Shows
Drive and ConvertEpisode 125: Larger the Brand, More Complicated the TrafficNot all online businesses need the same amount of traffic. In this episode, Jon and Ryan discuss how consideration, target market, and budget impact traffic for both startups and industry leaders.Check out the full episode to learn:What a traffic moat is, and why established brands want to create them.What startups should focus on when it comes to generating traffic.If you have questions, ideas, or feedback to share, connect with us on LinkedIn. We’re Jon MacDonald and Ryan Garrow.2025-01-2830 min
Drive and ConvertEpisode 124: The Fundamentals of SaaS Marketing Website DesignCreating a well-designed SaaS website requires a strategic approach. In this episode, Jon and Ryan discuss the key fundamentals of creating a SaaS marketing website that not only attracts and engages users but also converts them into customers.Check out the full episode to learn:Why identifying your target audience’s needs, behaviors, and pain points comes first.How to deliver a seamless experience that connects with your customers, answers their questions, and shows them how to take the next step.The importance of regularly testing and validating your website with your audience.If you ha...2025-01-1427 min
Drive and ConvertEpisode 123: New Year, New Marketing2024 was the year social ads made a serious comeback, and the focus on social selling will continue into 2025. In this episode, Jon and Ryan discuss how YouTube is poised to impact the marketing stack in 2025.Check out the full episode to learn:Why YouTube's roster of influencers and the YouTube Shopping program are attracting media spend.The four unique ways YouTube can track attribution.How brands should get started with YouTube in 2025.If you have questions, ideas, or feedback to share, connect with us on LinkedIn. We’re Jon MacDonald and Ryan Ga...2024-12-3127 min
Drive and ConvertEpisode 122: How To Leverage Priming & Expectation SettingAligning your online experience with user expectations is crucial. In this episode, Jon and Ryan discuss how to leverage the priming & expectation setting heuristic to increase conversions.Check out the full episode to learn:what the priming & expectation setting heuristic is, and how it works.how to determine if you are violating this heuristic.examples of tactics that leverage this heuristic.If you have questions, ideas, or feedback to share, connect with us on LinkedIn. We’re Jon MacDonald and Ryan Garrow.2024-12-1718 min
Drive and ConvertEpisode 121: Don't Forget to Take a Break Post-BFCMWe've made it through Black Friday and Cyber Monday. In this episode, Jon and Ryan discuss the benefits of taking a break post-BFCM.Check out the full episode to learn:Why prioritizing time away from the business is important.When during the business cycle it's most valuable to step back and think. Tips for making the most of your time away.If you have questions, ideas, or feedback to share, connect with us on LinkedIn. We’re Jon MacDonald and Ryan Garrow.2024-12-0326 min
Drive and ConvertEpisode 120: I’m Running Experiments. Why Hasn’t My Conversion Rate Gone Up?The benefits of experimentation are well-researched and documented. But that doesn’t always equate to an increasing conversion rate.In this episode, Jon and Ryan explore why experimentation results don’t always map one-to-one with the real-world outcomes you expect.Check out the full episode to learn:How post-launch variables make attribution less than clear.Why experiment segmentation means test results aren’t summative.The effect of false positives.If you have questions, ideas, or feedback to share, connect with us on LinkedIn. We’re Jon MacDonald and Ryan Garrow.2024-11-1926 min
Drive and ConvertEpisode 119: Amazon Growth – What Brands Need To Do To SucceedDuring Q4, new channels seem to become more attractive to brands, especially if they are missing growth targets. Amazon is the largest ecommerce channel out there, but simply having your products on Amazon doesn’t mean you’re going to boost sales or profitability. In this episode, Jon and Ryan discuss what brands need to do in order to have success on Amazon.Check out the full episode to learn:How to determine if Amazon is right for your brand.How to get started on the platform. Tips for se...2024-11-0530 min
Drive and ConvertEpisode 118: Launching Site Updates With ConfidenceThis week on Drive & Convert, Jon and Ryan discuss how to quickly validate ideas so you can launch site updates with confidence.Check out the full episode to learn:The process of smoke testing (and where the name comes from).The benefits of using smoke testing for quick validation. The 5 steps of the smoke testing process.If you have questions, ideas, or feedback to share, connect with us on LinkedIn. We’re Jon MacDonald and Ryan Garrow.2024-10-2220 min
Drive and ConvertEpisode 117: Holiday Prep & the Tech Stack for SuccessThis week on Drive & Convert, Jon and Ryan discuss preparing for holiday 2024 and the recommended tech stack for success. Check out the full episode to learn:What companies like Google and other industry leaders are predicting for the 2024 holiday season.Why it's critical to start planning earlier than ever.Ryan's recommendations for building a holiday tech stack.If you have questions, ideas, or feedback to share, connect with us on LinkedIn. We’re Jon MacDonald and Ryan Garrow.2024-10-0823 min
Drive and ConvertEpisode 116: How to Convert Free Trial Users to Paying CustomersThis week on Drive & Convert, Jon and Ryan discuss how to convert free trial users to paying customers. Check out the full episode to learn:The importance of optimizing the free trial experience for SaaS brands.How to gain an understanding of the factors that motivate your users to buy.Proven strategies to encourage your users to convert from free to paid.The resource Jon mentions in the episode can be found on thegood.com here.If you have questions, ideas, or feedback to share, connect with us on LinkedIn. W...2024-09-2429 min
Drive and ConvertEpisode 115: Amazon Prime Day 2024 InsightsThis week on Drive & Convert, Jon and Ryan discuss the July 2024 Amazon Prime Day event and its effect on the ecommerce landscape. Check out the full episode to learn:Pricing tactics used by brands leading up to, during, and after the event.Consumers' perceptions of deals and discounts.How the event may impact the upcoming holiday shopping season.If you have questions, ideas, or feedback to share, connect with us on LinkedIn. We’re Jon Macdonald and Ryan Garrow.2024-09-1017 min
Drive and ConvertEpisode 114: What is the Best Heatmap Software for Researchers?While analytics, interviews, and surveys offer valuable insights, nothing compares to watching how users actually engage with your site. That is where heatmaps come in. However, not every heatmap software is created equally.This week on Drive & Convert, Jon talks all things heat maps! From their various uses to which heatmap tool is truly the best, join us for an episode that is a researcher's dream. Check out the full episode to learn:The value of using heat mapping toolsHow Hotjar stands out from its competitorsOther tools you c...2024-08-2726 min
Drive and ConvertEpisode 113 : Where Did Organic Click Share Go?After walking 100 miles across a wall in Europe (for vacation!?), Ryan is back and wondering what walls brands can build that will net them better traffic.In this week’s episode, Ryan tells Jon all about what he learned from reading a recent study on zero-click searches. They discuss the amount of clicks that go to organic listings vs. Google-owned properties and ways to pivot focus to optimize your marketing budget.Listen to the full episode to learn:How to find a middle ground between SEO and other ma...2024-08-1328 min
Drive and ConvertEpisode 110: What is Digital Experience Optimization?This might be surprising to hear from one of the pioneers of conversion rate optimization, but CRO is out and DXO is in. In this episode, CEO Jon MacDonald dives into what Digital Experience Optimization(DXO) is and why it’s the best way to produce results. DXO is an evolved approach that brings together a range of tactics needed to build a better digital journey. Digital Experience Optimization involves looking at the digital journey as a whole to see not just how customers engage with you but why they make certain decisions. Through the...2024-07-0224 min
Drive and ConvertEpisode 109: Google is Changing... AgainGoogle is constantly changing. In just the last year, digital leaders have seen the sunset of Google Optimize, a transition from Universal Analytics to GA4, and countless algorithm changes. Now, we’re bracing for Google’s latest wave of updates to payments and AI implementation.If you're involved in digital marketing, own a business, or interact with any Google product, this episode is a must-listen. Jon and Ryan, seasoned professionals in the field, delve into the implications of Google’s latest updates and how they directly affect you.Listen to the full episode if you...2024-06-1833 min
Drive and ConvertEpisode 108: The Five Factors of Digital SuccessAnyone who guarantees they can increase your conversion rates with just on-site optimization alone is either lucky or lying. Many factors influence conversion rates. In this episode, we discuss why benchmarking doesn’t work and introduce a better way to measure optimization efforts.After conducting a study of hundreds of optimization experts to uncover the key factors that influence the success of digital products, Jon and his team at The Good identified five competencies that set high-performance teams apart. In fact, teams that excel in these five Factors are 60% more lik...2024-06-0429 min
Drive and ConvertEpisode 107: Grow with Garrow is LIVE!Tired of navigating the ecommerce world alone?Well, we have some good news. Ryan is about to launch a community where like-minded business owners can connect, share insights, and troubleshoot challenges – without hidden agendas or sales pitches. Grow with Garrow is a Slack-based community for entrepreneurs seeking guidance and support. In this episode, Jon and Ryan dive into the purpose and power of Grow with Garrow, emphasizing the importance of community, hard work, and actionable advice.Listen to the full episode if you want to learn:Why there is a need for an...2024-05-2320 min
Drive and ConvertHow Psychology Influences Purchase DecisionsA seamless and compelling customer experience is crucial in today's competitive digital landscape.Many companies focus on tactical or superficial changes, but true optimization lies in understanding the why behind customer behavior. Jon’s new #1 bestselling book, Behind The Click, focuses on this exact topic. Jon and Ryan share some of the psychological principles found in the book and how brands can leverage these insights to create compelling digital experiences.Listen to the full episode if you want to learn:Why psychological principles are...2024-05-0724 min
Drive and ConvertEpisode 105: Social Traffic in 2024It’s no secret that the iOS update in 2021 hurt Meta. In this week’s episode, Jon and Ryan delve into the aftermath of the iOS update. They discuss the challenges of navigating changes in social ad strategies and the evolving role of influencers in social media marketing. Listen to the full episode if you want to learn:How strategies for running and optimizing social ads have changed Why influencers are still a big factor in social adsHow influencers can help smaller or newer brands How social shops are perf...2024-04-2327 min
Drive and ConvertEpisode 104: How to Optimize for Both DTC and WholesaleThere is nothing more frustrating to a business than losing out on a sale because their website was optimized for one audience and, in turn, alienated a whole second subset of shoppers. This can be seen in ecommerce brands that have a direct-to-consumer and wholesale operation. However, the two audiences are on completely different customer journeys, making it difficult to create a digital experience that delivers to both.Jon and Ryan delve into the strategic considerations and practical implementation of website elements to effectively cater to both B2B and B2C audiences. From prioritizing primary...2024-04-0929 min
Drive and ConvertEpisode 103: How to Find and Utilize the Right Marketing ExpertsJon and Ryan discuss the challenges and importance of wisely selecting and utilizing marketing experts. They cover the pitfalls of deceptive marketing claims and the importance of carefully selecting and evaluating external experts, agencies, or vendors.They also explore the ongoing debate surrounding hiring internal or external marketing experts and teams, providing examples and practical tips for making informed choices that align with your business's needs and resources.Listen to the full episode if you want to learn:How to meticulously select marketing expertsHow to approach the use...2024-03-2632 min
Drive and ConvertEpisode 102: Why You Shouldn’t Neglect the Post-Purchase Phase - Behind the Click Deep DiveThe digital journey doesn’t end at the checkout.Jon and Ryan discuss the importance of post-purchase optimization and the impact it has on growing an online brand. They share real-life examples and explain how to handle customer feedback, utilizing psychological principles and the significance of the post-purchase phase in driving future orders.Jon also offers a glimpse into his upcoming book, Behind The Click. GET FIRST CHAPTER FREE AT: thegood.com/BTCListen to the full episode if you want to learn:Why the post-purchase is...2024-03-1227 min
Drive and ConvertEpisode 101: Is Microsoft Ads Worth Your Time?Jon and Ryan provide valuable insights into the world of Microsoft Ads. The discussion kicks off with an exploration of recent developments at Microsoft, including the company's rebranding of Bing Ads as Microsoft Ads and its strategic investments in AI. They also delve into the potential and opportunities for advertising on Bing, shedding light on the unique advantages of the platform, such as lower competition and potential arbitrage opportunities.Listen to the full episode if you want to learn:Why companies should consider leveraging Microsoft AdsWhat are some key differences between M...2024-02-2723 min
Drive and ConvertEpisode 100: Our Biggest Lessons From 100 EpisodesDigital experiences are always changing and evolving. So it should come as no surprise that the evolution of AI, automations, and online tools has also shifted some perspectives and progressed certain ways of thinking.In this special episode of Drive and Convert, Jon and Ryan share what lessons they’ve learned in the past four years by revisiting some of the earliest episodes of the show and talking about a few recent ones. Here's a brief look at some of the topics they changed thei...2024-02-1347 min
Drive and ConvertEpisode 99: Announcing Behind the ClickHave you ever wondered what goes through your customer’s mind when they make a certain purchase decision? Well, you’re not alone.In this episode, Jon and Ryan discuss "Behind the Click", Jon’s upcoming book, which focuses on the psychological principles behind each purchase decision. Jon discusses the inspiration for the book, his approach to writing it, and the overview of the content. He also offers insights into how brands can utilize the information presented in the book to optimize their digital experiences.Liste...2024-01-3020 min
Drive and ConvertEpisode 98: How To Turn Your Google Ads AroundJon and Ryan explore the challenges brought about by the shift to GA4 and how it has impacted Google Ads. Thankfully, there are some steps that companies can take in order to turn things around. They explore the critical importance of feeding the right data into analytics and the impact of setting appropriate goals to stay ahead of the competition. Listen to the full episode if you want to learn:What challenges companies are experiencing with Google AdsHow to leverage Google Ads PixelWhy companies need to review and ad...2024-01-1620 min
Drive and ConvertEpisode 97: You've Got Data! Now What?Many companies conduct amazing research to understand their customers, but more often than not, this research gets lost and isn’t maximized to its full potential. Quantitative and qualitative data from customer survey results, user testing recordings, and interview transcripts can all lead to important learnings for your organization, so how can you make sure to leverage it? In this Drive and Convert episode, Jon and Ryan discuss actionable steps that you can take to help your future self and your team use the data you collect.Listen to the full episode if...2024-01-0219 min
Drive and ConvertEpisode 96: Going from WTF to YAY with GA4Ecommerce businesses are navigating the biggest transition of this year with Google Analytics 4 (GA4). In this D&C episode, Jon and Ryan acknowledge some initial challenges with the platform's interface and data comparisons, but they remain optimistic about its potential. They recommend exploring complementary tools and focusing on trend identification to unlock GA4's full potential. Ultimately, embracing GA4's learning curve and exploring alternatives can empower ecommerce businesses to thrive in the evolving data landscape.Listen to the full episode if you want to learn:The biggest r...2023-12-1929 min
Drive and ConvertEpisode 95: How to Leverage AI in UX OptimizationAI is a pretty buzzy term, and it can mean different things to different people. In this episode, Jon and Ryan engage in a lively discussion about the use of AI, with a specific focus on its application in UX and optimization. They start by differentiating actual AI tools from AI enabled applications. Then, they delve into the practical applications and potential benefits of ChatGPT, touching on its affordability, effectiveness in idea generation, and visual design capabilities. Listen to the full episode if you want to learn:What yo...2023-12-0532 min
Drive and ConvertEpisode 94: The Rise of Video in 2024In this episode of Drive & Convert, Jon and Ryan delve into the rise of video as a powerful tool for digital marketing. They discuss the impact of platforms like TikTok, the changing landscape of video monetization, Apple's influence on tracking and privacy, the growth of Connected TV, and the importance of creative content in video marketing.Sharing insights and experiences from their own journey in the ecommerce space, Jon and Ryan explore how brands can leverage video to drive conversions and growth.Listen to the full episode if you...2023-11-2132 min
Drive and ConvertEpisode 93: Why November is the Most Underrated Time for a Website AuditEcommerce managers are juggling a million things by the time Q4 rolls around. They’re busy preparing holiday campaigns and gearing up for the coming year. However, optimization should still be top of mind during Q4, and the perfect way to ensure this happens is through a website audit. This week, Jon and Ryan explore eight benefits that a November audit can provide your business. You can level up against the competition by continuing their optimization work through the end of the year – when other brands are at a standstill.Lis...2023-11-0729 min
Drive and ConvertEpisode 92: What You Need to Know About SEO Right NowSEO takes time, money, and energy. There is no shortcut to achieving increased rankings on a search results page over a short period of time. So, whether you’re just starting out or you’ve been in the business awhile, you need to have a strategy for SEO. In today’s episode, Jon and Ryan share that while there are no hacks, there are proven ways to build the right strategy that will get you in front of the right audience. Listen to the ful...2023-10-2431 min
Drive and ConvertEpisode 91: Turning One-Time Buyers into Loyal SubscribersPeople have a lot of options when it comes to subscriptions. And now more than ever, people are conscious of where and what they spend their money on. In this episode, Jon and Ryan discuss how to acquire and retain subscribers with proven strategies including personalization, various types of subscriptions, and tactics for increasing your number of subscribers. They also cover how to look at things from a consumer perspective in order to fully understand what needs companies can address with their subscription services. Listen to the full episode if...2023-10-1037 min
Drive and ConvertEpisode 90: What is a Good ROAS (Return on Ad Spend)?What is a good return on ad spend?Just like the question posed in our last episode, there is no simple answer to this. In this week’s episode, Jon and Ryan delve into the importance of tailoring your ROAS goals to your unique brand. They also touch on the aggressiveness of marketing strategy, customer lifetime value, and the benefits of aiming for a lower break-even ROAS. Listen to the full episode if you want to learn:How brands can optimize their ROAS goalsWhy brands should consider influencer marketing and dark postingWhy there is no...2023-09-2631 min
Drive and ConvertEpisode 89: What is a Good Conversion Rate?So, what is a good conversion rate? Is there a magic number you should be aiming for or a percentage that, when you reach it, means you’ve hit the big time and you can sit back and relax?In this week’s episode, Jon and Ryan discuss why there is no one-size-fits-all answer to this question. They delve into the definition of conversion rate and the countless variables that affect it. In the end, their advice is this: a good conversion rate is one that is constantly improving. Liste...2023-09-1227 min
Drive and ConvertEpisode 88: The Future of Attribution and AIWhat is the future of digital marketing and online experience?Jon and Ryan unpack the valuable insights gained from recent events with Google and Logical Position to try and answer this question. They discuss the challenges faced by smaller businesses in the ever-changing landscape of attribution models and the importance of thinking outside the box when it comes to driving brand growth. From exploring alternative methods of customer acquisition to diving into the world of AI and attribution, this is everything you missed at th...2023-08-2930 min
Drive and ConvertEpisode 87: Should I drive traffic to a landing page or PDP?Sending everyone to a Product Detail Page (PDP) without context or information about the brand can be counterproductive in building trust. Landing pages, however, allow for more curated information and more consistent and relevant messaging during the customer journey. This is exactly what Jon and Ryan explore in this week’s Drive and Convert episode. They also cover how the lack of educational information on a PDP could make it difficult to convince customers to make a purchase. Listen to the full episode if you want to learn:Why landi...2023-08-1623 min
Drive and ConvertEpisode 86: Where's the Traffic?From struggling marketplaces to recent stock turmoil, Jon and Ryan explore the factors impacting traffic and sales in the ecommerce industry. They take a deep dive into how competition, economic factors, and changing consumer behavior are reshaping the e-commerce landscape. In this week’s episode, they discuss powerful strategies for driving traffic and sales and how brands can leverage Google's algorithms to their advantage. Listen to the full episode if you want to learn:How the decrease in search volume on Google affect transaction and sales volumeWhat methods Amazon uses...2023-08-0226 min
Drive and ConvertEpisode 85: Nine Strategies to Increase Average Order ValueIt can be difficult to convince new customers to purchase from your site the first time they visit. Instead of driving traffic and new visitors to your site, why don’t you focus on the customers you already have?This week, Jon and Ryan share how you can leverage nine proven strategies to help you increase average order value. By improving the average order value of your website, you can grow your business without having to invest heavily in additional marketing and advertising. Listen to the full episode if you...2023-07-1835 min
Drive and ConvertEpisode 84: Holiday Analysis and AdjustmentsEach holiday season is different, so how do you prepare for one? As a business, it’s important to use data-driven strategies and think creatively when planning for your holiday campaign. In this week’s episode, Jon and Ryan share a few ideas on how to think about the holidays and what you need to do to stand out from the competition. Listen to the full episode if you want to learn:Why each holiday season is differentHow to define the holiday seasonHow to use data to determine holiday periodsHow to prepare for the holida...2023-07-1029 min
Drive and ConvertEpisode 83: Winning Tests and What the Learnings Can Teach YouSharing winning tests isn’t just a way to celebrate success with previous clients. The patterns and insights from winning tests can offer a lot of ideas for other brands looking to improve their conversion rates and boost sales. In particular, Jon and Ryan talk about three areas of a site that tests work really well in: category pages, social proof, and website copy. Listen to the full episode if you want to learn:How personalization can improve category pages Why you need clear and specific labels on your naviga...2023-06-2032 min
Drive and ConvertEpisode 82: 5 Points to Make Email Your Most Successful Marketing ChannelSo much energy is focused on driving traffic to a site via different platforms, but Jon and Ryan share why email should be the most profitable traffic acquisition channel. In this episode, they discuss how you can set up your account and create automatic email flows. Ryan puts emphasis on not buying your email list. They also dive into examples of automatic email flows, such as a welcome series or an abandoned cart email, before sharing 5 points to help you successfully scale your email marketing campaign. Listen to the full epi...2023-06-0623 min
Drive and ConvertEpisode 81: 9 Key Ecommerce Metrics You Should Be TrackingIn this episode of Drive & Convert, Jon and Ryan share important metrics for businesses to monitor including customer acquisition cost, customer lifetime value, and conversion rates. They stress the importance of understanding which metrics will impact the bottom line and align with the company's strategic goals.They also delve into the importance of tracking your raw data, channel mix metrics, and evaluating subscription and consumable products. Listen to the full episode if you want to learn:How to determine and evaluate significant ecommerce metricsWhy you should focus on long-lasting cu...2023-05-2432 min
Drive and ConvertEpisode 80: Managing Attribution Model ChangesIn this podcast episode, Jon and Ryan discuss Google's recent announcement about sunsetting certain attribution types in Analytics. They both emphasize the need for businesses to get creative and find new strategies to compete with larger brands. Jon suggests that small brands have an advantage in being more willing to take risks and test different approaches. For small brands, they suggest exploring social media, influencer marketing, affiliate partnerships, and top-of-funnel strategies to drive awareness and engagement. They conclude that the evolving digital landscape requires businesses to adapt and find new ways to stand out in the competitive e-commerce space.2023-05-0924 min
Drive and ConvertEpisode 79: Ensuring Your Website Navigation ConvertsWhat’s the best type of navigation to use for your website? Jon and Ryan reveal that there is no one-size fits all approach to this question. However, customer research and experimentation can help determine the most effective navigation style. Jon offers 10-pointers for website owners to test or steal, which are based on what has worked well for other brands. They stress the importance of designing navigation based on what customers want, not what the brand wants. Listen to the full episode if you want to learn:1. Why...2023-04-2526 min
Drive and ConvertEpisode 78: Exiting an Online BusinessA lot of emotions are involved in exiting a business, and Ryan emphasizes the importance of legal advice and research along the way. In this episode, Jon and Ryan also talk about failing and growing throughout the experience and seeing everything as a learning experience. Every business exit is a little different, so there is no defined timeline for going through the process. Ryan advises that you should do it when it feels right, and the numbers will work themselves out. Listen to the full episode if you want to...2023-04-1120 min
Drive and ConvertEpisode 77 : Optimizing Conversions with Low Traffic (Live)Conversion rate optimization is important for any ecommerce brand, but it’s markedly more difficult for brands with lower traffic. However, there are still ways how you can increase website conversions with low traffic.In this week’s episode, Jon and Ryan highlight the significance of leaning into rapid testing in the absence of data to validate statistical significance. They also discuss other validation tactics, such as surveys, user testing, heatmaps, and many more. Listen to the full episode if you want to learn:How to use the confidence/tolera...2023-03-2817 min
Drive and ConvertEpisode 76: Conversion Tracking in Performance MaxLast year, Google moved people over from Smart Shopping to Performance Max, and they said Performance Max would be the “one campaign to rule them all.” The struggle now, especially for smaller advertisers, is not having enough data points. And the more data you give an algorithm, generally, the better it’s going to be able to accomplish your goal.In this episode, Jon and Ryan discuss what conversion tracking looks like in this new world of Performance Max and how you could help your system and ads perform better once you get some of the...2023-03-1418 min
Drive and ConvertEpisode 75: Why Industry Benchmarks Are BullshitIndustry benchmarks are an obvious starting point for anyone looking to set goals. Unfortunately, comparing your conversion rate to the rates of other companies (or the industry as a whole) is meaningless.Unlike studying your competitors, studying your customers is directly applicable. The better you can serve their needs and create better shopping experiences, the higher your conversion rate will climb. In this episode, Jon and Ryan talk about alternatives such as goal-setting, iterative learning and experimentation.Listen to the full episode if you want to learn:Why...2023-02-2827 min
Drive and ConvertEpisode 74: Debunking Common SEO MythsSEO confuses a lot of people. In this week’s episode, Jon and Ryan tackle three big SEO myths that frequently come up when they’re talking to prospects and clients. They also discuss brand voice, compounding effects, domain authority, and site traffic. Listen to the full episode if you want to learn:Why small brands and startups should still invest in SEOWhy SEO is like growing your own apple treeHow SEO is different from paid searchWhat the minimum budget for SEO is Why you still need SEO even when you...2023-02-1426 min
Drive and ConvertEpisode 73: 5 Tests To Run On (Almost) Any Ecommerce SiteAfter more than a decade in the business, the CRO experts and UX strategists at The Good have identified patterns while working with clients. Through their experience, they discovered that when you optimize specific areas of a website, you consistently get an improved conversion rate and increased revenue. In this episode, Jon and Ryan explore the different tests that The Good team has had success with time and time again. Listen to the full episode if you want to learn:How annotating in Google Analytics can help you in the...2023-01-3142 min
Drive and ConvertEpisode 72: Where Should Startups Get Their Initial Traffic?How can new websites drive traffic and create demand for products? In this week’s episode, Jon and Ryan share that the first step for new business owners is to gauge the size of the existing demand and the competition. And in setting expectations, they remind startups that what works for bigger brands might not work for them. Listen to the full episode if you want to learn:Which traffic drivers are best for startupsWhy you need to think of traffic before CRO What are the...2023-01-1733 min
Drive and ConvertEpisode 71: Leverage Cross-Selling And Upselling For Increased AOVIf you haven’t already started testing cross-selling and upselling options in your store, you might be leaving money on the table. In this week’s episode, Jon and Ryan talk about what the tactics are, their benefits, and how exactly to implement them on your website. Listen to the full episode if you want to learn:How cross-selling and upselling are differentHow other brands are using them to their advantageWhat downselling is Where you can use these tactics on your website If you have questions, ideas, or feedback to share, connect with us on Li...2023-01-0331 min
Drive and ConvertEpisode 70: Budget Planning for Website Traffic in 2023The future is impossible to predict, but we can always prepare for it. As the year comes to a close, Jon and Ryan shift focus to 2023 and talk about one thing you do control: your budget planning. They give suggestions on what every ecommerce business should invest in and what they can do without in the coming year. Listen to the full episode if you want to learn:Why you need to invest in customer acquisitionWhat role affiliates and influencers can play in 2023Why social ads should not be a p...2022-12-2027 min
Drive and ConvertEpisode 69: Why Brand-First CRO Won’t Replace User-First CROWhat’s more important–delivering a seamless journey for users or sticking to the branding guidelines driving this unique approach? This is the question people hope to answer when trying to choose between brand-first and user-first CRO. This week, Jon and Ryan suggest a third option: the best outcomes come from aligning user goals AND brand goals. They discuss why there is an argument over brand-first and user-first CRO, finding a middle ground between the two and what CRO is ultimately about. Listen to the full episode if you want t...2022-12-0628 min
Drive and ConvertEpisode 68: Can Sharing Data Help You Win?Wouldn’t it be easier if you could talk with other business owners and find out what's working for them and what’s not? Ryan and Jon were wondering the same thing. In this episode, they discuss the advantage of sharing data, strategies, and test results with businesses that aren’t your competitors. They also discuss the value of rapid testing on ads to optimize your content, running tests with influencers, and testing on your own. Listen to the full episode if you want to learn:What data and resu...2022-11-0823 min
Drive and ConvertEpisode 67: Optimizing Your Website for Black Friday and Cyber MondayAccording to a research by Adobe, 2021 brought the first ever $200+ billion online holiday season in the US. Assuming this year follows similar trends, optimizing your website before Black Friday and Cyber Monday can help your ecommerce brand win big. In this episode, Ryan and Jon talk about how to optimize your website to drive more revenue for your brand this Black Friday and Cyber Monday. They cover the importance of website audits, how to improve user experience and why you should re-evaluate your sales strategy. Listen to the full episode if yo...2022-10-2536 min
Drive and ConvertEpisode 66: The Importance of FeedsFeeds are everywhere: Google, Bing, Walmart, Amazon, Facebook, Instagram. Anytime you see a product image and a price on some sort of app, it's probably coming from a feed. And even though they've been around for a while, it's more important than ever to understand how you can use them to your advantage.With so much automation in the marketing world, some campaign details are out of our control. But, you can still optimize the inputs to a feed and that can be the difference between a shopper clicking on your product over a competitors. 2022-10-1122 min
Drive and ConvertEpisode 65: Leveraging Social Proof To Improve Your Conversion RateGetting others to promote your brand is infinitely more effective than promoting yourself. Face it, the glowing recommendation from a friend might be the only thing to convince brand loyalists to try a new product. In this episode, Ryan and Jon talk about why social proof is one of the most powerful tools of persuasion sellers can employ and how to use it to improve your conversion rate.Listen to the full episode if you want to learn:Why social proof is so effectiveDifferent types of social proof that can i...2022-09-2735 min
Drive and ConvertEpisode 64: Everything You Need To Know About Google Performance Max CampaignsGoogle is always changing, so why is the news about Performance Max Campaigns any different? In this episode, Ryan and Jon talk about the massive changes in Google Ads that are coming over the next few weeks. They cover the importance and scale of this particular update and why it matters to you.Listen to the full episode if you want to learn:What advertisers should be thinking about as they switch to Performance MaxThe results brands can expect from the new campaign typeHow to prepare for the switchThe impact this has on b...2022-09-1328 min
Drive and ConvertEpisode 63: How Adopting A Culture Of Experimentation Can Drive ConversionsThere is one major driver of successful and innovative companies: experimentation culture. It begins with a willingness to ask the right questions and stay humble about the answers – data will drive your decision-making, not opinions. But, it's easier said than done. In this episode, Ryan and Jon cover the proven steps you can take to build a culture of experimentation in your own company and share examples of brands already putting the steps into action.Listen to the full episode if you want to learn:How to start developing a culture of experimentationMindset shi...2022-08-3029 min
Drive and ConvertEpisode 62: Amazon Prime Day And The Holiday Impact On EcommerceMost brands are already deep into their holiday planning, and there is some really fascinating data that Ryan is seeing from Logical Position clients that's driving Q4 strategies. But, there is still so much unknown. How will a second Amazon Prime Day impact the holiday season? What about all the ecommerce buzz around selling at Walmart? Are there still supply chain issues or do some brands actually have too much product? In this episode, Ryan and Jon talk about how Amazon's "most successful prime day ever," and their announcement of a second prime day in Q4, w...2022-08-1630 min
Drive and ConvertEpisode 61: How Active Agers Shop Online (And How To Connect With Them)One of the largest groups of online shoppers often surprises brands and marketers... adults over 55. While it's a mistake to ignore this key group of shoppers (and their disposable income), it's also tough to connect with them when there's a lack of understanding around their needs and habits. So, to fill that gap, the Good surveyed Active Agers on a large variety of ecommerce practices, attitudes, and their general outlook on digital commerce. In this episode, Ryan and Jon talk about the findings and insights from The Good's latest research report published in collaboration with Age o...2022-08-0227 min
Drive and ConvertEpisode 60: How To Win With AutomationSoon enough, Google will be launching its new Performance Max campaign option. The addition has received mixed reviews from agencies and in-house teams alike, but ad managers will need to find a way to adjust their strategies in this new environment.In this episode, Ryan and Jon provide a detailed overview of what Performance Max offers, how it fits into the existing set of tools and tech and what acquisition teams should be doing to prepare for the upcoming launch.Listen to the full episode if you want to learn:What is performance...2022-07-1921 min
Drive and ConvertEpisode 59: Why Not Test Everything?A lot of CRO firms try to close a deal with an ecommerce brand by promising them that they will run “hundreds of tests,” sometimes over the course of just a few weeks! While that sounds like a great bang for your buck on the front end, it's probably not the best option for your company long-term.In this episode, Ryan and Jon talk about the perils of high volume or high velocity testing programs. They also revisit the concept of "rapid testing," including why it's a different (and better) approach than programs built entirely on volu...2022-07-0522 min
Drive and ConvertEpisode 58: What Happened In Q1-2022?!There are a lot of companies right now that are seeing poor year-over-year performance in their traffic and sales data. On top of that, there is international conflict in Ukraine and signs of an impending economic downturn. Some industries are being hit harder than others, but there are plenty of brands that are feeling anxious – and rightfully so!In this episode, Ryan and Jon talk about the current macroeconomic trends and how they are influencing the behaviors of both consumers and brands alike. There is a lot of reason to be pessimistic, but Ryan sti...2022-06-2120 min
Drive and ConvertEpisode 57: Do You Need A Website Redesign Or CRO?Marketing leaders love to redesign websites. Putting a fresh coat of paint on your brand's online presence feels like a meaningful project to undertake. It certainly is a significant effort, but it isn't always the best decision if you're goal is to improve your sales performance.In this episode, Ryan and Jon talk about how to know if your brand should invest in a full-scale redesign or commit to an ongoing testing and optimization program. There are merits and flaws to each approach, so you'll want to listen in to figure out which option is right for...2022-06-0724 min
Drive and ConvertEpisode 55: Listener Q&A (Allocating paid spend, large product catalogs, and more)In this episode, Ryan and Jon continue experimenting with a "mailbag" format, where they answer questions that were submitted directly by Drive & Convert listeners. The conversation covers a wide range of topics, which makes it the perfect listen for a dog walk, office commute, or spin bike session.Listen to the full episode if you want to learn:How to allocated paid acquisition spending across channelsWhether to sell pre-selected bundles or allow customers to build their ownHow to improve discoverability with a large product catalogWhether you should race to take advantage of emerging ad channelsHow virtual...2022-05-1134 min
Drive and ConvertEpisode 54: Listener Q&A (Traffic Generation Post-iOS, Mobile vs. Desktop Optimization, and more)In this episode, Ryan and Jon experiment with a "mailbag" format, where they answer questions that were submitted directly by Drive & Convert listeners. The conversation covers a wide range of topics, which makes it the perfect listen for a dog walk, office commute, or spin bike session.Listen to the full episode if you want to learn:How to drive traffic in a world where privacy provisions are ever-increasingWhether you should focus your optimization on your desktop or mobile siteHow to reach that coveted "1,000 customers" milestone for a new brandHow to allocated your paid acquisition budget...2022-04-2630 min
Drive and ConvertEpisode 53: How Much Traffic Do You Need To Optimize Your Site?Most business leaders understand that you need a significant amount of traffic to run an optimization program that gets results. However, having 100,000+ sessions per month doesn't necessarily mean that your site is ready to optimize with 100% confidence. Not all traffic is created equal, and you have to attract the proper quality and mix of traffic to stand up an optimization program that gets results.In this episode, Ryan and Jon talk about how much traffic a brand needs to start taking optimization seriously. They also discuss the difference between traffic and qualified traffic, and what impact that...2022-04-1229 min
Drive and ConvertEpisode 52: The Role of Marketplaces In EcommerceMarketplaces like Amazon and Walmart can be a polarizing topic in the ecommerce space. Some folks swear by them as one of the most effective "growth levers" you can pull, while others contend that what you're required to give up in exchange for access to marketplace customers means that the "juice isn't worth the squeeze." In this episode, Ryan and Jon assess the current landscape around marketplaces and provide a balanced recommendation for ecommerce brands who are considering adding marketplaces to their growth strategy for 2022.Listen to the full episode if you want to learn:2022-03-0129 min
Drive and ConvertEpisode 51: Telling Your Brand Story Without Compromising ConversionsIn this episode, Ryan and Jon talk about how too many ecommerce brands lead by sharing information about their company, their team, or their mission before they tell a prospective customer how they can help solve their problems or address their needs.You don't need to sterilize your brand or devolve into some kind of faceless, robotic corporation, but there is a way to serve customer needs first while still sprinkling in some of your brand's distinct personality.Listen to the full episode if you want to learn:Why going "brand-first" is seldom the...2022-02-1527 min
Drive and ConvertEpisode 50: What will traffic look like in 2022?In this episode, Ryan and Jon talk about the patterns and trends they saw related to traffic generation in 2021. They also cover some of the expectations they have for traffic acquisition this year and how brands can put themselves in a position to take advantage of those market dynamics.Listen to the full episode if you want to learn:What traffic generation strategies did/did not work in 2021What emerging trends or technology will impact acquisition in 2022What channels look particularly attractive to brands right nowHow to set yourself up for success in 2022 and beyond...2022-02-0129 min
Drive and ConvertEpisode 49: How Do CRO And SEO Exist Together?The name of this show is Drive and Convert for a reason. At its core, online business is about driving traffic to your site and then converting that traffic into customers using an outstanding product, engaging copy, and intuitive design.In this episode, Ryan and Jon talk about the relationship between SEO and CRO, including how business owners should be thinking about balancing their efforts between attracting websites visitors and converting those visitors into buyers.Listen to the full episode if you want to learn:The "Chicken or The Egg" challenge for SEO and...2022-01-1819 min
Drive and ConvertEpisode 48: Referral Traffic: An untapped growth channel?Most marketers are used to digging around in Google Analytics to review their website traffic from organic search, social media, and email marketing, but far fewer dedicate time to analyze their referral traffic – often to their own detriment.In this episode, Ryan and Jon talk about referral traffic as one of the most commonly misunderstood traffic sources and highlight why failing to dig deeper into the quality and sources of your website referrals could mean leaving money on the table.Listen to the full episode if you want to learn:What referral traffic is an...2022-01-0422 min
Drive and ConvertEpisode 47: Rapid Testing – The Next Evolution of CRO?Traditional conversion rate optimization is built around achieving statistically significant results through a combination of research and testing. It can be expensive and time-consuming, but it also carries a >90% confidence level.In this episode, Ryan and Jon talk about the merits and challenges of another optimization approach known as Rapid Testing. It requires less time, traffic, and resources, but also provides less confidence in the efficacy of the results.Listen to the full episode if you want to learn:What separates Rapid Testing from traditional CRO methodsWhich businesses are a good fit for Rapid...2021-12-2125 min
Drive and ConvertEpisode 46: The Traffic Balancing ActIt's not uncommon to hear the phrase "work/life balance" thrown around in a business setting. It's usually brought up by well-meaning managers who want to make sure their team is protecting the time and the space to be successful outside of the office as well.In this episode, Ryan and Jon talk about how work/life balance doesn't always translate to a true 50/50 split. Instead, it usually requires investing heavily in one area of life (Ex: Career) for a period of time, and then slowing down to focus more time and energy elsewhere (Ex: Family) to...2021-12-0833 min
Drive and ConvertEpisode 45: Why Brands Don't Invest In CRO (And What It's Costing Them)Fill a room with 100 ecommerce managers and ask them where they are investing their time, energy, and resources to try and hit their growth goals. Chances are, most of them will check the box for Paid Ads, Influencer Marketing, or SEO...but far fewer will have a strategy for conversion rate optimization.In this episode, Ryan and Jon review the most common reasons why ecommerce brands don't invest in CRO, and why that might be holding them back from reaching their potential. If you're directing most of your spend toward acquisition and ignoring conversion or retention, you...2021-11-2332 min
Drive and ConvertEpisode 44: How To Attract Customers This Holiday Season (2021 Edition)The 2021 holiday season is here, but recent events have made it so that paid acquisition can no longer be considered the "easy button" when it comes to attracting potential buyers to your store. As a result, many brand owners are scrambling to figure out how to generate site traffic effectively and affordably.In this episode, Ryan and Jon talk about the macro trends that are going to influence consumer behavior and what savvy brand owners should do to make the most out of their holiday campaigns. If you're worried about supply chain issues, record-breaking ad prices, or...2021-11-0924 minDrive and ConvertEpisode 43: Opting In To Optimization (Jon's New Book)With the explosion of direct-to-consumer online retailers, things have been heating up in the ecommerce industry. The differentiators of yesterday have become table stakes for modern brands – those that want to defend their position or gain market share will need to level up from foundational practices to advanced tactics.In this episode, Ryan and Jon talk about Jon's second book, Opting In To Optimization and review some of the key concepts that are covered inside. The book condenses more than a decade of experience optimizing sites for some of the world's most recognizable brands into a tight, ac...2021-10-2626 minDrive and ConvertEpisode 42: How To Make The Most Of Your Holiday CampaignBelieve or not, the 2021 holiday season is right around the corner, and it's shaping up to be another big year for ecommerce brands. Hopefully your preparation is well underway, but there is still time to take steps that will help you make the most of the extra attention and higher purchase intent.In this episode, Ryan and Jon talk about what brands should be doing NOW to set themselves up for a successful holiday campaign. You'll have a playbook for locking down everything from traffic generation to conversion optimization and post-purchase support.Listen to the...2021-09-2829 minDrive and ConvertEpisode 41: When (And How) To Invest In Search Engine OptimizationFor many brands, Search Engine Optimization (SEO) is a lot like eating right and exercising regularly. You know that you SHOULD be doing it. You know that it has lots of benefits over the long term. But it's still difficult to find the time to make it happen on a regular basis.In this episode, Ryan and Jon talk about when brands should start taking SEO seriously, as well as what they should be doing to make the most out of their efforts and what they can expect to get as a return on their investment.2021-09-1424 minDrive and ConvertEpisode 40: The Downside of Discounting (& What To Do Instead)Many brands default to discounting as the "easy button" for juicing their online sales, but doing this too often can put you on a price-cutting hamster wheel that is increasingly difficult to get off of.In this episode, Ryan and Jon talk about the psychology behind discounts, why they are so attractive to consumers, and how you can achieve similar results with alternative strategies that don't undermine the value of your products or position you as a "bargain brand."Listen to the full episode if you want to learn:Why discounts are so compelling...2021-08-3126 minDrive and ConvertEpisode 39: Chasing Bad ForecastsThere's currently lots of frustrations in the E-commerce world around ad performance. What we all expected to happen in 2021 is not happening. Cost per click is up, sales have dipped, and the data is telling us that there is a lack of volume of sales –– but is this just poor advertising channel performance? Or is this pandemic hangover as more folks rush back to retail? Today, Ryan and Jon unpack these questions.2021-08-1825 minDrive and ConvertEpisode 38: iOS15 & Why CRO Is More Important Than EverClients at The Good are interested in how firms like Logical Position are still getting results for their clients –– and why optimization is more important than ever to make the most out of the traffic they’re already getting. The challenge I’ve seen, and I’d like to address today, is that I haven't seen anybody really talking about optimization when it comes to iOS15 updates. And that's what Jon and Ryan focus on today.2021-08-0320 minDrive and ConvertEpisode 34: Common Objections to CRODigital marketing can start the fire, but CRO adds fuel to the fire. Yet, it seems every business has this bank of excuses on why CRO can't happen now, or why it doesn't make sense. Today Jon overcomes these objections and explains why CRO can be of such a high value to your business.2021-06-0830 minDrive and ConvertEpisode 33: Shiny New Traffic SourcesThere's no end to new platforms popping up and claiming to be the next great source of traffic to your business. First there was Yahoo. Then Google. Then Facebook. Then Twitter. Then Instagram. Then TikTok. Then… well, the list goes on and it will forever be growing too.
So, how do you decide which one to test and how to gauge the success or failure of these new exciting ways to spend your marketing dollars to generate business? Luckily Ryan is here is to break it all down for us.
TRANSCRIPT:
Jon MacDonald :2021-05-2526 minDrive and ConvertEpisode 32: Writing Product Descriptions That ConvertProduct descriptions may seem straightforward, but if done right they can significantly improve conversion rates. Today Jon explains why product descriptions are one of the most effective changes you can change to your website and how to write great product descriptions that will convert.
The article Jon mentioned on how to write production descriptions that sell:
https://thegood.com/insights/product-descriptions/
TRANSCRIPT:
Announcer:
You're listening to Drive and Convert, a podcast about helping online brands to build a better eCommerce growth engine, with Jon MacDonald and Ryan Garrow.
Ryan:
...2021-05-1130 minDrive and ConvertEpisode 31: On-Site SEO & Its Value to SEMTraffic sources can come from a number of places, but for most companies the largest source is Google. And things can get confusing when it comes to organic traffic versus paid ads.There are a number of things that can affect organic traffic and paid traffic in Google, and it can get confusing quickly. Today Ryan clears things up and tells you what does and doesn't work in Google, and focuses on what you can do with on-site SEO to improve your organic rankings.
The site mentioned for checking your organic rankings:
www.semrush.com
2021-04-2720 minDrive and ConvertEpisode 29: How to Compete Online with a Small BudgetLarger companies get most of the press and excitement with their 6 and 7 figure marketing budgets, but the majority of clients we work with are smaller. And smaller companies have to do things a little differently than the big guys. What impact does a small budget have on driving traffic? How should small budget brands compete online?
https://www.logicalposition.com/
TRANSCRIPT:
Jon:
Hey Ryan. So we get companies contacting us all the time, that don't have large, six or seven figure marketing budgets, and many times, those large clients get most of...2021-03-3025 minDrive and ConvertEpisode 28: Traffic & CRO--A Match Made in HeavenToday, Jon & Ryan talk about how Digital Marketing and CRO work together to create a scenario where one plus one really equals three or four. When these combine it It becomes an explosion of revenue and profit. Today the guys why it is that these two things work so well together.2021-03-1630 minDrive and ConvertEpisode 22: 7 Types of Customers and How to Convert Each of ThemThere are seven different types of people that you're going to find coming to your site. And if you can understand who these people are in each one of their buckets, you're going to be able to help each one of them convert because they're all going to look at your site a little bit differently. So how do we understand who they are? And what do we need want to know how do we convert these people? Jon's got the answers!
TRANSCRIPT:
Announcer: You're listening to Drive and Convert, a podcast about helping online...2020-12-2234 minDrive and ConvertEpisode 19: Is All Traffic Good Traffic?Most online businesses are hooked on traffic. It's like a drug –– they think if they just get more traffic, all their problems go away. Because traffic equals sales, right? On the surface that seems right, but Ryan is here to dig deeper, and explain why that isn’t the whole story.
TRANSCRIPT
Jon Macdonald:
There's a common saying that there are only three ways to increase the revenue of an online business. You get more people to visit your site while keeping your conversion rate the same, or you can sell to more people who ar...2020-11-1024 minDrive and ConvertEpisode 16: Discounting for Conversion RatesSo many Ecommerce stores offer discounts. Should you? Today Jon breaks down why discounts are probably doing more harm than good for your brand, and offers some better alternatives.
The Essential Guide to Ecommerce Sales Promotions [78 Tactics] :
https://thegood.com/insights/essential-ecommerce-promotion-guide/
TRANSCRIPT:
Ryan Garrow:
Jon, I come across this all the time, and I found myself accidentally suggesting these things to maybe my wife's business or some friend's businesses. When it comes to conversion rates on websites, one of the easiest ways to increase an e-commerce site's sales rate...2020-09-2924 min
Awkward Silences#47 - Up and to the Right: How Research Improves Conversion Rates with Jon MacDonald of The Good 📈We've been more and more curious about how user research can be used by more than just researchers. This week, Erin and JH chatted with Jon MacDonald, founder of The Good, about how marketers can use research to improve conversion rates. He talked about what conversion rate optimization really is, how to get stakeholders to see the value of research work, and why the key to conversion success is really just giving users what they came to your site for in the first place. Highlights[1:43] Everyone expects Jon to have great stories about...2020-08-0440 min
Drive and ConvertEpisode 4: Remarketing and Re-engaging Your AudienceRyan is excited to dive into the often overlooked remarketing options for re-engaging those prospects who don't convert on their first visit to your commerce website.
Contact Logical Position for remarketing needs at https://www.logicalposition.com/contact.
Reach out to Ryan Garrow on LinkedIn: https://www.linkedin.com/in/ryangarrow/
Transcript
JON MACDONALD:
Ryan, good to talk to you again. Today we're going to talk about remarketing and re-engaging your audience, how does that sound?
RYAN GARROW:
Man, nothing gets me more excited, John.2020-04-1431 minDrive and ConvertEpisode 3: COVID-19 and E-commerceAs the coronavirus pandemic is changing the game for businesses around the world, Jon and Ryan offer some timely advice on what you can do to propel your ecommerce business forward instead of just sitting on the sidelines.
TRANSCRIPT
RYAN GARROW:
Jon, we are all working from home, because there's a virus running around the country, scaring us but also driving us to be safe and do different things. I'm not at all making light of that, but it is changing the game for every business. If you're a business that hasn't...2020-03-2633 min
Drive and ConvertEpisode 2: Goal Setting for Conversion Rate OptimizationJon outlines what businesses should be paying attention to as they begin the CRO process, in order to make sure your commerce website's revenue continues to grow over time.
TRANSCRIPT
RYAN GARROW:
Jon, usually my goals are around revenue, new clients, employees, you name it, but as a sub-point of some of my goals I find myself penciling in a line that's usually says something around improve website. Usually, when I'm penciling that in, in my head, I'm not articulating it correctly, but in my head, I want to increase the conversions...2020-03-1735 min
Drive and ConvertEpisode 1: Goal Setting for Paid SearchAre your marketing goals lining up with the goals you've set to grow your business overall?
Many business owners or executive teams set goals for their online marketing to drive profit to the company. Unfortunately, the current digital marketing landscape makes it difficult to reach digital marketing goals that have a focus on profit:
Generally speaking, digital marketing has increased in competition and the real estate available for paid ads has shrunk (mainly on Google which controls a vast majority of search volume).
This has forced companies to further emphasize customer lifetime value activities (such as...2020-03-0331 min
Martech Zone InterviewsConversion Rate Optimization with Jon MacDonald of The GoodIn this Martech Zone Interview, we speak to Jon MacDonald of The Good (https://thegood.com). Jon's conversion rate optimization firm has achieved results for a variety of clients including Adobe, Nike, Xerox, and The Economist. In our interview, Jon answers some great questions regarding CRO, including:
What is conversion rate optimization?
Why is CRO a critical strategy with any digital marketing deployment?
What are conversion rate optimization factors?
What are common pitfalls that companies make that hurt their conversion rates?
What are the best practices to test and implement a conversion rate optimization strategy?
Why you would want to...2019-02-2128 min