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.

Drive Lead Conversion With Customer Personas

By The Good | 5 minute read

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

The Universe of Your Website

By Neil Sniffen | 7 minute read

One change to your website can alter its entire universe. Focusing on smaller zones can bring everything back into balance.

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).

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.

Test. Grow. Repeat.

By Neil Sniffen | 3 minute read

The only way to be successful online is to always be active.

Empathy Drives Sales

By Shaun Tinney | 3 minute read

We don’t know how to empathize with numbers, but your site stats aren’t really numbers, they’re people.

The Source of All Positive Change

By Shaun Tinney | 4 minute read

No matter how many times you redesign your site, it’s never going to boost sales until you understand your customers and align with their goals.

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.

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

Unlocking Your True Conversion Rate With Micro-conversions

By Tom Pritchard | 2 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 e-commerce 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.

The Trouble With Following the Herd

By Shaun Tinney | 3 minute read

The old way of capturing visitor attention online is over. Pay attention to your customer instead and make a profit in the process.

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 Neil Sniffen | 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.

Proof Authentic Brand Storytelling Boosts E-commerce Sales

By Neil Sniffen | 5 minute read

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

How to Increase E-commerce Sales 140%

By Shaun Tinney | 4 minute read

To increase e-commerce 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.

Effective E-commerce

By Neil Sniffen | 30 minute read

Our latest Effective E-commerce for Active & Outdoor Brands research report lays out how to turn your brand site into a dominating player in e-commerce.

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?

6 Questions To Ask Before Hiring a Digital Agency

By Jon MacDonald | 5 minute read

Hiring a digital agency is no small task. To help, here is a list of questions to consider and ask a prospective agency before beginning any complex digital engagement.

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.

Enter Universal Analytics

By Neil Sniffen | 4 minute read

Google’s new Universal Analytics contains myriad upgrades you can use to gain competitive advantage. Upgrade now. (We even show you how.)

Mom Called, She Hates Your Homepage Carousel

By Neil Sniffen | 3 minute read

Rotating carousels on the homepage waste 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.

Useful Dashboards to Help Make Google 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.

Building 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 (i.e., 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 E-commerce

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. To sell more online, provide customers with content that will help them get what they came for.

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 | 4 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.

Making 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 active lifestyle consumers.

7 Ways Brands Alienate Retailers With E-commerce

By Shaun Tinney | 4 minute read

Active lifestyle 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.

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.

Effective E-Commerce for Athletic & Outdoor 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 e-commerce best practices for Athletic and Outdoor 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.