During 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…

This 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,…

This 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 …

This 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 fr…

This 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 seaso…

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…

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-owne…

Every day we make a million little decisions without ever giving it a second thought. This is because our brains are wired to take shortcuts and make quick decisions. If you understand and follow the shortcuts your users are taking, you can shift the focus to enhancing their experience and help them achieve their goals on your site quickly and effi…

Just like Google is changing, Ryan’s stance on broad match is changing too. In this week's episode, Ryan gets candid about his opinion on broad match and why he now believes it to be valuable… in certain situations. Google has used AI for its broad match keyword feature for years, but haven't always been forthcoming about it. Now that there is tran…

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 …

Google 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 w…

Anyone 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 un…

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 epi…

A 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 psychol…

It’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 a…

There 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 journey…

Jon 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 …

The 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. J…

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…

Digital 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 …

Have 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 writ…

Jon 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.…

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 yo…

Ecommerce 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 identifica…

AI 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 application…

In 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. Shar…

Ecommerce 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 …

SEO 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 …

People 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…

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…

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 …

What 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 b…

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 episo…

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 traffi…

It 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 aver…

Each 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 …

Sharing 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…

So 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 …

In 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…

In 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…

What’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 o…

A 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 fo…

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 s…

Last 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. …

Industry 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 shoppin…

SEO 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 inves…

After 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 …

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 epi…

If 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 a…

The 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 yo…