Drive and Convert

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.