We've been more and more curious about how user research can be used by more than just researchers. This week, Erin and JH chatted with Jon MacDonald, founder of The Good, about how marketers can use research to improve conversion rates.

He talked about what conversion rate optimization really is, how to get stakeholders to see the value of research work, and why the key to conversion success is really just giving users what they came to your site for in the first place.

Highlights

• [1:43] Everyone expects Jon to have great stories about one quick thing that 20x'ed conversion rates, but unfortunately the truth is that his work is a lot of research and testing to make meaningful changes. 
• [7:05] The trick to better conversion rates is giving the customers what they came to your site for in the first place.
• [9:33] Why onsite surveys may be hurting your customer experience, instead of getting you valuable qualitative data.
• [12:21] How Jon changed a real stakeholder's mind with feedback and business impact.
• [13:51] Jon suggests starting with quantitative data to identify the right areas to test, then following up with qualitative to learn what's wrong.
• [15:37] How Jon worked with baseball bat maker Easton to improve their buying process and doubled their conversion rates.
• [21:14] Why recruiting is one of the most important factors of research. 
• [27:18] The gang talks about A/B testing, including the tools they use.
• [35:11] How Jon cuts through the noise created by lots of different data sources.
• [38:58] Following up on your work at a regular cadence is a huge part of success.