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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 findings and insights from The Good's latest research report published in collaboration with Age of Majority.  Listen to the full episode if you want to learn: How to understand and engage adults 55+  Surprising (and unsurprising) insights about this group of shoppers How to build trust with Active Agers The best ways to connect and build trust  If you have questions, ideas, or feedback to share, hit us up on Twitter. We're @jonmacdonald and @ryangarrow.

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 if you want to learn: What is performance max in Google Ads and why you should take it seriously How it is different from the existing toolset, and what that means for your campaigns What advertisers need to be doing to prepare and take advantage of this new feature Informed predictions about the long-term impact of Performance Max If you have questions, ideas, or feedback to share, hit us up on Twitter. We're @jonmacdonald and @ryangarrow.

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) approach than programs built entirely on volume of tests. Listen to the full episode if you want to learn: Why, when it comes to testing and optimization, more doesn't always equal better What risks come along with high volume and high velocity testing How to know the difference between a good deal and a "too good to be true" deal How “rapid testing” is a similar, but better approach to optimizing your site If you have questions, ideas, or feedback to share, hit us up on Twitter. We're @jonmacdonald and @ryangarrow.

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 alike. There is a lot of reason to be pessimistic, but Ryan still has optimism about the rest of 2022, and he's here to explain his position. Listen to the full episode if you want to learn: What impact stimulus checks, inflation, and international conflict are having on brands Why poor year-over-year performance isn't the end of the world What has Ryan feeling optimistic about the back half of 2022 What you should be doing today to set yourself up for success If you have questions, ideas, or feedback to share, hit us up on Twitter. We're @jonmacdonald and @ryangarrow.

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 want to listen in to figure out which option is right for your business, and what you should do to get started. Listen to the full episode if you want to learn: How to know if you should be pursuing optimization or a redesign What considerations to keep in mind when redesigning your site What you should know before diving in to optimization The best step to take after you've made a decision between the two If you have questions, ideas, or feedback to share, hit us up on Twitter. We're @jonmacdonald and @ryangarrow.

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 takes to build a successful business along the way. Listen to this episode if you want to learn what building a home and building a business have in common, and maybe jot down a few tips from Ryan to prepare yourself for the day when you're ready to build your own new home. If you have questions, ideas, or feedback to share, hit us up on Twitter. We're @jonmacdonald and @ryangarrow.

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 improve discoverability with a large product catalog Whether you should race to take advantage of emerging ad channels How virtual/augmented reality may impact ecommerce behaviors If you have questions, ideas, or feedback to share, hit us up on Twitter. We're @jonmacdonald and @ryangarrow.

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 reach that coveted "1,000 customers" milestone for a new brand How to allocated your paid acquisition budget across multiple channels If you have questions, ideas, or feedback to share, hit us up on Twitter. We're @jonmacdonald and @ryangarrow.

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 optimization seriously. They also discuss the difference between traffic and qualified traffic, and what impact that has on CRO efforts. Listen to the full episode if you want to learn: How much traffic you really need to start optimizing Why many brands overestimate the quality and volume of their site traffic What counts as "qualified" traffic in terms of optimization What you should do if you're not getting enough qualified traffic If you have questions, ideas, or feedback to share, hit us up on Twitter. We're @jonmacdonald and @ryangarrow.

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 marketplaces to their growth strategy for 2022. Listen to the full episode if you want to learn: How big the opportunity for "marketplaces" really is What surprised Ryan and Jon about marketplace activity in 2021 How to determine if joining a marketplace is right for your brand What opportunities and challenges are on the horizon for 2022 If you have questions, ideas, or feedback to share, hit us up on Twitter. We're @jonmacdonald and @ryangarrow.

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 you want to learn: Why going "brand-first" is seldom the best approach What customers care about most when they visit your site How you can maintain strong brand positioning without losing sales How the most successful brands are balancing customer needs with company messages If you have questions, ideas, or feedback to share, hit us up on Twitter. We're @jonmacdonald and @ryangarrow.

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 attractive to brands right now How to set yourself up for success in 2022 and beyond If you have questions, ideas, or feedback to share, hit us up on Twitter. We're @jonmacdonald and @ryangarrow.

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 episode if you want to learn: The "Chicken or The Egg" challenge for SEO and CRO How active CRO tests might impact SEO efforts (& vice versa) What are the risks of running these campaigns in parallel? What most people are really worried about when they ask this question If you have questions, ideas, or feedback to share, hit us up on Twitter. We're @jonmacdonald and @ryangarrow.

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 to the full episode if you want to learn: What referral traffic is and how it is categorized in your website analytics Common issues with tracking referral traffic and how to fix them What referral traffic data can tell you about your marketing efforts How analyzing referral traffic can uncover ripe opportunities for growth If you have questions, ideas, or feedback to share, hit us up on Twitter. We're @jonmacdonald and @ryangarrow.

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 if you want to learn: What separates Rapid Testing from traditional CRO methods Which businesses are a good fit for Rapid Testing The benefits and challenges of implementing a Rapid Testing program What kind of results are typical of a successful Rapid Testing program If you have questions, ideas, or feedback to share, hit us up on Twitter. We're @jonmacdonald and @ryangarrow.

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 focus more time and energy elsewhere (Ex: Family) to get back toward a more "balanced" position. Similarly, a brand's allocation of resources across multiple traffic generation channels can (and should) ebb and flow over time. For example, if you continue to hammer on paid search long enough, you'll eventually run headfirst into diminishing returns. The world's most successful brands acknowledge this, and take a more balanced approach to driving leads to their site – and Ryan's here to help us understand how they do it. Listen to the full episode if you want to learn: Why balancing your traffic generation efforts is important The different types of channels you should consider investing in What a healthy allocation looks like for most brands How to know when you're over/underinvested in a specific channel If you have questions, ideas, or feedback to share, hit us up on Twitter. We're @jonmacdonald and @ryangarrow.

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 most of your spend toward acquisition and ignoring conversion or retention, you may want to listen in to get an outside perspective from two industry experts. Listen to the full episode if you want to learn: Why most brands fail to invest in CRO What information gaps or misconceptions hold them back What a reasonable testing and optimization budget looks like Why more traffic doesn't always equal more revenue Realistic expectations around cost, timing, and impact for a CRO program If you have questions, ideas, or feedback to share, hit us up on Twitter. We're @jonmacdonald and @ryangarrow.

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 campaigns. If you're worried about supply chain issues, record-breaking ad prices, or increased competition from big retailers, then you should listen to this. Listen to the full episode if you want to learn: What economic trends are influencing consumer behavior How to stay competitive as ad prices increase How to separate yourself from big box retailers like Amazon and Walmart Which strategies are going to drive qualified traffic to your site this year If you have questions, ideas, or feedback to share, hit us up on Twitter. We're @jonmacdonald and @ryangarrow.

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 a decade of experience optimizing sites for some of the world's most recognizable brands into a tight, actionable playbook you can read in a week. Listen to the full episode if you want to learn: How to build a culture of optimization inside your brand How to better undersand your customer's needs and challenges How to use psychology and research-driven design to convert more visitors into buyers How to protect your profit margin while chasing ambitious growth goals How to convert run-of-the-mill customers into raving fans If you have questions, ideas, or feedback to share, hit us up on Twitter. We're @jonmacdonald and @ryangarrow.

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 generation to conversion optimization and post-purchase support. Listen to the full episode if you want to learn: What you should be doing NOW to make the most of BFCM How to come up with a compelling offer Why holiday shoppers are different from your usual customers Why personalization might not skyrocket your sales, but segmentation could How to use cross-sells, upsells, and post purchase offers to maximize AOV If you have questions, ideas, or feedback to share, hit us up on Twitter. We're @jonmacdonald and @ryangarrow.