Sports Marketing Machine Podcast 132 - The 35,000 Visitor Problem: Why More Traffic Can Tank Your Profits
More traffic doesn’t always mean more profit. In this episode, Jeremy Neisser unpacks a real case study from a minor league baseball team that saw website visitors surge from 27,000 to 35,000—but lost $15,000 in profit along the way. He explains why chasing vanity metrics like clicks, impressions, and raw attendance can mask deeper problems in profitability. From understanding diminishing returns to prioritizing average order value (AOV) and smarter budget allocation, Jeremy gives sports teams a playbook for turning data into dollars.
Key Topics Covered
- Why more traffic can actually hurt your bottom line
- Case study: 35,000 visitors that led to declining ROAS
- The difference between quality vs. quantity traffic
- Diminishing returns: when extra spend stops paying off
- The role of average order value (AOV) in real growth
- How to use the 60-40 rule for smarter budget allocation
- Avoiding the vanity metric trap (traffic, impressions, and “sellouts”)
- Why profitability > popularity in sports marketing
Chapters
- 00:00 – Understanding Marketing Data for Minor League Baseball
- 01:29 – The Impact of Traffic on Profitability
- 04:43 – Quality vs. Quantity in Traffic
- 09:26 – Diminishing Returns and the 60-40 Rule
- 12:21 – The Importance of Average Order Value
- 16:37 – Key Takeaways and Action Plan
Call to Action
Before you chase big traffic numbers, dig into your AOV and ROAS data. If you need help unpacking what actually happened with your team’s marketing this season, reach out to Jeremy for a free 30-minute breakdown.
Episode Page: Episode 132
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