In this episode of Subscription Ecommerce Live, we spoke with Jon MacDonald, Founder and President of The Good.
This episode is primarily a screenshare of Jon doing a conversion-focused teardown of Primal Kitchen, covering what they're doing well and what they might test/improve. Jon does a great job of describing what's on screen, but if you'd like to visually follow along with the teardown, you can check out the YouTube recording here: https://youtu.be/X0gp-FBBYtM
During our conversation, we discussed:
About Jon:
Jon MacDonald, Founder and President of The Good, advises on ecommerce conversion rate optimization and customer experience.
If you learn something from this discussion, we'd love to have you join us next time. Learn more about this series here: https://liveseries.getarpu.com/
This series is brought to you by GetARPU.com, which helps subscription sellers make more money and retain more customers with upcoming shipment notifications that offer 2-click upsells and delays. Check us out if you want to provide an amazing experience for your subscription customers. (Syncs with ReCharge (Shopify + BigCommerce)
Timestamps:
0:00 Intro
0:17 Jon's journey to The Good, and how he helps ecommerce businesses optimize conversion rates
4:55 Why he doesn't love discount email popups, and what you might consider instead (Start of Screenshare)
7:50 Why keeping the hero imagery simple by featuring a new product / category is better than trying to include a bunch of products or information
8:33 How to think like a shopper and create navigation that helps them buy, especially when it comes to the top navigation (including how to avoid sending them back up the sales funnel instead of down)
11:50 Why you should set really clear expectations of what filling out an email sign up form means, and what that should include
14:05 The case for clear calls to action
15:19 The pitfalls of carousels
17:20 The challenge with using Add To Cart on the homepage
18:56 Why you should consider creating visually consistent, clear CTAs
19:35 Don't bury subscriptions/memberships toward the bottom of the page
20:46 The optimal "Shop our Instagram" experience
21:31 How to make testimonials stronger
23:43 Consider adding a Need it Today section if the site visitor can buy local (+ language you can pair with this to encourage subscriptions)
24:13 How to arrange your site's footer
27:25 Consider beefing up category pages to do more than show just the products in that category
28:35 The danger of not offering a Learn More / View Details type CTA in addition to Add to Cart
30:40 Product page pointers, including images, product description, subscription expectation setting, reviews, and the optimal order of the content on this page
47:45 The value of A/B testing
51:46 What should happen after someone converts on a subscription (this includes the emails you should send and how to manage your brand's relationship with a subscriber)
56:40 When should you promote more products to subscribers?
58:50 How much email is too much email in addition to an upcoming shipment notification?