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...

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...

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...

The digital journey doesn’t end at the checkout. Jon and Ryan discuss the importance of post-purchase optimization and the impact it has on growing an online brand. They share real-life examples and explain how to handle customer feedback, utilizing psychological principles and the significance of the post-purchase phase in driving future orders. Jon also offers a glimpse into his upcoming book, Behind The Click.  GET FIRST CHAPTER FREE AT: thegood.com/BTC Listen to the full episode if you...

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...

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...

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...

Jon and Ryan explore the challenges brought about by the shift to GA4 and how it has impacted Google Ads. Thankfully, there are some steps that companies can take in order to turn things around.  They explore the critical importance of feeding the right data into analytics and the impact of setting appropriate goals to stay ahead of the competition.  Listen to the full episode if you want to learn: What challenges companies are experiencing with Google AdsHow to leverage Google Ads PixelWhy...

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...

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...

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...

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...

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 –...

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: Why there is no...

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...

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: How brands can optimize their ROAS goals Why brands should consider...

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...

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...

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...

From struggling marketplaces to recent stock turmoil, Jon and Ryan explore the factors impacting traffic and sales in the ecommerce industry. They take a deep dive into how competition, economic factors, and changing consumer behavior are reshaping the e-commerce landscape.  In this week’s episode, they discuss powerful strategies for driving traffic and sales and how brands can leverage Google's algorithms to their advantage.    Listen to the full episode if you want to learn: How the...

It can be difficult to convince new customers to purchase from your site the first time they visit. Instead of driving traffic and new visitors to your site, why don’t you focus on the customers you already have? This week, Jon and Ryan share how you can leverage nine proven strategies to help you increase average order value. By improving the average order value of your website, you can grow your business without having to invest heavily in additional marketing and advertising.  Listen to...

Each holiday season is different, so how do you prepare for one? As a business, it’s important to use data-driven strategies and think creatively when planning for your holiday campaign. In this week’s episode, Jon and Ryan share a few ideas on how to think about the holidays and what you need to do to stand out from the competition.    Listen to the full episode if you want to learn: Why each holiday season is different How to define the holiday season How to use data to determine holiday...

Sharing winning tests isn’t just a way to celebrate success with previous clients. The patterns and insights from winning tests can offer a lot of ideas for other brands looking to improve their conversion rates and boost sales.  In particular, Jon and Ryan talk about three areas of a site that tests work really well in: category pages, social proof, and website copy.    Listen to the full episode if you want to learn: How personalization can improve category pages  Why you need clear and...

So much energy is focused on driving traffic to a site via different platforms, but Jon and Ryan share why email should be the most profitable traffic acquisition channel.  In this episode, they discuss how you can set up your account and create automatic email flows. Ryan puts emphasis on not buying your email list. They also dive into examples of automatic email flows, such as a welcome series or an abandoned cart email, before sharing 5 points to help you successfully scale your email...