In this episode of "The Conversion Show" podcast, Erik Christiansen welcomes back Jon MacDonald, President & Founder of The Good, and author of "Behind the Click".  Erik and Jon discuss digital experience optimization and e-commerce sales conversion strategies. They also highlight ethical marketing practices, understanding consumer psychology and behavior, and how staying attuned to consumer needs and preferences is essential for success. Jon also shares a discount code for his book "Behind the Click," plus a chance to get a signed hard copy.

Erik and Jon discuss:

• “What’s In It for Me?” consumers seek relevance and authenticity in return for their loyalty.
• Experience optimization vs. digital experience optimization.
• The magic of free shipping.
• Investing in customer experience beyond just conversion.
• Why do some shoppers abandon their carts? And what can you do about it?
• Test, test, test, learn, repeat.

Host: Erik Christiansen, CEO of Justuno

Guest: Jon MacDonald, President & Founder of the good

Get a copy of Jon’s book, Behind the Click, and use code “btcpodcast50”  for 50% off. Plus, get your hard copy of Behind the Click signed by Jon Macdonald send an email to (kathryn@justuno.com) or message Jon or Erik on LinkedIn.

Transcript:

Erik  00:00:50

Welcome to the conversion show. Today we have our longstanding guest, Jon MacDonald from the good. Welcome, Jon.

Jon 00:00:58

Thanks for having me once again.

Erik 00:01:01

So Jon's just come in fresh off his his recent book tour. What is a digital book tour?

Jon 00:01:07

Yeah, right, have something printed in analog and then do all the promotions digitally. That's pretty much what I've done. Although I had I did get one speaking engagement out of it, that I did in person. that specifically approached because of the book. So, yeah, that was in person. That was analog. And yeah, really excited about how how the launch has gone.

Erik 00:01:30

It's really the podcast tour these days.

Jon 00:01:33

More than anything. and it's so easy, right, to to just hop on for a half hour, an hour, have a great conversation and reach hundreds of people. it's it's hard to do that from the convenience of of your office on a daily basis.

Erik 00:01:48

So anyone that doesn't know, Jon, look em up on LinkedIn. Jon McDonald. We'll drop a link here. Jon is one of our closest conversion allies here in the in the industry. Jon is is out there, building programs, working with working with clients to ensure they optimize their digital experiences to convert. I was catching up on the good.

Erik 00:02:14

I notice you have the digital experience optimization program, which as I run through it, it's, you know, if I was running, a retail business, any sort of business with a website, you would be the first person I call.

Jon 00:02:31

I hear that sounds a lot coming from you.

Erik 00:02:33

Yeah. Well, so, we'll drop the link to this, too, and we'll actually going to touch on some of this stuff today for the audience. What we're talking about today. What is it? July 17th, 2024 is really, you know, Jon and I catch up every quarter. And today we're going to be talking about what's top of mind inside the walls at Justuno,

Erik 00:02:54

and also what Jon’s seen with his clients at the Good. You know, today my focus with my team is on sales conversion. At Justuno we we have two main core areas lead capture, sales conversion and as we look at the sales conversion side Jon I want to bring up three segments that we as a company have drilled in on and are really focusing on what digital experience that visitor has when they come into Justuno, or a client of Justuno, so they are three the first one and these are low hanging fruit quick wins with high conversion rates.

Erik 00:03:40

It is the visitor who has an item to their cart. Well on the site and then exit. So the cart abatement. The second is that visitor who has abandoned a cart and left the site returns to the site. And what what experience do they have that return visitor that abandoned a cart. We are achieving up to 30% sales conversion rate with that visitor segment.

Jon 00:04:12

That's great.

Erik 00:04:13

And then you have the third bucket, which is a general exiting visitor. This can be, someone that has looked at a product page or just has not looked at anything. You can separate those two if you want. If you want to ab test and go deeper. Obviously some of these look at a product page has more intent than someone that is just gone to the home page and abandoned.

Erik 00:04:35

But if we look at those three buckets and what we've really drilled into is talking about our visitors as segments. So these three segments are the are I targeting them and separating them and speaking to them, creating an experience for when they're either exiting or arriving on the site through either a modal, banner or an embedded widget.

Erik 00:05:04

We are able to show immediate, value to leveraging our own platform, right? How does that resonate with you?

Jon 00:05:14

well, I think you've hit on the three points, that people would potentially exit the, you know, the, the challenging thing is a lot of people attack all of this through one way, and that's an exit intent banner. And that's like, the only way they attack this is they're just waiting for people's mouse to move off the browser, and then they throw a pop up.

Jon 00:05:34

And honestly, it doesn't work extremely well. it can work. But, you know, it's a it's feels like a last ditch effort and it really kind of is. Right. I think the being able to send an email to somebody who has abandoned cart and bring them back into that purchase flow, it's going to be a pretty high opportunity area, especially if you can start a conversation with those people.

Jon 00:06:01

Right. Was there something holding you up from buying? Get started chat right now with our customer service team, right? Push people into having a conversation to explain why they didn't buy so that you can help them through that challenge. I think that's that's where the money is hidden in a lot of these cases.

Erik 00:06:21

So you mentioned the the cart abandonment email. That is something I've really come to recognize in the email marketing and SMS space is they've been able to attribute revenue, so clearly to their customers because they say, look, we sent this cart abandonment email and they checked out, what I've recognized with the on site experience is let's, let's leverage that same experience, that segment of cart abandonment that you're sending an email to.

Erik 00:06:59

Well, let's talk about them before they even leave the website. Let's also talk about them when they return to the website. Right. Let's identify them and take them from I mentioned up to 30%. You know, I have one one chart from a client here that has a 23.64, conversion rate with, exiting visitors. yeah. They have an item in the cart, but when we, we, we do send them the last ditch effort, effort, card abandonment, promotion.

Erik 00:07:34

They have a 29.41.

Jon 00:07:36

So what are you doing that's a little different there. Explain that for everybody because I think, you know, honestly the the typical as I mentioned is just to send them an email. But it sounds like you're customizing the site, personalizing the site when they return in some manner.

Erik 00:07:51

Yes. So we build a segment, a visitor segment, just like you build the cart abandonment email segment, but you have that same same segment on the for the website visitor so that in the instance you're bringing up, when a visitor returns, the website we have, we know who they are. They're in that segment. And we we, we show them a promotion right away saying, welcome back.

Erik 00:08:15

You left this item in your cart. Are you ready to checkout?

Jon 00:08:20

Right? Right. That's amazing because most people well, I think there's there's two thoughts that I have a lot of things I'm thinking about right no