of how to ask deep questions that invite others to open up and share their honest thoughts and feelings.

You’ll learn:
- How to ask deep questions that drive real connection
- The psychology of persuasion and trust-building
- Why most “practical” conversations fail to persuade people
- How emotional conversations impact decision-making
- How to use empathy to lead tough conversations
- The role of vulnerability in creating strong relationships
- Tips for switching from a practical to an emotional conversation
- The secret to making your customers feel heard and understood

Mentioned in the Episode:
Charles’ Book, Supercommunicators: How to Unlock the Secret Language of Connection: https://amzn.to/3Xj0ioW
Charles’ Book, The Power of Habit: Why We Do What We Do in Life and Business: https://amzn.to/4adpO6o
Listen to the Full Episode: https://www.youtube.com/watch?v=S7yot6sWy34

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

Subscribe and watch on YouTube:
https://www.youtube.com/@perpetual_traffic?sub_confirmation=1

We Appreciate Your Support!
Visit our website: https://perpetualtraffic.com/
Follow us on X: https://x.com/perpetualtraf

Connect with Charles Duhigg:
Website: https://charlesduhigg.com/
LinkedIn: https://www.linkedin.com/in/charlesduhigg/

Connect with Ralph Burns:
LinkedIn - https://www.linkedin.com/in/ralphburns
Instagram - https://www.instagram.com/ralphhburns/
Hire Tier11 - https://www.tiereleven.com/apply-now
Mentioned in this episode:
https://perpetualtraffic.com/advertise-with-us/
https://perpetualtraffic.com/advertise-with-us/
https://perpetualtraffic.com/advertise-with-us/
https://perpetualtraffic.com/advertise-with-us/