What’s In It for Me? Understanding the Present-Day Consumer With Guest Jon MacDonald

In this episode of "The Conversion Show" podcast, Erik Christiansen welcomes back Jon MacDonald, President & Founder of The Good, and author of "Behind the Click".  Erik and Jon discuss digital experience optimization and e-commerce sales conversion strategies. They also highlight ethical marketing practices, understanding consumer psychology and behavior, and how staying attuned to consumer needs and preferences is essential for success. Jon also shares a discount code for his book "Behind the Click," plus a chance to get a signed hard copy.

Erik and Jon discuss:

• “What’s In It for Me?” consumers seek relevance and authenticity in return for their loyalty.
• Experience optimization vs. digital experience optimization.
• The magic of free shipping.
• Investing in customer experience beyond just conversion.
• Why do some shoppers abandon their carts? And what can you do about it?
• Test, test, test, learn, repeat.

Host: Erik Christiansen, CEO of Justuno

Guest: Jon MacDonald, President & Founder of the good

Get a copy of Jon’s book, Behind the Click, and use code “btcpodcast50”  for 50% off. Plus, get your hard copy of Behind the Click signed by Jon Macdonald send an email to ([e-mail]) or message Jon or Erik on LinkedIn.

Transcript:

Erik  00:00:50

Welcome to the conversion show. Today we have our longstanding guest, Jon MacDonald from the good. Welcome, Jon.

Jon 00:00:58

Thanks for having me once again.

Erik 00:01:01

So Jon's just come in fresh off his his recent book tour. What is a digital book tour?

Jon 00:01:07

Yeah, right, have something printed in analog and then do all the promotions digitally. That's pretty much what I've done. Although I had I did get one speaking engagement out of it, that I did in person. that specifically approached because of the book. So, yeah, that was in person. That was analog. And yeah, really excited about how how the launch has gone.

Erik 00:01:30

It's really the podcast tour these days.

Jon 00:01:33

More than anything. and it's so easy, right, to to just hop on for a half hour, an hour, have a great conversation and reach hundreds of people. it's it's hard to do that from the convenience of of your office on a daily basis.

Erik 00:01:48

So anyone that doesn't know, Jon, look em up on LinkedIn. Jon McDonald. We'll drop a link here. Jon is one of our closest conversion allies here in the in the industry. Jon is is out there, building programs, working with working with clients to ensure they optimize their digital experiences to convert. I was catching up on the good.

Erik 00:02:14

I notice you have the digital experience optimization program, which as I run through it, it's, you know, if I was running, a retail business, any sort of business with a website, you would be the first person I call.

Jon 00:02:31

I hear that sounds a lot coming from you.

Erik 00:02:33

Yeah. Well, so, we'll drop the link to this, too, and we'll actually going to touch on some of this stuff today for the audience. What we're talking about today. What is it? July 17th, 2024 is really, you know, Jon and I catch up every quarter. And today we're going to be talking about what's top of mind inside the walls at...