Explorez tous les épisodes du podcast Drive and Convert

In this episode, Ryan interviews Luke Schnacke, CEO of Ironman 4x4 USA, to explore the company’s impressive journey to growth. From strategic moves to off-road innovation, Luke shares how Ironman 4x4 carved its path in a competitive market and what’s driving their momentum today.

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

Not 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.

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

2024 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:

1. Why YouTube's roster of influencers and the YouTube Shopping program are attracting media spend.
2. The four unique ways YouTube can track attribution.
3. 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 Garrow.

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:

1. what the priming & expectation setting heuristic is, and how it works.
2. how to determine if you are violating this heuristic.
3. 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:

1. Why prioritizing time away from the business is important.
2. When during the business cycle it's most valuable to step back and think. 
3. 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:

1. How post-launch variables make attribution less than clear.
2. Why experiment segmentation means test results aren’t summative.
3. 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:

1. How to determine if Amazon is right for your brand.
2. How to get started on the platform.  
3. 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:

1. The process of smoke testing (and where the name comes from).
2. The benefits of using smoke testing for quick validation.  
3. 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:

1. What companies like Google and other industry leaders are predicting for the 2024 holiday season.
2. Why it's critical to start planning earlier than ever.
3. 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:

1. The importance of optimizing the free trial experience for SaaS brands.
2. How to gain an understanding of the factors that motivate your users to buy.
3. 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:

1. Pricing tactics used by brands leading up to, during, and after the event.
2. Consumers' perceptions of deals and discounts.
3. 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:

1. The value of using heat mapping tools
2. How Hotjar stands out from its competitors
3. Other tools you can use to see what your site visitors are doing

If 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 strategies
• What has been the impact of AI in Google search results on click-through rates
• How focusing on smaller areas can help you drive traffic
• Why Ryan would walk 100 miles while on vacation

If 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 credibility
• How to create a smooth path to purchase for users
• What heuristics are and the potential outcomes of utilizing them

If 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 types
• What user data Google uses to assume intent when showing ads
• In what ways the different match types have changed

If 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 is
• How CRO differs from DXO
• The benefits of using DXO
• How success is measured when using DXO

If 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:

1. How ad payments on Google are changing
2. How Google is using AI
3. How broad match keywords will change the way your ads appear
4. What to look for to maintain integrity while using Google Ads revenue tracking

If 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/5factors

If 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:

1. Why there is a need for an ecommerce community 
2. What people can expect from Grow with Garrow 
3. Why hard work is essential to business success 
4. 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:

1. Why psychological principles are important in crafting digital experiences 
2. What heuristics are and how companies can leverage them 
3. How heuristics are different from mental models 
4. 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:

1. How strategies for running and optimizing social ads have changed 
2. Why influencers are still a big factor in social ads
3. How influencers can help smaller or newer brands 
4. How social shops are performing 
5. Why feeds are important in running social shops

If 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:

1. Why you need to refer to your data 
2. How to tailor messaging, design and user experience for both audiences
3. How to prioritize audience segmentation
4. How to leverage menu navigation and landing pages for both audiences

If 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:

1. How to meticulously select marketing experts
2. How to approach the use of AI and automation in marketing
3. Why you shouldn’t trust marketing collateral
4. How to find experts that align with your company
5. How 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. 

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.

Jon also offers a glimpse into his upcoming book, Behind The Click. 

GET FIRST CHAPTER FREE AT: thegood.com/BTC

Listen to the full episode if you want to learn:

1. Why the post-purchase is an important part of the customer journey
2. How to utilize customer reviews for improvement
3. How the onboarding process can make or break the digital experience
4. How to respond to negative reviews
5. How the post-purchase experience impacts future orders 

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

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:

1. Why companies should consider leveraging Microsoft Ads
2. What are some key differences between Microsoft Ads and Google
3. What strategies to use when running campaigns in Microsoft Ads 
4. How Microsoft Ads differentiates itself from other platforms 
5. Which other platforms to consider outside of Google and Microsoft Ads

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

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 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 their perspectives on:

1. No to external automation -> Yes to platform automation 
2. You shouldn’t benchmark -> Multi-KPI benchmarking can provide great value
3. Pull back on socials -> Platform shops are performing really well  
4. Look at Google Analytics -> Try exploring other tools
5. Test everything -> Validate your decisions

Find out what else they changed their minds on! 

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

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 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.

Listen to the full episode if you want to learn:

1. What ‘Behind the Click’ is about
2. What heuristics are and why they’re important
3. How to ethically use the insights and strategies in the book
4. What phases of the customer journey are included in the book
5. How to write books effectively and efficiently
6. How to get your copy of ‘Behind the Click’

Get your free chapter: http://thegood.com/btc/

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

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. 

Listen to the full episode if you want to learn:

1. What challenges companies are experiencing with Google Ads
2. How to leverage Google Ads Pixel
3. Why companies need to review and adjust their goals 
4. How to optimize product feeds
5. Why you need to test and measure any changes

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

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 you want to learn:

1. How to organize the data you’ve collected 
2. How to identify patterns and insights from data
3. How to map data observations to areas of your business 
4. Which areas you can improve based on data

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

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 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:

1. The biggest roadblocks businesses face when switching to GA4
2. Why you still need GA4 for your website 
3. What data you can get from GA4 that wasn’t available in UA
4. How to overcome the hurdles of Year-Over-Year analysis
5. What alternative tools can support or replace GA4

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

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 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:

1. What you can accomplish with a free version of ChatGPT
2. How to write specific prompts for brainstorming and ideation
3. How to use ChatGPT to write codes and create prototypes for your website 
4. Why AI is important for rewriting and condensing data, information and website copy
5. How to apply AI in visual design and user research

Check out Tldraw in action! 

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

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.

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 want to learn:

1. What type of video content you can leverage in digital marketing 
2. How to track ROI for YouTube spend 
3. How video is being utilized on different platforms  
4. What challenges small brands encounter in video marketing 
5. Why it’s crucial to have quality and creative content 

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

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 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.

Listen to the full episode if you want to learn:

1. Why November audits are often misunderstood
2. How to fit in a November audit during the holiday rush
3. The benefits of conducting a November audit 
4. Why its an especially good year for a Q4 website audit 

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

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 build the right strategy that will get you in front of the right audience. 

Listen to the full episode if you want to learn:

1. Why there is no “hacking” SEO 
2. Why website optimization is crucial to SEO 
3. What role quality content has for SEO 
4. Why backlinks are still valuable 
5. How long it takes to see results from SEO

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

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 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 you want to learn:

1. The different types of subscription services 
2. Why personalization is important 
3. Why brands need to identify where customers churn
4. Seven strategies to increase subscriptions 

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

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:

1. How brands can optimize their ROAS goals
2. Why brands should consider influencer marketing and dark posting
3. Why there is no one-size-fits-all approach to ROAS
4. How analytics can help in determining ROAS 

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

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. 

Listen to the full episode if you want to learn:

1. What variables affect conversion rates
2. What conversion rate actually means
3. How to measure conversion rates
4. What are the challenges in measuring conversion rates
5. Why you shouldn’t measure yourself against ecommerce benchmarks 

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

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 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 the Google and Logical Position events!

Listen to the full episode if you want to learn:

1. How GA4 will impact SMBs and larger brands
2. Why it's important to constantly analyze data 
3. What the future of attribution and AI looks like
4. What additional strategies and resources to consider for the holidays

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

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:

1. Why landing pages are crucial for building trust and educating customers 
2. Why alignment between ad messaging and landing pages is important
3. How landing pages should be optimized for Google Shopping traffic
4. How context and personalization can improve landing pages and PDPs
5. How to create and optimize landing pages 

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

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:

1. How the decrease in search volume on Google affect transaction and sales volume
2. What methods Amazon uses to drive traffic beyond search traffic
3. How brands can leverage Google's algorithm to increase product discovery
4. Why testing and experimentation are crucial for staying ahead of the competition

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

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 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 want to learn:

1. How to find out your customer’s needs 
2. Nine proven tactics to increase AOV (with examples)
3. Why social proof is such a powerful tool
4. How to execute limited offers properly
5. Why it’s important to remember post-purchase offers

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

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 full episode if you want to learn:

1. Why each holiday season is different
2. How to define the holiday season
3. How to use data to determine holiday periods
4. How to prepare for the holiday season
5. When to start advertising for the holidays

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

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, and website copy. 

Listen to the full episode if you want to learn:

1. How personalization can improve category pages 
2. Why you need clear and specific labels on your navigation 
3. How to leverage different types of social proof 
4. How small changes in copy can lead to big results 

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

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 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 episode if you want to learn:

1. How to utilize free email systems like Klaviyo and Mailchimp
2. Why you need to keep growing your email list 
3. Why you need to segment your customers and personalize their experience
4. How to leverage your email data for your other marketing channels
5. Why it’s important to test your email marketing campaign

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

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 of tracking your raw data, channel mix metrics, and evaluating subscription and consumable products. 

Listen to the full episode if you want to learn:

1. How to determine and evaluate significant ecommerce metrics
2. Why you should focus on long-lasting customer relationships
3. What value can you get from post-purchase surveys
4. What is the “first-touch” metric
5. How to improve your own ecommerce metrics

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

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 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.

Listen to the full episode if you want to learn:

1. What attribution models are being removed from Google
2. Why Google is sunsetting four of its attribution models
3. How these attribution changes could affect transparency and Google algorithms
4. What alternative options do big and small brands have 

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

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 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 website navigation is crucial to a website’s functionality

2. The different types of website navigation

3. How to improve your website navigation 

4. 10 stealable tips for website navigation

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

For more information, read the full article at: https://thegood.com/insights/website-navigation/ 

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 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 learn:

1. Why it's important not to burn bridges and end things on a positive note 
2. How relationships with employees change 
3. Why doing more research is important 
4. Why you should invest in a good legal team 
5. What to look forward to after exiting an ecommerce business 

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

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:

1. How to use the confidence/tolerance relationship to your advantage
2. The benefits of rapid testing
3. Validation tactics beyond testing
4. How social listening and session recordings work
5. Why eye tracking is simple yet effective 

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