Podcast appearances and mentions of jon macdonald

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.

What if your website could do more than just convert—it could create a seamless digital experience that keeps customers coming back? Join hosts Chuck Moxley and Nick Paladino as they talk with Jon MacDonald, founder of The Good and Author of Behind the Click. With a portfolio of global brands including Adobe, Nike, and the Economist, Jon shares his top strategies for optimizing digital experiences. Plus, Jon opens up about his journey as an entrepreneur and lessons learned along the way.In this Episode:Why DEO is replacing CRO and how to avoid common digital mistakes.Key takeaways from Behind the Click, including overcoming customer biases and barriers.Actionable tips for site optimization, from streamlining checkout to addressing annoying pop-ups.A breakdown of the psychology behind customer decision-making. Want a copy of Jon's new book Behind the Click? Get 50% off when you order from thegood.com/btc using the code BTCPODCAST50. Want more tips and strategies to create frictionless user experiences? Subscribe to our newsletter!

Visit thedigitalslicepodcast.com for complete show notes of every podcast episode. Join Brad Friedman and Jon MacDonald as they discuss optimizing your website using psychological principles focused on getting website visitors to convert. Jon MacDonald is the founder of The Good, a digital experience optimization firm that has achieved results for some of the largest online brands, including Adobe, Nike, Xerox, The Economist, and more. As the author of three books on optimization, Jon regularly contributes insights to publications such as Entrepreneur and Inc. The Digital Slice Podcast is brought to you by Magai, up your AI game at https://friedmansocialmedia.com/magai

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: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 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: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.

In this episode of The Claw, host Eric Holtzclaw, Chief Strategist at Liger, welcomes Jon MacDonald, CEO and founder of The Good. Jon shares how his unique background in computer science and visual arts helped him bridge the gap between functionality and user experience. He touches on the evolution of digital experiences from the early days of Flash to today's optimized e-commerce environments, highlighting the importance of usability and consumer-centered design. Eric and Jon emphasize that brands often miss gathering insights on the "why" behind consumer actions. A simple method to gain this understanding is by using user testing techniques, such as having someone navigate a website while articulating their thoughts aloud. By observing real-time feedback, brands can identify areas for improvement and adjust their strategies based on actual user experiences. To connect with Jon, click here: https://www.linkedin.com/in/jonnymac/ To connect with Eric, click here: https://www.linkedin.com/in/eholtzclaw/ To subscribe to our YouTube channel, click here: https://www.youtube.com/channel/UCbiiVRIqMa2mDOLD34GfyFg

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.

In this episode of SaaS Fuel, we welcome Jon MacDonald, the founder of The Good - a digital experience optimization firm known for driving results for major online brands like Adobe, Nike, Xerox, The Economist and more. Jon shares how brands can better understand their customers by simplifying the user experience and engaging customers at every step. He also dives into the key psychological factors behind online behavior, including the IKEA effect and the difference between Satisfiers and Maximizers. Explore the pitfalls of discounting, the value of gated content, and how brands can balance AI with human insights for long-term success. Learn practical tips for creating customer-centered digital experiences that boost conversions.Tune in to this episode to know more about Jon's expertise in digital optimization that can help enhance customer experiences, boost conversions and stay ahead in the competitive SaaS landscape.Key Takeaways00:00 Decision delays due to budget cycles and scrutiny.08:49 Reduce friction, quick wins, streamline onboarding: success.14:40 Passionate about user interfaces and human-computer interaction.15:42 Combined CS and visual arts, led to Flash.25:24 Understand user questions during each digital journey phase.26:54 Make websites clear; answer customer questions repeatedly.36:18 People research extensively online before purchasing products.41:00 Give away content freely; charge for personalization.46:22 5-factor scorecard for successful optimization programs.52:34 Involve consumers; they make subconscious decisions daily.58:13 Treat consumers as individuals, not just numbers.01:00:39 Humans preferred over AI; optimization still necessary.Tweetable Quotes"I think that every single element of your website is gonna tell the consumer something about why they do or do not wanna work with you or buy from you." — John McDonald 00:20:58"The easiest thing here is to understand as a brand that your consumers coming to your site do not have any context that you possess as somebody who works every day with the brand." — John McDonald 00:27:07 "You wanna show people exactly what their purchasing choice says about them to other people. And that can often be done through social proof. It can be done through, through, you know, reviews." — John McDonald 00:29:07 "And so I'm a firm believer that you should give away as much content as you possibly can. Now if somebody wants that applied to their situation directly and specifically, that's when you charge for it." — John McDonald 00:41:31"Unfortunately, what most brands don't understand is that consumers are making 35,000 decisions a day." — John McDonald 00:52:57"Just because you can't see the consumer on the other side of the screen does not mean that they aren't human." — John McDonald 00:58:26 SaaS Leadership LessonsUnderstand Your Customers' Need: Know that understanding customer pain points is essential. By identifying what users are looking for, you can tailor the experience to guide them efficiently toward a solution.Focus on Post-Launch Optimization: Building a product is only the first step; constant optimization is key to long-term success. Prioritize refining their offerings based on user feedback and performance data.Avoid Over-Reliance on Discounts: Offering discounts may drive short-term gains, but it risks creating a customer base that only values your product at a reduced price. Instead, focus on adding value to maintain product integrity.Leverage Psychological Insights: Understanding...

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.

In this episode of the Sales Leadership Show, host Phil Gerbyshak welcomed Jon MacDonald, the author of Behind the Click and a renowned expert in conversion rate optimization. The conversation centered around the critical importance of not just driving traffic to a website but ensuring that the traffic leads to meaningful conversions. Jon emphasized that understanding the customer's behavior and needs is the cornerstone of any successful optimization strategy.Jon shared valuable insights on how businesses can effectively use data to make informed decisions that enhance the user experience and drive higher conversion rates. He stressed the importance of moving beyond superficial metrics like clicks and focusing on deeper engagement metrics that truly reflect the effectiveness of a website or sales funnel.Pull Quotes:* "It's not just about getting traffic; it's about turning that traffic into conversions."* "Understanding your customer's behavior is the foundation of any successful optimization strategy."* "Data-driven decisions will always outperform gut instinct when it comes to improving the user experience."Throughout the interview, Jon highlighted how a well-optimized customer journey can significantly impact a company's bottom line. He provided practical advice for sales leaders looking to refine their approach to digital engagement, urging them to prioritize user experience and leverage data analytics to guide their decisions.Phil Gerbyshak concluded the episode by encouraging listeners to learn more about Jon MacDonald and his work at TheGood.com. For those interested in delving deeper into the strategies discussed, Jon's book Behind the Click is available at TheGood.com/BTC. Listeners can use the code BTC to receive 50% off the electronic version of the book. This is a public episode. If you'd like to discuss this with other subscribers or get access to bonus episodes, visit happyaf.substack.com/subscribe

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.

Dive deep into the minds of online shoppers with Jon MacDonald, founder and CEO of The Good, as he unpacks the psychological forces that shape e-commerce behavior. In this episode, Jon and I explore key insights from his new book, Behind the Click, offering actionable strategies for e-commerce brands to enhance their digital customer experience and boost conversions.Key topics discussed:Understanding the two types of online shoppers: 'satisficers' vs. 'maximizers,' and how to cater to bothThe critical questions customers ask themselves before making a purchase, including 'Does this company understand my problem?' and 'What does buying this product say about me?'How to create an emotional appeal that makes customers feel like they already own your productThe importance of post-purchase communication and why asking for reviews too early can backfireReal-world examples of successful e-commerce strategies, including Easton Baseball's 247% increase in online sales through a simple quizWhether you're a seasoned e-commerce professional or just starting out, this episode provides invaluable insights into creating a more engaging and conversion-friendly online shopping experience.

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.

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 JustunoGuest: Jon MacDonald, President & Founder of the goodGet 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 00:00:50Welcome to the conversion show. Today we have our longstanding guest, Jon MacDonald from the good. Welcome, Jon.Jon 00:00:58Thanks for having me once again.Erik 00:01:01So Jon's just come in fresh off his his recent book tour. What is a digital book tour?Jon 00:01:07Yeah, 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 00:01:30It's really the podcast tour these days.Jon 00:01:33More 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 00:01:48So 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 00:02:14I 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 00:02:31I hear that sounds a lot coming from you.Erik 00:02:33Yeah. 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...

Jon MacDonald is the founder of The Good, a digital experience optimization firm that has achieved results for some of the largest online brands including Adobe, Nike, Xerox, The Economist, and much more. He's the author of three books on digital journey optimization and a frequent keynote speaker. He has been invited to share his expertise on important stages like Google, and Autodesk. He knows how to get website visitors to take action.

The workplace is changing. Imagine a business where creativity flourishes, old hierarchies vanish, and employees work without a boss. This is the future of work—self-managed organizations that boost productivity and human satisfaction. This change not only alters how work is done but also redefines the employee-employer relationship, making it more collaborative and less hierarchical. Meet Jon MacDonald, an expert in digital experience optimization and author of "Behind the Click: How to Use Hidden Psychological Forces That Shape Online Behavior to Craft Digital Journeys That Delight, Engage, and Convert." Jon shares innovative strategies for enhancing user experience and increasing website conversions. He discusses the importance of understanding consumer psychology, the role of digital experience in customer satisfaction, and practical steps for optimizing online journeys. His expertise lies in creating websites that not only attract but also convert visitors effectively. Tune in to discover how to embrace the future of digital marketing and thrive in a rapidly changing world. Resources Jon MacDonald's Website The Good's Website Jon MacDonald on LinkedIn Behind The Click: How to Use the Hidden Psychological Forces That Shape Online Behavior to Craft Digital Journeys That Delight, Engage, and Convert by Jon MacDonald on Amazon

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.

The Kula Ring this week is digging into digital journey optimization with Jon MacDonald, founder of The Good. Jon shares insights from his extensive experience helping brands like Nike and Xerox improve user experiences and conversions. Discover how understanding consumer psychology and optimizing digital touchpoints can transform your approach to marketing and sales in the manufacturing sector. You can find his new book, Behind the Click, here: thegood.com/behind-the-click/

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.

Join us on the Scaling Secrets Podcast as we talk with John McDonald, author of "Behind the Click" and founder of The Good. Learn how to optimize digital experiences, overcome information overload, and boost conversion rates with innovative user testing techniques. Discover the power of giving away your expertise and why being in the right business is crucial. Get practical tips and valuable lessons on scaling your business effectively.

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.

This week on the Digital Velocity Podcast, Jon MacDonald, founder of The Good and author of “Behind The Click,” joins Tim and Erik to discuss how brands can optimize their digital experience. https://www.digitalvelocitypodcast.com/episodes/67-digital-experience-optimization-jon-macdonald

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.

E39 Jon MacDonald | The Good Today on sound BITES we have Jon MacDonald CEO/Founder of The Good, a digital experience optimization firm. Jon has a great story that all starts with struggling to find shoes that fit correctly and blooms into launching his company, and authoring several books including his latest ‘Behind The Click' The Good has achieved results for some of the largest online brands including Adobe, Nike, Xerox, The Economist, and more. Author of three books on digital journey optimization and a frequent keynote speaker, he has been invited to share his expertise on important stages including Google and Autodesk.  Listeners can get 50% off a digital copy of Behind The Click with the code BTCPODCAST50 at checkout: https://thegood.com/btc-podcasts/  Jon MacDonald: https://www.linkedin.com/in/jonnymac/ The Good: https://thegood.com Behind The Click (book): https://thegood.com/btc-podcasts/  Business Innovation Technology Entrepreneurship Strategy Spotify/Apple: https://www.nanochomp.com/podcast nanochomp's Strategic Mind GPT: https://nanochomp.com/strategygpt https://www.nanochomp.com Hosts: Derek Loyer: https://www.linkedin.com/in/derekloyer/ Lauren Taber: https://www.linkedin.com/in/laurentaber/ #Business #Innovation #Technology #Entrepreneurship #Strategy #Consulting #leadership #wellness #digitaltransformation #marketing #digitalmarketing #AI #artificialintelligence #agile #leadgen #sales #growth #productowner #productmanagement #digitalexperience #digitaloptimization

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 delve into consumer psychology and the psychological principles that shape our online decisions and how they impact a company's digital presence. They also discuss the digital customer journey and the importance of understanding customer needs and decision-making processes to improve conversion rates, retention, and trust. Jon also offered a discount code for the e-book version of "Behind The Click," and shares key takeaways for busy readers. Erik an Jon discuss:Understanding the customer's mindset at each phase of the buying life cycle.Decision fatigue and the critical role of simplifying the purchasing process.Building trust and ensuring customer retention through the post-purchase experience.Challenges of personalization and the power of segmentation and automation.Host: Erik Christiansen, CEO of JustunoGuest: Jon MacDonald, President & Founder of the goodTranscriptErik 00:00:51 We're going to kick off the conversion show today with Jon MacDonald, a former guest. And I'm really happy to have Jon today because, wanted to celebrate his new book, Behind the Click. I read his last one, opt in in the Optimizing Optimization. also founder of the good. And today we are talking about consumer psychology. and so welcome, Jon, to the show.Jon 00:01:18Hey, thanks for having me again. Great to be back.Erik 00:01:20I was excited to talk about consumer psychology because it's what we've been talking about a lot lately. would you like to share? Let's hear about the book real quick. Let's hear about why you wrote it and what you're covering in it.Jon 00:01:36Well, Behind the Click is about the psychological principles, behind the shortcuts that our brains take to make decisions every day. And how the different elements of your company's digital experience either guide customers towards that purchase, or sends them running to a competitor. And so understanding all of these, I think, you know, what has happened is I've been in the CRO industry for 15 years now.Jon 00:02:04You know, the good just turned 15 in April and, you know, the more work that we've done to optimize conversion rates, the more we've realized that to make real, lasting gains, you have to pull way further back on the customer experience than just conversion. And that was kind of a light bulb moment for this book, right? So many factors affect your conversions.Jon 00:02:29and it starts way before a customer even begins to start thinking about purchasing from you. Right? As they're doing their research, they have a need. So every element of your website tells the customers something about what they do or do not want with or to buy from you, right? It's one of those things where if you have to understand in order to be effective, what's...

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.

Get your copy of Lewis' new book - The Home-Turf Advantage ➡️ https://htabook.com/?el=podcast-62-5x-shopify-conversions-jon-macdonaldGet your free chapter of Jon's book ‘Behind The Click' here ➡️  http://dropshipunlocked.com/behind-the-click 

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.

Welcome to nohacks.show, a weekly podcast where smart people talk to you about better online experiences! This week, we're delighted to welcome Jon MacDonald back to the show for his third appearance. Jon is the founder of the digital optimization firm, The Good, and a three-time book author.In this episode, Jon dives into the concepts presented in his latest book, "Behind the Click," which focuses on the psychological principles behind the decisions we make online every day. He shares his expertise on why understanding the 'why' behind user actions is crucial for truly effective digital experiences, moving beyond mere conversion tactics to strategies that respect and enhance the customer's journey.Jon also discusses the importance of addressing post-purchase experiences—a crucial, often overlooked phase that can turn one-time buyers into lifelong customers. He emphasizes how sustainable business practices come from not just driving conversions but nurturing customer relationships post-purchase.Links:Get Behind the ClickJon's LinkedIn---Tune in for an enlightening conversation and don't forget to rate and review the episode!nohacks.showYouTubeLinkedInEpisode intro/outro music by Josh Silverbauer (LinkedIn, Analyrical YouTube) and Jacon Packer (LinkedIn, Quantable Analytics)

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.

“There are so many factors that really affect conversion that start before a customer even begins to think about purchasing from a brand. Every element of a brand's website tells the consumer something about what you do and impacts if the consumer buys from you.” Jon MacDonald, founder of The Good and author of Behind the Click In this episode of Product Chats, Jon MacDonald, founder of The Good and author of "Behind the Click," shares invaluable insights into the intersection of psychological principles and digital optimization.   With a rich history of improving online brand experiences for giants like Adobe and Nike, MacDonald emphasizes the significance of understanding user psychology in design and product development. He argues for the removal of negative experiences from the internet (which keeps him busy), advocating for a holistic approach to customer experience that begins well before purchase.   Through a mix of qualitative research and quantitative data analysis, including heat maps and eye tracking, MacDonald reveals how design heuristics, when grounded in psychological understanding, can significantly improve site usability, onboarding, and retention.   The episode not only unpacks the tension between design and product teams but also offers strategies for alignment and empathy towards user goals and challenges. Key Takeaways:   Common Problems Between Product and Design: Tensions between designers and product teams often arise from unclear roles and a lack of understanding about each other's decisions, making teamwork difficult. To improve this, align both teams on user and customer goals to improve collaboration. Additionally, bringing in a third party for an unbiased view can help solve misunderstandings and bring teams closer.   Psychological Principles Behind Consumer Decisions: The discussion highlights how psychological concepts, like "heuristics," impact how consumers make quick decisions online. Jon stresses the importance of first impressions in digital spaces, noting that a bad initial experience can harm a brand's image long-term. Additionally, he mentions that consumers favor straightforward and concise information, suggesting the use of bullet points for clarity. Understanding these principles is crucial for creating intuitive and appealing digital experiences for users.   How to Improve User Experience: Jon outlines steps to improve user experience, focusing on consumer research. He suggests monitoring user interactions on websites, conducting tests, and direct conversations to grasp consumer choices. He introduces the "coffee shop test," where a random person's feedback on an app or website is sought for intuitive understanding. Jon emphasizes ongoing optimization and regular engagement with users for external insights. The aim is to streamline the decision-making process for consumers by removing hurdles. ABOUT OUR GUEST: Jon MacDonald is the founder of The Good, a leading digital experience optimization firm known for achieving excellent results for some of the largest online brands, including Adobe, Nike, Xerox, and The Economist.   His expertise lies in understanding consumer behaviors and preferences and leveraging this understanding to optimize digital experiences. Apart from being a seasoned entrepreneur, Jon is also an accomplished author, with three books on optimization under his belt. His latest book, "Behind the Click", provides further insights into his approach to digital experience optimization.   Listeners can get free access to the first chapter of his book here.   ABOUT PRAGMATIC INSTITUTE: Since 1993, we've provided training and professional development for product, design, and data professionals to accelerate innovation, increase customer satisfaction, and bolster revenue. Through our comprehensive methods and propriety Pragmatic Framework, we train professionals with the skills needed to accelerate their product management and product marketing careers, increase team efficiency, and boost revenue.   Our online, in-person, and on-demand courses are taught by industry experts with decades of experience at top companies like Microsoft, Cisco, Dell, Hallmark, Quaker Oats, and Dun & Bradstreet. We offer individual course training in product, design and data, and certification tracks for Product Management Certifications, Product Marketing Certifications, and the Pragmatic Product Master Certification. All attendees gain access to the Pragmatic Alumni Community, a network of over 30,000 alumni worldwide.   If you're looking for product management or product marketing training or are pursuing a product marketing certification or product management certification, browse our certification paths at https://www.pragmaticinstitute.com/product/.   Courses are available online, in-person, or on-demand to fit your schedule. Want to learn more about becoming a Pragmatic Certified Product Manager? Learn more here.

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. 

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/BTCListen to the full episode if you want to learn:Why the post-purchase is an important part of the customer journeyHow to utilize customer reviews for improvementHow the onboarding process can make or break the digital experienceHow to respond to negative reviewsHow 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:Why companies should consider leveraging Microsoft AdsWhat are some key differences between Microsoft Ads and GoogleWhat strategies to use when running campaigns in Microsoft Ads How Microsoft Ads differentiates itself from other platforms Which other platforms to consider outside of Google and Microsoft AdsIf 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:No to external automation -> Yes to platform automation You shouldn't benchmark -> Multi-KPI benchmarking can provide great valuePull back on socials -> Platform shops are performing really well  Look at Google Analytics -> Try exploring other toolsTest everything -> Validate your decisionsFind 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:What ‘Behind the Click' is aboutWhat heuristics are and why they're importantHow to ethically use the insights and strategies in the bookWhat phases of the customer journey are included in the bookHow to write books effectively and efficientlyHow 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:What challenges companies are experiencing with Google AdsHow to leverage Google Ads PixelWhy companies need to review and adjust their goals How to optimize product feedsWhy you need to test and measure any changesIf you have questions, ideas, or feedback to share, hit us up on Twitter. We're @jonmacdonald and @ryangarrow. 

Welcome back to Making Bank. On today's episode, we have a compilation of previous episodes with Re Perez, David Meltzer, Chris Wyllie, Jamie Mustard, Ryan Coon, Jon Macdonald and Jonathan Keyser and in this episode you will hear tips and tricks from top entrepreneurs about the guide to success.   (2:32) Re Perez Your brand's name is very important. It is your main identity. When your name is unauthentic and it does not match what you provide, you can only go so far. You need to empower your brand with its name. Have an authentic purpose and be very clear with what your brand stands for.    (8:07) David Meltzer Money is important but do not let it be the only reason you are working hard. Your relationship with money is important because it determines how you work in life. Train your mindset to have a giving character. The more you get the more you can give.    (14:09) Chris Wyllie The biggest problem everyone faces is lack of control. We just need to learn how to control our problems. We need to develop a mentality where we find solutions instead of panicking. Our brain is capable of doing anything it thinks is capable of doing. It's just a matter of getting it into the desired state.   (18:25) Jamie Mustard If you want to be successful the first thing you need is attention and if you don't have attention you don't have a chance. As an entrepreneur, solving problems is what you will be doing for a living. That is why the ability to grab people's attention is what will help you become successful.    (21:57) Ryan Coon Not focusing on your audience is the biggest mistake many entrepreneurs make. Rather than focusing on building a product, focus on your audience. You can do it through blogs, podcasts, emails because once you build a trust with your audience you can focus on products or services that you can provide.   (24:45) Jon Macdonald The best way to go about ecommerce is to never do things on your website that you wouldn't do in a physical retail store. Learn to have empathy for your customers even if you cannot interact with them physically. Most ecommerce entrepreneurs do not consider the customer on the other side of the screen.   (28:12) Jonathan Keyser The hardest part for most people is getting out of their own heads and figuring out how to be present more. Learn to be present and to ask questions to identify what people need. The more you can focus on whoever is in front of you that you are trying to do business with, the more it will feel authentic. Try to give something first before you ask for something.    Tags: @reperezbranding  @davidmeltzer  @chriswyllieofficial  @jamie_mustard  @jonathankeyser_ 

Success Mindset: Entrepreneurial Excellence #MakingBank #S8E24 Welcome back to Making Bank. On today's episode, we have a compilation of previous episodes with Re Perez, David Meltzer, Chris Wyllie, Jamie Mustard, Ryan Coon, Jon Macdonald and Jonathan Keyser and in this episode you will hear tips and tricks from top entrepreneurs about the guide to success.   (2:32) Re Perez Your brand's name is very important. It is your main identity. When your name is unauthentic and it does not match what you provide, you can only go so far. You need to empower your brand with its name. Have an authentic purpose and be very clear with what your brand stands for.    (8:07) David Meltzer Money is important but do not let it be the only reason you are working hard. Your relationship with money is important because it determines how you work in life. Train your mindset to have a giving character. The more you get the more you can give.    (14:09) Chris Wyllie The biggest problem everyone faces is lack of control. We just need to learn how to control our problems. We need to develop a mentality where we find solutions instead of panicking. Our brain is capable of doing anything it thinks is capable of doing. It's just a matter of getting it into the desired state.   (18:25) Jamie Mustard If you want to be successful the first thing you need is attention and if you don't have attention you don't have a chance. As an entrepreneur, solving problems is what you will be doing for a living. That is why the ability to grab people's attention is what will help you become successful.    (21:57) Ryan Coon Not focusing on your audience is the biggest mistake many entrepreneurs make. Rather than focusing on building a product, focus on your audience. You can do it through blogs, podcasts, emails because once you build a trust with your audience you can focus on products or services that you can provide.   (24:45) Jon Macdonald The best way to go about ecommerce is to never do things on your website that you wouldn't do in a physical retail store. Learn to have empathy for your customers even if you cannot interact with them physically. Most ecommerce entrepreneurs do not consider the customer on the other side of the screen.   (28:12) Jonathan Keyser The hardest part for most people is getting out of their own heads and figuring out how to be present more. Learn to be present and to ask questions to identify what people need. The more you can focus on whoever is in front of you that you are trying to do business with, the more it will feel authentic. Try to give something first before you ask for something.    Tags: @reperezbranding  @davidmeltzer  @chriswyllieofficial  @jamie_mustard  @jonathankeyser_ 

Welcome back to Making Bank. On today's episode, we have a compilation of previous episodes with Re Perez, David Meltzer, Chris Wyllie, Jamie Mustard, Ryan Coon, Jon Macdonald and Jonathan Keyser and in this episode you will hear tips and tricks from top entrepreneurs about the guide to success.   (2:32) Re Perez Your brand's name is very important. It is your main identity. When your name is unauthentic and it does not match what you provide, you can only go so far. You need to empower your brand with its name. Have an authentic purpose and be very clear with what your brand stands for.    (8:07) David Meltzer Money is important but do not let it be the only reason you are working hard. Your relationship with money is important because it determines how you work in life. Train your mindset to have a giving character. The more you get the more you can give.    (14:09) Chris Wyllie The biggest problem everyone faces is lack of control. We just need to learn how to control our problems. We need to develop a mentality where we find solutions instead of panicking. Our brain is capable of doing anything it thinks is capable of doing. It's just a matter of getting it into the desired state.   (18:25) Jamie Mustard If you want to be successful the first thing you need is attention and if you don't have attention you don't have a chance. As an entrepreneur, solving problems is what you will be doing for a living. That is why the ability to grab people's attention is what will help you become successful.    (21:57) Ryan Coon Not focusing on your audience is the biggest mistake many entrepreneurs make. Rather than focusing on building a product, focus on your audience. You can do it through blogs, podcasts, emails because once you build a trust with your audience you can focus on products or services that you can provide.   (24:45) Jon Macdonald The best way to go about ecommerce is to never do things on your website that you wouldn't do in a physical retail store. Learn to have empathy for your customers even if you cannot interact with them physically. Most ecommerce entrepreneurs do not consider the customer on the other side of the screen.   (28:12) Jonathan Keyser The hardest part for most people is getting out of their own heads and figuring out how to be present more. Learn to be present and to ask questions to identify what people need. The more you can focus on whoever is in front of you that you are trying to do business with, the more it will feel authentic. Try to give something first before you ask for something.    Tags: @reperezbranding  @davidmeltzer  @chriswyllieofficial  @jamie_mustard  @jonathankeyser_ 

Success Mindset: Entrepreneurial Excellence #MakingBank #S8E24 Welcome back to Making Bank. On today's episode, we have a compilation of previous episodes with Re Perez, David Meltzer, Chris Wyllie, Jamie Mustard, Ryan Coon, Jon Macdonald and Jonathan Keyser and in this episode you will hear tips and tricks from top entrepreneurs about the guide to success.   (2:32) Re Perez Your brand's name is very important. It is your main identity. When your name is unauthentic and it does not match what you provide, you can only go so far. You need to empower your brand with its name. Have an authentic purpose and be very clear with what your brand stands for.    (8:07) David Meltzer Money is important but do not let it be the only reason you are working hard. Your relationship with money is important because it determines how you work in life. Train your mindset to have a giving character. The more you get the more you can give.    (14:09) Chris Wyllie The biggest problem everyone faces is lack of control. We just need to learn how to control our problems. We need to develop a mentality where we find solutions instead of panicking. Our brain is capable of doing anything it thinks is capable of doing. It's just a matter of getting it into the desired state.   (18:25) Jamie Mustard If you want to be successful the first thing you need is attention and if you don't have attention you don't have a chance. As an entrepreneur, solving problems is what you will be doing for a living. That is why the ability to grab people's attention is what will help you become successful.    (21:57) Ryan Coon Not focusing on your audience is the biggest mistake many entrepreneurs make. Rather than focusing on building a product, focus on your audience. You can do it through blogs, podcasts, emails because once you build a trust with your audience you can focus on products or services that you can provide.   (24:45) Jon Macdonald The best way to go about ecommerce is to never do things on your website that you wouldn't do in a physical retail store. Learn to have empathy for your customers even if you cannot interact with them physically. Most ecommerce entrepreneurs do not consider the customer on the other side of the screen.   (28:12) Jonathan Keyser The hardest part for most people is getting out of their own heads and figuring out how to be present more. Learn to be present and to ask questions to identify what people need. The more you can focus on whoever is in front of you that you are trying to do business with, the more it will feel authentic. Try to give something first before you ask for something.    Tags: @reperezbranding  @davidmeltzer  @chriswyllieofficial  @jamie_mustard  @jonathankeyser_