This document discusses how conversion rate and click-through rate can mislead small business owners. While these metrics may seem attractive, they do not necessarily translate to revenue. The document recommends that the 5% of small business owners who are successful focus on cost per action and average order value instead, in order to increase ROI. Reducing costs and increasing earnings per customer is emphasized as the path to winning in business over the long run.

1. Why Your Conversion Rate Is a Liar
and a Thief

2. 
There is a 95% failure rate for small businesses
owners

5% of the people you talk to actually know what
they are doing.

The most valuable lesson you can learn from
the 5% is this...

3. Conversion rate fattens your ego, but
average order value fattens your bank
account.
In your early days as you grasp for any amount of
success or revenue you can touch, you’ll be lured into a
high conversion rate or high click through rate on your
ads.

4. IT’S A TRAP!!

Click through rate and conversion rate are
thieves that prey on human greed

A higher conversion rate does not guarantee
revenue

A page that creates curiosity with a high
conversion rate will not generate as much
revenue as a page with a lower conversion rate
and qualifying leads

5. What The 5% Focus On That The
95% Don’t

Cost per action and average order value
− The way you win is by reducing your cost per action
and increasing your average order value.
− The gap between them is your ROI. As costs go down
and earnings go up your ROI grows.

You don’t win at business by having the lowest costs. You
win by having the highest earnings
− Focus on increasing how much each customer spends
with you and the costs will take care of itself.

When you can afford to spend more money on marketing
than any of your competitors you will crush them all.

6. Welcome to the 5%!

7. Welcome to the 5%!