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:Why psychological principles are important in crafting digital experiences What heuristics are and how companies can leverage them How heuristics are different from mental models 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:How strategies for running and optimizing social ads have changed Why influencers are still a big factor in social adsHow influencers can help smaller or newer brands How social shops are performing Why feeds are important in running social shopsIf 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:Why you need to refer to your data How to tailor messaging, design and user experience for both audiencesHow to prioritize audience segmentationHow to leverage menu navigation and landing pages for both audiencesIf 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:How to meticulously select marketing expertsHow to approach the use of AI and automation in marketingWhy you shouldn’t trust marketing collateralHow to find experts that align with your companyHow 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. 

Learn why the post-purchase phase is crucial in e-commerce. Explore customer feedback, psychological principles, and onboarding. Find out how it impacts future orders and get a sneak peek of Jon's upcoming book. Discover strategies for utilizing reviews, handling negative feedback, and enhancing the overall customer experience.

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:Why companies should consider leveraging Microsoft AdsWhat are some key differences between Microsoft Ads and GoogleWhat strategies to use when running campaigns in Microsoft Ads How Microsoft Ads differentiates itself from other platforms Which other platforms to consider outside of Google and Microsoft AdsIf 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:No to external automation -> Yes to platform automation You shouldn’t benchmark -> Multi-KPI benchmarking can provide great valuePull back on socials -> Platform shops are performing really well  Look at Google Analytics -> Try exploring other toolsTest everything -> Validate your decisionsFind 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:What ‘Behind the Click’ is aboutWhat heuristics are and why they’re importantHow to ethically use the insights and strategies in the bookWhat phases of the customer journey are included in the bookHow to write books effectively and efficientlyHow 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.

The podcast explores challenges with Google Ads due to the shift to GA4 and offers tips to turn things around. Topics discussed include optimizing tracking accuracy, leveraging product feeds, creating attention-grabbing titles, and achieving success with Google Ads through quality data and setting goals.

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:How to organize the data you’ve collected How to identify patterns and insights from dataHow to map data observations to areas of your business Which areas you can improve based on dataIf you have questions, ideas, or feedback to share, connect with us on LinkedIn. We're Jon MacDonald and Ryan Garrow.