The eCommerce Marketing Podcast walks you through everything that goes into ecommerce marketing — from inbound marketing to paid advertising to conversions. Learn the strategies top marketing experts use to grow their businesses.
Marketing Strategies Revealed in this Episode:
- What is conversion rate optimization and why it is important
- In house vs. hiring an expert
- What conversion rate should a business strive for
- Examples of companies that have great conversion rates
- Is too much conversion rate optimization a bad thing?
Episode Title: Mastering Conversion Rate Optimization with Jon MacDonald
Guest: Jon MacDonald, Founder of The Good
In this episode of the eCommerce Marketing Podcast, host Arlen Robinson speaks with Jon MacDonald, the founder of The Good, a company specializing in conversion rate optimization (CRO). Jon shares his insights on the importance of CRO, how businesses can begin implementing it, and the impact it can have on e-commerce success. He also discusses common pitfalls businesses face and how to overcome them.
Key Takeaways:
- Introduction and Background (00:00:25):
- Jon MacDonald shares his journey from running an e-commerce development shop to focusing exclusively on conversion rate optimization for the past six years.
- Understanding Conversion Rate Optimization (00:07:00):
- CRO involves tracking every click and movement on a site to understand and improve the customer journey, ultimately helping more visitors convert into customers.
- The Importance of Clear Messaging (00:15:45):
- Companies often struggle to communicate their value proposition effectively. Jon emphasizes the need to address customer pain points clearly and directly.
- Case Study: Easton Baseball (00:24:00):
- By simplifying product descriptions and focusing on customer benefits, The Good helped Easton Baseball increase online revenue by over 240%.
- In-House vs. Outsourcing CRO (00:35:00):
- Jon discusses the pros and cons of handling CRO in-house versus outsourcing to experts, highlighting the importance of executive support and a culture of optimization.
- Setting Realistic Goals for Conversion Rates (00:45:30):
- There is no universal target conversion rate. Instead, businesses should focus on continuous improvement and iterative testing for long-term success.
- Avoiding Over-Optimization (00:55:00):
- While optimization is crucial, Jon warns against making too many changes at once. Businesses should prioritize high-impact areas and continuously gather data to guide decisions.
- Final Thoughts on CRO (01:05:00):
- Jon emphasizes that optimization is an ongoing process that should evolve with the business. Companies should aim for compounding growth over time.
Podcast Guest Info:
- Jon MacDonald
- Founder of The Good
Contact Information:
- Website: The Good
- Email: [email protected]
