329: E-Commerce Traffic and Conversion Using Heatmaps and User Testing with Jon MacDonald

Jon MacDonald is President and Founder of The Good, a conversion agency that believes in removing bad online experiences so that only "the good" remains.

Jon and his agency prefers to work with e-commerce websites with at least 15,000 visitors per month. Their job is to remove barriers that web browsers experience. They come to a website with a specific paid or need, and they need to find the solution they're looking for in order to convert.

He installs simple tools (on any platform) to track cursor movements, clicks and scrolls to see where users navigate and uncover sales leaks. He combines that information with real live user testing to back it up, and then runs multivariate tests to improve conversions.