Optimize every stage of your customer journey

Explore actionable, research-backed insights to help improve user experience, increase conversions, and drive sustainable growth.

Expert Picks

B2B research

research

B2B Research Doesn’t Have To Be So Hard

Connecting with B2B software product users is complex. We spoke with four experts to learn how they circumvent the challenges in B2B research. Although their approaches varied, one theme was clear: their path to meaningful B2B research has been through relationships.

by Natalie Thomas headshot Natalie Thomas // 11 min read

a user interacting with a saas referral program.

improve retention

Building Viral Growth: Leveraging Incentives in SaaS Referral Programs & Strategies

Learn how to leverage the power of the Incentives Heuristic to encourage existing users to promote your SaaS tool.

by caroline appert profile picture Caroline Appert // 7 min read

SaaS team engaging in continuous research to put the user experience at the center of product development.

customer experience

Continuous Research: The Secret Weapon For Effective Product Teams

Discover the benefits of continuous research and how it puts the user experience at the center of product development and optimization.

by caroline appert profile picture Caroline Appert // 7 min read

Latest

a variety of surfaces on a desktop as an example of feature parity isn't always the goal of a successful SaaS strategy.

improve retention

Why Feature Parity Isn’t Always the Goal: A Guide to Cross-device SaaS Strategy

Stop chasing feature parity across your SaaS platforms. Smart product leaders know when to replicate, when to specialize, and when to strategically limit functionality.

by Katie Encabo // 9 min read

An example of what mentorship looks like at The Good.

ecommerce

What Mentorship Looks Like In Today’s Flat, Lean, And Growing Orgs

Whether you're a manager looking to develop your team or an individual contributor seeking growth, mentorship may involve finding creative ways to establish and nurture relationships. We spoke with three product professionals to gain a deeper understanding of what mentorship looks like today.

by Natalie Thomas headshot Natalie Thomas // 5 min read

a consumer using laptop to purchase saas upgrades.

monetize free users

Conversion-Centered Design: 7 Principles That Drive SaaS Upgrades

Transform every touchpoint into a revenue opportunity with strategic design that guides users through complex upgrade decisions.

by caroline appert profile picture Caroline Appert // 10 min read

A group of colleagues benefiting from research democratization by sharing customer insights.

b2b

From Data Collector to Data Connector: Embracing Research Democratization

Research experts share how they've transformed from data collectors to data connectors, creating learning cultures that scale customer insights across entire organizations.

by Natalie Thomas headshot Natalie Thomas // 8 min read

A consumer using a laptop and reviewing pricing models designed with different conversion tactics in mind.

consumer psychology

The Psychology Behind Successful SaaS Pricing

Discover the connection between consumer psychology and SaaS pricing and how strategically applying these principles can help increase adoption rates and customer loyalty.

by Sumita Mukund headshot Sumita Paulson // 10 min read

User Research & Testing

Learn about how you can stay user-centered with insights on research, testing, and rapid experimentation.

A group of colleagues benefiting from research democratization by sharing customer insights.

b2b

From Data Collector to Data Connector: Embracing Research Democratization

Research experts share how they've transformed from data collectors to data connectors, creating learning cultures that scale customer insights across entire organizations.

by Natalie Thomas headshot Natalie Thomas // 8 min read

Colleagues reviewing data to make user-centered decisions

product strategy

How To Make User-Centered Decisions When A/B Testing Doesn’t Make Sense

Learn how adding rapid testing to your toolkit helps to accelerate decision-making, build confidence, and drive value.

by Natalie Thomas headshot Natalie Thomas // 7 min read

coworkers reviewing data on their high-value user segments.

customer research

How to Identify Your Most Valuable User Segments and Prioritize Accordingly

Are you building experiences for the users that will drive growth? Here’s how to focus your efforts where they’ll have the biggest impact.

by maggie paveza Maggie Paveza // 9 min read

SaaS team engaging in continuous research to put the user experience at the center of product development.

customer experience

Continuous Research: The Secret Weapon For Effective Product Teams

Discover the benefits of continuous research and how it puts the user experience at the center of product development and optimization.

by caroline appert profile picture Caroline Appert // 7 min read

business colleagues shaking hands

customer research

Three Green Flags to Look For in a Research Vendor

Product research experts share their perspectives on the three green flags to look for when vetting your next research partner.

by Natalie Thomas headshot Natalie Thomas // 6 min read

Good Question logo

Get our insights straight to your inbox

Every Tuesday, our team of experts give simple answers to your most pressing and complex questions on digital experience optimization. 

Optimization Strategy

Deep dive into optimization strategy insights from digital experience experts. Find in-depth resources on increasing conversions, user experience, and more.

a variety of surfaces on a desktop as an example of feature parity isn't always the goal of a successful SaaS strategy.

improve retention

Why Feature Parity Isn’t Always the Goal: A Guide to Cross-device SaaS Strategy

Stop chasing feature parity across your SaaS platforms. Smart product leaders know when to replicate, when to specialize, and when to strategically limit functionality.

by Katie Encabo // 9 min read

A SaaS developer using a user-centered prioritization method to improve feature adoption rates.

improve retention

How User-Centered Prioritization Helps Improve Feature Adoption Rates

Discover the importance of user-centered prioritization and learn our eight strategies for implementing it to improve feature adoption rates.

by maggie paveza Maggie Paveza // 8 min read

Creating a data-driven product roadmap that prevents feature bloat.

data driven

The Biggest Roadmap Mistake: Prioritizing Low-Impact Features

Learn the warning signs of feature bloat and how data-driven prioritization helps build products faster, with fewer resources, and with much better outcomes.

by caroline appert profile picture Caroline Appert // 7 min read

experimentation and rapid testing

data driven

How To Cut Test Cycle Time In Half Without Losing Out On User Insights

Learn how SaaS companies can reduce test cycle time to make the adoption of experiment-led growth practices more accessible.

by Jon MacDonald smiling at the camera for The Good Jon MacDonald // 8 min read

woman working on laptop.

customer experience

Accelerating Time-to-Value: How SaaS Products Get Users to ‘Aha!’ Moments Faster

Learn how strategies like optimizing onboarding, personalizing the user experience, and implementing quick wins can improve SaaS product time-to-value and reduce churn.

by caroline appert profile picture Caroline Appert // 9 min read

Image of the book, Behind the Click by R. Jon MacDonald

Get Behind The Click, the #1 Best-Seller in Marketing & Consumer Behavior

Learn the psychological principles behind customer decisions and how to craft digital journeys that delight, engage, and convert.

Get your copy →

Customer Acquisition

Learn how to acquire more customers and grow your audience with expert customer acquisition insights from the digital experience optimization experts at The Good.

a user interacting with a saas referral program.

improve retention

Building Viral Growth: Leveraging Incentives in SaaS Referral Programs & Strategies

Learn how to leverage the power of the Incentives Heuristic to encourage existing users to promote your SaaS tool.

by caroline appert profile picture Caroline Appert // 7 min read

a DTC ecommerce website is an important part of an omnichannel strategy.

b2c

7 Expert Tips On How Retail Brands Can Launch A DTC Ecommerce Channel

Industry experts share their top tips for how retail brands can thoughtfully and successfully launch a DTC ecommerce channel.

by Natalie Thomas headshot Natalie Thomas // 8 min read

leverage your customers network to increase market reach and relevance.

content optimization

Leverage Your Customers’ Network to Increase Product Relevance and Reach

Learn how to harness the power of positive network effects to drive SaaS growth.

by Jon MacDonald smiling at the camera for The Good Jon MacDonald // 8 min read

learn how to build user trust on your SaaS website.

content optimization

How to Build User Trust on Your SaaS Website

You can bridge the gap between risk-averse B2B buyers and purchase decisions with these tactics. Find out how to build trust and increase retention.

by caroline appert profile picture Caroline Appert // 7 min read

Conversion Tactics

Implement proven conversion tactics and strategies with the help of articles focused on improving lifetime value, increasing customer retention, and more.

a consumer using laptop to purchase saas upgrades.

monetize free users

Conversion-Centered Design: 7 Principles That Drive SaaS Upgrades

Transform every touchpoint into a revenue opportunity with strategic design that guides users through complex upgrade decisions.

by caroline appert profile picture Caroline Appert // 10 min read

A consumer using a laptop and reviewing pricing models designed with different conversion tactics in mind.

consumer psychology

The Psychology Behind Successful SaaS Pricing

Discover the connection between consumer psychology and SaaS pricing and how strategically applying these principles can help increase adoption rates and customer loyalty.

by Sumita Mukund headshot Sumita Paulson // 10 min read

A guide to learn how to identify if a user is experiencing form fatigue.

consumer psychology

A Guide For Preventing Form Fatigue To Increase Conversions & Improve UX

Learn how to identify behavior patterns that indicate your users are suffering from form fatigue and discover actionable strategies to improve form fatigue and increase conversions.

by maggie paveza Maggie Paveza // 7 min read

A woman using a laptop.

content optimization

Reduce Churn: What The Best SaaS Cancellation Flows Have In Common

Learn what the best SaaS cancellation flows have in common and what really saves users within the online cancellation journey.

by caroline appert profile picture Caroline Appert // 8 min read