Most brands look at their global conversion rate and panic—but what if that number doesn’t actually mean what you think it does?In this episode, Jordan sits down with Evan O’Gorman, former head of CRO at Pilothouse, to talk about why conversion rate alone is a misleading success metric—and what to focus on instead if you want to drive real profit.They cover: ✅ How traffic source and intent shape your funnel ✅ Why retention plays a bigger role in CRO than you think ✅ Common mistakes brands make when optimizing their site ✅ The importance of buyer segmentation, bundling, and LTV ✅ How to align ad, email, and site strategy for long-term growthIf you care about profitable growth, this one’s for you.Timestamps:00:00 Introduction: Why Global Conversion Rate is Misleading03:00 Full Funnel CRO: Beyond Just Website Testing07:00 Breaking Down Traffic Source Impact on Conversion13:00 Time to Purchase and Retargeting Strategies21:00 Optimizing AOV with Rebuy and Klaviyo28:00 Aligning CRO and Retention for Maximum Profit33:00 Why Optimizing Bottom-of-Funnel Impacts Your Entire BusinessHashtags:#CRO #RetentionMarketing #EcommerceStrategy #DTCGrowth #ConversionRateOptimization #FullFunnelMarketing #CustomerRetention #ShopifyOptimization #EmailMarketing #PerformanceMarketing #EcomTips #DTCBrand #MarketingPodcast #GrowthMarketing #EcommercePodcast #AOV #LTV #MarketingStrategy #Pilothouse Work with Pilothouse: ⁠https://www.pilothouse.co/get-in-touch?utm_source=dtc&utm_medium=podcast&utm_content=e&rPodcast⁠Subscribe on YouTube: ⁠https://www.youtube.com/@DTCPodcastSubscribe to DTC: ⁠https://www.directtoconsumer.co/⁠Listen to DTC Podcast: ⁠https://podcasters.spotify.com/pod/show/dtcpodcast

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“What did the council decide on item 42?” — answered with the speaker and the moment.

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