The 3 Big CRO Myths DEBUNKED with Raphael Paulin-Daigle

Ralph Burns and Lauren Petrullo tackle some of the biggest misconceptions about Conversion Rate Optimization (CRO) with industry expert Raphael Paulin-Daigle. They dig into why obsessing over conversion rates alone can backfire and why metrics like lifetime value (LTV) and average order value (AOV) matter more in the long run. The discussion also hits on how platforms like TikTok are shaking up the CRO space and what that means for modern businesses. Raphael shares his story of turning a passion for marketing as a teenager into a thriving career working with top DTC brands. Packed with examples and no-nonsense advice, this conversation pushes back on outdated thinking and offers actionable strategies for improving website performance and driving real business growth.Chapters00:00:00 – Meet Raphael: The Myth-Buster of CRO00:00:21 – CRO Myths: Why Doubling Your Conversion Rate Isn’t That Simple00:01:43 – From Fictional Marketing Plans to Real DTC Success00:02:26 – Raphael’s Origin Story: Creativity Meets Data00:08:01 – No Portfolio? No Problem: Landing Clients the Hard Way00:13:53 – From Metrics to Mastery: The Real Evolution of CRO00:20:57 – Wants vs. Needs: When Clients Get It Wrong00:22:45 – The Conversion Rate Illusion: Why Numbers Lie00:26:00 – Case Study: Turning Subscriptions Into Gold00:29:33 – Breaking It Down: How to Communicate Results Without Confusion00:35:35 – CRO in the TikTok Era: Quick Wins vs. Real Strategies00:44:59 – Stay Connected: Raphael’s Tips for Long-Term GrowthLINKS AND RESOURCES:Raphael Paulin-Daigle on LinkedInRaphael Paulin-Daigle on XSplitBaseLanding Page Optimization: The Definitive Guide to Testing and Tuning for ConversionsTier 11 JobsPerpetual Traffic on YouTubeTiereleven.comMongoose MediaPerpetual Traffic SurveyPerpetual Traffic WebsiteFollow Perpetual Traffic on TwitterConnect with Lauren on Instagram and Connect with Ralph on LinkedInThanks so much for joining us this week. Want to subscribe to Perpetual Traffic? Have some feedback you’d like to share? Connect with us on iTunes and leave us a review!Mentioned in this episode:Tier 11 Data Suite