Jon MacDonald is the President and Founder of The Good, the most trusted e-commerce conversion rate and customer experience optimization advisory company. They started about ten years ago. When they first built the company, they focused mainly on e-commerce development.
“Bringing your consumer into the process is extremely important because they are the ones who are doing the research.” – Jon MacDonald
Origin of The Good
They built e-commerce sites for brands that wanted their own channel for sales online. They discovered a lot of things along the way.
First of all, development was becoming and has become a commodity. Everyone can find a developer or a shop that will build their e-commerce site. Some of the more popular platforms include Shopify and BigCommerce who do not require a lot of development skills to at least get something set up.
Jon MacDonald Becoming Different
In order to set them apart from everyone else, The Good offered a three-month optimization engagement after launching sites for every client that came in.
“What we found out was most brands were doing a launch and leave philosophy.” – Jon MacDonald
Most brands would launch their site and then their development company would leave them on their own. The Good handles this differently. They ask their clients to stick around for three months in order to optimize.
Keeping Clients Happy
They found out that most brands put more value in the optimization than the quality of coding. They weren’t really concerned about the quality of the site that the developers built from a technical aspect. As long as it worked and processed orders and they were converting highly, clients were very happy.
“We needed to focus on that optimization, where we were really different, and at the time, there wasn’t even a term for conversion rate optimization.” – Jon MacDonald
Before they started this movement, optimization wasn’t a common idea within e-commerce sites. But now it has become a wonderful part of the process.
To hear more about The Good and Jon’s story, download and listen to the episode.
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