So, keep reading. <\/p>\n\n\n
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<\/figure>\n<\/div>\n\n\nLeader:<\/strong> Jon MacDonald <\/p>\n\n\n\n Role:<\/strong> President, Founder at The Good<\/p>\n\n\n\n Location: <\/strong>United States<\/p>\n\n\n\n Speaks about:<\/strong> Optimization \u2022 Digital Experience \u2022 Leadership \u2022 eCommerce Optimization \u2022 SaaS<\/p>\n\n\n As the founder and CEO of The Good, Jon has over 15 years of experience guiding reputed brands like Adobe, Nike, Xerox, and Intel in optimizing their digital experiences. His strategies have generated hundreds of millions in additional revenue for clients, making him a true expert in CRO, UX, and eCommerce.<\/p>\n\n\n\n Jon is also the author of three best-selling books and a sought-after keynote speaker at major events.<\/p>\n\n\n\n Reading this interview will give you access to invaluable knowledge and strategies from one of the top minds in the field\u2014don\u2019t miss out!<\/p>\n\n\n The more we optimize conversion rates, the more we realize that real, lasting gains require us to focus further back on the customer experience, beyond just conversion.<\/p>\n\n\n\n So many factors that affect conversion start way before a customer even begins to think about purchasing from you. Every element of your website tells the customer something about why they do or do not want to work with or buy from you. Or it confuses them enough to make them look somewhere else. <\/p>\n\n\n\n The key is to be able to recognize these moments along the digital journey and pinpoint what causes them at a deeper level. <\/p>\n\n\n\n We\u2019ve learned that we can\u2019t just tell companies what tactics to use, to fix their digital journey issues. We need to show why the issues occur, why that tactic might work, and explain the fundamental psychology behind that issue so their team can come up with a solution that works for their specific audience.<\/em><\/p>\n<\/blockquote>\n\n\n\n Realizing that online decisions are not just logical but heavily influenced by psychological factors, I wanted to bridge this gap. I did this by applying psychological principles to improve digital experiences. That led me to write my latest book, Behind The Click: How to Use the Hidden Psychological Forces That Shape Online Behavior to Craft Digital Journeys That Delight, Engage, and Convert.<\/em><\/p>\n\n\n Customers start their digital experience the moment they encounter your company or brand online. The goal of Digital Experience Optimization at The Good is to create an intuitive, cohesive path for customers to discover who you are\u2014and what you do\u2014to gather information, make a decision, and then convert.<\/p>\n\n\n\n So, it\u2019s about giving people the things they need, when they need them, to easily find the best product or solution for them.<\/p>\n\n\n\n It\u2019s both an art and a science at The Good. We uncover issues that customers face on a company\u2019s website or app, then use research, data, and several types of testing to create solutions with real, measurable results. <\/p>\n\n\n This comes back to heuristics, or mental shortcuts used to solve problems quickly.<\/p>\n\n\n\n Our brains are wired to take shortcuts and make quick decisions, so we are always looking for ways to do it more often. Unfortunately, a good number of those shortcuts lead to negative consequences.<\/p>\n\n\n\n But data has its own challenges, and it can often give you a false sense of correctness (see: peeking and the importance of statistical significance<\/a>).<\/p>\n\n\n\n So, it is indeed important to find the right balance between the two.<\/p>\n\n\n While A\/B testing is a common starting point, advanced testing methods can provide deeper insights. However, businesses often hesitate due to perceived complexity and resource investment.<\/p>\n\n\n\n As an agency, one challenge is demonstrating the value of these tests in terms of ROI. Presenting case studies<\/a>, like those found at The Good, can illustrate successful outcomes of advanced experimentation.<\/p>\n\n\n\n Additionally, educating clients on the broader scope of digital experience optimization, such as strategies from “The Ultimate Guide to Digital Experience Optimization”, helps highlight the benefits of comprehensive testing approaches.<\/p>\n\n\n\n Building trust through clear communication and demonstrating how advanced tests can address specific business goals is key to overcoming resistance and gaining buy-in.<\/em><\/p>\n<\/blockquote>\n\n\n\n Run advanced tests on forms, pricing strategies, checkout processes, search features, and more using VWO Testing – Server Side. Tailor test variations to meet your needs without disrupting user experiences. Plus, you can create custom metrics to optimize for and segment your audience using any custom data variables.<\/em><\/p><\/div><\/div><\/div><\/div>\n\n\n Testing is essential, but it must be strategic. Over-testing can dilute focus and resources, particularly for smaller websites.<\/p>\n\n\n\n Instead of extensive testing, websites can prioritize optimizing key areas with the highest impact on user experience and conversion rates. <\/p>\n\n\n\n Personalized user experiences, for instance, can significantly drive conversions without the need for constant testing.<\/p>\n\n\n\n Understanding and implementing foundational psychological principles, like those discussed in “How to Create a Personalized User Experience that Drives Conversions”, can guide enhancements without over-reliance on testing.<\/p>\n\n\n\n Additionally, ensuring accessibility, as highlighted in “Optimizing Accessibility for Ecommerce Websites<\/a>“, can improve user experience broadly.<\/p>\n\n\n\n Ultimately, focused improvements based on solid insights can be more effective than numerous tests.<\/p>\n\n\n We\u2019ve been using VWO for over a decade, and it has helped us offer a testing platform to folks without Fortune 500 budgets. Yet, it provides the feature sets our team requires to be successful.<\/p>\n\n\n The easiest way to lose is to focus on your competition. In business, competition either drives you forward or holds you back.<\/p>\n\n\n\n Several digital businesses spend a considerable amount of time, energy, and resources in assessing what their competitors are up to. But just by doing that, they give their competition the upper hand.<\/p>\n\n\n\n Your competitors aren\u2019t going to buy from you. Stop worrying about them. It doesn\u2019t matter what they are doing; it matters what you are doing.<\/p>\n\n\n\n Further, shy away from \u201cbest practices.\u201d Instead focus on where your customers are having challenges while looking to accomplish the only two goals they are at your site to accomplish: 1. to understand if your products\/services can solve their pain or need, and 2. to convert as quickly and easily as possible.<\/em><\/p>\n<\/blockquote>\n\n\n Yes! And I love to see the mindset shifting to learning. We have a saying at The Good: In testing, there are no losers, only learners.<\/p>\n\n\n\n Product and growth roles need to use optimization learnings as evidence to get ongoing leadership buy-in. Teams with strong buy-in from their leadership tend to foster a culture of optimization, get better budgets, and have the best results.<\/p>\n\n\n I\u2019d bet the number one provided answer to this question involves AI in some manner. But I think we\u2019re going to evolve back to involving the customer more directly in our optimization research and decisions.<\/p>\n\n\n\n The abundance of data available to digital marketers has turned customers into data points. I encourage digital brands to remember that just because they can\u2019t see the customer on the other side of the screen doesn\u2019t make those customers any less human.<\/p>\n\n\n\n The best way to understand those human customers is to understand what is going on in their heads while they are on the digital journey. Starting with data and AI loses a lot of the nuance that customer interaction provides.<\/p>\n\n\n To wrap things up, we hope you\u2019ve learned a lot from this blog and that your questions have been answered. <\/p>\n\n\n\n If you’re wondering how to identify these high-impact areas or implement the right frameworks, our blog<\/a> covers practical strategies and real-world examples that can guide your testing approach.<\/p>\n\n\n\nWhy should you read this interview?<\/strong><\/h2>\n\n\n
Insights from 15 years in optimization<\/strong><\/h2>\n\n\n
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Understanding DXO: Digital Experience Optimization<\/strong><\/h2>\n\n\n
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<\/figure>\n<\/div>\n\nGut instincts vs hard data\u00a0<\/strong><\/h2>\n\n\n
Challenges in implementing advanced experiments<\/strong><\/h2>\n\n\n
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Strategic testing for maximum impact<\/strong><\/h2>\n\n\n
Experience with VWO<\/strong><\/h2>\n\n\n
Common mistakes to avoid<\/strong><\/h2>\n\n\n
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<\/figure>\n<\/div>\n\nShifting to a learning mindset in experimentation<\/strong><\/h2>\n\n\n
![\"Shifting](\"https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2024\/10\/Shifting-to-a-learning-mindset.jpg\")
<\/figure>\n<\/div>\n\nAdapting to the future of CRO<\/strong><\/h2>\n\n\n
Conclusion<\/h2>\n\n\n
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