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

A seamless and compelling customer experience is crucial in today's competitive digital landscape.

Many companies focus on tactical or superficial changes, but true optimization lies in understanding the why behind customer behavior. Jon’s new #1 bestselling book, Behind The Click, focuses on this exact topic. 

Jon and Ryan share some of the psychological principles found in the book and how brands can leverage these insights to create compelling digital experiences.

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

It’s no secret that the iOS update in 2021 hurt Meta. 

In this week’s episode, Jon and Ryan delve into the aftermath of the iOS update. They discuss the challenges of navigating changes in social ad strategies and the evolving role of influencers in social media marketing. 

Listen to the full episode if you want to learn:
How strategies for running and optimizing social ads have changed Why influencers are still a big factor in social adsHow influencers can help smaller or newer brands How social shops are performing Why feeds are important in running social shopsIf you have questions, ideas, or feedback to share, connect with us on LinkedIn. We're Jon MacDonald and Ryan Garrow.

There is nothing more frustrating to a business than losing out on a sale because their website was optimized for one audience and, in turn, alienated a whole second subset of shoppers. This can be seen in ecommerce brands that have a direct-to-consumer and wholesale operation. However, the two audiences are on completely different customer journeys, making it difficult to create a digital experience that delivers to both.
Jon and Ryan delve into the strategic considerations and practical implementation of website elements to effectively cater to both B2B and B2C audiences. From prioritizing primary audiences to creating tailored customer journeys, they explore the challenges and opportunities of maximizing revenue without alienating either group.
Listen to the full episode if you want to learn:
Why you need to refer to your data How to tailor messaging, design and user experience for both audiencesHow to prioritize audience segmentationHow to leverage menu navigation and landing pages for both audiencesIf you have questions, ideas, or feedback to share, connect with us on LinkedIn. We're Jon MacDonald and Ryan Garrow.

Jon and Ryan discuss the challenges and importance of wisely selecting and utilizing marketing experts. They cover the pitfalls of deceptive marketing claims and the importance of carefully selecting and evaluating external experts, agencies, or vendors.

They also explore the ongoing debate surrounding hiring internal or external marketing experts and teams, providing examples and practical tips for making informed choices that align with your business's needs and resources.

Listen to the full episode if you want to learn:
How to meticulously select marketing expertsHow to approach the use of AI and automation in marketingWhy you shouldn’t trust marketing collateralHow to find experts that align with your companyHow to make the most of conferences and events If you have questions, ideas, or feedback to share, connect with us on LinkedIn. We're Jon MacDonald and Ryan Garrow.