The Metric That's Lying To Your Board

Your pipeline just dropped 18%, ad spend hasn't moved, and nobody in the room can tell the board why. Sound familiar?

Tas Bober, founder of The Scroll Lab, joins Adam and Dale to make the case that conversion rate might be the most overrated number in B2B marketing. They get into why she questions the board before she questions the page, the three buckets she uses to measure what's actually happening before a form ever gets filled out, and the real client numbers behind it, including a buried FAQ that lifted purchases 265% and a landing page rebuild that took meetings booked from 0.13% to 3.16%.

They discuss:

Why questioning the board's assumptions comes before touching the pageThe three buckets of measurement: pre-conversion, conversion, post-conversionHow a buried FAQ lifted one client's purchases by 265%Why 76 touchpoints, not one landing page, decide most B2B dealsHow to test attribution without cutting your whole budget blind

Chapters:

(00:00) Why tabbed blocks are killing your conversions

(00:41) The Blissful Sugar Metrics scenario: pipeline down 18%

(01:45) Question the board before you question the page

(04:04) Why buyers need 76 touchpoints before they'll convert

(05:01) The three buckets: pre-conversion, conversion, post-conversion

(06:59) The Snagit FAQ that lifted purchases 265%

(09:31) Why 85% of B2B buyers decide before your website matters