BI 250: How Jon MacDonald Helped Bell Helmets to Achieve a 143% Increase In eCommerce Revenue

My guest on the show today is Jon Macdonald, CEO of The Good, a Conversion Rate Optimization (CRO) Agency.

Did you know that 98% of your website visitors won’t buy from you today? If you are frustrated with abandoned carts, paying for traffic that isn’t converting, and overall poor eCommerce performance, then you are going to love today’s episode. In it, Jon and I talk our way through a case study that resulted from the work that his firm did with Bell Helmets.

After a complete site redesign, Bell quickly realized they had a big problem because conversions on the new design were worse then before, so they brought in Jon’s firm to help them diagnose – and then ultimately solve – the problem, which at the end of the day resulted in a 143% increase in eCommerce revenue.

Questions Asked During the Interview

Who are you and what do you?
What is CRO and how do you define it?
Can you tell me about a small to mid-sized brand that you worked with and what you accomplished with them?
What are the two main things a consumer is looking to do on a brand’s site?
After Bell redesigned their site, what happened to its performance?
What was the first step you took in trying to fix this issue?
What is the conversion growth program?
What types of data should brands be collecting?
How do heat maps and analytics play a role in your analysis?
Which tools are you using for heat maps and analytics?
How does user testing play a role?
Which platforms do you use for user testing?
What are you trying to learn from user testing?
Why is it so important to bring consumers into the discussion early on?
How does A/B testing play a role?
What does the A/B testing plan and road map look like and how long does it last?
What tools do you use for A/B testing?
When should a brand undertake CRO?
How can your customer service team help to improve conversions?
What are the 3 different types of data that we should be paying attention to?

Want to Discover Even More Bright Ideas?

Today’s Guest

Jon MacDonald is president and founder of The Good, a Portland, OR, based conversion rate optimization firm that has achieved results for a variety of clients including Adobe, Nike, Xerox, and many more. In addition, he regularly contributes content on conversion optimization to publications like Inc., Entrepreneur, Optimizely, and others. Jon knows how to get visitors to convert into customers.