Drive and Convert

How does one break down optimization into some key principles? In episode #24, Jon started talking through his eight laws of conversion. The first four were: It's hard to read the label from inside the jar. People come to your website for only two reasons: to purchase, or to research. Your goals are aligned with customers, both of you want a conversion. Competitive research is not data. Today, Jon...

As business owners, we’re always worried about missing out. Many businesses owners we talk with seem to regularly have FOMO (fear of missing out) when it comes to marketing: Are my goals right? Was optimization right? Was there an area of the market I didn’t pay attention to? During holiday periods, which is when we are recording this, everything is intensified and I find most business owners are...

Today, is the first in a two part series about the first four principles of the world of Conversion Rate Optimization. What are these fundamental truths, and how can I break down optimization from a high level to not focus so much on the tactics? Everybody goes directly to the tactics, but what are the overarching things that a brand needs to know and be thinking about? Today, Jon breaks it all do...

It's hard to talk about E-commerce and driving traffic without thinking about Amazon. How do you find new customers there? Should you run on ads on Amazon? Ryan has the answers! For help with your Amazon Advertising: https://www.logicalposition.com/amazon-advertising-management

There are seven different types of people that you're going to find coming to your site. And if you can understand who these people are in each one of their buckets, you're going to be able to help each one of them convert because they're all going to look at your site a little bit differently. So how do we understand who they are? And what do we need want to know how do we convert these people? J...

With Cyber Week just in the rear view mirror, we’ve got a lot of questions for Ryan...Outside of revenue, how does a brand know if they were successful for Cyber Week? How do they know if money was left on the table? Or their goals were misaligned? What were the common missed opportunities in search engine marketing? What does a brand’s data say about their Cyber Week performance? When a brand loo...

Psychology plays an important part in business no matter what business you’re in or how you’re getting sales. The best tactics to convince us to spend money are the ones we’re not aware of. Retail stores have been using music, scents, and merchandising to get us to spend more money for decades if not centuries. Those tactics online now have a name and its Dark Patterns. Jon explain just what Dark...

Most online businesses are hooked on traffic. It's like a drug –– they think if they just get more traffic, all their problems go away. Because traffic equals sales, right? On the surface that seems right, but Ryan is here to dig deeper, and explain why that isn’t the whole story. TRANSCRIPT Jon Macdonald: There's a common saying that there are only three ways to increase the revenue of an online...

It seems most brands are using email popups on their website. Today Jon dismantles this practice with passion, explaining why they're bad for everyone, and offering better alternatives. TRANSCRIPT: Ryan: Jon, we've spoke together quite a few times around the country, and then recently just around the internet, since we can't leave our houses. And almost every time we talk, you ruffle quite a few f...

We know that internet traffic doesn't operate in silos. No matter what method you are using to drive traffic and sales, there's always going to be a halo effect. Today Jon and Ryan chat about Google Shopping, but more specifically the effect it has on other channels. TRANSCRIPT: Jon: Hey, thanks for listening to Drive and Convert. Before we jump into this episode, just wanted to take a quick secon...

So many Ecommerce stores offer discounts. Should you? Today Jon breaks down why discounts are probably doing more harm than good for your brand, and offers some better alternatives. The Essential Guide to Ecommerce Sales Promotions [78 Tactics] : https://thegood.com/insights/essential-ecommerce-promotion-guide/ TRANSCRIPT: Ryan Garrow: Jon, I come across this all the time, and I found myself accid...

Google recently dropped all commission fees on their "Buy on Google" platform. On the surface-level this seems like a very intriguing offer. But Ryan here is to explain why "Buy on Google" may not be the best thing for your brand. TRANSCRIPT: Jon: Ryan, a few days ago, I sent you an article I read about Google's Buy on Google program and how they were dropping all commission fees for their sellers...

How can you prepare your businesses for operating in a future that has yet to be determined? Today, Jon explores the future of CRO. With such a high volume of transactions happening on Amazon and Shopify are we nearing the end of incremental improvement from CRO? For help with your CRO visit: https://thegood.com/ TRANSCRIPT Ryan: All right, Jon, as a business owner and strategist, I'm constantly t...

Today, Jon asks how to determine what your SEM budget should be...and Ryan explains why the answer may actually be to have no budget at all For all your digital marketing needs: https://www.logicalposition.com/ TRANSCRIPT: Jon: It's a common question that I hear quite a bit. "How much should I be budgeting for search engine marketing and how do I even forecast what I should be spending?" Well, sec...

In every business there are tools specific to that industry or type of business that will help them grow. Ecommerce is no different. CRO is one of the most important tools to grow an Ecommerce business. Today, Jon dives into the role CRO plays in Ecommerce businesses. For help with your CRO: https://thegood.com/ TRANSCRIPT: Ryan: Oh Jon, most people start businesses because they've got skills, kno...

There are so many folks selling “search engine” services these days. And a lot of that is “snake oil” –– especially when you talk about “search engine optimization” or SEO. And this no doubt bleeds over into the SEM – or “search engine marketing” field too. Today Ryan unpacks just exactly why SEM is so hard to do yourself. For help with your SEM: https://www.logicalposition.com/ TRANSCRIPT: Jon: T...

Today Jon takes a look at how to improve your category pages on your website. He'll explore what you should know about headers, footers, navigation, bread crumbs, and more! For help optimizing your category pages: https://thegood.com/ TRANSCRIPT: Ryan: Hello Jon, and welcome to the podcast. Ryan: I was digging through one of our shared clients analytics, and this is a rather large international br...

Most Ecommerce brands are starting to feel like they can’t beat Amazon and thus, they must join them. Ryan unpacks the benefits of joining Amazon and the things you need to watch out for if you do. TRANSCRIPT: Jon: So, Ryan, we've all heard the old adage, "If you can't beat them, join them." Right? Ryan Garrow: Mm-hmm (affirmative). Jon: So from what I hear on a daily basis in the conversion optim...

Ryan unpacks the different social media platforms and how you can use them to sell your product. He explains where you should start and then where you can test the waters next. Jon and Ryan also provide an update about what you need to know about the recently released Facebook Shops. TRANSCRIPT: Jon: Hey everybody, just a quick note before we jump into this episode, we recorded this episode on Sel...

Jon explores the nuances of CRO and explains why it can be so difficult to take a DIY approach with it. He also offers a few tips for those just starting out to improve your CRO without spending a whole lot. [The Mom Test book]: ( https://www.amazon.com/Mom-Test-customers-business-everyone/dp/1492180742/ref=sr_1_1 ) For more CRO help visit The Good: https://thegood.com/ TRANSCRIPT: Ryan: Hello, Jo...

Ryan explores whether you should or shouldn’t use PPC automation tools to assist you in your paid search efforts. The answer isn’t so simple. For all your PPC needs check out: https://www.logicalposition.com/ What's covered today: What is PPC Automation? Should we use it? What are the benefits to Automation tools? What are the drawbacks to Automation tools? TRANSCRIPT Jon: All right, Ryan. Today w...

Jon dives into why Conversion Rate Optimization doesn’t stop after the purchase and the different points after-purchase that you need to optimize in order to drive higher revenues. Link: The Essential Guide to Ecommerce Sales Promotions (In this article, #51-78 are focused on promotions you can run that aren't discounts) Outline: First, Jon cover’s different points after purchase that CRO can have...

Ryan is excited to dive into the often overlooked remarketing options for re-engaging those prospects who don't convert on their first visit to your commerce website. Contact Logical Position for remarketing needs at https://www.logicalposition.com/contact . Reach out to Ryan Garrow on LinkedIn: https://www.linkedin.com/in/ryangarrow/ Transcript JON MACDONALD: Ryan, good to talk to you again. Toda...

As the coronavirus pandemic is changing the game for businesses around the world, Jon and Ryan offer some timely advice on what you can do to propel your ecommerce business forward instead of just sitting on the sidelines. TRANSCRIPT RYAN GARROW: Jon, we are all working from home, because there's a virus running around the country, scaring us but also driving us to be safe and do different things....

Jon outlines what businesses should be paying attention to as they begin the CRO process, in order to make sure your commerce website's revenue continues to grow over time. TRANSCRIPT RYAN GARROW: Jon, usually my goals are around revenue, new clients, employees, you name it, but as a sub-point of some of my goals I find myself penciling in a line that's usually says something around improve websit...