Conversion Optimization Secrets for Digital Journeys | Jon McDonald from The Good

Ernesto Quezada: Pathmonk is the intelligent tool for website lead generation. With increasing online competition, over 98% of website visitors don’t convert. The ability to successfully show your value proposition and support visitors in their buying journey separates you from the competition online. Pathmonk qualifies and converts leads on your website by figuring out where they are in the buying journey and influencing them in key decision moments. With relevant micro experiences like case studies, intro videos, and much more, stay relevant to your visitors and increase conversions by 50%. Add Pathmonk to your website in seconds. Let the AI do all the work and get access to 50% more qualified leads while you keep doing marketing and sales as usual. Check us out at pathmonk.com. Welcome to today’s episode. Let’s talk about today’s guest. We have Jon, president, founder, and CEO at The Good. How are you doing today, Jon?

Jon MacDonald: Doing great. How about yourself?

Ernesto: I’m doing great. Thank you so much for asking. Well, Jon, I’m sure our listeners are tuning in, wondering what The Good is all about. So, in your own words, tell us a little bit more.

Jon: The Good is a digital journey optimization firm. We help brands better understand their consumers and use that data to improve the digital experience folks are having, generally on their website. Once someone gets to your site, we help them accomplish their goals, which we’ve found over 15-plus years are really just two things: to understand if you can solve their pain or need and, if so, to convert as quickly and easily as possible. We aim to help brands understand their consumers’ pain points, clearly communicate alignment, and streamline the conversion process.

Ernesto: Definitely important. I love that as well here with Pathmonk. So that way, our listeners get a good understanding of The Good, Jon, what would you say is the key problem that you solve?

Jon: I think there’s a big challenge where brands have a hard time reading the label from inside the jar. What I mean is they’re too close to their websites. They know their product inside and out, and they’re often the ones designing the website or shaping the user experience. The problem is they don’t fully understand what the experience is like for the consumer. We work to elevate the consumer’s voice, ensuring their challenges and preferences are addressed.

Ernesto: Important. So, is there a specific vertical or segment? What’s the ideal ICP for The Good?

Jon: We have two ICPs. One is e-commerce brands typically doing at least $15 million a year in online revenue—though we prefer closer to $50 million. The second is larger SaaS brands. We’ve worked with brands like Nike, Xerox, and Adobe, and we overhauled The Economist’s paywall. If you’ve ever gone to The Economist’s site and hit their paywall, that was us. So, our ICP includes any business looking to improve the digital experience and has a conversion point tied to additional revenue.

Ernesto: Definitely important. How would someone typically find out about The Good? Is there a top client acquisition channel for you?

Jon: I like to call it expertise-based marketing. It’s difficult to tell someone they have a digital journey issue or a conversion challenge. Brands usually know when they have a conversion issue—whether they’re unhappy with their rates or facing external pressure from higher-level execs. When they search for solutions, we want to be the first thing they find. We accomplish this by producing tons of helpful content. I believe in giving away our thinking unless it’s specifically applied to a brand or challenge. I’ve authored three books, all bestsellers on Amazon. These books detail everything we do, but they often lead readers to realize it’s more complex than they expected, so they hire us to help.

Ernesto: That’s a solid approach. For our listeners, you can check them out at thegood.com. What role does the website play for client acquisition?

Jon: The website is key for validation. If someone finds us through search, LinkedIn, or a referral, I want them to clearly see that we’re experts. This is achieved through case studies, insights, and original content. We write at least 2,000 words of content each week on topics we engage with clients on. Our site is both a resource and a validation tool.

Ernesto: Great to hear. Are there any tools, tips, or methods you’d recommend for website lead generation?

Jon: Writing and sharing your thinking is essential before diving into tools. Without original content, you’re just using the same tools as everyone else. Writing an article a week for a year gives you 52 pieces of content demonstrating your expertise. Once you’ve done that, tools like email lists, podcasts, and social media can amplify your content. But without a foundation of insights, tools won’t make a difference.

Ernesto: Excellent advice. Let’s shift gears a bit. As the founder at The Good, what are some key tasks you focus on day-to-day?

Jon: I’m fortunate not to be involved in day-to-day client delivery anymore. My role is twofold: looking ahead to plan for the future and clearing the road for my team to execute. The second is being the face of the company—spreading The Good word and aligning people with our mission to remove bad online experiences and leave only The Good.

Ernesto: I love that mission. How do you stay up-to-date with trends and strategies in the marketing world?

Jon: LinkedIn is my go-to. I spend about two hours daily engaging with the community and staying informed. I also use a curated RSS feed through Feedly to follow industry blogs and news.

Ernesto: Great strategy. Let’s jump into our rapid-fire questions. Ready?

Jon: Let’s go.

Ernesto: What’s the last book you read?

Jon: Into the Boardroom. It’s about joining corporate boards—a growing interest of mine as I gain experience.

Ernesto: Interesting. And you recently released your book Behind the Click. Can you share more about it?

Jon: Absolutely. It’s all about the hidden psychological forces influencing decisions online. You can find it at thegood.com/btc. Use the code BTCPODCAST50 for 50% off any format—eBook, paperback, or hardcover.

Ernesto: We’ll include that in the show notes. If there were no boundaries in technology, what would you want fixed for your role as a marketer?

Jon: I’d love AI to truly enhance user testing, especially in understanding psychological factors behind consumer behavior. We’re not there yet, but it would be transformative.

Ernesto: If you could automate one repetitive task, what would it be?

Jon: Email. I’d love a tool that could handle my inbox effectively without compromising quality.

Ernesto: Definitely a common wish! Lastly, what advice would you give your younger self as a marketer?

Jon: Focus on timeless skills like copywriting and understanding human psychology. Tools will always change, but these foundational skills will keep you relevant.

Ernesto: Amazing advice. As we wrap up, what’s the one thing listeners should remember about The Good?

Jon: You can optimize your digital journey by talking to your consumers. If you need help, visit thegood.com and explore our free insights.

Ernesto: Fantastic. Thank you, Jon, for joining us today. To our listeners, check them out at The Good. Thanks for tuning in, and we’ll see you on the next episode of Pathmonk Presents.

Jon: Thank you.