Drive and Convert

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.