Our Latest Insight


How to Offer Free Shipping the Right Way

By David Hoos | 9 minute read

Offering free shipping increases conversions, but when it’s done poorly, it can hurt your bottom line. To do it right, you need to tailor it to your business.

How to Craft Customer Personas that Convert

By The Good | 5 minute read

A site created for everyone is a site that converts no one. One of the best ways to align your site with your audience is to develop personas.

Why Your Brand Story is Killing Conversions

By Jon MacDonald | 6 minute read

To increase conversions, your brand story must provide real support, value, and alignment around the things your website visitors care about: their goals.

How Market Segmentation Can Unlock Amazing Growth

By Jon MacDonald | 7 minute read

Market segmentation is an effective way to understand the distinct groups that you serve so you can improve their unique customer experiences and increase conversions.

3 Design Principles That Improve UX and Conversions

By Jon MacDonald | 9 minute read

A website’s design and usability are two very different things. Design may look nice but usability is key to conversions. Use these three design principles to improve your user experience and increase conversions.

Proof Authentic Brand Storytelling Boosts Ecommerce Sales

By Neil Sniffen | 5 minute read

Snow Peak’s ecommerce site is proof positive that by crafting an authentic brand story, customers will respond by opening their wallets. These simple steps will increase any ecommerce site’s sales.

Post-Purchase Emails: A Powerful Way to Hack Growth

By Jon MacDonald | 8 minute read

Post-purchase emails are a golden opportunity to deepen your brand’s relationship with customers. To use them only for receipt delivery and shipping information is to miss the boat almost entirely.

How to Get More From Your Transactional Emails

By David Hoos | 7 minute read

Research indicates that transactional emails are opened up to 8X more often than promotional emails. They represent one of the biggest – yet most underutilized marketing opportunities.

Why Website Goals Are Key To Effective Growth

By Shaun Tinney | 3 minute read

Features kill sales because they almost never advance a customer’s goals. Whats better? Find out your customer goals and create digital experiences that help them win.

Case Study: How To Convert First Time Visitors Like Bombas

By Dan Weinsoft | 11 minute read

Only 0.25% of new visitors to your site will buy on their first visit. This past weekend, we bought something on our first visit to a new-to-us site and lived to write the Case Study about our experience.

Improve Online Revenues With These 36 Tests

By Jon MacDonald | 2 minute read

Running multiple tests to optimize your site, based on how your customers actually shop, is the best opportunity for improving online revenues, customers and leads.

7 Simple Ways Ecommerce Brands Can Frustrate Retailers

By Shaun Tinney | 4 minute read

Many ecommerce brands rely on their retail partners for the bulk of their annual revenue. Learn how to avoid upsetting those relationships by selling direct to consumer through a brand site.

The Paths Customers Take Through Your Site

By The Good | 3 minute read

The path to increased sales is through understanding that a customer’s journey through a website has nothing to do with the way that a company is organized.

The Top Challenges of Today’s CMO

By Jon MacDonald | 7 minute read

We surveyed some of the most knowledgeable voices in marketing to look deeper into the most complex challenges CMO’s face every day. This is what we learned.

8 Strategies That Will Help You Reduce Cart Abandonment

By David Hoos | 6 minute read

Your consumers are coming incredibly close to completing their transactions, only to rush away at the last minute. Fortunately, with the right tactics, you can drastically cut your cart abandonment rates.

The Essential Ecommerce Promotion Guide: 80 Tactics that Drive Online Sales

By The Good | 33 minute read

Running out of ecommerce promotion ideas? You’ve just discovered what could be the perfect solution. You see, there are two things online shoppers especially love: discounts and specials. Present the right offer to the right audience, and you can create a selling frenzy.

5 Effective Ways to Use Videos on Your Ecommerce Site

By The Good | 10 minute read

Product videos are essential in ecommerce today. They bring brand storytelling to life, keep visitors informed, help answer common shopper questions, and most importantly, positively influence customer experience.

Is Scroll Depth the Metric You’ve Been Missing?

By Jon MacDonald | 9 minute read

Knowing scroll depth can help you optimize your pages. It can tell you whether your visitors are really reading your articles or seeing everything you want them to see.

17 Product Detail Page Best Practices (with Infographic)

By Jon MacDonald | 13 minute read

Every point along the customer’s journey from research to purchase is important. There is one page, though, where the customer is called upon to make a choice of exceptional consequence: the Product Detail Page.

Writing Copy That Converts – The Secret is Out

By Jon MacDonald | 9 minute read

To get more sales and write copy that converts, follow these five landing page fundamentals. Make sure every word on the page helps your visitors get closer to a solution.

Creating a Personalized Customer Experience

By Jon MacDonald | 14 minute read

You love it when your local coffee shop barista remembers your name and knows exactly how you like your morning latte. Customers on your website are no different, and they now expect a personalized shopping experience.

Email List Growth: 5 Essential Tactics

By Jon MacDonald | 12 minute read

Email list growth is a proven means of generating revenue, but most companies do so at the expense of their site’s user experience. Here are 5 essential tactics for growing an email list without disrupting a site’s conversion rate.

How To Drive Conversions with Heatmaps

By Dan Weinsoft | 7 minute read

Heatmaps are only one tool in the conversion rate optimization toolbox, but for analyzing the behavior of your visitors, heatmaps lead to insights you can’t find using other methods.

What Do They Already Want?

By Shaun Tinney | 2 minute read

You cannot make your website successful, you can only make people who visit your website successful (at doing something they want to do).

Customer Experience: The Key To Successful Growth

By Jon MacDonald | 6 minute read

No matter how amazing and memorable your brand experience is, it is the customer’s experience that determines the success (and potential future growth) of your site.

It’s The Results

By Neil Sniffen | 3 minute read

The long-term viability of a short-term strategic plan is more expensive and more painful than getting the long-term strategy right first.

Optimization DIY

By Neil Sniffen | 3 minute read

An idle site is an unprofitable site. How doing something today will make your site awesome tomorrow.

Re-platforming: The Case For Starting Over

By Jon MacDonald | 3 minute read

“Weirdly, it’s almost easier to start from nothing, re-platform, and build up from there.” – Quote from a client of The Good

Micro-Conversions: Unlock Your True Conversion Rate

By Tom Pritchard | 3 minute read

Conversion rate gives you the ability to measure how efficiently your website turns a visit into revenue or a sales lead, but should never be used as a key performance indicator without accounting for micro-conversions separately.

4 Keys to a Successful Website Redesign

By Tom Pritchard | 3 minute read

Approaching the design and layout of a new ecommerce website is a difficult task that can quickly unravel by ignoring the most important stakeholder: the customer.

How To Make A Good FAQ Page

By Shaun Tinney | 3 minute read

A FAQ page is a true reflection of your customer service. If you’re going to have a FAQ, at least do it right.

Best Practices Are for Beginners

By Neil Sniffen | 3 minute read

Best practices are ruining the Internet and your sales. Time to put on your big kid pants and start making decisions based on data rather than a Google search.

How Brand Websites Kill Sales

By Jon MacDonald | 4 minute read

Digital is the easiest area for a brand to make mistakes, especially if the e-commerce experience falls under the marketing team’s responsibility.

Content Marketing: Unlock Your Organic Growth

By Neil Sniffen | 4 minute read

The most cost efficient marketing tool your brand has at its disposal is content marketing. It’s cheaper than almost all other marketing and advertising tools, it converts at a much higher rate, and it can be a primary driver of sales to your site.

Resolving to be Useful

By Neil Sniffen | 3 minute read

Being useful isn’t about being boring, it’s about providing an experience for your customers that is helpful and easy.

How to Make a Landing Page a Rainmaker

By Neil Sniffen | 3 minute read

Landing pages are too often the last picked member of the digital marketing team. But, by focusing on one thing, landing pages can become the digital marketing star.

The Numbers are People Too

By The Good | 1 minute read

Those users and visits in your analytics are actually people trying to buy things on your site. Here’s how to turn those numbers into customers.

How to Keep Your Agency on Budget

By Jon MacDonald | 3 minute read

A doctor would not prescribe without a proper exam and diagnosis, don’t you want your e-com partner to do the same?

Driving Sales Without Re-Platforming

By Shaun Tinney | 3 minute read

Brands may see a boost in sales after updating their e-commerce platform, but is the technology upgrade really responsible for the increase?

How to Fix the Broken RFP Process

By Neil Sniffen | 3 minute read

Writing an RFP for a digital project is like training for a marathon. Both should start with the end goals in mind and plan backwards.

How To Increase Ecommerce Sales By 140%

By Shaun Tinney | 4 minute read

To increase ecommerce sales, the goals of the website must be focused on achieving the goals of the customer. Get a return by building a site your customers care about.

How To Do SEO the Human Way

By Jon MacDonald | 4 minute read

SEO is finally becoming a friend to human readers. Old practices that rewarded irrelevant (inhuman), keyword stuffed content, must be replaced by helpful, human-friendly content. Is your brand ready to ride the new SEO wave?

Why Site Speed Matters

By Neil Sniffen | 1 minute read

Having a fast e-commerce site is the difference between conversion and abandonment. Get on the fast track and give customers what they want, now.

The Content Audit Diet

By Neil Sniffen | 4 minute read

By limiting your team’s content audit, creation, and revision to top tasks, products, and content you can save yourself a ton of grief while boosting your bottom line. Less work! More Money! Yes, Please!

Out-of-Stock Message – It’s Just Bad Timing

By The Good | 0 minute read

When is the best time to communicate “Out of Stock” to online customers? It’s definitely not after they’ve picked out a product and are ready to purchase. Watch this 15 second Instagram video to see why.

Mom Called, She Hates Your Homepage Carousel

By Neil Sniffen | 4 minute read

A rotating homepage carousel wastes precious real estate. Here are four reasons why they don’t work and four ways brands can better use that space.

The Single Digital Experience

By Neil Sniffen | 25 minute read

The Good’s research report on the single digital experience; offering active lifestyle brands a vision for how they can provide their customers with a digital experience that creates trust, delight, and business.

Write For Your Customers Instead of Your Boss

By Neil Sniffen | 3 minute read

Most websites are content heavy in a way that’s unhelpful to customers. To avoid being unhelpful, brands need to create content focused on customer goals.

Key Google Dashboards to Make Your Analytics Actionable

By Neil Sniffen | 4 minute read

The complexity of Google Analytics often prevents people from using it to its full potential. Dashboards for Google Analytics provides brand leaders with an easy way to begin to more fully leverage this valuable tool.

How to Build a More Valuable Email List

By Neil Sniffen | 4 minute read

To increase email signups, many brands have resorted to disruptive and ill-timed email collection tactics like email pop-ups. There’s a better way.

Email Pop-up Melodrama

By The Good | 0 minute read

What would it be like if you brought email pop-ups into your retail stores? Watch this 15 sec. Instagram video.

Top Five Analytics Reports for Ecommerce

By Neil Sniffen | 6 minute read

Google Analytics is a powerful tool for brands to understand how their customers are using their site. But too often these insights get lost in all the numbers. With these five reports, brands leaders can unearth the data that will help their site better serve its customers.

Your Marketing is Killing Your Sales

By Shaun Tinney | 4 minute read

When a brand’s website marketing isn’t aligned with the customer’s reason to visit the site, then the marketing is doing more harm than good.

The Consumer on the Other Side of the Screen

By Neil Sniffen | 5 minute read

Brands need to stop making active lifestyle consumers work so hard at getting what they need and start making it easy to find information and buy.

Digital Trends for the Active Lifestyle Consumer

By Neil Sniffen | 34 minute read

Insights for brands looking to better understand active lifestyle consumers, their purchase behaviors and preferences, and the purchase experience they’re looking for in stores, on mobile, and online.

Micro-conversions Through the Lens of Shopping Rituals

By The Good | 3 minute read

Shopping rituals enable customers to overcome their fear of buying the wrong product and allow brands to become both integral and a main focus of a customer’s shopping experience.


How Product Reviews Can Drive (or Dive) Sales

By Jon MacDonald | 4 minute read

Including a high volume of quality and credible athletic and outdoor product review content on your brand site will help customers find the best products and stay on your brand site to purchase them.

How to Make Better Digital Budget Decisions

By Shaun Tinney | 6 minute read

Understanding the process required to arrive at sound digital budget decisions can help ensure the maximum return on digital investments for brands serving online consumers.

State of Digital In Active Lifestyle Retail

By The Good | 36 minute read

Insights and inspiration for active lifestyle brands looking to satisfy rising consumer expectations and maximize retail revenue potential in stores, on mobile, and online with better digital purchase experiences.

Introduction to Effective Ecommerce for Brands

By The Good | 26 minute read

After surveying, interviewing, and testing effective site design with thousands of our client’s customers, we’ve put together a compilation of ecommerce best practices for brands.

Why You Need to Rethink Your F.A.Q. Page

By Shaun Tinney | 3 minute read

Think of “Frequently Asked Questions” as “Questions your site frequently fails to answer” then adjust your site content to help your customers find what they’re looking for.