Ross Hudgens welcomes Jason Cohen, founder of WP Engine and Smart Bear, to unpack the "multipliers" behind outsized marketing results.  They get into how WP Engine grew affiliates into a channel competitors couldn't touch, why most A/B testing quietly produces nothing, and Jason's core argument that the quality of traffic at the top of your funnel matters more than everything below it combined.  Along the way: exclusivity deals, multi-brand strategy, defining a truly actionable ideal customer, and why showing your product's bad reviews can actually lift sales. 

 

Show Notes 

00:00 Intro 
00:57 The affiliate power curve 
03:00 The "magic wand" test  
10:19 Affiliates, brand value & AI search 
15:12 Defining your ideal customer 
22:42 Why your A/B test wins disappear (false positives) 
28:27 Why A/B testing fails for SEO 
33:49 Traffic quality beats everything else in the funnel 
39:04 How to actually get higher-quality traffic 
52:22 Why showing bad reviews boosts sales 

Show Links 

  • Jason on LinkedIn: https://www.linkedin.com/in/jasoncohen/ WP Engine: https://wpengine.com/ 
  • Jason's Book "Hidden Multipliers: Jumpstart Growth With Your Existing Budget and Team"
  • A Smart Bear: https://longform.asmartbear.com/jason-cohen/ 
  • Preorder "Generative Engine Optimization: The Definitive Guide to AI SEO" by Ross Hudgens: https://a.co/d/0e5jdspP 
  • Subscribe for weekly episodes: https://bit.ly/3dBM61f 
  • Listen on Apple: https://podcasts.apple.com/us/podcast... 
  • Listen on Spotify: https://open.spotify.com/show/1kiaFGX... 
  • Follow Ross on X: https://x.com/rosshudgens 
  • Follow Siege Media on X: https://x.com/siegemedia 

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