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Get your free chapter of Jon’s book ‘Behind The Click’ here ➡️ thegood.com/btc

🗣 Hosts Lewis Smith and James Eardley are joined by Jon MacDonald, founder of The Good and author of "Behind The Click". 

With expertise in digital experience optimization, Jon has transformed businesses like Adobe and Nike. Jon shares insights into the importance of optimising the customer journey for e-commerce success.

👉 Do you know someone who would love this? Share this video ➡️ https://youtu.be/1QxhMLRKfpI?si=D8X7CGdbnqc-txbx

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Links and Resources Mentioned:

Get Shopify for £1 a month for 3 months: https://www.dropshipunlocked.com/shopify 

Get a free trial with a professional phone line: https://www.dropshipunlocked.com/circle 

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Key Takeaways:

★ Understanding Digital Experience Optimization: Digital experience optimisation encompasses refining the customer journey to enhance user satisfaction and drive conversions.

★ The Psychology Behind Online Behavior: Jon explores the hidden psychological forces shaping online behaviour and explains how understanding these principles can help businesses craft more engaging digital journeys.

★ Optimization Opportunities and Challenges: Common barriers faced by new e-commerce business owners include lack of optimisation knowledge and resources. Jon discusses how psychological principles can help address these challenges.

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Learn More:

 ➡️ When people are ready to create time and financial freedom for themselves, they visit - https://www.dropshipunlocked.com/free?el=blog-62-5x-shopify-conversions-jon-macdonald

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Topics Discussed:

In this episode of the Dropship Unlocked Podcast, Jon MacDonald emphasises the importance of digital optimisation in ecommerce, highlighting the need to understand the customer's digital journey and psychological forces that drive consumer behavior on websites. He stresses the importance of tracking data and following it, rather than relying on gut instincts or copying competitors, to truly optimise and stand out in a crowded market. MacDonald also discusses the need to simplify Shopify sites, focus on the customer's journey, and provide a seamless experience rather than solely optimising for conversion rates or using interruptive marketing tactics.

• 00:00:00 In this section, Jon MacDonald discusses the importance of digital optimisation in ecommerce, highlighting that many brands focus on the wrong metrics and neglect to consider the customer's digital journey. He emphasises that conversion rate is not the most important metric, but rather understanding why customers leave or stay on a website is crucial.

• 00:05:00 In this section, Jon MacDonald emphasises the importance of understanding the psychological forces that drive consumer behavior on websites, rather than simply relying on checklists of best practices or tactics. He argues that decisions online are heavily influenced by psychological factors, and that optimising digital experiences requires a deep understanding of these principles. MacDonald also stresses the importance of tracking data and following it, rather than relying on gut instincts or copying competitors, in order to truly optimise and stand out in a crowded market.

• 00:10:00 In this section, Jon MacDonald discusses the importance of simplifying a Shopify site to avoid choice overload and decision fatigue, which can cause customers to close the site and never return. He emphasises the need to understand human psychology and the customer's perspective, and to provide a clear and intuitive path for customers to find what they need and convert.

• 00:15:00 In this section, Jon MacDonald emphasises the importance of focusing on the customer's journey before conversion, rather than solely optimising for the checkout or conversion point. He suggests that many companies miss out on opportunities to influence the customer's decision-making process earlier in the funnel, and that optimiswing for conversion without considering the customer's needs and preferences can lead to a high bounce rate.

• 00:20:00 In this section, Jon MacDonald discusses the importance of focusing on the right metrics in digital experience optimisation rather than just conversion rate. He argues that conversion rate is not the most important metric, and that brands often focus on vanity metrics like time on site, which can actually be a negative indicator of customer satisfaction. MacDonald also highlights the common barriers that brands put in the way of customers, such as pop-ups and interruptive marketing, which can deter customers from completing their goals and can be seen as a form of self-sabotage.

• 00:25:00 In this section, Jon MacDonald discusses the limitations of using pop-up forms to collect email addresses on Shopify websites, highlighting that they often attract annoyed or unengaged customers who may not be valuable to the brand. He argues that instead of interrupting the customer journey, brands should focus on providing a seamless experience and meeting customer expectations, particularly in the post-purchase phase, by addressing common questions such as whether their expectations were met, whether the product worked as expected, and whether they would recommend the brand to others.

• 00:30:00 In this section, Jon MacDonald discusses the importance of post-purchase communication with customers, highlighting that many brands ask for reviews too early in the process, which can lead to poor reviews and a negative customer experience. He emphasises the need to focus on the customer journey and provide a seamless experience, rather than solely focusing on conversion rates.

• 00:35:00 In this section, Jon MacDonald discusses the importance of understanding customer behaviour on a website, particularly in terms of conversion rate optimisation. He recommends using tools such as Hotjar, Microsoft Clarity, and Lucky Orange to gain real-time insights into how visitors interact with a site, including where they move the mouse, what they hover over, and what they click on.

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