BOOK JON MACDONALD TO SPEAK AT YOUR EVENT
Why does SaaS tolerate absurd levels of churn?
Trialists liked what they saw enough to sign up. But somewhere in those critical early days, half of them decided, “That’s a no from me.” What went wrong?
In this keynote, Jon shares what’s actually driving that drop-off, backed by proprietary research across 30+ companies, plus hands-on work with clients like Adobe and The Economist.
With Adobe Acrobat, he and his team pinpointed the exact moments where trial users hit friction. They also surfaced product health metrics nobody had been tracking before. The result was hundreds of millions of dollars in additional revenue.
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In this keynote, your audience will learn how to:
- Challenge the assumption that early trial churn is just how SaaS works
- Diagnose the three most common reasons trials lose ideal-fit customers
- Apply the First 30 Method, the five-step process we use with clients like Adobe to find exactly where trialists are lost, and address the friction
- Identify their unique three to five health metrics that connect trial behavior directly to revenue
- Prioritize where to act first versus what needs further testing
The method
The First 30
Imagine a restaurant where half the customers walk in because of what they heard about the food, admire the frontage, take a seat, browse the menu for ten minutes, then leave. You’d say something is clearly broken. But this is exactly what happens in most SaaS trials, and in our industry, we’ve learned to expect it. Should we?
We all know how important the early experiences are for a new customer. We call this phase The First 30.
Many product managers and marketers already do journey mapping, user research, and onboarding tests. But these are isolated activities, each optimizing its own piece of the journey.
Is anyone on the team overseeing the First 30 as a single, end-to-end experience designed to take each persona from trialist to customer? If, like the industry median, you’re losing 92% of trialists, chances are, they’re not.
See Me On Stage
TESTIMONIALS
You're In Good Company
Jon’s presentation ranked highest of all the external speakers in the attendee survey at our Summit. His practical approach combined with in-depth subject matter knowledge was extremely valuable in helping our partners with their digital customer experience strategy.
Jennifer Seavey
Manager, Global Partner Marketing,
Autodesk
We’ve had Jon speak at several events and every time his presentation is a highlight. Jon’s landing page teardowns and CRO knowledge make for an engaging presentation that provides the audience with tangible takeaways and valuable insights on ideas to test on their sites.
Brian Aldrich
Chief Strategy Officer,
Logical Position
Jon’s expertise in web optimization and conversion strategies shone brightly as he delivered a compelling talk that resonated with our partners. His presentation, which received top accolades, was a perfect blend of insightful data, actionable advice, and motivational insights.
Israel Serna
Channel Marketing,
Autodesk
Jon’s optimization approach is spot on. He’s thoughtful, intelligent and has deep experience in the industry. He’s a thought leader and a skilled practitioner. He understands that optimization isn’t a project, it’s a never-ending quest to delight customers and get better as a brand.
Brett Curry
CEO and Co-Founder,
OMG Commerce
Conversion Rate Optimization is like CX, there’s no silver bullet. It takes continuous listening, iterating and testing to get even close to perfect. Jon has a deep understanding of what to do, and even more so, what not to do, to make your website do the work!
Eli Weiss
Director of CX,
Olipop
I’ve built my entire business on helping brands earn more revenue with email marketing, but driving traffic is only half the battle. I can’t think of anyone more qualified than Jon to teach you how to design high-converting purchasing experiences and maximize the value of every visit.
Chase Dimond
Founder,
Boundless Labs
Speaker bio
Jon MacDonald
I'm Jon MacDonald, founder of The Good, a digital experience optimization firm that has achieved results for some of the largest online brands, including Adobe, Nike, Xerox, and The Economist. I've written three books on digital journey optimization, including Behind The Click and Opting In To Optimization.
Event Format & Logistics
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