Why Conversion Rate Is a Vanity Metric (And the 4 Numbers That Actually Matter)

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/

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