Artwork for podcast The Conversion Show
Humanizing the Customer Experience to Drive More Conversions - with Jon MacDonald, President & Founder of The Good
Episode 630th March 2023 • The Conversion Show • Erik Christiansen, CEO & Co-Founder of Justuno
00:00:00 00:42:37

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Jon MacDonald knows a thing or two about Conversions. Founder and President of The Good, an e-commerce Conversion Rate Optimization agency, and author of Opting into Optimization, Jon sits down with Erik to talk about what's missing from most e-commerce marketing strategies: humanizing the website experience.

Jon and Erik talk through:

  • The laws of conversion optimization
  • Why it's so hard to optimize your own site
  • How to avoid disruptive website experiences
  • Treating website visitors like the humans they are
  • The art of retail
  • The importance of identifying your ICP (ideal customer profile)
  • Leveraging your customers' pain points in your optimization
  • What's missing from analytics
  • Adding value to drive conversions
  • Why e-commerce brands focus too much on driving traffic - and not enough on converting it

Host: Erik Christiansen -

Guest: Jon MacDonald -


The Good:




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