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 growth
If you care about profitable growth, this one’s for you.
Timestamps:
00:00 Introduction: Why Global Conversion Rate is Misleading
03:00 Full Funnel CRO: Beyond Just Website Testing
07:00 Breaking Down Traffic Source Impact on Conversion
13:00 Time to Purchase and Retargeting Strategies
21:00 Optimizing AOV with Rebuy and Klaviyo
28:00 Aligning CRO and Retention for Maximum Profit
33:00 Why Optimizing Bottom-of-Funnel Impacts Your Entire Business
Hashtags:
#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&rPodcast
Subscribe on YouTube: https://www.youtube.com/@DTCPodcast
Subscribe to DTC: https://www.directtoconsumer.co/
Listen to DTC Podcast: https://podcasters.spotify.com/pod/show/dtcpodcast
