Today we’re joined by Dylan Ander, founder of heatmap.com, to talk attribution, LTV, CAC, creative testing, and what actually moves the needle in media buying performance.
We unpack why conversion rate alone isn’t the best indicator of success and what to look at instead, from holdout testing and CAC payback windows to 60-day LTV. Dylan shares his approach to attribution when platform data (especially from Meta) falls short, and how to build creative testing frameworks that truly help scale spend.
We also dive into the nuances of media buying across channels, how to interpret noisy performance data, and the signals that actually matter. Dylan breaks down how to use on-site surveys to gather clearer attribution insights - what to ask, how to ask it, and how to use the data. Plus, we get into pricing strategy: why many brands hesitate to raise prices, and how pricing impacts both conversion and LTV.
Finally, Dylan walks through an audit of Cody’s website using heatmap and revenue data, offering tactical, high-leverage feedback on what’s working, what’s not, and what to test next.
00:00 Meta Summit Takeaways
02:47 AI in Marketing Strategies
06:08 Introduction to Dylan Ender
09:04 Core Web Analytics Insights
11:55 Customer Feedback and CRO
15:13 The Importance of AOV and Conversion Rate
17:58 Revenue Per Session vs. Conversion Rate
20:50 Price Testing Strategies
39:41 Revenue Testing and Feedback
42:08 The Importance of Price Testing
43:36 Challenges in SaaS Pricing
44:57 Understanding Heat Maps and Analytics
52:58 Live Testing vs. Split Testing
56:20 The Role of Customer Feedback in Marketing
01:01:12 Understanding Funnel Metrics
01:08:53 Optimizing Navigation for Better User Experience
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E064: Does Conversion Rate Matter? Dylan Ander on CRO Best Practices & Smarter Web Analytics
