Drive and Convert

Aligning 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.

We'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.

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.

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 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 setting realistic expectations.If you have questions, ideas, or feedback to share, connect with us on LinkedIn. We’re Jon MacDonald and Ryan Garrow.

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, ideas, or feedback to share, connect with us on LinkedIn. We’re Jon MacDonald and Ryan Garrow.

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 holiday tech stack.If you have questions, ideas, or feedback to share, connect with us on LinkedIn. We’re Jon MacDonald and Ryan Garrow.

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 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. We’re Jon Macdonald and Ryan Garrow.

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 season.If you have questions, ideas, or feedback to share, connect with us on LinkedIn. We’re Jon Macdonald and Ryan Garrow.

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 can use to see what your site visitors are doingIf you have questions, ideas, or feedback to share, connect with us on LinkedIn. We’re Jon Macdonald and Ryan Garrow.

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 marketing strategiesWhat has been the impact of AI in Google search results on click-through ratesHow focusing on smaller areas can help you drive trafficWhy Ryan would walk 100 miles while on vacationIf you have questions, ideas, or feedback to share, connect with us on LinkedIn. We’re Jon MacDonald and Ryan Garrow.

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 efficiently.This week, Drive and Convert takes you on a journey through the six heuristics for digital experience optimization and how they come together to create a better digital experience for users.Check out the full episode to learn:How to build trust, confidence, and credibilityHow to create a smooth path to purchase for usersWhat heuristics are and the potential outcomes of utilizing themIf you have questions, ideas, or feedback to share, connect with us on LinkedIn. We’re Jon Macdonald and Ryan Garrow.

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 transparency about how the feature works, Some interesting use cases have become clear. Google isn’t just throwing ads around, there is calculation and intent behind search results when this feature is in use.Check out the full episode to learn:How your brand should control keyword match typesWhat user data Google uses to assume intent when showing adsIn what ways the different match types have changedIf you have questions, ideas, or feedback to share, connect with us on LinkedIn. We’re Jon MacDonald and Ryan Garrow.

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 process, meaningful changes are made to your website or app to meet the needs of your users and business.Listen to the full episode if you want to learn:What Digital Experience Optimization isHow CRO differs from DXOThe benefits of using DXOHow success is measured when using DXOIf you have questions, ideas, or feedback to share, connect with us on LinkedIn. We’re Jon MacDonald and Ryan Garrow.

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 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 want to learn:How ad payments on Google are changingHow Google is using AIHow broad match keywords will change the way your ads appearWhat to look for to maintain integrity while using Google Ads revenue trackingIf you have questions, ideas, or feedback to share, connect with us on LinkedIn. We’re Jon MacDonald and Ryan Garrow.

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 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 likely to meet their annual performance targets and twice as likely to rank “excellent” in customer satisfaction.Listen to the full episode to learn;Why traditional benchmarking is ineffective.Why the 5-Factors Scorecard™ is a better way to measure success.How the 5-Factors Scorecard™ can help you decide where to invest to improve your digital experience and determine what steps you need to take to grow your impact in your organization.To get your scorecard, go to https://thegood.com/5factorsIf you have questions, ideas, or feedback to share, connect with us on LinkedIn. We're Jon MacDonald and Ryan Garrow.

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 ecommerce community What people can expect from Grow with Garrow Why hard work is essential to business success How Grow with Garrow will be different from the email list Ryan is offering a special discount code for the Drive & Convert listeners. Get 50% off for the first three months with the code: driveandconvert. If you have questions, ideas, or feedback to share, connect with us on LinkedIn. We're Jon MacDonald and Ryan Garrow.

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 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 important in crafting digital experiences What heuristics are and how companies can leverage them How heuristics are different from mental models How to create subconscious trust If you have questions, ideas, or feedback to share, connect with us on LinkedIn. We're Jon MacDonald and Ryan Garrow. 

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 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 performing Why feeds are important in running social shopsIf you have questions, ideas, or feedback to share, connect with us on LinkedIn. We're Jon MacDonald and Ryan Garrow.

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 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 audiences to creating tailored customer journeys, they explore the challenges and opportunities of maximizing revenue without alienating either group.Listen to the full episode if you want to learn:Why you need to refer to your data How to tailor messaging, design and user experience for both audiencesHow to prioritize audience segmentationHow to leverage menu navigation and landing pages for both audiencesIf you have questions, ideas, or feedback to share, connect with us on LinkedIn. We're Jon MacDonald and Ryan Garrow.

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 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 of AI and automation in marketingWhy you shouldn’t trust marketing collateralHow to find experts that align with your companyHow to make the most of conferences and events If you have questions, ideas, or feedback to share, connect with us on LinkedIn. We're Jon MacDonald and Ryan Garrow.