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

On this episode

About this episode

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…