329: E-Commerce Traffic and Conversion Using Heatmaps and User Testing with Jon MacDonald

Jon MacDonald is President and Founder of The Good, a conversion agency that believes in removing bad online experiences so that only "the good" remains.

Jon and his agency prefers to work with e-commerce websites with at least 15,000 visitors per month. Their job is to remove barriers that web browsers experience. They come to a website with a specific paid or need, and they need to find the solution they're looking for in order to convert.

He installs simple tools (on any platform) to track cursor movements, clicks and scrolls to see where users navigate and uncover sales leaks. He combines that information with real live user testing to back it up, and then runs multivariate tests to improve conversions.

Podcast: Play in new window | Download (Duration: 32:29 — 29.7MB) | Embed

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Quotes:                                                                                                                                   

“Conversion rate optimization isn't about doing one thing to your site that will double your conversions overnight. You have to think of it like interest in a savings account—it compounds over time and continues to grow.” – Jon MacDonald

“Marketing is really just to get people to the website. Once they're there, the marketing has done its job. Now it's about serving the needs of the consumer once they're on your website.” – Jon MacDonald

“Usually, when price is a challenge, it means value is a challenge—it's not being articulated correctly.” – Jon MacDonald

Takeaways:

05:34 Marketing teams often create cluttered websites that fail to serve customer needs effectively.

09:30 Data-driven testing through heat maps and user testing can reveal hidden barriers to conversion.

16:11 Emphasizing product value is more powerful than offering discounts to increase sales.

22:46 Conversion optimization is an ongoing process that requires consistent small improvements over time.

25:34 Websites should function as sales tools, not just marketing platforms.

Resources

Podcast: Play in new window | Download (Duration: 32:29 — 29.7MB) | Embed

Subscribe: Apple Podcasts | Spotify | Amazon Music | iHeartRadio | Podchaser | RSS

Filed in: Archive 2: 2017 • Interview • Podcast • Traffic

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