The Frictionless Experience Why Conversion-First Thinking Is Hurting Your Brand’s Future with The Good’s Jon MacDonald
22 snips
Jan 13, 2025 In this conversation, Jon MacDonald, the founder of The Good and author of "Behind the Click", dives into the pitfalls of conversion-first thinking. He emphasizes the shift from conversion rate optimization (CRO) to digital experience optimization (DEO), highlighting how brands can forge lasting relationships with customers. Jon shares actionable strategies to streamline user experiences, tackle annoying pop-ups, and understand consumer decision-making. His insights reveal the importance of an engaging customer journey over mere short-term gains.
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Don't Copy Competitors
- Don't blindly copy competitors; focus on your own audience's needs and preferences.
- Understand why you're making changes, not just that they're best practices.
Niche Focus
- Copying competitors can alienate potential customers who dislike those brands.
- Focus on your specific audience and their unique needs.
DXO vs. CRO
- Conversion Rate Optimization (CRO) is being replaced by Digital Experience Optimization (DXO).
- DXO considers the entire customer journey, not just the conversion point.