What Would They Do? The Customer Experience Podcast For Online Business

In this episode, we’re answering a common (and slightly painful) question:

“Why isn’t my beautiful website converting?”

I chat with Showit web designer and marketing strategist Madelyn Furlong to explore why a stunning design isn’t enough, and what you can do to make your website start pulling its weight.

Whether you’re in the middle of a new website launch, a website refresh, or just wondering why your site visitors aren’t turning into clients, this conversation is packed with practical fixes and real-world examples to help you get results.

What we cover:

• The Real Job of Your Website – Why your website is more than a digital business card and how it fits into your broader customer journey.
• The “Pretty But Pointless” Trap – How good-looking websites often fail without the right strategy and messaging to back them up.
• Top Red Flags That Kill Conversions – From vague headlines to confusing navigation and too many call-to-actions, here’s what to audit first.
• 3 Low-Lift, High-Impact Tweaks – Quick updates like strategic CTAs, above-the-fold messaging, and scroll-stopping testimonials that instantly improve conversions.
• The Power of Heatmaps & Data – Why tools like Hotjar can help you see what users are really doing on your site—and where they’re dropping off.
• A Hot Take on Testimonials – Why testimonials are more than just “nice to have,” and how to turn them into powerful conversion tools.

00:00 Introduction to Website Effectiveness

02:33 Understanding the Role of a Website in Customer Journey

04:27 The Importance of Design and Strategy

06:32 Auditing Existing Websites for Improvement

09:02 Actionable Tweaks for Instant Conversion Boosts

11:14 Client Success Stories and Lessons Learned

13:25 Exploring AI in Marketing Strategies

21:46 Unlocking Website Potential: Essential Updates

22:13 Maximizing Engagement and Profitability

Connect with Madelyn:

Having a standout marketing strategy doesn’t mean you have to share a new post every day that end in -y!

That’s where Madelyn comes in. She helps small businesses create ShowIt websites and engaging social media content so they can turn their leads into sales.

Website: https://madelynvictoriaco.com

The FREE Website Checklist: madelynvictoriaco.com/website-checklist

Instagram: https://www.instagram.com/madelynvictoriaco/

View the episode transcript here.

Where to from here?

Grab the State of the Customer Report FREE right here.

Generate 10 tailored-to-you survey questions FREE right here.

Join Retention Lab🧪, the community to help you build a signature customer experience that keeps people coming back, gets them talking and grows your business without you having to start from scratch every single month. Join here!

Find out how you can get my strategic customer experience brain on your brand here.

Check out my favourite CX tools and resources here.

😍 Love the show?

Hit subscribe or follow so you never miss a new episode.

Submit your question so I can answer it in an upcoming episode (or invite the perfect guest expert!).

Leave a positive review to help the show get found by more small business owners just like you. To leave a review:

👉 Find What Would They Do? on Apple Podcasts

👉 Scroll to ‘Ratings & Reviews’

👉 Tap on the stars to rate the show before writing a review

Post a screenshot with your key takeaway on your IG story and tag me @candocontent and #WWTDpod so I can repost your content.

In this episode, I welcome Dolly DeLong, Systems and Workflow Wizard, and experienced virtual summit host, to demystify virtual summits and reveal the special touches that create outstanding attendee experiences.

Dolly shares her strategic approach for the upcoming Black Friday Insider Summit, from early speaker pitching to thoughtful automations, ensuring smooth execution and attendee engagement.

Swipe Dolly’s approach to clear communication, meticulous planning, and intentional nurturing of attendees and speakers alike for your first or next summit.

What we cover:

• Intentional Pre-Summit Strategies: How early pitching and clear communication with speakers and attendees set summits up for success.
• Special Touchpoints for Attendee Delight: Leveraging personalized videos and strategic email nurturing to build trust and excitement.
• Automations and Tech Tools: Utilizing clever tech to streamline and automate summit logistics.
• Maximizing Engagement and Attendance: Keeping attendees engaged through strategic email communication.
• Feedback and Continuous Improvement: Collecting valuable feedback from both attendees and speakers to refine and improve future summits.

Mentioned Resources (affililate links):

The Black Friday Insider Summit 2025 (26 - 28 August 2025)

Bonjoro

Deadline Funnel

Summit in a Box

Hello Audio

Connect with Dolly DeLong:

Website: https://systemsandworkflowmagic.com/

Instagram: https://www.instagram.com/dollydelongeducation/

Dolly's Podcast: https://systemsandworkflowmagic.com/podcast

View the episode transcript here.

Where to from here?

Grab the State of the Customer Report FREE right here.

Generate 10 tailored-to-you survey questions FREE right here.

Join Retention Lab🧪, the community to help you build a signature customer experience that keeps people coming back, gets them talking and grows your business without you having to start from scratch every single month. Join here!

Find out how you can get my strategic customer experience brain on your brand here.

Check out my favourite CX tools and resources here.

😍 Love the show?

Hit subscribe or follow so you never miss a new episode.

Submit your question so I can answer it in an upcoming episode (or invite the perfect guest expert!).

Leave a positive review to help the show get found by more small business owners just like you. To leave a review:

👉 Find What Would They Do? on Apple Podcasts

👉 Scroll to ‘Ratings & Reviews’

👉 Tap on the stars to rate the show before writing a review

Post a screenshot with your key takeaway on your IG story and tag me @candocontent and #WWTDpod so I can repost your content.

Join me as I answer the question: “How can I use the data I have available to me to keep my best customers?”

If you've ever been blindsided by a cancelled retainer, course dropout, or membership churn, this one’s for you. Join me as I walk through simple but powerful ways to identify early warning signs, set up automations, and take timely action before a client ghosts you or clicks "cancel."

Whether you’re a service provider, course creator, or membership site owner, these customer retention strategies can help you step away from gut feelings and toward data-driven action.

What we cover:

• What "At-Risk" Really Means – How to define and spot customers at risk of churning, across service, course, and membership models.
• The Most Telling Churn Signals by Business Type – What behaviour shifts to look for in clients, students, and members before they ghost you.
• Why Guessing Isn’t a Strategy – How to move away from gut feelings and toward measurable data patterns.
• Simple Automations That Help You Step In Early – How to trigger personal check-ins, nudges, and re-engagement workflows before it’s too late.
• Real Examples From Retention Lab & 1:1 Client Projects – How I use behaviour-based data and ConvertBox pop-ups to catch disengagement before it becomes a cancellation.

View the episode transcript here.

Where to from here?

Grab the State of the Customer Report FREE right here.

Generate 10 tailored-to-you survey questions FREE right here.

Join Retention Lab🧪, the community to help you build a signature customer experience that keeps people coming back, gets them talking and grows your business without you having to start from scratch every single month. Join here!

Find out how you can get my strategic customer experience brain on your brand here.

Check out my favourite CX tools and resources here.

😍 Love the show?

Hit subscribe or follow so you never miss a new episode.

Submit your question so I can answer it in an upcoming episode (or invite the perfect guest expert!).

Leave a positive review to help the show get found by more small business owners just like you. To leave a review:

👉 Find What Would They Do? on Apple Podcasts

👉 Scroll to ‘Ratings & Reviews’

👉 Tap on the stars to rate the show before writing a review

Post a screenshot with your key takeaway on your IG story and tag me @candocontent and #WWTDpod so I can repost your content.

In this episode, I am joined by CommsCamp founder Kirsty Fanton and her behind-the-scenes tech partner Ami Williamson to unpack how they built CommsBot, a custom GPT designed to give students real-time, tailored support inside a group coaching program.

It’s an answer to a question by my guest expert in episode 19, PR and visibility expert Gloria Chou:

“With so many coaches adding custom GPTs to their group programs, how do you balance the benefit of getting your student better results with the risk of making the experience more impersonal?”

Together, we explore how to make AI work for your customer experience, without making it feel robotic or like a shortcut. From ethical considerations to feature planning and student testing, this episode walks through the full behind-the-scenes of a thoughtful, human-first approach to integrating AI into your program or membership.

What we cover:

• The real “why” behind CommsBot – How they used audience insights to spot a clear gap between “learning” and “doing,” and how the bot helps students practice communication in a safe, low-stakes way.
• How to avoid building a robot version of yourself – Why the goal isn’t to clone the coach, but to create a guided concierge-style support tool that amplifies what students are already learning from you.
• The three core functions of CommsBot – Understanding, Implementing, and Role-Playing—and why each mode was intentionally designed to align with different stages of the student journey.
• Behind the scenes of building the bot – How Kirsty and Ami worked together to train the GPT using transcripts, frameworks, and internal language from the course—and avoided overwhelming the bot with the wrong kind of data.
• AI ethics and privacy considerations – What they did to protect Kirsty’s intellectual property, set clear boundaries for the GPT, and build trust with students using the tool.

Connect with my guests:

Kirsty is an ex-psychotherapist, ex-copywriter, and ex-pert communicator who helps online business owners hear and get heard when it matters most - in their emails, on their socials, with their clients, with their teams, and on podcasts like this one.

Website: https://www.kirstyfanton.com

CommsCamp: https://www.kirstyfanton.com/commscamp

Ami is the AI-obsessed copywriter behind Damn Write — where she helps fellow chaotic creatives turn their “too much” or “too weird” into a brand, a bot + a biz that feels like a revelation.

And when she’s not conjuring up Brand Bibles and sales copy, she’s deep in the AI underworld: building custom GPT bots for course creators who wanna scale without selling their souls.

Website: https://www.damnwrite.com.au/

Ami's Custom AI Course Bot Service: https://www.damnwrite.com.au/ai-course-bots

View the episode transcript here.

Where to from here?

Grab the State of the Customer Report FREE right here.

Generate 10 tailored-to-you survey questions FREE right here.

Join Retention Lab🧪, the community to help you build a signature customer experience that keeps people coming back, gets them talking and grows your business without you having to start from scratch every single month. Join here!

Find out how you can get my strategic customer experience brain on your brand here.

Check out my favourite CX tools and resources here.

😍 Love the show?

Hit subscribe or follow so you never miss a new episode.

Submit your question so I can answer it in an upcoming episode (or invite the perfect guest expert!).

Leave a positive review to help the show get found by more small business owners just like you. To leave a review:

👉 Find What Would They Do? on Apple Podcasts

👉 Scroll to ‘Ratings & Reviews’

👉 Tap on the stars to rate the show before writing a review

Post a screenshot with your key takeaway on your IG story and tag me @candocontent and #WWTDpod so I can repost your content.

In the final episode of the Four Seasons of the Customer Journey mini-series, we explore the most overlooked and most powerful phase of the customer journey: Winter, the season of loyalty and long-term retention.

This episode is a must-listen for service providers, course creators, and membership owners who want to go beyond making the sale and build lasting customer relationships that result in repeat business, referrals, and a thriving community.

Let’s break down what to do after the purchase is made, how to deliver meaningful moments that feel like a warm hug, and the specific retention strategies I’m using inside Retention Lab to wow my customers long after checkout.

What we cover:

Why Winter Is the Most Strategic Season in the Customer Journey – It’s not the end of the sale, it’s the beginning of brand loyalty.

What Customers Are Looking for After They Buy – Signals that they made the right decision, next steps, and ongoing support.

Why Loyalty Must Be Earned (and Re-Earned) – The first purchase is not the finish line. It’s the first step in a long-term relationship.

Retention Tactics for Service Providers, Course Creators & Membership Hosts – Practical strategies tailored to your business model.

How I Use Email, Milestones, and Surprise Rewards in my Membership – Including a clever engagement system and referral program.

View the episode transcript here.

Where to from here?

Grab the State of the Customer Report FREE right here.

Generate 10 tailored-to-you survey questions FREE right here.

Join Retention Lab🧪, the community to help you build a signature customer experience that keeps people coming back, gets them talking and grows your business without you having to start from scratch every single month. Join here!

Find out how you can get my strategic customer experience brain on your brand here.

Check out my favourite CX tools and resources here.

😍 Love the show?

Hit subscribe or follow so you never miss a new episode.

Submit your question so I can answer it in an upcoming episode (or invite the perfect guest expert!).

Leave a positive review to help the show get found by more small business owners just like you. To leave a review:

👉 Find What Would They Do? on Apple Podcasts

👉 Scroll to ‘Ratings & Reviews’

👉 Tap on the stars to rate the show before writing a review

Post a screenshot with your key takeaway on your IG story and tag me @candocontent and #WWTDpod so I can repost your content.

In part three of the Four Seasons of the Customer Journey mini-series, we dive into Autumn: the season of decision. 

That’s when your dream customer is asking themselves: “Can I trust this person with my money, and will this actually work for me?”

This episode is packed with practical ways to support the decision-making process without pressure, fake urgency, or pushy sales tactics. Whether you’re a service provider, course creator, or membership owner, you’ll learn how to turn almost ready into absolutely yes with confidence and integrity.

What we cover:

What Autumn Looks Like in the Customer Journey – When potential customers weigh up their options and need clarity, not pressure.

How to Support a Decision Without Selling Hard – Clarifying your offer and reducing risk so customers feel confident saying yes (or no).

Smart Touch Points for Different Business Models – What to include in your service pages, sales emails, and offers to nudge hesitant buyers.

How to Use Testimonials, Case Studies, and Personal Touches – From sample deliverables to private podcasts and personal video messages.

Why the Goal Isn’t More Sales, but the Right Sales – Helping the right people decide, not convincing everyone.

View the episode transcript here.

Use Bonjoro to send personalized video messages and get 15% off the liftetime of your plan with my affiliate link.

Where to from here?

Grab the State of the Customer Report FREE right here.

Generate 10 tailored-to-you survey questions FREE right here.

Join Retention Lab🧪, the community to help you build a signature customer experience that keeps people coming back, gets them talking and grows your business without you having to start from scratch every single month. Join here!

Find out how you can get my strategic customer experience brain on your brand here.

Check out my favourite CX tools and resources here.

😍 Love the show?

Hit subscribe or follow so you never miss a new episode.

Submit your question so I can answer it in an upcoming episode (or invite the perfect guest expert!).

Leave a positive review to help the show get found by more small business owners just like you. To leave a review:

👉 Find What Would They Do? on Apple Podcasts

👉 Scroll to ‘Ratings & Reviews’

👉 Tap on the stars to rate the show before writing a review

Post a screenshot with your key takeaway on your IG story and tag me @candocontent and #WWTDpod so I can repost your content.

In this second episode of the Four Seasons of the Customer Journey mini-series, we dive into Summer, the season of engagement.

From subscribing to your emails to bingeing your podcast or attending your webinars, this is when your dream clients are actively paying attention, and deciding whether you’re worth the next step. We explore practical, non-pushy strategies to build trust, spark connection, and gently guide customers toward a confident yes as a service-provider, course creator and membership site owner.

What we cover:

What Summer Looks Like in the Customer Journey – When your audience is no longer browsing but listening, reading, and leaning in.

The Importance of Engagement Before the Sale – And why pushing too soon can backfire.

Email, Content & Nurture Touchpoints That Build Confidence – Tips for service providers, course creators, and membership site owners.

How to Personalize the Journey Without Overcomplicating It – Using behavior-based automation and subtle emotional signals.

Real-Life Examples From My Retention Lab Launch – Including a clever strategy that turned curiosity into conversions.

View the episode transcript here.

Where to from here?

Grab the State of the Customer Report FREE right here.

Generate 10 tailored-to-you survey questions FREE right here.

Join Retention Lab🧪, the community to help you build a signature customer experience that keeps people coming back, gets them talking and grows your business without you having to start from scratch every single month. Join here!

Find out how you can get my strategic customer experience brain on your brand here.

Check out my favourite CX tools and resources here.

😍 Love the show?

Hit subscribe or follow so you never miss a new episode.

Submit your question so I can answer it in an upcoming episode (or invite the perfect guest expert!).

Leave a positive review to help the show get found by more small business owners just like you. To leave a review:

👉 Find What Would They Do? on Apple Podcasts

👉 Scroll to ‘Ratings & Reviews’

👉 Tap on the stars to rate the show before writing a review

Post a screenshot with your key takeaway on your IG story and tag me @candocontent and #WWTDpod so I can repost your content.

In this episode, we kick off a 4-week mini series exploring the four seasons of the customer journey. First up is Spring: that powerful moment when a potential customer becomes aware of a problem or desire and starts looking for a solution.

We explore how service providers, course creators, and membership site owners can meet potential customers right there, build trust, and gently guide them forward without pushing for the sale.

This episode is your go-to for crafting clear, inviting, and customer-first brand touchpoints that turn curious browsers into long-term fans.

What we cover:

What “Spring” Looks Like in the Customer Journey – Awareness, curiosity, and early research before they ever click “buy.”

Why Discoverability and Trust Are Everything in This Season – And how to show up when your audience doesn’t even know they need you yet.

Tips for Service Providers, Course Creators and Membership Site Owners to Create a Standout First Impression

View the episode transcript here.

Where to from here?

Grab the State of the Customer Report FREE right here.

Generate 10 tailored-to-you survey questions FREE right here.

Join Retention Lab🧪, the community to help you build a signature customer experience that keeps people coming back, gets them talking and grows your business without you having to start from scratch every single month. Join here!

Find out how you can get my strategic customer experience brain on your brand here.

Check out my favourite CX tools and resources here.

😍 Love the show?

Hit subscribe or follow so you never miss a new episode.

Submit your question so I can answer it in an upcoming episode (or invite the perfect guest expert!).

Leave a positive review to help the show get found by more small business owners just like you. To leave a review:

👉 Find What Would They Do? on Apple Podcasts

👉 Scroll to ‘Ratings & Reviews’

👉 Tap on the stars to rate the show before writing a review

Post a screenshot with your key takeaway on your IG story and tag me @candocontent and #WWTDpod so I can repost your content.

In this guest episode, I’m joined by PR coach and visibility expert, Gloria Chou, to unpack how small business owners can leverage media features to build short-term visibility as well as long-term brand loyalty—without big budgets, agencies, or insider connections.

Gloria shares her signature CPR Pitching Framework, powerful free tools to find the right journalists, and mindset shifts that help you feel worthy of showing up in the media. Whether you’re brand new to pitching or ready to expand your visibility strategy beyond social media, this episode is your permission slip to get featured, and get remembered.

What we cover:

• Why PR Isn’t Just About “Being Seen” – And how it can become a sustainable loyalty and trust-building tool for your brand.
• Gloria’s Career Journey from Diplomat to PR Coach – Including how she cold-called the New York Times with zero connections.
• The CPR Pitch Framework That Gets Results – How to write a pitch that grabs attention.
• Free Tools to Find the Right Journalists – So you can save time and track down your next opportunity.
• How to Repurpose PR Features Beyond SEO – Including how to turn media mentions into nurture emails, sales assets, and trust-building proof points.

Connect with Gloria Chou:

FREE Masterclass: https://www.gloriachoupr.com/masterclass

Website: https://www.gloriachoupr.com

Instagram: https://instagram.com/gloriachoupr (DM Nadine for an extra freebie)

LinkedIn: https://www.linkedin.com/in/gloriaychou

Youtube: https://www.youtube.com/@smallbusinesspr

View the episode transcript here.

Where to from here?

Grab the State of the Customer Report FREE right here.

Generate 10 tailored-to-you survey questions FREE right here.

Join Retention Lab🧪, the community to help you build a signature customer experience that keeps people coming back, gets them talking and grows your business without you having to start from scratch every single month. Join here!

Find out how you can get my strategic customer experience brain on your brand here.

Check out my favourite CX tools and resources here.

😍 Love the show?

Hit subscribe or follow so you never miss a new episode.

Submit your question so I can answer it in an upcoming episode (or invite the perfect guest expert!).

Leave a positive review to help the show get found by more small business owners just like you. To leave a review:

👉 Find What Would They Do? on Apple Podcasts

👉 Scroll to ‘Ratings & Reviews’

👉 Tap on the stars to rate the show before writing a review

Post a screenshot with your key takeaway on your IG story and tag me @candocontent and #WWTDpod so I can repost your content.

In this episode, I answer a question from Caryn Gillen, business coach for coaches and my guest from episode 15, who recently launched a membership and wants to know:

“How do I keep members engaged and using the content that’s always available to them?”

It’s a common challenge: we create valuable membership libraries, but members forget what’s inside or never get around to exploring it. In this episode, I share practical, low-effort strategies to help you bring existing content back into the spotlight without adding more to your plate.

This episode is a goldmine for membership owners who want to reduce churn, increase member satisfaction, and make the most of what they’ve already created.

1. Why “Always Available” Can Become “Never Accessed” – How resource overload and busy lives like to get in the way.
2. The Role of Ongoing Onboarding and Strategic Touchpoints – Why helping members settle in isn’t enough.
3. How to Make Old Content Feel Fresh and Timely – From monthly themes to curated pathways and spotlights.
4. The Power of Context, Micro Wins, and Estimated Completion Times – How small tweaks increase click-throughs and completion rates.
5. Low-Lift Accountability That Doesn’t Drain Your Time – Rewards, recognition, and small moments of support that keep people coming back.

View the episode transcript here.

Where to from here?

Grab the State of the Customer Report FREE right here.

Generate 10 tailored-to-you survey questions FREE right here.

Join Retention Lab🧪, the community to help you build a signature customer experience that keeps people coming back, gets them talking and grows your business without you having to start from scratch every single month. Join here!

Find out how you can get my strategic customer experience brain on your brand here.

Check out my favourite CX tools and resources here.

😍 Love the show?

Hit subscribe or follow so you never miss a new episode.

Submit your question so I can answer it in an upcoming episode (or invite the perfect guest expert!).

Leave a positive review to help the show get found by more small business owners just like you. To leave a review:

👉 Find What Would They Do? on Apple Podcasts

👉 Scroll to ‘Ratings & Reviews’

👉 Tap on the stars to rate the show before writing a review

Post a screenshot with your key takeaway on your IG story and tag me @candocontent and #WWTDpod so I can repost your content.