Feeds are everywhere: Google, Bing, Walmart, Amazon, Facebook, Instagram. Anytime you see a product image and a price on some sort of app, it's probably coming from a feed. And even though they've been around for a while, it's more important than ever to understand how you can use them to your advantage. With so much automation in the marketing world, some campaign details are out of our control. But, you can still optimize the inputs to a feed and that can be the difference between a shopper cl...
Oct 11, 2022•22 min•Ep. 66
Getting others to promote your brand is infinitely more effective than promoting yourself. Face it, the glowing recommendation from a friend might be the only thing to convince brand loyalists to try a new product. In this episode, Ryan and Jon talk about why social proof is one of the most powerful tools of persuasion sellers can employ and how to use it to improve your conversion rate. Listen to the full episode if you want to learn: Why social proof is so effective Different types of social p...
Sep 27, 2022•35 min•Ep. 65
Google is always changing, so why is the news about Performance Max Campaigns any different? In this episode, Ryan and Jon talk about the massive changes in Google Ads that are coming over the next few weeks. They cover the importance and scale of this particular update and why it matters to you. Listen to the full episode if you want to learn: What advertisers should be thinking about as they switch to Performance Max The results brands can expect from the new campaign type How to prepare for t...
Sep 13, 2022•29 min•Ep. 64
There is one major driver of successful and innovative companies: experimentation culture. It begins with a willingness to ask the right questions and stay humble about the answers – data will drive your decision-making, not opinions. But, it's easier said than done. In this episode, Ryan and Jon cover the proven steps you can take to build a culture of experimentation in your own company and share examples of brands already putting the steps into action. Listen to the full episode if you want t...
Aug 30, 2022•29 min•Ep. 63
Most brands are already deep into their holiday planning, and there is some really fascinating data that Ryan is seeing from Logical Position clients that's driving Q4 strategies. But, there is still so much unknown. How will a second Amazon Prime Day impact the holiday season? What about all the ecommerce buzz around selling at Walmart? Are there still supply chain issues or do some brands actually have too much product? In this episode, Ryan and Jon talk about how Amazon's "most successful pri...
Aug 16, 2022•30 min•Ep. 62
One of the largest groups of online shoppers often surprises brands and marketers... adults over 55. While it's a mistake to ignore this key group of shoppers (and their disposable income), it's also tough to connect with them when there's a lack of understanding around their needs and habits. So, to fill that gap, the Good surveyed Active Agers on a large variety of ecommerce practices, attitudes, and their general outlook on digital commerce. In this episode, Ryan and Jon talk about the findin...
Aug 02, 2022•28 min•Ep. 61
Soon enough, Google will be launching its new Performance Max campaign option. The addition has received mixed reviews from agencies and in-house teams alike, but ad managers will need to find a way to adjust their strategies in this new environment. In this episode, Ryan and Jon provide a detailed overview of what Performance Max offers, how it fits into the existing set of tools and tech and what acquisition teams should be doing to prepare for the upcoming launch. Listen to the full episode i...
Jul 19, 2022•22 min•Ep. 60
A lot of CRO firms try to close a deal with an ecommerce brand by promising them that they will run “hundreds of tests,” sometimes over the course of just a few weeks! While that sounds like a great bang for your buck on the front end, it's probably not the best option for your company long-term. In this episode, Ryan and Jon talk about the perils of high volume or high velocity testing programs. They also revisit the concept of "rapid testing," including why it's a different (and better) approa...
Jul 05, 2022•22 min•Ep. 59
There are a lot of companies right now that are seeing poor year-over-year performance in their traffic and sales data. On top of that, there is international conflict in Ukraine and signs of an impending economic downturn. Some industries are being hit harder than others, but there are plenty of brands that are feeling anxious – and rightfully so! In this episode, Ryan and Jon talk about the current macroeconomic trends and how they are influencing the behaviors of both consumers and brands ali...
Jun 21, 2022•20 min•Ep. 58
Marketing leaders love to redesign websites. Putting a fresh coat of paint on your brand's online presence feels like a meaningful project to undertake. It certainly is a significant effort, but it isn't always the best decision if you're goal is to improve your sales performance. In this episode, Ryan and Jon talk about how to know if your brand should invest in a full-scale redesign or commit to an ongoing testing and optimization program. There are merits and flaws to each approach, so you'll...
Jun 07, 2022•24 min•Ep. 57
Once the excitement of the "shopping phase" dissipates, building a new home can be a taxing experience. There are often challenges with supplies, logistics, team members, timeline, budget, and a host of other variables that make the ordeal more stressful than anticipated. Ryan is currently living through this experience, and although going through life with a spouse and four kids all living in a barn while their home is being built, he's managed to learn a few important lessons about what it tak...
May 24, 2022•27 min•Ep. 56
In this episode, Ryan and Jon continue experimenting with a "mailbag" format, where they answer questions that were submitted directly by Drive & Convert listeners. The conversation covers a wide range of topics, which makes it the perfect listen for a dog walk, office commute, or spin bike session. Listen to the full episode if you want to learn: How to allocated paid acquisition spending across channels Whether to sell pre-selected bundles or allow customers to build their own How to impro...
May 11, 2022•35 min•Ep. 55
In this episode, Ryan and Jon experiment with a "mailbag" format, where they answer questions that were submitted directly by Drive & Convert listeners. The conversation covers a wide range of topics, which makes it the perfect listen for a dog walk, office commute, or spin bike session. Listen to the full episode if you want to learn: How to drive traffic in a world where privacy provisions are ever-increasing Whether you should focus your optimization on your desktop or mobile site How to ...
Apr 26, 2022•31 min•Ep. 54
Most business leaders understand that you need a significant amount of traffic to run an optimization program that gets results. However, having 100,000+ sessions per month doesn't necessarily mean that your site is ready to optimize with 100% confidence. Not all traffic is created equal, and you have to attract the proper quality and mix of traffic to stand up an optimization program that gets results. In this episode, Ryan and Jon talk about how much traffic a brand needs to start taking optim...
Apr 12, 2022•29 min•Ep. 53
Marketplaces like Amazon and Walmart can be a polarizing topic in the ecommerce space. Some folks swear by them as one of the most effective "growth levers" you can pull, while others contend that what you're required to give up in exchange for access to marketplace customers means that the "juice isn't worth the squeeze." In this episode, Ryan and Jon assess the current landscape around marketplaces and provide a balanced recommendation for ecommerce brands who are considering adding marketplac...
Mar 01, 2022•29 min•Ep. 52
In this episode, Ryan and Jon talk about how too many ecommerce brands lead by sharing information about their company, their team, or their mission before they tell a prospective customer how they can help solve their problems or address their needs. You don't need to sterilize your brand or devolve into some kind of faceless, robotic corporation, but there is a way to serve customer needs first while still sprinkling in some of your brand's distinct personality. Listen to the full episode if y...
Feb 15, 2022•27 min•Ep. 51
In this episode, Ryan and Jon talk about the patterns and trends they saw related to traffic generation in 2021. They also cover some of the expectations they have for traffic acquisition this year and how brands can put themselves in a position to take advantage of those market dynamics. Listen to the full episode if you want to learn: What traffic generation strategies did/did not work in 2021 What emerging trends or technology will impact acquisition in 2022 What channels look particularly at...
Feb 01, 2022•30 min•Ep. 50
The name of this show is Drive and Convert for a reason. At its core, online business is about driving traffic to your site and then converting that traffic into customers using an outstanding product, engaging copy, and intuitive design. In this episode, Ryan and Jon talk about the relationship between SEO and CRO, including how business owners should be thinking about balancing their efforts between attracting websites visitors and converting those visitors into buyers. Listen to the full epis...
Jan 18, 2022•19 min•Ep. 49
Most marketers are used to digging around in Google Analytics to review their website traffic from organic search, social media, and email marketing, but far fewer dedicate time to analyze their referral traffic – often to their own detriment. In this episode, Ryan and Jon talk about referral traffic as one of the most commonly misunderstood traffic sources and highlight why failing to dig deeper into the quality and sources of your website referrals could mean leaving money on the table. Listen...
Jan 04, 2022•22 min•Ep. 48
Traditional conversion rate optimization is built around achieving statistically significant results through a combination of research and testing. It can be expensive and time-consuming, but it also carries a >90% confidence level. In this episode, Ryan and Jon talk about the merits and challenges of another optimization approach known as Rapid Testing. It requires less time, traffic, and resources, but also provides less confidence in the efficacy of the results. Listen to the full episode ...
Dec 21, 2021•25 min•Ep. 47
It's not uncommon to hear the phrase "work/life balance" thrown around in a business setting. It's usually brought up by well-meaning managers who want to make sure their team is protecting the time and the space to be successful outside of the office as well. In this episode, Ryan and Jon talk about how work/life balance doesn't always translate to a true 50/50 split. Instead, it usually requires investing heavily in one area of life (Ex: Career) for a period of time, and then slowing down to f...
Dec 08, 2021•34 min•Ep. 46
Fill a room with 100 ecommerce managers and ask them where they are investing their time, energy, and resources to try and hit their growth goals. Chances are, most of them will check the box for Paid Ads, Influencer Marketing, or SEO...but far fewer will have a strategy for conversion rate optimization. In this episode, Ryan and Jon review the most common reasons why ecommerce brands don't invest in CRO, and why that might be holding them back from reaching their potential. If you're directing ...
Nov 23, 2021•32 min•Ep. 45
The 2021 holiday season is here, but recent events have made it so that paid acquisition can no longer be considered the "easy button" when it comes to attracting potential buyers to your store. As a result, many brand owners are scrambling to figure out how to generate site traffic effectively and affordably. In this episode, Ryan and Jon talk about the macro trends that are going to influence consumer behavior and what savvy brand owners should do to make the most out of their holiday campaign...
Nov 09, 2021•24 min•Ep. 44
With the explosion of direct-to-consumer online retailers, things have been heating up in the ecommerce industry. The differentiators of yesterday have become table stakes for modern brands – those that want to defend their position or gain market share will need to level up from foundational practices to advanced tactics. In this episode, Ryan and Jon talk about Jon's second book, Opting In To Optimization and review some of the key concepts that are covered inside. The book condenses more than...
Oct 26, 2021•27 min•Ep. 43
Believe or not, the 2021 holiday season is right around the corner, and it's shaping up to be another big year for ecommerce brands. Hopefully your preparation is well underway, but there is still time to take steps that will help you make the most of the extra attention and higher purchase intent. In this episode, Ryan and Jon talk about what brands should be doing NOW to set themselves up for a successful holiday campaign. You'll have a playbook for locking down everything from traffic generat...
Sep 28, 2021•30 min•Ep. 42
For many brands, Search Engine Optimization (SEO) is a lot like eating right and exercising regularly. You know that you SHOULD be doing it. You know that it has lots of benefits over the long term. But it's still difficult to find the time to make it happen on a regular basis. In this episode, Ryan and Jon talk about when brands should start taking SEO seriously, as well as what they should be doing to make the most out of their efforts and what they can expect to get as a return on their inves...
Sep 14, 2021•24 min•Ep. 41
Many brands default to discounting as the "easy button" for juicing their online sales, but doing this too often can put you on a price-cutting hamster wheel that is increasingly difficult to get off of. In this episode, Ryan and Jon talk about the psychology behind discounts, why they are so attractive to consumers, and how you can achieve similar results with alternative strategies that don't undermine the value of your products or position you as a "bargain brand." Listen to the full episode ...
Aug 31, 2021•27 min•Ep. 40
There's currently lots of frustrations in the E-commerce world around ad performance. What we all expected to happen in 2021 is not happening. Cost per click is up, sales have dipped, and the data is telling us that there is a lack of volume of sales –– but is this just poor advertising channel performance? Or is this pandemic hangover as more folks rush back to retail? Today, Ryan and Jon unpack these questions.
Aug 18, 2021•25 min•Ep. 39
Clients at The Good are interested in how firms like Logical Position are still getting results for their clients –– and why optimization is more important than ever to make the most out of the traffic they’re already getting. The challenge I’ve seen, and I’d like to address today, is that I haven't seen anybody really talking about optimization when it comes to iOS15 updates. And that's what Jon and Ryan focus on today.
Aug 03, 2021•21 min•Ep. 38
Today we're tackling the hot topic of Facebook and how Apple's ios 14 update has affected its performance. Based on analytics, it appears like the data might be going in a negative direction, and many people are jumping ship to other platforms. But should you? Today Ryan tackles the question of whether you should be re-directing Facebook traffic to other platforms.
Jul 20, 2021•25 min•Ep. 37
