Why You Should STOP Obsessing Over Conversion Rates (Do This Instead!) [Video]

In this video, I’ll explain why focusing too much on the site-wide conversion rate in your Shopify dashboard or Google Analytics could be harming your e-commerce brand.

Drawing from over a decade of experience helping 8- and 9-figure brands generate $100M+ in additional annual revenue, I’ll reveal why the most successful brands don’t rely on this metric—and why you shouldn’t either.

Here’s what you’ll learn in this video:

1️⃣ Why Site-Wide Conversion Rates Are Misleading:

Conversion rate is an average—an aggregate of all traffic sources, devices, campaigns, landing pages, and user behavior. Averages don’t tell the full story and aren’t actionable.

2️⃣ External Factors That Skew Conversion Rates:

Ad platform algorithms, seasonal trends, and changes in ad spend can cause fluctuations in your conversion rate—without reflecting actual website performance.

3️⃣ Why Conversion Rate Isn’t the Best Metric to Optimize:

True conversion optimization focuses on increasing profit, not just conversion rates. Metrics like lifetime value (LTV), average order value (AOV), and add-to-cart actions often provide more actionable insights.

You’ll also discover actionable strategies for shifting your focus to the metrics that truly matter, like customer behavior and profitability, so you can grow your brand sustainably.

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About Raphael & SplitBase
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Raphael Paulin-Daigle is the founder and CEO of SplitBase, and landing page and optimization agency for DTC e-commerce brands. SplitBase helps brands such as Dr Squatch, Wine Library, Hyperice, L’Oréal, ButcherBox – and many more – add millions to their bottom line through their optimization methodology.

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Stay Connected
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Conversion Optimization & Landing Pages for $10M+ DTC brands: http://splitbase.com

Find Raphael on Twitter: https://twitter.com/rpaulindaigle/