What a Live CRO Audit Reveals That Your Design Agency Never Shows You
Perpetual Traffic
Tier 11
4.7 • 867 Ratings
🗓️ 26 May 2026
⏱️ 44 minutes
🧾️ Download transcript
Summary
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/
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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/
Transcript
Click on a timestamp to play from that location
| 0:00.0 | This is the kind of thing that most businesses have never really looked at. |
| 0:05.1 | A site like Amazon. |
| 0:06.1 | They're doing it. |
| 0:06.8 | Shouldn't you be doing it as a business? |
| 0:08.8 | The next presentation will be going through all sorts of different visual ideas based on data that is going to translate into better conversion rates. |
| 0:15.4 | Now, getting into more of the meat of it, these are some of the most important metrics that you're ever going to want to look at. |
| 0:21.3 | You're listening to Perpetual Traffic. |
| 0:25.6 | Hey, real quick, if you're looking to get your brand in front of gross-minded marketers, |
| 0:29.4 | CMOs, directors of marketing and agency owners, get in front of a quarter of a million marketers |
| 0:34.6 | every single month at Perpetual Traffic. All you have to do is head |
| 0:38.1 | on over to perpetual traffic.com for the details or check out the link in the show notes to apply. |
| 0:43.4 | Hello and welcome to the perpetual traffic podcast. This is your host, Ralph Burns, |
| 0:47.2 | founder and CEO of Tier 11. Very excited to have back for episode number two. I don't know why we |
| 0:53.6 | waited so damn long to have them on, |
| 0:55.9 | but Ned McPherson, who runs all the CRO here at Tier 11, |
| 1:00.5 | and if you haven't listened to or watched the first episode, |
| 1:05.4 | we will leave that link in the show notes here. |
| 1:07.7 | You definitely check that out where we talk about the philosophy of CRO in 2026. |
| 1:12.1 | And what makes what we do together really, really different. |
| 1:16.6 | And just as a quick recap, a lot of people think CRO is sort of this designed-based methodology |
| 1:22.4 | of changing the color of the button and all of that. |
| 1:25.4 | Yes, that has something to do with it. |
... |
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